Lodging brand equity is based upon each property's ability to deliver on the core component of the concept while responding each day to specific needs of their clientele in a profitable way. The singular relationships among management companies, owners, brands, and other critical partners in hotel operations makes the success of selecting and implementing best practices far more complex than in many businesses. In this study we elicit and analyze best practices at both corporate and property levels to account for the particular relationships that exist inside the lodging industry. Many of the best practice cases feature core competencies that focus on factors critical to the success of this industry. These two levels of best practices are interrelated.
Employee satisfaction increases sales and profits.
A momentum builds that drives sales and productivity up while it pushes costs and employee turnover down. Finally, a key aspect of the lodging industry that calls for a creative approach to the study of its best practices is the pervasive presence of the customer at the core of service operations. That is, the organization and operation of the staff, the information systems, the facility configuration, the hotel environment, and other resources are part of the product the customer is purchasing and are important to satisfaction and repeat patronage. Moreover, even the numerous management practices that remain imperceptible to the customer are ultimately justified by the extent to which they contribute to some specific aspects of customers' needs and expectations. Therefore, it is crucial to assess customers' perspectives to have a comprehensive representation of the best practices in the lodging industry.