As author David Swanson aptly put it, “You never get a second chance to make a good first impression.” This is true in everyday life, and even more so for something as fleeting as an event. The welcome is the first human interaction your participants will have with your company. It must be flawless and reflect a positive, dynamic image. A poorly welcomed participant is almost guaranteed to give negative feedback. Here are four key focus areas to master for the perfect guest welcome.
Choosing the right staff
Being a front-of-house host or hostess requires soft skills that not everyone has. A good host must be polite and friendly. They should be multilingual and able to switch smoothly between languages—especially important in a multicultural setting like Luxembourg. They should be approachable without being intrusive, attentive, and capable of remaining calm—whether dealing with a difficult guest or a stressful situation like a growing queue. They must also be well-groomed, without appearing flashy. Depending on the assignment, a commercial flair may also be needed to highlight the employer’s products or services.
Briefing your staff properly
Once you’ve chosen the right team, it’s essential to brief them properly. It would be a mistake to think that welcoming guests is limited to checking names off a list or managing the cloakroom (not to mention the now-standard Covid Check) for a typical reception. Your hosts are, as mentioned earlier, the first human point of contact for your guests. They are also the first source of information. Therefore, they need to know the name of the company, the name of the event, key highlights, VIP guests, and—finally—the location of the restrooms. A conference or trade show host needs to know even more. Briefings are often neglected or rushed because hosts are typically the last to arrive. To ensure no detail is missed, prepare a written briefing to hand out on-site—or even send it to them in advance.
Perfecting the welcome desk
Too often, the welcome area is just a table with a cloth. But if you see it as a communication tool, it should reflect the atmosphere of your event. That’s why it’s important to personalise it and make it memorable. Don’t hesitate to include signage—especially if the venue hosts multiple events. Moreover, your welcome desk should be well organised. It often involves multiple stages: badge handout, check-in, gift or document distribution, coat check… For this to run smoothly and quickly, careful planning is key: sort badges alphabetically, prepare coat check tickets in advance by placing them on hangers, etc. These small details save your hosts precious time. Visualising the guest journey will help you optimise your setup.
Also, assign each staff member to a single task to avoid confusion or overlapping responsibilities.
Gathering feedback
Thanks to their strategic position—at both the entrance and exit—your hosts can play a key role in collecting feedback from guests. If they also assist during the event (e.g., guiding attendees, passing microphones), they can share valuable observations. This external perspective is often very insightful.
Although often underestimated, the welcome is an essential part of your event. To provide guests with a pleasant experience and contribute to your company’s positive image, take the time to carefully consider your needs. However, as with many aspects of events, the most important ingredient is trained, experienced staff who can anticipate and respond to any situation.