UniFocus Survey Shows Correlation Between Employee Engagement and Guest Satisfaction
July 11, 2017 8:39am
Best Western Hotels & Resorts Partners with UniFocus to Learn Key Finding
DALLAS – July 11, 2017 – Best Western Hotels & Resorts has successfully beta-tested UniFocus’ Pulse Survey solution in a group of its North American hotels to understand the impact of hotel employee engagement on guest satisfaction. Working collaboratively with a group of their independently owned and operated hotels, they gained a valuable new metric to quantify the value of hotel employee engagement.
That benefit became clear when UniFocus shared aggregated summarized survey results that Best Western was able to compare with brand-level guest satisfaction data. The results revealed a 0.4 correlation between hotel employee engagement index scores and guests’ intent to recommend the hotel to other travelers. Therefore, a 10-percent increase in engagement could reasonably result in a four-percent increase in intent to recommend, generating two to three additional rooms per night. Based on average occupancy rates and ADR at the participating hotels, that would translate into an additional $70-$100k in annual room revenue.
“We are constantly striving to increase engagement because we know that a motivated, satisfied workforce is essential to delivering excellent guest service. UniFocus’ Pulse Survey gives us an important tool to measure that engagement,” said Ron Pohl, Best Western Hotels & Resorts’ Senior Vice President and Chief Operations Officer. ”Projections based on results of our first Pulse Survey have been enlightening and we anticipate that further analysis will corroborate these findings.”
In addition, UniFocus partnered directly with participating hotels to provide them individual results. Each hotel received a detailed report showing its unique strengths and opportunity areas, in addition to an action planning tool to help plan, track, and improve employee engagement. Best Western Hotels & Resorts has made the opportunity to work with UniFocus available to all Best Western properties in North America to help each hotel improve guest satisfaction results.
Unobtrusive Pulse Surveys track engagement throughout the year, giving organizations instant insight into their employees’ perceptions that directly impact the guest experience. After extensive research, UniFocus has formulated a short pulse survey for staff to express opinions, enabling management to get to the heart of their concerns. Brief surveys conducted via mobile app are convenient and quick for employees, encouraging better response rates. Managers can compare results against company, property, division, or department averages and identify those departments that need immediate attention.
“As service organizations become more factually driven, there is a growing need for technology that translates employee perceptions into hard data, enabling management to identify and respond to key issues quickly in order to drive higher satisfaction and, ultimately, ROI,” said UniFocus founding partner and CEO Mark Heymann.
UniFocus provides significant competitive advantages to owners and operators of labor-intensive, service-oriented businesses, helping them quickly increase asset value by reducing labor costs and improving operational effectiveness, team engagement, and customer loyalty. The unique combination of better software, outstanding consulting services, and a performance guarantee make it the most effective and reliable integrated solution for optimizing workforce performance.
Contact: Brock Talbot
Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,200 hotels in more than 100 countries and territories worldwide. Best Western offers seven hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Executive Residency by Best Western®, Vīb®, BW Premier Collection® and GLō® Now celebrating more than 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and award-winning online and mobile booking capabilities. Best Western continues to set industry records regarding awards and accolades, including nearly sixty percent of the brand’s North American hotels earning a TripAdvisor® Certificate of Excellence award in 2016, Business Travel News ranking Best Western Plus and Best Western in the top three upper-mid-price and mid-price hotel brands for three years in a row, and Best Western receiving five consecutive Dynatrace Best of the Web gold awards for best hotel website. Best Western has also won eight AAA®/CAA® Lodging Partner of the Year awards, recognizing the brand’s commitment to providing exceptional service and great value to AAA’s 56 million members in the U.S. and Canada. Nearly 30 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. Best Western’s partnerships with AAA/CAA and Harley-Davidson® provide travelers with exciting ways to interact with the brand. Through its partnership with Google® Street View, Best Western is the first major company of its size and scale to launch a virtual reality experience for customers, setting a new industry standard and reinventing how guests view hotels.
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