Residence Inn Cultural Strength Survey
Residence Inn’s legendary culture sets the brand apart from the competition and has been a secret to its success for decades. Measuring the strength of the culture is more important than ever, and above-property leaders are asked to encourage their properties to participate in the annual Cultural Strength Survey (CSS), open now through mid-May.
The results of the survey have shown a direct relationship between a hotel’s cultural strength and its business results. Residence Inn hotels with strong brand culture consistently demonstrate higher RevPAR, lower turnover rates, and higher guest satisfaction.
We’ve been able to prove this correlation through the way in which we measure RI’s cultural strength: the survey collects team member opinions about culture at the hotel by asking questions related to the seven components of the RI Blueprint. The CSS is different than an engagement or satisfaction survey; it is focused on brand culture.
Key Details:
- The CSS is currently live and will be available until May 12.
- Team members complete the 3-5 minute survey over the phone. They respond to questions by using the telephone key pad, and can prepare answers in advance.
- The survey is available in 9 languages, and is an opportunity for teams to give feedback on how the cultural Blueprint comes to life at their hotel and where they have room to improve.
- Hotels with at least 5 responses will receive property-specific results and a customized action plan using a tool called “The Residizer.” As a brand, we’ll use the results to determine service and culture priorities for the next year, including development of new training and resources.
To support your RI properties, plan to connect with your GMs to ensure they plan to participate this year. Work together to manage their competing priorities so they can carve out time for this important cultural tool. When results are available in June, work with your properties to analyze their results, and direct them to The Residizer for a customized action plan.
To supplement the cultural efforts at your hotels, make plans to be with your RI properties for RIsolution Day on May 23. Additionally, direct properties to the 2016 Story Collection, now available on MGS. These stories are the best of the best for RI and are shared for both recognition and training purposes.
We are confident this year’s Cultural Strength Survey will tell a very powerful story about the strong culture and performance of Residence Inn, and greatly appreciate your support.
