Hotel Online  Special Report

 Jacques Sets Up Shop
Jacques Joie Hospitality Advisory
Establishes Rating Scheme


by John R. Hendrie, CEO Hospitality Performance, Inc., August 2005

Last week many of you had the pleasure of meeting for the first time Jacques Joie (as in de vivre), a somewhat cranky yet lovable raconteur, willing to share his inimitable style and taste with the intrepid traveler who seeks Hospitality zest and fulfillment. Jacques Joie plans to smooth the vagaries of travel to optimize your experience. He cannot wait to get started on this new life’s calling, but first there are a few administrative details to iron out.

  • Credentials:   Yes, he is known in Secaucus, NJ, but would that play in Pretoria, Paree or Paraguay?  What establishes the pedigree, the platform, the passion?  Jacques has decided to let his words, observations and recommendations speak for themselves, rather than surface a CV notably absent of achievement.  He projects what he believes makes sense, has value, and is honest.  His appraisals always emphasize Quality, service and pride.  Yeah, that’s good substance, he beams, much better than the “Talking Heads” on cable.
  • Standards:  Jacques knows this is a slippery SOP slope.  He remembers well those many companies for whom he once worked  -  all those deadly Employee Performance  Evaluation Programs, all those definitions, all those nerve wracking performance interviews, guarded responses, high tension – Jacques starts to sweat a bit, as he never had a particularly favorable review.  He thinks he should look elsewhere, perhaps what currently exists in the Hospitality Industry.  This is a far more daunting  proposition, as properties, especially hotels, are rated on everything from room amenities, geography, piano in the lobby, price, swimming pool and the like. What happened to cleanliness, safety, service, attractive and well conditioned facility? And, then, who actually does the rating?  He remembered one story in the WSJ a year ago January (1/15/04, “The Making of a Star”), where a hotelier out West personally rated his own property at the highest level, because he felt the competition across the road with a high rating was quite similar to his. Where is Bo Derek when you need a refresher on perfection, thought Jacques. Some of these rating companies/services do not even visit the properties they review and tout, and, when they do, the review is cursory, at best.  No wonder standards are all over the place and expectations so muddied, Jacques muses.  He knows that he must assess product, service and facility in a quantitative fashion, continually pushing for improvement in the operation.  Whoa.  It would be easier to plateau ratings like the spaghetti Western, “The Good, The Bad, and The Ugly”.  He preens, “Why I even look like Clint!”  (sort of, at least the wizened visage and stubbed cheroot)   But, Jacques has pride, and the Consumer must be served.  Oh, the perils of being a Taste Maker!
  • Rating Symbol.  Well, the good ones are already taken:  the star, the check mark, up or down thumb, the jewel, the smiley button.  And, good colors, like gold, silver and platinum already designate certain levels of performance, however questionable.  What’s left?  Not much, which would demonstrate Jacques’ acumen, point of view, and élan.  Wait, there actually is a symbol which comforts Jacques – the beret.  It can be jaunty, a fashion statement, and it keeps you warm.  Let’s color it titanium.  He likes the concept.  Now, how to apply that to his reviews of Hospitality Businesses?  He’s got it:
    • One Beret = keep your cap on, keep going
    • Two Berets = a doff of the hat to average performance
    • Three Berets = chapeau tossing excitement 
    • Four Berets = an “out of your tete” experience 
Jacques Joie is now prepared, with his administration in order,  to take on that vast landscape we know as Hospitality, destinations unknown, experiences to share, wisdom to dispense. He has entered the “game”, primed, punctual and proverbial.   And, armed with his recommendations, you can proudly exclaim to your friends, “That’s so Jacques”.  Continue to look for his reviews in leading Travel and Leisure magazines, should they print them.


John R. Hendrie, CEO
Hospitality Performance, Inc.

Also See: 'Thats So Jacques' / John R. Hendrie / August 2005
The Symbol of Hospitality, the Pineapple, Has Morphed to That of a Kumquat; Hotel Operators Focus on the Guest Becoming Secondary / John R. Hendrie / August 2005
Ready for Pluckin'; Hospitality Represents that Fat Roaster, Just Sitting there, Plump and Contented / John R. Hendrie / July 2005
Literally Every Destination Marketing Organization Is Under Duress; The Challenge to CVB's / John R. Hendrie / July 2005
A Smile is Really a Simple Thing – an Expression of Welcome, No Cost Involved / John R. Hendrie / July 2005
Lead the Trend to Becoming Guest-Centric; Demonstrating Behavior Not Normally Experienced by the Guest / John R. Hendrie / June 2005
Hospitality QED, That's Latin to Me! / John Hendrie / June 2005
Unless You Operate a Business in a Very Remote Location, You Belong to the Amorphous “Brand-Scape” /  John R. Hendrie / June 2005 
Maximize the Performance of Your Greatest Asset - Your Employees / John R. Hendrie / May 2005
Preparing for the Assault by Organized Labor on Hospitality / John R. Hendrie / May 2005
Customer Service - Panacea or Placebo / John R. Hendrie / May 2005
How to Even the Playing Field, As Independents Suspiciously Eye the Chain Hotels / John R. Hendrie / April 2005
Oh, What a Web We Weave! Pitfalls with Descriptive Language / John R. Hendrie / April 2005
Woe is We! We in Hospitality Have Lost Touch and Share the Responsibility for Consumer Cynicism, Angst and Ennui / March 2005
Moving the Guest Comment Card from Paper to Paperless / John Hendrie / March 2005
Myrtle Beach Area Hospitality Association Launches 'Total Quality Destination' and Presents 'Gold Star of Excellence Awards' / March 2005
The Evolution of Guest Room Amenities / John Hendrie / February 2005
Advertising Integrity; Framing the Visitor's Expectation Through Print, Signage & Internet / John Hendrie / February 2005
Hospitality Trade Associations:  What Have You Done for Me Lately? / February 2005
I Would Like to See your Hospitality Standards. Where Are They? Anybody Seen Them? / John Hendrie / January 2005
Remarkable Hospitality - the Road Map to Excellence; Exceeding the Expectations of our Guests / John Hendrie / January 2005
Are Your Guests Expecting Mediocrity with Your Hospitality Services? Move Your Level of Excellence to the Remarkable / John Hendrie / December 2004
Guest Services - A Tradition Diminished / John Hendrie / December 2004
Rescue from Mediocrity; The Decline of Service Etiquette - A Sequel / John Hendrie / November 2004
Offering Crushed Pepper Before Tasting the Entrée; The Decline of Restaurant Service Etiquette / John Hendrie / October 2004
Destination Marketing – How to rebuild your Reputation and the upcoming Season after the Hurricanes / John Hendrie / September 2004
Six Factors Which Dictate Success in Performing Destination Marketing / John Hendrie / September 2004
Influencing the Consumer to Book Business through Your Commitment to Quality / Aug 2004
Major Hotel Operators Have Rediscovered Hospitality Fundamentals by Revisiting the Guest Room / John R. Hendrie / July 2004
Destination Marketing 101: Take Care of Mom / John R. Hendrie / June 2004
Service Unions Combine, Presenting Huge Challenge to Hospitality Industry / John R. Hendrie / March 2004
What Value Quality? Most Hospitality Operators Use the Term “Quality” In their Advertising. What Exactly Does that Mean? / John R. Hendrie / April 2004

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