The hospitality industry has been growing rapidly in this era of globalization, necessitating an international approach to the services provided within the sector. Yet many hospitality property owners have become overwhelmed with the constantly changing quality and cultural expectations that need to be met in order to be perceived as a top hotel.
It is no longer enough to maintain a clean, well-run establishment with popular amenities in order to be a popular establishment. Now that international travel and business travel have become commonplace, there is no longer a typical customer profile and consumers have become more discerning in how they rate their travel related experiences.
Given the increased diversity of clientele, many hotel owners are turning to hotel management companies to help them increase their success. With many companies across the country to select from, it is important to operationally define specific areas of need and desired growth prior to selecting a particular hotel management company.
Data Management, Analysis and Outcome Reporting
With the diversity of clientele many hotels are now called upon to serve, it is crucial to ascertain exactly who the client base is, what types of groups are regulars, what types are seen less frequently. Then it can be determined how to best take advantage of these demographics to increase revenue and establish a first class reputation with your targeted customer population.
In order to meet these objectives, a management company must have the capability to create data bases that they can use to provide you with necessary information. It is also important that management companies can communicate their findings and make recommendations in a manner that is useful for improving your establishment and meet your defined goals.
For example, perhaps it has been noticed that the establishment has begun receiving a large number of international customers. If this is deemed important to target then the hotel management firm you employ must be able to analyze data in order to establish the countries and cultures with the highest representation among your clientele. Confirm that the company you choose can set appropriate priorities for culture specific and internationally integrative training, along with potential amenity and setting additions necessary to cater to the broadest population possible.
Similarly, if your establishment has begun drawing increasing numbers of business clients either for small meetings or larger conferences, factors such as the most frequent types of business meetings held and the needs of each would be important data to analyze. Creating new spaces appropriate for problem solving, presentations, and break out groups and which would facilitate creativity, retention of information, and information processing might become identified as a goal to increase business customers.
Other Specific Factors that Contribute to a Successful Hotel Management Company
Make sure to examine the dossier of each management company you are considering. Pay close attention to documentation of the following:
• Number of years in business
• Change in leadership and trends before and after regarding client satisfaction
• Recommendations from customers
• Specific services provided
• Range of increased revenues, gross operating profit and net income for
businesses similar to yours
• Feedback and evaluations displaying team member satisfaction and engagement
• Range of increased return business and new business for establishments similar to yours
• Flexibility on fees and contracts
• Other companies, vendors, or service providers the management company is associated with who can be used to provide additional solutions
• Range of potential involvement including consultation, management, property upkeep and investment oversight
Specific Services
There are a variety of services hotel management companies may offer. Make sure the company you choose provides the expertise necessary to meet your needs. Services may include:
• Operations Management
• Sales
• Marketing through e-commerce
• Revenue Management
• Human Resources
• Information Technology
• Reservations Center Automation
• Site Development and Expansion
In summary, there are many factors to consider when choosing a hotel management company. Comprehensive problem solving and prioritizing needs will help you identify the specific services necessary to achieve the desired outcomes. Finally, research the management companies you are considering carefully and make sure they can demonstrate evidence of success in the areas you will be hiring them to manage.
