The Guest Experience - Carlson
The Guest Experience - Carlson
The Guest Experience - Carlson
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Jim Grimshaw<br />
Senior Director, Brand Program Development and Standards<br />
Midscale Brands, Americas
Innovation<br />
Responsibility Integrity C-factor<br />
Accountability<br />
Customer Focus<br />
Empowerment<br />
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<strong>Guest</strong> <strong>Experience</strong> Roadmap<br />
• Generation 3 design<br />
• Country bed<br />
• Enhanced fitness center<br />
• Enhanced business center<br />
• Product evolution /<br />
renovations launch<br />
• Be Our <strong>Guest</strong> Breakfast<br />
• Employee uniforms<br />
• <strong>Guest</strong>room operating<br />
supply design makeover<br />
• High speed internet<br />
• Product evolution /<br />
renovations<br />
• Be Our <strong>Guest</strong> Reception<br />
• Be Our <strong>Guest</strong> Service<br />
• Diningware<br />
• Inn Case Market℠<br />
• LCD TVs<br />
• Product evolution /<br />
renovations<br />
2007-2009 2010<br />
2011<br />
4
What Matters Most?<br />
Percent<br />
Top Five Important Amenities<br />
100<br />
80<br />
60<br />
40<br />
92<br />
75<br />
67<br />
57<br />
47<br />
20<br />
0<br />
Free High Speed<br />
Internet<br />
Free Hot Breakfast Rewards Program Functional Work Area<br />
in <strong>Guest</strong> Room<br />
Fitness Center<br />
Source: Business Travel News / Country Inns & Suites Consumer Research, July 2011<br />
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Our Latest Innovation<br />
• Be Our <strong>Guest</strong> Breakfast<br />
Variance vs.<br />
Year End<br />
(YE) 2010<br />
Overall Breakfast +.02<br />
• Diningware implementation<br />
Presentation of Breakfast Items +.02<br />
Quality of Breakfast Items +.01<br />
Variety of Breakfast Items +.08<br />
Source: Medallia–All Americas Hotels, 2011 Year End<br />
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Medallia <strong>Guest</strong> Comments<br />
“Excellent idea to provide ceramic dishes, mugs and<br />
real utensils in the breakfast area! VERY few hotels do<br />
that and for me it is a factor that makes me want to<br />
return to your hotel.”<br />
~ Country Inn & Suites By <strong>Carlson</strong><br />
Des Moines West, Iowa<br />
“<strong>The</strong> breakfast was great. I love that you have added<br />
‘real’ dishes and silverware, it really did feel more like<br />
home, I just did not have to do the dishes!”<br />
~ Country Inn & Suites By <strong>Carlson</strong><br />
Mankato, Minnesota<br />
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Program Innovation<br />
Convenience<br />
Store<br />
Be Our <strong>Guest</strong><br />
Reception<br />
Pizza &<br />
Flatbread<br />
Sandwich<br />
Program<br />
Grab & Go<br />
Snack<br />
Program<br />
In-room<br />
Dining Delivery<br />
Menus<br />
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Medallia Enhancement Room Ranker<br />
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Our Hotel Design Will Evolve<br />
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Veranda<br />
12
Veranda<br />
13
Exterior Refurbishment Solutions<br />
14
Exterior Refurbishment Solutions<br />
15
Exterior Refurbishment Solutions<br />
16
Exterior Refurbishment Solutions<br />
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Exterior Refurbishment Solutions<br />
18
Generation 4 Prototype on the Drawing Board<br />
• Broaden consumer appeal<br />
• Sophisticated colors and materials<br />
• Touches of home<br />
• Urban appeal<br />
• Competitive cost per key<br />
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Be Our <strong>Guest</strong> Service Training<br />
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What’s Next?<br />
“OUT IN FRONT” FRONT DESK TRAINING<br />
Selling Your Hotel<br />
<strong>Guest</strong> Departure<br />
Success Factors<br />
• Be professional<br />
• Be knowledgeable<br />
• Communicate effectively<br />
Preparing for<br />
Arrival<br />
Providing <strong>Guest</strong><br />
Service<br />
Welcoming the<br />
<strong>Guest</strong><br />
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Service Behavior Auditions<br />
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“Out in Front” Front Desk Training<br />
• Web-based<br />
• Interactive<br />
• Convenient<br />
• Service behaviors demonstrations<br />
Katy<br />
Matt<br />
23
“Innovation distinguishes<br />
between a leader and a follower.”<br />
~ Steve Jobs<br />
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