The global hospitality industry is highly competitive with location being a critical factor for driving occupancy rates- a key metric for success. Another key factor affecting occupancy is service and customer satisfaction. The industry relies heavily on customer satisfaction surveys to determine how best to improve this critical metric. Recent industry research has concluded that four key performance indicators particularly affect guests’ service evaluations: accurate reservations; effecient check-in (under five minutes); a problem free stay; accurate billing. Guests with positive experiences in all four of these areas were most likely to grant the hotel a top satisfaction rating, return for another visit, and recommend the hotel to others.
Recessions always pose a challenge for the hospitality industry. The recent economic recovery has been slow to reach many parts of the hospitality sector, and one of the slowest areas to regain ground has been the meetings and association business. Besides the challenges to this industry presented by the recession and corporate attempts to control travel costs, the advent of virtual-meeting technology has further affected this segment of the hospitality industry. Consequently, the industry has further invested in research to demonstrate the effectiveness of face-to-face meetings compared to virtual-meeting options. This discussion can be expected to continue for some time and only increase the completion for guests.
Hospitality industry expansion is forecast to be limited over the next several years due to the current overcapacity of rooms and the intense competition to fill these rooms and maintain profitable occupancy rates.
Brook's Experiences in Hospitality
Our work with the hospitality industry includes several major hotel chains both in North America and Europe. For one major international multi-branded chain we conducted fourteen separate assignments including four large call centers and several different hotel brands.
Our work on the hospitality call center focused on basic productivity improvements, reductions in caller waiting times, and increased revenues from more effective representative sales techniques. Our hotel engagements have focused on all aspects of a brand’s business, including front desk scheduling and effectiveness, food and beverage quality and service levels, housekeeping productivity and quality, and maintenance. The financial impact of this work has resulted in significant productivity gains and resultant cost reductions, improved customer satisfaction and guest retention, increased food and beverage revenues, and higher daily revenue per guest.