Matt Peterson – Articles

This past year has been a tough one; a year which was, for many, filled with suffering and loss and I for one, alongside most others, could not wait for 2021 to commence. In reflecting on the last 12 months, I have consciously decided to adopt a different mentality for what lies ahead. I recently came across a quote from the theologian Paul Tillich which read “suffering introduces you to yourself and reminds you that you are not the person you thought you were.” It was followed by the comment, “suffering teaches us gratitude.” Wow.

As we fall into Fall, hospitality companies need to continue to think different. There is no playbook for a pandemic and what we may do one week can get turned upside down the following week due to a color scheme and algorithm that is supposed to tell us if we are “safe” to operate. Regardless of opinion and political views, one thing is certain – we need to continue to attract more customers and find new ways to activate revenue.

Many hospitality students and professionals around the world recently participated in AETHOS’ series of development webinars. These sessions offered attendees the opportunity to complete the 20|20 Skills assessment to gain a personal SWOT analysis to help them navigate these challenging times of occupational crisis and change. Interestingly, the attendees consistently voiced certain concerns and follow-up questions.

Many hospitality students and professionals around the world recently participated in AETHOS’ series of development webinars. These sessions offered attendees the opportunity to complete the 20|20 Skills™ assessment to gain a personal SWOT analysis to help them navigate these challenging times of occupational crisis and change. Interestingly, the attendees consistently voiced certain concerns and follow-up questions.

When traveling these days, it’s not so much about planning where you might be going, but about the experience getting there. There are new apps to help you along the way with fun, time-saving features. Without listing the “usually suspects,” here are a few new apps that might pique your interest and even start a dialogue:

Later this month the 25th Annual Lodging Conference will be held in Scottsdale, Arizona, an event that historically caps off the “conference year” for many in the hotel business. It is a time to reconnect with industry friends and colleagues, but it also gives us a few days to pause and reflect on the past year and speculate on the year to come. Heading into the event there are a number of agenda items that pique our interest, so let’s dive in.

Extreme competitiveness in today’s business world demands that hotel companies consistently outthink and outpace companies within and outside their immediate hospitality verticals. Such competitors include cruise lines, home-sharing, and other luxury or niche experiences like “glamping,” all of which constantly strive to dominate market share. Identifying and securing superstars for senior leadership roles is the cornerstone for ongoing company performance in branding and profit share. Here, companies must be forward-thinking by looking at the “best-in-class” talent from other segments and specifically those within the wider hospitality industry. This is not a new idea, but with the competitor set constantly evolving and broadening, hotel companies need to raise the bar on a continuous basis. This best practice makes sense and can be extremely effective when implemented thoughtfully according to a well-defined strategic purpose.

Over the first half of this year, I have been able to network and brainstorm with senior executives in the hotel, travel, and technology spaces. Although the conversations all came from slightly different angles, there were many similarities that all drove toward one core topic — the experience. Interestingly, “the experience,” as we have deemed it, didn’t just relate to the forward-facing guest or customer, but also to the employees and their needs and wants. The other common denominator, and this is not surprising, was the need for all-things-tech-related to be mobile-friendly. As we move into the year 2020 and beyond, 5G networks will be the new normal; speed, responsiveness, and immediate feedback will be at the forefront of every experience for the guest and employee.

Over the years we have seen many iterations of private clubs. From ale houses and social centers in key gateway cities across Europe, to golf courses and tennis resorts across the United States, private clubs continue to expand, grow and cater to those looking for a full-service experience. Today, it is less about a single activity or event and more about engaging with the membership and offering them a place to work, meet, play and eat – the full spectrum of offerings.

Hotel organizations in today’s global marketplace compete heavily, not just among one another but also with other service-focused verticals and customer-facing businesses, in attracting and retaining top talent. Robust compensation and benefits packages certainly help meet candidates’ conditions of satisfaction, but these are not enough anymore for retention in the absence of one specific benefit – namely, a company culture devoted to “employee engagement.”

Turning the page on another calendar year is always fun and reflective. As we look to 2019, there are some interesting trends and new technologies that should continue to impact the lodging industry. Following is a look into two specific groups, employee and customer experiences, and how we should continue to embrace technology so it can positively affect the bottom line.

A “leap year” happens every four years -- an extra day is added to the calendar to align it with the solar year. And in the span of just four years, it could be said that Preferred Hotels & Resorts has achieved many big leaps due to the strategic and cultural vision of its relatively new CEO, Lindsey Ueberroth. Since joining the company in 2004, Lindsey has helped solidify the position of Preferred Hotels & Resorts as an iconic global hospitality brand, a preferred partner for independent hotels and resorts, and a trusted resource for travellers seeking an authentic, independent luxury hotel experience. Today, Preferred Hotels & Resorts represents more than 650 independent hotels, resorts, residences, and small hotel groups across 85 countries.

Agnelo Fernandes serves as Senior Vice President of Sales & Marketing for Terranea Resort. Providing leadership as brand champion, he actively serves on Terranea’s strategy committee, as well as regional and corporate marketing committees with Two Roads Hospitality. With more than 25 years of experience, Agnelo held senior executive positions with brands including Canyon Ranch, Sonesta Hotels International and Rex Resorts.

There are five enduring core issues (and potential pain points) in HR – Compliance, Compensation and Benefits, Organizational Dynamics, Selection and Retention, and Learning and Development. Of course, each can be impacted by real or perceived changes in market conditions and advances in HR theory and practice. Thus, we have the rise of specific buzzwords and increased attention to particular hot-button topics.

At the Americas Lodging Investment Summit (ALIS) Conference in Los Angeles, much of the focus, not surprisingly, was on technology and connectivity with employees and guests. I sat down with Michael Bennett, SVP Global Marketing and Business Development for CENDYN, to discuss some of the latest trends and what is emerging in the technology space. Michael has been in the digital arena for more than 20 years and was most recently VP Marketing at White Lodging, overseeing both existing urban assets and their forthcoming lifestyle/independent properties.

Over the holidays, I sat down with Andre Zotoff, Vice President & General Manager of the iconic Hotel Del Coronado resort in southern California. The conversation turned to talent – how to cultivate and retain it – and Andre had an amazing story that deserves to be shared.

This time of year, I find myself reflecting upon the past 12 months, what I’ve accomplished, what I could’ve done differently, and what I’m planning on doing in the new year. Along with reflection comes gratefulness, and this year I am extremely grateful for my family and young son.

The start of this college and professional football season reminded me of a semi-cult football classic, “The Program.” In this coming-of-age movie the head coach pushes a college football team to do whatever it takes to win. At one point, a key player goes down with an injury and the coach asks the pivotal question, “Are you hurt or are you injured?” He goes on to explain, “if you’re hurt, you can still play. If you’re injured, you can’t.” This film inspired me to make a connection between one’s career path decisions and the “hurt or injured” distinction from the movie.

Studies generally show that assessment outperforms traditional behavioural interviews 4:1 in predicting job performance, so a targeted and valid assessment can give organizations a major competitive edge in identifying and retaining top talent. But that’s only the first part of the equation. The other part is to correctly choose and use these tools.

Greger/Peterson Associates, Inc., a retained search and advisory firm with offices in Los Angeles, CA and Portland, OR merges with New York-based AETHOS Consulting Group, a global executive search and advisory firm. Both firms are leaders in providing services to the Hospitality & Leisure industry, plus Greger/Peterson brings experience in Entertainment & Media as well.