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Look Who's 40!
A Most Unique Recommended Reading

 

by Dr. John Hogan, CHE CHA CMHS
June 16, 2011

I just returned from a trip where I spent some time with my best friend whom I had not seen in awhile and celebrated a milestone birthday with my daughter and her family.  As always, I look to read something of interest and am pleased to recommend a somewhat unusual item.  It is unusual because it is actually an inflight magazine from a major US airline but one that is very interesting because it tells fascinating stories in many ways.
 
We all have experienced some airline horror stories of delayed flights, lost luggage,(what we feel are) excessive fees, insensitive responses from certain staff and questionable policies.  While I imagine the  airline I am about to name has had some unsatisfied customers over the years, this issue of SPIRIT magazine shares some remarkable and at times moving stories of customer service, of exceptional staff commitments to each other, their company, the flying public and of the corporate belief system.
 
This airline has won many “best in class” awards and as significantly, has been profitable for 39 of its' 40 years, which are both major accomplishments.  I first flew this airline in the mid 1970s when I accepted a promotion to my first department head position at the Sheraton Houston Hotel.  In those days, the airline flew a limited schedule among  three Texas cities because of legal entanglements and the pressure of larger competitors that did not want an upstart in their back yard.  Things certainly have changed in those 40 years.
 
If you are outside the USA or happen to be in locations they do not service, I am speaking of course of Southwest Airlines.   I found their June 2011, 40th Anniversary Special to be very enlightening and entertaining and wanted to share some observations on this issue.  I must add here that the airline did not ask for any PR, nor have they compensated me for this unsolicited column.  I enjoy flying Southwest because of the attentiveness of their staff, their fair and understandable pricing, and their inclinations to go a bit “beyond” some of their corporate policies when appropriate and if it is in the best interests of all parties.

Why is this recommended reading?  Following is a partial  list of what I found to be some highlights:

  1. The welcome from the CEO (in both English and Spanish, reflecting customer sensitivity) tells a story.  Many airline magazines have this feature, but Gary Kelly is not bragging as some do about something irrelevant to passengers but he is delivering a sincere message.
  2. Star of the Month – this features “real” Southwest associates being highlighted for what they do, how they do it a little differently and one can sense the pride.
  3. Rapid Rewards Freedom Stories – A segment that highlights paying customers, why they use this particular airline and what they like about it.  I wonder if other airlines would have these kinds of stories every issue....
  4. We Owe It All to YOU – a genuine one page thank you from Southwest founder Herb Kelleher to the now millions of people who have come to use the service annually
  5. Reader Photos – with Facebook and all the Social Media available, people do not need to send their photos to an airline magazine, yet apparently people do every month.  Why is that? What does that say about this airline's corporate culture?
  6. Amusing statistics on numbers – trivia for everyone that makes one smile.
  7. Life Aps –  ten one-page mini lessons on a range of topics
  8. Business Shorts – Five business related articles on Business Meals, trips, words, perks and ideas,
  9. Beginning on page 80, there is a history of the airline, with some little known details about the early years in particular that are surprising and.(quite readable)
  10. A tongue in cheek conversation/interview with founder Kelleher and current president Kelly.
  11. 40 ways to celebrate, including instructions on how to download 40 free iTunes
  12. Care Mail – while I imagine these may be some of the best ever, this section includes some remarkable and at time moving stories of customer service.  They are impressive because they all seem to come from the heart of the associates of Southwest who were serving their guests – and they did not need to get permission to do the right things.
  13. There are 40 Lessons, such as:
  • #1 - Keep the Idea simple enough to draw on a napkin
  • #4- Raise more money than you  need, and then double it
  • #7 -Target the under-served and overcharged
  • #11 -Lack of money makes you frugal
  • #13- Promote from Within
  • #20- Simplicity has value
  • # 26 -Take your business, not yourself seriously
  • #35 -It's about Customer Service, not "scalability"
  • #39 -Never rest on your laurels or you will get a thorn in your, um, butt

The magazine has other features: city highlights on Nashville and Chicago and an entire section on the airline's newest city served, Charleston SC.  The staples of every magazine are represented as well.
 
I recognize that this airline has its share of challenges, of mistakes and of missed opportunities as do we all, yet over the years I have personally seen moments of excellence. 
 
My challenge to hotel owners, managers, innkeepers and other hospitality businesses is this:

Go back to those 13 points above.  How would you answer the following ten questions?
  1. How do you welcome your guests? At the desk? In a message in the room?
  2. How do you recognize your "Stars"? In what ways? Where? Do they have pride?
  3. How do you recognize your regular, repeat guests?
  4. How do you say "thank you" today? Or ever?
  5. Do you look for guest or staff input?
  6. Is your hotel an interesting place to stay?
  7. Do you make travel easier on  guests or do they have reason to complain about you?
  8. Do you look for ways to improve the guest experience at your hotel each month?
  9. What does your " Care Mail" reveal?
  10. Are there lessons learned at your hospitality business that can be shared?


Hospitality Tips of the Week™

“Always respect the three parts of every successful hospitality business.  Make your decisions with the needs of the owner, associate and guest/customer in mind.”

Hotel Common Sense™ - Philosophy #1   John Hogan

KEYS TO SUCCESS  is the umbrella title for my 2011 programs, hospitality services and columns. This year’s writings focus on a variety of topics for hotel owners, managers and professionals including both my "HOW TO" articles, HOSPITALITY CONVERSATIONS™, Lessons from the Field™, Hotel Common Sense™ , THE P-A-R PRINCIPLE™  and Principles for Success.

Don't forget the special values being offered to industry professionals available on annual membership at www.HospitalityEducators.com.  

Feel free to share an idea for a column at [email protected]  anytime or contact me regarding consulting, customized workshops, speaking engagements … And remember – we all need a regular dose of common sense.


John Hogan is a successful hospitality executive, educator, author and consultant and is a frequent keynote speaker and seminar leader at many hospitality industry events.  He is Co-Founder of a consortium (www.HospitalityEducators.com) of successful corporate and academic professionals delivering focused and affordable counsel in solving specific challenges facing hospitality today.
 
www.HospitalityEducators.com is a membership site offering a wide range of information, forms, best practices and ideas designed to help individual hoteliers and hospitality businesses improve their market penetration, deliver service excellence and increase their profitability. Individuals wishing to contribute materials may send them [email protected].   Special pricing is in effect for a limited time that also includes a complimentary copy of LESSONS FROM THE FIELD- A COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES.

Contact: 

Dr. John Hogan, CHA MHS CHE
[email protected]


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Also See: A Baker's Dozen of Formulas to Thrive (and not merely survive) in the Service and Hospitality Industry! / Dr. John Hogan / June 2011

Growing Talent Does Not Happen Without Focused Effort in Hospitality (Part 2 of Meeting the Need for Talent) / Dr. John Hogan / May 2011

A Quiz on Effective Hospitality Marketing in 2011: Understanding and Using Complementary Tools / Dr. John Hogan / May 2011

Hotel Common Sense™: Meeting the Need for Talent: A Baker's Dozen of Questions (Part 1 of 2 ) / Dr. John Hogan / May 2011

Hotel Common Sense™: Questions I Wish You Would Ask Me™: Karl Ruether CHA, CFBE, International Hotelier / Dr. John Hogan / April 2011

Hotel Common Sense™: Stronger Hiring Outlook Means Hospitality Employers Must Step Up Recruitment Efforts; The job markets are changing and candidates will soon have choices again. / Dr. John Hogan / April 2011

Hotel Common Sense™: Five Common Sense Steps to Stronger Public Relations / Dr. John Hogan / April 2011

A Smile from HospitalityEducators.com - April 14 - International Moment of Laughter Day / Dr. John Hogan / April 2011

Lessons From the Field™: Communications 101 – How to effectively use the telephone / Dr. John Hogan / March 2011

Principles of Success: Fine Tuning Your Hospitality Business Strategies for A Measurable Competitive Advantage - Part 2 / Dr. John Hogan / March 2011

Principles of Success: Fine tuning Your Hospitality Business Strategies for A Measurable Competitive Advantage - Part 1 / Dr. John Hogan / March 2011

Hotels Were More Interesting than Selling Insurance: An Unexpected Career; A Professional and Personal Tribute to Neil Salerno, CHME CHA / Dr. John Hogan and Howard Feiertag / March 2011

Principles of Success: Evaluate Your Hospitality Business Strategies to Create a Real and Measurable Competitive Advantage / Dr. John Hogan / March 2011

Sales Blitzes: A Look At the Benefits of Team Efforts / Dr. John Hogan / March 2011

Principles for Success: No Nonsense Benchmarking for Hotels and Hospitality Businesses / Dr. John Hogan / March 2011

Principles for Success: What we have here is a FAILURE to COMMUNICATE! / Dr. John Hogan / February 2011

Making This New Year's Hospitality Resolutions Last - Part 3; Real and Practical Action Steps #13-28 / Dr. John Hogan / February 2011

Making This New Year's Hospitality Resolutions: Real and Practical - Sales Action Steps #1-12 / Dr. John Hogan / January 2011

Making New Year's Hospitality Resolutions Real and Practical; A “Fresh Air- New Ideas” Perspective / Dr. John Hogan / January 2011

Keys to Success: Be Aware of and Work with the Law; Do Not be Afraid of it / Dr. John Hogan / December 2010

Keys to Success: Make Your Hotel More Profitable and Successful – 2011 is the critical time to invest in Your Talent and Your Team / Dr. John Hogan / December 2010

Keys to Success: A Common Sense Approach to Success in the Hospitality Industry; 13 Best Practices for Hospitality Training Managers & Directors / Dr. John Hogan / December 2010

Hospitality Conversations – Looking Ahead! / Dr. John Hogan / November 2010

Learning from The Greatest Business Leaders of the Twentieth Century / Dr. John Hogan / November 2010

Five Considerations in Hiring a Hospitality Consultant; Understanding the Qualifications for Effective Hospitality Consultants / Dr. John Hogan / November 2010

5 Reasons Using A Qualified Consultant Could Make a Huge Difference in Your Hospitality Business / Dr John Hogan / October 2010

Half Luck and Half Brains - Kemmons Wilson's 20 Steps for Success / Dr John Hogan / October 2010

Ten Quotes Addressing the Topic of SERVICE / Dr John Hogan / October 2010

Hospitality Conversations - Understanding the Developing Perspectives in Quality Assurance (Part 2 of 2) / Dr John Hogan / October 2010

Hospitality Conversations – Understanding the Developing Perspectives in Quality Assurance Part 1 of 2 / Dr John Hogan

Hospitality Conversations: Examining the Learning Options Available in the Hospitality Field / Dr John Hogan / July 2010
..
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