Conversation with … my CMO
My fellow GMs, it’s time to put away our obsession with numbers. Instead of being driven by daily reports on RevPAR, ADR, expense margins, labor costs, CPOR and every other alphabet combination that defines performance on our P&L, it’s time to focus on what drives those numbers.
It’s hard ? believe me, I know. We’re ops people. In a revealing conversation with my CMO, he challenged me and my team to focus on creating memorable experiences and maintaining an incredible product instead of focusing on how to save 10 cents on a length of pipe. Turn happy, loyal guests into advocates by talking to them, creating promoters of our hotels and our brands. Find out how they found us, what brought them to us initially and why they come back. More importantly, did we do anything wrong, and how can we do better? Listen and improve.
There is no cost related to conversing with guests, no cost for going the extra mile to satisfy them and ensure a room is perfect before arrival. There is, however, a tremendous cost when we focus too much of our energy on anything but improving the guest experience and underestimating the value of a great product.
Numbers and reports are just pieces of the management puzzle. If we figure out what is driving our customers and continue to improve their experience, the P&L will take care of itself.