Essential Staff Motivation and Retention

By Sanjay Nijhawan COO, Guoman Hotels (UK) | June 06, 2010

Fail to look after your people, be they staff or customers, and you won't be around for long - whether you're selling shoes, diamond watches or burgers. In the hospitality industry duty of care, at a premium standard, for both staff and guests is what makes the difference between a good hotel and a great one.

It is certainly true that the hotel business certainly has to go a step further when it comes to its 'people'. If anything, the emphasis on getting your employment and retention policies 'righter' than the rest is even more marked and important. Hotels are in a pretty unique position in that what they provide for customers in terms of experience is 100% in the hands of the team on the ground. And since you are running a 24-hour operation, it means genuine consistency of service is required throughout each guest's stay.

Putting aside the economic disadvantages of high staff churn (the advertising for new employees, the time spent interviewing and chasing up references and then the cost of getting them up to speed with your organisation), having a settled workforce automatically brings with it the seamless delivery of constant excellence. Of course, your hard assets count - the location, a well-furnished property and great conference facilities are important because they draw in the guests. But they'll only do that once. Mess up the service and you can kiss any return visit goodbye.

So how do we ensure are staff are satisfied? We're all very different animals, and respond to situations in myriad ways. What's right for one surely can't fit all?

While it's true that deciphering what makes us all tick is a centuries-old puzzle, there are certain traits that we all display. Understanding them is the key to unlocking the best performance. Perhaps the best way to understand is to appeal on an almost primeval level to the things that drive us all as human 'animals'.

1. Moving on up

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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.