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Principles for success - Understanding the Value and Power of Breakfast Part 2
Breakfast -English: 1463, from break (v.) + fast (n.). Cf. French. déjeuner "to breakfast," derived from L. jejunare "to fast." The verb dates from 1679. The English word derives from the concept that sleep prevents eating, thus an involuntary "fast" occurs during sleep; this fast is broken by the first meal of the day referred to as breakfast
Understanding the value of breakfast
This definition is included as a reminder of the importance and value of breakfast for today's traveler. Paying appropriate attention to the markets and guests we serve lessens the risk of losing the loyalty of a guest.
As the industry continues to both mature in some products and refine itself in others over the last generation, many properties of all product segments have elected to offer breakfast as part of their service. The common practice of offering breakfast, unfortunately, increases the danger of it becoming a commodity rather than a unique experience. However, those properties that choose to focus on their ingenuity can still find those special touches to pleasantly surprise and impress their customers.
In early 2008, Intercontinental Hotels conducted a survey on behalf of Holiday Inn Express to examine what business travelers considered important regarding breakfast.
The survey found 70 % of business travelers would rather conduct business during a sit-down breakfast as opposed to cocktails over dinner. It also found that while 87 % enjoyed a hot breakfast with their colleagues, 77 % viewed breakfast with the boss as a guiltless opportunity to get to know them better. Reading the results of this survey prompted me to look at what approaches a number of the major brands were taking and brief overviews of their actions are included at the end of this article.
The following ideas are offered as a reminder for how special the breakfast meal can be and what an opportunity for both delivering exceptional service and building loyalty.
"A Bakers Dozen" of Strategies for Successful Hotel Breakfast Service
(Share your best ideas and I will feature them in an upcoming column)
Understanding the power of breakfast
"Kimpton's healthy attitude can make a world of difference in your next meeting.
• Enjoy a room filled with aromatherapy scents and the introspective sounds of mood music.
Reader input has been very gratifying on my request for your input on DEFINING HOSPITALITY and I will be sharing those already received and any that come to me by October 23 in a column later this month.
Feel free to share your thoughts at firstname.lastname@example.org anytime or contact me regarding consulting, customized workshops or speaking engagements. Autographed copies of LESSONS FROM THE FIELD - a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES can be obtained from THE ROOMS CHRONICLE www.roomschronicle.com and other industry sources.
All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management. The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication
About the Author
John Hogan is a corporate educator and a frequent guest speaker at management company and franchise industry events. He writes and advises on industry 'best practices' and conducts reviews of quality in operations and marketing, including mystery shopping and repositioning of hotels.
Hogan's professional experience includes over 35 years in hotel operations, food & beverage, sales & marketing, training, management development and asset management on both a single and multi-property basis. He holds a number of industry certifications (CHA, CHE, MHS, ACI) and is a past recipient of the American Hotel & Lodging Association's Pearson Award for Excellence in Lodging Journalism, as well as operational and marketing awards from international brands. He has served as President of both city and state hotel associations.
John's background includes teaching college level courses as an adjunct professor at three different colleges and universities over a 20 year period, while managing with Sheraton, Hilton, Omni and independent hotels. He was the principal in an independent training & consulting group for more than 12 years serving associations, management groups, convention & visitors' bureaus, academic institutions and as an expert witness. He joined Best Western International in spring of 2000, where over the next 8 years he created and developed a blended learning system as the Director of Education & Cultural Diversity for the world's largest hotel chain.
He has served on several industry boards that deal with education and/or cultural diversity and as brand liaison to the NAACP and the Asian American Hotel Owners' Association with his ongoing involvement in the Certified Hotel Owner program. He has conducted an estimated 3,100 workshops and seminars in his career. He served as senior vice president for a client in a specialty hotel brand for six years.
He has published more than 350 articles & columns on the hotel industry and is co-author (with Howard Feiertag, CHA CMP) of LESSONS FROM THE FIELD - a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES, which is available from a range of industry sources and AMAZON.com. He resides in Phoenix, Arizona and is finalizing his 2nd book based on his dissertation - The Top 100 People of All Time Who Most Dramatically Affected the Hotel Industry.
Expertise and Research Interest
Service to the Industry and Hospitality Education
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