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BOOK
“US” contains the cultural beliefs of Trust Hospitality.
Trust Hospitality is a professional full service Hotel management company. The organization exists to assist hotel owners in maximizing their investment value.
Our Beliefs
The Components of our Culture
Our Guest Service Standards
Our Associate Communication Standards
Quality Six Improvement Process
Our Dedication to Communication
Our Beliefs
The Components of our Culture
Our Guest Service Standards
Our Associate Communication Standards
Quality Six Improvement Process
Our Dedication to Communication
We are a unique company because we feel that in order to maximize the owner’s investment value, we need to invest in our associates. We regularly ask our associates what is most important to them in the workplace as well as inquire, “how are we doing” as a company. In a recent team discovery mission we asked the entire Trust population to define our “ideology” or “belief” in other words, to talk about “us.” This book is the result of our company-wide efforts from the past to the present...
CONTENTS
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us • 04
CULTURE (kul’chεr) noun.
• The skills, customs, etc, of a given people in a given period.
• Improvement of the mind, manners, etc.
• Development by special training or care.
us • 05
You’ve made the right choice If you want to work for a company that has a culture that appreciates you as an individual. We believe that your personality and your talent will take us places we need to go!
DID YOU KNOW? YOU ARE THE HEART AND SOUL OF OUR COMPANY.
We’ve made the right choice If you are extremely enthusiastic about what you do, are obsessed with the process of connecting with people and really want to have fun in the workplace.
us • 06
When you are inspired by some great purpose, some
extraordinary project, all your thoughts break their
bonds; your mind transcends limitations, your consciousness
expands in every direction, and you find yourself in a new,
great and wonderful world. Dormant forces, faculties
and talents become alive, and you discover yourself to be a
greater person by far than you ever dreamed yourself to be.
Patanjali, 1st-3rd Century B.C.
us • 07
“ “
5
1234
We are an organization committed to integrity, honesty and a passion for quality and innovation.
We have associates that love the human race, are energetic, “show their teeth” and are proud of where they work.
We support an environment that allows our associates to grow personally, professionally and financially.
We create positive memorable experiences for every guest.
We work hard and have fun in the workplace.
BELIEFSus • 08
we profit by living these ideals.
Culture is the glue that holds our organization together. In all organizations, formal and informal values, philosophies and norms, interact and overlap to create the fabric we call culture. Trust is no exception. Our values, philosophies and norms are so tightly meshed that they have created a strong culture, a uniquely “us” culture. Values are deep seated beliefs about the world and how it operates. They are the emotional rules that govern our behavior and attitudes. Values determine our choices, including those we make in an organizational context. Value driven decisions determine organizational outcomes and a company’s operating strategy. In an effort to help you understand the uniqueness of our culture, we have identified the dominant values we’ve developed over time. These values - as defined in our core ideology are - integrity, honesty, passion, quality, innovation, love, energy, pride, memorable service, fun, and profits.
Components of Trust’s Culture
HONESTY
INT
EGRITY
We striv
e to be
truthfu
l, hone
st
and do
the rig
ht thin
g in ou
r
dealing
s with
associ
ates, g
uests
and ve
ndors.
“We d
o what
we
say we a
re goi
ng to d
o” and
“We a
re who
we say
we
are.” I
ntegrit
y give
s
us tru
st & cre
dibility
,
without w
hich w
e
have li
ttle if a
ny
influen
ce.
We are open and genuine.
We give up being popular
for being truthful as we
know that evasion of the
truth enables associates
and guests alike to continue
operating with deficiencies
that are detrimental to their
success and well being.
us • 09
Nothing ever becomes real Until it is experienced.
John Keats, 1818““
us • 10
SHOW THEIR TEETH Smile, smile, smile! We take the competition seriously, but not ourselves. Service that is fun and makes them laugh helps to insure our guests’ experience is lasting.
RIDE We work together to create a community. Hard work pays off for our families –we are happy to be here and it shows.
EMORABLE EXPERIENCES Our guests must be spoiled! Seek to serve rather than be served. Treat others as we would like to be treated ourselves.
UN Our environment fosters laughter, happiness, play, humor and creativity. We reject the idea that work has to be serious in order for people to accomplish great things. We believe that when our associates are having a good time, they are more stimulating and more themselves.
ROFIT The belief that our company’s profitability drives our company’s growth and is directly linked to incentives and job security. Profitability is the key to shareholder return and a huge factor in Trust’s credibility in the industry. We strive to help our associates learn how their individual contributions make a difference in what distinguishes Trust from a lot of other companies. We treat our associates like partners and owners, who not only have a right to this information, but more importantly, need to know it in order to do their jobs effectively.
P
M
F
P
ASSION We exhibit an intense and unwavering desire in everything we do. We jump in with both feet and “play to win”. We discourage timidity, hesitation and encourage optimism and creativity.
UALITY We strive for excellence and continuous improvement in everything we do. We shall challenge our processes and our people to be better. We listen to our customers and associates and let it be known that everything is subject to change in the pursuit of excellence.
NNOVATION We seek out change by allowing our associates to be themselves. We support diversity of thought and opinion as well as diversity in the make up of our workforce. Liberating our associates to express their true gifts and talents is one of our goals.
OVE THE HUMAN RACE We choose to conduct business in a warm, attentive and caring way. Our associates are expected to care about people and act in ways that affirms their dignity and worth. Our associates live like this daily through kindness and patience when communicating with each other and our guests.
NERGETIC We are lively, enthusiastic and moving fast. Getting things done and having a bias for action plays a huge role in our success.
P
Q
I
L
E
us • 11
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We don’t care how it happened; let’s just get it fixedAll employees are to promote guest relationsContinual career development for everyone
Diplomacy, courtesy, professionalism without superficialityTeam player for the overall success of the company
Everyone must be approachableEveryone must be self motivated
Everyone must develop leadership skillsEveryone must continuously learn new skills
Everyone must respect one another and be cordial
Everyone’s voice must be appreciated & heard
Heroic deeds are essentialManagement should do what they said they are going to do
Management should be made of high integrity peopleReliability is key
Talent is no excuse for bad behaviorTrue hospitality champions train hard
LIKES
us • 12
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Abuse of power or positionAny disrespect from anyone to anyone else
Backstabbing Being late to meetings
Betraying secretsBullying
Clients or guests who abuse our peopleCross departmental rivalry
Dealing in blameFighting - at any time
Gossiping, whining, complainingHiding from accountability
Lack of teamworkManagement through intimidation
Managers who are not good coachesNon-compliance with standards
People calling in sick when they are notPeople who don’t hold up their end of the deal
People who try to make their own rulesScreaming at one another
Shirking or dumping responsibilitySlacking is not acceptable
Speaking badly about our guests
DISLIKES
us • 13
STAND
. . . ..
OUR GUEST SERVICE
The ZoneThe 10 & 5 Rule
Make Eye Contact & SmileSpeak First, Speak Last
Looking Good! (The 3 Ps)Personally, Professionally, Property
Hit A Phone-Run!Show Up A Winner
Cover All Your BasesKeep Practicing
Make It HappenSay “Yes!”
Give Them Your WordLook For More
Friend For LifeMake It Memorable
Go Above-and-BeyondInvite Them Back
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CONTENTS
us • 14
how do we do what we do so well?
us • 15
“The 10 and 5 Rule” defines the Zone. It is based on two imaginary circles that surround you at all times while on property. Picture yourself standing in the middle of one circle that is 5 feet from you and another placed 10 feet from you.
THe. . . ..The 10 & 5 Rule
us • 16
• Know the power of your smile• Visualize positive body language• Use your smile as a sign that you are there to help (Show Your Teeth!)• Maintain just the right amount of eye contact (How much is too much?)
The moment a guest enters the 10-foot zone you should stop your current work activity and…
. . . ..Make Eye Contact & Smile
. . . ..Speak First, Speak Last• Approach and greet the guests with a happy “Good Morning” or “Good Afternoon” etc.• Make the guest feel important—use their name, ask them questions about their stay• Wish them well and when appropriate, thank the guest
While in your Zone, tune out mental and physical distractions and turn your entire attention to the guest. Make sure you approach & greet the guest before they greet you and offer assistance before you are asked.
When A guest enters the 5-foot zone, we...
be yourself. use your personality!
us • 17
personally
Personally, bathing, brushing your teeth, combing your hair, avoiding heavy fragrances, applying deodorant, keeping your nails trimmed and chip-free should be routine.
LOOKING GOOD!Looking great at all times is the responsibility of each of us.
professionally
Professionally, our attire or uniforms are to be clean, freshly laundered and properly fitted. They should be free from holes or tears. Personal phones need to be turned off while on duty. Polish your shoes. Choose to wear safe shoes. Limit your jewelry. Be conservative with your hairstyle (trimmed & neat). Be tasteful with makeup and nail color. No gum chewing. Show your teeth!
property
At our Property we take pride in picking up litter & straightening clutter, reporting stains, broken stuff or unsafe conditions, and using equipment properly.
. . . .. . . . ... . . ..
us • 18
inners show up with a winning attitude… Good phone etiquette is a call away! (How do we show up a winner each & every day?)
Today’s guest is looking for an efficient connection. Winners maintain supreme phone standards by answering before the third ring with the proper greeting.
The Trust standard greeting for all incoming calls is:“Good (morning, afternoon, evening), Name of Your Property!”• Impress the caller with your style• Always answer in a friendly tone and speak clearly, with energy.(Do you think that those associates answering the phone have some impact on the hotel?)
Show up a winner
us • 19
HIT A PHONE-RUN!. . . .. >>
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Let the caller finish their statement or question prior to respondingAvoid using slang words
Offer your name to lend credibility and build rapportLet the caller hang up first
KEEP
PRACTICIN
G
[Keep These Things in Mind:
Internal calls should also be met with an understandable, enthusiastic greeting:“Good (morning, afternoon, evening), Housekeeping”
Lastly, as a call is being transferred, we want to say:“My pleasure!”
• Ask permission to put them on hold.• Keep the caller informed if they remain on hold.• Advise the caller who it is you are transferring them to or who will be calling them back.
all your bases
Always use the caller’s name when you know it:• Use “Please” and “Thank you” each and every time.• Take good messages.• Repeat back the phone number and message to assure accuracy.• Please answer the telephone wherever it may be ringing.
(Let’s listen to how other businesses answer their phones—what are they saying to us as the customer?)
• Announce the caller and his/her request to whomever you are transferring the call.• Properly receive a transferred call by acknowledging the caller’s name and request, and by giving him/her your name.
Be sure the caller agrees to your next move.
[
us • 20
us • 21
Trust empowers Associates. The definition of “Empower” is: To authorize, enable or allow. We want you to take the “Initiative,” which is defined as: The ability to originate or follow through on a plan of action or task. When you take “Initiative” and become “Empowered,” you “Make It Happen” on the job.
makeit. . . ..Guest Service Standard
us • 22
• Use your creativity• Think of ways to do things better• Set your expectations high
• First, listen to what they say (or don’t say).• Ask questions to be sure of yourself.• Say, “Yes!”• Look for ways to meet the most difficult requests and handle immediately. (What does “immediately” mean to you? To our guests?)• Overcome doubts by thinking “Yes!”
be flexible when possible, look for reason to say “yes!” & use creative thinking in unusual circumstances.
. . . ..Say, “Yes!”
. . . ..Give ThemYour Word.• Stay with a request until it is completed.• Follow up & ask the guest if they are happy.• Make commitments you know you can keep.
Giving your word means that you own the problem or request all the way.
Look for more...
• Deliver only your best each and every time• Question a process or procedure that doesn’t make sense or that doesn’t work well.
us • 23
UH-OH.Too often, frustrations associated with travel can bring out the worst side of the nicest guests.
When things go wrong it’s your time to shine! We see problems as opportunities.
us • 24
• Listen. • Apologize (for problems). • Determine course of action with the guest.• Do it immediately – on the spot!• Get supervisor involved (if necessary).• Keep the guest informed.• Thank the guest.
If the situation is very dramatic, Keep the following in mind:• Remain calm; bring down the emotional intensity.• Move the interaction to a private area, preferably an office.• We empower you to take action.
take action & do the following:When faced with a guest complaint,
other actions to take: • Ask the guest to respond to basic questions, which helps lead them back to a more rational thought process.
• Avoid placing blame – focus on fixing things to the individual’s satisfaction.
• Let the guest know you are going to do everything possible to assist them, but you will require their cooperation.
• Be confident about decisions but do not argue with the guest about company policy.
• Where profanity is being used, let the guest know that this type of language is unnecessary.
• Call for assistance if you feel in any way that you are physically in danger, especially where guests seem to be under the influence of drugs or alcohol.
• Never take their emotions personally.
As a professional you can turn any problem into a means for building guest loyalty. Remember, easily turning a negative into a positive is a skill that is learned over weeks, months, years.
(Do you feel that when you own the problem you own the guest’s stay?)
us • 25
Makeit• Help to create an unbelievable experience.
1 Action + 1 Action + 1 Action = Happy guest
• Treat the guest as if you own the place.• Personalize the experience, get involved.• Remember them by name.• Show your brilliance by being knowledgeable about your hotel, the neighborhood, local attractions, directions, etc.
FRIEND FOR LIFE
us • 26
We want to wish our guests a fond farewell. Give them a hearty “Goodbye Mr. & Mrs. So & So.” Show your teeth. Let them know we appreciate them and that we would like to see them again.
We have yet to receive a complaint about over-delivering... Seek out opportunities to do more than what is expected, and they’ll be talking about us to their friends.
(How are we going to seek out opportunities?)
andGo Above And Beyond!
• Always be at their service.• Always add the special touches.• Always do more than they ask.• Always take them where they need to go versus pointing them in the right direction.• Never ask the guest to do something you can do for them!
invitethem
The way each guest is treated throughout their stay becomes the framework from which they will base a return visit. We want our guests to feel important and for them to know that we cannot wait to welcome them back. The art of creating a unique environment, anticipating or remembering our guest needs and enthusiastically approaching each situation with a smile, will bring us this Friend for Life!
us • 27
the greater danger for most of us is not that our aim is too high and we miss it, but that it
is too low and we reach it.Michelangelo, 1475 - 1564“ “
us • 28
• I make myself available to my associates so they can talk with me.• I know all of my associates’ names and speak to them by name each day. My associates talk often to me.• I share information, including good news and bad, with my associates on a regular basis.• I encourage associates to come to me with ideas and problems.• I put aside what I am doing and give associates my full attention when they talk with me.• I calmly thank associates when they bring me bad news.• I sincerely thank associates for their ideas and input.• I hold regular “Listen and Respond” sessions in order to encourage brainstorming and communication.
n a day-to-day basis you will guided by your Property Management Team. These dedicated individuals are there to answer your questions, to show you the way and to make your transition to your new job easy and fun. Many are seasoned professionals that understand the industry, guest service and the importance of being a good manager. Your Management Team is dedicated to 100% associate satisfaction!
propertyO team
standardsAssociate
us • 29
• Everyone in the organization is responsible for continuous improvement. Everyone solves problems – not just management.
• Anything can change if it will make it better.
• There are two kinds of customers at Trust – the guest and the associate. Whatever does not meet or exceed customer expectations is not quality.
• Poor quality costs money.
• Top Management drives change for improved quality.
• To do whatever it takes to delight guests can only occur when associates work together, are trained and have the power to make improvements.
• All of us are dedicated to meeting our external and internal guests’ needs. Your personal commitment to a work environment that is based on quality is one of the most important things you will do each day on the job.
(Who are your internal guests?)
The Total Quality Management process is built on several key assumptions:
us • 30
Phase1Select a team and introduce the basics.
Phase2Identify the problem. Analyze data.
Phase3Brainstorm solutions to the problem.
Phase4Use the tools to evaluate the possible solutions.
(Flow Chart, Pareto, etc.)
Phase5Develop an implementation plan.
Phase6Measure and track results.
Improvement processQuality Six is a customer-focused strategic and systematic approach to continuous improvement in quality, service and innovation.
SIX
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One method to let you know what is going on is done during our Meet and Greets.
Another means of communication is the Associate Information Center.
communication
These brief but informative daily company wide meetings are aimed at preparing you to deliver exceptional service by having all of the information you need to understand the day’s demands. In these meetings the group facilitator will share with you the occupancy, arrivals, departures, in-house groups and VIPs. We also discuss our Beliefs, Guest Service Standards and Quality Six practices.
A.k.a Bulletin Boards. This designated area includes Legal Posters, Accident Prevention and Safety Tips along with Guest Comments, Special Recognition Awards and Company Updates. Make sure you check the Information Center monthly to see that you are current with what is going on at your property.
Your management team is dedicated to continuous, on-going communication.
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[
us • 32
Also, look for the quarterly Newsletter, “Trust Checks In!” We welcome any articles, pictures, cartoons, jokes, recipes, words of wisdom & comments that you may have!
Our Listen and Respond Sessions are conducted on a monthly basis and at different times at each of our properties. These informal meetings are conducted by managers with randomly chosen associates and last approximately 20 minutes. By keeping the size of the meeting small, attendees are encouraged to discuss all aspects of their job and perceptions of the property. This is your chance to make the management team aware of your feelings so that we may be proactive where you are concerned.
Trust’s Open Door Policy is a process by which you may go to anyone on your management team or the Trust management team to discuss what is on your mind. We welcome any and all concerns, questions or suggestions.
Trust Corporate in Miami, FL (305) 537-7044www.trusthospitality.com
Your management team is dedicated to continuous, on-going communication.
us • 33
when you work you are a flute through whose heart the
whispering of the hours turns to music. to love life through
labor is to be intimate with life’s most inmost secret.
all work is empty save when there is love, for work is love
made visible.Kahill Gibran, 1883 - 1931
“ “us • 34
TURN ‘WANT TO’ INTO ‘CAN DO’Simply think to yourself...
“I can control the attitudes, emotions and actions of complete strangers by my own attitudes, emotions and
actions.”
I KNOW THAT WHEN I...
Smile at others, they will smile back at me.
Am kind to others, they will be kind to me.
Am courteous to others, they will be courteous to me.
Am friendly to others, they will be friendly to me.
i see that if i...
Frown at others, they will frown at me.
Am mean to others, they will be mean to me.
Am rude to others, they will be rude to me.
Am hostile toward others, they will be hostile towards me.
. . . ... . . ..
us • 35
I have received a copy of “US” - The Cultural Beliefs of Trust Hospitality.
I know that taking positive action as described in “US” is what I must do as a Trust Associate & as a valued team member.
Today, I participated in a training seminar and I am familiar with the following:
• Our Beliefs.
• The Components of our Culture.
• Our Guest Service Standards: The Zone Looking Good! Hit A Phone-Run! Make It Happen Friend For Life
• Our Associate Communication Standards.
• Quality Six Improvement Process. Meet and Greets Communication Centers Listen & Respond Sessions Open Door policy
Name: ____________________________________________ Date: _________________
Property at which I work: _______________________________________________
Trainer:_______________________________________________ cc/Associate file
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Nothing ever becomes real UNtil it is experienced.
John Keats, 1818
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““
I ntegrity is the foundation and honesty is the super glue that binds our team together. Passion for quality and innovation means that we are intensely enthusiastic about doing what we say we are going to do. Love... We are into you and your super-hero ability to be good to those around you by smiling, by caring and by living in the moment. Expand your mind and then enlighten the rest of us. Take advantage of company training-there is a log that’s available. Make suggestions; take action, leapfrog ahead into a promotion. Guests think there is something in the water because they can’t wait to tell their friends about this hotel they stayed at... our guests thank us for a “job well done.” We like hearing laughter and laughing ourselves. There’s something in this for each of us. The future belongs to those who prepare for it. Integrity, love, living, learning, passion, laughter, smiling.
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