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The best way to explain something is to come up with an example! In this case we had an example of generic strategy map for a hotel business,
and I’d like to share this example with some comments.
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4/3/2019 Balanced Scorecard Example for Hotel Top Management
View Hotel Balanced Scorecard online, sign-up with a free account to unlock all functions.
Finance perspective
On the top of the “Finance” perspective we have Shareholders Interests. They might be formulated in various ways, as we agreed to discuss here a
generic strategy then we can simply use “Profit Growth.”
View Hotel Balanced Scorecard online, sign-up with a free account to unlock all functions.
How a hotel can increase its profits? According to the generic strategies discussed before, a hotel might work on:
Growing current productivity, which in the case of a hotel might be decreasing the operation costs and optimizing the usage of the
resources.
Increasing revenue, which can actually be achieved by improving current profitability or by developing new sources of revenue.
I would be great to have respective measures that would give us an idea about the inputs and outputs of these goals. For outputs in this example we
used two lagging indicators:
Service
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Average room rate which is aligned with “Improving current profitability” objective.
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Here Balanced
we’ve done the easiest part of the job finding some lagging Scorecard Example
indicators, for Hotel Top
as for leading Management
ones, I believe they need to be defined during strategy
discussion between hotel management and their operational partners/employees.
As you can see objectives from the “Finance” perspective as linked to the objectives on the lower levels, so let’s discuss those objective now.
Customer perspective
For example, when we discuss the “Improving profitability” objective by improving customer value, we need to think about two type of customers –
hotel guests and partners.
View Hotel Balanced Scorecard online, sign-up with a free account to unlock all functions.
From the view point of hotel guests, high profitability can be achieved by focusing on high-value customers and their needs. We formalize this on the
strategy map with the objects “Add and retain high-value customers” and “Room excellence.” Basically, in this way we focus on high-
value customers and we need to improve their hotel experience.
From the view point of partners: the generic goal sounds like “Achieve and retain win-win partner relations.” One of the sub-goals might be “Improving
hotel’s image
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Respective lagging metrics for these objectives are: Balanced Scorecard Example for Hotel Top Management
Booking website score. A score that is based on user opinions that one can take directly from the booking websites.
Room excellence score, % according to the experts opinion or room quality scorecard.
Two financial objectives – “Decrease costs” and “Develop new revenue sources” are tightly linked with current products and services provided to the
hotel guests. That’s where the business genius of your team need to start working, hopefully after a discussion you’ll come up with some strategic
hypothesis that you will test in your hotel.
Internal perspective
According to the goals discussed before, we can come up with some generic objectives for the “Internal processes” perspective.
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4/3/2019 Balanced Scorecard Example for Hotel Top Management
View Hotel Balanced Scorecard online, sign-up with a free account to unlock all functions.
Implementing customer relationship management system (or focusing it on the specific objectives) will help to understand the current value
proposition and show you possible ways to improve it.
Existent room need to be modified according to the established standards. A basic lagging indicator here is the percentage of the rooms
according to the quality standards.
The image of the hotel on booking websites need can be addressed by some brand and quality programs. For example, when cascading this
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objective to the level of specific manager, we might want to formalize such goals as “Keeping information on booking sites up to date,”
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4/3/2019 “Analyzing customer feedbacks” and so on. Balanced Scorecard Example for Hotel Top Management
Finally, learning and growth perspective. According to the objectives specified before our goals are to learn:
What are the expectations of our guests from the room? (remember, we are focusing on those high-value guests)
What additional service might our guests need?
What are the factors of high or low scoring on booking websites?
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4/3/2019 Balanced Scorecard Example for Hotel Top Management
View Hotel Balanced Scorecard online, sign-up with a free account to unlock all functions.
The answers to these questions are not written in some user survey feedback form; these questions are the directions where you might want to focus
your search. In some case you will need to improve your business systems in order to be able to answer them.
According to the strategy map one of the possibilities to increase revenue is to improve the room quality for high-value customers. In the Learning and
Growth perspective we have a focus on the analysis of the guests’ expectations from the room. What is the next step? Bring your team together and
start a brainstorming using this strategy map as base for the discussion!
I’m sure you are communicating with your guests in some way now, but what about those who did not stay in your hotel? You might want to
reach those guests who canceled their room reservation for some reason. The idea is not to make them change their mind, but to understand
what was the factor of their decision. You might find out that by just adding a cheap coffee machine to the room, you might satisfy several
expectations.
Strategy formulation and description might be a time-consuming project even for an experienced strategist.
This Strategy Scorecard Wizard will make the whole process fast and intuitive. Learn more!
Start now!
This is a hypothesis that you might have. Before implementing it, you might want to check if it is disagree with
other goals. For example, if one of the ideas was to open a 24 hour bar downstairs, then this idea with coffee machines in each room might not be the
best one.
You might test it by asking your guests, or by placing some coffee machines into rooms and seeing how this will influence your costs, client
scores in the surveys, and feedbacks on the booking websites.
Properly designed measures on the scorecard will tell you if you are on the right track. Make sure you have adequate metrics aligned with your goals.
For example, a score on the booking website might be a good metric, but if it is not changing that fast; you might want to combine it with asking
2-3 key questions to the guests when they do a check-out.
In the official Marriott’s brochure[3] the Balanced Scorecard is mentioned not only as a tool for “reporting and measurement,” but for “achieving
Marriott’s vision.” It is also recognized as a mean to incorporate goals related to the intangible assets.
Although Marriott doesn’t share their Balanced Scorecard with the public, one can deduct some general directions
that the company has on it:
From the brochure one can see that their strategy is divided into several strategic schemes, and some of them are
mentioned by the authors:
Marketing excellence. The Marriott’s marketing strategy is focused on finding, attracting, and retaining high-value clients.
A separate theme is “Strategic Account Management,” the strategy that “deploys a proactive sales effort against top accounts.”
Operational excellence. As explained in “Operations Planning”, Marriott’s provide each hotel with the resources in the diverse areas, such as
room operations, engineering, food and beverage, spa, event management, and quality assurance.
I believe there are a few more themes related to the Construction, Franchise, and the extensive efforts to achieve excellence in management of a
multicultural workforce.
In the annual report published in 2004[4] it was mentioned that the leaders’ compensations is aligned with the balanced scorecard that took into
account such factors as associates’ satisfaction, customer satisfaction, and profitability. In the annual report for 2013[5], scorecard is no longer
mentioned as a tool for the calculation of compensation, which is probably now incorporated in “Stock and Cash Incentive Plan.”
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Hilton Worldwide Quality Balanced Scorecard and Connie Award
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According to the Hilton Worldwide, the Balanced Scorecard Balanced
is used Scorecard
widely toExample
rewardforteamwork
Hotel Top Management
and achieve customer service excellence. Based on
the year-end evaluation best hotels are recognized with Connie Award [6].
For this example we used BSC Designer to describe the strategy, formalize objectives, and align metrics with them. In the end of the article you will
find a link to view and edit the scorecard discussed here. Feel free to modify it according to your needs.
s using the specialized software a must? Well, it is not, but it saves your time and gives a framework for the discussion around the strategy!
A similar strategy map can be designed in PowerPoint, but it won’t be so easy to maintain it or visualize up-to-date performance indicators on
it.
Metrics
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different levels, it might be a big challenge
https://bscdesigner.com/bsc-for-hotel-top-management.htm to maintain all this in order and be able to use it effectively. 11/15
4/3/2019 Balanced
With professional strategy execution software you can save Scorecard
a lot of timeExample for Hotel Top of
on visualization Management
the strategy and reporting of the progress. The
software gives a framework that is easy to follow.
I invite all professionals from the hospitality industry to ask questions below and share their thoughts.
Use Hotel Balanced Scorecard discussed in this article as a starting template for your own scorecard!
Sign-up with a free account to unlock all functions of the software. Learn how to copy template scorecard to your account.
References
1. ^ Hilton hotels: A comprehensive approach to 5 delivering value for all stakeholders. Huckstein, Duboff, 1999, Cornell Hotel and Restaurant
Administration Quarterly.
2. ^ Implementing a balanced-scorecard approach to managing hotel operations. Denton, White, 2000, Cornell Hotel and
Restaurant Administration Quarterly.
3. ^ The Power of Marriott International
4. ^ Marriott International, Inc. 2004 Annual Report
5. ^ Marriott International, Inc. 2013 Annual Report
6. ^ Hampton Hotels Recognizes Top Performing Hotels with Connie Award, 2013, Hilton Worldwide
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Posted in Hospitality
Last updated on March 3, 2019, first posted on October 24, 2014 by Aleksey Savkin
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5 Must-Follow Steps to Prepare Business Strategy for an KPIs Analysis and Forecasting in BSC Designer
Execution 2 comments • 4 years ago
7 comments • 4 years ago Aleksey Savkin — Hi Bruno, we have added a new "Analysis"
Miro Knizka — We have also prepared Slovak version of the Avatarreport in the Reports menu. It allows to export the results of KPI
Avatararticle, you can find it here.Miro Knižka. analysis.
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Avatarintegrating DailyPulse data in their business environment SA_NYC — Nice article, thanks.
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