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Considering basic service characteristics of intangibility, inseparability, perishability, and difficulty of standardization, I am consistently impressed by the way Disney handles their approach to service. Disney builds a brand image not only with the positioning and differentiation of their many hotels and restaurants, but also through their employees. All employees are considered Cast Members; an important and integral part of their service beyond expectations. Many years ago I worked as a Cast Member at Disney World Orlando. The company is meticulous about image. There are thick manuals that detail exactly how a Cast Member must appear, including dress, jewelry, body piercings and markings, hair style, and so forth. Their image sells. The Disney Service Brand Starts with their Cast Members I compare and contrast my Disney World training to: (1) My first job in the hospitality industry as a front-desk clerk while in my freshman year of college (2) Working for Holiday Inns of America and company founder Kemmons Wilson in Memphis during graduate school (the Holiday Inn brand is now owned by InterContinental) (3) In recent years owning and converting two Hilton brand hotels near Orlando to condo hotels. This later involvement with service issues and tactical marketing was, of course, from an owner's perspective. Disney is truly superior in providing service. Why? Because they instill a PASSION for their corporate culture and a PASSION for service that I believe is rarely matched by any company. In fact, it is my belief that Disney Service has become a real and recognized brand unto itself. There is Great Service and then there is Superior Service I have experienced over the years excellent service at Four Seasons, Ritz Carlton, St. Regis, Peninsula, and other top rated, world class hotels. Yet, personally participating in required "Traditions" training at Cast Member Orientation, and learning about Steam Boat Willie; Walt's dreams and persistence and never-give-up spirit, was a truly eye-opening experience. Disney training instills personal consistency and the necessary passion for excellence that one must have when personal chips are down; but the curtain does go up, and the Show Must Go On.