7 ways resorts can improve their internal communications
By now, we know there’s no one-size-fits-all approach to communicating internally, especially since every organization is different.
However, in the hospitality industry, effective internal communications are key to creating the best customer AND employee experiences, and there are a few unique ways that these organizations can ensure that everything runs smoothly.
With many people now eagerly making travel plans, now is the perfect time for destination resorts to prep their employees for the new normal. Here are seven ways resorts can improve their internal communications for the year ahead.
1. Make an internal communications mandate
Internal communicators often find themselves facing one of two common problems: either they have too much freedom in how they communicate, or not enough. This can lead to a bunch of ad hoc or unrelated communication—large chunks of emails sent out at once—followed by crickets.
Creating an effective internal communications strategy requires you to know your mandate. In the case of resorts, your mandate is probably to create the ultimate guest experience and ensure messages get across to your high volume of staff.
Once you know your mandate, you can move on to creating a strategy and planning out your exact internal communications methods.
2. Understand your employee journey
For the resorts, and other organizations operating within the hospitality industry, it’s key that you understand your employee journey and where your communications need improvement. Think holistically, from hiring, through onboarding, through daily and crisis comms, all the way through to offboarding your seasonal staff.
Are your internal communications optimized to support employees throughout the employee journey at your organization?
Psst! If you need help here, check out our comprehensive Resort Communications Training Program.
3. Build an internal communications strategy & plan
Strategy-building is the bread and butter for internal communicators. It’s also critical to have a communications plan that clearly lays out tactics, timelines, and metrics that set the stage for the rest of your internal comms activity.
Make sure your internal communications strategy includes:
- Organizational priorities (both short and long term)
- Objectives that support your outlined priorities
- Desired outcomes
Consider what issues need addressing at your resort. Are guests requests falling through the wayside when employee shifts change? Or how can you keep frontline and non-desk workers better informed about organizational decisions and updates?
Once you’ve defined your strategy, start mapping out your internal communications plan. Be sure to include:
- Goals and key results
- Key messaging
- Target audiences
4. Segment your audiences
Resorts are arguably the perfect example of having segmented internal audiences. Maybe you find yourself in a situation like Sun Peaks, with seasonal employees working in the mountains and who are often difficult to reach.
From frontline staff to corporate executives and management, it is vital to incorporate audience segmentation into your internal communications plan.
The old way of communicating with employees would be to send an email to all staff and leave it at that. But nowadays, you need to first assess the message and determine its value to the intended recipients before hitting “send”. Knowing and understanding who you’re talking to is critical to ensuring your message hits home.
Segmenting audiences is also a terrific way to see higher engagement rates. Not only will you build trust with your audience by sending messages pertinent to them, but you’ll have the freedom to customize and craft content to specific groups, whether they’re up in the mountains or at the front desk.
5. Choose the right messaging channels
Just as it’s important to know who your audiences are, it’s also crucial to know where and how these audiences communicate. For example, your concierge staff is likely to check messages on the computer, while a team working out in nature will probably only have access to their mobile device for a majority of the time.
With this in mind, make sure you’re using the right channels when communicating internally.
A good place to start is to do an audit of your current channels so you can see what’s working and what isn’t. You may find that lengthy, cluttered email chains are less than ideal for resort workers who are far from their desks and that a streamlined intranet is the best option for everyone. Or, you may find that your employees prefer SMS messages so that they can receive important updates while on the go.
6. Measure your results
Now that you’ve worked hard to create a strong internal comms plan, don’t forget to track your metrics! Your data analysis and metrics should directly correlate to the goals you set in your initial internal communications strategy.
By taking the time to review these, you’ll know exactly what you did right, and where you can improve for next time.
You might not be able to measure a happier office in numbers, but you can identify engagement metrics. This information is extremely useful in gauging which messages are the most effective for your scattered employees and teams.
Click here to learn what metrics matter most to internal communicators.
7. Utilize purpose-built software
So how do you make this methodology come together? It’s simple: by utilizing purpose-built software like Reach. Not only can it help reduce employee attrition, internal communications software like Reach can also help increase engagement, boost repeat seasons, and create ambassadors.
This was the case for Sun Peaks in British Columbia, an organization with 13 major ski resorts throughout the province all competing for staff, and for whom strong communication and employee engagement was an absolute must. Sun Peaks needed a solution for keeping its deskless workforce informed about what was happening throughout the resort, even before the pandemic began.
Powerful, easy-to-use, and efficient internal communications software can enable you to keep your employees better informed and engaged, no matter where they are. See for yourself what staff at Sun Peaks are saying about Reach or book a FREE Reach demo now.