Training: Holiday Inn Bolstering F&B Consistency

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Justin Alexander said his dream is that Holiday Inn F&B will become so consistent from property to property that the brand can feel confident enough to run a national ad campaign highlighting F&B as a differentiator in the market. At the Holiday Inn Downtown in Rochester, New York, Alexander, director, brand experience, Holiday Inn Americas at InterContinental Hotels Group, led the last in a series of 11 conference-style CASH F&B summits, held across the U.S. and Canada. In the series, all hotel general managers and F&B directors received in-depth, in-person training focused on driving revenue, service, and consistency throughout morning and evening dayparts. Holiday Inn has never had this level of F&B training, Elisa Slaton-Eckel, training content director of F&B, told the group assembled in Rochester.

Justin Alexander, director, brand experience, Holiday Inn Americas at InterContinental Hotels Group
Justin Alexander, director, brand experience, Holiday Inn Americas at InterContinental Hotels Group

Alexander told Hotel F&B that Holiday Inn’s research has shown that guests are willing to trade variety for quality and service and “real restaurant” presentation. That revelation led to the creation of a strong core of required familiar, favorite menu items and optional choices for properties. Alexander said that 17% of value for guests comes from F&B.

By the end of 2016, all hotels in the U.S. and Canada, representing an expected 15,000 Holiday Inn hotel employees including all property leaders and line employees, will receive in-person or video training through IHG Frontline.

At the 2015 IHG Owners Conference, the Holiday Inn brand introduced its new CASH F&B service platform, which was created to ensure Holiday Inn hotels deliver consistently great good, with great service, at a great value. The impetus for the program is the recognition that F&B is the second highest driver of overall guest satisfaction, second only to the guestroom.