Sequence of Service Training

Sequence of Service Training

By Jesse Boles Executive Director of Operations, FreemanGroup | March 04, 2012

Anyone who's ever built their own home knows that if you make even a minor change to building plans after they've been finalized, additional costs are going to accrue. The builder has to make new assessments, the engineer has to be consulted-again, and before you know it, a domino effect occurs that results in countless unexpected headaches, bills, and paperwork.

When it comes to implementing your hotel's service training program, it is not unlikely that you will face similar problems. When staff members aren't trained to perform tasks in a logical order, significant messes, operational and financial, are bound to spill over and impact your ability to manage your hotel, your budget, and your time.

The best way to head off training mishaps before they occur is to develop individual work cycles for each position. Ask: What does each person in each position do? What are the effects of their actions and responsibilities on guests and other departments?

Facilitating work cycle discussions can take considerable time and effort, but it is worth the trouble. Defining work cycles helps you uncover unrecognized problems as well as discover new ways to resolve issues that have perhaps gone unaddressed for far too long. It helps get everyone on the same page and reinforces your organization's service standards. It also gives you an opportunity to uncover and address legal, financial, safety, and security compliance issues.

When all staff members understand how performing actions in sequence supports the standards, everyone benefits. Guests are delivered a consistent experience, departments function together smoothly, and employees have greater incentive to take pride in their work and in their positions. Obviously, all of these things are of great benefit to a hotel's operations, brand, and bottom line.

Once you have defined the work cycles for each position, designing training programs that follow a logical sequence can become relatively easy. You can pull from existing work cycle information to begin developing each session. A very basic outline for the sequence of service portion of a front desk check-in training session may then look something like this:

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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.