Hotel Online
News for the Hospitality Executive

.

advertisement

.


Lessons from the Field
A Common Sense Approach to Success in the Hospitality Industry
By Dr. John Hogan, CHA MHS CHE, January 25, 2010

The Evolution of Best Practices in Hospitality and Tourism
(part 1 of 2)


By Dr. John Hogan, CHE CHA MHS, January 25, 2010
 
Recognizing that future success in hospitality and tourism will come from different practices if the industry will continue to evolve and grow in the next generation.

The hospitality industry in many ways has become a mature industry, with innovations primarily in the technology side. Tourism, by contrast, can continue to evolve as the next generations embrace the traditional venues, while seeking alternative locations and interests such as volunteer tourism, environmentally related sites and humanitarian causes.

As you climb the ladder of success, be sure it's leaning against the right building.
H. Jackson Brown, Jr.

I believe the five most important service management issues that will impact the hospitality and tourism industry over the next decade include the following:

1. Addressing the declining profit margins of the traditional product-based hospitality industry through service management 

2. Linking service delivery as a management tool to overcome the commoditization of the mature hospitality industry 

3. Recognizing that global competition will continue to intensify, requiring the executives of the major international brands to focus specific efforts on cultural diversity of service and the guest experience

4. Developing an inherent service culture that truly engages all associates via ongoing communication and recognition that include associates’ perspectives and insights.  This in turn increases their loyalty, efforts and professionalism.

5. Employing specific service management tools and initiatives that cause a shift in guests’ perception of their experience from one of neutral satisfaction to an attitude of loyalty, preference and passion for the total experience.  These inspired guests will be measurably more inclined to return to a hotel or restaurant than those are just satisfied with the experience. The opportunity for positive word of mouth recommendations will be significantly higher.  Business growth will be an outcome.

I have been involved with delivering customer service, as a hotelier with international brands, as an educator working with a range of stakeholders and as a consultant assisting clients to improve their processes and results.   Using my expertise and interests, I offer the following as major areas of research and execution to address those issues in global trends and competitors:

Primary

Identify those organizations that are address or ignore service management as part of business strategy, including best practices.

  • Best in class (20%) —service management practices identified as the best today and significantly superior to industry norms.  These might include hotel companies like Taj Hotels, Four Seasons and Hampton Inns.  Tourism centers would include Disney and Dubai.  Restaurant companies such as Kimpton Restaurant group and ARAMARK would be defined by level of service.
  • Industry norm (60%) — service management  practices that characterize the average or norm 
  • Dawdlers (20%) — service management  practices that are appreciably behind the industry norm
Secondary

Service management as a business strategy necessitates a new set of performance metrics that better reflect the total guest experience. 

Companies with a tactical approach that focus on internal performance metrics miss capturing e the “whole guest experience.” Best-in-Class executives balance internal with guest-focused metrics like guest history, one-time problem resolution, reservation guarantees and guest intent to return.

Tertiary

Identify and discuss the challenging issues facing the industry in order to prosper long-term.

Whether a hospitality and tourism business is trying to move from “Dawdler” to “Industry Average,” or   “Average” to “Best-in-class,” they should consider the following potential building blocks in taking service management to the next level:

Dawdler 
  • Measure service profitability, customer retention and per guest revenue regularly. 
  • Conduct systematic planning, forecasting, and alignment of service resources. 
  • Industry Norm 
  • Appoint a senior executive to lead the organization’s service commitment.
  • Expand associate training to include all levels as fully committed to service management
  • Adjust business processes to better anticipate guest needs and expectations.
  • Best in Class 
  • Intensify preventative maintenance
  • Expand associate training and mentoring.
  • Leverage successful service delivery to grow revenues
  • Tie associate compensation to financial, operational and customer retention goals through balanced scorecards
  • Part 2 of this series will offer practical hands-on recommendations for relevant service management for mid-career hospitality and tourism professionals in their continuing development.
    .


    .
    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.

    .
    Contact:

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

    .
    Also See: 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
    ...

    To search Hotel Online data base of News and Trends Go to Hotel.Online Search

    Home | Welcome! | Hospitality News | Classifieds | Catalogs & Pricing | Viewpoint Forum | Ideas/Trends
    Please contact Hotel.Online with your comments and suggestions.