How to improve a hotel business?

5 Ways to Improve Your Hotel Business

The hospitality market has become very competitive, with increased costs and a heavier cost burden on guests. When a market becomes more competitive, the opportunities for improving business can become more challenging. This post will look at five areas hoteliers can focus on without increasing their cost base.

The areas we will cover are

• How to improve service quality in hotels.
• How do you build good teamwork in the hospitality industry?
• How do you retain employees in the hotel industry?
• How can hotels improve customer service
• How do you improve hotel performance?

In challenging times, the answer is not to hunker down and hope this moment will pass. It is time to invest in your people and ensure that your property stands out from the crowd for guests and prospective employees.

You may not have the budget for significant capex spending for the introduction of new technology. Still, with much smaller investments, you can improve the performance of your people and make a real difference quickly.

The basics of hospitality have not changed for the last 150 years, or so Geoffrey Gelardi, the original GM of the outstanding Lanesborough Hotel in London, told me when I interviewed him. He had diaries going back several generations of his family, who had all been part of this great industry.

New technology and systems have created new possibilities for guest interaction and experiences, but the fundamentals remain the same. Hospitality is a people industry, first and foremost. People taking care of people and providing them with the best experience possible.

The hospitality industry is one of the few with inbuilt ranking systems based on the quality of the product, service or experience they offer. A star rating of some form, such as the AA or Michelin ratings

Plenty of big businesses get credit ratings from Standard & Poor’s, Moody’s, or the Fitch Group, but for most hospitality businesses, these are irrelevant.

While hospitality rating systems are based on the quality of the property service and food, the underlying power of a top rating should be the people. That means delivering five-star customer service no matter what your star rating.

My dream hotels are three-star properties that are tucked away and deliver a fantastic five-star guest experience.

So, if you want to improve your hotel business and become more profitable, the quality of the service you deliver is the place to start. If you would like to find out more about how I can help you improve your hotel business, then book a free, no-obligation introduction call with me—click here to book.

How to improve service quality in hotels

Technology is great, but only if it helps people deliver a better experience to people – aka – the guest. 

When a guest asks you how to operate a fancy bit of new technology that you have installed to improve their experience, it means you have failed. What the guests are asking you is not, “How do I use this new thing?”, but they are saying, “Why have you imposed this useless bit of tech on me when you did the XYZ so much better before?”

If you have ever called a utility company to ask a simple question, then spent 30+ minutes stuck on hold, listening to some godawful music, and repeatedly being told that “your call is important to us,” then you know how technology might seem a good idea to accountants. Still, the customer, your guest, may beg to differ.

Hospitality starts with service, and service starts and ends with people.

The more technology you put between your people and guests, the less service you provide. That is because service is not just about the function; it is so much more about how you deliver the function to deepen the relationship with your guest.

I am not anti-technology in hospitality because it can enhance the guest experience but only if it is deployed effectively. If it improves your team’s ability to deepen their relationship with the guest, great – if it creates a barrier, then you must question what value it adds to your guest experience, even if it is a great labour-saving device for your staff.

One of the reasons hospitality is so challenging is that every touchpoint with the guest matters. You can train people to deliver set tasks, but it is the unexpected, unplanned touchpoints that often cause problems. It is all of those times when your team members have to think on their feet and deliver a great guest experience when the solution isn’t in the manual.

If you tried to write the manual that covered every possible eventuality, it would take you a lifetime to write it and another lifetime for your team to read it – so don’t even try. Instead, create conditions that inspire and engage your team in doing their very best every time the guest has a request or there is a problem that needs solving.

I have worked in several industries and consulted with many businesses. Still, hospitality is the most complex because you rely on people simultaneously doing two completely different types of behaviour. They have to be mechanistic in following systems and procedures, beautifully humanistic, and free to be innovative and creative.

Is that possible?

Yes, and the route to solving this conundrum is the people themselves.

To achieve this, you must put the following conditions in place:

• A clear statement of the outcome you want every team member to contribute to.
  • We will exceed our guest’s expectations every time they visit.
• A clear set of guidelines that lay out the conditions of satisfaction. This could include:
  • I will use all of my skills, talent, knowledge and passion to exceed guests’ expectations.
  • When I am doing my work, I am the main ingredient.
  • Consistently demonstrate the G.A.S. factor (Give A Shit)
  • Ask stupid questions rather than do something stupid.
• Permission for all team members to use their initiative and unique skills to provide the solutions to the above guidelines.

When team members know what the expected outcome and success look like and trust that you are happy for them to do it their way as long as it is in line with your vision for the business, you will be astounded at the solutions they deliver.

The natural state for team members is participating fully and making their best contribution. If that is not happening, then there will be obstacles that must be removed. The secret to building good teamwork in hospitality is consistent people development and removing obstacles.

If you would like to find out more about how I can help you improve the service quality at your hotel, restaurant, pub or cafe, then book a free, no-obligation introduction call with me—click here to book.

How do you build good teamwork in the hospitality industry?

When I ran my hotel, I trusted my team to do the right thing for the guest, the business and their fellow teammates. My job was to ensure they had the right tools and that all obstacles were removed.

When it comes to teamwork, there are four main obstacles;

Lack of knowledge.
Systems and procedures.
People, and
Culture.

The starting point is the hotel’s culture, and that comes from the top. As a leader in a hotel, you have to promote the values of teamwork, celebrate them, and create conditions where team members can shine. The culture in the organisation starts with your attitude towards the team, the language you use, how you communicate, the trust you have, and the effort you put into creating a safe and innovative space for the employees.

Then it is down to the people—if you have created the conditions for an inclusive, innovative culture to emerge, then you must hire people who will thrive in that culture. Not all employees will be contributors all the time, so you have to develop people continuously. When you have mavericks or toxic people, remove them quickly. You need to have a code, a social contract that all employees, including senior management, adhere to, and that must be continually reinforced.

Systems and procedures are important, but only if they enhance the guest experience or improve team members’ ability to enhance the guest experience. Identify processes that obstruct those two themes and change or remove them.

Your team members need to have the best knowledge and skills to perform their role in hospitality. Developing your people must be an ongoing process, not just an occasional course or online module you require employees to learn. Lorenzo Gianuzzi, the General Manager of Forte Village in Sardinia, who was responsible for 25-plus years of developing the property, applied this constantly.  He called it “Management by Walking”. 

He said that development was an every-moment activity, praising staff when they did something well and helping and encouraging them when things did not go to plan. It involved all levels of the organisation, and how it was delivered was the key to its success.

Don’t confuse this with micromanagement—it’s not that. It is building and maintaining relationships between team members to create conditions where everyone always does their best. His team members were encouraged to ask for guidance and support when something did not work, and there was no fear of reprimand. 

If you would like to learn more about how I can help you develop outstanding teamwork at your hotel, restaurant, pub or cafe, then book a free, no-obligation introduction call with me—click here to book.

How do you retain employees in the hotel industry?

The hospitality industry is notorious for high employee turnover, which can disrupt service continuity and increase training costs. Leaders often struggle with retaining talent, leading to constant recruitment and training efforts. The UK hospitality industry is particularly affected by high staff turnover, significantly higher than in many other sectors. This turnover leads to increased costs related to recruitment, training, and the loss of experienced staff.

Retaining good staff in the hospitality sector is critical, especially given the industry’s high turnover rates. Different businesses can focus on different elements that will improve retention, and these seven areas will deliver the best results.

Competitive Pay and Benefits
Most people think of pay and benefits first. The Caterer published its thoughts on compensations and bonuses to incentivise employees to stay in their jobs. Offering competitive wages and benefits can be a basic strategy for retaining staff because, given the often demanding nature of hospitality jobs, fair pay helps to reduce turnover.

Many companies introduce performance-based bonuses, tips, or incentive schemes to encourage employees to stay, and they can have some impact. However, these are transactional measures, and your competitors just have to up the ante, and staff will leave. This is not good for your business or the industry as a whole.

Training and Development Opportunities
The Institute of Hospitality would champion training programs that help staff feel valued and motivated. Employees who feel they are learning valuable skills are more likely to stay. Pairing less experienced staff with seasoned professionals for mentorship can improve skills and job satisfaction and create a sense of being part of something bigger.

Positive Work Environment
Nobody goes to work to be taken advantage of or to get stuck in a dull, dead-end role. Good leadership and a supportive management environment are very beneficial. Managers who communicate openly, show appreciation and genuinely care for their teams can significantly impact employee retention. Promoting a healthy work-life balance by managing shifts and offering flexible working hours can reduce burnout and reinforce the sense of being valued by the company you are working for. In a competitive hiring economy, demonstrating that your business is a good place to work and getting great reviews on Glassdoor and other employee review sites can go a long way to making your employees feel worthwhile.

Employee Recognition Programs
Organisations such as Hospitality Action promote formal awards and recognition programs, such as ‘Employee of the Month’ or annual awards, which can boost morale and foster a sense of loyalty. Regular, consistent, and constructive feedback helps employees feel engaged and recognized for their efforts. While these programs sound effective, they can cause negative impacts if not implemented effectively or consistently. It has less to do with the actual award and so much more with the culture surrounding the employees. 

A manager showing genuine appreciation to a team member for doing something that had a specific impact is much more powerful. Teaching managers how to deliver effective appreciation is a simple and low-cost solution that, when applied consistently, will deliver outstanding returns on the effort it takes.

Staff Well-being Initiatives

Offering mental health support and resources, such as access to counselling services, can help address the stress associated with hospitality jobs and is reccomended by UK Hospitality. Providing health and wellness programs that encourage physical and mental well-being through wellness programs, including gym memberships or health checks, can also help retain staff.

Launched in May 2019, The Burnt Chef Project was set up with the sole intention of eradicating the mental health stigma within hospitality where four out of five hospitality professionals report having experienced at least one mental health issue during their career.

The Burt Chef Project provides education, support, and resources to tackle mental health stigma and ensure the hospitality and leisure industry is healthier and more sustainable by focusing on people’s well-being first.

Clear Communication and Inclusion
Transparent communication that ensures that communication is clear and transparent across all levels of the organization builds trust and loyalty. It helps foster an inclusive workplace where diversity is valued, which can help employees feel more connected and committed to the company. However what needs to be communicated and how it is communicated is a skill set that is lacking in most leadership and management teams.

When people don’t know or understand, they make up the answers themselves, which leads to inconsistency and confusion. Leadership teams must get to grips with the fundamentals of communication, which are building relationships, speaking, and listening. Including this learning when developing future leaders is a vital component of people development, which in turn supports the emergence of inclusive and empathetic cultures.

Career Advancement
Providing clear pathways for promotion within the company can retain ambitious staff looking for long-term careers. By encouraging internal recruitment for higher positions before looking outside, employees are motivated to stay and grow with the company. This strategy is supported by People 1st International, UK Hospitality, and CIPD, and it applies to all industries. It is particularly important in hospitality because the culture of business forms such an important part of the guest/customer experience. It also make good business sense by reducing recruitment costs and increasing employee retention. Implementing them effectively can create a more stable and committed workforce, leading to better service and business outcomes.

Implementation is the challenge. Switching from the mindset of recruiting new talent into higher positions instead of growing the talent within requires direction from the leadership, training and education of management, and the provision of training pathways. Whilst this all sounds expensive, engaging with partners and arranging regular outplacement for training would be ideal.

Employee retention is a long game and one the industry desperately needs. Instead of seeing recruitment issues as a result of a talent shortage we need to start thinking it as a people development shortage. Creating partnerships with colleges, different hospitality businesses and training providers will over time create a hospitality industry where all employees have the opportunity to see this industry as a fulfilling and worthwhile career instead of a short term job opportunity.  It is up to the business owners to step up to the challenge and begin worthwhile collaboration.

If you would like to learn more about how I can help you retain your great team menbers at your hotel, restaurant, pub or cafe, then book a free, no-obligation introduction call with me—click here to book.

How can hotels improve customer service?

There are four key strategies that hospitality businesses, especially hotels, can adopt to improve their customer service:

People empowerment.
Personalising services.
Integrating new technology.
Continuous people development.

Empowering employees to make decisions independently without rigid protocols can significantly enhance guest satisfaction. Giving them the flexibility to resolve issues promptly and offer personalised gestures such as complimentary services or gifts helps create memorable experiences for guests​, and this strikes fear into most control-minded managers. The skill is creating the conditions that influence employee behaviour without suppressing their flare and talent. And the best way to achieve this is by engaging your team to produce the guidelines.

Training your team to understand and anticipate your guests’ preferences is crucial. Details like a guest’s favourite room temperature or dietary restrictions can help create a tailored experience where the guest or customer feels noticed and appreciated. Technology such as customer relationship management systems can track guest preferences, allowing staff to address needs before they are expressed. Allowing team members to record new guest information ensures the system is updated.

Integrating new technology can play an important role in improving the customer’s experience, but not when it takes away human interaction. Technology such as digital concierge services, mobile check-ins, and intelligent room features can enhance some customers’ experiences, especially those who are more tech-savvy, but at what cost to the guest experience? Technology can help streamline operations, allowing staff to focus more on personalised interactions​ as long as they are done thoughtfully, with the guest experience at the centre of the decision-making process.

Continuous staff training must be at the core of your people development strategy. Regular training and quality assurance are essential to ensure that staff can deliver high levels of service. This does not have to be arduous or long-winded. It can include soft skills training, teamwork, communication, and technical training to handle specific hotel operations efficiently. Creating the conditions where this development can be done on the job or outplacement days with a local training provider or college means it can be an effective and easily implemented strategy. Remember, hospitality is a people business, so avoid relying too heavily on online coursework, which is often boring and tedious.

Getting feedback from guests and conducting mystery visits or self-audits can highlight areas for improvement and spotlight superstar performers. This allows hotels to continually refine their service offerings, ensure they are meeting high standards​ , and appreciate team members who go the extra mile. Feedback is not always negative, and it is important to share the good stuff, too.

If you would like to learn more about how I can help you create outstanding customer service at your hotel, restaurant, pub or cafe, then book a free, no-obligation introduction call with me—click here to book.

How do you improve hotel performance?

In these challenging times, the hospitality industry—hotels, pubs, and restaurants—stands at a crossroads, ready for transformation. Like an expertly prepared meal, the success of any hospitality business depends on a delicate balance of ingredients. When one piece is missing or out of sync, the experience falters. Now is the time to reflect, reimagine, and rise to the occasion by adjusting the ingredients that make your business flourish. The opportunity for change is in your hands—it’s time to rewrite the recipe for success.

You must start with operational excellence to elevate guest satisfaction and financial performance. This means aligning every step in your process, from housekeeping schedules to energy management, using intelligent automation and real-time analytics. These tools must free up your staff to focus on what matters most—creating unforgettable guest experiences. By investing in technology that streamlines operations and tracks guest preferences without creating a barrier between the guest and your team, hotel leaders can anticipate needs, adjust strategies, and drive results that go beyond survival—they lead to thriving growth.

Engaged and empowered staff are at the heart of every great hospitality experience. They are your ambassadors, your storytellers, and the essence of your brand. By providing ongoing training that hones technical skills and soft skills like empathy and problem-solving, you unlock their potential to deliver exceptional service. Rewarding and recognising their efforts fosters loyalty, not just with your team but with your guests. 

Add a dash of innovation—personalised touches and even some technology such as mobile check-ins and AI-driven services—and create a dynamic, responsive environment where guests feel special and understood. Innovation is not just in technology but in how guests are treated, communicated with, involved and pampered. This is not just an upgrade—it’s the path forward to resilience and excellence in the hospitality industry.

You have to create the right conditions for the desired culture to emerge. That culture will be unique to your property or business, created from all of the ingredients that make up your hotel, restaurant, pub, or cafe. And the most potent ingredient of them all is your employees.  Hospitality is about people serving people, and through CultureWork you can create the right conditions for your business to thrive.

If you would like to learn more about how I can help you create the right conditions at your hotel, restaurant, pub or cafe, so that grow your business quickly, then book a free, no-obligation introduction call with me—click here to book.

My Mission for 2Be2Serve is a steadfast commitment to you, our hospitality leaders, managers, and employees, to:

• Educate hospitality leaders and facilitate the implementation of new working methods to help their businesses and employees thrive.
• Develop future leaders to embrace Clean Leadership and make hospitality one of the leading career paths.
• Facilitate strategic change, where leaders and managers focus on the four pillars that lead to growth, innovation, and performance: finance, ethics, strategy, and people.
• Create the conditions for a new culture of inclusivity, diversity, and equity to emerge supported through powerful language and communication.

At 2Be2Serve, my mission is to help businesses gain Clarity of purpose, Certainty in their systems and Confidence in their people. We assist our customers in building a rock-solid proposition that attracts customers and employees to their business instead of to their competitors.