The Starwood Journey
Starwood's company values are:
1. Do The Right Thing - Be ethical in your actions and statements to our guests and our fellow associates.
2. Go The Extra Step - Take the guest's experience to the next level .
3. Play As A Team - We, as Starwood associates, should treat one another with respect and honesty.
Starwood's core value:
Innovation Is Our Edge - Starwood wants to be the leader in the area of technology to help keep our brands at the fringe of convenience for our guests.
Lifestyle Brands
The Luxury Collection Brand focus is "Concierge". This is displayed by Starwood's concierge Gold Thread program.
Human Truths = Guest Experience Index
GPS - Global Personalization at Starwood
Starwood's GPS initiative is to drive loyalty beyond reason to our guests. Elements include:
- Customer - Guest - Digital - Property Revenue
SPG - Starwood Preferred Guest
Loyalty Matters:
- In 2012, over 50% of all Starwood rooms worldwide were occupied by SPG members.
- On the average, SPG members belong to four other hotel loyalty programs besides SPG.
- SPG members stay longer, spend more, stay more often and are more engaged with social media.
- Preferred members are 2 X more profitable than non members.
- Gold members are 6 X more profitable than non members.
- Platinum members are 26 X more profitable than non members.
- Ambassador members are 50 X more profitable than non members.
All departments - Every step of the way
Benefits:
Since March of 2012, SPG occupancy, transactions and earned increase status have all gone up.
Creating memorable experiences drives guest loyalty.
- New members are 3 X likely to return and 2 X likely to return within the year.
- All departments can help with enrolling guests including: Housekeeping, Bartenders, and Food Servers.
- Many great incentives, include points, for associates who enroll in SPG.
Partnerships:
On Tour with SPG - SPG brings together guests with music groups or celebrities with back stage access.
Game On with SPG - SPG brings together guests with great sporting events.
On Stage with SPG - SPG brings together guests and Broadway musicals and shows.
Crossover Rewards - SPG brings together guests who are loyal to Delta and Starwood through this mutually beneficial program. 60,000 SPG guests registered with Crossover rewards with in the first 5 days of it's release.
SPG Innovations:
Restaurant and Bars, along with their offers and promotions, are now featured on the SPG website. Is Porter & Frye among them?
New SPG signage pilots will begin within 3 - 4 months.
Our Members = Our Future!
Ambassador Services
2% (Ambassador Guests) of all Starwood guests help to drive 29% of profit.
15,000 stay 100+ nights a year to qualify for this service.
Ambassador Services means:
- A single point of contact for all of our guest's needs
- Advises hotels of their guest's arrivals
- Hotels to deliver elevated personalized treatment
Great Results:
- Guest Social Media Engagement = 75%
- GEI has higher score volume
- Increased share of wallet
- Influenced Revenue through referral of other guests to stay at Starwood properties.
Basics:
Be Prepared - Review Master Arrivals report
Recognition - Acknowledge these guests as top-level SPG guests
Introductions - Of the property and it's amenities
Hand Written Cards - From GM, EC Member or Front Office Manager or Supervisor
Deliver on Preferences - Have preferred amenities and requests waiting in room before check in.
QA - Quality Assurance
LRA Worldwide - Starwood's 3rd party vendor for hotel inspections.
MAP - Management Action Plan
Create a Brand Standard Binder, including exemptions for the Front Office and Housekeeping for quick reference by any team members.
LightSpeed
Features active on L/S we need to know about:
- Back to Back Reservation Feature
- Roommate Feature
- Automated Advance Deposit Feature (I'm going to talk more to the L/S reps about how to turn on this feature at our property)
- IRBC (Interactive Room Blocking Chart) can also help with blocking non-blocked rooms
- Housekeeping Alerts (I'm going to talk more to the L/S reps about how to turn on this feature at our property)
L/S Version 9.6 will include:
- Several Accounts Receivable enhancements
- Groups enhancements
- Night Audit enhancements
- Group Statistical reports enhancements
Rooms can be put back into inventory by using the Rooms Batch Update function found in the Rooms Management tab.
StarGuest
Purpose:
- To better understand our global guests
- Anticipate guest needs
- Creates consistency in procedure throughout the property
When adding to guest's profiles:
- Use common sense
- Leverage previous guest's experiences
- To cause our associates to think globally
Success is only achieved through on-going training.
Use the Posting Compensation feature - (I'm going to talk more to the L/S reps about how to turn on this feature at our property)
FO should run the Master Arrivals report and the Guest Expectations report daily!
HSKG should run the Expectations report, VIP report and a customized Arrivals report.
AYS should be using StarGuest for all guest requests and concerns.
Coming soon:
- Synergy, a program created for helping the Engineering department with tracking work orders, project scheduling etc...
Starwood Corporate Customer Service
First Contact Resolution - A customer interaction that is completed to their satisfaction by the initial associate.
To ban guests from our hotel - The hotel must have ownership approval before submitting a form found on SW1 and submitted to SCCS for guest profile revisions.
Bed Bug reports and proof of certification from 3rd party vendor must be reported to Starwood's Consumer Affairs department.
A lot of great information and more yet to come this morning as I start Day 2! Thanks for following!
TT
