Culling the Herd for Brand Integrity
John Hendrie - Posted on Wednesday, May 5, 2010 at 6:06PM Starwood recently announced that its Sheraton Brand will have reduced by the end of 2010 its hotel portfolio by over 40 properties, as these did not make the grade and were “Brand detractors.” Sheraton has been on an impressive revitalization streak and emphasis on elevated standards, with the goal to improve quality and consistency and, ultimately, the Guest Experience. Hats off to Sheraton! Their ROI of Guest Satisfaction demonstrates that their efforts have been recognized worldwide.
In the last several years we all have had opportunity to look at our businesses, identifying critical talent, products, processes, facilities and the like, making hard decisions, as we continued to serve a reluctant and cautious marketplace. In many cases we may have cut too close to the bone and now our growth is stymied. On the other hand, we may have made wise decisions and maintained our Brand with passion and integrity intact. It has not been easy.
By all indications, Hospitality is on a slow upswing, tenuous but moving forward. We are out of the darkness and need to once again embrace what made us memorable. Sheraton may have had deep resources to support their resurgence, but their global footprint is based upon Standards of Performance, which are quantifiable and can be measured. This also creates differentiation in a crowded marketplace, and global awareness is a premium.
Their Guests have responded, and their market share has increased. Not a bad investment for the future!
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