larry mogelonsky
TRANSCRIPT
in search of hotel excellencePresented by:
larry mogelonsky, P. eng.founder, lma communications inc
october 2015
hos-Pi-tal-ity (n)The friendly and generous reception
and entertainment of guests.
agendaA Little Bit About Your Presenter
Market FactorsThe Enlightened Guest
Making Experiences CountThe Idea Bar
Examples of ExcellenceConclusions
ProPerties Visited
2010: 232011: 302012: 242013: 292014: 352015: 18+
Professional engineer
learning+ Specifications (i.e. plans) matter+ Teamwork helps solve problems+ Complex issues can be broken down into
smaller components+ Flexibility counts
learning
Voice mind market
= =
Over time, the shares align.
learning
content format style
In solving problems follow this order!
learningComparisons are understood by consumers.
learningThe Golden Rule
Treat all others as you wish to be treated.
Guests = Business Partners = Employees
learningWorldwide strategic review.
117 hotels in 6 months.Conclusion: Geography is rarely an issue.
TM
Opening Doors For Medical Needs
L I V I NG WATERR E S O R T & R E S I D E N C E S
A B
traVelclick# Worldwide e-Marketer of the Year
hsmaiTop 25 Minds in Hospitality
recognition70 Adrian Awards of Excellence
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
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
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
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
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
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
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
telling the story
issues facing hotelier’s today
ota Power
who is the authority on Quality?
can anyone differentiate the major brands?
so many brands:
consumer confusion?
are luxury brands still releVant?
the rise of lifestyle brands
what is the real imPact of social media?
non-traditoinal oPtion
what do millennial and genx Patrons want?
what do baby-boomers need?
how has the smartPhone changed guest
communications?
Successful Hotel Marketing
Public Relations
Word of MouthPast 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
WholesalePartnerships
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
CateringCvent, 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 becomemore comPlex
how is technology
altering the guest
exPerience?
china is coming!
the enlightened luxury hotel guest
what are your guests really looking for?
comfortQuality of sleep (bedding, HVAC, noise)
recognitionHandwritten notesName recognition
uniQue exPeriencesFood & BeverageWelcome Amenity
serViceResponse time
Smiles
cleanlinessHousekeeping!
Scent Marketing
don’t Penny PinchInternet/Bandwidth
Bottled WaterTelephone
design Vs functionalityBathroom lightingIn-room controls
Electric outlets for recharging
sPa: beauty Vs wellnessTreatments
YogaSalon
Wellness
meetings: critical differentiation
Price sensitivityUnique experiences: catering + spaDual-mode guest: meeting + leisure
meetings: ProductiVity imProVements through menu design
Recognizes sugar and caloric levelsScientifically proven
Competitive advantage
weddings: recession
Proof reVenueUnique needs
FAM to Perfection
making exPeriences count
managing the communications
hierarchy
© LMA Communications Inc.
Personalized Text
Messages
PersonalizedEmail
Facebook Message
Twitter Message
Hand Written Note
Group Meeting
One on One Meetings
Office/QuietPhone Call
Cell/NoisyPhone Call
Group Email
LinkedIn Message
Communications Hierarchy
Least Influential
Most Influential
Personalized (Trad'l) Letter
Bulk TextMessaging
telePhone reserVations
first contact: google search
second contact: refined google search
third contact: website
sense of arriVal: entrance and lobby
sense of arriVal: say it with flowers
reVitalizing the recePtion desk
lobby as third sPace Blend of home and office
Sociable but also functionalSynergize efforts to bring guests into lobby
guest room as a sanctuary
bathrooms anyone? Traditional vs. WOW!
welcome amenitiesTraditional vs. WOW!
romance anyone?
eVeryone eats: food as bragging rights!
menus: the essential aPPetizer
finishing the meal with a wow…bubbles
what’s the buzz about Pizza?
reinVenting the food court: the Plaza new york food hall
beating starbucks!
branding
beating starbucks (a second time)!
brandingthere are no limits!
bringing an audience into the kitchen
cakes, cakes, cakes
stoP being boring!
(almost) eVeryone drinks Wine + Scotch + Mixed Drinks
maintaining loyalty
e-news and e-blasts Large eye-catching photos
Straightforward offers
embracing the local community through art
concierge and butler serVices
the idea bar
think of guest exPeriences Normal curve of outcomes
Think of how you can positively differentiate
weddings:honeymoons: ?
the world is your oyster
sense of deParture
enhancing the grouPs’
base through innoVatiVe marketing
art comPetition:
local inVolVement
telePhone reserVations: 24/7/365
technology: in-room
leVering green
sPa: wellness tourism
housekeePing: 5@5 daily
the Power of the handwritten note
training for team members
examPles of excellence in hotel marketing
caPe rey resort•Carlsbad, California•Oceanfront location•Hilton branded property•215 rooms & suites
re-branding createsdifferentiation Versus strong comPetitors
hotel esPrit st. germain•Paris•Boutique, left-bank property•28 rooms
all-inclusiVe (resort-style) Pricing deliVers results
liVing room concePt adds ‘third sPace’ social enVironment
four seasons singaPore•Singapore•255 rooms and suites
romantically themed, adult-dedicated floor
no morning housekeePing, late check-outfull range of in-room oPtions (massages, baths, breakfast in bed)‘loVe box’ filled with Poems and actiVities
wickaninnish inn•Located on the far end of Vancouver Island, Canada•75 rooms•Preferred Hotels & Resorts member
year-round resort creates the ‘storm season’
examPles of excellence in hotel food & beVerage
langham hotel•Auckland, NZ•411 rooms•Unusual location, outside of the city centre
uniQue restaurant concePt: food station buffet
crystal sPrings resort•One hour away from Manhattan•450 rooms•2 spas, 6 golf courses
wine cellar is #1 in north america
235,000 bottles oVer 1 hectare
wine tastings, dinner, education
boston harbor hotel, meritage restaurant•Exceptional waterfront location•230 rooms•Member Preferred Hotels & Resorts
rework restaurant menu to categorize food on the basis of wine Versus aPPetizer and entrée
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
metroPolitan hotel bangkok•169 rooms•COMO property•Competitive marketplace
restaurants create reason for hotel’s success: nahm, met bar, glow (sPa cuisine)
examPles of excellence in hotel oPerations
montage laguna beach resort•Five-star beach resort one hour south of Los Angeles•250 rooms•Nearly all customers arrive in their own cars
sense of arriVal: View and aPProach to the customer
sense of deParture: maPs, water bottles, bag of road snacks
hotel berlin, berlin•701 rooms•Conversion of a branded property
sPace adjustable to reflect meeting sPace reQuirements
conVention focus yields reVenue return
halekulani hotel•Honolulu, HI•453 rooms•Member of Leading Hotels of the World•Average length of stay is 7+ days
housekeePing takes a Priority role in ProPerty maintenance
turn down amenities uniQue and rotated daily
fogo island inn•Where is Fogo?•26 rooms•Architectural masterpiece
think local for eVerything: food & beVerage, furniture. all oPerations
conclusions
an attitude of excellence• Travel!• Becomeacuriousobserver• Meetthemanagersandaskquestions• Guestserviceisthepinnacleofexcellence• Onlydothetasksthatyoucandoflawlessly• Believethatyoucanalwaysdobetter
one change at a time• Creativesolutionstofamiliarproblems• Truechangeisslow• Constantcomparisontocompetition• Finishwhatyoustart!
the results of excellence• Pointsofdifferentiation=memorableproperty• Buildingrealrelationships=repeatbusiness• Givingguestssomethingtotalkabout• Givingguestssomethingtophotograph