News for the Hospitality Executive
Hotel Training Budget Reflects Belief Systems
By Doug Kennedy
September 14, 2011
If you are like most hoteliers, chances are that your property is having one of its best years in recent memory. Yet with the recent stall in the economic recovery, it is important not to assume that next year will automatically be just as profitable. Even if the overall economy continues to rebound, it is important to continuously raise the bar as we set new goals for 2012 and beyond. In the hotel business as in life, we must always reach for higher goals, lest we become complacent and satisfied with what we have already achieved.
As your executive committee plans its budget for its next annual cycle, remember that what ends up in (or out) of that budget reflects your organization belief systems regarding how training and development can impact hotel profitability. The way in which your organization plans for and budgets for ongoing sales and guest service training definitely reflects its belief in how much the staff can add to or detract from the bottom line. Although captivating websites and coming up top of the first page on Google searches is mission number one for your marketing and revenue team, it is the performance of your frontline sales and service staff in converting inquiry calls, along with providing memorable experiences that result in positive online guest reviews and social media postings that are going to be keys to future growth.
Rather than picking a random dollar amount to budget for training, or just going with the same amount as last year, why not try a new approach? Start by envisioning the results you would like your team to achieve. Be more specific than “increase sales” or “improve guest service scores.” Instead, the right way to budget for training is to start by visioning what the potential is for your sales and guest service staff to improve profits. Before you put into print a dollar amount, why not start by calculating the potential ROI of improved guest service or sales effectiveness?
A good starting place is to look at the huge
even the smallest incremental improvements can have on revenues by
these numbers for your hotel or lodging company. How
much more revenue could your team generate
Given recent trends, such as the ever increasing transparency of the guest service experience due to online guest reviews and social media postings, the potential ROI on hospitality excellence training is greater than ever before, just as the potential for positive word-of-mouth advertising has expanded into “viral marketing.” The same is true on the sales side, as our ever efficient revenue managers have used the ever-more-effective demand and pace trending resources so that most hotels are priced comparably within their market segments; when the price is virtually the same, the sales responsiveness is more vital than ever.
If your organization truly believes that hotel training can have a positive impact, then now is a great opportunity to get a head start on the competition for 2012 and beyond, as many hotel operators are now satisfied and happy after a great year to the point that they just might become complacent. Here are some factors to consider when budgeting for future training:
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|Training Is Key To Turning “Desk Clerks” Into Front Desk Salespersons / March 2007|
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