3. “US” contains the cultural beliefs of Trust Hospitality.
Trust Hospitality is a professional full service
Hotel management company. The organization exists to
assist hotel owners in maximizing their investment value.
4.
5. Our Beliefs
The Components of our Culture
Our Guest Service Standards
Our Associate Communication Standards
Quality Six Improvement Process
Our Dedication to Communication
We are a unique company because we feel that in order
to maximize the owner’s investment value, we need to
invest in our associates. We regularly ask our associates
what is most important to them in the workplace as well as
inquire, “how are we doing” as a company. In a recent team
discovery mission we asked the entire Trust population to
define our “ideology” or “belief” in other words, to talk about
“us.” This book is the result of our company-wide efforts
from the past to the present...
CONTENTS
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8
9
14
29
30
32
7. CULTURE(kul’chεr) noun.
• The skills, customs, etc, of a given people in a given period.
• Improvement of the mind, manners, etc.
• Development by special training or care.
us • 05
8. You’ve made the right choice
If you want to work for a company that has a culture that
appreciates you as an individual. We believe that your
personality and your talent will take us places we need
to go!
DID YOU KNOW? YOU ARE THE HEART
AND SOUL OF OUR COMPANY.
We’ve made the right choice
If you are extremely enthusiastic about what you do, are
obsessed with the process of connecting with people
and really want to have fun in the workplace.
us • 06
9. When you are inspired by
some great purpose, some
extraordinary project, all
your thoughts break their
bonds; your mind transcends
limitations, your consciousness
expands in every direction,
and you find yourself in a new,
great and wonderful world.
Dormant forces, faculties
and talents become alive, and
you discover yourself to be a
greater person by far than you
ever dreamed yourself to be.
Patanjali, 1st-3rd Century B.C.
us • 07
“
“
10. 5
1
2
3
4
We are an organization committed to integrity, honesty and
a passion for quality and innovation.
We have associates that love the human race, are energetic,
“show their teeth” and are proud of where they work.
We support an environment that allows our associates to
grow personally, professionally and financially.
We create positive memorable experiences for every guest.
We work hard and have fun in the workplace.
BELIEFS
us • 08
we profit by living these ideals.
11. Culture is the glue that holds our organization
together. In all organizations, formal and
informal values, philosophies and norms,
interact and overlap to create the fabric we
call culture. Trust is no exception. Our values,
philosophies and norms are so tightly meshed
that they have created a strong culture, a
uniquely “us” culture.
Values are deep seated beliefs about the
world and how it operates. They are the
emotional rules that govern our behavior
and attitudes. Values determine our choices,
including those we make in an organizational
context. Value driven decisions determine
organizational outcomes and a company’s
operating strategy. In an effort to help you
understand the uniqueness of our culture, we
have identified the dominant values we’ve
developed over time. These values - as defined
in our core ideology are - integrity, honesty,
passion, quality, innovation, love, energy, pride,
memorable service, fun, and profits.
Components of
Trust’s Culture
HONES
TY
INT
EGRITY
W
estrivetobetruthful,honest
anddotherightthinginour
dealingswithassociates,guests
andvendors.“W
edowhatwe
saywearegoingtodo”and
“W
earewhowesaywe
are.”Integritygives
ustrust&
credibility,
withoutwhichwe
havelittleifany
influence.
We are open and genuine.
We give up being popular
for being
truthful as we
know
that evasion of the
truth
enables
associates
andguestsaliketocontinue
operating with deficiencies
that are detrimental to their
success and well being.
us • 09
13. SHOW THEIR TEETH Smile, smile, smile!
We take the competition seriously, but not
ourselves. Service that is fun and makes
them laugh helps to insure our guests’
experience is lasting.
RIDE We work together to create a
community. Hard work pays off for our
families –we are happy to be here and it
shows.
EMORABLE EXPERIENCES Our guests
must be spoiled! Seek to serve rather than
be served. Treat others as we would like to
be treated ourselves.
UN Our environment fosters laughter,
happiness, play, humor and creativity. We
reject the idea that work has to be serious
in order for people to accomplish great
things. We believe that when our associates
are having a good time, they are more
stimulating and more themselves.
ROFIT The belief that our company’s
profitability drives our company’s growth
and is directly linked to incentives and
job security. Profitability is the key to
shareholder return and a huge factor in
Trust’s credibility in the industry. We strive
to help our associates learn how their
individual contributions make a difference
in what distinguishes Trust from a lot of
other companies. We treat our associates
like partners and owners, who not only
have a right to this information, but more
importantly, need to know it in order to do
their jobs effectively.
P
M
F
P
ASSION We exhibit an intense and
unwavering desire in everything we do.
We jump in with both feet and “play to win”.
We discourage timidity, hesitation and
encourage optimism and creativity.
UALITY We strive for excellence and
continuous improvement in everything we
do. We shall challenge our processes and
our people to be better. We listen to our
customers and associates and let it be
known that everything is subject to change
in the pursuit of excellence.
NNOVATION We seek out change by
allowing our associates to be themselves.
We support diversity of thought and opinion
as well as diversity in the make up of our
workforce. Liberating our associates to
express their true gifts and talents is one of
our goals.
OVE THE HUMAN RACE We choose
to conduct business in a warm, attentive
and caring way. Our associates are
expected to care about people and act in
ways that affirms their dignity and worth.
Our associates live like this daily through
kindness and patience when communicating
with each other and our guests.
NERGETIC We are lively, enthusiastic and
moving fast. Getting things done and having
a bias for action plays a huge role in our
success.
P
Q
I
L
E
us • 11
18. “The 10 and 5 Rule” defines the Zone. It is based on two imaginary
circles that surround you at all times while on property. Picture
yourself standing in the middle of one circle that is 5 feet from you
and another placed 10 feet from you.
THe
....
.
The 10 & 5 Rule
us • 16
19. • Know the power of your smile
• Visualize positive body language
• Use your smile as a sign that you are there to help (Show Your Teeth!)
• Maintain just the right amount of eye contact (How much is too much?)
The moment a guest enters the 10-foot
zone you should stop your current work
activity and…
....
.Make Eye Contact & Smile
....
.
Speak First,
Speak Last
•Approach and greet the guests with a happy “Good Morning”
or “Good Afternoon” etc.
• Make the guest feel important—use their name, ask them
questions about their stay
• Wish them well and when appropriate, thank the guest
While in your Zone, tune out mental and physical distractions
and turn your entire attention to the guest. Make sure you
approach & greet the guest before they greet you and offer
assistance before you are asked.
When A guest enters
the 5-foot zone, we...
beyourself.useyourpersonality!
us • 17
20. personally
Personally, bathing, brushing your
teeth, combing your hair, avoiding
heavy fragrances, applying
deodorant, keeping your nails
trimmed and chip-free should be
routine.
LOOKING GOOD!
Looking great at all times is the responsibility of each of us.
professionally
Professionally, our attire or uniforms
are to be clean, freshly laundered
and properly fitted. They should be
free from holes or tears. Personal
phones need to be turned off
while on duty. Polish your shoes.
Choose to wear safe shoes. Limit
your jewelry. Be conservative with
your hairstyle (trimmed & neat). Be
tasteful with makeup and nail color.
No gum chewing. Show your teeth!
property
At our Property we take pride in
picking up litter & straightening
clutter, reporting stains, broken stuff
or unsafe conditions, and using
equipment properly.
....
.
....
.
....
.
us • 18
21. inners show up with a winning attitude… Good
phone etiquette is a call away!
(How do we show up a winner each & every day?)
Today’s guest is looking for an efficient connection.
Winners maintain supreme phone standards by
answering before the third ring with the proper
greeting.
The Trust standard greeting for all incoming calls is:
“Good (morning, afternoon, evening), Name of Your
Property!”
• Impress the caller with your style
• Always answer in a friendly tone and speak
clearly, with energy.
(Do you think that those associates answering the
phone have some impact on the hotel?)
Show up a winner
us • 19
HIT A PHONE-RUN!
....
.>>
22. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Let the caller finish their statement or question prior to responding
Avoid using slang words
Offer your name to lend credibility and build rapport
Let the caller hang up first
KEEP
PRACTICING
[
Keep These Things in Mind:
Internal calls should also be
met with an understandable,
enthusiastic greeting:
“Good(morning,afternoon,
evening), Housekeeping”
Lastly, as a call is being
transferred, we want to say:
“My pleasure!”
• Ask permission to put them on hold.
• Keep the caller informed if they remain on hold.
• Advise the caller who it is you are transferring them to
or who will be calling them back.
all your bases
Always use the caller’s name when you know it:
• Use “Please” and “Thank you” each and every time.
• Take good messages.
• Repeat back the phone number and message to assure
accuracy.
• Please answer the telephone wherever it may be ringing.
(Let’s listen to how other businesses answer their phones—
what are they saying to us as the customer?)
• Announce the caller and his/her request to whomever you
are transferring the call.
• Properly receive a transferred call by acknowledging the
caller’s name and request, and by giving him/her your name.
Be sure the caller agrees to your next move.
[
us • 20
24. Trust empowers Associates. The definition of “Empower” is: To
authorize, enable or allow. We want you to take the “Initiative,”
which is defined as: The ability to originate or follow through on
a plan of action or task. When you take “Initiative” and become
“Empowered,” you “Make It Happen” on the job.
makeit
....
.
Guest Service Standard
us • 22
25. • Use your creativity
• Think of ways to do things better
• Set your expectations high
• First, listen to what they say (or don’t say).
• Ask questions to be sure of yourself.
• Say, “Yes!”
• Look for ways to meet the most difficult requests and handle immediately.
(What does “immediately” mean to you? To our guests?)
• Overcome doubts by thinking “Yes!”
be flexible when possible, look for
reason to say “yes!” & use creative
thinking in unusual circumstances.
....
.
Say, “Yes!”
....
.
Give Them
Your Word.
• Stay with a request until it is completed.
• Follow up & ask the guest if they are happy.
• Make commitments you know you can keep.
Giving your word means
that you own the problem
or request all the way.
Lookformore...
• Deliver only your best each and every time
• Question a process or procedure that
doesn’t make sense or that doesn’t work well.
us • 23
26. UH-OH.
Too often, frustrations associated with travel can bring out the worst side of the nicest guests.
When things go wrong it’s your time to shine!
We see problems as opportunities.
us • 24
27. • Listen.
• Apologize (for problems).
• Determine course of action with the guest.
• Do it immediately – on the spot!
• Get supervisor involved (if necessary).
• Keep the guest informed.
• Thank the guest.
If the situation is very dramatic,
Keep the following in mind:
• Remain calm; bring down the emotional intensity.
• Move the interaction to a private area,
preferably an office.
• We empower you to take action.
take action & do the following:
When faced with a guest complaint,
other actions to take:
• Ask the guest to respond to basic
questions, which helps lead them back to
a more rational thought process.
• Avoid placing blame – focus on fixing
things to the individual’s satisfaction.
• Let the guest know you are going to do
everything possible to assist them, but you
will require their cooperation.
• Be confident about decisions but do not
argue with the guest about company policy.
• Where profanity is being used, let the
guest know that this type of language is
unnecessary.
• Call for assistance if you feel in any way
that you are physically in danger, especially
where guests seem to be under the
influence of drugs or alcohol.
• Never take their emotions personally.
As a professional you can
turn any problem into a
means for building guest
loyalty. Remember, easily
turning a negative into a
positive is a skill that is
learned over weeks, months,
years.
(Do you feel that when you
own the problem you own the
guest’s stay?)
us • 25
28. Makeit• Help to create an unbelievable experience.
1 Action + 1 Action + 1 Action = Happy guest
• Treat the guest as if you own the place.
• Personalize the experience, get involved.
• Remember them by name.
• Show your brilliance by being knowledgeable about your
hotel, the neighborhood, local attractions, directions, etc.
FRIEND FOR LIFE
us • 26
29. We want to wish our guests a fond farewell. Give them a
hearty “Goodbye Mr. & Mrs. So & So.” Show your teeth.
Let them know we appreciate them and that we would like
to see them again.
We have yet to receive a complaint about over-delivering...
Seek out opportunities to do more than what is expected,
and they’ll be talking about us to their friends.
(How are we going to seek out opportunities?)
and Go Above And Beyond!
• Always be at their service.
• Always add the special touches.
• Always do more than they ask.
• Always take them where they need to go
versus pointing them in the right direction.
• Never ask the guest to do something you
can do for them!
invitethem
The way each guest is treated throughout their stay becomes the framework from
which they will base a return visit. We want our guests to feel important and for them
to know that we cannot wait to welcome them back. The art of creating a unique
environment, anticipating or remembering our guest needs and enthusiastically
approaching each situation with a smile, will bring us this Friend for Life!
us • 27
30. the greater danger for most
of us is not that our aim is too
high and we miss it, but that it
is too low and we reach it.
Michelangelo, 1475 - 1564“
“
us • 28
31. • I make myself available to my associates so
they can talk with me.
• I know all of my associates’ names and speak
to them by name each day. My associates talk
often to me.
• I share information, including good news and
bad, with my associates on a regular basis.
• I encourage associates to come to me with
ideas and problems.
• I put aside what I am doing and give associates
my full attention when they talk with me.
• I calmly thank associates when they bring me
bad news.
• I sincerely thank associates for their ideas and
input.
• I hold regular “Listen and Respond” sessions
in order to encourage brainstorming and
communication.
n a day-to-day basis you will guided by your
Property Management Team. These dedicated
individuals are there to answer your questions, to
show you the way and to make your transition to
your new job easy and fun. Many are seasoned
professionals that understand the industry, guest
service and the importance of being a good
manager. Your Management Team is dedicated
to 100% associate satisfaction!
property
O team
standards
Associate
us • 29
32. • Everyone in the organization is responsible for continuous
improvement. Everyone solves problems – not just
management.
• Anything can change if it will make it better.
• There are two kinds of customers at Trust – the guest
and the associate. Whatever does not meet or exceed
customer expectations is not quality.
• Poor quality costs money.
• Top Management drives change for improved
quality.
• To do whatever it takes to delight guests can only
occur when associates work together, are trained
and have the power to make improvements.
• All of us are dedicated to meeting our external
and internal guests’ needs. Your personal
commitment to a work environment that is
based on quality is one of the most important
things you will do each day on the job.
(Who are your internal guests?)
The Total Quality Management process is built
on several key assumptions:
us • 30
33. Phase1
Select a team and introduce the basics.
Phase2
Identify the problem. Analyze data.
Phase3
Brainstorm solutions to the problem.
Phase4
Use the tools to evaluate the possible solutions.
(Flow Chart, Pareto, etc.)
Phase5
Develop an implementation plan.
Phase6
Measure and track results.
Improvementprocess
Quality Six is a customer-focused strategic and systematic approach
to continuous improvement in quality, service and innovation.
SIX
us • 31
34. One method to let you know what is going on is done during our Meet and Greets.
Another means of communication is the Associate Information Center.
communication
These brief but informative daily company wide meetings
are aimed at preparing you to deliver exceptional service
by having all of the information you need to understand the
day’s demands. In these meetings the group facilitator will
share with you the occupancy, arrivals, departures, in-house
groups and VIPs. We also discuss our Beliefs, Guest Service
Standards and Quality Six practices.
A.k.a Bulletin Boards. This designated area includes
Legal Posters, Accident Prevention and Safety Tips along
with Guest Comments, Special Recognition Awards and
Company Updates. Make sure you check the Information
Center monthly to see that you are current with what is going
on at your property.
Yourmanagementteamisdedicatedto
continuous,on-goingcommunication.
[
[
us • 32
35. Also, look for the quarterly Newsletter, “Trust Checks In!”
We welcome any articles, pictures, cartoons, jokes, recipes,
words of wisdom & comments that you may have!
Our Listen and Respond Sessions are conducted on a
monthly basis and at different times at each of our properties.
These informal meetings are conducted by managers with
randomly chosen associates and last approximately 20 minutes.
By keeping the size of the meeting small, attendees are
encouraged to discuss all aspects of their job and perceptions of
the property. This is your chance to make the management team
aware of your feelings so that we may be proactive where you
are concerned.
Trust’s Open Door Policy is a process by which you may go to
anyone on your management team or the Trust management
team to discuss what is on your mind. We welcome any and all
concerns, questions or suggestions.
Trust Corporate in Miami, FL (305) 537-7044
www.trusthospitality.com
us • 33
36. when you work you are a flute
through whose heart the
whispering of the hours turns
to music. to love life through
labor is to be intimate with
life’s most inmost secret.
all work is empty save when
there is love, for work is love
made visible.
Kahill Gibran, 1883 - 1931
“ “
us • 34
37. TURN ‘WANT TO’ INTO ‘CAN DO’
Simply think to yourself...
“I can control the attitudes, emotions and actions of
complete strangers by my own attitudes, emotions and
actions.”
I KNOW THAT WHEN I...
Smile at others, they will smile back at me.
Am kind to others, they will be kind to me.
Am courteous to others, they will be
courteous to me.
Am friendly to others, they will be friendly to
me.
i see that if i...
Frown at others, they will frown at me.
Am mean to others, they will be mean
to me.
Am rude to others, they will be rude
to me.
Am hostile toward others, they will be
hostile towards me.
....
.
....
.
us • 35
38. I have received a copy of “US” - The Cultural Beliefs of Trust Hospitality.
I know that taking positive action as described in “US” is what I must do as a Trust
Associate & as a valued team member.
Today, I participated in a training seminar and I am familiar with the following:
• Our Beliefs.
• The Components of our Culture.
• Our Guest Service Standards:
The Zone
Looking Good!
Hit A Phone-Run!
Make It Happen
Friend For Life
• Our Associate Communication Standards.
• Quality Six Improvement Process.
Meet and Greets
Communication Centers
Listen & Respond Sessions
Open Door policy
Name:____________________________________________ Date:_________________
PropertyatwhichIwork: _______________________________________________
Trainer:_______________________________________________ cc/Associate file
us • 36
40. Integrity is the foundation and honesty is the super
glue that binds our team together. Passion for
quality and innovation means that we are intensely
enthusiastic about doing what we say we are going
to do. Love... We are into you and your super-hero
ability to be good to those around you by smiling,
by caring and by living in the moment. Expand
your mind and then enlighten the rest of us. Take
advantage of company training-there is a log that’s
available. Make suggestions; take action, leapfrog
ahead into a promotion. Guests think there is
something in the water because they can’t wait to
tell their friends about this hotel they stayed at...
our guests thank us for a “job well done.” We like
hearing laughter and laughing ourselves. There’s
something in this for each of us. The future belongs
to those who prepare for it. Integrity, love, living,
learning, passion, laughter, smiling.
us • 38
