How well-positioned is my hotel among employees? Are they motivated? Committed?
Let's Talk About Marketing
When we think about marketing, we imagine promoting our brand, driving strategies to grow our customer base, building loyalty, etc. But how well-positioned is my hotel among employees? Are they motivated? Committed?
Employee motivation and commitment towards your hotel and guests don't happen overnight. It's a continuous and consistent effort that your organization must undertake. We know that turnover in the hotel sector is very high, and keeping your teams happy is key to retaining them.
At myHotel, we believe that experience and satisfaction begin at home. That's why we present this internal marketing guide, so you can find the differentiating element that makes your employees choose you over others.
What is Internal Marketing?
Internal marketing refers to the process of promoting a company's products or services to its own teams. In this case, it means promoting your hotel or chain among its employees.
The goal of internal marketing is to create a positive and supportive work environment by educating people about the company's mission, values, and products, and encouraging them to act as brand ambassadors to customers, suppliers, and other stakeholders. This can help improve team involvement, motivation, and productivity, as well as enhance the organization's overall reputation. Every area of the hotel must work with a guest-centric approach, because if this doesn't happen, it will be very difficult to offer a unique and quality experience.
It's important to remember that internal marketing, or endomarketing, is considered a key tool for staff retention and reducing turnover. Some endomarketing actions include: providing clear and transparent communication, investing in employee training and development, offering a pleasant work environment, benefits and recognition programs, fostering company culture, etc.
Let's look at some of the actions we recommend you implement!
"Customers will never love a company until employees love it first."
- Simon Sinek
Important Aspects in Internal Marketing
Effective Internal Communication:
It's essential to maintain clear and transparent communication with employees to ensure they are informed about your hotel's latest news and developments. In this case, we recommend creating an internal communication plan.
Hotel or Chain Culture
Internal marketing also helps foster a positive and collaborative culture within the company, which improves the work environment and team morale.
Employee Recognition
Recognizing people's effort and work is an important part of maintaining a positive work environment.
Team Empowerment
By providing employees with information about the plans and actions designed for your hotel, they are empowered to act as brand ambassadors and contribute to the company's success.
Goal Alignment
It's important to ensure that company goals are aligned with the individual goals of each team member.
Improved Productivity
Internal marketing can also improve employee productivity by motivating them and providing them with tools and resources to enhance their work performance.
Evaluations and Feedback
It's important to measure and evaluate the impact of internal marketing actions and provide feedback for improvement. For example, at this point, you can measure the rating of your hotel's or chain's areas.
Staff Turnover: The Great Challenge for the Hotel Sector
Turnover in hospitality refers to the process of staff changes in a hotel. Employee turnover can be caused by various factors, such as low staff retention, lack of growth opportunities, lack of job stability, low motivation, among others. Turnover can have negative consequences for a hotel, such as increased training costs, decreased service quality, and a drop in guest satisfaction. As we already mentioned, to reduce turnover, it is important to provide a positive work environment, offer opportunities for growth and development, and offer fair compensation and attractive benefits.
How to Motivate Your Team?
1. Recognition Based on Achieved Results
Ranking by areas: Which areas have the best rating within the hotel?
Problem resolution time: Which employee has best responded to guest requests?
NPS: Which hotel in the chain achieved the best satisfaction result?
2. Support Their Professional Development
Training, courses, and industry events.
3. Fair Compensation
The organization must value each employee's experience and skills and offer a fair salary according to the market. We recommend implementing actions that motivate the employee. For example, an incentive plan based on objectives and/or goals.