5 Things General Managers Can Do to Improve Market Share (and Beat Their Competitors)

Marketers have proven that creating a relevant product that is different from what their competitors offer is one of the key ways to retain guests and acquire new ones. As hotels start the slow process of reopening, those who figure out what is important to customers in the upended 2020 world will be the clear winners at shifting demand, and resulting market share, toward their hotel.

In my research of watching consumer behavior and trends, we see a new type of customer emerging: one who wants a greater degree of emotional connectivity, not only with their friends and family but also with service providers. Gone are the days of fast, efficient service with a smile. The new world of 2020 requires marketers, hoteliers, and financial-bottom-line watchers to embrace the concept that, after months of isolation, customers are looking for service that is caring and empathetic and acknowledges the need for belonging.

General managers who shift their priorities to their teams will see higher employee and guest satisfaction, which leads to improved market share and, ultimately, better financial results.

Here are 5 ways to do that:

  1. Attend to the emotional needs of the customer by first paying attention to the emotional needs of hotel employees. Encourage relationship-building with each other and reactivate empathy skills.
  2. Tear down the silos between hotel departments. Develop cross-departmental collaboration so that staff works together to respond to guest requests and unspoken needs creatively and effectively.
  3. Create a ‘can-do’ culture across the hotel team that features adaptability. This is important, as many employees will be required to be flexible in doing their current job differently or, possibly, completely different jobs from what they had before the virus.
  4. Cultivate leaders who embrace emotional connection with their team while they remain adept at addressing difficult issues with empathy and compassion.
  5. Transform the entire organization and become the best hotel to work at.

Develop a differentiated product by shifting to focusing on employees. Paying attention to their emotional needs will create an environment of collaboration, belonging, and positivity. This will ultimately make your hotel the hotel of choice for both customers and employees.


"Customers will never love a company until the employees love it first."
Simon Sinek, author, Start with Why

Take the Next Step Now

Hire Jo-Anne to:

  • Develop empathetic employees.
  • Convert the organization so it can thrive during constant change.
  • Remove silos and other barriers to employee productivity.
  • Support your leaders with leadership coaching.
  • Create a healthy organizational culture.
  • Engage a trusted advisor for consultation and recommendations.

If you would like to hear more, simply reach out to Jo-Anne at
[email protected].

About Jo-Anne Hill

Jo-Anne is an industry expert who founded JH Hospitality Consulting to help hotels around the world dramatically improve revenue and profitability in creative ways. Her strategic thinking, skill, and practical approach to problem-solving come from hands-on experience at companies such as The Ritz-Carlton Hotel Company, Four Seasons Hotels & Resorts, Mandarin-Oriental Hotel Group, Dorchester Collection, and Shangri-La Hotels & Resorts.

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