The words you are searching are inside this book. To get more targeted content, please make full-text search by clicking here.
Discover the best professional documents and content resources in AnyFlip Document Base.
Search
Published by delia.lawas, 2018-12-16 07:13:00

AAJA Orientation

AAJA Orientation

Bem-vindo

Bienvenue
ยนิ ดตี อ้ นรบั

Bienvenido

Willkommen

欢迎

Καλώς ήλθατε

ようこそ

Welcome

Benvenuti

환영합니다

‫مرحبًا‬

Discovering Anantara
service excellence programme

Welcome to Anantara

We believe that:

• When our team members are happy,
they deliver great service

• When guests experience great
service, they are happy

• Happy guests make our business a
success

Welcome to Anantara

As a preferred employer, we:

• Encourage personal growth
• Believe in open doors
• Look for open minds
• Support local environments and

communities
• Behave with integrity

and honesty

Programme overview

Day 01

Creating loyalty Discovering Anantara The Anantara voice

What are brands about? Our history Everything communicates
Strong brands inspire loyalty Brand promise
What drives loyalty Brand values Recognizing
opportunities and
Day 02 The Anantara guest crafting solutions

Telling your story Who is the Anantara guest Service netting
Exceeding expectations Service recovery
Why tell a story?
Crafting a compelling story
Supporting our brand

Creating loyalty

Learning objectives

At the end of this module, team members
will have a clearer understanding of:

• what brands are about
• how a strong brand inspires loyalty
• how to help drive guest loyalty

Introductions

Everyone will share at the table:
• Name
• Role
• How long you have been at the property?

• What brand are you emotionally connected to?
• Why?

What are brands about?

A brand is more than a product or service

It is more than a logo or a slogan

A brand is a promise

It is the feeling that you get when you use the product
It is the experience it provides you

World recognized brands

Why Is Loyalty Important?

Benefits of a strong brand

1. Pricing advantage
2. Team member pride
3. Customer loyalty
4. Word of mouth
5. Defuse anger and rumour
6. Pave the way for new products to have a

chance to succeed

What helps build customer loyalty

1. Deliver product quality and consistency
2. Execute excellence along the entire experience
3. Personalise guest service
4. Connect emotionally with guests

Which would the guest choose?

Brand A Brand B
In an exotic country In an exotic country

Swimming pool Swimming pool
Spa Spa

Great food Great food
Things to do Things to do

How would a guest choose?

Promoters

Customer-Team Member Advocacy

Customer
Loyalty

Customers as Team Member as
Promoters Brand Ambassador

Excellence, The Brand
Trust, Value

What I discovered

Based on what you have learned
today, what will you do differently
when you get back to work?

Thank you

Discovering Anantara

Learning objectives

At the end of this module, team members will have a clearer
understanding of:

• the history of Anantara
• Anantara‟s brand promise and their roles in delivering that promise
• the definition and some practical applications of each of the brand values

Our history

• We are a brand of luxury hotels,
resorts and spas.

• Presently, we have _____ resorts
in ____________ locations with big
plans for growth.

• We are owned by Minor, a
Bangkok-based company that
delivers premium branded
hospitality services, restaurant
concepts and lifestyle products
globally.

Anantara is internationally renowned

• We are an international brand with a growing reputation
• We are regularly featured in international travel magazines such as Travel

and Leisure, Elite Traveler, DestinAsian and Condé Nast Traveler
• Our world class „Anantara Spa‟ brand has won many international awards

Building the Anantara brand

These days, there are more and more hotels that people can choose from.
We need to be very clear about what makes us different so that people
understand, remember and come to Anantara!

What makes the Anantara brand unique

• The Anantara story
• Our brand promise
• Our passion
• Our brand values

Anantara story: Water from the Heart

For hundreds of years throughout
Thailand, people would leave a jar of
water outside their houses for passing
travellers to quench their thirst. The
jar of water provided refreshment for
those on a journey and extended a
welcome for those wishing to stay.

Over time the water jar has become
more than just an emblem of
hospitality - it has come to symbolise
the spirit of those who give without
expecting in return. This unconditional
generosity in Thai is called „nahm jai‟
(„water from the heart‟).

Our brand promise

Anantara is a luxury hospitality brand for modern travellers,
connecting them to genuine places, people and stories
through personal experiences, and providing heartfelt
hospitality in the world‟s most exciting destinations.

Our brand promise

Anantara is a luxury hospitality brand for modern
travellers, connecting them to genuine places, people and
stories through personal experiences, and providing
heartfelt hospitality in the world‟s most exciting
destinations.

Luxury hospitality brand – we will always be an upscale operator with a focus
on exemplary service.

Our brand promise

Anantara is a luxury hospitality brand for modern travelers,
connecting them to genuine places, people and stories
through personal experiences, and providing heartfelt
hospitality in the world‟s most exciting destinations.

Luxury hospitality brand – we will always be an upscale operator with a
focus on exemplary service

Genuine places, people and stories through personal experiences– our
customers love doing things they‟ve never done before. They want local
experience. They want more than just the usual – they want a memory
and a story to tell.

Our brand promise

Anantara is a luxury hospitality brand for modern travelers,
connecting them to genuine places, people and stories
through personal experiences, and providing heartfelt
hospitality in the world‟s most exciting destinations.

Luxury hospitality brand – we will always be an upscale operator with a
focus on exemplary service

Genuine places, people and stories through personal experiences– our
customers love doing things they‟ve never done before. They want local
experience. They want more than just the usual – they want a memory
and a story to tell.

Heart-felt hospitality – our culture and service must always be imbued
with the humanity and warmth of real people

Our passion

We are passionate about every guest leaving with an
amazing story.

Our brand values

Our brand values are the building blocks of our brand.
They guide what we do.

• Indigenous
• Expertise
• Authentic luxury

Our brand values

Indigenous

‘Indigenous’ means having originated in and being produced, growing,
living, or occurring naturally in a particular region or environment.

Our brand values
Indigenous

What this means for our resorts and spas
Architecture, interior design, landscaping and F&B are
all inspired by the culture and history of their location.

Our brand values

Indigenous

What this means for our guests
Our guests can feel like they have had an authentic experience.
Our guests learn something of our culture and heritage.

What this means for the way we behave
We will show our guests the best of our hotel, country, customs
and culture. We are ambassadors for both.
We welcome guests with the hospitality of our own culture and
that of Anantara.

Our brand values

Expertise

‘Expertise’ means the skill or knowledge that comes

from training or experience

Our brand values

Expertise

What this means for our resorts and spas
We are fluent in the culture, history and context of our locations.
We are able to offer something different - a new angle, a different point
of view, because of our knowledge and skill.

Our brand values

Expertise

What this means for our guests
Our guests benefit from the knowledge, experience and passion that we
possess. They are able to have a more rewarding stay with us because our
expertise helps them uncover things that are below the surface.

What this means for the way we behave
We are passionate insiders with local knowledge.
No matter what our job, we are experts in our own field, and use this
knowledge to improve the experience of our guests and to build our brand‟s
character.

Our brand values

Authentic Luxury

‘Authentic’ means not false or copied; genuine; real
‘Luxury’ means

a material object, service, etc., conducive to sumptuous living, usually
a delicacy, elegance, or refinement of living rather than a necessity

Our brand values

Authentic Luxury

What this means for our resorts and spas
Anantara defines luxury organically, using intuitive cues from the local
environment and local inspiration. Every Anantara property is a window into its
host destination, setting the mood for exploration and providing thematic,
engaging sanctuary upon return.

Our brand values

Authentic Luxury

What this means for our guests
Our guests will experience premium touches with energetic local spices, not
faceless glamour. Luxury and service that feel natural and at ease with our
surroundings, never affected and stuffy.

What this means for the way we behave
We smile from the heart, not from a textbook.
We have spirit.
We are principled and we have integrity.
We make our guests feel welcome and at ease.

Putting it all together

indigenous expertise

Anantara is a luxury hospitality brand for modern
travellers, connecting them to genuine places, people and
stories through personal experiences, and providing
heartfelt hospitality in the world‟s most exciting
destinations.

authentic luxury

The Anantara brand

In summary..

Despite the comfort and luxury we
offer our guests, the amazing
experiences we create and the
opportunities our guests have to relax
or have an adventure…

…what they are most likely to
remember are the people

“People Build
Brands.”

- William E Heinecke

Chairman and Founder

Minor International

What I discovered

Based on what you learned
today, what will you do
differently when you get
back to work?

Thank you.

The Anantara Voice

Learning objectives

At the end of this module, team members will have a
clearer understanding of:

• The Anantara voice
• The difference between an on-brand and an off-brand experience
• How everything communicates from the perspectives of place,

process and people

The Anantara voice

• Indigenous
• Expertise
• Authentic

Luxury

The Anantara voice Off-brand

On-brand When the experience
DOES NOT
When the experience
speaks in the Anantara speak in the Anantara voice

voice

The Anantara voice

• A bellman is walking a guest to her room and she comments
on the orchids in the lobby and the natural beauty of the
place. The team member smiles politely and remains quiet.

• As two foreign couples are checking in, they comment on the
special way they get greeted in Sri Lanka. The front desk
team member offers to show them the proper way to greet.

• A guest calls reception asking for a dining recommendation.
The team member tells him about the outlets in the hotel and
also offers suggestions about her local dishes.

• A guest who is lying by the pool has an empty bottle of water
next to him. An team member remains nearby, attentively
awaiting a sign from the guest to get him another bottle.

Everything communicates

• Place
• Process
• People


Click to View FlipBook Version
Previous Book
יוצמח חנוכה תשעט
Next Book
KV No.1 Devlali Building as Learning Aid (BaLA)