“Hilton previously closed call centers in Illinois in 2008 and Pennsylvania last year, according to the Press-Enterprise. Some of the Pennsylvania workers had said they, too, went to the Philippines to train call-center workers, the paper says.

Hilton will offer employees positions at Hilton’s call centers in Carrollton, Texas, and Tampa, Fla., where workers make roughly $9 an hour, the story says. Those who don’t take the jobs will be offered severance packages.

Further details about the layoff aren’t available, because the employees told the paper that Hilton ordered them not to talk to the media – or, if they did, they’d lose their severance pay.”

Be sure to check out the full article by hitting the link above.  Warning:  there are are few hundred posts from very angry American’s following the article.  Here is a follow up article regarding the reader’s comments.

“Hotel guests have generally been happier with their hotel experience in the past 12 months vs. the prior year as room rates dropped and crowds thinned, according to J.D. Power and Assoc.’s latest study that measures how well hotel chains satisfy their customers.”

The reasons for increased satisfaction according to the article:

“The travel downturn: With fewer people on the road, people who did travel found emptier hotels, which meant they encountered less competition for the treadmill in the fitness center, or less of a chance to stand in line at a busy convention hotel.”

“Cost: Hotel rates fell in the last 12 months, and customers generally felt more satisfied with what they received for their money.”

“Hotels operations: Hotels genuinely got better at pleasing their customers in the past year due to stiff competition for guests. “All of them are focused on improving guest satisfaction,” Schwartz says. Almost all of the chains increased their scores on a year-over-year basis – and not a single hotel chain saw its score drop significantly, he says.”

Our take:  It is somewhat surprising to see increased satisfaction as we are all battling with being understaffed.  Most hotels that we talk with have similar or higher occupancy but have much lower staffing levels because the ADRs are so low.  We believe that much of it comes down to cost.  Many guests are more satisfied simply because the rooms cost less and there is much more perceived value.

Our analyst was first sent to visit the Holiday Inn.  The analyst had never visited this Holiday Inn before.  He arrived at the airport and called the hotel to request a shuttle to pick him up.  The GSA who took the call verified the analyst’s name and checked the reservation before sending over the driver.  The hotel was only a few minutes from the airport so they analyst arrived a the hotel pretty quickly.  As soon as the analyst walked into the lobby, the GSA greeted him with ‘welcome to the Holiday Inn, Mr. Smith’.  Obviously, the GSA was really prepared.  He logged the analyst’s name when he requested the shuttle so he knew to use it when he saw the shuttle drop off the analyst.  Even though the analyst had never been to that hotel before, that initial 10 seconds really made the analyst feel like he was returning home.  The GSA then conducted the check in as he normal does by thanking the analyst for being a Priority Club member, telling the analyst about the hotel amenities, and then directing the analyst how to get to his room. 

A few days later, our analyst was sent to the Ritz-Carlton.  This was the first time the analyst visited this Ritz-Carlton.  The analyst arrived at the hotel by car and pulled into valet parking.  The analyst was immediately greeted by a valet attendant and welcomed to the hotel.  The valet attendant asked the analyst if he was checking in and then asked him for his name.  He wrote the analyst’s name on the valet ticket and had the bellman load up the luggage onto a bell cart.  The valet attendant then told the analyst that he could enter the lobby to register and the luggage would be delivered and the car would be parked.  As soon as the analyst entered the hotel, a GSA greeted him with ‘good afternoon, Mr. Smith’.  The GSA was wearing an earpiece and was told by the valet attendant that Mr. Smith would be entering the lobby.  Just like at the Holiday Inn, it is a truly amazing feeling to be welcomed to a hotel by name.  It made the analyst feel like a celebrity.  The Ritz-Carlton also repeated the experience at check out.  The analyst called down to ask for a bellman to check out.  When the analyst arrived at the lobby with the bellman, the GSA who never met the analyst before immediately greeted him by name.  He was also tipped off by the radio so he knew that when a guest came down with the bellman that it was Mr. Smith. 

How often does this type of service happen?  Almost never.  But I can promise you that if your hotel can achieve this level of service with your guests, you will have more repeat guests than you can imagine.

The top score was a tie between Ritz-Carlton in the ‘fanciest’ category and Homewood Suites in the ‘upscale’ category.  The Homewood Suites scored an excellent in value and the Ritz scored very good. 

Here are the rankings for a couple of the categories:

Fanciest – 1. Ritz-Carlton  2. Grand Hyatt

Luxury – 1. Renaissance  2. Embassy Suites  3. Marriott  4. Westin  5. Hilton  6. Hyatt  7. Doubletree  8. Sheraton

Upscale – 1. Homewood Suites  2. Walt Disney Resorts  3. Residence Inn  4. Hilton Garden Inn  5. Harrah’s  6. Springhill Suites  7. Hyatt Place  8. Courtyard by Marriott  9. Wyndham  10. Crowne Plaza  11. Radisson

Some interesting observations:

Out of 48 brands, only one hotel, the Ritz-Carlton, scored excellent on service.  Only 10 others scored very good.  The other 37 hotels scored average or worse on service.  Ouch.

Many full service brands like Doubletree, Sheraton, Wyndham, Crowne Plaza, and Radisson, are falling behind the limited service brands in overall satisfaction. 

Guest are experiencing a surprising number of problems.  Out of the 48 brands, not a single brand scored excellent, and only 7 brands scored very good.  The chain with the least amount of problems (Drury Inn & Suites) still had 14 percent of guests reporting a problem!  The chain with the most problems had 47 percent of guests reporting a problem.

Sounds like we all have some work to do on our guest service!

Google has now started to do ‘Real-Time Searches’.  What does that mean?  Google says real-time search is:

“… new features that bring your search results to life with a dynamic stream of real-time content from across the web. Now, immediately after conducting a search, you can see live updates from people on popular sites like Twitter and FriendFeed, as well as headlines from news and blog posts published just seconds before. When they are relevant, we’ll rank these latest results to show the freshest information right on the search results page.”

What does that mean to you?  Well, for starters, your hotel will now appear in Google if people post a tweet on Twitter about you or mention you in their Facebook status update.  This can be either really good for you, or really bad for you.  Here is how I first noticed Google’s real-time search.  I was going to go out to a local restaurant and needed the address so I did what I always do… pulled out the iPhone and googled it.  I found the address on the first Google entry.  I happened to scroll down to the bottom of the page and saw someone’s Twitter tweet that said ‘got food poisoning at XYZ Restaurant’. 

Obviously not good for business.  I know that I found another restaurant to eat at.  I am sure that many others did as well.  So, what should you do?  First, have a good plan in place to monitor your hotel’s internet reputation.  Then act on anything both positive and negative that you may see.  It is very easy to contact someone who posts about your hotel on Twitter or Facebook or in their Blog.  Be sure to send them a thank you if they say something positive about you and make sure that you offer to fix any problems they may have had if they say anything negative about you.  Make sure that you have a plan in place today!

The article features some high profile hotel closures such as the W Hotel in San Diego and the Ritz-Carlton in Las Vegas.  The article also mentions how 76 California hotels have already fallen into foreclosure and that 330 out of the states 10,000 hotels have defaulted on their mortgage payments in the last year. 

As far as the cuts, the article really only mentions that Concierges are being replaced by lower cost employees and some hotels are changing their approach to food and beverage.

We have noticed quite a few changes at hotels over the last year or so to cut costs or drive revenues.  A few of the changes we see:

• Many hotels have closed restaurants and bars.  Instead of having 2 or 3, many have closed all but one restaurant and one bar.
• Hotels have cut costs and gone green by eliminating newspapers and printed folios.
• Parking rates are on the rise.  Many hotels have increased the parking fees for both self parking and valet parking.
• Breakfast buffets have really been changing.  The prices have increased and the quality and selection of food has decreased.
• Overall staffing has really decreased.  Many hotels have eliminated positions like bellmen or concierges.  Also, we see longer lines at check in because the hotels have less GSAs with similar occupancy as in the past.

What are you doing to survive?  Please post in our comment section!

The article says that hotels are considered hacker’s number one target and mentions how Wyndham was breached 3 times in the last 12 months. 

Our favorite post from the comment section:  Ladies Man writes “A bigger and far more serious crime is coming down to breakfast and discovering it consists of bagels, honey buns, and those weird chewy off-brand fruit bars. If my credit card info must be stolen, I’d rather find out after I’ve had a large and proper breakfast.”

“For every guest that rates their stay as VERY SATISFIED, we will issue 20,000 points to your priority club card”

The reader asked the manager who said that his intent was to thank people for completing the survey.  Consumer reports adds ‘but not, it seems, for completing it honestly.’

What are you doing to bribe your guests?

First, don’t assume that people skip over those ads just because you do.  Most people read the ads.  Many people actually have no idea that they are even ads.  If you are new to Google Adwords, click here for a brief tutorial. 

Now, what type of keywords should you be buying?  Here are some ideas to get you started:

The name of your hotel – Sounds like a no brainer but most hotels do not buy the name of their own hotel.  You would be suprised how many times I Google the name of a hotel and the hotel’s website does not come up at the top of the list.  Often, the top searches will be third party websites like Expedia.  If you want Expedia to sell all of your rooms for you, there is no need to buy your own name.  Otherwise, this should be your top priority.  Many hotels also buy the names of their competitors.  I am not saying that this is ethical, but it happens. 

The word ‘hotel’ and the name of your city and nearby cities – These clicks might be quite a bit more expensive than buying your name because you will be competing with the big third party travel websites.  However, they may really pay off for you with increased bookings.  It may be worth it to appear the top of a Google search instead of on page 5.  Few Google searchers even make it half way down the first page. 

The word ‘hotel’ and the name of local attractions – For example, if you are near Disneyland, buy ‘hotel Disneyland’.  Many people search for a hotel simply by Googling ‘hotel near Disneyland’.  The major attractions may be more expensive but keywords with the names of your nearby museums, zoos, or concert halls might be surprisingly cheap. 

Keywords to fill your banquet space – If your hotel does meetings, weddings, or other social functions, be sure to buy those keywords.  Get creative.  Buy the keywords for every social function that has ever been at your hotel. 

Keywords for your hotel restaurant and bars – If your hotel has a unique restaurant or bar, buy up some keywords to increase traffic.  These might be more expensive because you are competing with every restaurant and bar in your area, but could really pay off. 

Hopefully, this will help you get up and running right away.  Be sure you have someone on property that is responsible for maintaining the ads at least once per week.  Also, someone should be tracking your website data to see how the ads are increasing your traffic.  Google AdWords makes it really easy to play with different keywords to get the results you need.  Good luck!