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Lessons from the Field
A Common Sense Approach to Success in the Hospitality Industry
By Dr. John Hogan, CHA MHS CHE, February 1, 2010

The Evolution of Best Practices in Hospitality and Tourism
(part 2 of 2)


By Dr. John Hogan, CHE CHA MHS, February 1, 2010

THE EVOLUTION OF BEST PRACTICES IN HOSPITALITY AND TOURISM (part 2 of 2)
Dr. John Hogan   January 30, 2010

The first part of this series outlined a number of service management issues I felt would influence the hospitality and tourism industry over the next decade. Recognizing that the hospitality industry in many ways has become a mature industry, that column suggested major areas of research and execution to address those issues in global trends and competitors:

The future is always beginning now. 
              Mark Strand, Reasons for Moving
Last month I was asked what service management topics I felt would be relevant to focus on to mid-career hospitality and tourism professionals attending a 2-day executive education program devoted to service management.  My response was:

The initial step must be to establish program Objectives. These should include:

  1. Providing a series of industry specific programs and courses for professional development 
  2. Linking University Hospitality program students/graduates to industry professionals with the executive education series and interaction from on campus programs
  3. Supporting the mission and vision of University Hospitality programs by expanding this pilot program over an agreed upon period in support of the mission and vision of the University Hospitality program. 
  4. Increasing interaction between University Hospitality program faculty contact and industry executives to facilitate and student success
Specific service management topics:
  • Positioning Competitive Differentiation:   Best-in-class hospitality and tourism businesses work and plan to leverage superior guest service to overwhelm competitors. This mindset reflects a strategic understanding that this industry must maintain a sense of personalized attention to keep guest loyalty. 
  • Addressing the declining profit margins of the traditional product-based hospitality industry through service management via factual data by market and business segments 
  • Providing interactive group exercises to demonstrate the power of linking service delivery as a pro-active management tool to combat the commoditization of the mature hospitality industry 
  • Introducing specific service management tools and initiatives aimed to build guests’ perception from a neutral level of satisfaction to an attitude of loyalty, preference and passion for the total experience. 
Many of my articles and columns have addressed variations of these questions, as it has been an important part of my professional experience.  Reader comments and suggestions are welcome for inclusion in future publications.
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What are you doing at your hospitality business today?

Feel free to share an idea for a column at johnjhogan@yahoo.com anytime or contact me regarding consulting, customized workshops, speaking engagements …………. 

And remember – we all need a regular dose of common sense.

Autographed copies of LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES are available from THE ROOMS CHRONICLE www.roomschronicle.com, www.smartbizzonline.com  and other industry sources. 

All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management.   The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication

John Hogan, a career hotelier and educator, is a frequent speaker and seminar leader at many hospitality industry events.  He is a successful senior executive with a record of accomplishment leading organizations at multiple levels.  His professional experience includes over 35 years in hotel operations, food & beverage, sales & marketing, training, management development, consulting, management, including service as Senior Vice President of Operations. http://www.linkedin.com/in/drjohnhoganchache

Expertise and Research Interest

• Sales Management and training 
• Turn-around and revenue management
• Professional Development & Customer Service 
• Hospitality Leadership and Executive Education
• Making Cultural Diversity Real 
• Accreditation & Developing Academic Hospitality programs

If you need assistance in any of these areas or simply an independent review or opinion on a hospitality challenge, contact me directly for a prompt response and very personalized attention.

As the principal in an independent training & consulting group, he served associations, management groups, convention & visitors’ bureaus, academic institutions and as an expert witness. He has managed hotels with Sheraton, Hilton, Omni and independents and, he created and launched a blended learning system for the world’s largest hotel chain in his tenure at Best Western International.  He has conducted more than an estimated 3,200 workshops and classes in his career, including service as an adjunct faculty member for 20 years at three different institutions. 

Hogan’s professional experience includes over 35 years in operations, service, sales & marketing, training, management development and asset management on both a single and multi-property basis, including service as Senior Vice President of Operations in a specialty medically oriented hotel brand for eight years. He holds a number of industry certifications (CHA, CHE, MHS, ACI) 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. 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 long-term involvement in the Certified Hotel Owner program.  Service to the Industry and Hospitality Education includes working with the Educational Institute Certification Commission of the AH&LA, the Hospitality Industry Diversity Institute, the AH&LA Multicultural Advisory Council, the Accreditation Commission for Programs in Hospitality Administration, the Commission for Accreditation on Hospitality Management Programs, the AH&LA and AAHOA Education and Training Committees, the Council of Hotel, Restaurant and Institutional Educators (CHRIE), the International Hotel Show and the Certified Hotel Owner program for the Asian American Hotel Owners’ Association.

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Contact:

Dr. John Hogan, CHA MHS CHE
johnjhogan@yahoo.com

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Also See: The Evolution of Best Practices in Hospitality and Tourism / Dr John Hogan / January 2010
Hotel Common Sense – Now is the time to invest in Your People / Dr John Hogan / December 2009
Hotel Common Sense - Where Is Your Desk? / Dr John Hogan / November 2009
A “High Touch” Lesson for Hospitality Managers - Understanding Body Language / Dr John Hogan / November 2009
The Annual Review: Options to Avoid Struggling to Measure Staff Performance (part 2) / Dr John Hogan / November 2009
The Annual Review: Options to Avoid Struggling to Measure Staff Performance / Dr John Hogan / October 2009
Hotel Common Sense - Recognizing the Many Ways to Reach and Influence Potential Guests / Dr John Hogan / October 2009
Hotel Common Sense - The Most Important Words for the Workplace / Dr John Hogan / September 2009
Hotel Common Sense - A Message to General Managers on Creating Successful Sales Management for 2010 / Dr John Hogan / September 2009
Hotel Common Sense - Understanding the Facts for Effective Hotel Sales Management / Dr John Hogan / September 2009
Hotel Common Sense - A Hotelier's Self - Assessment Quiz / Dr John Hogan / September 2009
"A Baker’s Dozen" of Strategies for Hotel Human Resource Managers & Directors / Dr. John Hogan / September 2009
A Baker's Dozen of Strategies in Maximizing Leads and Attendee Sales Potential at your Hospitality Trade Show Booth - part 2 of 2 / Dr John Hogan / August 2009
Increasing Traffic at your Hospitality Trade Show Booth / Dr John Hogan / August 2009
A Sales Self-evaluation test for General Managers / Dr John Hogan / August 2009
Hotel Common Sense – Effective Sales Management: Short and Long-term Planning, Forecasting, and  Expense Budgeting / Part 2 of 2 / Dr. John Hogan / August 2009
Hotel Common Sense – Effective Sales Management: Short and Long-term Planning, Forecasting, and  Expense Budgeting / Part 1 of 2 / Dr. John Hogan / August 2009
Hotel Common Sense -Recognizing There is More than One Approach to Ongoing Success in Building Revenues / Dr John Hogan / July 2009
Hotel Common Sense – A New Look at Awards and Recognition / Dr John Hogan / July 2009
Lessons on Brands and Discounting / Dr John Hogan / July 2009
Hotel Common Sense Using Business Social Networks Productively / Dr John Hogan / July 2009
A Common Sense Review Process for Capital Investments / Dr John Hogan / July 2009
Understanding Values: The Challenge to Identify and Keep Them During Tough Economic Times / Dr John Hogan / June 2009
Personal Stories of Delivering Hospitality and Pride / Dr John Hogan / June 2009
What is Your Definition of Leadership? / Dr John Hogan / June 2009
Examining Why Do We Really Do What We Do? / Dr John Hogan / June 2009
Delivering Hospitality and Pride / Dr John Hogan / May 2009
Act As if You Are Number Two / Dr John Hogan / May 2009
A Baker’s Dozen of Fundamentals for Retaining Quality Staff / Dr John Hogan / May 2009
Customer Relationship Management Requires a Blending of High Tech and High Touch for Optimal Results / Dr John Hogan / May 2009
Do You Know Where Your Customer Is? Or Knowing Where Your Business Originates / Dr John Hogan / April 2009
Understanding what we measure and making it count! Strategies for Hotel Controllers / Dr John Hogan / April 2009
“A Bakers Dozen” of Strategies for Hotel Controllers / Dr John Hogan / April 2009
A Different Appraisal of Our Biggest Challenges in 2009 / Dr John Hogan / April 2009
Reflections: Mentors and Friends - Vermont Hoteliers Borden and Louise Avery and their Son Allen / Dr John Hogan / March 2009
Remember to Embrace the Essentials in Sales; Revenue and net profits can often depend on how one of the most fundamental practices in sales- how incoming phone calls are handled / Dr. John Hogan / March 2009
Getting the Most Out of Your Hotel Franchise Investment; Working With Your Hotel Franchisor for Everyone’s Success / Dr. John Hogan / March 2009
Getting the Most Out of Your Hotel Franchise Investment; Evaluating the franchise business model as a potential franchisee / Dr. John Hogan / March 2009
Getting the Most Out of Your Hotel Franchise Investment / Dr. John Hogan / Dr. John Hogan / March 2009
Four Steps: How to Make More Sales Calls than Any Other Way Or Trade Shows Can Be Invaluable If. . . / Dr. John Hogan / February 2009
A Baker’s Dozen of Strategies for Hotel Chief Engineers / Dr. John Hogan / February 2009
"A Baker's Dozen" of Strategies for Hotel  Banquet Managers / Dr. John Hogan / February 2009
Making New Year's Sales and Marketing Resolutions Real and Practical / Dr. John Hogan / January 2009
Planning in a Challenging Economy - Probing Hotel Expenses / Dr. John Hogan / December 2008
Planning in a Challenging Economy - Fundamentals of Hotel Sales Planning / Dr. John Hogan / December 2008
A Message for Hoteliers: Giving Thanks - and Not Just One Day Each Year! / Dr John Hogan / November 2008
Hoteliers Must Remember the Lessons of Reasonable Care! / John Hogan / November 2008
Enthusiastic and Sincere Attitudes Will Pay Off For Hotel Salespeople / Hotel Common Sense / John Hogan / November 2008
Unleash the Potential! Recognize the True Value of Your Front Line Sales People / Hotel Common Sense / John Hogan / November 2008
Defining Hospitality - Readers Respond with their Insights / Hotel Common Sense / John Hogan / October 2008
Understanding the Value and Power of Breakfast / Hotel Common Sense / John Hogan / October 2008
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
...

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