Larry Mogelonsky
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This document summarizes a presentation on achieving hotel excellence. Some key points include: great service is paramount for guests; guests enjoy unique experiences like food, amenities, and activities; and innovation and operational sensitivity are important for long-term marketing success. Examples of excellent practices at hotels include unique restaurant concepts, amenities like welcome gifts and notes, and optimizing spaces for maximum functionality. Achieving excellence requires constant learning, observing other top hotels, and focusing on outstanding guest service above all else.
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Larry Mogelonsky
- 1. in search of hotel excellence Presented by: larry mogelonsky, P. Eng. Founder, lma communications inc October 2015
- 2. Hos-pi-tal-ity (n) The friendly and generous reception and entertainment of guests.
- 3. agenda A Little Bit About Your Presenter Market Factors The Enlightened Guest Making Experiences Count The Idea Bar Examples of Excellence Conclusions
- 4. Properties Visited 2010: 23 2011: 30 2012: 24 2013: 29 2014: 35 2015: 18+
- 6. learning + Specifications (i.e. plans) matter + Teamwork helps solve problems + Complex issues can be broken down into smaller components + Flexibility counts
- 8. learning Voice mind market = = Over time, the shares align.
- 9. learning content Format Style In solving problems follow this order!
- 11. learning Comparisons are understood by consumers.
- 13. learning The Golden Rule Treat all others as you wish to be treated. Guests = Business Partners = Employees
- 15. learning Worldwide strategic review. 117 hotels in 6 months. Conclusion: Geography is rarely an issue.
- 17. TM Opening Doors For Medical Needs L I VI NG WATER R E S O R T R E S I D E N C E S A B
- 18. Travelclick # Worldwide e-Marketer of the Year
- 19. HSMAI Top 25 Minds in Hospitality
- 20. Recognition 70 Adrian Awards of Excellence
- 21. learning + Challenges facing hoteliers are universal + Great service trumps all + Guests relish experiences + Successful marketing is operationally sensitive + Innovation breeds long term success + Build occupancy with groups; yield with leisure + Rates are typically market driven, not property driven
- 22. learning + Challenges facing hoteliers are universal + Great service trumps all + Guests relish experiences + Successful marketing is operationally sensitive + Innovation breeds long term success + Build occupancy with groups; yield with leisure + Rates are typically market driven, not property driven
- 23. learning + Challenges facing hoteliers are universal + Great service trumps all + Guests relish experiences + Successful marketing is operationally sensitive + Innovation breeds long term success + Build occupancy with groups; yield with leisure + Rates are typically market driven, not property driven
- 24. learning + Challenges facing hoteliers are universal + Great service trumps all + Guests relish experiences + Successful marketing is operationally sensitive + Innovation breeds long term success + Build occupancy with groups; yield with leisure + Rates are typically market driven, not property driven
- 25. learning + Challenges facing hoteliers are universal + Great service trumps all + Guests relish experiences + Successful marketing is operationally sensitive + Innovation breeds long term success + Build occupancy with groups; yield with leisure + Rates are typically market driven, not property driven
- 26. learning + Challenges facing hoteliers are universal + Great service trumps all + Guests relish experiences + Successful marketing is operationally sensitive + Innovation breeds long term success + Build occupancy with groups; yield with leisure + Rates are typically market driven, not property driven
- 27. learning + Challenges facing hoteliers are universal + Great service trumps all + Guests relish experiences + Successful marketing is operationally sensitive + Innovation breeds long term success + Build occupancy with groups; yield with leisure + Rates are typically market driven, not property driven
- 30. OTA power
- 31. Who is the Authority on Quality?
- 32. Can Anyone Differentiate the Major Brands?
- 34. Are Luxury Brands Still Relevant?
- 35. The Rise of lifestyle brands
- 36. What is the Real Impact of Social Media?
- 38. What Do Millennial and GenX Patrons Want?
- 39. what do baby-boomers need?
- 40. How Has the Smartphone Changed Guest Communications?
- 41. Successful Hotel Marketing Public Relations Word of Mouth Past Guests 'Buzz Staffing Team Dynamics Systems (Delphi, CRM, PMS) Information (STR, Comp Data) Launch and New Product Activity Celebrity Endorsements Website Branding Online Reputation (Trip Advisor, etc) Social Media and Sponsorship Collateral Materials Selling Efforts Travel Trade Shows Wholesale Partnerships Corporate Volume Accounts (Airlines, etc.) Traditional TAs (Virtuoso, Signature) Traditional Advertising Directories, Outdoor and Other Media Opportunities Print, Radio, TV, Internet Broadcast Business Planning Elements Channel Mix (OTAs, etc.) Pricing and Revenue Management Catering Cvent, Bizbash, ALHI, Helms Briscoe, Teneo Digital Marketing (Adwords, Re- targeting) Promotion Strategy Plan RainmakerMarketMaker Kaptivating Hotel Marketing (Explained) Foreign Language Initiatives Internally Sourced Digital Marketing CRM Training Facilities and Programs Promotional Giveaways marketing has become more complex
- 43. China is Coming!
- 44. The Enlightened Luxury Hotel Guest
- 45. What Are Your Guests Really Looking For?
- 46. comfort Quality of sleep (bedding, HVAC, noise)
- 48. Unique Experiences Food Beverage Welcome Amenity
- 51. Don’t Penny Pinch Internet/Bandwidth Bottled Water Telephone
- 52. Design vs Functionality Bathroom lighting In-room controls Electric outlets for recharging
- 53. Spa: Beauty vs Wellness Treatments Yoga Salon Wellness
- 54. Meetings: Critical Differentiation Price sensitivity Unique experiences: catering + spa Dual-mode guest: meeting + leisure
- 55. MEETINGS: PRODUCTIVITY IMPROVEMENTS THROUGH MENU DESIGN Recognizes sugar and caloric levels Scientifically proven Competitive advantage
- 56. Weddings: Recession Proof Revenue Unique needs FAM to Perfection
- 58. Managing the Communications Hierarchy © LMA Communications Inc. Personalized Text Messages Personalized Email Facebook Message Twitter Message Hand Written Note Group Meeting One on One Meetings Office/Quiet Phone Call Cell/Noisy Phone Call Group Email LinkedIn Message Communications Hierarchy Least Influential Most Influential Personalized (Trad'l) Letter Bulk Text Messaging
- 60. First Contact: Google Search
- 61. second Contact: Refined Google Search
- 63. Sense of Arrival: Entrance and Lobby
- 64. Sense of Arrival: Say it With Flowers
- 65. Revitalizing the Reception Desk
- 66. Lobby as Third Space Blend of home and office Sociable but also functional Synergize efforts to bring guests into lobby
- 67. Guest Room as a Sanctuary
- 68. Bathrooms Anyone? Traditional vs. WOW!
- 69. Welcome Amenities Traditional vs. WOW!
- 70. Romance Anyone?
- 71. Everyone Eats: Food as Bragging Rights!
- 88. Finishing the Meal With a Wow…Bubbles
- 89. What’s The Buzz About Pizza?
- 90. REINVENTING THE FOOD COURT: THE PLAZA New York FOOD HALL
- 92. Beating Starbucks (a second time)!
- 93. BRANDING There are no limits!
- 94. Bringing an Audience Into the Kitchen
- 95. CAKES, CAKES, CAKES Stop being boring!
- 99. (Almost) Everyone Drinks Wine + Scotch + Mixed Drinks
- 100. Maintaining Loyalty
- 101. E-NEWS and E-BLASTS Large eye-catching photos Straightforward offers
- 102. Embracing the Local Community Through Art
- 103. Concierge and Butler Services
- 104. The Idea Bar
- 105. THINK OF GUEST EXPERIENCES Normal curve of outcomes Think of how you can positively differentiate
- 107. The World is Your Oyster
- 108. Sense of Departure
- 112. Technology: In-Room
- 113. levering Green
- 116. The Power of the Handwritten Note
- 117. Training for Team Members
- 118. Examples of Excellence in Hotel Marketing
- 119. Cape Rey Resort • Carlsbad, California • Oceanfront location • Hilton branded property • 215 rooms suites
- 120. Re-branding creates differentiation versus strong competitors
- 124. Hotel Esprit St. Germain • Paris • Boutique, left-bank property • 28 rooms
- 125. All-inclusive (resort-style) pricing delivers results
- 126. Living room concept adds ‘third space’ social environment
- 129. Four Seasons Singapore • Singapore • 255 rooms and suites
- 131. No morning housekeeping, late check-out Full range of in-room options (massages, baths, breakfast in bed) ‘Love Box’ filled with poems and activities
- 134. WickaninNish Inn • Located on the far end of Vancouver Island, Canada • 75 rooms • Preferred Hotels Resorts member
- 135. Year-round resort creates the ‘storm season’
- 139. Examples of Excellence in Hotel Food Beverage
- 140. Langham Hotel • Auckland, NZ • 411 rooms • Unusual location, outside of the city centre
- 141. Unique restaurant concept: food station buffet
- 144. Crystal Springs Resort • One hour away from Manhattan • 450 rooms • 2 spas, 6 golf courses
- 145. Wine cellar is #1 in North America
- 146. 235,000 bottles over 1 hectare
- 148. Boston Harbor Hotel, Meritage Restaurant • Exceptional waterfront location • 230 rooms • Member Preferred Hotels Resorts
- 149. Rework restaurant menu to categorize food on the basis of wine versus appetizer and entrée
- 151. 7-Oct-13 Meritage takes the unique approach of matching wine and food by offering small and large plates paired with specific wine characteristics Sparklers Maple Smoked Salmon and Herbed Cream Cheese Pinwheel Sturgeon Caviar and Lemon Tossed Mache Pan Roasted Jonah Crab Cake Sweet Corn and Spinach Cream Seared Shrimp Baby Bok Choy, Ginger, Coconut Lemon Grass Essence Northeast Oysters on the Half Shell Lime, Tarragon and Cracked Pepper Mignonette Light Whites Pan Seared Cod Loin Count Neck Clams, Chorizo and Spinach Grilled Block Island Swordfish Maine Lobster and Lemon Risotto Fricassee of Sweetbreads and Wild Mushrooms Mashed Sunchokes Ricotta, Scallion and Aged Gouda Filled Cannelloni Sauvignon Blanc Braised Rabbit and Fava Beans Full Bodied Whites Cream of Wild Mushroom Soup Black Truffles and Caramelized Pearl Onions Cracked Pepper Gnocchi Sweet Pea Puree and Aged Gouda Sauce Pan Seared Diver Scallops Cauliflower Cardamom Sauce Sage Roasted Vermont Pheasant Caramelized Baby Vegetables and Pearl Onions Small Plates $17 Large Plates $34 Chef Daniel Bruce
- 153. Metropolitan Hotel Bangkok • 169 rooms • COMO property • Competitive marketplace
- 155. Restaurants create reason for hotel’s success: Nahm, Met Bar, Glow (spa cuisine)
- 157. Examples of Excellence in Hotel Operations
- 158. Montage Laguna Beach Resort • Five-star beach resort one hour south of Los Angeles • 250 rooms • Nearly all customers arrive in their own cars
- 159. Sense of arrival: view and approach to the customer
- 161. Sense of departure: maps, water bottles, bag of road snacks
- 163. Hotel Berlin, Berlin • 701 rooms • Conversion of a branded property
- 165. Space adjustable to reflect meeting space requirements
- 166. Convention focus yields revenue return
- 169. Halekulani Hotel • Honolulu, HI • 453 rooms • Member of Leading Hotels of the World • Average length of stay is 7+ days
- 171. Housekeeping takes a priority role in property maintenance
- 172. Turn down amenities unique and rotated daily
- 174. Fogo Island Inn • Where is Fogo? • 26 rooms • Architectural masterpiece
- 176. Think local for everything: food beverage, furniture. All operations
- 179. Conclusions
- 180. An Attitude of Excellence • Travel! • Become a curious observer • Meet the managers and ask questions • Guest service is the pinnacle of excellence • Only do the tasks that you can do flawlessly • Believe that you can always do better
- 181. One Change at a Time • Creative solutions to familiar problems • True change is slow • Constant comparison to competition • Finish what you start!
- 182. The Results of Excellence • Points of differentiation = memorable property • Building real relationships = repeat business • Giving guests something to talk about • Giving guests something to photograph