I was reading an article by F.H. Benzakour, “A strategic Path to Success in the Hospitality Industry.” Some of the challenges that he speaks of are similar to ones I see in Senior Living. If we think about Senior Living with the same spalsh of hospitality, we start to see some of the same things Mr. Benzakour speaks of:
- Competition will continue to rise
- Members are demanding additional and better service
He goes on to speak about employees, “I think they are even more important than the customers.” He makes it a mission to empower his employees to seek more education. Benzakour addresses change and innovation, member statisfaction, community support, and marketing.
“This Book is really about working with the people you manage. I’ve put together 12 golden rules or keys that evey manager should know. These rules could apply to any business. Each on is extremly important for success in the hospitality industry. It goes beyond what is taught in business schools”
In speaking of marketing he gives some key points:
- Post Daily
- Display social media links on your website
- Advertise in emails, blog/vlog posts, and digital displays
- Write meaningful content. It has to get throght channel algorithims so they need impressions.
- Follow your customers on all social media channels.
- Track discussions and comments about new trends that could be offered
- Reply to all your feedback
- Make the most of real time data
In his latest book, The 12 Golden Keys to Hospitality Excellence, he covers key strategies such as over investing in people, celebrating diversity, be a student of the obvious, and innovate or die.
Mr. Benzakour goes on to list a library of books for additional reading and stress the importance of CEO coaching. This is not his first rodeo, He has spent 25 years on the front lines, defending country clubs, as an industry declined. He holds his MBA from Cornell University and is a Professor of Contemporary Club Management at Fairleigh Dickinson University. He has been listed in many club and golf industry publications.
If you want to learn more about F.H. Benzakour check out his book below or at his website frankbenzakour.com
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