Hospitality Brand Standard

Cross-cutting brand standard

Overview of the standards;

Cross-cutting standards refer to those brand standards that cut across all section/departmental operations within a hotel or hospitality establishment. It’s clear that many well-established hotels are seeking big design changes to appeal to the more informed tastes of today’s sophisticated customer demands. And for many of them, this means looking outside of the hotel and delving into other building typologies to identify inspirational cues that will set them apart from the competition.

The following are the best practices across all operations within the hotel and hospitality industry;

Grooming, personal hygiene: CC/GPH

  • All associates at all times will wear name tags for easy identification to guests. The name tags will be branded with hotel’s name and uniform across the group.
  • All associates will always appear well groomed and well attired at all times.
  • Uniforms will be fresh and clean without any stains or creases.
  • Only discreet kind of jewelry and accessories will be worn. Nails will be trimmed and hair will be in conservative styles (No Dreadlocks).

Staff conduct: CC/C

  • All associates will pro-actively greet guests, smile and speak clearly in a friendly manner,
  • All associates will make eye contact, even in passing, with an acknowledgment to a guest with a smile.
  • All associates will create a sense of recognition by using the guest’s name, when known, in a natural and discreet manner,
  • All associates will be well informed about their hotel, its services, and facilities,
  • Associates will take ownership of a guest’s simple requests and if necessary, will pass along all details of the guests request to the appropriate associate so that the guest will not have to repeat themselves,
  • When directing guests, associates will always try and escort the guest to their destination and will never point out the direction,
  • Associates must refrain from telling the guests “No” and instead offer alternative solutions. Associates must never give the guest ‘excuses’,
  • All guest remarks, with respect to their preferences and habits, will be proactively recorded in the central guest history and acted upon appropriately,
  • In handling guest’s complaints or comments, associates will listen calmly and sincerely, apologize for any inconveniences and then precisely describe the action which will follow, and follow up immediately,
  • All associates everywhere, will all the time show their care and concern for guests well-being and safety,
  • All associates will display a high sense of personal integrity in dealings with guests, colleagues, and co-workers.

Guest’s call handling: CC/GCH

  • All calls will be picked within a maximum of 4 rings,
  • Callers will be put on hold for no more than 15 seconds at a time,
  • All calls will be answered with the relevant hotel phone greeting depending on whether it is an in-house or external call,
  • If an internal call from a guest room, associates will observe the guest name and use it in the conversation.
  • All calls will be handled with a ‘smiling voice’ by the associate and the associate should sound calm and organized,
  • Associates will not interrupt when the guest is speaking, listen to the entire request, comment, then respond appropriately,
  • Associates will repeat the entire request/order along with special requests where relevant,
  • Associates will disconnect the phone only after the guest has done so.

Cross-cutting brand standards form an overview of all the hospitality brand standards as applied in hotels and other hospitality establishments.


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