How to Successfully Launch Your Renovation
By Steve Van President & CEO, Prism Hotels | March 10, 2013
We've reached the final chapter in our three part series on hotel renovations… and we've saved the best for last. Whether prompted by a change in flag, an interest in attracting more affluent guests, or simply the desire to keep your current clients comfortable and loyal, renovations are a part of life for every hotel.
The traditional approach to launching a renovation is to put up a big wall that divides the construction area from the rest of the world, add a small announcement blurb to your webpage and post a sign with two hammers that reads "pardon our dust for the next six months." I call this dated strategy the "out-of-sight out-of-mind" method.
A better approach is to think of a renovation as a client engagement initiative that begins six months before the construction and extends for six to 12 months after the ribbon cutting. This may seem daunting at first, but if managed properly, this mindset will take the renovation experience to the next level for everyone involved.
Tell a story
Every renovation needs a story or hook; something unique and interesting that differentiates it from all the other "newly-renovated" hotels out there. I use quotations because I think you'll agree with me that across the industry there are vastly different perceptions of what constitutes "newly" (helpful hint – don't stretch it too far).
A few years back, Prism took on the reconstruction of one of our properties with a baby theme-we announced the pregnancy of the hotel, then held a "baby shower" midway through renovations and ended with a birthday party for the re-born hotel. It was a big hit and generated lots of conversation in the community.