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  • Social Media & Relationship Marketing
  • How to Involve and Incentivize Your Team To Improve Online Guest Satisfaction

  • A recurring theme we see in hotels that are most popular in online guest reviews is that they make guest satisfaction a team effort. Continuously improving quality is coordinated between all departments by sharing online feedback and a plan for action. We see that the degree to which hotel executives take insights from reviews and turn this into measurable action steps for their staff is directly connected to how popular that hotel will be on the social web.

    The Roger Smith Hotel in New York - widely recognized in the industry as one of the most advanced users of social technologies - understands the team effort required. Everything they do online - from creating content for publishing to selecting amenities to providing service - is coordinated among their entire staff based on guest feedback. For example, the inaugural edition of their online newspaper, The Jolly Roger, included advice on things to do in New York from the restaurant manager, director of sales, general manager, and an intern. Publishing this provides service to their customers and online audience. When it comes to online reputation management, review reporting is scheduled for key people throughout their hotel, providing a reminder to continually deliver remarkable ...

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Hotel Business Review Social Media & Relationship Marketing

Jeff Catlin
Andrew Freeman
Didi Lutz
Mary Gendron
Georgi Bohrod
Robert King
Lorraine Abelow
Kent Campbell
Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.