Monica Or, Founder of Star Quality Hospitality Consultancy says creating a point of difference is key.

1. ADVICE: FIND YOUR HOSPITALITY USP
MONICA OR, FOUNDER OF STAR QUALITY HOSPITALITY
CONSULTANCY SAYS CREATING A POINT OF
DIFFERENCE IS KEY.
The Cleaning Show (Excel, London 19-21 March 2019),
one of Europe’s biggest trade events dedicated to
commercial cleaning, is set to include a range of major
exhibitors who work closely with the hospitality sector.
Top brands who supply the hotel, catering and leisure
markets include Rubbermaid, Vileda, Diversey, Evans
Vanodine and Mirius.
Also exhibiting will be i-Team, Arrow County
Supplies, TTS, Numatic, Kimberly Clark Professional,
Northwood Hygiene, Nilfisk, EcoTech and Jangro.
Osprey Deepclean will also be demonstrating its
range of innovative steam cleaning machines which are
designed to make floors more hygienic in public areas.
In addition, Greenspeed will be showcasing its
extensive range of environmentally-friendly products
which are targeted at hotels.
There are also several keynote presentations
scheduled which are set to explore major issues which
impact on the hospitality sector including hotels,
restaurants and leisure facilites.
Speakers include Caroline Reilly, Senior Programme
Manager at the Living Wage Foundation, who will look
at how businesses can look to implement the Living
Wage and stay profitable.
Keith Baker, CEO of cleaning recruitment consultancy
CERATA, will explore the skills and employment
challenges that sectors may face after Brexit.
Food poisoning and managing food waste will also
be high on the conference agenda, and there will be
additional sessions on topics such as communicating
more effectively with staff and staff training and
retention.
More sustainable cleaning methods, products and
equipment will also be discussed.
Further details of The Cleaning Show, including
the seminar programme and how to register can
be found at www.cleaningshow.co.uk
I
n the most basic form a hotel is essentially a building with bedrooms that are sold to the public to provide overnight
accommodation. If this is all that your hotel does, how is your potential guest going to make a decision to stay with you? Most
hotels will appeal to a certain customer, and this is done by knowing which customers they want to attract, which is often
determined by the facilities they have. So really being able to understand what your hotel represents and the message you want
to share with your guests will give you a strong identity.
Work out what your hotel represents, then create your vision and values for the hotel:
Your vision is a picture of where you want your business to go and what you want it to be. You can then work out how you will set
about achieving this, through focusing on 3-5 key values which should be embedded in everything you do.
This should be congruent with the facilities the hotel has and the style that your hotel represents. From this you can work out
what makes your hotel unique.
Now you can put together your customer avatar – that is who your ideal customer is. This is who you should be targeting,
so they appreciate the style of your hotel and the uniqueness it will bring to them. Think about which of your current customers
you would like to see more or less of. Think about their needs and aspirations.
Remember your customer avatar’s expectations need to match what you can offer at the very least. This can then be exceeded
by the products and services you have.
The more detail you go into for your hotel representation, creating your vision and values and your customer avatar, the
clearer your identity will become.
KEYNOTE PRESENTATIONS
SCHEDULED WILL EXPLORE
MAJOR ISSUES WHICH IMPACT ON
THE HOSPITALITY SECTOR”
THE CLEANING SHOW COMES TO EXCEL
EUROPE’S BIGGEST TRADE EVENTS DEDICATED TO
COMMERCIAL CLEANING
February 2019 | BOUTIQUE HOTELIER 37
COLUMN ADVICE