Training as an Investment: Five Reasons Why Training Pays

By Caroline Cooper President, Zeal Coaching | March 13, 2011

There are many reasons why hoteliers may be tempted to cut back on training. The commonest excuse I hear is " Well, what if I invest in their training and they decide to leave?" But what if you don't invest in their training and they decide to stay?

Another cry is "We've had to cut back on staff, so I can't afford the time to release anyone." So how then are your remaining staff to learn how to pick up the extra tasks and responsibilities without any training?
Investing in training has so many benefits both directly and indirectly.

1. Consistency and customer service

Good customer service is critical in any business but particularly in hospitality, and it doesn't happen by accident. The obvious area is training in customer service itself; how to treat customers and how to cope under pressure and when things go wrong.

But in addition to this to achieve good customer service staff need to know systems and procedures in order for the operation to run smoothly. There's nothing more frustrating for our customers than staff who are disorganized and lack knowledge of the products and services.

Without training staff won't know standards or expectations and therefore it makes it nigh on impossible to achieve any consistency, a crucial factor in ensuring customer satisfaction, be that in cleaning, food service, personal presentation, confirmation of a booking or any other customer touch point. All these examples come back to the customer experience, and at a time when we all rely so heavily on repeat business none of us can afford such inconsistency.

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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.