<B>Hotels Enhance Quality</B>
By Bruce Serlen
With a slew of new quality assurance initiatives announced recently at various major hotel companies, it is clear that enforcing standards across a chain's properties has become an issue more serious than simply maintaining consistent levels of quality--an area that always has been a key concern.
When Starwood Hotels & Resorts Worldwide begins rolling out its Six Sigma systemwide re-engineering this month, quality assurance will be a major part of the agenda. Sheraton, Westin, Four Points and Starwood's other brands, as well as at Howard Johnson International, Best Western International and Econo Lodge all have announced they are rolling out new quality assurance initiatives in an effort to distinguish themselves and gain market share.
Certainly, business travelers are more sophisticated, and discriminating, about hotel cleanliness and service than ever before, including those staying at economy or budget brands.
Then, too, the renewed focus on quality simply may be a matter of size. Given the rapid growth that many of these brands experienced in 1999 and 2000, both domestically and internationally, it's become harder for brands to monitor that the standards are being applied consistently. Similarly, as all sectors of the lodging industry have grown more competitive, brands increasingly are looking for ways to distinguish themselves from their rivals, quality standards included, as a way of building market share.
Complicating the situation is the fact that ownership of the actual hotels in a chain can be so varied today. With responsibility for carrying out quality standards frequently in the hands of owner/operators or franchisees, brands can be at a loss to ensure the standards are enforced rigorously.
For travel buyers, assuming quality standards are in place is a given. When buyers negotiate with a chain in return for preferred supplier status, they agree to drive volume to that chain and receive a negotiated rate. Traveler complaints about cleanliness and service undermine that effort. Following up with hotels to resolve traveler complaints also is time-consuming and a distraction for buyers. When quality issues are systemic and/or sufficiently serious, buyers are more likely to terminate their relationship with that vendor.
At Starwood, the launch of Six Sigma is intended to cap efforts that already have been underway. "We have spent $1 billion in our ongoing effort to bring consistency to our branded hotels around the world," said COO Robert Cotter. "It's time, and we're now ready to complement this effort with a global focus on the delivery of consistent and exemplary guest service. From the reservation and checkin process to room standards and cleanliness, it's our goal for every guest to have a flawless experience." The Six Sigma approach is intended to boost both customer service and financial returns.
Starting this month, Howard Johnson is distributing "Quality Cheques," intended to resolve guest complaints quickly and easily. They're distributed at the discretion of management, in lieu of a cash refund, and can be applied to the cost of lodging and written for any amount.
As at Starwood, the device is intended to build on an existing effort. "During the past two years, guest complaints have dropped because each property has taken responsibility for incorporating the necessary steps to make sure guests leave satisfied," said Mary Mahoney, president and CEO of Howard Johnson, which is a unit of Cendant Corp. "The Quality Cheques are another tool properties can use to ensure this happens."
As a membership association made up of independent hotels, Best Western has a special challenge when it comes to enforcing consistency. In January, the 4,100 hotels in the system signed off on a comprehensive quality assurance program for the first time. "As a result, adopting these 16 standards, which are known as 'Best Requests,' is a major step forward," said Si Sloman, vice president of operations. Fourteen of the 16 standards will be available worldwide, while all 16 will be required in North American properties.
A majority of the standards affect travelers' comfort and convenience. King- or queen-size beds, for example, now will be required in 10 percent or more of a hotel's guest rooms. Clocks and hair dryers will be required in all rooms, and complimentary toiletries now must be available on request. Three of the 16 standards pertain to telecommunications, which suggests how important this aspect of guest service has become to business travelers who need to communicate with their offices.
Meanwhile, Econo Lodge in January began re-certifying housekeepers at all its U.S. hotels in a quality assurance program the brand runs in conjunction with Procter & Gamble's Mr. Clean products. The program initially launched two years ago. "Cleanliness, along with safety and affordability, is a core standard of the brand, so we thought the time was right to reaffirm this by having testers go back out and ensure that standards are being enforced," said Tim Shuy, vice president of economy brands at Choice Hotels International, which includes Econo Lodge. Properties that don't measure up run the risk of being removed from the system. Shuy estimated that up to 10 percent of properties will meet this fate.