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Best Western Annual Conference 2011

Best Western Annual Conference 2011. Brands, Brands, Brands. It’s getting harder to stand out. A constant: The power of strong brands and great service. Power lies in their unique capability to. The ability to stimulate choice. ?. £. Taking commodities. Commodity. ?. ?. ?. ?.

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Best Western Annual Conference 2011

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  1. Best Western Annual Conference 2011

  2. Brands, Brands, Brands.

  3. It’s getting harder to stand out

  4. A constant: The power of strong brands and great service

  5. Power lies in their unique capability to...

  6. The ability to stimulate choice ? £

  7. Taking commodities Commodity ? ? ? ? £1.80 £2.00 £2.00 £1.50

  8. Adding product features & personality Commodity ? ? ? ? £1.80 £2.00 £2.00 £1.50 Features & personality Two in One Family values Ultra modern Honest value

  9. Creating brands that are Different in a way that’s Relevant Commodity ? ? ? ? £1.80 £2.00 £2.00 £1.50 Features & personality Two in One Family values Ultra modern Honest value Brands

  10. Creating PREFERENCE and influencing CHOICE Consumable Service Fashion

  11. But difference and relevance don’t get the job done

  12. There’s a third ingredient VITAL to building TRUST

  13. Critically important

  14. Do youwanna tell ‘im? “Waddya mean you don’t do GrandeskinnyChocaMoccaLocca Frappacappuchinno in this branch?”

  15. Failing to deliver can be costly

  16. Does this apply to hotels?

  17. The influence of hotel branding (bdrc) % great deal/fair amount of influence UK Europe Middle East Asia Pacific

  18. The price of breaking a promise: it’s immediate and it’s public

  19. Must have’s Experience Locations Welcoming Dependable Consistency Stylish Comfort/Clean WiFi Loyalty scheme DIFFERENTIATORs BASELINE DIFFERENTIATORS Hotel customer expectations are changing too Features Room Entertainment Staff service Hassle free Personalised (bdrc / Cambridge / Kae)

  20. But there’s a recurring theme : Henley Management College Promise fulfilment

  21. Two vital components: evolving to stay relevant and competitive Create expectation Bring it to life

  22. Evolving to stay relevant and competitive ?

  23. Competitor propositions • Hotels with personality • Everything’s premier • but the price • Stay yourself • Sleep tight

  24. Creating the Best Western experience • People • Products • Services • What’s different? • What’s better? • What can I count on?

  25. Case study: starting point

  26. Case study: commercial priority

  27. Case study: Identify the ‘make or break’ experiences Customer journey mapping

  28. Case study: Innovation Hubs Core Promise Develop the products & services driving customer choice

  29. Case study: Leisure Core features • Packaging • Kids’ dining • Kids pack • Late check out Enhancers • Pricing • Kids menu • Local attractions • Welcome

  30. 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

  31. Case study: Meetings Core features • Packaging • FF&E • Support services • Menu concept Enhancers • Pricing • Menu detail • Support services delivery • Non-HM Rooms

  32. Case study: benefits Buying power

  33. Case study: benefits Buying power Promotional impact

  34. Case study: benefits Buying power Promotional impact Staff engagement

  35. Product: development & packaging = revenue impact Buying power £ Leisure sales £ Upgrade sales £ Meetings x-sell £ Contracting £ Loyalty £

  36. People: engagement & skills = revenue impact Quality training Room service £ Change Management Programme 1.Brand vision 2.Recruitment Lounge sales £ Conversion/upsell £ 3.Engagement 4.Training Staff satisfaction £ Wine sales £ 6.Communication 5.Recognition Hilton Moments

  37. 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

  38. Questions?

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