Mr. Swinburn

John Swinburn

Executive Director

Mystery Shopping Providers Association

John Swinburn is Executive Director of the Mystery Shopping Providers Association (MSPA), a position he has held for eleven years. In this role, he has developed a keen understanding of the crucial importance to a company's image, and to its bottom line, of regularly measuring and successfully managing the customer experience. Several of the association's member companies specialize in hospitality industry customer experience measurement and management, giving him the opportunity to learn about industry-specific issues related to hotels' customer experience. That access, coupled with a career in association management spanning more than thirty years—many of which have been spent in various components of the hospitality industry—has given him a unique perspective on the ways in which both organizations and individuals perceive and respond to hotel brands.

During his tenure with MSPA, Mr. Swinburn was instrumental in launching an annual industry operating ratio survey, the results of which member companies can use as benchmarks for their own financial and operational performance. "I am a firm believer in the concept that 'what gets measured gets done' and it just makes sense that the mystery shopping industry, which is all about measurement, should have its own internal measures to ensure good performance," he says.

Mr. Swinburn was involved in the process which transformed MSPA from what had been a primarily North American association into a global organization with four distinct and largely autonomous geographic regions serving the North American, European, Asia-Pacific, and Latin American markets.

Prior to forming his own association management company, Challenge Management, Inc. (which includes MSPA as a client), he served as executive director of what is now the International Association of Venue Managers and as senior vice president and chief operating officer of what is now the International Association of Exhibitions and Events. Earlier in his career, while employed by two Chicago-based association management companies, he served as executive director of several trade associations and professional societies.

Mr. Swinburn graduated from the University of Texas at Austin with a bachelor of arts degree. He took graduate level courses at Sam Houston State University.

Mr. Swinburn can be contacted at 972-406-1104 or info@mysteryshop.org

Coming Up In The April Online Hotel Business Review




Feature Focus
Guest Service: The Personalized Experience
In the not-too-distant future, when guests arrive at a hotel, they will check themselves in using a kiosk in the lobby, by- passing a stop at the front desk. When they call room service to order food, it will be from a hotel mobile tablet, practically eliminating any contact with friendly service people. Though these inevitable developments will likely result in delivered to their door by a robot. When they visit a restaurant, their orders will be placed and the bill will be paid some staff reduction, there is a silver lining – all the remaining hotel staff can be laser-focused on providing guests with the best possible service available. And for most guests, that means being the beneficiary of a personalized experience from the hotel. According to a recent Yahoo survey, 78 percent of hotel guests expressed a desire for some kind of personalization. They are seeking services that not only make them feel welcomed, but valued, and cause them to feel good about themselves. Hotels must strive to establish an emotional bond with their guests, the kind of bond that creates guest loyalty and brings them back time and again. But providing personalized service is more than knowing your guests by name. It’s leaving a bottle of wine in the room of a couple celebrating their anniversary, or knowing which guest enjoys having a fresh cup of coffee brought to their room as part of a wake-up call. It’s the small, thoughtful, personal gestures that matter most and produce the greatest effect. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.