Don't just take AH&LA's word that these are the 10 things you should do, see how leading properties and companies have leveraged these strategies to increase guest satisfaction, achieve new business, and overcome obstacles in the midst of this current economic climate. Just imagine what will happen once the upswing hits - are you ready for it?
Share your own stories or comment on these via AH&LA's Facebook page.
Success Story: Grand Hotel
Mackinac Island, Michigan
Grand Hotel is a seasonal summer resort, and in our 123 years of operation we’ve never been open for more than half the year. So, a reliable seasonal staff is key to our success. Because of the seasonality and our isolated location, we’re focused on programs that lessen our labor concerns. Having enough staff who is caring and qualified is the lifeblood of a large historic resort like ours. As a result, we rely on foreign seasonal labor to support our American seasonal and year-round staff in order to be viable. In other words, we need plenty of H2B visa workers.
Gaining a sufficient amount of H2B staff across the United States has been an ongoing struggle on Capitol Hill. Luckily, this is one of AH&LA’s key issues and they have been diligent in helping reform the H2B process. I not only interact with their lobbyists to stay informed, I also actively take part in their grassroots program so that my representatives understand how my business operates and its importance on the local economy. I’ve successfully reached out to my Congressman and the entire Michigan Congressional Delegation about reforming the H2B program and convinced them to get on board as bill supporters.
From a small island in Michigan, Capitol Hill may seem like a far away place, but my voice has come through loud and clear and I have already started to see a positive impact on my operations.
- Dan Musser, III
President
To learn more about AH&LA's efforts on H2B visas, as well as other legislative and regulatory issues, click here.
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Success Story: FelCor Lodging Trust
Dallas, TX
FelCor Lodging Trust uses Smith Travel Research (STR) reports to analyze the performance of our hotels relative to their respective competitive sets. No matter what economic condition our company is operating in, knowing how our hotel is performing against competitors is invaluable. FelCor owns interests in 87 hotels and resorts, and each property’s operating statistics and bottom line are impacted by these outside forces.
Through the information we get from STR we’re able to quickly implement strategies that keep us competitive in this ever-changing market, as well as forecast and prepare for the next phase of our cyclical industry. We’re able to quickly identify emerging market trends so we can successfully navigate our company’s future.
- Trey Alonzo
Financial Analyst
Learn more about tracking your own competition at the AH&LA Data Center, powered by STR.
Success Story: The Roosevelt Hotel
New York, NY
Despite today’s economy, The Roosevelt Hotel NYC is moving forward to place the hotel in a position that will allow us to be successful as the economy shifts upwards. It’s important for an independent hotel like The Roosevelt to stay on top of technology so that we can remain competitive with the sometimes more advanced brand hotels that constantly upgrade their systems.
In 2009, the hotel switched its Central Reservation System to a much more recognized and technologically advanced system with Pegasus Solutions, an AH&LA allied member. This new system allows The Roosevelt Hotel to provide customers with a more user-friendly system with an easier and faster way of loading rates and applying revenue management decisions.
Currently, The Roosevelt Hotel is in the process of designing a Website that is more technologically advanced and more user-friendly to make it easier for our customers to find us and book with us.
Furthermore, through the recent addition of an E-Commerce Manager, we’re forging ahead with the latest social network trends as they relate to travel. Tools such as Facebook, Twitter, and the hotel's blog, theNYKnow.com, have become important avenues for The Roosevelt Hotel to spread the word about upcoming events at the hotel as well as to promote packages and special offers.
We get recent trends and ideas from our corporate office at Interstate Hotels and Resorts, and by keeping in tune through industry magazines, Websites, and associations, and are always on the lookout for ways to improve operations through technology.
Success Story: Glorietta Bay Inn
Coronado, CA
The Glorietta Bay Inn takes pride in servicing our guests and staff so that they are happy, healthy, and safe. Each month we hold safety meetings to discuss any safety concerns, new ideas to make our employees' job safer, how to prevent workers comp accidents, and our safety training. The city fire department plays a big role in helping us with our emergency evacuation plan and every year the Red Cross provides CPR training . Moreover we review and, as necessary, update our Emergency Evacuation plan on a yearly basis.
Luckily, Glorietta Bay Inn has not been involved in a major emergency; however, we have had a few situations in which our guests were hurt and we had to respond quickly. In particular, we had a non-guest fall off his bike in front of the hotel and hurt his arm pretty bad. He did not want an ambulance, but the general manager personally drove him to the hospital to make sure he received proper care. This gentleman has become a life long friend of the Glorietta Bay Inn.
- Holly Ansley
General Manager
For more information on planning your own emergency plan, click here.
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Success Story: Dolce Hotels and Resorts
Montvale, N.J.
In today’s environment, every opportunity to save a penny is important. We project our needs so we can make bulk purchases of office supplies whenever possible. As a company, we spend $18,000 annually through the AH&LA’s Staples Business Advantage program for our corporate office, saving 40 to 60% over retail prices. (Dolce manages 24 upscale hotels, resorts, and conference hotels in North America and Europe).
- Lou Parisi
Senior Vice President of Finance
Take a look at the over a dozen exclusive discounts available to AH&LA property members.
Success Story: JW Marriott Denver/Cherry Creek
Denver, Colorado
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Success Story: Embassy Suites at the Chevy Chase Pavilion
Washington, D.C.
Taking proactive strides to green our property has presented more benefits than I could have hoped for. We began by implementing our hotel’s "Green Team," allowing us to focus on our 75 separate initiatives and action items hotel-wide. Using our report card, this group inspected compliance throughout the hotel, and continues to identify new and positive energy saving ideas and is actively looking to reduce our environmental foot print.
The implementation of this committee also elevates the awareness to the entire staff of our environmental initiative driven by Destination Hotels & Resorts entitled "Destination Earth." Each property is committed to the mission, and is reaping the benefits.
Through the efforts of our Green Team and the actions taken as a property, we have reduced our energy expenses and usage significantly - saving more than $400,000 since the committee was assembled - and effectively reduced our waste and use of non-recycled materials, as well as focused on other environmentally responsible initiatives.
When AH&LA launched the Green Guidelines Challenge, I was very proud that Embassy Suites at the Chevy Chase Pavilion already achieved the 11 minimum guidelines, and I can certainly stand by each of them as key contributors to reducing costs and protecting the environment.
- Jeff Brainard
General Manager
Discover best practices, the Minimum Green Guidelines, and other useful resources at the AH&LA Green Resource Center.
Success Story: Choice Hotels
Silver Spring, MD
These days many companies are tempted to put employee retention on the back burner. After all, unemployment is high and the job market is weak. Where would an employee go if they wanted to leave? However, at Choice Hotels, we believe now more than ever, it’s important to take steps to show our employees how much we value their contribution to our continued success and how committed we are to their future. Anyone can retain talent during an economic crisis – the key is to hold on to that talent when the recovery starts.
During uncertain times, frequent and transparent communication is critically important to employees. Over the past year we’ve ratcheted up our communications efforts to ensure all 1,600 employees are kept in the loop about issues that are important to them.
One example is our quarterly update calls led by our CEO, Steve Joyce, and open to all employees. During the calls, Steve and members of his senior team share candid insights about the financial outlook for the company and for the industry as a whole. Employees are free to ask questions and no subject is off-limits. Having direct access to the CEO is comforting to employees and helps reinforce that we’re all in this together.
Based on our recent employee engagement survey results, our efforts are paying off. In contrast to research showing employee engagement suffering across the country due to the depressed economy, our scores are up across the board and employees frequently cite how much they appreciate the open communication. We are confident that even once the recession lifts we’ll be able to maintain our traditionally high retention rates!
Choice executives take an active leadership role in AH&LA and thousands of our licensees are AH&LA members. This involvement helps us to keep our finger on the pulse of the hospitality landscape and serve the needs of both our staffs and guests alike.
- Becky Wedemeyer
VP, Organizational Development & Learning
Retain your staff by getting them engaged through certification or involved in Women In Lodging or the Under 30 Gateway.
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Success Story: Rendezvous Bed & Breakfast
Palm Springs, CA
As a small property with just five employees, I am the full time PR person, as well as the chef, handyman, marketer, writer, HR, etc. As an experienced PR and marketing professional, I understand the value of such efforts; however, having limited time and resources makes it challenging to launch integrated campaigns with a wide scope.
What has been of particular value is AH&LA’s Media eAlerts. I respond to any media query that applies. The best media coverage I got this year was being featured in National Geographic Traveler Best Places to Stay. This was a huge honor and I never would have known about it if it weren't for AH&LA’s free service. The story ran in the April issue, and within the first month we received five reservations and over 100 unique visitors to our Website as a direct result. This story also really helped us get into Select Registry, a best of the best bed and breakfasts association.
I continue to use free online resources to get the word out about our property, and we thrive on word-of-mouth marketing, review sites like Trip Advisor, and repeat business. But nothing compares to free media attention, and the fact that AH&LA does all the work to find leads makes it that much better.
Learn more about executing your press strategy or taking advantage of Media eAlerts.
Success Story: Apple Core Hotels New York City
New York, NY
I’ve definitely found that attending industry events is crucial to the success of Apple Core Hotels. We have five very active hotels in New York and rely on the IH/M&RS in particular to connect our operations executives with key hotel industry players and new suppliers with the latest cutting-edge products. The show gives me the chance to listen to leaders and experts during the educational sessions, and then I always make my way to the tradeshow floor to see first hand the next big thing.
From the show we’ve developed a strategic partnerships with American of Martinsville and KLEM – two companies we probably wouldn’t have encountered otherwise. Year after year, this show presents the only opportunity for us to source new products, discover emerging, trends and learn about the state of the industry.
- Vijay Dandapani
COO
Find out about all the events AH&LA holds throughout the year, by clicking here.
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