Upcoming guestVoice Implementation and Global Quality Changes
Note that related information was provided to hotels via the May 29 Week Ahead e-mail and May 30 Change Champion webinar.
We continue to focus on the consolidation of former Starwood-branded hotels’ GEI and Brand Health programs into Marriott’s Global Quality program by implementing one, global, guest feedback and quality program. Consistently defined standards and an effective assessment process across Marriott’s newly-combined portfolio of brands will drive consistency and cost efficiency. As we look toward the second half of 2017, we want to ensure you are aware of the upcoming key Global Quality changes.
Accountability for guestVoice Intent to Recommend (ITRec) Guest Satisfaction Survey (GSS) Scores Begins July 1, 2017
Marriott’s Accountability Program uses GSS and Brand Standards Audits (BSA) to measure customer experience and ensure properties deliver the full brand promise. Global Quality BSA and GSS accountability thresholds then categorize a hotel’s performance classification which defines compliance to guest satisfaction and operational standards. Under-performing hotels will obtain a failing (“red zone”) status in Marriott’s accountability program. This will result in a formal notification to the franchisee (and lenders, if required), potential charges, and, if unaddressed, a potential de-flagging of the hotel.
In January 2017, we successfully launched guestVoice to all former Starwood hotels and feel confident in hotels’ ability to respond to guests and produce operational insights from the guest feedback tool. Beginning July 1, 2017, all former Starwood hotels using guestVoice will be held accountable for meeting defined GSS ITRec thresholds for their continent to drive the guest experience.
Marriott International’s expectation is that all hotels in the Americas, regardless of brand, perform at a minimum of 55.0 on ITRec. However, we recognize the operational disruption caused as former Starwood-branded hotels transition onto Marriott systems, processes, and policies; as such, additional time will be provided to achieve the minimum performance levels. Starting in July, the passing ITRec score for former Starwood-branded hotels in the Americas will be 50.0. This threshold will then increase, based on a review of portfolio performance, with the expectation that by 2019, all hotels and brands in Americas will have a minimum passing level of 55.0. To view the chart of thresholds, click here. Hotels will also be expected to respond to guests that report a negative stay within 48 hours by complying with the 48-hour response standard. Failure to do so results in lost points on the BSA.
Implementing a Consolidated Brand Standards and Brand Standard Audit (BSA) Program Beginning June 2017
Another key component of the Global Quality program is the brand standards and coordinating BSA. In June, Marriott will launch a consolidated global database on Marriott Global Source (MGS) of all Starwood and Marriott brand standards. Under Marriott’s brand standard program, all regional and brand variations are written into the standard, and there will be no waivers or variances moving forward. For the most part, all standards were shifted over from StarQA and migrated into the existing Marriott standards.
Following the launch of standards, in July, the BSA for the first group of former Starwood-branded hotels, which includes Sheraton, W, Four Points, Aloft, The Luxury Collection, St. Regis, Westin and Tribute, will be published. The BSA for the second group of hotels, Element, Le Meridien, Residences and Design Hotels, will be published sometime in 2018. Beginning in August, all group 1 hotels (that are open by 6/30/2017) will receive a third-party conducted practice, or information only, audit to prepare for accountable BSAs to begin in January 2018. It is expected that the BSA thresholds will be published in November after completing an analysis of hotel performance on the BSAs.
Marriott Renovation Program
The final component of the Marriott Accountability program is adherence for the Renovation Program. Under this program, hotels are required to complete property renovations that are aligned with the timelines and components per brand standards. Accountability for the Renovation program will be phased in throughout 2018 and 2019.
There are a variety of tools and resources available to help you understand the Global Quality program and the changes for former Starwood-branded hotels. To learn more, register for the Global Quality Overview Webinar to hear from Global Quality subject matter experts on Wednesday, June 14 at 3 p.m. ET.
Should you have any questions, contact qa@marriott.com. Thank you for your commitment to Global Quality and ensuring the continued excellence of Marriott’s combined portfolio of hotels.
