News for the Hospitality Executive |
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Lessons from the Field
A Common Sense Approach to Success in the Hospitality Industry |
By Dr. John Hogan, CHA MHS CHE, October 7, 2009 |
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Hotel Common Sense �
Recognizing the Many Ways to Reach
and Influence Potential Guests
By Dr. John Hogan, CHE CHA MHS, October 7, 2009
The late Skip Boyer *, formerly the Director of Executive Communications at Best Western International and the senior member of his team, was a wonderful speech writer, author and story teller. He used to employ a simple but amusing story when his department was explaining the differences between the various forms of marketing at the company's regular orientations for owners and management new to the brand. Skip would open his presentation by asking the group if they understand the differences between "publicity" and "public relations." Answers would vary by group, but the following story illustrates the various components as described by Skip. He would begin by saying, "Let's imagine you are about to announce to the world the grand opening of your brand new hotel, the (Fill in the blank) Anywhere Inn. You run a full-page ad in the local paper inviting everyone. This is "advertising," he would explain. "Now it just so happens the circus is in town, and you decide to hire the elephant to carry a giant billboard announcing your opening. This is �promotion�, Skip would explain. The problem is that something frightens the elephant and he tramples the garden at the nearby competitive hotel and the picture of the elephant, your billboard and the damage makes the front page of the business section. This is publicity (and not the right kind).� If, and Skip would pause here for a moment, the hotel general manager
goes to the competitive hotel's manager with a sincere apology (accompanied
by a check to cover the damage, it is assumed) and convinces that manager
to attend the grand opening party, that is salesmanship.
When the business section features its' next photo of your hotel, it is
with you, the competitive GM and the elephant, with all apparently forgiven.
That photo and the accompanying story are public relations.
What are you doing in your hospitality business?
Please contact me if I can be of service, feel free to share an idea at [email protected] anytime or contact me regarding consulting, customized workshops or speaking engagements. Autographed copies of LESSONS FROM THE FIELD � a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES can be obtained from www.smartbizzonline.com, THE ROOMS CHRONICLE www.roomschronicle.com , and other industry sources. All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management. The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication. John Hogan, a career hotelier and educator, is frequently invited to participate at franchise meetings, management company and hospitality association events. He is a successful senior executive with a record of accomplishment in leading hospitality industry organizations at multiple levels, with demonstrated competencies as a strong leader, relationship builder, problem solver and mentor. He conducts mystery-shopping reviews of quality in operations and marketing, including repositioning of hotels. Expertise and Research Interest
He writes weekly columns for a number of global online services, with more than 400 articles & columns published on the hospitality industry. He co-authored (with Howard Feiertag, CHA CMP) LESSONS FROM THE FIELD � a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES, which is available from [email protected], ROOMS CHRONICLE www.roomschronicle.com and other industry sources. He resides in Phoenix, Arizona and is seeking a publisher for his 2nd book based on his dissertation � The Top 100 People of All Time Who Most Dramatically Affected the Hotel Industry. Hogan�s professional experience includes over 35 years in hotel operations, food & beverage, sales & marketing, training, management development and asset management on both a single and multi-property basis, including service as Senior Vice President of Operations in a specialty hotel brand for six years. He holds a number of industry certifications (CHA, CHE,
MHS, ACI) and is a past recipient of the American Hotel & Lodging Association�s
Pearson Award for Excellence in Lodging Journalism, as well as operational
and marketing awards from international brands. He has served as
President of both city and state hotel associations.
He has served on several industry boards that deal with education and/or cultural diversity and as brand liaison to the NAACP and the Asian American Hotel Owners� Association with his long-term involvement in the Certified Hotel Owner program. He has conducted an estimated 3,200 workshops and classes in his career. Service to the Industry and Hospitality Education includes
working with the Educational Institute Certification Commission of the
AH&LA, the Hospitality Industry Diversity Institute, the AH&LA
Multicultural Advisory Council, the Accreditation Commission for Programs
in Hospitality Administration, the Commission for Accreditation on Hospitality
Management Programs, the AH&LA and AAHOA Education and Training Committees,
the Council of Hotel, Restaurant and Institutional Educators (CHRIE), the
International Hotel Show and the Certified Hotel Owner program for the
Asian American Hotel Owners� Association.
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Contact:
Dr. John Hogan, CHA MHS CHE
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