Soon it will be that time of year again, when people think about spring cleaning. But one valuable thing hotel franchise owners should not take out with the trash, are the many resources offered to them as a result of a brand affiliation.
This sounds like common sense, but in more than two decades in the industry, it’s never failed to amaze me how often franchisees fail to take advantage of the many tools and supports brands make available to them.
This can include basic operational support—like training programs, revenue management, technology upgrades, and feedback on product quality and service levels. But it also includes participating in regional meetings, brand conferences, and other brandwide learning events.
I’m sorry if it sounds harsh, but I have little sympathy for franchise owners who do not avail themselves of resources a brand makes available, and then later complain about underperformance or lack of support.
We have little of this problem at La Quinta, where our franchisee participation is strong, and where we expect an outstanding turnout at our annual conference in Boca Raton, March 6 through 9.
But the overall message should be clear: Ignoring band resources is not only neglectful hotel ownership—it is like leaving money on the table.