Choice Hotels Australasia rolls up its sleeves


Choice Hotels Australasia has rolled up its collective sleeves ahead of National Customer Service Week to launch its second annual 'Head Office to Front Office' campaign.

Designed as part of a continued focus on enhancing customer experience, Australia’s largest mid-market hotel franchisor will send its entire corporate team to spend a day in a hotel operator’s shoes.

Timed to coincide with the Customer Service Institute of Australia’s National Customer Service Week running 6-10 October, the concept was developed to provide the Choice Hotels team with a greater understanding and appreciation of the day-to-day activities and challenges facing a hotel today.

Choice Hotels Australasia’s CEO Trent Fraser said the instant success of last year’s inaugural ‘Head Office to Front Office’ initiative had ensured that the activity would become an annual event for all staff located in its Melbourne headquarters.

“Last year’s ‘Head Office to Front Office’ initiative was embraced by all staff members across the business and we’re delighted to announce its return again this year. Customer service is something we continually strive to improve upon and we hope this program continues to inspire and motivate all Choice Hotels staff to roll up their sleeves and get involved,” he said.

“Providing the head office team with the opportunity to gain invaluable on-the-job insights into daily hotel operations is something that has proved popular with staff. Whether it’s working the front desk, lending a hand to housekeeping or taking orders from the bar, office based staff have been keen to get involved and get their hands dirty.”

The campaign will see more than 60 corporate staff visit more than 40 hotels across the country throughout the entirety of the initiative with Choice Hotels CEO, Trent Fraser heading for the Quality Hotel Powerhouse Tamworth in New South Wales.

“I’m looking forward to my time at the Quality Hotel Powerhouse Tamworth and lending a hand when and where I can. For our business to further succeed we need to better understand our customers and our franchisees. Getting back into hotels at an operational level helps us support our franchisees, learn from them and experience first-hand the challenges they face within the industry,” said Fraser.

Head Office to Front Office' will kick off this week, with several Choice Hotels team members heading off to hotels across the country, offering their services for an eight hour shift working in operational areas including housekeeping, restaurant, kitchen and front office.