Brendan Berl

Hotel F & B Executive

Guerilla Marketing

April 25^th, 2010

This article really stood out to me mainly because of the name. I find military tactics very interesting, so when I saw the word ‘Guerilla’ I could only wonder how it could pertain to the hospitality industry. In the military it is a tactic mainly used by terrorists or people in the jungle. The fighters will ambush the enemy, pull back, and repeat these tactics until the enemy either pulls back or dies. So the first thing for F & B that comes to mind would be some kind of marketing plan.

It seems like a plan where the restaurant changes their target market to match a special event. For example, David Marsh, the General Manager of the Crown Plaza in Baltimore North uses an example of a nearby Star Trek Convention that was held. He says that they used that event and added some themed items to their menu, such as a drink special called the Vulcan Mind Meld. Karl Prohaska, of the Handlery Hotel and Resort in San Diego, changed their delivery plan to target a complex that just opened across the street. They offer free delivery to all of the tenants, as they just have to walk it across the parking lot, and they also give a copy of each of their menus with all tenants’ monthly invoices.

When I opened the article I expected something a lot more complex. These seem like things that restaurants should already be doing. Of course the majority of your business is going to be from people living nearby or events going on in the surrounding area. So if you give your customers something related to lure them in then you should be able to keep a loyal customer base. You can’t get customers through your door without first appealing to them, once they’re in is where the quality of your food and service comes in to play.

Hotel F & B Magazine – Simple Techniques any Hotel can use

http://www.hotelfandb.com/biol/july-aug2009-back-burner.asp

Below this post is the one from last week. (Sumbitted in Sakai)

Brendan Berl

Hotels Magazine

A Charge from Element

August 21^st, 2009 (Found under ‘September)

This is an unusually small article, but I couldn’t pass it up after seeing the topic name. The word ‘Element’ stood out immediately, as that is the hotel made by Starwood that we have chosen for our project. The article specifies a unique perc, the ability to charge your electric car at their newly implemented Docking Station.

It only specified one hotel in Lexington, Massachusett’s, but states that Starwood has partnered with a technology company to offer this amenity. Calling it an amenity seems to lump it in with fridges in every room, or a community pool, found at nearly hotel around the country. Maybe other hotels will pick up on it and build their own docking stations. All it requires is for the driver to swipe their ‘keyfob’, the piece of plastic attached to key chains that allows remote unlocking of the door or activating of the alarm.

Imagine a hotel that offered a pump to fuel your car. It would probably not be very popular because it would just smell like gas. But if you could remove the smell, and give it a modern design like Element’s; I wouldn’t be surprised to see it having a higher occupancy rate and a lower rack rate than any of its competitors.

However, there are a few things I’m still curious about. First off, and probably the most defining; how much will it cost? If it is any more than half of the cost to fill up a tank of gas, most consumers probably won’t find it beneficial to purchase an environmentally friendly vehicle. Second, how would you pay for it? It says you have to swipe your keyfob; would this access your checking account like a credit card? I would be kind of weary to carry around anything that might have wireless access to my checking account.

Hotels Magazine – Element Docking Station

http://www.hotelsmag.com/article/364329-A_Charge_From_Element.php

I just realized I submitted this last week through sakai, sorry.

Brendan Berl

Hotel & Motel Magazine

Why check-out is always as important as check-in

April 10^th, 2010

The author, John Ely, starts off his article with an experience he had when he traveled to a very ‘haunted’-looking hotel to stay while he attended a 4-day tradeshow. He explains how excited and energetic he was when he first arrived. He didn’t know what to expect and all he got was this haunted vibe from the place. But when he left, he talks about how drained he was; but the smiles of the employees revitalized him. Ely found it strange how he noticed their smiles and demeanor so much more when he left than when he arrived. He says it was like he needed to see that friendly smiling face to give you a sense of family and familiarity.

It’s hard for me to connect with his disposition, as I only go on vacation to relax. The only time I have ever left a vacation exhausted was from all the walking in Italy, but I never took the time to notice the friendliness of the employees, or lack-thereof. He is completely right when he says that check-out is the last opportunity for you to show the guest that you care and really do want to see them again. A faulty check-in can always be overpowered by a flawless check-out or in-house experience. If you had to bump the guest to a smaller room, they may feel ill-seated about it for a little bit; but if you provide them with the right experience, they can leave happier than when they arrived.

Ely later brings up how many of the same techniques are used at the end of the stay as at the beginning, like using the guest’s name. These things can immediately make the guest feel welcome at anytime, and will likely bring them back, gaining you a new loyal customer. Many hotels today even reward their repetitive customers. The Marriott Courtyard will offer them a choice between Reward Points, a welcome package, or perhaps something they can offer from within the hotel. But, like Ely, a guest might not be as interested at the end of the stay, and will likely need you to be a lot more efficient and energetic. If they guest feels like they are being rushed out to ‘make room’ for new guests, they will feel underappreciated. These guests may never check-in to your hotel again.

Hotel & Motel Magazine – Checking Out

http://www.hotelworldnetwork.com/john-ely/why-check-out-just-important-check

Going Green

Brendan Berl

Hotel Online

Hotels Go Green to Save Green

March 26^th, 2010

Sustainability is a national trend affecting just about every small business, home, and corporation. It goes by several names including conservation, being environmentally friendly; or just plain green. The article focuses on a number of hotels and restaurants in Myrtle Beach that have begun going green, and not just for the moral aspect of taking care of our planet. In this first year of the Green Alliance program, three hotels and six restaurants have already been certified and are now saving money and the environment.

It’s not just about using less energy; Kenneth Harwood, a senior manager at Proctor & Gamble gives that example that cutting chemical usage in the bathroom by using fewer sprays in the 30,000 hotel rooms can save more than 100,000 gallons of chemicals a year. The sustainability trend really spiked when the fuel costs rose in the mid-2000’s. Consumers that demand more sustainable hotels have also driven the change, even if they can’t actually see that a change has been made. More often than not, a ‘sustainable hotel’ is likely just one that has purchased a green logo but probably doesn’t even recycle. Consumers need to become more aware about what hotels and businesses are actually doing. That is why Hilton Hotels have begun handing out brochures to inform their guests about what the staff is doing, and how they can help.

This article connects with our project because we plan on creating a green hotel that belongs to the Element brand by Westin. I think going green is very important purely for the effects it has on our planet. The fact that when people build something they knock down the trees instead of attempting to minimize environmental costs and build around them shows me that the majority of the population just doesn’t care. I’m glad to see that so many hotels are trying to minimize the impact they have, but it will be a very gradual change for the industry.

I liked the way that the article was written; short and split up into various facts about going green in the industry. I wish they had used some more statistics like they did with reducing chemical usage, such as how solar panels can affect energy usage, or some kind of water filtration system for their sewage. I’m not surprised though, as becoming environmentally friendly is still relatively new; I’m just glad see were moving in the right direction. Hopefully our generation will keep this trend moving forward by learning about the changes we can make.

Hotel Online – Tourism Talk

http://hotel-online.com/News/2010_Mar_28/k.MBM.1269883853.html

The Effects of Globalization on Hospitality

Smartbrief due 2/28/09

“Hospitality Adjusts to Globalization”

http://www.hotel-online.com/Trends/Andersen/global.html

° Small company feel at a global scale

Nobody wants their company to feel like a company, especially if it’s from another country; it should feel like a family. A good way to avoid this is to use architecture and interior design that is familiar to that culture or region. You should also hire people from the area, to help grow some roots. Lastly, management is key. Employees should not have any contact with “Corporate”; it makes employees feel less responsible, like if they make a mistake that corporate will solve it. Every location should be able to function independantly of each other in case of any communication problems.

° Getting information where it needs to be

Corporate needs information from it’s hotels and franchises just as much as they need information from corporate. The difficult part is limiting whos hands the information gets to. You don’t want employees with information that only the manager should have, the same goes for some members of corporate. Not everyone checks their e-mail everyday, there should be a type of inter-company communication such as Instant Messaging for people who are clocked in.

° Communication between countries

Language is probably one of the biggest obstacles a company will face in globalization. If a franchise or satellite speaks a language different from corporate, things could get very complicated. The best solution would be hiring a manager that speaks the native language as well as the language that is found at corporate. That is to avoid hiring a middle-man to translate information that could be vital to your company.

° Global currencies

Nearly every country uses its own system of currency, a simple miscalculation could be cause for a very big error in accounting. If 30,000 yen in Japan are sent to corporate as “30,000”, they might take it as dollars instead of yen. The best solution would be to convert currency before it leaves the franchise/satellite. Or have a system to automatically convert all monetary values to dollars, however this could confuse employees.

° Free Trade and Regional Agreements

Many organizations are concerned about the impacts of agreements such as the European Union and the possible North American Union. These unions create a very strong infrastructure between businesses in these areas. A business originating and staying within one of these areas will likely be more profitable when importing from countries within that union. If they spread outside that area they will probably not receive the same benefits.

My World is Different

Like Dwade Wayne.