Hospitality and service are not the same
Published September 1, 2008
by C. David Fries, CHA, RRP
President/COO
SUN Hospitality, LLC
As timeshare vacation resorts obtain greater recognition as the most stable segment of the hospitality industry, an amazing transformation has taken place. Traditionally, the timeshare resorts have been regarded as the stepchild, a cross breed of the upper segment hotel and the no frills vacation condominium. The stigma of sales tactics of a prior era has been difficult to overcome. We can now say these times have changed.
The foundation for this change has been the demand of the consumer. The educated timeshare consumer has demanded the conveniences of a timeshare vacation condominium that provides the service skills and hospitable attitude of the upper segment hotel. Therein lies the key.
Timeshare resorts have a built-in clientele. In years past, service and hospitality may not have been as great a concern as other priorities. However, these basic principles of hospitality management have become even more critical to this segment of the industry. The past decade has seen greater competition levels, and more recognized and respected hospitality companies have become more involved in the timeshare segment.
The most successful resorts, by many measures, are those that achieve both service and hospitality. Just as location, location, location has been to real estate – service, service, service has been to the hospitality industry. The most successful, respected hotel and resort companies emulate this philosophy. A great deal of time, effort and money are placed into service training and service standards of their employees. For they know that if their service levels are not up to the competition and the consumers’ expectations, the consumer will not return.
Service skills can be achieved by training. Emphasis and financial resources placed in a resorts annual operating plan will positively impact the service levels. Be certain to include all departments in the “service skills” human resources management plan, not just front line employees.
Hospitality is an attitude that must be bred. We breed hospitality by putting the right people in the right environments. To begin with, be certain your employees enjoy an environment of appreciation and respect. Treat the back-of-the-house employees just like you want the front-of-the-house to appear – upbeat and positive. Create the mission that every employee works hard to see that each owner and guest experiences the most positive vacation they have ever experienced. Breed them to treat the owners and guests as you would want to be treated. Always establish eye contact, greet, offer a cheerful good morning is often all it takes.
HOSPITALITY TIPS
- Promote TEAM
- Always establish eye contact, smile and greet owners and guests at every opportunity
- Wear nametags that are big and visible to all
- Post comments for all to see - Wall of Fame: highlighting positive comments mentioning team members by name
- Create team and individual incentive plans for hospitality performance benchmarks
- Be on the customers side; care how your actions effect others
In a service industry, we will always have “challenges to overcome” and “opportunities for solutions”. We don’t have problems. Breeding a positive work environment will result in positive attitudes with team members at all levels. That’s hospitality. |
