Larry Mogelonsky

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







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