Editorial Board   Guest Author

Mr. Fuller

Ed Fuller

President, Laguna Strategic Advisors

Ed Fuller is a hospitality industry leader, educator, and author of the international Top 20 bestselling business book, You Can't Lead with Your Feet on the Desk, published by Wiley. He is president of the Irvine, California-based Laguna Strategic Advisors, a global consortium that provides business consulting services to corporations and governments. Mr. Fuller is a director of the Federal Bureau of Investigators National Academy Associates Foundation (FBINAA). He has served as a Board Executive of several Charity Boards and Three University Boards.

Mr. Fuller's 40-year career with Marriott included serving as CMO and several regional operational positions which was capped by his role as president and managing director of Marriott International for 22 years. His results included the creation of 80,000 new jobs worldwide, the formation and operation of 555 hotels in 73 countries, $8 billion in annual sales, and the implementation of multiple environmental, philanthropic and educational initiatives.

During that time, he oversaw the creation of Marriott International's Global Security Strategy. His experience included chief sales and marketing officer, global leadership as President of Marriott International, Inc., as executive in charge of crisis management, future business assessment, top-level customer relationship management, sales and marketing leadership and long-term strategy development that applied corporate philosophies, delivered on brand promise and enabled ethical decisions.

An active alumnus of Boston University, Mr. Fuller is former Vice Chairman of its Board of Overseers, former President of the University's Alumni Association and a former Trustee. In 1998, he received the Alumni Award, the University's highest honor.

Mr. Fuller served as a Captain in the U.S. Army and was awarded the Bronze Star and Army Commendation Medal for service during missions in Vietnam and Germany. His new international spy thriller, RED HOTEL, will be in bookstores nationwide on March 19, 2019.

Mr. Fuller can be contacted at 949-333-1380 or ed.fuller@lagunastrategicadvisors.com

Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.