Library Archives

 
Jonathan Barsky

With improved benefits and guest-friendly rules, hotel loyalty programs are increasingly becoming one of the primary reasons for selecting a particular hotel. Loyalty programs now rank fourth among reasons why consumers select a hotel (the top three reasons are "Location", "Price", and "Past Experience"). Across the industry loyalty program membership is on the rise and the percentage of "Elite" members in these hotel programs rose sharply in 2011 (up 5%). This is good news for hotels because members of these programs are more likely to recommend the hotel, spend more per room, and are less sensitive to price increases compared to non-member guests. Read on...

Rohit Verma

Issues relating to discounting and value are brought to the fore by the sudden popularity of "social coupons," which are activated when a group of people accept a particular promotion. The social coupons typically involve a steep discount, which challenges businesses to create promotions that do not lose money. Although studies have found that the social coupons do bring in additional business, they also raise the specter of cannibalizing existing sales. Instead of deep discounts, hospitality operators might better find ways to add value to existing services, especially since research has shown that the amount of the discount is less important than the fact that the business is offering a "deal." Read on...

Ashish Gambhir

Companies today are drowning in data - much of which may not even help you make better decisions and improve business outcomes. Slicing and dicing the reams of data in order to extract relevant, actionable insights is a business imperative. Read on...

Didi Lutz

Understanding the new rules of the crisis management game is important to protecting your hotel's reputation. While the real time that social networks offer these days can be horrific when a crisis hits, at least you will be prepared to face the worst. With a crisis plan in place and a great team behind you, your business will be ready to tackle any questionable social media post… Read my story Read on...

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Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.