Download - Best Western Annual Conference 2011
Best Western Annual Conference 2011
Brands, Brands, Brands.
It’s getting harder to stand out
“Companies deploying successful brand & service
strategies have enjoyed significant increases in loyalty,
sales and margin”Downton, Rustima & Van Veen
A constant: The power of strong brands and great service
“Companies deploying successful brand & service
strategies have enjoyed significant increases in
loyalty, sales and margin”Downton, Rustima & Van Veen
Power lies in their unique capability to...
Differentiate
Connect
Create value
The ability to stimulate choice
Strong brand
Choice
DemandRev PAR
ROCE
£
?
Taking commodities
Commodity ? ?? ?
£1.80 £1.50£2.00£2.00
Adding product features & personality
Commodity
Features & personality
Two in One Honest valueUltra modern Family values
? ?? ?
£1.80 £1.50£2.00£2.00
Creating brands that are Different in a way that’s Relevant
Commodity
Features & personality
Brands
Two in One Honest valueUltra modern Family values
? ?? ?
£1.80 £1.50£2.00£2.00
Creating PREFERENCE and influencing CHOICE
Consumable
Service
Fashion
But difference and relevance don’t get the job done
Choice and Trust
Different Relevant ?
There’s a third ingredient VITAL to building TRUST
Choice and Trust
Different Relevant Dependable
Critically important
68% of customers who were dissatisfied
Because of failure to deliver... ..the brand promise
Do you wanna tell ‘im?
“Waddya mean you don’t do
Grandeskinny ChocaMoccaLocca
Frappacappuchinno in this branch?”
Failing to deliver can be costly
Does this apply to hotels?
The influence of hotel branding (bdrc)
72 7073
78
% great deal/fair amount of influence
EuropeUK Middle East Asia Pacific
The price of breaking a promise: it’s immediate and it’s public
RoomLocations
Consistency
Comfort/Clean
WiFi
Loyalty scheme
Must have’s
BASELINE
Experience
Welcoming
Dependable
Stylish
DIFFERENTIATORS DIFFERENTIATORs
Features
Entertainment
Staff service
Hassle free
Hotel customer expectations are changing too
(bdrc / Cambridge / Kae)
Personalised
But there’s a recurring theme : Henley Management College
Helpfulness Value for time
Recognition Problem solving
Personalisation Competence
Promise fulfilment
Two vital components: evolving to stay relevant and competitive
Promise Experience
Create expectation
Bring it to life
Evolving to stay relevant and competitive
Promise Experience
?
Competitor propositions
Stay yourself Sleep tight
Hotels with personality
Everything’s premier but the price
Creating the Best Western experience
Promise Experience
•People•Products •Services
What’s different?What’s better?What can I count on?
Case study: starting point
Positive
• International
• Individual
• Stature
Negative
• Not innovating
• Inconsistent
• Aging profile
Case study: commercial priority
• Lift quality & build consistency in the core customer experience
• Exploit this commercially by promoting the strength of the core experience
Case study: Identify the ‘make or break’ experiences
Enquiry & reservation
Arrival
Room Leisure
stays &
children
Business
services
Meetings
Connectivit
y
Food &
Drink
Fitness
HHonors
Departure
Post stay
Customer journey mapping
People
Products
Case study: Innovation Hubs
Core Promise
Develop the products &
services driving
customer choice
Hotel teams
Brand
Suppliers
Experts
Customers
Case study: Leisure
Core features
• Packaging
• Kids’ dining
• Kids pack
• Late check out
Enhancers
• Pricing
• Kids menu
• Local attractions
• Welcome
Case study: Executive Floor
Core features• Packaging
• Bedroom
• Water
• Robe / slippers
• Lounge
• Food concept
• Services
• Opening hours
Enhancers• Pricing
• Bedroom
• Design
• Additional items
• Lounge
• Menu detail
• Design
• Service style
Case study: Meetings
Core features
• Packaging
• FF&E
• Support services
• Menu concept
Enhancers
• Pricing
• Menu detail
• Support services delivery
• Non-HM Rooms
Case study: benefits
Buying power
Case study: benefits
Buying power
Promotional impact
Case study: benefits
Buying power
Promotional impact
Staff engagement
Product: development & packaging = revenue impact
Meetings x-sell £ Upgrade sales £
Leisure sales £
Contracting £ Loyalty £
Buying power £
People: engagement & skills = revenue impact
ChangeManagementProgramme
4.Training
5.Recognition
3.Engagement
6.Communication
Hilton Moments
Conversion/upsell £
Room service £
Wine sales £ Staff satisfaction £
2.Recruitment1.Brand vision
Quality training
Lounge sales £
The world is changing. Standing still isn’t a sustainable option.
“There’s just no future in saying it can’t be done.
The future goes to those who make it happen”
BJ Hintz
Divisional President, Procter & Gamble
Questions?