hospitality Archives - Page 13 of 15 - Public Relations, Advertising & Social Media

How Hotels Can Measure Internal Communication Efforts

Posted on July 18, 2017 by Taylor Kennedy

INTRODUCTION

A study by Staffbase revealed that good internal communication provides constant feedback and purpose, which increases employee engagement, which in turn decreases turnover rates and ultimately saves the company money.

At the same time, when your hotel employees are happy, so are your guests, according to Forbes.

Here are ways hotels can measure its internal communication efforts.

COLLECT OUTPUT METRICS

Communication efforts–specifically output metrics–need to be measurable. For example, did your hotel’s employee newsletter have a high open rate? Did your hotel’s employee group on Facebook have an increase in page views? Knowing these key performance indicators (KPIs) will help see if progress is being made toward your goals.

Here are various metrics you can collect and how to collect them:

Awareness: Post/page views (Insights on Facebook, Google Analytics for your website)
Interest: Open and click rates (all third-party email providers, like MailChimp, offer analytics for each email)
Engagement: Comments and feedback (if you use tools such as Trello, Yammer or Slack, how often are employees adding input?)

Make sure to act on this data. For example, if you see a downward trend in open rates, experiment with sending communications at different times of day, or change the subject line.

SET YOUR OUTCOMES

Metrics by themselves mean nothing. For example, did a higher open-rate for your internal emails lead to staff better parroting your key messages? Ultimately, you’re looking for behavior changes that benefit your hotel.

As Dr. Stephen Covey once said, “begin with the end in mind.” Create your outcomes clearly, prior to executing any internal communication strategies. What does your hotel want to achieve? Win a Torchbearer Award? Keep turnover to less than 31 percent? The more and more your KPIs improve, the more likely you are to reach your outcomes.

Let’s say you wanted to increase morale and employees’ confidence in management. Your HR and communications teams could survey employees or conduct focus groups to gain deeper insight into their feelings and what resonates with them. The results can help you make informed decisions and steer you in the right direction. A tactic could include a weekly employee showcase on the Intranet site, and a KPI could include reduced complaints.

In a case study by Marriott, one of its business models showcases how they value its employees/internal communication, ultimately leading to financial success: “Take care of the associates, the associates will take care of the guests and the guests will come back again and again.”

FOR MORE INFORMATION

Revelation PR, Advertising & Social Media offers hotels, B&Bs and resorts services related to media relations, community relations, branding, group sales, SEO/SEM and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.

In Hospitality, Customer Service is Everyone’s Responsibility

Posted on April 12, 2017 by Brian Lee

INTRODUCTION

In a survey by American Express, 7 in 10 Americans said they were willing to spend more with companies they believe provide excellent customer service. This is especially important for hotels, B&Bs and resorts. It is the responsibility of every employee–from the front desk to housekeeping–to provide a high-quality, memorable experience for each and every guest.

Following are a few keys to hospitality success.

HOW TO IMPROVE CUSTOMER SERVICE

Creating a customer-first culture starts with training. Make your hospitality standards a key part of new-employee onboarding.

Employees should learn your hotel’s mission and values. Your internal communications–for example, email, Intranet or department meetings–should regularly reinforce these points. A maintenance worker directing a guest to a pool or a bartender providing sightseeing recommendations goes a long way.

Senior staff members need to lead by example, according to HotelRED General Manager Jason Ilstrup, a past Wisconsin Hotel and Lodging Association Innkeeper of the Year whose hotel in Madison, Wis., has earned numerous Trip Advisor Certificates of Excellence.

“I’m out on the floor, working in all departments, and great customer service becomes contagious,” Ilstrup said. “I’m trying to demonstrate that we’re all on the same team and doing this together. Our mentality is that we’re here for the guests.”

BENEFITS TO GREAT CUSTOMER SERVICE

Contrary to popular belief, customer loyalty is not built through great customer service, according to a study by the Customer Contact Council. Instead, customer loyalty is built by “reducing (the guest’s) effort—the work they must do to get their problem solved.”

That’s why Ilstrup empowers his staff to solve issues as they arise.

“We train the staff to have the right frame right of mind, and then we never question their decisions,” Ilstrup said.

As a result of great customer service, Ilstrup said the main benefit for his hotel is not only referrals or favorable reviews, but also the “positive attitude the staff has all the time.” And that, in turn, benefits the guests, too.

RECOGNIZE YOUR STAFF

You also should establish an employee recognition program. Staff members always appreciate being noticed for going above and beyond. This is not an employee-of-the-month award; rather, it’s calling out “wins.” Your program will hopefully lead to increased productivity and high morale.

Check out what Hilton does:

FOR MORE INFORMATION

How to Rebrand Your Hotel

Posted on February 7, 2017January 9, 2020 by Brian Lee

INTRODUCTION

hotel room Did you recently take over an existing hotel? Have you lost your existing customer base? Or is it simply time to freshen things up?

In regards to the importance of rebranding your hotel, resort or bed & breakfast, you must portray to guests that the changes will benefit them (vs. to your owners or shareholders). Your secondary goals include increases in occupancy and profit, stronger brand recognition, stronger guest loyalty and a better reputation.

Here’s how to rebrand your hotel, bed & breakfast or resort. Continue reading “How to Rebrand Your Hotel” →