General Manager (GM) of Hospitality Persona

Role of The General Manager (GM)

Job Title(s): General Manager, Hotel Manager, Resort Manager
Department: Operations
Reporting Structure: Reports to the Area Manager or Regional Director
Responsibilities:

• Overseeing daily operations of the hotel or hospitality property.
• Managing budgets, financial performance, and profitability.
• Leading and developing staff to ensure high levels of guest satisfaction.
• Implementing marketing and sales strategies to attract guests.
• Ensuring compliance with health, safety, and regulatory standards.
• Monitoring guest feedback and taking action to improve service quality.
  Key Performance Indicators:
• Guest satisfaction scores (e.g., reviews, surveys).
• Revenue per available room (RevPAR).
• Employee satisfaction and retention rates.
• Operating profit margin.
• Compliance with safety and regulatory standards.

Additional Persona Notes: Oversees all aspects of the property, including front office, housekeeping, and food and beverage operations. Needs tools for property management systems (PMS), revenue management, and performance analytics.

Goals of A General Manager (GM)

Primary Goals:

• Enhance guest satisfaction and experience.
• Increase revenue through effective pricing strategies and promotions.
• Optimize operational efficiency and reduce costs.

Secondary Goals:

• Improve staff training and retention rates.
• Implement sustainable practices to minimize environmental impact.
• Expand marketing efforts to attract new clientele.

Success Metrics:

• Achieve a 15% increase in guest satisfaction scores.
• Realize a 10% increase in overall revenue year-over-year.
• Reduce operational costs by 5% through efficiency improvements.
• Increase staff retention rate by 20% within the year.
• Implement at least three sustainable initiatives with measurable outcomes.

Primary Challenges:

• Managing operational costs while maintaining high service standards.
• Ensuring staff retention and satisfaction in a competitive labor market.
• Adapting to changing customer preferences and expectations.

Secondary Challenges:

• Implementing new technology solutions without disrupting operations.
• Coordinating with multiple departments to ensure seamless service delivery.
• Navigating regulatory compliance and safety standards.

Pain Points:

• Balancing the need for cost efficiency with quality guest experiences.
• Difficulty in forecasting occupancy and revenue due to market volatility.
• Managing guest complaints and feedback effectively to maintain reputation.

Primary Motivations:

• Ensuring exceptional guest experiences and satisfaction.
• Maximizing operational efficiency and profitability.
• Developing a high-performing and motivated team.

Secondary Motivations:

• Building and maintaining the hotel’s brand reputation.
• Implementing sustainable practices within the hospitality operations.
• Fostering strong relationships with stakeholders and the community.

Drivers:

• Passion for hospitality and creating memorable experiences.
• Desire to lead and mentor staff for professional growth.
• Commitment to continuous improvement and innovation in service delivery.

Primary Objections:

• High initial costs for new technologies or systems.
• Potential disruption to guest experience during implementation.
• Concerns about the effectiveness of new solutions in improving operations.

Secondary Objections:

• Insufficient training for staff on new systems.
• Uncertainty about return on investment (ROI) for new technologies.
• Fear of over-reliance on technology leading to loss of personal touch in service.

Concerns:

• Maintaining high levels of guest satisfaction amidst operational changes.
• Ensuring compliance with health and safety regulations during transitions.
• Managing staff morale and retention during periods of change.

Preferred Communication Channels:

• Email for official communications and updates.
• Phone calls for urgent matters and quick resolutions.
• In-person meetings for strategy sessions and team alignment.
• Video conferencing for remote team discussions and training.
• Messaging apps for quick, informal communication with staff.

Information Sources:

• Hospitality industry publications and journals.
• Online forums and community groups for hotel managers.
• Market research reports on industry trends and consumer behavior.
• Networking events and trade shows in the hospitality sector.
• Webinars and online training sessions focused on hotel management.

Influencers:

• Industry thought leaders and keynote speakers at conferences.
• Hospitality consultants and advisory firms.
• Social media influencers specializing in travel and hospitality.
• Successful hotel chains and their executives.
• Technology providers and innovators in hospitality management solutions.

Key Messages:

• Deliver exceptional guest experiences through personalized service.
• Optimize operational efficiency to maximize profitability.
• Foster a positive workplace culture to empower staff and enhance performance.
• Leverage technology and data analytics for informed decision-making.
• Commit to sustainability and community engagement initiatives.

Tone:

• Professional and authoritative.
• Approachable and friendly.
• Motivational and empowering.

Style:

• Direct and straightforward.
• Warm and inviting.
• Detail-oriented and informative.

Online Sources:

• Hotel Management Magazine
• Hospitality Net
• Skift
• STR Global
• HVS Consulting & Valuation

Offline Sources:

• Industry conferences and trade shows.
• Networking events with other hospitality professionals.
• Local hospitality association meetings.
• Hospitality management textbooks and publications.

Industry Sources:

• American Hotel and Lodging Educational Institute (AHLEI)
• National Restaurant Association (NRA)
• Hospitality Industry Technology Exposition and Conference (HITEC)
• International Hotel & Restaurant Association (IHRA)