Creating real loyalty

Almost every hotel company has a “loyalty” program that promotes repeat business. But does it create real loyalty? I don’t think so.

If saving money was the only motivator for a purchase, we would all be shopping at the five and dime. Real loyalty is about passion and going the extra mile. I have a business partner who will travel two hours out of his way to dine at a place he is loyal to. I know I have my favorite retailers for almost every item I own. I am sure you do, too.

Does the same hold true for employment loyalty? Using the 20/20 Skills executive assessment I have surveyed more than 10,000 hotel executives. What I found was that the dimension called “loyalty to company” was consistently the lowest of all 10 dimensions. What it told me is that the relationship between employer and employee is constantly full of tension. It also told me that companies like Marriott, Four Seasons and Wynn are doing something right that others are not.

So how can you create real loyalty?

  • Treat people with respect.
  • Be honest with employees.
  • Have a plan.
  • Always be training.
  • Give employees a purpose.
  • Give employees a career.
  • Ask for feedback.
  • Keep your word.
  • Hire for passion and smarts.
  • Cut people loose who don’t fit the culture.
  • Reward performance.
  • Work harder than your competition.