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