American Hotel & Lodging Educational Institute

2013 ISHAE Winter Conference

Important Announcement

HTMP International CompetitionApril 9-11, 2014

Buena Vista Palace, Orlando

PSA Roundtable Date:April 9th * 8am-12pm

Quick Highlights of 2013

• As of November Board Meeting, EI was $400k over budget for the year.

• Pearson digital curriculum – converting existing textbooks by chapters into modules.

• Continued workforce growth – multiple projects.

• Bermuda Island Mandate• CVB Partnership Growth

Quick Highlights of 2013

• New international partnerships: Tunisia, Spain, Myanmar, Indonesia, Israel, and Haiti

• China:oWe now have 9 Regional Partners covering

10 provinceso Full time employee based in China

Quick Highlights 2013

• Egyptian Cascading Training Model – Replicated successfully in Palestine, Nigeria

and Albania

What Worked in 2013

• Incorporate EI into your Board Meeting, tradeshow or conference. This can be as simple as putting out marketing pieces or as big as having EI do a formal presentation.

• Incorporate EI into your Education Committee and/or education programming (Colorado Season Pass).

• Monthly status check calls.• Working together on BIG projects (Cook

County/Illinois, Diageo Grant/Florida, California Community College Pathway, Colorado City of Denver project, DC grants, etc.)

Working Together

Recertification Program1. CHA’s and other certifications work on a points

scale when the applicant needs to renew their certification.

2. Example: CHA’s need to earn (60) points to qualify for recertification. (30) of those points come from their qualifying position, and (30) have to come from continuing education and training.

3. PSA’s could be an integral part of this process – and form a win/win for both the PSA and EI.

Recertification Program (cont.)

4. PSA Activities and Events Count towards these recertification points:– Serving on PSA Board of Directors = 5 Points/Year– Serving on PSA Committee = 4 Points/Year– Serving as a guest speaker or panelist at PSA Event = 2

Points per presentation– Attending PSA Conference or Tradeshow = 1 Point per

event– Member of PSA = ½ Point per year– Participating in PSA Webinars or Seminars = 1 Point per

seminar or workshop (minimum 3 total hours; can be accrued over time)

Recertification Program (cont.)

5. Each recertification fee equals at minimum $2006. By working together to market to candidates, the

PSA’s not only increase participation on boards/committees and attendance at conferences, but could also use this as a way to “get in the door” to non-members and get them engaged in the state association.

7. PSA’s also will encourage recertification by marketing the ease at which candidates can access points through PSA initiatives. By doing so, recertification sales will increase in your state.

New Products

AVAILABLE

• Controlling Alcohol Risks Effectively® (CARE) Substantially revised workshop with new video and expanded workbook

• New sections:– information relevant to casinos and tobacco sales– alcohol situations specific to hotels, including

minibars, in-room dining, retail outlets/gift shops, and banquets

– comprehensive PowerPoint to support the workshop

AVAILABLE

• Certified Hospitality Instructor (CHI) – New Curriculum– A two-level online self-study program– Individuals currently employed full or part-time as a

secondary school instructor teaching a hospitality curriculum, including EI’s Hospitality and Tourism Management Program.

– Custom textbook and supporting materials for each level– Completion requirements include:

• 50-question exam (per level)• passing the Level 1 and Level 2 exams with a score of 70% or higher• completing a 120-hour internship

AVAILABLE

• LinguaTV Online Language Training for Hotel Professionals– Industry-specific course designed to develop listening,

speaking, reading, and writing skills by focusing on realistic and entertaining hospitality-oriented scenarios.

– Consists of 20 lectures, each focusing on a particular hospitality situation (such as making a reservation or recommending tourist attractions)

– Features brief video segment and a variety of interactive exercises to test listening comprehension, vocabulary, and grammar.

UNDER CONSTRUCTION

TripAdvisor®: Reputation Management• Get People Talking: Encouraging Positive Guest

Reviews – A 30-minute online course for front line staff on their role in

contributing to the guest experience and, ultimately, the reviews they write online about a property.

– Overview of TripAdvisor– How travelers use reviews to help choose a property– Create staff awareness of their impact on guest satisfaction– Understanding where negative reviews come from– How to (and how not to) ask guests for reviews– Handling guest threats/blackmail– Review fraud and penalties

LAUNCH DATEJanuary 2014

TripAdvisor® Demo

UNDER CONSTRUCTION

• The Certification in Hotel Industry Analytics (CHIA) is jointly offered by EI and Smith Travel Research (STR/STR Global).– The 8-hour self-study webinar program demonstrates

how to “do the math” and interpret the STAR report. Core content includes:• Hotel Industry Analytical Foundations• Hotel Math Fundamentals – the metrics used by the hotel

industry• Property Level Benchmarking (STAR Reports)• Hotel Industry Performance Reports (Trends, P&L, Pipeline,

and Destination Reports)

UNDER CONSTRUCTION

• ECPAT (The Role of Hospitality in Preventing and Reacting to Child Trafficking)– 30-minute online course designed to provide

lodging professionals with the information necessary to identify and respond to child trafficking and commercial sexual exploitation of children.

New PSA Incentive Plan

• Allow PSA’s to access EI commissions, but gives those states that are more participatory a chance to earn more money with enhances commissions.

• EI can now work with each PSA based on their individual need and structure, as opposed to a one size fits all model.

• EI and the PSA will have a working list of deliverables, so that each side is on the same page with what to do for the year.

Tier 3 Partner

Tier 3 PartnerBy signing the AH&LA PSA Agreement, Partner State Associations have access to Tier 3 level commissions.

PSA Deliverables• The PSA will make active attempts to introduce EI to members of their association

for sales purposes.• The PSA will include the EI quarterly Ad Promotion in the appropriate

communications to members. • The PSA will include information on EI products, programs and certifications on their

website.

EI Deliverables:• 3% commission on ALL industry sales in their state* (maintaining same exceptions as

outlined July 2011)• EI will continue to have a full-time staff person in place to assist PSA’s with sales and

marketing efforts.

Tier 2 Partner

PSA Deliverables• At least (1) primary point of contact will actively work with EI and Pearson to promote

and sell products to both the industry market and the high school/workforce market. • The PSA will make active attempts to have EI certifications, curriculum, and programs

appear on state approval and/or adoption lists. The PSA will work in conjunction with Pearson on this endeavor in the high school space.

• PSA will help to build industry relationships in order to assist high schools and workforce clients with internships and job shadowing.

• A member of the PSA will contact each HTMP and START program at least once per year (either via phone or in person).

• The PSA will submit a yearly marketing/communications report to EI that covers what efforts have been done to increase education awareness and sales in their state.

• The PSA will make active attempts to introduce EI to members of their association for sales purposes.

• The PSA will include the EI quarterly Ad Promotion in the appropriate communications to members.

• The PSA will include information on EI products, programs and certifications on their website.

Tier 2 Partner

EI Deliverables• 7% commission on ALL industry sales in their state

(maintaining same exceptions as outlined July 2011)• 10% commission on all HTMP, LMP, and START sales in

their state (excluding DVD’s)• EI will continue to have a full-time staff person in place to

assist PSA’s with sales and marketing efforts.

• Bonus Option = if the PSA will work with EI to actively promote and obtain state approval (not teach) for the CARE Alcohol Compliance Program, EI will offer a 10% commission on sales for that product line.

Tier 1 Partner

PSA Deliverables • At least (1) primary point of contact will actively work with EI and

Pearson to promote and sell products to both the industry market and the high school/workforce market.

• The point of contact may be full-time or part-time, but must dedicate at least 50% of his/her time to education initiatives.

• The point of contact will attend a quarterly training session (via webinar) on EI programs, products, and certifications.

• The PSA will make active attempts to have EI certifications, curriculum, and programs appear on state approval and/or adoption lists. The PSA will work in conjunction with Pearson on this endeavor in the high school space.

• The PSA will appoint (1) designated trainer on staff to become certified to teach at least one EI course (Guest Service Gold, CARE, CHA Review session, etc.)

PSA Deliverables (cont)

• The PSA will include at least (1) EI certification class as part of an established PSA function (annual conference, chapter meeting, board meeting, etc.). The designated trainer on the PSA staff shall teach the course.

• The PSA will work with Pearson to maintain a master contact list of all schools and teachers utilizing the HTMP and START programs in their state. An annual report will be submitted to EI by October 1 each year.

• PSA will help to build industry relationships in order to assist high schools and workforce clients with internships and job shadowing.

• A member of the PSA will contact each HTMP and START program at least once per year (either via phone or in person).

• The PSA will submit a yearly marketing/communications report to EI that covers what efforts have been done to increase education awareness and sales in their state.

• The PSA will make active attempts to introduce EI to members of their association for sales purposes.

• The PSA will include the EI quarterly Ad Promotion in the appropriate communications to members.

• The PSA will include information on EI products, programs and certifications on their website.

Tier 1 Partner

EI Deliverables• 10% commission on ALL industry sales in their state

(maintaining same exceptions as outlined July 2011)• 25% commission on all HTMP, LMP, and START sales in their

state (excluding DVD’s)• EI will continue to have a full-time staff person in place to

assist PSA’s with sales and marketing efforts. • EI will allow staff members of the PSA to obtain their

Certified Hospitality Trainer (CHT) designation at no charge.

– Bonus Option = if the PSA will work with EI to teach, promote, and obtain state approval for the CARE Alcohol Compliance Program, EI will offer a 25% commission on sales for that product line.

AND THE WINNER IS….

So Who is in the Lead for 2013?

Seventeen states have already exceeded their year over year goals for 2013 as of the End of Quarter 3!

AlabamaAlaska

ConnecticutHawaii

LouisianaMaine

MarylandMassachussettes

New HampshireOhio

PennsylvaniaTennessee

TexasVermont

WashingtonWisconsinWyoming

And those that are this Close

Above 85% in Year over Year Growth• Colorado• DC

• Florida• Georgia• Illinois

• Oklahoma

2013 Outstanding Partner State Association for EI

The following states are all neck in neck for this year’s race to be #1 in the country. Results will be tallied on January 15, 2014:• Louisiana• Maryland• Massachusettes• New Hampshire• Wyoming

But who is in the lead???

MAINE!

Just a reminder of the bragging rights for our winner…..

Special thanks to….

Colorado Hotel & Lodging Association for setting the bar so high our first year!

Just for you Matt…