Hotel Franchising: 'Well Done' Is Better Than 'Well Said'

By Steven Belmonte CEO, Vimana Franchise Systems LLC | October 28, 2008

But some of the less known phrases are the ones that can perhaps teach us the best lessons if we relate them to the world of hotel franchising. In particular, two Ben Franklin quotes come to mind: "Well done is better than well said," and "A countryman [or hotelier for our purposes] between two lawyers is like a fish between two cats."

Think about those two statements for a moment.

Well Done vs. Well Said

As many in the industry know, I am not short on words. I truly enjoy conversing based on 30 years of hotel experience with friends and industry colleagues at brand conferences and other industry events. But success and respect do not come from what you say, but rather from what you do - and more importantly, what you do well.

Over the past 30 years, I've served as an owner/operator, franchisee, franchisor, brand President/CEO, and head of one of the largest hotel management companies. So what . . . so have many other people.

What if I tell you that I built my successful hospitality career with no formal education-starting in this industry as a desk clerk and working my way to President of Ramada, one of the most recognized hotel brands in the industry and a company that doubled in size under my direction? What if I tell you that I've mentored and motivated many employees and colleagues . . . That I've helped hotel owners to improve their franchisor relationships and negotiate solid contracts to ensure success. . .That I've mediated win/win outcomes for owners who were in jeopardy of losing their franchise . . . And that I've received the Humanitas Award for my work with Childreach, which helps to build medical facilities, schools, youth centers and housing in third-world developing countries across the globe.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.