Heiko FiggeChief Operating Officer

&

Session Outline...

How got involved

What it means for

Our plan

The ultimate goal….

How we got involved…

Hospitality Show Birmingham- An opportunity to work together

‘Putting customers at the core of everything we do’

- Strategies to deliver improved customer satisfaction

A successful pilot in Aberdeen

- HA accreditation @ Airport, Altens & Caledonian A way to assess the effectiveness of

- Improvements/Development to our Brand Operating Standards

- Delivery of the ‘Thistle Service’ Behaviours

What it means for … Continuous improvement - Developing our talent

- Altogether now!

Consistency in service delivery- Savvy service, delivered by people who care

An industry partnership– Recognised for excellence by the

– Industry leading4

Our Plan September 2009

– Launched at “ conference”

September / October 2009

– Self improvement tool prepared by and to support hotels

November 2009

– Aberdeen workshop for Re-accreditation by and

– Launch of “Hotel Assessment Toolkit” to full estate

January 2010

– Regional workshops to provide coaching & support

February 2010

– Aberdeen hotels reaccreditation assessment

April 2010 onwards

– Full estate assessment completed

5

Brand Operating Standards

Our Approach to Service

The Net Promoter Score

• NET PROMOTER is based on research theory by, Satmetrix – a US research organisation and Fred Reicheld from Bain & Company, that one question provides the best predictor of customer loyalty. This question is:

• “How likely is it that you would recommend the company/service or product to a friend or colleague?”

• This question is measured on a scale of 0 – 10 where;

• 9 and 10 = Brand PROMOTER

• 7 and 8 = PASSIVE

• 6 and below = Brand DETRACTOR

Internal Poster Campaign December 2009

to become the first UK hotel group to achieve 100%

excellence accreditation from the Institute of Hospitality, with

all 31hotels becoming in 2010

Hospitality Assured Accreditation

THANK YOU