Castle Resorts & Hotels

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Situation Overview

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Castle Resorts & Hotels (CRH)  is a hotel management company comprised of 26 properties ranging from 2-star condominiums to 5-star hotels, large and small.  Its unique sales proposition to the property owners is to maintain the properties' identity without imposing CRH in its name.

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Solution

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If we can't brand the name, we could brand the experience.  In order to that, we needed to develop the program elements and execution plan for a comprehensive Guest Relations Program to be used as a differentiation strategy for CRH and its competitive set.   The program  was to set delivery standards, expectations, implementation, reinforcement and measurement to ensure compliance and continuity for all CRH managed properties.

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Outcomes

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• Incredible cost savings on printed collateral, bathroom amenities and uniforms by leveraging bulk purchasing rather than properties purchasing individually prior to program implementation.  Before the program:

  • Properties offered only 3 bathroom amenities that were of lower quality, cost more,  not consistent across properties and were not uniquely CRH branded products.​

  • With significant cost savings properties were able to provide additional and better quality collateral with no increased spending.

• Improved customer experience as guest touchpoints were thoughtfully crafted and consistently implemented.

• Employee pride and feeling of belonging improved with CRH uniforms and investment into guest services program.

• Work performance improved with accountability and quality measurement program implemented.

• Improved sales and customer retention with cross-selling of properties.

• Implementation of formalized corporate orientation and training program for all properties