By Larry
Mogelonsky, MBA, P. Eng.
February 2013
Let’s put New Year’s resolutions aside for a moment. Every owner and GM
that I know wants to find ways to build revenue. While ongoing
budgetary uncertainties might be on everyone’s minds right now, your
priorities should not be delayed waiting for decisions to be sorted out
in Washington. So here are some ideas to get your team’s creative
juices cooking early in the New Year:
- Change is good,
sparking new ways to think. If your planning meetings always take place
at a specific time and location, start by changing that time. Then, sit
at a different seat at the table. Reverse the order of agenda items. By
changing the routine, your team will start to think differently. Ideas
come from examining issues from a different perspective.
- Build a healthy team
through diet. A clear mind helps the thinking process. Start
with yourself. Examine your own eating style. Make the move to a
healthier eating approach and lifestyle. You’ll probably shed a few
pounds, gain energy, and be able to better handle the stressful days
ahead.
- Don’t overload the input
queue: pick one great (ideally simple) idea per quarter and then
fully exploit it. Too many times I’ve seen GMs overload their team with
multiple programs of increasing complexity, only to find that sales,
marketing and operations personnel come short on execution.
- Open your team to new ideas.
Consider adding a guest speaker to your next executive committee
meeting. Or, take your team on a scouting trip to a competitive
property to see how they perform. Whatever you do, ensure that you set
aside ample time for discussion and indicated actions.
- Think green, think energy
efficiency. Capital enhancements that improve long term
operating expenses make good sense. Energy prices will continue to
increase. LED lighting, once cost prohibitive, demonstrates how times
have changed. Similar improvements are now available in laundry, HVAC,
PMS and other operational systems.
- Improve your team’s
hardware. If your sales team is not using iPads to sell, you are
handicapping their efforts. If you are still using Internet Explorer
IE7 to look up anything, you’re operating in the Middle Ages (even
Microsoft is discontinuing support this year). And, if your own
computer is more than 36 months old, what are you waiting for?
- Improve your team’s
social media knowledge. Facebook, Twitter, Pinterest and
LinkedIn are not going away. It starts with awareness. Many great
programs exist to help you with this task, such as Brand Karma or
ReviewPro. Make sure you’re up to speed on your competition too.
- Elevate your Executive
Housekeeper. Nothing will kill your business faster than short
cuts in the area of room cleanliness. Slip ups, shortcuts, poor/limited
training, budget cutbacks, cheaper chemicals, or old equipment: all are
simply unacceptable.
- Embrace your community. Contribute replaced FF&E to
shelters? Surplus catering food to the local food back? Hire interns
from the local community college? Encourage ideas and initiates from
your team and act upon them.
- It’s all about the guest;
don’t forget it. Hospitality is the ultimate guest service business.
Find unique ways to demonstrate guest service. Lever them and watch
your TripAdvisor write ups closely.
Larry Mogelonsky,a Cayuga Member
and an Associate with G7 Hospitality Group, holds a Bachelor degree in
Civil Engineering, and an MBA from McMaster University. His first nine
years of business experience were in packaged goods marketing in
progressive assignments with Procter & Gamble and Pepsico Foods.
His next assignment involved seven years as the advertising agency for
Four Seasons Hotels & Resorts Worldwide. For the past 21 years,
Larry has been president of LMA Communications Inc., a Toronto-based
communications agency specializing in strategic marketing solutions for
hospitality and tourism, and focusing on the independent luxury hotel
segment. LMA has won more than 65 HSMAI Adrian Awards, and has been
recognized by TravelClick as Worldwide eMarketer of the Year. Larry is
a frequent contributor to many leading hospitality publications,
serving on the editorial board of HBR and Marketer in Residence for
Hotelier Magazine. He publishes a weekly column in eHotelier.com, and a
daily column as 'The Hotel Mogel' in hotelsmag.com. He has just
released a book entitled, 'Are you an Ostrich or a Llama? Essays in
Hospitality Marketing and Management' which collects some 400 pages of
his writing. He brings a strategy-based, consumer-oriented approach to
hotel marketing that reflects his multi-disciplined background. He is
one of the few practitioners who embrace packaged goods techniques
combined with an advertising creative know-how in the development of
effective solutions for hotels
Reprinted with permission from
Cayuga
Hospitality
Review.
All rights reserved.
|