In the competitive world of hospitality, creating memorable experiences for guests is paramount. During a recent ALP Hospitality Huddle, Randy Claybrook of Bent Creek Lodge near Asheville, NC, shared a brilliant strategy that not only enhances guest interactions but also boosts employee motivation: offering every staff member who interfaces with guests a $5 bonus for every 5-star review received.

The Incentive Strategy

Randy Claybrook understands the critical role staff play in shaping guest experiences. At Bent Creek Lodge, he has implemented an incentive program that rewards all guest-facing employees each time the lodge receives a 5-star review. This means every staff member interacting directly with guests, regardless of their specific role, receives a $5 bonus whenever a guest leaves a top-rated review.

Improving Staff Interactions

This innovative incentive program has a multifaceted impact on the quality of guest interactions:

1. Enhanced Service Quality: Knowing that their efforts are directly tied to tangible rewards, staff members are more likely to go above and beyond in their interactions with guests. This can range from providing personalized recommendations to ensuring that each guest’s unique needs are met with a smile.
2. Proactive Problem-Solving: Employees are more inclined to address potential issues before they escalate, understanding that their proactive approach could lead to positive feedback and, consequently, a bonus.
3. Team Cohesion: Since every staff member benefits from each 5-star review, there is a strong sense of teamwork and collective responsibility. This unity ensures that all employees work together to maintain high standards across all touchpoints of the guest experience.

Boosting Employee Motivation

Motivation in the workplace is essential for maintaining a productive and happy team. The $5 bonus per 5-star review serves as a powerful motivator in several ways:

1. Recognition and Reward: Employees feel valued and recognized for their hard work. This recognition can significantly boost morale and job satisfaction.
2. Shared Success: The collective nature of the reward fosters a sense of shared success and camaraderie. Employees are motivated to support each other in delivering exceptional service, knowing that everyone benefits from positive guest feedback.
3. Financial Incentive: The financial aspect of the incentive provides a direct, immediate benefit to employees, which can be particularly motivating, especially in positions where wages may not be exceptionally high.

Tangible Results

Since implementing this incentive program, Bent Creek Lodge has seen a noticeable increase in the number of 5-star reviews. Guests frequently commend the exceptional service, often mentioning staff members by name. This positive feedback loop not only enhances the lodge’s reputation but also helps in attracting new guests.

Furthermore, the staff at Bent Creek Lodge exhibit higher levels of engagement and satisfaction. The incentive program has fostered a culture of excellence and pride in their work, leading to lower turnover rates and a more cohesive team.

Reflecting on the success of the incentive program, Randy Claybrook shared, "I wish I could give credit for this idea to the original ALP innkeeper who shared his knowledge at the ALP Conference. I heard about this idea at my first conference. Today, this is our best marketing expense that drives positive customer reviews and new-future bookings."

Conclusion

Randy Claybrook’s innovative incentive program at Bent Creek Lodge is a testament to the power of recognizing and rewarding staff for their contributions to guest satisfaction. By tying financial bonuses to 5-star reviews and distributing the rewards to all employees, he has created a win-win situation: guests receive outstanding service, and employees are motivated to continually improve and excel. This strategy serves as an inspiring model for other independent lodging property owners and managers looking to enhance both guest experiences and staff motivation.