Guest-Focused Corporate Culture Results in Top Guest Scores
By Frederick Cerrone President & CEO, Hotel Equities | April 22, 2012
I believe that the culture of a company is its very heart and soul. I know that to be true of Hotel Equities (HE), a firm that I founded in 1989. Every associate in our company contributes to that corporate culture in order to keep it alive, vibrant and focused on our mission of making a difference in people's lives – the lives of our guests, our associates and our investors. A guest-focused corporate culture results in top guest scores.
Our SpringHill Suites by Marriott Vero Beach, Florida hotel recently earned the brand's Chairman's Award for posting the top Guest Satisfaction Scores in the brand for the entire year of 2011. Marriott also named it the brand's Hotel of the Year. With more than 280 hotels in the brand, our hotel's accomplishments came as a result of total teamwork. Team members at that hotel live out our culture as they serve our guests.
Of the firm's twelve Value Statements, there are five that serve to define and expand the meaning of the Hotel Equities culture. Each of these has aspects that pertain to achieving the goal of top guest scores.
In the daily HE stand-up meetings, our managers review and discuss one Value Statement each day. The group shares thoughts and examples of situations pertinent to the statement. Associates remind each other of the value's relevancy and importance. Our associates participate in a mini training session every day.
"You never get a second chance to make a first impression." As one of the touchstones of our corporate culture, this statement continues to ring true decades after I first introduced it to my associates in a stand-up meeting at the start of our day when I was a General Manager myself.
Think about first impressions at the hotel. First, the guest views the hotel from the outside. Then he or she enters the lobby and experiences a reception at the front desk. With each encounter throughout the hotel, we must continue to impress the guest and do so for as many hours, days or weeks that they stay at our hotel. Daily meetings and the support of managers and peers help keep the culture at the forefront and working.
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