News for the Hospitality Executive |
by Lisa
Miller
August 2011 One
of the most pressing challenges hospitality leaders face is making
certain the
front line team members understand generating revenue in guest
engagements and
guest hospitality go hand in hand. Both
are related operations and both operations are needed in every guest
engagement. It
does not take much to extend a kindness or politeness to a guest. The front line staff is generally very good
at this and not in any way inhibited.
But when it comes to enticing the guest to spend some
money on what the
hotel has to offer, the front line staff seem to shy away from such
guest engagements. There
are many reasons staff may be subdued in making an encounter with the
guest a
time to generate income, but with proper direction, the front line
staff will -
and should - see the benefit to each of them, the hotel, and most
importantly,
the guest! Even AAA and Forbes expect
the front line staff to embrace the guest in generating revenue. AAA looks for the higher level of service to
anticipate the guest’s need. Another way
to say anticipate the guest need is to say ‘up-sell.’
Both of these terms point to the guest
spending monies on a hotel amenity or activity. Take
a look at the check-in. During the
check-in experience, the staff might feel that the hotel has just taken
monies
for the room and it is too much to make the conversation benefit the
hotel –
but this is a must. The guest needs to
see the benefits that the hotel has to offer.
The check-in event is a great time to let the guest know
about places to
eat in the hotel and not just the place down the street.
It’s the time to make certain the guest is
extended a special invitation to the spa or hotel activity and not just
how to
hook up to the internet or where to find a local attraction. Sometimes all it takes is a staff person
mentioning a hotel amenity for the guest to want to make the effort to
take
advantage of what is being offered. Even
in the hotel dining rooms, where we would think staff are the experts
at
generating revenue, too often staff miss the easiest opportunities. How unfortunate is it that when the
entrée is
completed, the staff may address the guest with, “You don’t want
dessert do
you?” or “Did you save room for
dessert?” Staff should be forward with
such an easy sell – take the dessert menu to the table, present the
open
dessert menu to the guest and tell him how great each dessert is. Who can resist the description of a tempting
crème Brule or chocolate mousse? Just
ask the guest! How easy is that and what
great benefits for the staff, the hotel, and the guest! As
leaders we need to help our front line staff help themselves. Hospitality to the guest and generating
revenue need to be accomplished at the same time. Teach
staff how to make more money and at the
same time to raise the bar to a higher level of service.
Hospitality and generating revenue - hand in hand
operations! Lisa Miller is President of Advisors Hospitality Consulting, (AHC). She is a former AAA inspector and AAA Inspections Manager. Lisa and the AHC team provide expert advice on AAA, Forbes, and the inspection processes. AHC has also received acclaim in working with hotels, restaurants, spas, and golf clubs around the world in teaching staff not only how to reach higher service levels, but how to garner more revenue in each guest engagement and to create and maintain guest advocates. She welcomes questions to: [email protected] |
Contact: Lisa Miller 904-400-8002 [email protected] www.advisorshospitalityconsulting.com
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Got Mail.....From AAA / Lisa Miller / July 2011 |