My Honeymoon Nightmare
As regular readers of this blog already know, the lovely Mrs. Media Training and I tied the knot last week. The wedding was fantastic. But a “luxury” resort almost ruined our carefully planned honeymoon – and in so doing, offered a great crisis communications case study for what not to do.
Last fall, my fiancée and I deliberated over our “perfect” honeymoon. We decided that the one thing we wanted most was a small resort that offered a quiet and private reprieve from our busy lives. After looking all over the world, we made our selection for a once-in-a-lifetime vacation at Zoetry Agua Punta Cana in the Dominican Republic. The small resort, with just 51 rooms, was exactly what we were looking for.
We booked our room last November and quickly received an email from a reservations clerk offering to help us with any additional needs for our visit. Over the next few months, we traded numerous emails and arranged a special dinner on the beach, as well as transportation to and from the airport.
Two weeks before our trip, I called Zoetry to ask whether we might be able to extend our trip by a few days. They told me they were over-booked for those extra days. When I asked whether our original booking would be affected by their “over-booked” status, they assured me we’d be fine.
On Friday morning – the day before our wedding and just three days before our scheduled departure – I received an email from Zoetry informing us they had overbooked the property and were unable to honor our reservation. They offered us a room at another property called Secrets Sanctuary Cap Cana – a sprawling complex with 176 rooms. Secrets, more than triple the size of Zoetry, was precisely the type of place we didn’t want to go. Worse, the reviews weren’t nearly as good.
So on Friday afternoon – as guests were arriving for that night’s rehearsal dinner – we found ourselves scrambling to book a different honeymoon.
Here are four things Zoetry did poorly – and each of these serve as good crisis communications reminders for all businesses:
1. They Forgot the Power of Social Media: When I asked Zoetry Hotel Manager Luis Fitch why he bumped a honeymoon couple instead of someone in one of the other 51 rooms, he told me, “It was a business decision.” I’d argue it was a bad one.
In the age of social media, customer service nightmare stories often get thousands, hundreds of thousands, even millions of online views. As an example, a video about United Airlines breaking a passenger’s guitar has been seen more than ten million times.
Little did the resort’s manager know that I wrote a blog. Or that the blog ranks well on Google. Or that a negative review here would show up well on search engines. As a result, his “good” business decision could cost him tens of thousands of dollars of future business from potential honeymooners who decide to make a reservation elsewhere.
2. They Failed to Act Quickly Enough: When I called two weeks in advance of our trip, they knew they were over-booked. Instead of dealing with the problem then, they waited until the Friday of our wedding weekend before notifying us.
3. They Minimized the Problem: When I asked Mr. Fitch what went wrong, he told me, “People get bumped. It happens in the airlines and at other hotels.” Minimizing a crisis instead of fully acknowledging it only makes it worse.
4. They Offered an Insufficient Remedy: When I explained that a move to a much larger resort wasn’t an acceptable option, he offered us a free “romantic” dinner and a free airport pick-up. Only after I continued to express my outrage did he offer something better – but by the time I won that Pyrrhic victory, I no longer wanted anything to do with his chain. Companies in crisis should start with their best offer of a remedy instead of one that offers to do the smallest amount possible.
All’s well that ends well. In the end, we were able to scramble to find an available room at a lovely small resort in Los Cabos, Mexico. But that new vacation, booked on three days notice, cost us significantly more than our original budget.
If anyone is planning a vacation, I strongly recommend avoiding Zoetry and their related properties. The casual indifference with which they canceled our honeymoon at the last minute bodes poorly for other travelers, as does the fact that other Zoetry guests have shared similar stories on review sites of being bumped at the last minute.
And if you’re a future honeymooner looking for a place to stay, drop me an email. I know a great place in Los Cabos.
ZING! “Little did the resort’s manager know that I wrote a blog. Or that the blog ranks well on Google. Or that a negative review here would show up well on search engines.” The honeymoon complaint that will be heard ’round the world! Well played, Brad. May you and your bride live happily ever after this!
Thanks, Bob! The negative review on my blog already shows up on Google’s second page – here’s hoping I can get it to the first page. Other travelers (particularly honeymooners) deserve to know the way they run their operation.
My wife and I had been married six month when we went to Europe for the first time. Flew into Paris and things immediately went downhill. Airline lost my luggage; it was pouring rain as a taxi took us into the city. In the rush getting out, my wife lost her new glasses in the backseat of the cab. We ran into the hotel lobby, which seemed to be shrouded in construction scaffolding, inside and out. While we waited at the deserted front desk, a feeling of dread came over us and was confirmed; the hotel was closed for renovations and rebooked us elsewhere without notice. The next day, we went to a cafe for lunch, where a standard poodle got waited on ahead of us. But that’s a story for another day.
I’m sorry to hear your honeymoon plans were messed up, but it’s good to hear you and your wife found a great place in Mexico. Too many companies still don’t understand the power of social media and the people who can use it effectively.
I had an awful experience with Firestone and slammed in with social media. Ironically, the social media director of the company reached out to me, but not to solve the problem. She told me that she had no power to such a thing.
We did have a humorous and friendly chat on the phone, however. Unfortunately, my Firestone story is still out there. And I still hold the Firestone brand in a bad light.
Rodger – that’s quite a story. What’s the point of having a social media director if they give her no authority to solve the problem? Would love to see the Firestone link if you feel like sharing it.
As for the Zoetry chain, I left a negative comment on their Facebook page 12 hours ago. No reply yet. And I’ve noticed that while they seem to reply to all of the positive comments, they leave the negative cocmments without a response. The investors in Zoetry’s properties would be wise to get more competent management, stat.
Thanks for the comment,
Brad
Hi Brad,
I am Ruby from china. I “met” “Mr Media Training” recently and have been benefiting from “him”. Thanks:)
I have a question about this part of the article:”Companies in crisis should start with their best offer of a remedy instead of one that offers to do the smallest amount possible.”
My concern is:
We can not know the customers’ specific background in advance including personality,temper and so on. If he/she is well-educated and polite person, we can offer him/her appropriate compensation,but if he/she is very rude and deliberately provocative,which means he/she keeps unsatisefied the best compensation, how can we do?
Happy Wedding:)
Hi Ruby,
Thank you for your comment.
In this case, I believe the resort was trying to calculate the minimum amount it had to do to satisfy its customer. I would argue that in this case – especially one involving a honeymoon couple getting bumped a day before the wedding – that it should have offered significantly more than the minimum amount necessary. Had the resort offered something incredibly generous, we still would have been upset – but I would have been less inclined to write a story and post a negative review to every rating website I could find.
Thanks for writing, and keep on reading!
Brad
Wow. What a story. Pretty sure you would’ve preferred to avoid, while on your honeymoon, finding such a perfect example of what NOT do to in a corporate crisis communication situation. But something tells me the attention you are going to get — and the heat that Zoetry is going to feel — will also produce a follow up for you on this one.
Congratulations on the wedding, and on surviving the honeymoon!
Hi Becky – Thank you for your comment! One would think that Zoetry would want to follow up. But given that my scathingly negative review has been on my blog for three days and on their own Facebook page for 36 hours without a response, I’m starting to believe that Zoetry is just an incompetent brand. I’ll be happy if fellow travelers know the risks and make their decisions accordingly.
Thanks for stopping by the blog!
Brad
What a nightmare! We have booked a vacation at Zoetry, for this July. I’ve been researching resorts just as you did, for three years before deciding on this resort and am now very nervous. Is there anything we can do to protect us? It just seems we are powerless over this greedy tactic- seems like bait and switch to me!
Hi Shari,
I’m afraid I don’t know anything that would protect you. I confirmed my reservation with them by phone two weeks prior to the trip, and they still bumped us. According to another upset traveler on Zoetry’s Facebook page, the resort apparently knew they were over-booked for quite a while, but waited until the last moment to act.
Even worse, an agent at Zoetry inferred to my fiancee that a group came in and booked the entire resort, thus forcing them to bump existing reservations. The GM denied that when I spoke to him – but that same Facebook commenter was told them same thing.
If it’s not to late to switch to a different resort, you might consider doing so. Sorry for the inconvenience, but I believe you’re better off knowing what you’re dealing with.
Good luck, truly.
Brad
Much like the politicians and others in the news all the time for their bad judgement – it is always the ‘cover up’ that is worse than the crime. They could have bent over backwards to find you a suitable alternative, to give you a free trip to come at another time, and much more. But they instead took a bad situation and made it worse. Conquering your mistakes in business head on is a tough lesson to learn — but those who learn it inevitably will be more successful.
Erik – You’re so right. Had they offered a free trip, not waited until the last moment, and/or taken the right tone, the fallout wouldn’t have been so bad. I hope one of Zoetry’s investors stumbles upon this post. When they see there’s money at risk, they might be inclined to finally act.
Well, you made it a “teaching moment” — look at the bright side! It was undoubtedly unpleasant surprise to have to scramble to rebook a honeymoon just days before a wedding. MY husband and I got married five years ago and went to Italy and ended in Paris. We had a lovely time but there some mishaps along the way such as a bomb scare on a Paris subway, getting off at the wrong bust stop in Positano and walking a mile with our bags, plus some other random adventures. At the time they sucked, but ears later we now laugh at them and realize they kind of made our trip! I am sorry your mishaps happened before you even left!
Lena – You’re absolutely right. We now have a story to tell — and we enjoy telling it! Sorry to hear about the bomb scare, though. THAT falls in the category of “stories I’d rather not have to tell.”
Thanks for visiting the blog!
Brad
I want to take the opportunity to apologize for the disappointment you encountered while booking your honeymoon at Zoëtry Agua Punta Cana. We fully realize that a honeymoon is a once in a lifetime experience and it was never our intention to cause any undue stress during such an exciting time in your life.
We recognize that our efforts to resolve the overbooking issue at our resort could have been handled in a more professional manner.
I have sent you an email with a private offer to try to help resolve the issues we have caused.
The above comment is from Luis Fitch, General Manager of Zoetry Agua Punta Cana.
I appreciate his comment. It’s the first time someone associated with the resort has fully acknowledged the situation without making excuses for it. That said, I wonder why it took three weeks, this blog post, and numerous scathing Internet reviews to prompt action.
The offer Mr. Fitch is speaking of is an offer to comp my wife and I at his resort for four nights. While we appreciate his offer, we’re both reluctant to once again purchase air tickets to the Dominican Republic. We’ve already had to pay an airline change fee once, and were not compensated by Zoetry for the change fee its bumping caused us to incur. Plus, given these difficult telephone and email exchanges, we’re concerned this “make-up” trip could make for an awkward four days with the staff. In the end, we’ll probably turn down the offer – it’s a bit too little too late, and we’d rather start anew somewhere else with fresh travel plans for our next trip.
One additional follow-up.
On Friday, May 27th, I contacted the executive assistant for the CEO if the Preferred Hotel Group, which represents Zoetry. I asked to speak with someone in a position of higher authority than Mr. Fitch.
Although the CEO’s executive assistant pledged I would hear from the Director General for the AM Resorts hotels in the area, I still have not. Nine days have passed since my initial attempt to speak with Mr. Fitch’s superior. I can only take his lack of response as a lack of interest in this matter.
Wow…I’m so sorry that happened to you! I would have been furious.
On a lighter note, remember the Seinfeld episode where the rental place gives away Jerry’s car? “Anyone can “take” a reservation, it’s the “holding” of the reservation that matters”…it’s not the same without the visual!
Congratulations and best wishes!
Deb — Thanks, and yes — I remember that scene from Seinfeld! I thought of it several times during the ordeal — and felt as exasperated as Jerry. 🙂
Congrats on your wedding! I was at Aqua in October and loved it!! Unfortunatly they lost their GM Natalia to a new resort in Cap Cana, I have heard that the new GM is not as good. Natalia was great!! Heading to the Zoetry in Cancun this November and so not looking forward to dealing with the concierge there, as she was the concierge of Secrets Silversands(One of the worst hotel/resort experiences I have ever had)
I just saw another traveler’s review on TripAdvisor, who said she was told by Zoetry staff that a large group booked the hotel at the last minute, and that the hotel decided to bump all of their guests.
The hotel’s manager, Luis Fitch, denied that to me at the time. It appears from the comments of other guests that he wasn’t telling the truth.
UPDATE: July 3, 2011
“After reading all the emails and your blog, I totally have to agree with you in how poorly your situation was handled from the very beginning and still now and I truly apologize on behalf of our team.
Last week, I received an email from Ulises Guzman, Area Director for Zoetry Agua Punta Cana. The email was quite gracious- below is an excerpt:
I know this will sound as an excuse, and it is indeed, however I believe it is worth sharing it since it is related to the lack of timely responses; this was caused because of the transition from the former director to myself, having said so, I am more than eager to be of service and to somehow soften all the inconveniences you have been through since May.
I know that no compensation will totally make up for all that you have been through, however there should be something that can at least change the way you see us right now. If I may, I would like to ask what would you think would be a proper compensation? I ask this because after reading all the emails and blog, it seems that no one has asked you this.”
I wrote back and told him that I would settle for the $1,900 we had to spend in flight changes and last-minute booking for an alternate honeymoon.
He wrote back and agreed — and offered either the cash refund or a free week at any of their resorts. I very much appreciate his email and kind handling of the situation, and he satisfactorily handled my complaint. I will no longer be updating this story, as I now consider this matter closed.
Two final points:
1. I can’t help thinking that I generated this response solely because this blog (and my reviews on other sites) were hurting their business. I wish they had done it sooner simply because it was the right thing to do.
2. I turned down the cash and the free trip. In the end, I didn’t want anyone to ever think I’m using this blog for personal gain or to exploit a business. Nor did I want to compromise my editorial independence. But given that Zoetry was willing to handle this well, I’m willing to call this matter closed.
I stumbled upon this story and have to comment.
Years ago my wife and I met Ulises Guzman while he was the concierge at the then named Secrets Excellence in Punta Cana. He has since moved on to various AMResorts and worked his way up the management ladder.
All I will say is Ulises Guzman is a true gentleman. If he were handling this from the “get go” it would have been a much different outcome.
In closing, my wife and I are in no way associated with any parties involved. Simply wanting to comment.
Enjoy a long loving life.