the business of exceptional hospitality se rvci e selling · the business of exceptional...

ServiceService

SPRING 2010 - March/April/Maywww.resort-recreation.com

ins ide : T iPs FOR PURCHAsinG LOnG-LAsTinG PLAYGROUnds 4

THE BUSINESS of EXCEPTIONAL HOSPITALITY

selling

Making a difference in your market

Revenue ManageMent: 7 Things To Do Now

stealing MaRket shaReEnergy Savings + Design Savvyat The New Yorker Hotel

Aquatics News, Laundry + Housekeeping,Floor Care and more

Cover_R+R_Spring10.indd 1 4/13/10 9:00:45 AM

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6 Market Briefs

Embassy Suites EarnsAward…What’s New inAquatics…Laundry,Housekeeping and Floor Care,Locks and Security, VacationOwnership…and news fromaround the industry

Resort LIFE

Energy Systems Earn Savings

Design Notebook

Savvy Designs Refresh a NewYork Landmark

Speaking of Spa

Malaysia’s Successful Spas

Advertiser Index + Marketing

Showcase Classifieds

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On The CoverMalaysia’s resort spa industry is thriving due to its uniquenatural environments and treatments and its dedication toexceptional service experiences. In this issue, we look atsome of the more successful Malaysian spas and learn someof Robert Greene’s thoughts on selling service gleaned fromhis experiences at The Balsams in New Hampshire.

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Playground Purchasing Guide

Don’t Overpay For What YouDon’t Need

Bending the Rules

The Balsams’ Robert GreeneShares Service Tips

Stealing Market Share In A

Sluggish Economy

Tom Dougherty: Don’t FearChange

Revenue Management

Seven Things RevenueManagers Should DoImmediately

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Embassy Suites Hotels was selected as the top brand in theBrand Keys Customer Loyalty Engagement Index study for theupscale hotel category in 2009. The upscale all-suites brandtopped competitors in the category, confirming Embassy Suites’ability to engage and create loyal customers.

“This validates our belief that Embassy Suites has the mostloyal customers among its competitors,” says Jim Holthouser,Global Head of Embassy Suites Hotels and Full Service Brands,Hilton Worldwide. “Our team members across our 206 hotelscontinue to make a difference in the lives of our guests.”

The Embassy Suites Albuquerque (N.M.) personifies thiscommitment to guest service. For travelers requiring businessservices to stay in touch with their office and clients, the busi-ness-friendly staff can provide such staples as Express Mail, Fax,Notary Public, Secretarial and Video Conferencing Services.

EDITORIAL DIRECTOR & PUBLISHERRonald S. Anger(616) 891-5747

[email protected]

EDITORAngela M. Anger

[email protected]

CONTRIBUTORSRobert Greene Del Williams

Tom Dougherty Klaus Kohlmayr

EDITORIAL ADVISORSJeff Coy Bill Haralson

Randy Wilda Amy Enser, AFAALisa Linden

EDITORIAL INTERNAmanda Anger, Cornell University

ART DIRECTORKatrina Murray

GRAPHIC DESIGNRobert Richardson

ADVERTISINGRonald S. Anger(616) 891-5747

[email protected]

CLASSIFIEDSCarol Danhof

[email protected]

CIRCULATIONAlexander Beal

[email protected]

POSTMASTER: Send address changes toRESORT AND RECREATION, PO BOX 378,

CALEDONIA, MI 49316-0378

Subscriptions: One year (6 isssues) $49.95 in the U.S.; $59.95US via Airmail to all other destinations. Digital Versionsserved free of charge.

BACK ISSUES available for $12.95 each (includes ground ship-ping). The annual Sourcebook and Buyer’s Guide issue is availablefor $35.00 in the U.S.; $50.00 via airmail to all other destinations.

Send check or money order payable in U.S. Funds to RESORTAND RECREATION.

No material in this publication may be reproduced in anyfashion without the express written consent of TandemPublishing Co. While every reasonable precaution is taken toensure the accuracy of the information contained herein, nei-ther Tandem Publishing Co. nor its authors assume anyresponsibility or obligation resulting from the use of materialor information contained herein.

Copyright 2010 Tandem Publishing Co.

www.resort-recreation.com

THE BUSINESS of EXCEPTIONAL HOSPITALITY

EMBASSY SUITES Awarded Top Spot inUpscale Category

TANDEM PUBLISHING9820 Ravine Ridge Dr. SE, Caledonia, MI 49316

Ph. 616-891-5747 / Fax 616-891-5669

RESORT AND RECREATION (USPS# 022-619) is published sixtimes per year by Tandem Publishing Co. Periodicals PostagePaid at Caledonia, MI and at additional mailing offices.

Home AwayFrom Home

S P R I N G 2 0 1 0 - M a r c h / A p r i l / M a y R E S O RT A N D R E C R E AT I O N | 7

For the best in home-away-from-home comfort, however,Embassy Suites Albuquerque’s complimentary breakfast buffetand beverage service is second to none. Adding in organizedchildren’s activities, onsite spa and fitness centers, and a com-

LettersDear Editor,

According to a recent article from Reuters, a mistake in aVenice hotel booking system resulted in an offer of a roman-tic four-star weekend in Italy for 1 cent. In just a few hours,some 1,400 nights had been booked at that rate, costing anestimated loss of 90,000 euros ($124,500U.S. equivalent) forthe hotel.

This is but one example of how human errors can have amajor impact on revenue. With the employment of a chan-nel management system the revenue manager would havebeen able to ensure all rates were accurate across all channelsbefore making the relevant updates. Systems like those avail-able from Rate Tiger allow hotels to set a minimum rate perhotel room to ensure typing errors are detected.

As the online market place evolves, hoteliers are strug-gling to keep up, remain agile and control rates. This humanerror has occurred many times before, and without utilizingtechnology to simplify inventory and rate distribution it isvery likely to occur more frequently across the world as thenumber of distribution channels increase. Hoteliers reallyneed to think sensibly during these times to ensure revenuesare optimized.

Yours sincerely,Sascha Hausmann, COO

RateTiger

prehensive guest activity and recreation concierge makesEmbassy Suites the urban destination of choice in Albuquerque.With spacious two-room suites, engaging team members and aninviting atrium environment, guests are allowed to put their feetup and feel right at home.

—Ron Anger

An expanded menu hot breakfast buffet and residential quality room accomodations make

Albuquerque's Embassy Suites property the next closest thing to

home away from home.


Water Play Solutions for Parks & RecreationWhen drought-affected Southern

California’s San Diego CountyDepartment of Parks & Recreation(DPR) envisioned a nautical-themedinteractive spray park for its diversecommunities, water conservation,

water safety, and play value wereexpected to be key parts of its design.Now complete, its admission-free recir-culating aquatic playground at HiltonHead Park saves over 500,000 gallonsof potable water annually.

“The goal was to build a facility thatwould be a model for water conserva-tion, energy efficiency, fun and safety,”says Brad Roberts, lead project managerfor San Diego County DPR’s HiltonHead Park, phase 2, improvement proj-ect.

Waterplay Solutions Corp. was inte-gral in the construction process, fromdesign through construction. The com-pany added the necessary water featuresto make the aquatic playground’s nauti-cal theme come alive. Ground sprayswere placed directly over the blowholes


WhiteWater pioneers translucent waterslide technology

glass lets in more light and creates beauti-ful prismatic effects, while also putting ona great show for both people waiting inline and spectators. Watching someonesliding through the AquaLoop™ – theworld’s first looping water slide – buildstremendous anticipation and excite-ment.”

The see-through fiberglass technologyis the result of more than 10 years of in-house research and development, and isnow available in blue, red, green, darkgreen, orange and yellow.

WhiteWater West Industries Ltd.,the global leader in waterpark design,engineering and manufacturing, todayannounced the expansion of its line ofpatent-pending SilkTek™ translucentfiberglass components found on itsAquaTube and Poolsider waterslides.WhiteWater is the only global manu-facturer to offer its customers thisexclusive technology, which combinesthe unique benefits of enhanced visualimpact and a more entertaining specta-tor experience.

Available in an array of colors, thetranslucent components elevate the visu-al appeal of waterslides, while maintain-ing the highest level of safety or durabili-ty. “Before translucent technology,enclosed waterslides were dark, almostindustrial looking” says WhiteWater WestCEO Geoff Chutter. “See-through fiber-

of a killer whale and dolphins, a circu-lar spray was added to mimic the armsof an octopus, and a water cannon wasadded to protect the buried treasure onPirate’s Cove Island.

Control of the water features was putinto the children’s hands via an activa-tor at the aquatic playground. Thewater features run in a 7-minute

sequence when someone touches theactivator. This means the aquatic play-ground only operates when childrenactually play in the spray park, ratherthan running continuously during pub-lished hours.

The result is less water evaporation,power usage and unused water drainage.

—Del Williams


laundry+housekeeping

floor care

One-step wash, recover, & recycle of contaminated wastewater

Eco-Friendly Laundry Products

Innovative Tips for Floor Care

The HydroRecyClean power wash sys-tem by ECO Cleaning Systems recoverswastewater, filtering it on site for reuse,and converts recovered contaminantsinto non-leachable materials that canoften be disposed of in general landfills.ECO Cleaning Systems Owner SharlynTrantham says the innovative closed-loopsystem is a hassle-free solution to CleanWater Act compliance. The FederalClean Water Act prohibits contaminatedsurface cleaning wastewater from enteringsewage and storm drains.

The HyrdoRecyClean system recoversup to 10 gallons a minute through a pro-prietary filtration process, cleaningrecovered wastewater down to onemicron. Contaminants extracted fromthe water stream include hydrocarbons,oils, grease, cleaning chemicals, asbestos,

and heavy metals such as those found inlead paint chips.

"The HydroRecyClean filtrationprocess is the only surface cleaning sys-tem available today that offers opera-tors the ability to safely dispose of mostof their recovered contaminants with-

out paying HAZMat disposal fees," saysECO Cleaning Systems Founder andPresident Brent Kaiser. "The system isthe only one to provide filtered waterfor reuse on site, easing water resourceconcerns, especially for operators indrought prone areas."

EnviroEdge laundry products from Zep Inc. now offer a greener way to getlaundry clean, with earth-friendly products formulated for superior cleaningusing biodegradable ingredients that reduce environmental impact.

EnviroEdge Laundry Products use biodegradable surfactants and contain noharmful ingredients to contaminate groundwater, nor do they contain anyvolatile organic compounds (VOCs), chlorine bleach, phosphates, APE/NPEsurfactants, or EDTA. In addition to being a better solution for the environ-ment, EnviroEdge Laundry Products provide excellent cleaning performance.For more information visit www.zep.com

Innovative Carpets recommendationsfor the acquisition of a well-designed arearug or carpet include:

• For high-traffic areas, keep carpet pat-terns as dense as possible and limit the useof light colors as accents or embellishmentsto complement the design

• In a modern or minimalist designinterior, use a variation of monochromaticcolors to help deflect the effects of trafficand soiling; a solid carpet will show thesigns of age long before a multi-colored orpatterned carpet or rug

• Specify the appropriate quality orounce weight for your flooring – no need tobuy more or less than what your environ-ment requires

Proper maintenance of your well-

designed area rug or carpetincludes:

• Hire an experienced car-pet installer and avoid finish-ing construction on top ofyour new carpet investment!

• Implement a cleaningregimen that incorporates atrained staff that knows howto care for your flooringinvestment

• Vacuum often using asuction-based system – nobeater-bars, which deface thepile surface and unnecessarily snag cornersand loop pile construction rugs

Your carpet is the foundation of yourspace. Design it with timeless style and

purpose. Institute a policy for care andmaintenance as if it were in your own resi-dence and your rug or carpet will serve yourproperty for many years to come.

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locks +security

Global electronic hospitality lock sup-plier Kaba Ilco Inc. has received FloridaBuilding Code approval for its completerange of electronic hotel locks, including:Generation E-760, 770, Solitaire 710-II,

790 contactless electronic lock and theOracode 660 PIN-based lock which isdesigned for the vacation rental market.

Kaba Ilco Inc. received approval in theexterior doors category from the Florida

Department of Community Affairs withthe following approval number FL13061.Effective immediately, the Florida BuildingCode Product Approval notice is availableonline www.floridabuilding.org.

ILCO Electronic Locks Gain Florida Approval

Zephyr’s RFID Locks for Clubs & Spas

Scotland’s Turnberry Resort Adds SENTINEL II

Zephyr Lock’s new cost-effective RFIDelectronic lock system provides a full rangeof features to enhance locker locks to anew level of security, functionality andstyle. These systems offer nearly unlimitedprogrammability and system flexibility, donot require hardwiring, and can beinstalled or retrofitted on most lockers orcabinets. Locks are accessed by a user witha self-selected four-digit code or RFID usercard, and have the ability to capture userinformation by way of an audit trail.

The lightweight, rugged designincorporates the highest security RFIDprotocol, a patent pending locker con-trol system designed to extend batterylife, and meets the demands of everydayusers as well as ADA access guidelines.www.zephyrlock.com

VingCard Elsafe, hospitality securityprovider and part of the ASSA ABLOYGroup, recently completed the installa-tion of its SENTINEL II by Elsafe in-

room safes at the Turnberry Resort inTurnberry, Scotland. The property, an800 acre resort nestled on the Ayrshirecoast, features the Ailsa course, which

is currently the number 1 course in theUK & Ireland in Britain and has hostedfour Open Championships since itsopening in 1901.

Turnberry Resort’s SENTINEL IIUL-listed safes employ the latest lock-ing technology, including anti-tamperlabyrinths and solid-steel hinges tomake it one of the most secure in-roomsafes in the world. With its industry-leading audit trail, spring-loaded doorand Flash-RAM memory, the safe isperfect for protecting guests’ valuables,and the attractive, adaptable designmakes it perfect for blending into anyhotel environment.


vacation ownership briefsmarket

Shell Management Hawaii, Inc. Earns Award

Shell Management Hawaii, Inc. wasrecently named by Hawaii BusinessMagazine as one of the 2010 Best Placesto Work in Hawaii. Five vacation owner-ship resorts on the Hawaiian Islands weredeveloped by Shell Vacations LLC aspart of the Shell Vacations Club, includ-ing the Holua Resort at Mauna LoaVillage; Kona Coast Resort and PanioloGreens on the Big Island; the KauaiCoast Resort at the Beachboy in Kauai;and the Waikiki Marina Resort at theIlikai in Honolulu.

Supported by more than 1,100 hospi-tality professionals and consistently ratedin the nation’s Top 50 Managementcompanies, Shell Vacations Hospitalityis the management division for ShellVacations and handles all resort man-agement responsibilities. The c o m -pany specializes in the sales, marketing,and hospitality management of its vaca-tions ownership resorts with 23 resorts inthe U.S., Mexico and Canada and 1,700employees serving over 125,000 ownersand members.

The American Resort DevelopmentAssociation (ARDA) recognized topindustry leaders at the 2010Convention & Exposition, held in LasVegas. Among those recognized forachievement were:

Gold Key Resorts (ACE CommunityService Award), for its work unitingover 10,000 participants in the ALSWalk and the ground-breaking of whathas now become JT’s Grommet IslandPark, a beachfront park that enablespeople with ALS to come and enjoy thecoastline.

Yvonne Chang (ACE Women ontheir Way Award), for her developmentin system solutions, opening the firsttimeshare sales center in a retail mall,and her inspiring dedication to her fel-low colleagues of the Disney VacationClub.

RCI (ACE Philanthropic Award),for its outstanding philanthropic efforton behalf of Christel HouseInternational.

Concord Servicing Corporation(ACE Innovator Award) for its newproduct, Console workflow decisionengine software which accelerates the

process of organizing collection obliga-tion cases and decides how best themanage them.

Adriene Edwards of the Welk ResortSan Diego property (ACE Employee ofthe Year Award), for her commitment,loyalty and superior performance.

Disney Vacation Club (ACE

Employer of the Year Award), for itsexceptional commitment to its employ-ees, as demonstrated by its substantialpackage of benefits for health and med-ical support, its Center for Living Wellwellness program, and its commitmentto employees who were affected by theearthquake in Haiti.

ARDA Awards

Stewart Vacation Ownership

Opens Default Solutions

And Custodial Division

Stewart Vacation Ownership, an escrow facilitator providing services to thevacation ownership industry, has created a new division to specialize in DefaultSolutions and Custodial Services.

“The division enhances the company's national ability to meet the currentvacation ownership industry demand to provide a one-stop solution to developersand management companies for Foreclosure, Deed-in-lieu, Title Transfers, andDefault Solutions," says Leon Basye, President of Stewart Vacation Ownership.

PlaygroundPurchasing

GuideDurable equipment

is the most importantfactor to considerwhen designing and planning a playground, whether it’s for abackyard or a small club or for a theme or municipal park.Lesser quality slides, swing sets and other amenities tempt withlower costs, but don’t risk the safety of your guests and poten-tial mechanical breakdowns that are all too common.

Here are some recommendations for properly designed play-ground structures that will last and prove to be a wise long-terminvestment:

Resort Residential: Small wooden structures or small struc-tures made entirely of plasticClubs: 3.5-inch extruded steel posts, lighter gauge side pan-els, or more substantial wooden structures

Medium Use - Small Resort or Municipal: Smaller size play


units using 5-inch extruded steel posts, or more substantialsized play units using 3.5-inch extruded steel postsHeavy Resort or Park Use – Featured Play Areas: 5-inchextruded steel post, or 5-inch pipe, heavier gauge side panels.

Theme parks, large timeshare resorts and municipalitiesshould consider structures that have some kind of defenseagainst wear-and-tear and vandalism. Header boards and han-dles are key indicators of a structure’s durability and overallquality. Cheaper, less resilient models often will have handlesthat can be easily removed with a Phillips screwdriver or sock-et wrench. Flimsy header boards that can be kicked out easilyare another tell-tale sign to take into account.

Tamper-resistant components and hardware undoubtedlyyield longer equipment life. Plastic components need to bethick enough and positioned in such a way as to resist vandal-ism, the elements and warping. Steel pipes need to be thickenough and have enough paint layers to withstand weatheringand normal, but steady, wear and tear.


Well-made equipment of proper use grade

is essential to making a

wise purchase

Wear and tear occurs by the amount of children playing onthe unit, which is most directly indicated by visible wearing ofpainted areas. Moving pieces, plastic games, pretty much allcomponents continually withstand hundreds of children wear-ing them down.

For larger, more heavily used playgrounds, consider thearea’s demographics. If a particular park is frequented by lots ofteenagers, for example, extra-sturdy equipment becomes espe-cially necessary.

Playground structures are intended for use by smaller-sizedchildren rather than taller and heavier teens, who generallyshould not be on the equipment. If your playground is frequent-ed by teenagers, however, extra-sturdy equipment is especiallynecessary; the likelihood of vandalism will also increase. Whenpurchasing equipment, always bear in mind the facility’s demo-graphics, and its observable history of playground use, to fullyaccount for the kind of heavy use or possible damage that mayoccur.

Weather must also be considered. If the play unit is locatedon the beach or on sand, nature’s favorite abrasive element willwear surfaces and affect hardware. Heavy rainfall or snow, ofcourse, deems rust protection.

Here’s a few quick-reference tips geared toward municipalplaygrounds that will help resist vandalism, damage or warpingfrom weather elements and heavy use:

• Tamper resistant screws• Thicker gauge metal and plastic pieces• Increased number of paint coats on equipment• Secure placement of steel posts to ensure stable plat-

forms, panels, stairs and slides• Fencing and lighting, and closing the park after dark• Adequate supervision +

PLAY EQUIPMENT SUPPLIERS:Prime Play by WhiteWater

1418 Cliveden AvenueDelta BC V3M 6L9 CANADAContact: Nathan JonesPh: (604) 526-7529Email Address: [email protected]: www.primeplay.com

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bendingthe RULeS

extent, rules may be altered for the benefit of exceeding guests’ expectations and earning their future business. While some situations involving guest safety and property liability cannot be altered, they can be diffused with a little preparation.

The “no glass containers allowed at the pool” rule is fairly commonplace in our industry, as are the attempts by guests to circumvent it. After all, one of the most common rationalizations of hospitality guests is that they are spending money at the property, so they expect their desires to come first. However, the “no glass containers” rule is a virtual “no-brainer” and is easily defended. I have found that, in practicing exceptional hospitality, however, being right is not always sufficient. In this case, avoid a confrontation with the beer-bottle-toting guest, and earn their respect at the same time, by having plastic cups on hand to proactively solve this potential problem on the spot.

Clothing policies are another set of rules that can be problematic, and guests may become easily embarassed if not handled with care. I have seen very few club or resort websites noting on-property dress codes; do your best to inform guests of attire policies before they leave home. Of course, you should also have extra loaner jackets and ties on hand as a backup plan.

Rules that can be altered most often are effort related. For example, though your tennis center is regularly scheduled to open at 8:00 a.m.,

By Robert Greene

Altering “Policy” can be integral to exceeding guest expectations

It is easy, and somewhat convenient for managers, to advise staff members to use common sense when applying property rules and policies. However, remembering

that we are here to serve our guests’ needs, and not our own, can be difficult amid the strains of a hectic day. As a manager, taking an active role in resolving unorthodox situations offers opportunities to model for staff members when, and to what

Flexibility of operating hours to accom-modate guests’ busy schedules can be a “win” for your property, and may indicate a need to alter opening and closing times going forward.

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bendingopen the courts early whenever staff is available to do so. Vacationers are seldom attuned to schedules of every on-site amenity, so you never know when a guest will show up to play at 7:00 a.m. simply because it is convenient for their schedule. If they are able to get their tennis match in early, perhaps they’ll fit in more activities and spend more money on property that day. Empower your employees with the flexibility to make a guest’s stay special.

A truly experienced cutomer-care specialist will find ways to make guests feel they are receiving preferential treatment in situations such as this. An example would be, “Our policy is that we close the pool at six, but we would be happy to remain open an extra half-hour for you, Mrs. Callahan.”

When you can’t bend the rules, try to find an alternative offering to assuage the guest. For instance, if a guest is late for dinner and the kitchen has run out of a popular menu item, the wait staff will not by any means be able to say yes to that menu choice. However, focus on the positive in such a situation and offer a complimentary serving of wine, perhaps paired with another outstanding dish. In addition, offer a future solution, if

possible, such as letting the guest know he or she may call ahead next time and reserve a specific entrée.

Lastly, regardless of the outcome of the situation, your property will almost definitely score major points in these situations by having the staff member contact a designated employee right away to deliver a complimentary room-drop gift (such as a card with a fruit basket, gift shop memento or small bottle of wine) that will be discovered by the guest upon return to the room. If the outcome of the problem situation was negative, this will show you care

and may assuage hurt feelings; if the outcome was positive, it will be all the more memorable for the guest.

About The Author:Robert Greene, USPTA, holds a degree in psychology from the University of Rochester and has served as the Director of Tennis at The Balsams Grand Resort Hotel in New Hampshire since 1991. As Chairman of USTA Olympic Tennis, Robert took the United States team to Beijing in August 2008 where the team won two gold and two bronze medals.

Viewed as an investment, serving a complimentary beverage or dessert can be a good first step in repairing a disappointing dining experience, earning a return visit, and offering an additional opportunity to repair your guest’s opinion of your establishment.

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oday’s destination travel and tourismbusiness is currently, for many, a bear

market. As is the case in investment trad-ing during a bear market, an entire index ofstocks is in decline, but a few select stockswill grow. While competitors scramble fora shrinking pool of tourism and recreationdollars, determining how to position yourbusiness as one of the chosen few is thesecret.

Winning in this highly competitiveenvironment often means forsaking thosestrategies that brought you success in thepast. They may well be the messaging thatspells disaster now because your competi-tive set grows in a downturn. For example,a spa today may very well be competingwith a weekend resort for available dispos-able income. A weekend resort might becompeting with a night on the town.

If you simply market the benefits of aspa, you’re not creating preference foryourself. Rather, you’re attempting to cre-ate preference for the spa category at large,which may only slightly help your ownbusiness. Winning means doing somethingelse.

Today’s hospitality marketers mustunderstand that travelers have changed.They are driven by “right” rather than“best.” With “best” comes risk, and maynot be believable anyway because mostdestinations claim to be best. How well youunderstand the difference between theemotional fabric of “right” and “best” willdetermine where your destination falls onthe grid of success and failure.

It is important to keep in mind thatevery decision being made by the potentialguest today is not being made in dollarsand cents. Cost is not the final arbiter —value is. Be aware of that before you decideto fight back with discounts, price reduc-tions and specials. Travelers are looking toget their money’s worth (what makes itmore “right”) not what is the cheapest.

You will not fill rooms, tee times andmassage tables with the same lead messagesand offers as those of your competition.Begin to emotionally differentiate yourbusiness from the expanding competitiveset. Eliminate the table stakes you havebeen touting for years as your lead message.A spa cannot be the preferred choicebecause it is relaxing, spiritual and calm-ing; that is the definition of a spa, it is notthe vehicle for preference. The questionyou must ask yourself is, “Why would targetaudiences seek relaxation, spirituality andcalm?” Honesty and a cold calculatingview toward your business model arerequired in today’s market.

Remember, promoting an enumeratedlist of your amenities does not make for areason to choose your destination. Realexperience, in a tough market, is foundwhen prospective guests feel incompletewhen they don’t choose you, because youhave described who they are when theychoose you. They must covet what youpromise because the emotional self-description in your brand is what theyaspire to be. Explain in context how yourpromise of who they believe they are is ful-

ABOUT THE AUTHOR:Tom Dougherty isthe President andCEO of StealingShare, Inc., and a former brandstrategist for theSaatchi & Saatchiagency in London.

His blog can be found athttp://blogs.stealingshare.com

filled by the amenities that you used to listas your differentiators. Now, the self-description of your customer is the differ-entiator. You’ve answered the questionwhy you offer the things you do, which ismore emotional than simply listing them.Now, your brand has become about thecustomer.

To execute this sort of persuasive brandmessage requires an investment. If you areto reflect your customers’ aspirations, fears,motivations and highest emotional sensi-tivities, then you must know what theseelements are. You must be willing to slayany sacred cow that stands in your way toredefine your business (and brand) so thatit is about the customer and not about you.

The good news is that by doing this in amethodical way, you will be one of theselect few that win when others lose.Better yet, when the economy turnsaround, you will be propelled to greaterheights than your competition. A greatbear market stock has its act together. In abull market, it is a juggernaut. +

Stealing Market Share

In A Sluggish EconomyBy Tom Dougherty

T

Marketing-Spring2010.qxd 04/13/10 12:19 AM


During these times of sustained economicuncertainty, it is sometimes difficult forhoteliers and revenue managers to be cer-tain of what moves to make next. Here areseven tips to effectively and profitably oper-ate through unpredictable periods.

11 Think strategically and struc-

turally

Set out a long term strategythat includes arange of best- to worst-case scenarios andthe appropriate activities for each. Do notmake any rash decisions that might not bein the best long-term interest of yourproperty or that will take a long time toreverse. Remember, you are not only plan-ning for a market downturn, but also arecovery and rebound as well.

22 Provide guidance to your sales

team

Work closely with your sales team to helpthem understand existing opportunities toattract incremental business. Thoroughlyanalyze and understand which industrieswill be the least affected. Assist sales inassembling a concise account plan thatidentifies which segments to target forwhich time periods and at what price toensure sales activities are focused and tar-geted.

33 Manage your high volume

accounts

Ensure that you fully understand what ishappening to your biggest accounts. If vol-ume is dropping, is it due to the accountmoving business to your competitors, ordue to overall lower demand in the mar-ket? Will business turn away if you don’tlower rates? Determine if it is more appro-priate to offer rate reductions (for very spe-cific time periods) or “value adds.”

44 Maintain consistent pricing

Although the temptation will be to loweryour rates, carefully evaluate whether areduction in rates will produce enoughincremental room nights to increase yourRevPAR. Cornell University research con-ducted by Cathy A. Enz Ph.D. and LindaCanina Ph.D. (http://www.hotelschool.cor-

Things a RevenueManager Should DoImmediately

nell.edu/research/chr/pubs/reports/abstract-14684.html and http://www.hotelschool.cor-nell.edu/research/ chr/pubs/reports/abstract-13848.html ) has shown that, generally,hotels that discount do not achieve a higherRevPar. Ask yourself the following questionsbefore making any rate decisions:• What segments will I target?• What channels am I trying to affect?• For what timeframe will I reduce my

rates?• How will I be able to easily switch the

lower rate on and off? (e.g., offer time-bound, fenced promotions rather thanan across-the-board reduction)

• Will competitors follow, resulting in thesame price positioning after the reduc-tion?

• How does this affect other agreements Ihave in place? (Wholesale, Groups,Corporate, etc.)

• How much incremental volume do Ineed to increase my RevPAR?

• What are my other options? (e.g., Can Isell on value instead? Can I package ratesto mask/make them opaque to potential-customers?)

55 Research competitor pricing

movements carefully

Ensure that you fully understand competi-tor pricing movements before takingaction. For example, a competitor offeringa 20% discount may have tightly fencedthe promotion (i.e., through advance pur-chase, pre-booking or length of stayrequirements) to target a particular seg-

ABOUT THE AUTHOR:Klaus Kohlmayr is Senior Director,IDeaS Advantage Consulting, atIDeaS Revenue Optimization.

ment. Therefore, an across-the-board ratecut will not be the optimal response.

66 Forge closer relationships with

your Distribution Channel

Partners

Solidify your relationships with your third-party distribution partners. Offer increasedroom inventory only in return for preferredplacement or similar marketing activitieswhich will help drive volume. Ensure youmaintain control over your inventory byavoiding fixed allotments and pricing con-ditions. Closely monitor the performanceof channels, and follow up and communi-cate more frequently with the more stablechannels to understand any opportunitiesavailable to you. Consider working withdistribution partners that allow you to keepyour rate integrity (e.g., throughpriceline.com or by packaging special offersto mask your actual prices).

77 Sell on value

Ensure that pricing does not become theoverriding factor for your decision makingprocess, as this increases the risk of com-moditization. Instead, maximize all oppor-tunities to sell on valueby highlighting thebrand, service and value-add opportunitiesyou have at your disposal.

7By Klaus Kohlmayr

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s a result of recent renovations, the historic New YorkerHotel in the heart of New York City decreased its use of

energy for heating and air conditioning between 30%and 40%, effectively reducing the hotel’s carbon foot-

print. In addition, the new HVAC system exceedsASHRAE Standard 90.1, an internationally-recognized energy conser-vation standard related to HVAC systems (ASHRAE is the AmericanSociety of Heating, Refrigerating and Air-Conditioning Engineers).

The $70 million renovation of The New Yorker Hotel – still one ofthe largest art deco structures in New York City – included the installa-tion of a new state-of-the-art, four-pipe HVAC system to allow individ-ual control of heating and cooling by guests throughout the year.

“We’re pleased that our renovations have a positive impact on theenvironment,” says general manager Sylvia Lima. “The added benefit isthat our many environmentally-friendly attributes save us money and wecan pass these savings on to our guests.”

“The New Yorker Hotel’s age and size might lead one to believe thatwe are behind the times environmentally, but that couldn’t be furtherfrom the truth,” notes Joe Kinney, the hotel’s chief engineer. “Ourmasonry façade is naturally very energy efficient. Its R (insulation) valueis quite high, equivalent to about nine inches of fiberglass insulation, andit provides an ancient form of climate control by absorbing heat duringthe daytime and radiating it into the building at night.”

In addition to its naturally environmentally-friendly masonry, TheNew Yorker Hotel has engineered itself to be ‘green,’ down to the most

basic elements. Ten years ago, The New Yorker Hotel became oneof the first buildings in New York City to implement co-generationtechnology. This means that the hotel generates in-house as muchas 40% of the electrical power it consumes, and the waste heatfrom its generators is used to produce the hotel’s hot water.

On a smaller, but very significant scale, the hotel has virtuallyeliminated incandescent lighting, allowing it to use about one-halfof the kWh (kilowatt hour) per square foot of energy that is typi-cally expected for a building of its size, even during the days whenit utilized window air conditioning units. The hotel recycles all ofits fluorescent bulbs and also takes great care to dispose of itskitchen grease properly.

“We’re using energy more efficiently,” says Lima, “while meet-ing and exceeding environmental guidelines, and we’re savingmoney.”

This winning combination makes The New Yorker’s footprintsworth following.

Resort LIFE | By Amanda Anger

HVAC CutbackThe New Yorker Hotel

reduces energy usage

by over 30%

Above: The R-value of The New Yorker Hotel's energy efficient masonry façadeis equivalent to nine inches of fiberglass insulation, absorbing heat in daytimeand radiating it into the hotel at night.

GM Sylvia Lima passes along toguests some of the savingsaccrued from exceeding energy environmental guidelines.

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A

Energy efficiency can be very comfortingEnergy efficiency comfortably leads to energy savings through Florida Power & Light Company’s free Business Energy Evaluation. More than 120,000 businesses have participated in the program since its inception. Let FPL’s experts evaluate your energy consumption and provide customized analysis with recommendations on specific saving solutions. We also have very inviting incentive programs that can save your company thousands of dollars in efficiency upgrades. Call your FPL Customer Manager or the FPL Business Customer Care Center at 1-800-FPL-5566 to schedule your free FPL Business Energy Evaluation today.

www.FPL.com


ocated at 34th Street and Eighth Avenue inManhattan, across from Madison Square Garden, TheNew Yorker Hotel is one of the largest art deco build-

ings in New York City. The hotel completed amassive $70 million renovation and remodeling

project that restored the historic property to its prominencein New York City by infusing it with style and new amenitiesto make it a hotel in demand.

The design concept is the exotic and glamorous NewYork/Hollywood art deco style of the 1930s, as a nod to thehotel’s past, but with a distinctive modern edge. This projectmarks the property’s first renovation since 2000. Through therenovation process, 80 smaller rooms were converted into 40rooms.

In addition, The New Yorker upgraded various guest serv-ices including the expansion of free Wi-Fi service with addi-tional bandwidth to increase speed of access, better televisionprogramming with video-on-demand service and additionalselections of pay-per-view movies and events, and Plasma tel-evisions in each guestroom.

Design Notebook | By Amanda Anger

Stay and PlayIn the city that never sleeps, you will – in comfort and style

L

Guestroom features & furnishings:• One queen-size or two full-size beds in all rooms with white

microstripe linens, gold bed skirts and accent pillows byHarbor Linens

New York City-based Stonehill & Taylor conducted thearchitectural and interior design.

Restoring the hotel to its former glory, Stonehill & Taylor’sdesign replaced floral carpets and quilted bedspreads with art-deco-inspired contemporary interiors featuring geometric pat-terns, skyscraper-style case goods (such as bookcases anddesks), customized lighting, and high-contrast gold and silveragainst dark zebra wood and chocolate upholsteries.

• A 100% wool chocolate and gold throw at the foot of eachbed by Nancy Koltes

• A custom geometric-designed carpet in dark brown and goldby Templeton

• Upholstered headboards mounted to the wall, three-drawerdresser attached to a desk, and nightstand(s), all custom-designed by Kimball

• Upholstered desk chair and chocolate velvet lounge chairwith black and white trim by Astoria Imports

• Side table with marble top accompanying lounge chairs byInternational Ironworks

• Custom-designed lighting by Mario Industries – ceilingmounted, star-shaped lighting fixture, floor lamp torchierewith faux mica shade, reading lights mounted to headboardwood panels, desk and side table lamps (modeled after anoriginal art deco style by Wilhelm Wagenfeld)

• Fabrics by Kravet, Lee Jofa or custom-made by Kravet• Drapery by Schwimmer Drapery Inc.• Champagne-toned, small-scale texture wallcoverings by

Innovations in Wallcoverings


The lobby was completely redesigned to recapture the grandeur and feel of The New Yorker when it opened in 1930. Renovationsto the lobby included restoration of the beautiful original marble floor and the addition of lounge seating with custom area rugs. Theinstallation of a feature chandelier, dramatically extending down to a mirrored coffee table, created a focal point in the large open space,topped off with a gold-coffered ceiling in the double-height lobby and the addition of brand new check-in and concierge desks.

Suite features & furnishings:• Ergonomic task chairs by Daniel Paul.• Pull-out sofa or chair upholstered in

gold and brown by American Leather• Dark walnut solid wood and veneer

dining table by Kimball• Upholstered dining chairs adapted

from the style of an Eliel Saarinenchair

• Chocolate velvet upholstered benchby Astoria Imports

• Cocktail table with marble top in liv-ing area by International Ironworks

• A new heating and air conditioningsystem has been installed throughoutthe entire hotel featuring a four-pipeHVAC system, allowing guests to con-trol heat and cool air all year long – anamenity not often found in manyhotels.

+


hen it comes to traveling, a certain level of fitness and stamina isvital to going the distance and enjoying as many sights, sounds and

experiences as possible. After a long day of exploring and discover-ing new places, the body and mind may be exhausted after all the

activity and excitement. A spa visit while on the go is a great way tophysically and mentally rejuvenate, recharge, and refresh.

As an integral element of a healthy lifestyle, regular spa visits rejuvenate the body,offer relief from internal ailments, and provide oxygen to the skin and joints. Regularspa treatments also promote taut skin, stronger joints, increased resistance to diseases,and increased body metabolism in addition to relieving mental stress. All these bene-fits result in a healthier body and mind, and a younger outlook on life.

Malaysia offers an ideal setting for health rituals with traditional therapies that areamong the oldest in the world, diversity of cultures, and vast abundance of naturalresources. As a result, Malaysia is quickly becoming one of the top spa destinations inAsia. Apart from attractive medical tourism packages, health tourists are drawn to thecountry by the excellent, value-priced spa vacations.

Wellness and spa tourism is not a new phenomenon in Malaysia. The increasingpopularity of health spas in Malaysia has provided an avenue for lucrative investmentsin promoting health tourism packages. According to a survey by Intelligent Spas, thenumber of spas in Malaysia has grown over 200% since 2002, with more than 170 spascurrently operating. The industry in Malaysia is still growing and is expected to reach250 outlets by 2011, according to the Euromonitor International 2007 Country SectorBriefing.

Malaysia has great potential to become one of the most prolific spa destinations inthe Southeast Asia region. A wide choice of high-quality spa and wellness centers canbe found throughout Malaysia -- in a city hotel, a resort, or even located within majortourist districts like the Golden Triangle area in Bukit Bintang, Kuala Lumpur. Thenatural landscape of Malaysia, which includes rainforests, waterfalls, highlands, hotsprings and riversides, provides the perfect backdrop for a unique spa experience.

Spa Village

Spa Village is an award-winning luxury spa brand owned and managed by theMalaysian-based YTL Hotels, whose spa concept combines the therapeutic proper-ties of natural, local ingredients with age-old healing practices. Every Spa Villageexperience begins with a soothing ritual designed to relax and immerse guests in thetraditions of the region. At Cameron Highlands Resort, a cool retreat amid rollinghills of tea plantations, the treatments are inspired by the restorative properties oftea. Each guest immerses in a signature tea bath before every treatment. The SpaVillage Malacca, at the Majestic Malacca, is the only spa center in the world dedi-cated to the Baba-Nyonya, or Peranakan, Chinese healing culture. Therapies aremolded around each person’s cool or warm energies, based on Peranakan belief,which is inspired by traditional Chinese medicine.

Speaking of Spa | By Angela Anger

Malaysian Wellness & SpaNatural landscape provides opportunities for unique spa experiences

W


Spa Worthy

RESOURCE BOX:For useful information on wellness and spa tourism inMalaysia, log on to Tourism Malaysia’s website athttp://www.tourism.gov.my/en/activities/.

Borneo Highlands Resort, Sarawak

The Jungle Spa at Borneo Highlands Resort offers a superbrange of traditional Bidayuh treatments and therapies. Theaward-winning Peso Perong therapy, a traditional Bidayuhmassage, helps increase blood circulation and promotes skinhealing using homemade oil brewed from herbs, coconut, aro-matic Sarawak pepper and ginger. The Ladies Spa on the

second floor of the resort boasts individual massage rooms,Jacuzzi, sauna and steam bath. Another well-known feature isthe Simangas Pool, a jungle waterfall.

Above: Simangas Pool, a jungle waterfall environment.Left: Teabag eye treatments are a cool and refreshing treatment.

+

Beyond Coastal Kids Natural SPF 30 SunscreenKids Natural is formulated for childrenand sensitive skin. With excellentwater resistance for long days in thepool or on the slopes, the Natural isan easy choice for parents who wantto mitigate sunburn potential to theiractive children. With an SPF rating of30 and natural active Zn and Ti, KidsNatural provides powerful UVA protection. Extra Shea and CocoaButter helps keep skin smooth andsoft and Aloe, Comfrey, Grape Seed,and Green Tea are natural anti-oxidantskin restorers. Kids Natural isFragrance, Oil, and Paraben free.MSRP $11.99 (2.5 ounce tube), $15.99(4 ounce tube).

New Beginnings Papaya Peeland MoisturizerAll natural exfoliation peel and moistur-izer made from soothing papaya,chamomile extract, and aloe vera!Reveal fresh, healthy, glowing skin withNew Beginnings Papaya Peel and NewBeginnings Papaya Peel Moisturizer - a gentle system that safely exfoliatesdead skin on the surface of your face,leaving your skin bright and smooth.Containing Papain, Chamomile Extract,and Aloe Vera, the NB Papaya Peel ismuch gentler than typical chemicalpeels, microdermabrasion, or other skin-brightening treatments, especiallyfor those skin types that are prone tohyper-pigmentation. Retail: $35.00 ea.www.papayapeel.com

YON-KA BONNE MINE + BRONZER MOISTYon-Ka® Paris, the luxury aroma-therapeutic herbaceutical line, offerstwo new anti-aging moisturizers with a gradual tan, BONNE MINE andBRONZER MOIST. Both products arepositioned as all-year-round daytimeantioxidant moisturizers, meant to givethe skin a gradual glow / tan. BONNE MINE (Pronounced “BohnMeen,” which is French for “GoodGlow”) is tinted and sold under theclassic YON-KA line. BRONZERMOIST is colorless and sold under theYON-KA FOR MEN line.Bonne Mine retail $59.00/1.7oz;Bronzer Moist retail $53.00/1.4oz.


Advertiser Index | Marketing Showcase

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CLOROX AWAY FROM HOME......................................................................................11

FLORIDA POWER & LIGHT ..........................................................................................25

FORD MOTOR...............................................................................................................2-3

FOSTER REPRINT..................................Ph. 866-879-9144..........................................30

HFTP .......................................................www.HITEC.org ..........................................19

HOTEL FITNESS.....................................Ph. 800-291-0403..........................................22

IAAPA .....................................................www.IAAPA.com .........................................21

KABA ORACODE....................................Ph. 877-468-3555..........................................31

MERCEDES BENZ SPRINTER ................................................................................16-17

NATIONAL TICKET CO. .......................Ph. 800-829-0829..........................................30

ORANGE ITALIA ....................................Ph. 800-290-1553..........................................22

RCRA ........................................................www.RCRA.org...........................................15

WATERPLAY SOLUTIONS ....................Ph. 250-712-3393............................................8

WEBER GROUP .....................................Ph. 812-246-2100............................................7

WHITEWATER WEST............................Ph. 604-273-1068............................................9

ZEBEC..............................................................................................................................................5

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� 001 Amenities - Bathroom/Shower

� 002 Animal & Pest Control

� 003 Apparel - Custom Image & Logo

� 004 Apparel - Footwear

� 005 Apparel - Robes

� 006 Apparel - Uniforms

� 007 Aquatics - Swimwear

� 008 Aquatics - Disposable Swim Pants

� 009 Aquatics - Lifeguard Stations

� 010 Aquatics - Maint. & Renovations

� 011 Aquatics - Pool Design & Construction

� 012 Aquatics - Pool Equipment & Supplies

� 013 Aquatics - Pool Management

� 014 Aquatics - Surfaces & Coatings

� 015 Aquatics - Water Play Structures

� 016 Aquatics - Water Quality

� 017 Architect/Design/Construction

� 018 Business/Office Equipment

� 019 Cabanas & Shade Structures

� 020 Catering / Reservation Systems

� 021 Conference Equipment: Audio/Visual

� 022 Consultants - Aquatics/Waterpark

� 023 Consultants - Club Mgmt

� 024 Consultants - Spa Mgmt

� 025 Energy Management - Hvac / Ptac

� 026 Energy Mgmt - Control Systems

� 027 Entertainment – In-room Programming

� 028 Entertainment - TV & Electronics

� 029 FFE - Bathroom/Shower

� 030 FFE - Carpet Care

� 031 FFE - Carpeting

� 032 FFE - Chairs / Seating

� 033 FFE - Countertops & Cabinetry

� 034 FFE - Fabrics, Window / Wallcoverings

� 035 FFE - Guestrooms

� 036 FFE - Interiors & Procurement

� 037 FFE - Lighting

� 038 FFE - Noise Control

� 039 FFE - Outdoor Signage

� 040 FFE - Outdoor, Pool & Patio

� 041 FFE - Patio Furnishings

� 042 Finance/Credit/Collection Services

� 043 Golf & Grounds - Aerators & Fountains

� 044 Golf & Grounds Equipment

� 045 Golf Cars / Utility Vehicles

� 046 Grills - Outdoor Cooking

� 047 Hospitality Marketing Services

� 048 Hospitality Mgmt Software/Systems

� 049 Human Resources / Staffing

� 050 Imprinted Products & Menu Covers

� 051 Insurance

� 052 Janitorial & Housekeeping Svcs

� 053 Janitorial & Housewares / Supplies

� 054 Laundry Systems & Equipment

� 055 Linens - Bed & Bath

� 056 Manufactured Homes / Cabins / Yurts

� 057 Marketing Comm./ PR / Advertising

� 058 Mattresses & Bedding

� 059 Medical – AED’s / Defibrillators

� 060 Music - Background Formats

� 061 Music - Retail

� 062 Phone/Communications Systems

� 063 Property Mgmt. Svcs. & Franchising

� 064 Property Mgmt Software Systems

� 065 Real Estate / Brokerage Services

� 066 Recreation - Accessibility Products

� 067 Recreation - Amusements & Games

� 068 Recreation - ATV’S

� 069 Recreation - Bikes

� 070 Recreation - Docks & Lifts

� 071 Recreation - Flooring

� 072 Recreation - Go Karts

� 073 Recreation - Gym/Fitness Equipment

� 074 Recreation - Miniature Golf

� 075 Recreation - Play Equipment

� 076 Recreation - Play Surfaces

� 077 Recreation - Snowmaking Equipment

� 078 Recreation - Sports Equip. & Supplies

� 079 Recreation - Tennis Courts

� 080 Recreation - Ticketing & Wristbands

� 081 Recreation – Personal Watercraft

� 082 Recreation - Play Structures

� 083 Revenue Mgmt Systems & Consultants

� 084 Salon Equipment

� 085 Security – Doorlocks / Access Control

� 086 Security - IS/IT

� 087 Security - Lockers

� 088 Security - Safes

� 089 Site Furnishings

� 090 Software - Club & Membership Mgmt

� 091 Software - Golf or Grounds Mgmt

� 092 Spa - Saunas/Steam Rooms

� 093 Spa Apparel & Resort Wear

� 094 Spa Aromatherapy

� 095 Spa Consulting, Mgmt & Training

� 096 Spa Cosmetics

� 097 Spa Equipment – Mfrs & Distributors

� 098 Spa Hydrotherapy

� 099 Spa Mgmt Software

� 100 Spa Retail - Water

� 101 Spa Skincare/Bodycare Products

� 102 Spa Supplies

� 103 Spa Tanning

� 104 Technology - Guest Services

� 105 Technology - Internet Solutions

� 106 Technology - Phone & Comm. Devices

� 107 Tents & Outdoor Shelters / Spaces

� 108 Timeshare - Sales Software & Services

� 109 Timeshare Exchange & Consultants

� 110 Transport Buses & Shuttles

� 111 Umbrellas & Sun Protection

� 112 Vacuum Cleaners

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