Winning Strategies: Hospitality Lessons from Olympians
Every four years, the world is collectively captivated by the Olympic Games, where athletes showcase the pinnacle of human performance. Nations that may be divided politically unite in their support of individuals chosen to represent their country on this world stage. It truly is some of the greatest entertainment in the world.
Behind each Olympian is a story of countless hours of training, rigorous standards, and meticulous attention to detail. Olympians don’t just train hard; they train smart. They rely on data-driven insights, performance analytics, and regular inspections to hone their skills. Coaches and athletes dissect every movement, analyze performance metrics, and adjust their training regimens to ensure peak performance. This relentless pursuit of perfection sets Olympians apart from the rest and captivates the world.
But these athletes know one well-established rule: without data, you lose. They understand that what separates 1st and 8th place is often microseconds or fractions of a point. Their true competitive edge rests in the data they collect and the calculated adjustments they make.
"Athletes know one well-established rule: without data, you lose."
So, what stops us from being top performers in our areas of expertise? While the majority of us will never stand atop an Olympic podium holding gold, we can become masters of our craft. But to excel and improve, we need data. We need analytics. We need to be able to look back and review with a focus on improvement.
Performance Data in Hospitality
The challenge is performance data in the hospitality sector is almost non-existent. Much of the data we rely on is either statistically unreliable or so far out of date that making meaningful changes is impossible. Many guest survey scores result from less than 5% of guest participation. Formal audits can take months to receive, making it hard to make agile decisions.
So much of what makes a hotel successful is the ability of staff to deliver the intended experience, regardless of a property’s service level. Be it luxury or limited service, property managers and owners across the globe are vexed by one question: are we consistently delivering our best?
This is where standards come in. Standards is a broad term used throughout the industry to describe the expectations properties have given to them, or ones they set themselves, that define the level of service or quality for the operation. Standards define every aspect of how a property operates.
How a guest should be greeted, how often an attendant should check in on a guest, or how quickly food should be delivered to the table are all examples of questions standards define and give order to. But if we dig a little deeper, we find standards on even more granular levels. What temperature should the shower water be? At what temperature should my freezer or fridge be held? What are the requirements for holding guest data securely in my system? Standards reach every aspect of hotel operations and define how they are meant to perform.
Implementing Standards for Consistent Excellence
To answer the question, "Are you consistently delivering your best?" you first need to know what your standards are. What are the expectations? Second, you need to inform your team of these expectations. Third, you need to train your teams to meet these expectations. And finally, you need to analyze your actions to see where improvement is needed and where praise is merited.
As standards become the guiding beacon of a property, the ability to define, align, and refine them will directly impact its ability to deliver the intended experience consistently. Delivering consistently and within quality expectations has a larger impact than one might initially guess.
In a well-established 2007 study conducted at Cambridge University by Neely A., “Business Performance Measurement: Unifying Theory and Integrating Practice,” he articulates the impacts a well-performing team can have. In summary, some of those points include:
- Inconsistent Service Quality: By implementing rigorous service standards, hotels can ensure consistent quality across all interactions, leading to higher guest satisfaction and loyalty.
- Operational Inefficiencies: Standards management helps streamline operations, reducing waste and improving efficiency in areas such as housekeeping, front desk operations, and food and beverage services.
- Regulatory Compliance: Maintaining up-to-date standards helps hotels comply with local, national, and international regulations, avoiding legal issues and potential fines.
- Safety and Security: Rigorous standards ensure that safety protocols are followed, protecting both guests and staff from potential hazards and improving overall security.
- Employee Performance and Morale: Clear standards provide employees with a clear understanding of their roles and responsibilities, which can improve performance and boost morale by creating a structured and supportive work environment.
- Guest Complaints and Issues: Effective standards management helps in quickly identifying and addressing guest complaints, improving response times and resolution effectiveness, which enhances the guest experience and reduces negative reviews.
- Brand Reputation: Consistently high standards reinforce the hotel’s brand reputation, making it more likely that guests will return and recommend the hotel to others.
- Cost Management: Standardized procedures help control costs by optimizing resource use, reducing wastage, and ensuring that all financial practices align with the hotel's budgetary goals.
- Innovation and Improvement: By continuously monitoring and updating standards, hotels can innovate and improve their services, staying ahead of industry trends and maintaining a competitive edge.
- Customer Loyalty and Retention: High standards lead to better guest experiences, which can drive customer loyalty and retention, resulting in increased repeat business and long-term profitability.
As we look to the future and think about what will drive the industry forward and captivate the hearts and wallets of guests around the world, the clear answer is standards management. Standards are the bedrock on which all other metrics can be built and where improvement can best be measured. Without standards management, a property is as likely to improve its operation as I am to win a gold medal in the Olympics.
By drawing on the principles that guide Olympians—dedication, precision, and continuous improvement—the hospitality industry can elevate its game. It’s time to embrace standards management not just as a compliance requirement but as the strategic advantage that will help every property and brand truly deliver gold.
