Hotel management: the experience of general managers

Programme

Managing a hotel property

The main components of success in the hotel business: location, building architecture, target positioning, layout, logistics, quality, ergonomics, equipment, staff

Investment management «from design project to commissioning»

• The scheme of interaction between participants in the investment process in construction and the main mistakes made in project implementation
• The role of the customer and the design brief in the effectiveness of the investment project and the subsequent operation of the hotel
• The importance of the sales strategy and plan when preparing the hotel project
• Overview of foreign experience in implementing complex and innovative investment projects

Modern finishing materials as a factor in reducing operating costs

• Overview of the finishing materials market for public buildings
• Finishing materials and operating and routine repair costs
• Case study: Park Inn and Radisson finishing standards

Operational management of a hotel property

• The hotel's management structure: types. The most common hotel organisational structure. How to build the management structure? Where to start? How to change the existing one? Hotel services, departments and units. Interrelation. Management technologies and tricks
• Business processes in a hotel: optimisation
• Fundamentals of management accounting and budgeting for a hotel enterprise. Income and expense budget version 2.0
• Development trends in the hotel industry in terms of management structure and methods
• The modern hotel business manager: time management, leadership styles through the prism of the chosen hotel management structure

Operability, reliability and the innovative component of engineering systems and the level of guest comfort

• Engineering systems as a factor in increasing guest comfort
• Requirements for engineering systems and standards. Case studies: Park Inn and Radisson

Sales and marketing as the foundation of hotel operations

Sales strategy

• Aligning the hotel's development strategy with its sales strategy and style

The hotel's Sales&Marketing plan

• SWOT analysis of the hotel — right and wrong approaches.
• Market segmentation for the hotel and its reflection in the work of the S&M unit and the hotel as a whole
• Segmenting hotel customer types and the goals for each. Customer psychology — how and whom they choose. How to influence their choice. Tools for influencing choice. What must be taken into account
• Working with loyal customers — goals and tools for working with regular and loyal customers
• Pricing in a changing market and for different segments of hotel service consumers. Rate analysis and revenue management
• Sales and promotion channels for hotel services. How to build the channel mix that is ideal for your hotel?
• Developing the hotel's action plan: the hotel sales kit, developing concepts and monetising them, online and offline advertising campaigns. Review of the strengths and weaknesses of the media and other tools for promoting the hotel. Guerrilla marketing, cross-marketing and new technologies in marketing and selling the hotel product
• Positioning the hotel. Metaphors
• Developing the hotel's marketing and sales strategy: developing an effective sales&marketing (S&M) plan. The link between the S&M plan and the hotel's income and expense budget

Organisational structure of the sales department and staff management in the unit

• Building an effective sales department structure, internal corporate interaction
• Portrait of the ideal sales department employee. Developing a KPI system for sales department staff
• Allocating areas of market responsibility: by segment, geographic market, industry. How to monitor the fulfilment of targets and sales volumes?
• The reporting system in the sales department. Monitoring the performance of department staff

Sales Calls — actions aimed at selling the hotel's services

• Working with customers: meetings, calls. How to make them as productive as possible? Overview of the key stages of cold calls and meetings with prospective hotel customers
• Contracts: corporate contract, TA contract, event contract. Specifics and opportunities

Hotel renovation under changing market conditions and customer needs

• Developing a renovation project that ensures the desired sales plan is met

Practice: Case study «The Nezhenka Hotel, Orenburg»

Hotel service and service standards

Discussion: «Developing guest relations — from marketing to service. The importance of regular customers»

• Guest-facing services — communicating with guests, service
• Hotel service standards: development and implementation. International experience in developing hotel industry standards
• Staff training and development in the hotel
• Customer focus, or assertive communication with guests: how to motivate employees to serve guests with a sincere smile? Hotel guest psychology
• Conflict management in the hotel business
• Operating standards of hotel services
• Reservations service
• Rooms division management
• Front office (reception and accommodation) service
• Developing standards: how to create your own SOPs (Service Operation Procedures)

John Shoal's strategy for working with staff

• What is service? The new weapon, the promised land
• Vision + Strategy — the first steps
• Values as a tool for creating a service culture. Helps reduce implementation costs
• Make your employees happy and they will make your customers happy
• Implementation: checking whether the slogan has a procedure for its realisation
• The fish «grows» from the head — the top executive is the head of service
• Implementation: the working group
• Implementation: training aimed at changing ineffective habits
• Implementation: how much the company has invested in its employee
• Which matters more: price or service. Price vs. emotion. Genuine and bought loyalty
• Business game «The Importance of Service to the Customer»
• Always being «at hand»
• Furious customer — loyal customer
• Implementation: education and advocacy
• Constraints on implementing a service culture
• Statistics ± you need to know

Building a system of staff work in the hotel as a guarantee of consistently achieving results. Creating and implementing standards. Staff training. Management structure. Motivation

• What kinds of standards there are. Who devises standards. Can standards be bought on the market. Why standards are needed
• Training staff of different specialities. Different types of staff training. Who should train staff. Is it worth inviting external trainers to train staff
• How to build an effective management system. Whether to hire external managers or grow your own. How a manager differs from a performer. How to turn capable performers into good managers
• Employee motivation. Dependence of motivation schemes on the work performed. The employee development map. Appraisal and control

The hotel restaurant

The restaurant in a large hotel complex

• Organising the work of hotel restaurants
• Ways to increase sales in a hotel restaurant
• Internal audit and purchasing control
• Low-budget restaurant promotion and promotion mistakes
• Developing seasonal menu offers
• Is the guest always right?
• Recruiting and retaining staff (regional recruitment)
• Overview of the latest trends in the restaurant industry

Catering in mini-hotels and small-format hotels