Who says New Years Resolutions are only for individuals? You can start resolutions for your hotel that will translate to greater success. Here are some resolutions we have gathered from experts in the field to get your own ideas going.
1) Increase occupancy and rates.
While Canada and the US have seen occupancy rates increase this year, increasing occupancy should continue to be a goal. This can be done by "increasing marketing and sales efforts," says Joe McInerney, President/CEO of American Hotel & Lodging Association (AHLA).
Part of this effort to increase occupancy and rates should include developing business and marketing plans, says McInerney. He suggests hiring an additional salesperson or a marketing manager and indicate which distribution channels to increase or decrease. AHLA indicated the top three methods of online distribution are search, social media and mobile.
Hoteliers should aim to increase their rating on travel sites such as Expedia and TripAdvisor and reputable rating systems such as Forbes and AAA. There are two aspects to focus on to improve ratings: mass social media presence and customer service. An article on Milestone Internet Marketing Inc., suggests "adding links to read and write reviews for Google, Tripadvisor and Yelp to encourage guests to leave reviews on these channels."
Forbes and AAA clearly indicate how their ratings are performed. For example, for Forbes there is a facility inspection and a service evaluation, both of which are unscheduled visits by their trained facility inspector. For AAA there is an application process and a list of requirements clearly indicated in their guidelines such as having the correct items in a guest room, required signage in the hotel, and be thoroughly cleaned facility.
2) Increase customer service
Increasing your use of Facebook, Twitter, LinkedIn can expose your hotel brand to more potential guests and reinforce your relationship with previous customers.
"In today's agencies or any size of hotel you need somebody to specialize in social media,"says McInerney. Use social media tools to inform your customers about promotions, advertisements or provide updates on the hotel. Identifying and recognizing loyal and repeat customers is important and can develop stronger bonds with your guests. Some hotels use a Guest Recognition and Reward Program which, according to ICLP marketing agency, is a way to "stimulate guest loyalty." Try setting up a point system so customers can earn points for free night stays, meal vouchers or free parking.
Show your guests you appreciate their business by also including extra details such as leaving fruit or chocolate in their room or providing extra customer services for these guests to make it easier to book a room at your hotel.
Another way to improve customer service is to increase service protocols by increasing training, says McInerney. All employees of the hotel should know the importance and the value of every customer and should provide them with the best experience possible, every single time.
3) Focus on your employees: increase recruitment, orientation, and training programs
It can be difficult to find good employees in the hotel industry so start at the beginning. Improve your current existing recruitment program. Start in colleges and universities, says Tony Elenis, President and CEO of the Ontario Restaurant, Hotel & Motel Association.
Recruit employees who have good team work skills, adds Elenis. "If they don't have teamwork in place no matter what you do there's going to be conflict."
Create an orientation program so new staff is prepared immediately and implement a training program to reinforce and add more skills to the workforce. The American Hotel & Lodging Educational Institute offers numerous programs such as certification programs, guest service, housekeeping and front office training.
At the end of the day the business is about customer satisfaction. This includes training any worker that will have contact with guests such as housekeeping and kitchen staff, says McInerney.
Let these resolutions be the start of a long-term business plan. "Managing hotels has become more sophisticated in the last five years and you need to have a plan and you need to know where you're going," says McInerney. "And if you're not measuring what you're doing then you will never get anything done."
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