Training to Increase Reservations, Convert Calls;
Lessons from Signature Worldwide Training Program
Translate to Additional Customers
|COLUMBUS, Ohio (May 30, 2006) —The Grand America Hotels and Resorts
and its two Salt Lake City properties reported a 17 percent increase in
reservation conversions following customized hospitality training by Signature
Signature, the leading provider of training outsourcing and business-building solutions to the hospitality industry, was contracted by The Grand America Hotel to develop a call center training program for The Grand America and Little America Hotels, two of the group’s AAA award-winning properties.
According to Anthony Bartholomew, The Grand America Hotel’s director of rooms, both properties thrived during the Salt Lake City Olympics when reservation calls and room bookings were high. Following the games, however, demand for rooms decreased. A new protocol for processing incoming calls was needed to increase reservations.
To accomplish the property’s training objectives, Signature’s hospitality training program taught employees a formula for addressing inquiries, improving caller experiences and converting calls to bookings. Trainers provided monthly hotel mystery shopping calls, unlimited coaching and online Web-based reporting to reinforce what had been taught. They also worked with hotel management to develop a training system that gauged results and rewarded employees.
After completing Signature’s tailored hospitality training program, reservation agents began to qualify callers and match the features of the hotel to potential guests’ needs instead of simply answering the phone and quoting rates as they had done before.
“We have many tenured employees, so we knew embracing a new system would be difficult,” said Bartholomew. “Signature’s program positioned change as a win-win for our staff and our customers and developed programs that were enticing for our team. I credit the company’s training for driving our recent successes.”
Following the training success at the Salt Lake City properties, The Grand America Hotels and Resorts hired Signature to work with the staff at six of its other properties. They’ve since engaged the company to help sales directors increase group business.
“It’s important for hotel owners and managers to understand when changes have to be made for the good of the business,” said Emily Adams, Signature Worldwide regional sales manager. “Sometimes implementing new behaviors requires an outside perspective, and the management at The Grand America Hotel recognized that. We congratulate the staff on their recent strides and look forward to helping other properties achieve similar successes.”
About The Grand America Hotel
The Grand America Hotel, Salt Lake City’s only Five Diamond hotel, is part of Grand America Hotels and Resorts owned by Earl Holding. The collection features Sun Valley Resort in Sun Valley, Idaho, ranked seventh among the nation’s top ski areas by SKI Magazine in 2003-4; Snowbasin Ski Resort just outside of Salt Lake City, site of the 2002 Downhill and Super G Races; the Westgate Hotel in San Diego; and Little America properties in Utah, Arizona, and Wyoming. For reservations or more information on Grand America Hotel, please call 800-621-4505 or visit the hotel’s website at www.grandamerica.com.
About Signature Worldwide
Signature Worldwide is the leading provider of training outsourcing and business solutions to service-based organizations, creating tailored employee training and marketing programs that directly impact the bottom line. Established in 1986 and headquartered in Columbus, Ohio, Signature operates throughout North America and the United Kingdom, and has licensees in Greece, South and Central America, China, India, Northern Africa and the Middle East. Signature is a private company with revenues of $12 million in 2005. For more information, on Signature’s proven employee training programs, please visit www.signatureworldwide.com.
Signature Worldwide Business