Welcome back! In this article I will reveal the sixth crucial element for running a successful hospitality business. It is the secret sauce that enhances the five I shared in my previous blog: PART 1: The 5 core components for consistent hospitality business success.
Here we go with a quick reminder:
Leadership
Impact
Audience
Offer, and
Content
This is pretty encompassing, so what is missing from the above list that impacts them all, reduces costs, and improve guest satisfaction?
It almost sounds too good to be true that one overriding element can do that, but it does exist.
The hidden secret to consistent hospitality business success is INTERNAL MARKETING.
It might not have a super sexy name, but this is powerful stuff. Conversations about marketing strategies tend to revolve around content that is designed to get people to notice your business, whether that be how to reach potential customers on social, how to get more operators to prioritise selling your offer, or how to beat the OTAs.
What is not as frequently discussed is the value of turning inwards and marketing your business to your own team.
Internal marketing is about treating employees as internal customers and is a crucial strategy for hotel owners to ensure the success and sustainability of their business. It involves effectively promoting and aligning the company's values, purpose, and culture among its own employees to enhance their understanding, motivation, and performance.
What is great about spending time developing an internal marketing strategy is that the results SERIOUSLY help you achieve the goals of your external marketing action.
Creating a strategy to consistently nurture your team leads to many positive benefits for your business. Let’s take a closer look:
1. Increased Employee Satisfaction
Nurtured employees are more satisfied with their work, leading to higher morale and motivation.
2. Improved Employee Retention
When staff members feel valued and supported, they are less likely to seek opportunities elsewhere.
3. Enhanced Productivity
Happy and engaged employees tend to be more productive and efficient in their roles.
4. Greater Employee Loyalty
Nurturing fosters loyalty, leading to a stronger, more stable workforce.
5. Reduced Absenteeism
Employees who feel cared for are less likely to take sick days or time off for personal reasons.
6. Enhanced Employee Well-being
Supporting your staff's physical and mental health contributes to overall well-being and reduces stress.
7. Better Team Collaboration
A nurtured team tends to collaborate more effectively, leading to improved teamwork and synergy.
8. Higher Creativity and Innovation
Happy employees are more likely to contribute fresh ideas and innovative solutions.
9. Professional Development
Nurturing includes opportunities for skill development, career growth, and learning.
10. Stronger Company Culture
Nurturing your staff helps create a positive company culture that attracts top talent.
11. Positive Reputation
A reputation for caring for employees can attract customers and partners who appreciate ethical and socially responsible practices.
12. Enhanced Customer Service
Happy employees provide better service, which can positively impact customer satisfaction.
13. Reduced Recruitment Costs
Higher retention rates mean less need for frequent recruitment, saving on hiring expenses.
14. Leadership Development
Nurturing can identify and develop future leaders within your organisation.
15. Improved Employee Engagement
Engaged employees are more committed to their work, leading to better results and customer satisfaction.
16. Boosted Employee Confidence
Nurturing can help build employee confidence, leading to more confident and competent staff.
17. Adaptability and Resilience
Nurtured employees are better equipped to handle change and adversity in the workplace.
18. Healthier Work-Life Balance
Encouraging a balance between work and personal life can lead to healthier, more satisfied employees.
19. Positive Word-of-Mouth
Happy employees often speak positively about their workplace, contributing to a positive employer brand.
20. Compliance and Ethics
Nurtured employees are more likely to adhere to ethical standards and legal requirements in the workplace.
That’s quite a comprehensive list, right?
In summary, doing this work means you sell more – effortlessly.
The increased positive reviews and recommendations that result from a more productive workforce lead to increased exposure and engagement on social, a higher number of repeat visits, and many more loyal customers.
Beating the OTAs and winning the Billboard Effect game (when someone finds you on an OTA but then Googles your name) is also easier when your online presence is boosted with more of these great reviews and increased number of recommendations.
Tour operators begin to sell your business more frequently when they hear – continually – how great the service is and how efficient the employees are at your property.
In addition, happy staff speak well of their employers and their place of work. The positive attitude about your business in your community (assuming that is where you staff live of course), means locals begin to hear your business name more, they strive to understand what you are doing right that results in stronger and more lucrative partnerships. Everyone wants to give great recommendations to friends, family, and their own customers, so by positioning yourself strongly where you live you can achieve this more easily.
It is clear that by nurturing your whole team, you not only benefit your employees but also create a more positive, productive, and successful work environment.
So, how do you go about doing this?
My new (free) Staff Motivation Strategies download details the top 10 critical actions you can take to kick start your internal marketing drive.
Whether you have a tiny year-round team, dozens of seasonal staff, or even if you already have great staff retention stats, you will find inspiration here. Even the smallest change can be the catalyst for major success. There is nothing to lose and a huge amount to gain from taking some time to develop a robust internal marketing strategy.
Oh, and one other thing… I am developing an interactive, online short course in upselling and cross-selling to maximise spend per customer. One will be designed specifically for front desk hotel staff and the other for and restaurant staff. Enter your email here if you would like to receive more information when the final versions are ready.