Why Managers Should Be Looking To Incentive And Recognition Programmes As Additional Tools To Increase Hotel Revenue

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The latest client analysis from Full Circle Motivation has shown that well-constructed incentive and/or recognition programmes, focussing on peer measurement and constant communication, are the missing links in increasing incremental revenue. They have found that these elements are more important to the success of a programme and to the bottom line than reward.

New Ways To Increase Hotel Revenue

“It is continuous communication and not reward that is the key element of any recognition and incentive programme”.

Always looking to improve revenue, hotel managers are now focusing on promoting in house recognition programmes and staff incentives to complete direct bookings using third-party agents.

A successful hotel will include continual sales training for front desk and reservations along with call monitoring and mystery shoppers to ensure the staff provide the best service possible. But it’s not enough; on top of these tools to monitor performance, managers now need to motivate staff in the form of awards or benefits (and not cash).

Some feel that offering sales incentives to its staff is counterproductive considering they are simply doing their jobs. So for them, providing additional payment makes little sense.

Full Circle’s latest analysis of client programmes has highlighted the importance of peer measurement and constant communication above all else, including rewards in cash or kind. Their findings have shown that it is all about motivation to go that extra mile. By offering recognition and awards to staff for improving customer service, making more bookings or selling room upgrades means the hotel itself will earn more revenue and more repeat business. Full Circle motivates staff to sell more and deliver superb customer service.

Having targets that trigger awards will encourage staff to try harder to reach those targets. The purpose is to increase the revenue for each customer and improve customer satisfaction by providing a ‘financial stake’ for each employee. It also ensures staff awards are linked partially to the hotel's revenue. This can be taken a step further by offering stepped incentive awards depending on the level of sales achieved by staff. These awards should be offered to all staff, so there is no competition between agents. Programmes like these, based on achieving over-target performance, should fully self-liquidate as the cost of the programme is covered by incremental revenue.

Full Circle Motivation is developing a ROI template which will highlight for clients in advance, the level of return they can expect for a given investment. They have found that investment levels need not be large providing that the budget allows for peer measurement and continuous communication. “It is this, and not reward, that is the key element of any recognition and incentive programme” comments Victor Tardieu of Full Circle Motivation. In combined incentive and recognition programmes Full Circle Motivation has achieved a minimum of 13% increase on the previous year’s control period.

Full Circle Motivation puts ideas, words and pictures together to speak volumes about its clients' business - specifically through; recognition and incentive programmes, dynamic conference production, motivational events, video production and strategic marketing.

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Victor Tardieu
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