Service, Marketing, Revenue
Where are we going?
I sometimes have to ask where we are headed with all of these questions that seem to surface in various articles around the globe. Whether it be customer service, revenue management or operations. I read countless article concerning software technology for revenue enhancement, customer tracking likes, and reviews. The hospitality industry is changing, slow at times, there is a storm of information to digest, information that in previous days was not available to the industry. Vendors clamoring to the industry that their programs are the best. If in fact they really are, that is up to each individual property owner, and or manager to decide.
Let’s look at what is out there to choose from. Revenue management platforms are abundant, you just have to choose the one that is right for your property, they key is how do you know which one is the right one. If you are not familiar with software that tracks your rate, and or customer service data, find someone who is. Remember vendors are in the business of selling software to the industry, even though you may not need such a sophisticated program they will try and sell it anyway.
Here is the crutch of all of this, there is a shortage of good revenue managers, and info technology geeks. Some properties, especially smaller ones have a combo GM, and RM all in one. Unless the GM has some prior knowledge of RM the GM will not be able to position the property to the best advantage. That being said you now have a GM who must rely on a software program that will hopefully provide figures and data that will be foreign to him, or downright difficult to understand.
Customer service platforms are equally as confusing, if you do not understand how they work. Social media programs, (can be nightmares), that at one time there were one or two social sites. Today there are many, and it may seem redundant, but it seems that all of the industry has them on their web page. The industry does not want to miss anything, just in case some guest should stumble upon, play on words people.
Now we come to the juicy part of the scenario, ReVpar, GoPar, ADR and such acronyms that we refer to in this business of ours. The comp set, competitive analysis of those properties that we consider direct competition with (our) property. Usually five or so properties within proximity to (ours). How do we position the property? Of course it depends on the numbers generated by each competitor. These numbers dictate the position on the comp report. Be it mid-scale, budget, luxury or other we like to see how we are doing against or competitors.
We all want the biggest piece of the pie right? Well it seems that way, since all chains seem to be vying for the top spot on the page. The bad news is that not all can be at the top, as they say second place is just another word for the first looser. Second place is not necessarily the looser, it just means it has not gotten there yet, wait till next time and the second place looser will be the first place winner. Sound familiar? We spend so much time with figures, and numbers that we lose sight of what really matters. The guest, and their needs, not ours.
The guest does not care about revenue management, sales, guest tracking, marketing or any other item on your list. The guest cares about receiving a great stay at your property, and taken care of. That should be the focus of our efforts. Not comp sets or stats that take us away from providing great customer memories.
Those reports are a necessary evil, but not at the cost of guest satisfaction. If you manage the guest well, they in turn will manage your reports well. Just a thought people, don’t take life so seriously, have fun with your job no matter what it is. Hospitality is a fun job, you get to see the world, and meet all kinds of people in the process. I have been around the world several times, and believe me it was all fun.
Well with no further comments I bid you all good numbers, and above all else take care of your guest, remember that you are also someone’s guest when you travel.
The Hotel Guy
Where are we going?
I sometimes have to ask where we are headed with all of these questions that seem to surface in various articles around the globe. Whether it be customer service, revenue management or operations. I read countless article concerning software technology for revenue enhancement, customer tracking likes, and reviews. The hospitality industry is changing, slow at times, there is a storm of information to digest, information that in previous days was not available to the industry. Vendors clamoring to the industry that their programs are the best. If in fact they really are, that is up to each individual property owner, and or manager to decide.
Let’s look at what is out there to choose from. Revenue management platforms are abundant, you just have to choose the one that is right for your property, they key is how do you know which one is the right one. If you are not familiar with software that tracks your rate, and or customer service data, find someone who is. Remember vendors are in the business of selling software to the industry, even though you may not need such a sophisticated program they will try and sell it anyway.
Here is the crutch of all of this, there is a shortage of good revenue managers, and info technology geeks. Some properties, especially smaller ones have a combo GM, and RM all in one. Unless the GM has some prior knowledge of RM the GM will not be able to position the property to the best advantage. That being said you now have a GM who must rely on a software program that will hopefully provide figures and data that will be foreign to him, or downright difficult to understand.
Customer service platforms are equally as confusing, if you do not understand how they work. Social media programs, (can be nightmares), that at one time there were one or two social sites. Today there are many, and it may seem redundant, but it seems that all of the industry has them on their web page. The industry does not want to miss anything, just in case some guest should stumble upon, play on words people.
Now we come to the juicy part of the scenario, ReVpar, GoPar, ADR and such acronyms that we refer to in this business of ours. The comp set, competitive analysis of those properties that we consider direct competition with (our) property. Usually five or so properties within proximity to (ours). How do we position the property? Of course it depends on the numbers generated by each competitor. These numbers dictate the position on the comp report. Be it mid-scale, budget, luxury or other we like to see how we are doing against or competitors.
We all want the biggest piece of the pie right? Well it seems that way, since all chains seem to be vying for the top spot on the page. The bad news is that not all can be at the top, as they say second place is just another word for the first looser. Second place is not necessarily the looser, it just means it has not gotten there yet, wait till next time and the second place looser will be the first place winner. Sound familiar? We spend so much time with figures, and numbers that we lose sight of what really matters. The guest, and their needs, not ours.
The guest does not care about revenue management, sales, guest tracking, marketing or any other item on your list. The guest cares about receiving a great stay at your property, and taken care of. That should be the focus of our efforts. Not comp sets or stats that take us away from providing great customer memories.
Those reports are a necessary evil, but not at the cost of guest satisfaction. If you manage the guest well, they in turn will manage your reports well. Just a thought people, don’t take life so seriously, have fun with your job no matter what it is. Hospitality is a fun job, you get to see the world, and meet all kinds of people in the process. I have been around the world several times, and believe me it was all fun.
Well with no further comments I bid you all good numbers, and above all else take care of your guest, remember that you are also someone’s guest when you travel.
The Hotel Guy