3. Guest Relations Management.pptx

3. Guest Relations Learning Outcomes • Review and explain the duties of the Guest Relations Department. • Explain the responsibilities and the role of the GR Manager. • Assess the importance of communication in GR management. • Analyze the impact of complaints on GR management. 2 Guest Relatio...

3. Guest Relations Learning Outcomes • Review and explain the duties of the Guest Relations Department. • Explain the responsibilities and the role of the GR Manager. • Assess the importance of communication in GR management. • Analyze the impact of complaints on GR management. 2 Guest Relations Manager • Report to Rooms Division Manager / GM • Luxury Hotels • FOM - in charge in lower categories hotels • Part of Concierge Department 3 Guest Relations Manager Duties & Responsibilities Guest Satisfaction / Deal Complaints Supervision/ Coordination VIP or Special Guest “Duty Manager” Communication Sales Support other departments 4 Guest Relations Manager Duties & Responsibilities Let’s take a look to what the industry is looking for……. Research online what are the requirements of international hotel companies: - Marriott - Kempinski - Mandarin Oriental - Four Seasons 5 Guest Relations Manager Duties & Responsibilities 6 Guest Relations Manager Communication External Communication • Guests • Suppliers (outsourced companies) • Visitors (site inspections, media,..) Internal Communication • Employees • Human Resources Department • All the departments!! 7 Guest Relations Manager Communication PUBLIC RELATIONS HOUSEKEEPING S&M EVENTS GR FACILITIES SECURITY REVENUE CENTERS FRONT OFFICE/ CONCIERGE HUMAN RESOURCES 8 Guest Relations Manager Communication What is the priority of a GRM? Know your guests 9 Guest Relations Manager Guest Satisfaction How long would you wait for the check-in? Source: Lost in Translation: Cross Country Differences in Hotel Guest Satisfaction. Vol.3, N2, September 2013. Cornell University School of Hotel Administration 10 Guest Relations Manager Guest Satisfaction Source: Lost in Translation: Cross Country Differences in Hotel Guest Satisfaction. Vol.3, N2, September 2013. Cornell University School of Hotel 11 Administration Guest Relations Manager Guest Satisfaction Source: Lost in Translation: Cross Country Differences in Hotel Guest Satisfaction. Vol.3, N2, September 2013. Cornell University School of Hotel Administration 12 Guest Relations Manager Guest Satisfaction Vs. Social Media 13 Guest Relations Manager Guest Satisfaction Vs. Social Media The integration of reviews could help reduce consumer uncertainty. Rates may also be improved as consumers are willing to pay more for a product that they are confident will meet expectations. “If a hotel increases its review score by 1 point on a 5-point scale (3,3 to 4,3) on Trip Advisor, it can increase its rate by 11,2% and still maintain the same occupancy or market share.” “On average, a 1% gain in guest review score translates to a 1% gain in revenue per available room” 14 Guest Relations Manager Guest Satisfaction Vs. Social Media 15 Guest Relations Manager Guest Satisfaction Vs. Social Media 16 Guest Relations Manager Guest Satisfaction Vs. Social Media The Guest Relations responsibilities related to Social Media is encouraging satisfied guest to leave their comments in OTA, Metasearch engines or Review or others. 17 Guest Relations Manager Guest Satisfaction Vs. Social Media 18 Guest Relations Manager Guest Satisfaction Vs. Social Media 19 Guest Relations Manager Guest Satisfaction Vs. Social Media Every complaint needs to be replied on a timely manner. 20 Guest Relations Manager Guest Satisfaction: Measure Source https://www.reviewtrackers.com/blog/hotel-review-sites/ 21 Guest Relations Manager Guest Satisfaction: Measure Detractors Passive Promoters Satisfaction Score 0 to 6 Satisfaction Score 7 to 8 Satisfaction Score 9 to 10  Not particularly satisfied with the company  Danger of spreading negative word of mouth  Satisfied but unenthusiastic customers  Are receptive to competing offers from other companies  Are loyal ang highly committed to the company  Fuel viral growth through word of mouth 22 Guest Relations Manager Guest Satisfaction: Measure Net Promoter Score (NPS) is a customer loyalty tool used to measure the likelihood that customers will recommend a company's products or services to others. NPS is used to measure customer satisfaction and loyalty. 23 Guest Relations Manager Guest Satisfaction: Measure Hospitality Industry NPS Score Hospitality industry average +35/+45 Acceptable +50/+60 Excellent +65 24 Complaint Management 25 Guest Relations Manager Complaint Management • Nothing annoys guests more than having their complaints ignored, discounted or overlooked. • Every complaint should be welcomed as an opportunity to enhance guest relations, service and maintain quality. A quickly resolved problem Guest feels that hotel cares about his/her needs 26 Guest Relations Manager Complaint Management Solving Complaints Process 1. Indentify / anticipate 2. Follow-up 3. Corrective Action 27 Guest Relations Manager Complaint Management Identifying complaints is one of the first steps in taking corrective action How can we identify complaints? • • • • Directly from guests From employees Guest satisfaction card or survey Social Media 28 Guest Relations Manager Complaint Management Types of Complaints 1. Mechanical complaints 2. Attitudinal complaints 3. Service-related complaints 4. Unusual complaints 29 Guest Relations Manager Complaint Management Unusual Complaints? 30 Guest Relations Manager Complaint Management Follow-Up Procedures • • • • • During stay: Log-book, PMS, CRS Compensation? Contact guest after departure Guest Complaints Statistics Identify repetitive complaints 31 Guest Relations Manager Complaint Management Corrective Actions • • • • Coordinate with departments involved Cost of the solution Operating Budget Capital Budget 32 Guest Relations Manager Complaint Management Big problem R E P U S R E H O D RE CA ET P R PROBLEM Best Service Recovery Ever Y H T PA EM X FI IT ! Small problem RESPONSABILITY Not my fault My fault 33 Guest Relations Manager Complaint Management Reputation 34 Guest Relations Manager Complaint Management Reputation It takes $1 to keep the guest coming back 35 Guest Relations Manager Complaint Management Reputation It takes $1 to keep the guest coming back 36 Guest Relations Manager Guest Satisfaction Vs. Social Media 37 Guest Relations Manager You are not allowed to share or distribute this content without the corresponding authorization . 38 Guest Relations Manager REFERENCE Kasavana M., Brooks R. (2013) Managing Front Office Operations. 9th ed. Lansing (Michigan): American Hotel & Lodging Educational Institute 39 Thank you!!