News for the Hospitality Executive
|Lessons from the Field
A Common Sense Approach to Success in the Hospitality Industry
|By Dr. John Hogan, CHA MHS CHE, October 7, 2008|
Understanding the Value and Power of Breakfast
|By Dr. John Hogan CHE CHA MHS
October 10, 2008
High expectations are the key to everything.
Sam Walton is best known for his fierce commitment to offering value and consistency through carefully watched costs and to innovation in retailing. The hospitality industry has parallel features to retailing, as noted by a reader of one of the recent columns on STRATEGIES FOR HOTEL RESTAURANT MANAGERS. John Spomer, Vice President & Managing Director of Destination Hotels’ Driskill Hotel in Austin, Texas (http://www.driskillhotel.com/) shared the following insights
“As an “old foodie” – it still blows me away that “servers don’t sell” so my tidbit is
Breakfast sells lunchIn our book LESSONS FROM THE FIELD, Howard Feiertag and I discussed the importance of breakfast as an effective sales tool, as an excellent way to interact with existing customers and as a way to competitively position your hotel against the competition. Four years ago, I authored a column that discussed The Power of Breakfast and proposed that many rooms’ only hotels were missing an opportunity to showcase their hotel’s physical amenities and layout.
In late 2008 with the dreadful global economic cycle facing all of us,
we hoteliers must assess each and every asset we have and determine ways
to effectively use them. This awareness leads me to an update of
the VALUE AND POWER OF BREAKFAST.
Most hotel sales professionals will agree that group business, meetings and contract sales are usually closed when the prospect client has had a first hand opportunity to see the property "in action." While some clients include an overnight as part of the due diligence review, many others cannot evaluate the full benefits of a rooms only hotel in competition with full service properties.
Breakfast at both rooms-only and full service hotels is a chance to shine, as more salespeople than ever are viewing breakfast as an ideal time to "do" business.
Inviting potential clients for breakfast and a tour of the hotel continues to be appealing to both hoteliers and buyers. Consider these arguments why business breakfasts make sense for everyone:
FULL SERVICE HOTELS
The competition from the Rooms Only Hotels in your marketplace is increasing and many of the mid scale chains provide complimentary breakfast. Your response needs to include an exceptional breakfast offering that makes potential guests decide to select your property.
ROOMS ONLY HOTELS
While many brands have clear guidelines, extra efforts in this area have demonstrated returns for operators and satisfaction for guests.
Questions of the day
These questions are offered to stimulate discussion about the way we do business. There is not necessarily only one “correct” answer – the reason for this section of the column is to promote an awareness of how we might all improve our operations. Consider using these or similar questions at staff meetings encourage your team to THINK!
Readers have sent me feedback asking for columns on room service, banquets, and customer care in food & beverage operations. I am always looking for suggestions and welcome ideas.
Reader input has been very gratifying on my request for your input on DEFINING HOSPITALITY and I will be sharing those already received and any that come to me by 10.15 in a column later this month.
Feel free to share an idea at firstname.lastname@example.org anytime or contact me regarding consulting, customized workshops or speaking engagements. Autographed copies of LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES can be obtained from THE ROOMS CHRONICLE www.roomschronicle.com and other industry sources.
All rights reserved by John Hogan. This column may be included in an upcoming book on hotel management.
John Hogan’s professional experience includes over 35 years in hotel operations, food & beverage, sales & marketing, training, management development and asset management on both a single and multi-property basis. He holds a number of industry certifications and is a past recipient of the American Hotel & Lodging Association’s Pearson Award for Excellence in Lodging Journalism, as well as operational and marketing awards from international brands. He has served as President of both city and state hotel associations.
John’s background includes teaching college level courses as an adjunct professor at three different colleges and universities over a 20 year period, while managing with Sheraton, Hilton, Omni and independent hotels. He was the principal in an independent training & consulting group for more than 12 years serving associations, management groups, convention & visitors’ bureaus, academic institutions and as an expert witness. He joined Best Western International in spring of 2000, where over the next 8 years he created and developed a blended learning system as the Director of Education & Cultural Diversity for the world’s largest hotel chain.
He has served on several industry boards that deal with education and/or cultural diversity and as brand liaison to the NAACP and the Asian American Hotel Owners’ Association with his ongoing involvement in the Certified Hotel Owner program. He has conducted an estimated 3,100 workshops and seminars in his career. He served as senior vice president for a client in a specialty hotel brand for six years.
He has published more than 350 articles & columns on the hotel industry and is co-author (with Howard Feiertag, CHA CMP) of LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES, which is available from a range of industry sources and AMAZON.com. He resides in Phoenix, Arizona and is finalizing his 2nd book based on his dissertation – The Top 100 People of All Time Who Most Dramatically Affected the Hotel Industry.
Dr. John Hogan, CHA MHS CHE
|Also See:||A Bakers Dozen of Strategies for Hotel Restaurant Managers / Hotel Common Sense / John Hogan / October 2008|
|A Bakers Dozen of Strategies for Hotel Food and Beverage Directors / Hotel Common Sense / John Hoganv/ September 2008|
|My Definition of Hospitality. What’s Yours? / Dr. John Hogan / September 2008|
|Principles for Success as a Hotel Manager: 6 Observations on Finding and Employing Problem Solvers / Dr. John Hogan / September 2008|
|10 Hotel Sales Action Steps to Succeed in Today’s Competitive Marketplace / Dr. John Hogan / September 2008|
|10 Hotel Sales Mistakes to Avoid in Today’s Competitive Marketplace / Dr. John Hogan / August 2008|
|Ways to Identify and Build Repeat Guests / Dr John Hogan / August 2008|
|Principles for Success As a Hotel Manager - Maintaining Relationships Throughout the Organization / Dr John Hogan / August 2008|
|Principles for Success As a Hotel Manager - Part four: Communicating with Clarity and Candor / Dr. John Hogan / July 2008|
|Principles for Success As a Hotel Manager - Part three: Using your management style effectively / Dr. John Hogan / July 2008|
|Principles for Success As a Hotel Manager - Part Two: Motivating the Team / Dr. John Hogan / July 2008|
|Principles for Success As a Hotel Manager Part One: Understanding the Organization / Dr. John Hogan / July 2008|
|Updating Hotel Marketing and Sales Strategies Mid Year NOW Is Essential / Dr. John Hogan / June 2008|
|Don’t Underestimate the Impact of the Hotel Sales Office / Dr. John Hogan / June 2008|
|Factors for Successful Interviewing Potential Hotel Sales Candidates / Dr. John Hogan / June 2008|
|The Importance of Meaningful Sales Team Job Descriptions / Dr. John Hogan / May 2008|
|For Hotels with Limited Service, Fewer than 100 Rooms - How Do You Determine if You Need a Person Dedicated to Selling / Dr. John Hogan / May 2008|
|Extending Your Sales Team or Make Travel Agents A Regular Part of Your Sales Programs / Dr. John Hogan / May 2008|
|Finding Business Leads Can Be Easier Than You Think / Dr. John Hogan / May 2008|
|Understanding the Differences Between Marketing and Sales / Dr. John Hogan / April 2008|
|Identifying Your Customers / Lessons from the Field A Common Sense Approach to Success in the Hospitality Industry / Dr. John Hogan / April 2008|