Alumni Relations: Team Spirit is a Powerful Service Ally

By Roberta Nedry President and Founder, Hospitality Excellence, Inc. | May 19, 2010

Your former employees are a powerful market target. They all ready know the message and product. They "bought in" to what the organization was all about when they joined. They do not need lots of advertising messages and persuasive literature to familiarize them with the product or environment. They are "ripe" for the marketing mix and they should be top picks for special promotions and communications. Your employees could and should be one of your most valuable conduits for new business. So...how do you refine service levels to this powerful group?

This point really hit home for me when contacting one of my former employers, a resort company, for whom I have tremendous respect and enthusiasm in addition to wonderful memories. This would be the first time I would introduce my family to a place that was so meaningful to me, and I was excited. So, I wrote a personal note to the General Manager with the hope that he would acknowledge my contributions as a former employee and show me some level of recognition. I was not necessarily looking for a discount or preferential treatment. What I was looking for was a "welcome back" and appreciation for a "family member" that had returned, with lots of extra dollars to spend. Instead, he apparently handed the letter off to an assistant, who sent me a form letter, directing me to call the general toll free reservation line, like EVERYONE ELSE IN THE WORLD!!! My loyalty diminished, and sadly, my memories got some new tarnish. All sorts of opportunities to have someone personally address my stay and encourage me to increase dollars per day spent were immediately lost.

What if they had only instead offered a friendly "welcome back" message, and perhaps helped with a reservation. Considering that this same executive probably spends lots of time and dollars thinking about methods to reach new guests and expand room night revenues, why did they totally miss the opportunity to take advantage of this target market? This one was easy and would have had no cost-"relationship marketing" 101! Effectiveness in hitting target markets doesn't have to always be the result of costly shotgun approaches, when often the best targets already consider themselves part of the relationship.

The hospitality industry employs thousands of people in both short and long term roles. Some are seasonal and some spend a lifetime with one organization. Some employees stay within the hospitality industry but move to other locales or types of properties. Some move into other industries with meeting, business and entertainment needs for the hospitality industry. Each of these employees has families and friends and business associates. Word of mouth is one of their favorite advertising mediums and they love to talk. Hospitality people are usually "people people".

Let's learn a lesson from major universities around the country. Alumni relations is critical to fund and fan raising success. Highly paid officers are hired just to manage the relationships with former students and harvest dollars from loyal graduates. Why wouldn't hotels and business do the same? Former employees are such an easy sell ...and you know who they are!!!!!!

How can hotels and hospitality organizations score big with employees as a target audience? How should hotels service those who used to be in service? How can former employees be reached and what will motivate them to become guests themselves?

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.