Ashler Hospitality Corporation

The success of a new hotel depends to a very large extent upon the preparations undertaken prior to its opening. These preparations consist of marketing and public relations, staff selection, systems and procedures, purchasing, training, and a multitude of sub-tasks that must all be undertaken from the beginning of construction through to the arrival of the first guests.

It is quite common for new hotels to require as much as 3+ years before their full market share is obtained and their operations function without ‘bugs’; i.e., the hotel ‘stabilizes’. However, the manner in which the pre-opening tasks are completed will determine the relative ease with which the hotel will open and the length of time required for the property to ‘stabilize’.

The following outlines the critical functions that Ashler undertakes:

Ashler prepares a Marketing Plan addressing the pre-opening period and the hotel’s first three years of operation. The document outlines the near-term tasks to be undertaken in marketing, sales and public relations as well as identifying the characteristics of the individuals to be involved. These characteristics assist in selection of the appropriate staff and/or external support required.

While location and facilities are important, it is the staff of a hotel that provides the service guests receive and is therefore critical to the hotel’s success. The process of building a hotel’s staff begins with the selection process and must be followed by suitable training. The major aim is to establish operating practices that reaffirm the importance of each staff-member and builds overall morale.

Certain key positions such the General Manager and Director of Marketing are required to be filled quite early in the development process. As the time of opening approaches, marketing personnel, department leaders and finally front-line staff will all be required.

Ashler defines the specific positions required by the hotel and then undertakes the selection/hiring process.

The day-to-day operation of the hotel will be governed by a series of policies, systems and procedures regarding every aspect of the property. Ashler’s role includes selection of the necessary computer systems (property management, reservations, telephone, etc.) along with the installation and set-up of these systems within the property. Also important will be establishing a link to the central reservation system of the franchise brand and a GDS system utilized by travel agents.

Apart from the computer-based systems, operating procedures will need to established for front desk, reservations, housekeeping, laundry, auditing and accounting including revenue and cash control, along with a multitude of other aspects.

Ashler has developed standardized policies and procedures for the hotels we already operate and will adapt these to the specific requirements of the proposed hotel.

Long before the hotel opens Ashler will identify the numerous items that will be required in the daily operation of the property. This will include specialized equipment such as washers and dryers as well as linens, guest supplies (soaps, shampoo, etc.), housekeeping and cleaning supplies and equipment, light bulbs (energy efficient), paper supplies, office equipment and supplies, and the multiple other items that will be required. As the time of opening approaches we will then undertake to acquire these items and arrange for their safe storage.

Familiarization and training of front-line staff will begin before opening. The process will involve specific instruction of computer and other equipment along with procedures to be used in answering telephones, taking reservations, cleaning rooms, storing supplies, addressing guests and every other facet of the operation.

Here, Ashler provides the necessary guidance and training using video tape, direct instruction and role-playing.

The process of opening a new hotel clearly involves a range of tasks each with specific timetables. Moreover, these tasks must be synchronised with the on-going construction and equipping of the building. Ashler provides the co-ordination necessary to complete these tasks and prepare the hotel for its first day of operation.