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Chapter 3: The Tourism Host Articles from WTTC Human Resource Centre publication Steps to Success: Global Good Practices in Travel & Tourism Human Resource Development Article 1: Training Staff Using Industry Standards ...Management chose national standards to develop a service excellence program to build consistency throughout their hotel chain. OVERVIEW: Feeling there was no benchmark for service excellence among their competition in the smaller communities, Coast took the lead across Canada by basing its new in-house training programs on nationally approved occupational standards and certification, recently developed by the Canadian Tourism Human Resource Council. Management believed the business traveller’s high service expectations could be met consistently by training all staff in programs developed by industry. Occupational standards define the knowledge, the skills and the attitude required to be competent in an occupation. Standards are developed by the people working in these occupations across Canada through a consultative process that involves hundreds of participants from across the country. Coast Hotels & Resorts was committed to the concept of national standards and certification for hotel front-line employees as early as 1991, when they provided funding toward establishing standards and certification and contributed hours of staff time to provide feedback into the process. Their motivation was the fact that the national occupational standards would provide them with a benchmark on which to build their vision of service excellence. Occupational certification is an industry developed and driven process that is self-directed and includes study materials based on occupational standards. It is accomplished in three steps:
IMPLEMENTATION: Occupational certification was implemented over an eight-month period: October 1995 Launch of occupational certification and training program to Coast properties Press conference at annual hotel conference announcing initiative Visits to all Coast-owned properties in BC which included:
“I have a firm belief in training and personal involvement with my staff. Taking the time to get to know each of them on an individual basis and providing support both personally and professionally has built a department with a strong foundation of quality, mutual support and respect.” Barbara Anne Gibbons, November 1995 Food & beverage server train-the-trainer session - 2 days January 1996 Housekeeping/room attendant train-the-trainer session - 2 days March 1996 Front desk agent and housekeeping/room attendant train-the-trainer session - 2 days May 1996 Following all train-the-trainer sessions, supervisors were placed in a “coaching” role to work with department staff through the certification process. Registrations from all departments began gradually after each train-the-trainer session and have since grown steadily.
As of January 1998, 333 employees are registered in six occupations. 159 have completed the certification process.
Management and its labour counterparts discovered that the company needed to provide a framework for delivering the program which not only supported the trainers and training sessions, but also recognized the needs and challenges confronting the employees. These individuals from both management and labour keep the interest in certification alive and the program successful. Their coming together requires a planned partnership between union and management that is sometimes missing in traditional hotel business hierarchies. Coast and its labour counterparts, along with the assistance of the certification administrator the Pacific Rim Institute of Tourism, are tackling such
implementation challenges head on. Their preliminary initiatives form a useful blueprint for other accommodation businesses to examine. Costs: Implementation costs are based on the following:
WTTC Human Resource Centre COMMENT: Occupational standards help employers to assess skill and knowledge levels and provide motivation and recognition to employees. Implementation of a
certification program can make a hotel a better place to work, but time, partnerships, and management commitment are necessary to sustain long-term success. Articles from WTTC Human Resource Centre publication Steps to Success: Global Good Practices in Travel & Tourism Human Resource Development Article 2: Source: Steps to Success, Vol.2, No.1 (Mar 1998) SuperHost Face To Face ...Building on the ten year success of SuperHost, the new SuperHost Face to Face program was developed to reflect new realities in the tourism market place. OVERVIEW: SuperHost was first introduced in 1985 to prepare British Columbia’s tourism workforce to host the world at Expo ‘86. Since then, over 300,000 British Columbians have participated in SuperHost training and helped establish BC’s world-class reputation for service. The program’s excellence is recognized internationally. American Express selected SuperHost as its customer service training program for ten Asian countries. Tourism agencies in England, Wales, Scotland, New Zealand, Australia, Alaska, Ontario, New Brunswick, Nova Scotia, Prince Edward Island and Newfoundland also have the license rights for SuperHost. Building on the ten year success of SuperHost, the new SuperHost Face to Face program was developed to reflect new realities in the tourism market place. The increasing number of international visitors to BC requires an increased awareness of cultural differences and expectations. The growing market for visitors with disabilities or special needs demands a high level of sensitivity. The new SuperHost Fact to Face family of workshops includes: Fundamentals (One day) This workshop addresses the fundamentals of excellent customer service with a focus on the practical application of tools and techniques. Japanese Service Expectations (One day) Japan has been British Columbia’s largest overseas market, and this workshop provides participants with a better understanding of the needs, preferences and
expectations of this valuable market segment. Customers with Disabilities (Half day) Designed to increase participants’ awareness about this growing market segment, this workshop focuses on providing superior service while respecting every
visitor’s unique requirements. Service Across Cultures (Half day) Participants gain an improved understanding of the diverse cultures that comprise British Columbia’s international tourism (Japan, Hong Kong, Taiwan, South
Korea and Germany). IMPLEMENTATION: Tourism British Columbia conducted extensive market research and industry consultations in the design and development of the new SuperHost Face to Face product line. Responding to current industry needs, the stand-alone workshops can be combined successfully in any order. Delivery: The workshops are delivered with a ‘hands on’ approach with an emphasis on exploring tips and techniques for excellent service. Interactive learner centred techniques are utilized, including role playing and group work. The trainer’s role is to work as a ‘guide on the side’ with the group to deliver an energizing and enjoyable workshop. Community Delivery Network: Tourism British Columbia works with a community driven delivery system. Seventy organizations represent SuperHost Face to Face in BC and local ownership of the training has proven to be a great strength for the program. The target market is small tourism businesses (under 50 employees). Representative organizations have strong ties to the local business community, ensuring that the program reaches this market effectively. An Operations Guide for representative organizations, on-going certification requirements for trainers and periodical monitoring of workshop delivery ensure the quality and consistency of program delivery. Secondary and Post-Secondary Education: SuperHost Face to Face is also delivered by teachers in Tourism 11 and 12 programs, and Career Preparation programs. Over 100 schools have certified teachers that deliver workshops. Several post-secondary institutions also incorporate SuperHost Face to Face into a wide variety of tourism and hospitality programs. Workshop participants also receive Association of Tourism Professionals (ATP) credits that can be applied to a student ATP passport, or a regular ATP membership. In its first year, 22,500 British Columbians participated in SuperHost Face to Face training. SuperHost Face to Face builds on a decade of successful front-line training in one of the world’s fastest-growing tourism markets. Customization: Market research clearly indicated a desire for greater flexibility in ‘off the shelf’ training products. In response to the need for increased flexibility and specialization of the ‘generic’ curriculum package, Tourism British Columbia introduced the option for a ‘customized’ workshop. To facilitate flexibility within the curriculum there are three optional sections within the SuperHost Fundamentals workshop. All trainers are trained to customize SuperHost Fundamentals using a ‘SuperHost Needs Assessment Process’. Recognized SuperHost Business Program: The Recognized SuperHost Business Program was launched in January, 1997 to encourage businesses to commit more resources to customer service excellence training. The program recognizes businesses that provide training to at least 60% of their employees on a continuous basis in one or more of the SuperHost Face to Face workshops. The business may display a decal and a certificate that confirms this commitment. In addition, the business is then licensed to use the Recognized SuperHost Business logo in any of their advertising and promotion. Business recognition for SuperHost training is high, and many businesses ask for SuperHost certification as a pre-requisite for job applicants.
RESULTS: In 1996, the first year of operation, 22,500 people participated in a SuperHost Face to Face training program in British Columbia. A combination of quantitative and qualitative research with participants and employers provided the following feedback on SuperHost training:
Originally developed to meet a specific need, SuperHost is proof that a quality service program maintains its relevancy by reinvesting in market research and continually seeking input from its clients to upgrade and diversify its services. SuperHost has trained hundreds of thousands of people around the world, and has been a key element in the growth of British Columbia’s strong tourism industry.
Chapter 3 Suggested Web Sites: 1. National Capital Commission (NCC) The National Capital Commission (NCC) is a Crown corporation whose mandate is to plan and assist in the development, conservation, and improvement of the
National capital region in keeping with its significance as the seat of the Government of Canada. The NCC also organizes sponsorship and promotion of public activities and events that enrich the cultural and social fabric of
Canada, and foster cooperation among organizations with a stake in Canada's capital development. As part of the NCC's corporate mission (to safeguard the capital's national treasures and the numerous sites of great prestige and
public interest that are held in trust for future generations of Canadians), the NCC operates the capital’s infocentre. To learn more about the NCC’s mandate, and the NCC Infocentre which services the needs of guests visiting
the Canada’s capital city, visit their web site. 2. Canadian Tourism Human Resource Council (CTHRC) To find out more information on the CTHRC’s occupational standards and certification process visit the web links, Occupational Standards and Professional Certification.
3. Canadian Convention Bureaus For a listing of links to Canadian convention bureaus and interesting web sites visit Mendelsson’s links. Mendelssohn is Canada's oldest and most experienced trade show customs brokerage firm, serving the U.S. and international markets for more than 80 years. Mendelssohn/Livingston has a network of more than 70 offices in Canada and the U.S. to serve the customs and transportation needs of event management and exhibitors participating at Canadian events. 4. Tourism Education Councils (TEC’s) A Tourism Education Council (TEC) or Corporation is present in each province and territory in Canada, working together with industry to form the CTHRC. This site (a portion of the Pacific Rim Institute of Tourism web site) contains contact information, direct email access, and web site addresses for a listing of organizations working together as founding members of the CTHRC. Canadian Tourism Education Councils are working together to set national occupational standards, to establish national certification programs, and to coordinate other tourism industry human resource development activities such as career awareness, labour market information, and youth programming. A listing of all the Canadian TEC’s, by order of province, include:
British Columbia Pacific Rim Institute of Tourism (PRIT) Alberta Alberta Tourism Education Council (ATEC) Yukon Territories Yukon Tourism Education Council Saskatchewan Tourism Industry Association of Saskatchewan (STEC) Northwest Territories Tourism Industry Association of Northwest Territories Manitoba Tourism Industry Association of Manitoba (MTEC) Ontario Ontario Tourism Education Corporation (OTEC) Québec Associations touristiques regionales associées du Québec Tourism Industry Association of Nova Scotia (TIANS) Prince Edward Island Tourism Industry Association of Prince Edward Island (TIAPEI) Newfoundland and Labrador Hospitality Newfoundland and Labrador (HNL) New Brunswick Tourism Industry Association of New Brunswick 5. Tourism Work Web National occupational standards were used to base this Canadian job search site’s skills checklists. The Tourism Work Web highlights tourism industry
credentials, including Canadian Tourism Human Resource Council Professional Certification. Find out how you can get a competitive edge - certification pays off! Visit the CTHRC web site. 6. Global Travel & Tourism Partnership (GTTP) GTTP is an association of nine member Travel & Tourism Programs (TTPs) in Brazil, Canada, Hong Kong, Hungary, Ireland, Mexico, Russia, South Africa, and the United Kingdom. The program is the result of an alliance of education authorities, tourism ministries, and travel and tourism companies. By working together, tourism courses are being taught to highschool students in those participating countries. The GTTP web site provides links to: Member Countries - explaining what type of Travel and Tourism Program is operational in each participating country; up-to-date information and news on the Idea Exchange link; and a range of interesting travel books and resources available for sale. The Students’ Resources link lets one send an electronic postcard to a friend, post messages on a bulletin board and chat, read the on-line newsletter, and access a range of neat resources such as on-line dictionaries, a currency converter, and a world time-zone map. In October 1995, the American Express Foundation launched Canada’s program in four schools in British Columbia, Ontario, and Nova Scotia through the CTHRC’s
Canadian Academy of Travel & Tourism. The Academy offers tourism courses, projects and activities as part of the high school curriculum (grades 10, 11 & 12) in selected schools across Canada so as to introduce and
promote tourism careers to students pursing their high school diploma. An industry advisory group works with the school, students and parents to enhance experiential activities and promote work placements.
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