If talent acquisition is the most important thing happening today, how do we put that into our business planning strategy for 2023? Do we need robots? Perhaps we do, especially for mundane tasks such as delivering basic items to guest rooms and vacuuming carpets.
But there are some basics we must put in place immediately such as improving connections between workers and supervisors, training supervisors who have been thrown into these positions by attrition, improving the quality of life of the employee and managing career progression with a more strategic workforce plan .
This is the time of year we must begin to develop our strategies for the coming year. I have always said that business plans must be clear, concise and simple and are most effective when done prior to completing a budget. Before we get to the writing of the business plan, I quote Jim Collins, author of “Good to Great” who wrote: “Get the right people on board in the right place before anything else.”
Now that we have the right people in place, it is critical to review macroeconomic data. Leisure demand will continue to be strong, corporate/business travel will improve as will group travel, and this will result in a strong 2023 despite inflation, a recession or stagflation. Follow these five steps to complete a baseline business plan:
- Review trend reports, which will indicate where your hotel is in its competitive set and what costs are incurred by every reservation. Hotel supply and demand, the competitive environment, action plans and expected results must be laid out. The action plan details who, what, when and all costs associated with each action. Keep it simple.
- Develop a budget that will streamline operations and create strategic opportunities for hotels. Since we just came out of a pandemic, use caution with assumptions.
- Coordinate multi-pronged marketing efforts by reviewing market intelligence and market pace reports carefully. Continuously create and deliver “can’t resist” content for websites and e-blasts. Post to social media at least two times per week to “tell the story.” Make certain to have a public relations plan in place, with or without an agency to assist.
- Implement a focused sales plan by reviewing competitor websites and all competitor social sites, including Instagram, Facebook and Twitter. Look at all previous business and examine key marketing reports. Strengthen community relationships and explore creative partnership opportunities and talk to guests because this leads to guest loyalty and provides timely insight on who is traveling.
- Review revenue management tactics by conducting rigorous benchmarking, preparing accurate projections and developing a responsive new business mix. Positioning properties in the right channels allows us to increase provide guests with authentic connections. Many revenue systems are now looking into attribute-based shopping, according to a recent study by the American Hotel & Lodging Association.
Mobile will keep influencing the industry, along with other technologies that hotel brands incorporate into guest offerings. Texting guests before, during and after visits is worth a try.
It’s no surprise that the future of the hospitality industry will be powered by digital technologies. When looking for productivity, we are using robotics, not to supply jobs but to make them more effective and efficient. Robots vacuuming hotel rooms and corridors allow housekeepers to avoid back injury and also stabilize room cleaning times.
Technology is also helping to keep everyone safe. As an example, we have a room-service robot that makes contactless deliveries right to a guest’s room. The use of mobile ordering technology can also help in converting traditional dine-in outlets to takeout and delivery outlets.
Robert A. Rauch
+1 858 239 1800
RA Rauch & Associates, Inc.