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


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Feature Focus
Sales & Marketing: The Rise of the Millennials
Hotel Sales & Marketing departments have endured massive change in the past few years in terms of how they conduct their business, and there is little evidence to suggest that things will be slowing down anytime soon. Technological advances continue to determine how they research, analyze, plan, engage and ultimately sell to their customers. Though "traditional" marketing is still in the mix, there has been a major shift in focus toward online marketing. First and foremost is an understanding of who their primary audience is and how to market to them. Millennials (those born between 1981-1997) are the fastest growing customer segment in the hospitality industry, and they are expected to represent 50% of all travelers by 2025. With the rise of millennial consumers, sales and marketing efforts will need to be more transparent and tech savvy, with a strong emphasis on empathy and personal customer connection. Social media is essential for this demographic and they expect hotels to engage them accordingly. Other targeted groups include cultural buffs, foodies, LGBT, and multi-generational travelers - all of whom are seeking novel experiences tailored specifically to their interests and needs. Finally the Baby Boomers are still a force to be reckoned with. They are currently the wealthiest generation and are becoming increasingly tech savvy, with 33% of internet users now falling into this demographic. It is imperative that hotels include this generation when it comes to their 2016 digital marketing strategies. The June Hotel Business Review will examine some of these markets and report on what some sales and marketing professionals are doing to address them.