4 Resiliency Skills that Hoteliers Need Right Now

A Radical Redefining for Turbulent Times

By Eileen McDargh Chief Energy Officer, The Resiliency Group | March 03, 2019

The stock market gyrates with unpredictable and heartburning results. Icons of solid companies become straw figures before balance sheets. Children are abducted from their front yards and networks of terrorists spiral throughout the world. Out-of-control fires gulp huge swaths of California and a recently released National Climate Assessment warns the dire consequences of inattention to climate. Visa restrictions under the Trump Administration impact staffing in seasonal times. Technology, demographics, and social issues offer potential confusion to strategic planning and hotel design.

It's enough to cause all of us to stand like the proverbial "deer in headlights", mutter "the sky is falling", or else spring into action, often a knee-jerk response based on what was done in the past.

Whether you're the executive of a global hospitality chain, the manager of the housekeeping department, or a sales manager for meetings-- whether you are trying to reinvent your career, launch a new product, or juggle the demands of aging parents and children-- resiliency skills have never been more important: radical resiliency.

 Define The Terms

Throw the dictionary definition away. In 1824, Webster defined resilience as: "the capability of a strained body to recover its size and shape after deformation caused especially by compressive stress." That definition works for explaining metal but not for the mettle of the human system or an organization. This very definition gives rise to the popular two-word definition: "Bounce back".

No! Not! Never! Going back to an original state might feel comfortable but it denies the very opportunity of personal and organizational growth. In a constantly changing world, returning to old habits, old structures, and old behaviors can actually be counter-productive.

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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.