Some time ago, Days Inns started a program to rate the level of Quality for their franchisees using a Sunburst rating system. This system used the hotels Quality Assurance scores obtained by the various franchisees over a given period of time to determine how many �Sunburst� a particular hotel would obtain. One �Sunburst� being the lowest, and five �Sunburst�  being the highest. Actually, the American Automobile Association and Mobile Oil have been doing it for years. This system would demonstrate to the consumer the levels of quality to expect when making a reservation at a Days Inn Hotel and the price/value relationship. It is a great idea and has been widely accepted by the consumer, but not by some Days Inn General Manager�s !

When I worked for Days Inns I had an opportunity to visit and speak with franchisees all over the World and it surprised me how many hotel managers worked to obtain a high sunburst rating.  However, they did not exploit the many opportunities advertising their achievement. The primary reason for not doing so was that they believed the consumer would not be happy with their stay and would complain that the rating was a hoax! Yes, you read it right, they thought the Sunburst rating that was achieved by the hotel was miss-leading the consumer. They successfully deceived the quality assurance inspector and could not deliver on their promise to provide the customer an excellent guest experience. They only succeeded in deceiving themselves! 

Every now and then I would encounter someone who demonstrated excellence in what they set out to achieve. It was an exceptional desk clerk who anticipated our customers every need. Or, it was a General Manager, who generated both high performance and loyalty with their staff.  He/she found the secret to unlocking the desire to excel in each of their team members. 

Excellence, true Excellence, is something we prize but seldom see. It�s a joy to encounter someone who is truly excellent at what they do. More importantly, how can you become known as a person who consistently demonstrates excellence without using deceit?

One comment that is heard time and again about those who demonstrate excellence is "he/she is a natural at it." They don�t seem to struggle to be excellent; it just flows. This is always a sign of motivation, and therein lies the first key: Motivation is required for excellence.

Motivation is what we like to do naturally. It�s like being right or left-handed. We don�t even think about it. The same is true for people known for excellence. They have many motivating factors that work in concert to help them perform at a higher level. Like all motivations, these were inborn and are as much a part of them as being right handed or left-handed.

But there is a second key: Motivation can be developed. People who demonstrate excellence have identified their motivations and worked hard to develop them. They have added knowledge, skill, and experience. They practice to consistently produce at the highest levels. A good example of this is the �muscle memory� needed for a professional golfer to consistently excel at their sport. This only comes as a result of many hours of practice.

By the way, there is a flip side to these two keys, and it is this: The best we can be with low motivation is adequate and mediocre. No matter how hard we work and desire it, in the long run we will never be excellent at something without high levels of motivation in that area. In other words, if we toil in areas where we have low motivation, we resign ourselves to mediocrity.

Who wants to be mediocre? Who wants to be known as "adequate?" Wouldn�t you rather have a shot at excellence? The first step to unlocking your excellence is to know what you do well and then do not go back on your commitment to excellence. Exploit the positives in your life; exploit the skills you posses. Make a commitment to provide your guest with a �Superior� product when they were expecting less.  Then you can tell everybody about it!

Rick Welch is currently President of the Lakeshore Group Professional Hospitality Management, Consulting and Asset Management Company. 
He recently has consulted to many major Law Firms as a Professional Hospitality Consultant.