This presentation was given as a 2020 Lighting Round General Session at the Hospitality Sales + Marketing Association International’s (“HSMAI”) 2017 Revenue Optimization Conference (“ROC”) in Toronto. A video of the presentation may be viewed at http://hsmaioncourse.hsmai.org/products/driving-revenues-and-guest-satisfaction-a-collaborative-effort

1. Driving Revenues + Guest Satisfaction: A Collaborative Effort by John Beatty (LinkedIn:
jbeatty)
This presentation was given as a 2020 Lighting Round General Session on June 28, 2017 at
the Hospitality Sales + Marketing Association International’s (“HSMAI”) 2017 Revenue
Optimization Conference (“ROC”) in Toronto.
Overview: With only six minutes forty seconds to present 20 slides, this leadership
presentation focuses on the necessity of a strong vision for the guest experience, how each
area of the hotel’s strategic and operational teams has a role to play, and how those areas
must work together to set the hotel up for success in each guest experience. Doing so
increases guest loyalty + online reputation, which lead to increased revenues.
The presentation may be viewed at http://hsmaioncourse.hsmai.org/products/driving-
revenues-and-guest-satisfaction-a-collaborative-effort
© 2017 John Beatty
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2. My childhood passion was theatre. I pursued that passion to New York University and
graduated with a degree in lighting design. The lighting designer has great influence on the
audience’s overall experience deciding what is illuminated and what remains in the
shadows. My goal was to put people into their best light.
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3. We all have our roles. Director is like GM, producer is like ownership, box office is like
DORM, actors like front line associates, audience is like guests.
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4. Dir of Marketing – what expectations are being set by the imagery being used?
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5. Dir of Sales & Marketing – what expectations are being set by the words being used—on
website, promo materials, conversations, etc.?
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6. DORM – what expectations are set based on room pricing?
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7. GM + Dir of Ops – are product and service expectations living up to the promises made by
DOM, DOS, DORM?
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8. Guests ask two questions at the end of their visit. This makes or breaks the relationship.
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9. If these elements aren’t aligned, the message our hotel sends to guests is disheveled and
incoherent. The guest doesn’t know what to expect, so we’re setup for failure.
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10. Get the right people around the table. Some variation, but include GM, DOS, DOM,
DORM, AGM/Dir of Ops, Accounting/Finance
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11. Come to agreement on the vision for the guest experience. Start by focusing on
product + service.
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12. What is current reality of product and service? Look at reviews to help determine where
you currently are. Online reviews drive new business; internal reviews help keep current
business.
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13. What’s going on in the market and within your comp set? Are you ahead, in the middle, or
behind? Do you have the right comp set? And what is a reasonable expectation of
positioning within the comp set?
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14. If you promote yourself as a luxury property, do your guests think you’re a luxury property?
What are guest saying? Are you luxury based on your comp set? The rest of the market?
General standards of “luxury”?
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15. Make sure you’re positioning yourself to delight guests with the expectations you’re
setting.
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16. Repeat business; easier to attract new business
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17. if there is a gap between reality and the goal
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18. Employee engagement will also improve. They are the ones coming face-to-face with
guests when expectations are unmet.
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19. Partner with HR, hire the right people
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20. Partner with HR, hire the right people. If you’re a dysfunctional family, people won’t want
to spend time with you—this is true of employees and guests. Build relationships with
both. Setting expectations and meeting those expectations develops trust--the foundation
of a good relationship.
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21. This is how I think it should work. If it’s not working this way where you are, get in touch
with me.
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