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HOTEL BUSINESS REVIEW

JANUARY FOCUS: Mobile Technology

 

The Three Pillars of the Hotel Industry: Customer Service, Colleagues and Money

What You Can do to Make Financial an Equal Pillar

By David Lund Hospitality & Leadership Expert, The Hotel Financial Coach | January 2017

Brands are asleep when it comes to the opportunity they have to increase their effectiveness by creating financially engaged leadership teams in their hotels. Brands sell expertise to owners. Brands need to realize the key to mastering the third pillar, the finances starts with investing in financial leadership training in their hotels. Brands mandate guest service and colleague engagement programs and the owners pay the tab. The exact same relationship exists for financial leadership training and everyone wins, the owner, the leaders and the brand.

Pillar 1 - Guest Service  

We manage guest interaction with an understanding and belief that we're all invested in good guest service. Even the departments that don't have direct guest contact help support the colleagues and departments that do. We are all responsible. Good guest service is a no-brainer for anyone in the hotel business. It's the very moral foundation that our business is built upon. Finding ways to increase guest service is just good business. We invest in guest service at all levels in our hotels and we take the function of providing great service very seriously.

In branded managed hotels, the management company typically has guest service programs that they have either created or they provide in alliance with a vendor. In addition, we spend serious dollars asking our guests how we are doing. Guest service scores are critical to the operations of the hotel. In every instance the brand mandates the guest service programs inside their hotels and the owners pay 100% of the tab, for everything related to creating and maintaining guest service. Many owners question the management company's programs, these can be very expensive and the results are hard to nail down. Annually the brand will send their hotels the yearly programs via the budget documents that outline all the programs the hotel needs to add to their upcoming year. Even if the hotel adds labor for training the owner, in the end, pays 100%.

When we think about a brand and its service reputation it's interesting to see through this mirage, to look and see that ultimately the owners of the hotels are paying to create the brand's service promise. This is largely a secret to most people. Understanding the relationship between the brand, the owner and what is created via this dance is an interesting segway. In most branded hotel's, the annual guest service score forms part of the executive team's bonus criteria and achieving the targeted number or better is a direct link to their pocket books. The last thing I will say about guest service is we do not tolerate leaders or staff that do not provide excellent service.  

Pillar 2 - Colleague Engagement

With colleague engagement, it's the same: We're all involved and implicated in managing departments and creating hotel teams that have high-colleague engagement. No leader or department manager is excused from the mission of colleague engagement. We have a myriad of tools to engage the staff, from employee newsletters, town halls, monthly colleague meetings, seasonal parties, special celebrations, sports teams, long service awards, employee of the year, employee opinion surveys, whistleblower lines, employee assistance programs, employee benefits, employee meals etc. etc, I could go on and on, this list is very long. The irony in all of this is the owner pays 100% of the cost of any program or event.

Once again having an insight into this dynamic between the brand and the owner is an interesting dance to watch. Owners question many expenses related to "creating" colleague engagement but in the end, they pay. So where is the benefit of good employee engagement? It's obvious, good engagement coupled with great service equals a fantastic opportunity for our guests to have a wonderful experience. It used to be the case that human resources were "responsible" for creating colleague engagement, but not any longer. Each department has its own employee opinion survey score and a bad apple in the bag will not last long. No leader is excused from the necessity of a great colleague engagement.

Pillar 3 - The Money

The money, the P&L, the owner it all boils down to the same thing, providing a superior return for the stakeholder. How is this pillar different? Well, really it isn't different we just treat it differently. When we talk about the money and we ask ourselves what do we do to create financial leadership inside of our hotels the answer 19 times out of 20 is NOTHING. We do nothing to lead and educate our management teams on the matter of financial skills. I am not talking about the accounting department and the financial function, I am talking about the education and the skills of the non-financial leaders in your hotels. What do we do inside our hotels to create management teams that have a solid financial foundation? The answer, NOTHING.

Why may you be asking is this the case? There are three reasons that I will point out.

- One, we still live in an owner operator mindset that still echoes the idea, "look after the guests and the money will look after itself", but the reality today is that we manage hotels and as a management company we sell expertise to owners. Brands need to slow down long enough to realize they need to evolve.
- Two, the finances and talking about the money for many people is still "Taboo", the idea that we share the P&L and the managers get to see the financial results is a sacred cow for many people, to this notion I can only say, "get over it". If we want to have mature responsible leaders, we need to trust them and share the financial information.
- Three, we seemingly don't know how to lead and educate our managers financially. We hide behind the numbers and push it off as the responsibility of the finance department. This is really the opportunity in all of this. We have the ability to train and lead our managers financially and it's not difficult to accomplish. In fact, the owner will pay 100% of the cost to create the financial leadership in your hotel. Just as we have discussed in the other two pillars the brand can mandate the training program and the owner will pay 100% of the cost. 

Leaders what to be educated financially and they want to have finical responsibility. The idea that leaders don't want to do this work is nonsense. Today's leaders are literally dying to get financial leadership skills, they know without these abilities their career is limited. There are some conditions to this. First, the leaders need to know your there to support them, to provide the education and the training to facilitate the creation of financial leadership as part of your culture. Giving your leadership the responsibility for the numbers is not enough, you need to give them a system and be there when it counts, be there when it's a mess and support their efforts, be there when it's a win and celebrate their success. The brand and the general manager need to get behind this initiative, it's not a finance and accounting function it's one of the three pillars, therefore, it's a front-line management function for every single leader, it is not someone else's responsibility.

Hiding out behind the numbers is not a viable strategy. Leaders need to know you have a system for them to follow, a predictable process with defined timelines and accountability for all. Leaders want to produce their own budgets and forecasts, not be given numbers that someone else has cooked up and then their told "good luck here are your numbers". Lastly, leaders need to see that you are investing in them, in their career and in their success. Once they see you're committed to their success it's a game changer. If they sense in any way that it's anything less that you are offering, you will not succeed. 

The benefits of financial leadership are everywhere. First leaders that know what's happening financially in their departments can plan and execute better. Imagine a leader who knows their expenses and payroll and he or she tracks the sales and volumes in the month and adjusts spend and schedules accordingly. The flip side is flying by the seat of our pants. We have all been there. What will happen the next time we have financial headwinds in your hotel? If you have created a financially engaged team you will have choices and buy-in when it comes to cost reduction. The brand also benefits from financial leadership training, building bench strength as leaders move throughout the organization. A brand with this kind of talent would quickly make a name for itself. The owner benefits big time.

Having a financially engaged leadership team means the team is all in when it comes to maximizing resource and profits. We all know that in our industry we have a million ways to waste money, it's literally everywhere, on the flip side with a financially engaged team we have a million ways to save money. It's all about the culture you create, and it's fun! Like building a great service culture or a colleague engagement machine, financial leadership teams are every bit as possible. How do you grow a garden? You plan seeds and you nurture and care for it. The financial leadership piece in your hotel is exactly the same.

Return on Investment 

A client of mine showed me a wonderful thing. We wrapped up a day of financial leadership training and he thanked me and asked the workshop participants for feedback, I got some great comments and ideas. Then he said something unexpected, he said, "would all of you like to make an agreement with me" and then he put his hand up, every single hand in the audience went up. He then said, "I want to pay for David's fee today, could each one of you find $200 in savings this month in your individual departments" and he put his hand up, again every single hand in the audience went up. There were almost 40 people in the workshop - that's $8000 in GOP, just like that. Then he did something truly remarkable. He said, "thank you and one last thing before we go, would all of you agree to do that every month this year?" Again, his hand went up and every single hand in the audience went up. What just happened here? $8,000 has now become $96,000 and that's just GOP, what about asset value? Using a cap rate of 8, he just added a million dollars to the value of this hotel. That's amazing. 

Following up with him over the following months his leaders came up with some amazing ideas to find their $200. Here are just three, there are hundreds of ideas. The fist idea came from the chief of security, his idea was to turn off people's PC monitors. He did some research on the electricity costs and his idea netted the hotel $3,000. The second idea came from the assistant restaurant manager, her idea was to stop giving dinner guests bread and butter, instead, we will offer bread and butter, overnight a 30% reduction and an annual savings of over $12,000. The last idea came from the executive assistant, she had mentioned that her $200 would be hard to find as she had no budget or staff. As it turns out she managed the relationship with Xerox and she had an idea she had been thinking about it for some time. Her idea was to default the hotel's fleet of copy machines to duplex. This hotel was a big group house that produced more than 2 million photocopies per year. Her idea resulted in a 25% reduction in paper and copy costs, a $50,000 savings.
  
That's how you do it. That's how you make the third pillar as important as the other two. Our business is a transaction, volume business. Find a way to save a penny or two and see the multiplier effect.
 
The irony in all of this is, hotel brands largely don't own hotels anymore. Brands today sell expertise to owners. The brand with the best financial leadership model would be very attractive to owners. Brands mandate standards and owners pay to have these in place. In the case of financial leadership like service
programs and colleague engagement efforts,  the owner pay the way for the brands. What are brands waiting for?   

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You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

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