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HOTEL BUSINESS REVIEW

FEBRUARY FOCUS: Hotel Social Media

 

The Importance of Being in the Know In Order To Maximize Your Hotel's Performance

By Phil Tufano Partner & Chief Operating Officer, Kokua Hospitality | February 2015

With markets continually becoming more segmented, the need to differentiate your hotel from your competition in order to appeal to your travelers is increasing. This can be achieved by staying connected to every level of your team by means of constant feedback and financial reports. This intel coupled with an understanding of current trends is critical to keep in stride with your market's needs. Real-time financial reports Knowledge is power and consistent updates with new information are not only empowering but necessary to succeed and surpass your competition in hospitality today. Constant “real-time” financial reporting is an essential ingredient for making effective decisions. For example, the boutique Powell Hotel in San Francisco uses a system created by Kokua Hospitality that allows their team total access to daily, weekly, and monthly reports. This also allows the management team to remain on the same page and making decisions based on consistent information by understanding where the hotel stands at all times. This also provides immediate, transparent feedback of the hotel's efforts towards each of their individual goals. In a world in which companies are only as good as their last financial statement, this system of providing readily-available financial information to team members helps them keep in pace with constant change and to respond effectively. **Daily Meetings With Your Sales Team** In addition to looking at results from financial reports, it is equally imperative to meet regularly with the sales team to discuss all tentative and prospective pieces of business on the books. The meetings are a time to ask questions about what needs to be done in order to close the deal. It is helpful to make plans together and go over sales tactics and challenges with the group so that each person knows they're not doing it by themselves. The management team should stay close to the process, show interest and let everyone know how important closing the business is and that it has your undivided attention. To secure meetings, the sales team should meet personally with all meeting planners and site inspections. People do business with people they like. So make sure your customers know and like you. **Constant Feedback from the Trenches**

Those working at the front desk, serving at your hotel's restaurant, working as concierges- these are the people that your guests interact with and are most concerned with when evaluating the service of your hotel. They are the first and lasting impression left on your traveler's minds. In the hotel business, communicating policies and procedures to the field from the corporate office is important to maintain product and service consistency and standards. Therefore, quality communication is crucial, on both sides to deliver feedback and new ideas. Feedback from your line staff is an undervalued way to receive untapped information that can better inform your decision making. Who better to tell your management team how effective their strategies and policies are then the people dealing with them face-to-face every day? Constant evaluation and relevant feedback is key to focusing in on the details and creating positive change. For the Powell Hotel, Kokua Hospitality implemented an easy-to-use 24/7 text messaging program for employees to utilize as an outlet to communicate their experiential insight and feedback back to management. With this information, the management team is able to evaluate the strategies and ideas they come up with and apply this to their services for guests. From this, the hotel has been able to create better guest experiences as well as improve the work environment for their employees. **Do Your Research** Often companies rely too heavily on revenue managers and software to provide daily forecasts of consumer demand to set their pricing. These programs consequently price your hotel's products too closely to your competitors. The problem with this strategy is that each hotel has its own market segments and with these segments comes specific needs and characteristic expectations of your hotel that must be met. Your management team needs to distinguish itself by understanding your specific market and past and current data on it. There is merit in conducting your own research and compiling historical data in order to generate genuine pricing recommendations. This data is essential to truly understanding when it is the right time to sell the right product to the right customer at the right time. This business is as much about understanding current trends and consumer opinions as it is about understanding past data. Booking windows are becoming increasingly shortened and with this added constraint, it is more important than ever for your management team to genuinely understand the property's unconstrained demand on a daily basis for your market segments both within and outside your hotel's booking window. From your research, you can start to see booking trends for your travelers - when are they booking and why are they booking rooms at your hotels. Understanding these patterns will help your management team price your rooms appropriately and appeal the most to your markets at the right time. **Don't Just Rely on Internal Information** Along with compiling historical data, the need to trend watch and pay attention to reviews are imperative today. Management teams need to remember to look outside their internal sources for inspiration and tips on where to improve and where to expand. Reportedly almost half of all those who are traveling, consult their friends or online sources for tips and reviews on where to stay and what to do. With this in mind, it is crucial for a hotel to monitor reviews of their hotel. Pay attention to services such as Yelp and Trip Advisor. High ratings help drive bookings and better position your hotel in comparison to your competition. For the Powell Hotel, Kokua Hospitality has utilized these influencing metrics and as a result has been able to create a double-digit RevPAR index growth for this hotel. Increases in RevPAR Index, occupancy, and ADV have all been accomplished before the planned $25 million renovation for the property in the beginning of 2015. Social media platforms are also very helpful with getting insightful consumer feedback. Millennials, in particular, are very active with social media and are very open about sharing their opinions and experiences with friends via social media. Facebook, Twitter, and Instagram are just a few of the social channels out there that hotels can use to start conversations with consumers. Facebook even offers a rating system now so guests can review hotels and rate their experience in a scale of one to five stars. It is critical to monitor what is being said about your hotel on all these platforms so that you can address any dissatisfaction that's being expressed. In addition, hotels should take the feedback seriously and actually take action to make improvements to change the guest experience. Instead of writing content just for the sake of posting, hotels can be strategic about asking the right questions and encouraging feedback for consumer research. Some ways of encouraging feedback can include adding signage around the property so that guests are aware of your social media handles and hashtags; offering a giveaway on social media in exchange for taking an online survey; and having the front desk give reminders when guests are checking out. Your team can glean a better understanding from these reviews and social media channels of who your traveler is and how your hotel can cater to them so that your hotel can become a top of mind choice. Evolving with your traveler is very important to providing for their preferences and expectations when traveling. For example, free wifi is an increasing trend that many guests say they cannot do without. Local trends are also a great opportunity for your hotel to attract more guests. **Know Your Community** It's no secret that hotel performance depends on the location of the property. Each market requires a tailored approach. One way to stay ahead of the game is by knowing the business leaders and politicians who pull the strings. Some ways of getting integrated into the community can be hosting company holiday parties and meetings; getting involved with your Chamber of Commerce and Convention & Visitors Bureau; and becoming a sponsor partner to local events. The hotel team should read local news and know which new companies are moving into the neighborhood and welcome them with open arms. Lastly, be philanthropic and give back to the community. For example, Kokua Hospitality launched a philanthropic program, No Reservations Giving. It is part of the company's mission to “extend loving, sacrificial help to others for their benefit, not for personal gain.” The initiative not only gets employees involved, but also guests. They are asked to “pay it forward” by volunteering their time and energy to groups that service the larger community. Hotels can get the staff and guests to participate by sponsoring annual volunteer days; offering to match donations; asking guests to support causes through resource conservation at the property; and organizing regular fundraisers. In conclusion, to maximize your hotel performance, it is critical to listen and ask the right questions. The management team should take into consideration the feedback from the hotel staff in addition to responses from the hotel guests. It's not enough to focus on the present. It is a combination of historical data and awareness of the industry and community that will help foresee the needs of the consumer and as a result maximize your hotel's performance.

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Laszlo Puczko Tour De… Well-Being in Hospitality
  • By Laszlo Puczko, CEO & Co-Founder, Health Tourism Worldwide

    • Cycling can be a strenuous activity either for sport or for recreation. Especially road bicycle racing. To many professional cyclists the ultimate dream is to take part in the Tour de France. Cyclists while they race through beautiful locations need to show various skills to be a successful contender and take the yellow jersey. They need to excel in having good coordination skills, stamina, balance and perseverance. One may think that winning the Tour is a solo pursuit. You cannot be more wrong. Apart from specifically optimised personal physical and mental qualities there is always a great team...

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Terri McCollin Branded Residences: Rethinking Communication Strategy for Luxury Hospitality's New Normal
  • By Terri McCollin, Vice President, J/PR

    • Luxury hotels with residences are not new; hotel groups have long offered guests private studios, villas, and every type of residential accommodation in between as bookable upgrades to rooms and suites. The first hotel to offer what is now referred to as ‘residential luxury living’ was The Sherry Netherland in New York, which launched in 1927 and continues to be one of the city’s most prestigious addresses nearly 100 years later. As a result, hospitality publicists are adept at pitching multi-generational family, group travel, and extended-stay news angles centered on these accommodations. However, the newer branded “home from home”...

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Gadi Hassin Selina's Gameplan for Operational Excellence and Unmatched Guest Experience
  • By Gadi Hassin, Chief Operating Officer, Selina

    • The combination of innovation, efficiency, and a relentless focus on guest satisfaction is the key to staying ahead in the forever-changing landscape of the hospitality industry. At Selina, we are re-imagining the hospitality experience through a holistic approach that brings technology, sustainability, personalized experiences and a deep commitment to engage communities in the process. Our efforts have streamlined operations, reduced costs, and created unique and memorable experiences for our guests and team. Here’s a behind-the-scenes look at how Selina is continuing to set new standards in the industry. Strategies for Operational Excellence Achieving operational excellence in the hospitality...

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Justin Taillon Serving Success: Professional Association Trends
  • By Justin Taillon, Full Professor & Department Head, Highline College's Hospitality & Tourism Mgt

    • I was ecstatic to begin my career as a Front Office Manager with a major hotel company after I completed my bachelor's degree. Approximately 6-9 months post-graduation I became antsy. My work was going well but I was not advancing myself in a way I was accustomed to. I was no longer writing papers, taking exams, or otherwise being assessed weekly in ways I had become accustomed to. I began searching for outlets to continue this type of growth.I found that there were many avenues available for lifelong learning. I was able to cross-train through my employer, read industry periodicals,...

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Lawrence Adams Beyond Magic Fingers: Sleep Science for Hotels and Resorts
  • By Lawrence Adams, Principal, Lawrence Adams Architect

    • From the second-floor lodging rooms of Silk Road caravansaries and the roadside mansiones of the Roman Empire to today’s limitless variety of hotel accommodations, hospitality’s most important service to its guests has always been the promise of a good night’s sleep. Heads in Beds has long been the primary objective of hotel companies. While contemporary hotels may provide many guest attractions in the way of fine restaurants, beautiful meeting spaces, lively entertainment, and lavish social spaces, facilitating the opportunity for its guests to have a quiet, comfortable, and secure place to slumber is still its most important provision. Any...

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Adoniram Sides The Future of Hospitality: Emerging Trends for 2025
  • By Adoniram Sides, SVP, Hospitality, Lightspeed Commerce

    • As the hospitality industry continues to evolve, 2025 promises a wave of fresh innovations and shifting consumer demands. Guests today seek more than just great food—they crave memorable experiences that transcend traditional dining. Through technology and human connection, restaurants are finding new ways to meet these expectations. Here are 10 key trends that are expected to shape the future of hospitality in 2025, drawing from Lightspeed’s State of Hospitality Report 2024, which surveyed over 7,500 consumers globally, along with additional insights from Canadian and U.S. dining trends to highlight evolving behaviors across key markets in North America:1. Experiential...

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Fred Realbuto Sustainable Practices: Beyond the Hotel Room
  • By Fred Realbuto, Director of Green Lodging / Green Hospitality Certification, Audubon International

    • As the hotel industry continues its vital transition into the brave new world of Green Hospitality and implements new sustainable best practices every day, it's easy to overlook the fact that all change takes place on two big fronts: what guests see and experience, and what they don't.In other words, efforts behind the scenes further a property's stewardship commitment for the guest's (and planet's) benefit, while bolstering the bottom line, not only in capital expenditures but in customer satisfaction and return business. Vacationers look for and expect sustainable practices in every corner of the hospitality experience. Following are examples of...

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