Hotel Value Proposition (4): Mission, Vision and Values—Framework and Strategies

Let me say from the outset that this is a lengthy article, but one that offers in-depth analysis and is highly useful for those who genuinely want to do things properly. With this article, I aim to complement the series of articles (1) (2) and (3) published so far on the Relevance and Need to Develop Hotel Value Propositions, by explaining how, within this process, the MVV Statement, also known as the "Mission, Vision and Values" Statement, is a key tool for the success of any business, including hotels. This tool helps hotels set clear goals and define their value proposition. In this article, we will explore the importance of the MVV Statement for hotels, how it is developed and how it is implemented. We will also provide some examples of hotel MVV Statements and the benefits they can gain from using them.

MVV Statement: What Is It and Why Is It Important?

The MVV Statement is a tool that helps businesses define their purpose, objectives and values. It is a way of communicating to employees, customers and other stakeholders what the business stands for and what it expects to achieve in the future. For hotels, the MVV Statement is important because it helps them differentiate themselves from the competition and define their value proposition. Before developing the MVV Statement, it is important for the hotel to identify its own assets. In short, the broad outlines of its Value Proposition. What makes this hotel unique? What does it offer that other hotels do not? This could range from its location, décor, services and guest service, among other factors. A SWOT analysis can be an excellent tool for doing so.

How Is the MVV Statement Developed?

Developing the MVV Statement begins by identifying the hotel's Mission, followed by its Vision and Values. It is important to involve the entire team in this process to ensure that the Statement reflects the reality of the hotel and feels consistent with the company's culture and goals.

Analysing the Hotel's Mission

The Mission is the hotel's reason for being. It is important for it to be clear, concise and meaningful, so that the team understands it and feels committed to it. The hotel's mission is a statement that defines its purpose and objectives. It is a concise description of the hotel's reason for being and its role in the marketplace. The mission must be clear, consistent and reflect the hotel's values and vision. In addition, it must be relevant to guests and differentiate the hotel from the competition. The hotel's mission must answer the following questions: Who are we? What do we do? Why do we do it? Who do we do it for? The hotel's mission should be brief and easy to remember. It must communicate the essence of the hotel clearly and simply. But most importantly: the mission must be present in all of the hotel's activities and decisions, and be consistent with its values and vision.

Why Is the Hotel's Mission Important?

The hotel's mission is important for several reasons. First, it defines the hotel's reason for being and its role in the marketplace. The mission guides the hotel's decisions and actions and defines its strategy. Second, the hotel's mission helps it differentiate itself from the competition. A clear and relevant mission can, in itself, be a competitive advantage. If the hotel's mission reflects guests' needs and expectations, it can attract more guests and build their loyalty. Third, the hotel's mission can motivate and engage staff. If the hotel's mission is clear and relevant, it can inspire and motivate staff. If staff are committed to the hotel's mission, they can be more efficient and productive.  

Defining the Hotel's Vision

The Vision is the hotel's future image. It is important for it to be inspiring and appealing, in order to motivate the team and guests. The Vision must answer the question: what will the hotel look like in the future? It is a clear, concise statement that describes the hotel's long-term image. It is a description of the desired future for the business, and it must be inspiring and motivating for every member of the team. The vision must be broad enough to encompass the company's long-term goals, yet specific enough to be understood and shared by everyone.

Why Is Vision Important to a Hotel's Success?

Vision is important because it helps the hotel establish a clear and consistent direction for the future. When there is a clear vision shared by everyone, employees and guests feel more motivated and engaged with the hotel. In addition, a well-articulated vision can attract and retain the best talent and guests, which can help the hotel succeed in the long term.

How Is a Hotel's Vision Defined?

To define a hotel's vision, a series of steps should be followed to help establish a clear and consistent direction for the future:

• • Define long-term objectives: before beginning to create a vision, it is important to define the hotel's long-term objectives. These objectives must be specific, measurable, achievable, relevant and time-bound.
  • Identify the hotel's strengths and weaknesses: to create an effective vision, it is necessary to understand the hotel's strengths and weaknesses. This can be done through a SWOT analysis (Weaknesses, Threats, Strengths and Opportunities).
  • Research the market and competition: to create an effective vision, it is necessary to understand the market and competition. This can be done through market research and competitive analysis.
  • Identify the target audience: it is important to consider whom the hotel is targeting. Identifying the target audience will help create a vision that responds to their needs and desires.
  • Create a clear and concise statement: once the above steps have been completed, it is time to create a clear, concise statement describing the hotel's vision. This statement must be inspiring, motivating and easy for every member of the team to understand.
  • Share and communicate the vision: finally, it is important to share and communicate the vision with every member of the team. This will help create a sense of purpose and direction for the hotel, and ensure that everyone is working towards the same long-term goals.

Setting Out the Hotel's Values

Values are an essential part of a hotel's value proposition, as they are the ethical and moral principles that guide the organisation's behaviour and decision-making. A hotel's values can influence guest satisfaction and loyalty, as well as employee motivation and engagement. In this article, we will explore what hotel values are, why they are important, and how they can be defined and implemented.

What Are Hotel Values?

Hotel values are principles that reflect the organisation's culture, ethics and personality. These values are an integral part of the business strategy and are reflected in every action and decision taken. Values may include principles such as honesty, integrity, respect, excellence and social responsibility. Hotel values are important because they influence the organisation's behaviour and decision-making. When values are clear and well defined, they can help establish a positive workplace culture, foster employee motivation and engagement, and improve guest satisfaction and loyalty. Furthermore, hotel values can also have an impact on the hotel's reputation and brand. Guests may assess a hotel's quality not only through its services and amenities, but also through the organisation's ethics and social responsibility. Hotels with a positive, committed values culture can attract guests who share those same values.

How to Define Hotel Values

Defining hotel values is a process involving management, employees and, in some cases, guests. Here are some steps that can be followed to define hotel values:

• • Reflect on the hotel's identity and culture. How would you describe the hotel's personality? What are its mission and vision? Which values are already present in the hotel's culture?
  • Identify the key values. Values should be ethical and moral principles that reflect the hotel's culture and identity. They may include honesty, responsibility, innovation, respect, sustainability and excellence.
  • Involve employees. Ask for employees' opinions and feedback to ensure the values represent the hotel's culture and beliefs.
  • Obtain guest feedback. Guests can provide a valuable perspective on the hotel's image and culture. Ask them to describe the values they expect from a hotel and how the hotel's values influence their experience.

How to Implement Hotel Values

Once the hotel's values have been defined, it is important to ensure they are implemented across every area of the business. Here are some suggestions on how to do so:

Effective communication: Ensure that the hotel's values are clearly communicated to all employees, both existing and new. This can be done through regular meetings, training, employee handbooks and orientation materials.

Lead by example: Senior management and managers must demonstrate the hotel's values through their behaviour and decision-making, setting the example for other employees.