Expansions & Renovations

The Hotel at Auburn University Honored for Excellence

During Annual World Conference on Quality and Improvement

AUBURN, AL - June 7, 2010 - The Hotel at Auburn University is very excited to announce that it was one of the top 28 finalists at the American Society for Quality’s (ASQ) 25th International Team Excellence Competition in St Louis, MO May 24-26, 2010. The hotel competed against companies from around the world during this highly regarded competition and was recognized by peers with a special award for “Organizational Impact.”

“The Hotel at Auburn University is honored to have been a participant during this year’s ASQ’s 25th International Team Excellence Competition,” said Hans van der Reijden, managing director of The Hotel at Auburn University. “Even though we were one of the smallest companies presenting, we were recognized by our peers as having the highest organizational impact by means of what we have accomplished at the hotel during the last seven years.”

The theme of The Hotel at Auburn University’s presentation was “Maximizing Customer Engagement,” and it reviewed how the property maximized customer engagement in order to secure repeat business. Within three years, The Hotel at Auburn University was able to drive performance to 95 percent overall customer satisfaction. The project has also propelled the hotel to number one in its respective marketplace, resulting in it receiving the award for “Organizational Impact.”

Teams from the United States, Argentina, Mexico, Canada, Singapore, Japan, Korea and Thailand that represented industries from manufacturing, service, education, healthcare and hospitality were asked to take part in a live project presentation during ASQ's Annual World Conference on Quality and Improvement. More than 1,500 attendees observed the team project presentations using quality tools and creativity to demonstrate valuable business insights.

The Hotel at Auburn University is managed by The West Paces Hotel Group, whose founder, Horst Schulze, is no stranger to ASQ’s awards. He received the Malcolm Baldrige National Quality Award twice for his dedication to continuous quality improvement when he was leading the Ritz-Carlton Hotel Company. He was also the winner of the Juran Medal for leadership in quality in 2009.

Centrally located near the shops and restaurants of downtown Auburn, AL, The Hotel at Auburn University & Dixon Conference Center is just a short walk from the excitement of Auburn University and a diverse array of cultural and entertainment attractions. Whether in town for the big game, a special party, or a productive business meeting, the hotel’s 236 newly renovated guestrooms and suites offer true Southern hospitality in an ideal setting. For a true taste of Italy, visit Ariccia Trattoria & Bar, located inside the hotel. An open kitchen and outdoor terrace seating add character to this restaurant which serves breakfast, lunch, dinner, cocktails, Sunday Brunch, and offers take-out service. Ariccia features an espresso bar, unique wine list, and has a private dining room for special events. Located next to Ariccia Trattoria & Bar, Piccolo is Auburn's newest gathering place for specialty cocktails and a large variety of appetizers and desserts. The menu features a variety of small plates perfect for sharing, refreshing cocktails, and piccolo bottles of champagne. Live jazz performances will take place on Fridays and Saturdays (except on home football game weekends). The property is managed by the Atlanta-based West Paces Hotel Group. For additional information or reservations, please call (800) 228-2876 or visit www.auhcc.com.

Coming Up In The June Online Hotel Business Review




Feature Focus
Hotel Sales & Marketing: The Shift to Digital is Leading the Way
Hotel Sales & Marketing departments have been dramatically transformed in recent years. Advances in technology have prompted changes in consumer buying habits, and these professionals have had to adapt to keep up. Like so many other facets in the industry, the shift to digital is leading the way. An established online presence provides marketing professionals with more direct interaction with their guests; the capacity to collect more detailed information about them; and an increased ability to share their brand stories. These endeavors can be accomplished through website usage but increasingly, social media is assuming a larger role in the digital mix. Social media has moved marketing into a new era. Hotels that offer a good product, at a good value, and consistently deliver that product and price, will benefit from thousands of people who view positive comments on travel review sites. Online reviews continue to be a popular way for users to determine which companies they can trust. And though online marketing may have changed how professionals connect with and convert customers, they still need to focus on traditional marketing channels as well - ones that are cost-effective; protect price integrity; and which generate the most bookings. Some of the larger chains are employing efforts that feature both a top down (global) and bottom up (local) approach to ensure that new business is generated from the greatest number of sources. These include the use of loyalty programs, monthly e-mail newsletters, brand identity tools, advertising campaigns tailored to specific regions, regional marketing co-op programs, and business-to-business marketing campaigns. The November Hotel Business Review will examine some of these critical issues and explore what some sales and marketing professionals are doing to address them.