What Legendary Service Means to Me

I founded Hotel Equities in 1989, I did so with 2 main targeted objectives;

 

1 - To build a company that was different and,

2 - To build a company that made a difference in people’s lives.

 

Recognizing that no company can be all things to all people, we set out directing our focus on our 3 key stakeholders; our guests, our team members, and our owners. We then created a visual of a three-legged stool which represents the fact that no one stakeholder is more important than the others and that without successfully exceeding the expectations of each stakeholder, we would fail at achieving one of our goals of providing "excellence in hospitality."

 

With those important pieces in place, we set out defining the strategies and objectives of each stakeholder which would allow us to exceed their expectations and clearly define what success would look like. 

 

I define legendary service as the ability to create memorable guest experiences which are so extraordinary that they would cause our guests to tell others about them. I call these experiences “unique factors” that are not typically found in par level hospitality environments. 

 

Although these team efforts go far beyond the basics of great hospitality experiences, they always include the following level of excellence standards; 1- crisp and clean guest rooms and common area environments, 2- friendly, well-trained team members, 3- well maintained guest rooms and public areas, 4- great curb and arrival appeal, 5- welcome surprises upon arrival, at arrival to guest rooms and F&B outlets, 6- a thriving, expressive, healthy culture featuring engaging team members.

 

When all these factors come together, magic happens, all stakeholders win and we make a difference in people’s lives. 

 

Hospitably,

Coach     

Guests Aren't Always Right, But They Are Always Guests

By Fred Cerrone, Founder & Chairman | April 22, 2022

 

As a very young general manager, working alone one stormy night, I waited anxiously to greet a final group of guests booked at my hotel. Hours past its scheduled arrival, the tour bus was delayed because of weather and traffic problems. No matter the reason, I knew I'd be greeting and checking in tired, unhappy, and irritable guests, not to mention a frustrated tour leader and an exhausted bus driver. 

"Extend hospitality!" I told myself. "After the day they have had, they deserve a warm greeting, a hot shower, fluffy towels, a comfortable bed and a quiet, restful night. You can turn this day around and make a difference for a bus full of people. You can give them a great stay in your hotel." That's what we do in the hotel business!

I started my career in my hometown of Boston, Massachusetts as an interim job while I waited to be shipped out to Vietnam. I had other plans for a career, but I fell in love with hospitality. Opportunities opened to me, and I redirected my course. In hospitality, at its heart, I discovered both the joy and the challenge of serving guests. I found my calling.

Early in my career, I came to understand that, in the hotel business, we welcome all sorts of people as our guests. And even when a guest's view of a situation or the facts of an incident differs from mine, I must remember that this person is my guest. My rule of thumb, throughout my career, is that guests aren't always right, but they are always guests. So, it goes without saying that we treat guests with respect, understanding and fairness.

As I think back to that tour group on the late-arriving bus, I especially remember the weary and disheveled seniors. I did my best to ignore the grumbling as I greeted each one, handed out keys, unloaded luggage and offered whatever assistance I could. I recruited the night auditor to help me, reminding her to smile, sympathize and give a genuine welcome to our guests. After all, as I reminded the night auditor, without our guests, neither of us would even be there. 

Since that time, more than 50 years ago, I have accumulated two million plus miles on Delta Airlines. I know what it's like to fly across the country, stand in line, rent a car, and get to the hotel late, just as the local restaurants, including the one in the hotel, have closed for the evening, more days than I care to remember. I can feel a guest's pain! Guests are tired, hungry, irritable and sometimes not polite at all. At least they aren't as polite as they usually are or as they want to be. I "get it,” and I want our associates to be trained to "get it" as well.

When I started my own company, I vowed to make a difference, especially with our guests but also with associates and owners. I created not only vision, mission and culture statements, but also twelve value statements. All are included on a commitment card that every associate carries as part of their uniform after going through the company's onboarding training. Value Statement #9 states, "Guests aren't always right, but they are always guests." It impacts everything that we do.

You may have heard it said that, if a guest leaves the reception desk unhappy, you can rest assured the remainder of their stay will not go well. I firmly believe that statement is a truth in our business but there are often additional opportunities to turn around a guest's attitude and make the stay a win for both the hotel and the guest. 

Even a small gesture can make a big impact on a guest's stay. At Hotel Equities, our general managers are trained and authorized to make decisions such as using discretionary funds in the budget to help a guest. Sometimes, in addition to a kind word, the gift of dinner and a glass of wine with fellow travelers can make all the difference.

At the end of the day, we welcome guests just as they are: cheerful or grumpy, disheveled, tired or ready to party. We're in the business of delivering hospitality in its purest form to one and all. Sometimes our guests may need a change of attitude and that falls into our job description, too! So, smile, be upbeat, be genuine, caring, welcoming and hospitable... they're our guests. We can and we do turn things around to produce a win for our guests, our hotels and ourselves.

After all, they're our guests and, right or wrong, they deserve our best.

 

Refresh. Connect. Recharge.

Dear friends, partners, & associates,

 

What an eventful past few months, in which much has happened! We are coming off of the holiday season, with having recently celebrated Christmas, the New Year, Martin Luther King Jr. Day, the Atlanta Braves winning the World Series and the Georgia Bulldogs taking home the National College Football Championship trophy! What a moment in time and sports history for us here in Atlanta.

 

While it is important to be grateful and take time to acknowledge our blessings, we must continue to recognize the fact that there are remaining ripple effects of the pandemic on the hospitality industry as well as all other industries. It has been 2 years since Hotel Equities last met in person as a leadership team. Due to the pandemic, 2021 was the first time in 32 years that we did not have an in person Annual Leadership Conference.

 

The conference is intended to bring everyone together in one place over the course of a few days to participate in team building and training sessions. The events and activities have been in the planning stage for months and are aimed to further develop the strengths of attendees, and to take the time in-person, to express our gratitude for your efforts during these turbulent times.

 

There is nothing like face-to-face interactions to help build lasting relationships and a healthy company culture. While Zoom meetings are a reasonably effective alternative tool, they are just not the same as face-to-face interactions. At the end of the day, we all want to feel connected to a winning team and animportant part of an organization that truly cares about its team members.

 

With that being said, we are excited about the new opportunities 2022 has to offer! This year’s Annual Conference will take place at the Renaissance Atlanta Waverly Hotel & Convention Center from February 15 – 17, 2022. The theme of the event is “United | Refresh. Connect. Recharge.”

 

Brad and I, as well as the entire Above-Property Leadership Team, are extremely excited to host this conference for you. We are all looking forward to meeting our first-time attendees and finally having the opportunity to match a face to a name. A quote I refer to whenever I think about a collective team effort is, “Life has a tendency to match the input of effort with output of results.” 

 

I would be remiss if I did not take the time to thank you for your extra efforts in helping us “keep the doors open” while attempting to get to a better place. I realize it has not been an easy journey and has required extra time and dedication on your end.

 

Thank you for what you do to help us in our attempt to be an extraordinary lodging company.

 

I pray that each of you have a safe, hassle-free travel experience and that you arrive with a heightened sense of excitement and enthusiasm which results in an fun and rewarding experience for everyone involved. (John 13:34-35)

 

Hospitably,

Coach

Lessons Learned from the 2021 World Series Championship

It has been an incredible week for the city of Atlanta. There seems to be more buzz in the city, a sense of unity and excitement that I feel is long-overdue. For the first time in 26 years, Atlanta’s favorite baseball team, The Atlanta Braves, took home the World Series Champion title. This is a big deal for lovers of the sport of course, but it means so much more than just that to me. 

I am an avid baseball lover and have been for as long as I can remember. I am blessed to have a grandson who plays for a team you may have heard of before… and no, it’s not the Braves. He plays for the Texas Rangers, but it is fun to see the passion and love for the sport “runs in the family.”

I was lucky in the fact that my first baseball coach was a great male role model. His influence and guidance extended far beyond the chalk lines on the baseball field; he genuinely cared about us. He served as a leader, and a great one at that. The lessons he taught us on the field became the framework of how we lead our lives off the field.

Everyone at Hotel Equities knows me by Coach first, Fred second. As a leader, I take it as a personal responsibility to serve as a dispenser of hope to all those around me. I encourage you to do the same, because you have influence as well. 

Once a month, I host a Zoom call, in which over 100 corporate team members dial in. With all the technicalities and effort that goes into hosting an “online event” of any size, one might ask if it’s worth the trouble. My answer to that question is I would not have it any other way.

Maintaining a healthy company culture is the number one thing that keeps me up at night. While I can’t be there to see what associates are up to around the clock, in these monthly meetings I get to express how much each associate means to me and give them the pep talk they need before they “run back onto the field.”

I am absolutely overjoyed to see my favorite team (apart from the Texas Rangers) take home a well-deserved championship trophy. It reminds me that the lessons I learned in baseball are applicable to just about everything else in life. Lastly, as we approach Thanksgiving, I would like to mention that I am grateful for you. Please stay safe and have a wonderful holiday with your loved ones. 

Hospitably,

Coach

Happy Thanksgiving

To my family, friends and co-workers;

This past week and a half has been, personally for me, the most difficult of 2020… a year we can all agree has by its very nature been tough on all of us.

I have been diagnosed with “walking pneumonia” which has sapped me of much of my energy and leaves me out of breath following any amount of physical activity, including walking. I was tempted to feel sorry for myself. I wanted to focus on the accumulation of personal health issues as well as business challenges and ongoing head-winds therein. Honestly, I have been tempted to just focus on all of the negatives in life. But, then I decided instead of hosting a pity party, I would pray.

When I prayed, God put the book of Isaiah on my heart. Specifically, Isaiah 41:10—'Fear not, for I am with you; be not dismayed, for I am your God; I will strengthen you, I will help you, I will uphold you with my righteous right hand.' As a result, God revealed several truths to me. Namely, that we are going to get through these tough times. We are going to persevere. We are going to come out even stronger on the other side. Why? Because God is with us and because God is our strength, comfort and guide. (Proverbs 3:5-6).

I am grateful to live in a nation where we have the freedom to express our religious liberties and personal faith. I pray regularly that I will have the courage to speak out and confront the enemies of our freedom as our forefathers once did. Because of their heroism and sacrifices, you and I benefit and for that I am deeply grateful. It’s a reminder for me that one day we will be held accountable before God for our actions and I am convinced that we will be asked the following two questions; [1] What did you do about my Son whom I sent to die for you? and [2], what did you do with the gifts and talents that I gave you?

Although we don’t have any control over how our life story begins, we do have a say in how it ends. Are you making the most of your time?

As we approach this Thanksgiving, one of my favorite holidays of the year, I would be remiss if I didn’t mention that you are one of the things that I am most thankful for.

Please stay healthy and safe.

Fred [Coach]

Leading During Difficult Times

The world we live in right now is filled with uncertainty. The coronavirus [COVID-19] pandemic has changed the way we live, work, play, think and even worship. It has impacted every area of our lives and has caused a great deal of fear. The number one source of fear is the fear of the unknown. If we are totally honest, each of us have significant doses of that currently. At times our lives seem surreal. I have to admit that I wake up on occasion asking, did that just really happen? 

As leaders, we are frustrated by not having answers to all the questions we typically can easily respond to with a reasonable amount of certainty. Not so today, under current circumstances. No one knows what the future holds in regards to the Coronavirus. Everywhere we look we see that everything that we once knew to be true has changed. The way we do business has changed, the way our children are taught has changed, even the restaurants we frequent have been forced to change the way they do business. Consistency brings comfort, inconsistency causes fear. 

As leaders, we would all like to think that in the midst of a crisis we would be brave. I love this definition of courage; “Courage is not the absence of fear, but rather the determination that something else is more important than fear.” [Ambrose Redmoon] 

Consistent, strong leadership is one of the keys to having a successful business and winning team. We are blessed to have a strong leadership team which has a tremendous amount of experience and a strong will to succeed along with a deep desire to do the right thing. Most importantly, they care deeply for those they have been given the responsibility to lead.

Here are some things we know to be true; Nobody has experienced anything quite like this; God loves us and desires to have a personal relationship with us; He promises to guide and protect us; My favorite bible verse that I often reach for during times of trouble is Proverbs 3:5-6, “Trust in the Lord with all your heart, lean not on your own understanding. In all your ways acknowledge Him, and He will make your paths straight.” When I am fearful, this is the verse that I can count on to help curb my fears.During difficult times new leaders emerge, step up to the plate and make those difficult decisions that have to be made for the good of everyone. They lead with purpose and integrity. They care deeply for those they lead. Douglas MacArthur once said, “A true leader has the confidence to stand alone, the courage to make tough decisions, and the compassion to listen to the needs of others. He does not set out to be a leader, but becomes one by the equality of his actions and the integrity of his intent."

Hospitably,

Coach

Learning to Succeed

This past week, Hotel Equities graduated its tenth class from the Management Development Program [MDP]. This program is one of five current training programs being offered, with a sixth in the pipeline. MDP follows in line with Hotel Equities’ third Value Statement, “Hire an attitude and teach them the business.” Learning and development is defined as “improving group and individual performance by honing skills and increasing knowledge”. During the Management Development Program, individuals must complete twenty-two self-directed modules that provide them an insight into the operational side of working in a hotel. In addition to the modules, they each must complete a self-designed and implemented project which either increases revenue or decreases expenses at their hotel equal to the approximate cost of their training.

I can’t over emphasize how critical it is to seek opportunities to continue education in order to grow both personally and in your career development. I truly believe that training is a key stepping stone to our long term success.

All of the training programs offered at Hotel Equities are taught through experiential learning, defined as the process of learning through experience. Research shows that there are three reasons why experiential learning is most effective; [1] it accelerates learning, [2] it increases levels of engagement with others and [3] it enables self-paced personalized learning.

Aristotle said it best. “The roots of education are bitter, but the fruit is sweet.”

I say all of this to encourage you to always take the opportunity to learn as much as you can, as often as you can. Try to become a bit better at what you do each and every day. I encourage you to find a mentor who will help you throughout each stage in your life. Read a lot and learn through other people’s experiences, as well as your own. One of my personal mentors once told me, “You ought to learn from the mistakes of others, since you’re unlikely to live long enough to make them all on your own”.

Here’s to your personal learning and development program.

Hospitably,
Coach