ST. LOUIS— According to Rick Garlick, director of strategic consulting for Maritz Hospitality Research Group, profitable growth is directly tied to guest loyalty. An element that is often lacking in the hotel industry but can be achieved through improved employee productivity, Garlick noted. “In addition to buying loyalty through frequent-stayer programs, businesses can effectively establish loyalty by providing distinctive, outstanding service,” he said. To establish superior service, Garlick recommends changing the mindset of employees at all levels throughout all segments. Employees must be informed and empowered to make this loyalty-driven strategy a success, he stated. “A key to success in the hospitality industry is being able to be flexible, adaptable, and responsive to individual guest needs. If employees have their hands tied, there will gaps in the delivery of the brand promise,” he said. Another tenet he suggests is accentuating the positive when it comes to strategic research techniques. “Much of hospitality research focuses on what went wrong, rather than what went right,” Garlick said. “[Hotels] typically focus on problem-resolution rather than on identifying best practices.” Maritz Research is a custom marketing research firm that provides large-scale, custom-designed studies.
