Journey to Excellence: Creating Standards for Your Hotel Employees

By Stephen Hall Founder, Brandworks Distribution LLC | September 13, 2015

The definition of excellence is "consistently meeting right standards." The definition contains the inseparable union of quality and ethics. Aristotle suggests that there are three legs on the stool of excellence. They are ETHOS, LOGOS and PATHOS. Ethos refers to standards and logos refers we "right" standards. Pathos refers to the passion which we must have to ensure consistency. In the previous issue we discussed ethics. In this issue we will discuss the ways in which standards are created. As we begin however one point is absolutely crucial to our discussion.

The Standards Must be in Writing

Traditionally hoteliers have been reluctant to put standards in writing but there are four reasons why it is absolutely essential.

  • Written standards minimize ambiguity. When we have to put items in written
    form we tend to express more care in providing a clear and understandable
    meaning.
  • One of the biggest obstacles to consistently meet standards is that of
    turnover. Traditionally turnover has been extremely high in the hospitality
    industry which means that training is a major element in consistency.
    Written standards ensure that all employees are taught the same level of
    standards we demand.
  • Standards must undergo periodic fine-tuning. As excellence inculcates our
    organization we will be consistently raising our standards to new levels. In
    written form standards are easily disseminated and reviewable.
  • When a standard is not met re: what was intended versus what was executed
    the error must be absolutely clear. This is particularly helpful when
    dealing with unions.

Putting standards in writing is easily accomplished with today's popular word processing programs. It is done department by department. Let us now move on to the formation standards.

How to Set Standards

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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.