IHI HNN September 2021 Issue by Irish Hospitality Institute

HNN HOSPITALITY NETWORK NEWS

SEPTEMBER 2021 ISSUE Cummeen Strand, Drumcliff Bay, Sligo

HNN CO 4 BRIAN BOWLER FIHI President's Note 5 IHI EVENTS October Webinars 7 SHINE A LIGHT Brian Bowler set to help raise much-needed funds 8 STAFFING CHALLENGES IN THE WAKE OF COVID-19: Talent management strategies and practices 11 'A BREATH OF FRESH AIR’ The Europe Hotel & Resort Space Reimagined 12 ON THE RECORD Russell Hadley MIHI GM THe Mayson

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NTENTS 14 FREE NOW GOES ELECTRIC Cork, Galway and Limerick 17 GREAT PLACE TO WORK 8 Ways to Build an Effective Employer Brand 21 GREAT NATIONAL The Official Hotel Partner to 'Moving West' 23 NETAFFINITY 25 TRAINING PROGRAMMES In partnership with Restaurant & Hospitality Skillnet

Lissadill Wesr

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PRESIDENT'S NOTE Dear Member, Welcome to the September issue of the HNN. It's hard to believe how quickly the summer came and went and as we edge our way to full restrictions being lifted on the 22nd of October, I hope you all have had busy summers and are now managing to catch your breath a bit. As you have seen our Minister for Tourism, Catherin Martin has joined Tourism Ireland and been very busy promoting our beautiful island across the pond, and I know I am certainly looking forward to welcoming all our U.S visitors soon! Along with that bit of good news, it was great to see Fáilte Ireland host its first in-person conference where they announced Ireland is open for business conferences, meetings and events. It has also been fantastic to see some large music events such as Garth Brooks in Croke Park and Ed Sheeran in Cork, Limerick, Dublin and Belfast have been announced. This, along with other announcements is beginning to give a feeling of things returning to normalcy. As fantastic and welcoming as this news is, we are all too aware that it will be a very long road to recovery. Minister Martin said at the Fáilte Ireland Conference “The tourism sector will not be healed overnight and will continue to need support as recovery continues”. As part of our aim to support our members and the wider industry, the IHI has and will continue to deliver insightful and educational webinars. Last month guest speakers Dr Stefan Jooss, Cork University Business School, UCC and Dr Ralf Burbach, School of Hospitality Management and Tourism, TU Dublin shared and discussed some findings from their book "Talent Management Innovations in the International Hospitality Industry". The webinar was extremely educative and I would encourage anyone who may have missed it to go back and view it here. Our next webinar is scheduled for Thursday, 7th October. Greening-Up for a Sustainable Future will welcome guest speaker Raquel Noboa MIHI, Founder & CEO of Fifty Shades Greener. Raquel will discuss the many benefits of a green business, which includes not only doing the right thing but also cost savings, staff retention and building trust in the local community and with customers. This webinar, like other IHI webinars, is very on topic and should not be missed. I hope you will join us. To register for this webinar, click here. All the best,

Brian Bowler IHI President

IHI Autumn Webinar Series Topic: Speakers: Date: Time:

Greening-Up for a Sustainable Future Raquel Noboa, Founder & CEO Fifty Shades Greener Thursday, 7th October 10.30 am

Topic: Speakers: Date: Time:

A Fireside Chat with Francis Brennan FIHI Providing Exceptional Guest Experiences Monday, 18th October 10.30 am

Email cynthia.oneill@ih.iei for registration 5

On Friday 15th October I will be leaving the comfort of my own home for one night to sleep-out on Spike Island to participate at the Shine a Light Night, proudly supported by Bord Gáis Energy. Along with others, I will be sleeping on cardboard battling Ireland’s cold weather with just a sleeping bag and a cup of soup. I was shocked to realise that today there are 8,132 people homeless in Ireland and that 1 in 3 is a child. I’ve signed up for Shine a Light Night, proudly supported by Bord Gáis Energy, so I can play my part in helping Focus Ireland provide vital prevention services and change people’s lives.

Focus Ireland believe that homelessness can be ended; they work to break the cycle of homelessness by giving people access to information, housing, childcare and a range of education services throughout Dublin, Cork, Kilkenny, Limerick, Sligo, Waterford, Clare and Wexford. I'm now asking for your help. You can help to end and prevent homelessness in Ireland today by sponsoring me to take part in the sleep-out. Along with my colleague, Raymond Kelleher, we have committed to raising €2,500 by 15th October, please demonstrate your solidarity by sponsoring us today. You can sponsor us at https://shinealight.focusireland.ie/fundraising/the-montenotte-hotel Please give what you can as every donation is greatly appreciated; together we can help to change the homeless landscape across Ireland and be a part of the difference in people’s lives. Your support is greatly appreciated. Brian

Staffing challenges in the wake of COVID-19: Talent management strategies and practices Stefan Jooss, Cork University Business School, UCC Ralf Burbach, School of Hospitality Management and Tourism, TU Dublin Despite or because of the COVID-19 pandemic, hospitality operations across the globe irrespective of their size continue to struggle to attract, identify, develop, retain, and deploy talent. At its peak, it is estimated that the Irish hospitality industry employed in excess of 250,000 people. According to a recent article in the Irish Times, it is believed that close to a third of staff have exited the sector since the start of the pandemic and have taken up work in other areas such as retail or healthcare. The resulting talent shortages may affect the industry, which relies heavily on the availability of skilled labour to provide superior customer service, for many years to come. Hospitality organisations need to act quickly to recover the lost workforce with a more competitive approach to managing talent. With one in five Pandemic Unemployment Payment (PUP) recipients being based in the hospitality industry, frequently, PUP payments are blamed for the mass exodus experienced. However, research shows that even prior to the pandemic, employees have left the industry due to untenable workloads, a lack of work-life balance, limited careers prospects, poor pay and conditions, and a lack of commitment or trust. Yet, if anything, the pandemic has highlighted further the volatility of employment and the vulnerability of workers in the sector. Thus, in order to survive, the hospitality industry must explore new and innovative talent management strategies and practices in the same manner as it adopts new service concepts or technologies. However, there is also some very positive news. Survey results released recently by Hospitality Jobs Platform HOSCO.com, which has an excess of 1.5m graduate users and which represents more than 400 hospitality schools worldwide, show that nine out of ten hospitality graduates are looking for a job. 30% of respondents indicated that they were looking for a hospitality job only, while another 64% were looking for hospitality and non-hospitality jobs. This presents the hospitality industry with an ideal opportunity to attract and retain talent. The book ‘Talent Management Innovations in the International Hospitality Industry’ edited by Dr Stefan Jooss, Dr Ralf Burbach and Dr Huub Ruel and published by Emerald Publishing Limited as part of its Talent Management Series, comprises a selection of articles which each present different talent innovations in a specific context, and together present a broad set of innovative talent management strategies and practices that organisations should explore. The innovations presented are as diverse as focusing on strategic talent management, the development of creative talent, talent pools, employer branding, or employee mentoring. The authors (Jooss et al., 2021, p. 3) define talent innovation ‘as a process as well as an outcome of creating, inventing, or changing strategies, policies, tools, or practices to attract, identify, select, develop, retain, and deploy talent’. 8

There are a number of key themes that appear throughout the book. First, there is a clear case for strategic coordination, management support, and a talent philosophy in hospitality businesses. Second, the contributions in the book highlight that organisations need to move beyond a onesize-fits-all approach and should move towards more individualised approaches to talent management. Third, good employer branding appears to be one of the keys to attracting and retaining talent. Fourth, aligned with the employer brand is an investment in corporate social responsibility and responsible talent management, which focuses on the needs of all employees in the organisation and indeed the hospitality industry at large. Thus, employers must consider that their actions, both positive and negative, will impact on the overall perception of the industry and its potential talent pool. The first chapter of the book establishes a clear link between strategy and talent management. The second chapter shows that talent development interventions can promote and develop creativity in the hospitality industry. Chapter three explores the notion of sustainable talent management and puts forward the case for coopetition among hospitality organisations to bundle their expertise to create common talent pools. The fourth chapter offers a number of recommendations surrounding employer branding to attract talent in an Irish context. In chapter five, mentoring initiatives are presented as an innovative approach to supporting and retaining talent. Chapter six analyses the talent practices of winners of a well-known Hospitality HR Award in Central Europe and illustrates a number of innovative talent management strategies ranging from cultural and leadership development programmes to digital recruitment and novel apprenticeship programmes. The final chapter presents real life examples of how responsible employers have prioritised and supported their employees throughout the pandemic, which show the way forward if hospitality organisations truly wish to invest in their talent – not just in the good times. We call for more conversations and actions around managing talent in the hospitality industry. Ultimately, while this ‘great resignation’ seen during the COVID-19 crisis is a wake-up call to many employers, it is part of a longer trend. The mismatch between what employees want and what employers offer must be addressed. Many employees re-evaluated their work and their workplace during the pandemic and are not willing to go back to pre-pandemic conditions. Caring for employees and providing them with an enriching work experience which offers development opportunities and career prospects must be taken seriously by hospitality businesses to tackle staffing challenges in the wake of COVID-19. For more information on the book, please click here.

‘A Breath of Fresh Air’ at The Europe Hotel & Resort Space Reimagined

The Europe Hotel & Resort is a sublime destination five star hotel located in the southwest of Ireland, overlooking the Lakes of Killarney, National Parkland and Ireland’s highest mountain range provides a ‘Breath of Fresh Air’ when it comes to meetings, incentives, conferences and events (MICE) space. Imagine a space where 60 years of hospitality meets 26,000 acres of national parkland. A space where the peak of excellence overlooks Ireland’s highest peaks. The Europe Hotel & Resort offers a new definition of space. Opportunities for teams to connect and explore has never been more alluring with the hotel’s spectacular location overlooking some of Ireland’s most precious and inspiring landscapes – space reimagined. The Europe Hotel & Resort offers the perfect balance between state-of-the-art facilities and access to nature for all MICE events. The hotel’s design maximises the surrounding natural beauty, creating stunning venues for meetings, conferences and events. The Conference and Events Centre at the hotel boasts eight meeting rooms, all filled with natural light and direct access to outdoor terraces overlooking the lake, mountains and manicured gardens. At the heart of the events centre is a beautiful sweeping circulation space with adjoining internal gardens and access to a dedicated Meet & Greet Area, Conference Administration Office, Boardroom and Media Centre. The Europe Hotel & Resort is committed to the implementation of proactive measures to help protect and sustain the environment. The hotel operates entirely on 100% Green Renewable Electricity and is part of the Killarney Hotels Sustainability Group, which is committed to continuously strive and reduce the environmental impact of their services and activities. With 60 years of hospitality the experienced team at The Europe Hotel & Resort has the expertise to adapt to the requirements of each group, creating exceptional meetings and events in one of Ireland’s most spectacular destinations. The award-winning resort boasts 187 guestrooms and suites, 5 dining outlets and 2 bars, almost 13,500 ft² self-contained Conference and Events Centre and a 50,000 ft² award winning Spa. Easily accessible from Kerry, Cork and Shannon airports with ample free car parking and a helicopter pad, the experienced hotel team are on hand to create and deliver bespoke programmes suited to all groups and their requirements. Connect with the Sales Team hotelsales@killarneyhotels.ie today to discuss all that The Europe Hotel & Resort has to offer for your next MICE event including exclusive use options.

On the Record with Russell Hadley MIHI This month, I had the pleasure of interviewing IHI Board Member Russell Hadley. Russell is the General Manager of the Mayson in Dublin and he is the chair of the IHI Events Committee. Regularly referred to as our "go-to guy" for those times when you just need another opinion, we are very fortunate to be able to count on him for his guidance.

How long have you been in the hospitality industry and what made you decide to choose hospitality as your career? I began when I was only 13, where I got a wait staff job working during school holidays and weekends in a local café – The China Rose Tearoom in Harare, Zimbabwe. It was great fun! My parents taught me the value of money from a young age and I would actively save my daily earnings. I realised from this young age that hospitality was definitely a career path I wanted to pursue. At 18 when I finished secondary school, I began a 3-year Hospitality Management Programme with the American Hotel & Lodges Educational Institute. Twenty-three years later I’m still in hotels and don’t foresee that changing anytime soon. I guess its either in your blood or its not… You have been a member of the IHI since 2017, why do you feel IHI membership has been so important to you and your career? I guess for me one of the difficulties when I first came over to Ireland in 2006 was that I did not know anyone in the industry here and so it was like starting from scratch. I completed a strategic leadership course with Failte Ireland / Cornell University back in 2008 – there were about 20 of us on the course and it was an exceptionally great way to network and get to know a number of other senior managers in the industry. 12

I still keep in touch regularly with many of those who were on the course with me. It really opened my eyes to the importance of networking, ultimately one of the main reasons why I later joined the IHI. Networking in this industry is so important. You also currently serve on the IHI Board, what matters do you feel should be a critical focus for the IHI? I think the “perception” of the industry has always struggled, but in recent years (not helped all by covid) I feel the perception has, if anything, sometimes worsened. Its seen as an industry with unattractive rates of pay and long, unsociable hours. All too often the positive elements such as job satisfaction, the social interaction, the day-today variety and indeed the ability to travel/work anywhere in the world are all forgotten. I have many good friends who have been able to travel the world whilst working for a number of international hotel brands, all whilst progressing their careers to senior levels. One of our primary aims in the IHI has always been to help support both managers and aspiring managers to reach their full potential within the industry. I believe we have an important role in helping to promote our industry as an attractive, exciting career and one with immense opportunity for growth and development.

Considering the current environment, what advice do you give to students currently enrolled in hospitality & tourism programs across Ireland? DON’T DO IT… (I’m only joking) I consistently hear other managers say, “if you work hard you will progress.” There’s a perception out there that if you work 50–60-hour weeks, you will progress further in your career. Covid has changed our lives considerably, work-life balance is far more important than ever before. If we continue to be seen as an industry where you need to work long hours to progress your career, then I think we will only struggle further to attract new, young talent. I would rather say to those students – let your personality, your charisma and your charm shine. Showing your passion and dedication to the industry is far more valuable than working 60-hour weeks. When recruiting, I consistently look at personality, attitude and passion, far more than I would prior experience. So, I would say to students – if you allow your passion and personality to shine, then you are just as likely, if not more, to progress your career. Throughout your career, you have had the opportunity to work for a number of large and wellknown organisations, what would you say has been your most challenging role and why? Whilst also one of my most rewarding roles, the most challenging role was my time in Meikles Hotel, Zimbabwe. During this time (2004-2006) I was Deputy General Manager for the hotel and inflation rates were reaching over 500 - 600%. This meant that prices of commodities were increasing on an almost daily basis. Many of our staff were paid monthly, which meant their salaries were virtually worthless by the end of the month. It meant having to rapidly adjust “the ways of doing business”. Staff paydays were amended, menus adjusted, hotel accommodation rates quoted on US$ prices and multiple new positions created within the finance and purchasing teams. Looking back at it now, I think it certainly helped me become far more reactive and dynamic as a manager.

I still clearly remember the many trips we used to make in the company cars going around to various wine shops buying up large stocks of wine, as it would be multiple times cheaper than buying from large wholesalers who would have been much quicker at reacting to price increases. Looking back at it now, there were many challenges faced on a daily basis, yet it was still a hugely rewarding time and a time the hugely fostered team spirit. Lastly, can you tell me what the best part of your job is? There’s probably two things I most enjoy. One is being a mentor to the managers within my team. It is really rewarding to see them progress. Press Up Hospitality Group, particularly excels at this element. Having over 60 venues within our group means that there is immense opportunity for promotion to those who show their passion. There are a multitude of examples of General Managers / Senior Managers across the group who have risen through the ranks. The second part is the variety that the job brings. No two days are ever the same. No matter how well you plan out your day, it never works out happening that way. “Curve balls” are thrown at you regularly. The variety that comes with the industry keeps it exciting and enjoyable - I honestly could not do a mundane 9-5 desk job….

FREE NOW goes electric in Cork, Galway and Limerick New Eco booking option allows more passengers across Ireland to book hybrid or electric taxi on FREE NOW app at no extra cost ● FREE NOW launches Eco booking option in Cork, Galway and Limerick providing passengers with sustainable transport at no extra cost following a successful launch in Dublin with demand up 146% from September 2020 - July 2021 ● 87% of passengers are worried about climate change and 60% would like to have sustainable transport as a default booking option on the app ● FREE NOW is expanding its electric bookings across Ireland in conjunction with European Mobility Week 2021 to support uptake of sustainable transport across Europe ● FREE NOW has offset 173,000 tonnes of CO2 emissions that covers all the emissions produced by the company and its services from the beginning of 2020 onwards Ireland’s leading multi-mobility app FREE NOW, today announced the expansion of its Eco booking service in Cork, Galway and Limerick. From today passengers in these cities can choose more sustainable transport options by selecting a hybrid or electric taxi on the app at no extra cost. Today’s announcement forms part of FREE NOW’s sustainability strategy - Move to Net-Zero programme - which includes immediate offsetting and long-term Net-Zero efforts with the goal of achieving 50% fully electric vehicle rides by 2025 and 100% zero emissions by 2030. The national expansion of the new Eco booking service into major cities across Ireland coincides with European Mobility Week 2021 which takes place from the 16 th -22 nd September to support sustainable transport across Ireland. Following the initial launch of its Eco booking option in Dublin last year, FREE NOW has experienced a huge demand from the public for environmentally friendly transport choices with eco trips in Dublin soaring by 146% between September 2020 and July 2021.

According to new research conducted by FREE NOW*, 87% of passengers are worried about climate change and 60% would like to have sustainable transport as a default booking option on the app. Furthermore, 58% believe that there are too many private cars on the road, and 17% stress that private vehicle dependency is one of the main transport difficulties in their area. The vast majority (97%) also think that businesses should make it easier for consumers to adopt greener habits through their services. Niall Carson, General Manager at FREE NOW Ireland: "We are delighted to announce the launch of Eco bookings for drivers and passengers across Cork, Galway and Limerick. Supporting the national effort to develop a more sustainable transport system across Ireland is a crucial part of our sustainability strategy, and the expansion of our electric offering is a key milestone in reaching our target of a 50% EV fleet by 2025, and 100% net zero emissions by 2030. The demand from our passengers for more environmentally friendly transport is extremely positive with 84% saying they would choose a sustainable booking option if it was available, so we are delighted to make this a reality at no extra charge for people in X as we continue to expand our electric offering. It is crucial that our drivers are also enabled to make the switch to an EV vehicle in order to support our national expansion. We have developed a dedicated EV expert team which provides our drivers with ongoing advice, webinars and support throughout their switch. We have also invested 6 million euro this year to help taxi drivers across the country purchase home chargers for EVs - making charging easier and encouraging more drivers to go electric. A smart and sustainable transport infrastructure will play a vital role in our journey to reach the government’s target of carbon neutrality by 2050, and we hope to build on today’s Eco booking launch in Cork, Galway and Limerick in the coming months with continued expansion nationwide.” FREE NOW sustainability commitment across Europe FREE NOW has integrated almost 130,000 new electric vehicles in the app in order to widen its green mobility offer and become the mobility platform with the biggest vehicle choice in Europe. By the end of 2021, FREE NOW expects to complete 4 million rides with multi mobility partners such as TIER & VOI (Scooters , EMMY & Cooltra (Mopeds), Miles & ShareNow (car sharing) on the app. FREE NOW is also working with ClimatePartner to develop offset projects to compensate for the current output of CO2 emissions produced by both the company and its services. In total, FREE NOW is offsetting 173,000 tons of CO2 emissions with three projects in Madre de Dios, Peru (dedicated to protecting a threatened piece of the Amazon); in Indonesia (extending wind energy in the region and developing rural areas); and in Europe (supporting the afforestation and the change of local forests by regional tree planting). 15

8 Ways to Build an Effective Employer Brand Your Employer Brand is how you are perceived as an employer, separate from your reputation as a business. An effective Employer Brand can help your organisation reduce hire times, attract a higher calibre of candidates, reduce attrition, minimize the cost per hire and more. In essence, your Employer Brand is what will help you attract and retain talent, but how can it be built? In this article, we will provide you with a guide to help your organisation gain an advantage in an ever-competitive talent market. 1. Defining a Strategy The first step in defining your Employer Branding Strategy is to create your unique Employee Value Proposition (EVP). Your EVP is your people deal, conveying what will be received in return for the skills provided by employees. While your full EVP will be shared internally, information on compensation, working structure, location, development, and what is unique about your culture will form the basis of your Employer Brand. A key point to consider here is what will entice the talent you are seeking to attract. The benefits and perks on offer should appeal to your target audience, which will differ by industry and demographic. This will require collaboration between your HR and Marketing function, working in tandem to ensure what is offered is well communicated, targeted, and crucially, can be delivered. Your Employer Branding Strategy will adapt in line with the needs of the business. If you wish to develop a new department or increase the diversity of your workforce, you will need to adjust your offerings and messaging accordingly. Your strategy when realised should ensure the talent needed to achieve the organisation’s objectives can be recruited. Set goals with clear indicators of progress and adapt your strategy from the results. You may want to increase the average number of applicants, referral rates, and brand awareness, and decrease your turnover and recruitment budget. Measure them, track them, and adapt! 2. Allocating Resources Who will be responsible for managing your Employer Brand? For smaller organisations, this may be Marketing or HR. However, if you are a larger organisation, it would be wise to employ an individual dedicated to the task. With a poll we conducted at our most recent Employer Branding Summit indicating just 45% of organisations employed an individual responsible for their Branding Strategy, hiring for this position should be considered as the ROI can be significant. Ensuring that what is advertised in your branding activities is realised will require buy-in from the entire organisation. Should you market yourself as an organisation who offer excellent work-life balance arrangement and development opportunities, leaders will need to maintain those commitments. To do this they will need to be aligned with the strategy, its purpose, and equipped with appropriate resources and training at the earliest stage possible. 3. Aligning EVP and Employer Branding Strategies If your Employer Brand is what candidates see from application to onboarding, your EVP is where continuity between what was offered and what is experienced should be found. The culture that you have advertised should be felt by the employee, including the perks, development offerings, and ways of working which you have promoted at the heart of your Employer Branding Strategy. The most effective time to begin this is as soon as the employee joins the organisation. 17

4. Developing a Strong Onboarding Programme Your onboarding programme represents far more than an introduction to your processes and working systems. It presents a valuable opportunity to show your new hires that you are trustworthy, in that what you have leveraged to attract them is the reality of life in the organisation. This is why it is so important to ensure alignment across the organisation, failing to do so can impact your Employer Brand and the experience of new joiners. 5. Encouraging Employee Advocacy You have worked hard to create a positive and productive work environment. Your employees can feel that and would be delighted to tell others about it. Personal social media accounts can be used to amplify your great culture through personal posting using your company hashtags. A team of employee advocates amplifies your messaging, provides authentic promotion for your culture and strengthens your brand organically. 6. Differentiating Through Culture – The Power of Storytelling With so many organisations competing for attention in the digital space, how can you ensure your organisation stands out? Authenticity is key here, people are drawn to what they feel connected to, real stories that offer genuine insights into your culture. Share stories about what makes your organisation stand out, whether that be your CSR activities, organisational structure, team building, development, or anything else you excel in. 7. Promoting and Activating Effectively With what you want to covey in your Employer Branding Strategy determined, you will need to ensure you are promoting your brand effectively. This is where you will leverage what you can offer to create a desire to join your organisation. Who you want to recruit and where talent is in the recruitment funnel will play a big role in your promotion strategy, however, the examples below apply to every organisation. When a prospective employee is researching your company, your online presence will be their primary reference point. Your careers page will be a big part of that, and so you should ensure it reflects your culture. Discuss your values, development offerings, employee testimonials and information on what makes you unique as an employer, all of these will be drawn from your EVP. Sticking with the theme of your online presence, your social media accounts, and LinkedIn, in particular, will be another avenue through which job seekers will research your company. Be sure to utilise this space to share what makes your culture great, this could be your CSR activities, group outings, announcing new joiners or anything you feel represents your organisation best. You can also share useful resources to grow your following and get more eyes on your organisation. When you list a vacancy on a job search website, you will of course need to include all of the necessary details on the specific role. However, you should also seek to offer some insights into your culture, using your EVP to guide what you include. Discuss your organisational values and how they are lived and give an account of the type of social environment that reflects the tone of the organisation. 8. Raising the Credibility of Your Employer Brand Now that you have built, developed and promoted your Employer Brand, you need to ensure to raise the credibility of your Employer Brand.

A tried and tested way to do so is through third-party validation. An organisation can present itself any way it wishes, but will they open up their people practices to external experts and put their culture to the test? Are they willing to let their employee’s voices be truly heard? Doing so demonstrates a commitment to transparency and people. By joining the Great Place to Work Programme and achieving the recognition threshold, you are not only showcasing to the world you are a great employer but you also get a worldwide known external validation of it. Once you are accredited, you can include your Certification™ logo on your website, careers page, role listing, social media accounts and much more. All excellent ways to increase the credibility of your brand and help you stand out from the rest. Through the Great Place to Work Programme, it is the employees of an organisation that determine whether an organisation can be certified as a Best Workplace, which sends a powerful message to talent. By achieving the recognition, you also get the confirmation that your new employees get what they expected at the recruitment stage. When you can leverage Great Place to Work certification to enhance your Employer Brand, you are demonstrating your commitment to your people. You are stating that you are investing in creating a culture built on trust, camaraderie, fairness, credibility, pride, and respect. Your status as one of Ireland’s Best Workplaces gives you an advantage over your competitors in the war for talent. To find out more about how recognition as a Great Place to Work can help you build your employer brand, get in touch with our team today.

GREAT NATIONAL THE ‘OFFICIAL HOTEL PARTNER’ TO 'MOVING WEST' The Great National Group is delighted to be announced as the ‘Official Hotel Partner’ to ‘Moving West’, a new six part series on TG4 presented by Mary Kennedy and show-casing life in the West of Ireland. The Great National Group is one of the largest independent hotel services companies in Europe with over 100 properties throughout Ireland and the UK, comprising two brands, ‘Great National Hotels and Resorts’ and ‘Classic British Hotels’. 'Moving West’ begins on TG4 from Thursday 23rd September at 9pm and is repeated every Monday at 7.30pm. The six part series is produced by Dundara Television and Media in partnership with the Western Development Commission and is hosted by veteran TV personality Mary Kennedy. Each episode follows individuals who have moved to the West of Ireland searching for a better work/life balance plus new career opportunities and will undoubtedly prove to be popular viewing given the current interest in remote working. Mary Kennedy is one of Ireland’s most renowned and much loved television presenters. Her ability to put people at ease is key to creating this warm and informative series. Mary's love of the west of Ireland is also compelling and she spends quite a bit of time with her sister Deirdre who lives on Inis Meain. “I think the series is very timely and I think it fits in very nicely with a different way of thinking about living and working which developed during the pandemic” according to Mary. “I’m a Dub, but I just love rural Ireland. The series is in a bilingual format in Irish and English and I just relish having the opportunity to use my Irish, a language I love. I really enjoyed filming with Enda and the team and meeting such inspirational people who had made the move west. It’s a very genuine and lovely series.” Each episode of ‘Moving West’ will also include a 20-second advert for Great National which may be previewed here https://youtu.be/XiA9cNjH2-A 21

August was another strong staycation month With no big surprises or substantial changes in relation to Covid restrictions, our August data shows an undisturbed, generally successful month for Irish hoteliers. Not only was it a strong staycation month (naturally, given it was the last month of summer) it was also a strong month for bookings. With over 90% of adults now partially vaccinated, consumer confidence is growing. Elsewhere, it looks like London’s hotel performance was the highest it’s been since the start of the pandemic (occupancy was at 56.8%) Dubai’s performance was up compared to the previous month (occupancy was at 58.4%), while Australia’s performance was the lowest since May 2020 (reflecting the country’s state of lockdown).

How did bookings fare? We noted an increase of 21% for August bookings in the Republic of Ireland compared to the same month in 2020 and an increase of 35% compared to the same month in 2019. In the North of Ireland, we noted an increase of 22% compared to the same month in 2020 and 44% compared to the same month in 2019. Overall in ROI, 41% of bookings were made to stay in August, 27% were for September and 13% were for October. As the month creeped towards autumn, we began seeing a change in the type of bookings being made – they moved away from midweek breaks, shifting more towards weekend breaks for September & October. Strong bookings have been made for the October midterm break, and for the middle of December, ahead of Christmas (very interesting considering that American hotels are noting Christmas vacations being booked earlier than ever before). Over in the North, the market has maintained its confidence. 24% of their bookings in August were for stays during the month, while 28% were for September, 16% were for October, 10% were for November and 11% were for December.

How was site traffic? Consolidated site traffic remained steady and did not drop compared to July 2021 – we had expected a drop after the summer, but as we’ve touched on, autumn bookings are strong. We noted an increase in the number of properties needing to compete more strongly with Booking.com on the Google Hotel Ads platform, as they increased their spend before heading into the autumn months, gaining impression share as they did so. We strongly recommend that hotels consider maintaining their Google Hotel Ads budget throughout September despite it being a quieter time for bookings. The commission bidding model means that you only pay for bookings made, not just for clicks, so it’s an incredibly smart investment

What about cancellations? The cancellation rate for August finished at the same place as it did in July – at 22% (it began at 17% and increased throughout the month – we noted September’s cancellation rate at 17% at the beginning of the month also). If you are interested in delving deeper into August booking stats, please contact us at hello@netaffinity.com for more.

Keep your website fresh this autumn Life starts all over again when it gets crisp in the fall – F. Scott Fitzgerald Life starts all over again – and so do your bookings! With summer officially over and September upon us, it’s time to wipe the slate clean, freshen things up and prepare your website properly for bookings made in the latter part of 2021 – bookings being made for autumn, winter and 2022. With a covid booster programme being considered in the UK, and even further restrictions being lifted in Ireland over the coming weeks, Covid is far from over but our societies are progressing towards a more manageable state of dealing, and living with, the situation. As always, a healthy, well structured (and well optimised) website is crucial to the success of your hotel’s direct bookings heading into autumn, winter and early next year. Connecting the dots between everything – your website, your metasearch, your socials, your email marketing – will mean that less customers will fall through the gap (don’t underestimate the importance of metasearch – Google Hotel Ads are currently delivering anywhere from 10-30% of the overall Google Ads revenue for hotels using the platform).

How do you make sure your website is a healthy one? Your content plays a big role. When we say content, we’re referring both to the ‘functional’ pages detailing what your hotel offers, as well as additional ‘useful’ or ‘entertaining’ pages of content that might be found on a blog or a more specific landing page. The landing pages you need at the forefront of your website currently should be around midterm breaks/Halloween, Cyber Weekend, Christmas/New Year, and gift vouchers. The Content Marketing Institute tells us useful content should be at the core of your marketing. There are 27,000,000 pieces of content shared on the web everyday… so the importance of trying to write relevantly for your audience can’t be underestimated. Your guests need to informed – don’t make them go elsewhere for what they could easily learn on your website. They also need to be reassured, which is where the likes of health & safety measures come in. Always make these clear and accessible. Watch our masterclass in content marketing back here.

Knowing who your audience is crucial Everything you know about your audience will help make your content relevant to them. If you’re a Revenue or Sales/Marketing Manager, content collation probably isn’t your top priority in the day-to-day. This means you might not put as much time into it – naturally. You need to write for your guest, not for yourself. Who knows your guests better than you? Put yourself in their shoes – this helps when it comes to the practical stuff like offers, add-ons and even room rates, too. If you are refreshing landing pages for autumn, and putting together new ones for Christmas, think about it logically: who are you speaking to? Have you the right guest personas in place? It will help to know what devices they browse on, and where they’re booking from. Use Google Analytics and your social platforms to get a gauge of who’s who and what they like. Talking to guests helps too. Personalisation can help to increase your revenue, because people like to be listened to – they like to be provided with what they want and need, personally. All of this will help to create a loyal customer, one who comes back again. According to Hubspot, “consumers don’t just like personalized marketing experiences. They expect them.”

What are some practical actions to take now? Make sure your website is totally mobile-optimised. Mobile revenue has been soaring – and it will only continue to do so. Providing a smooth and pleasant mobile experience is so important – it is a game changer for certain bookers. Don’t think of it as a nice to have – it’s a must-have, a crucial element to consider and take seriously. Have a good review of your website’s mobile experience & functionality. How does it fare? Is everything appearing as it should? Is everything where it needs to be? Does the entire booking process work okay? Whoever your website provider is, if you can, make sure you start planning on using Christmas features. Remember how important visual elements are to a website! How it looks (including little touches) contributes to how people perceive you and your brand. Don’t underestimate their importance! We mentioned it earlier, but do you have all of your key landing pages up, properly visible and accessible, and do they feature the correct rate plans for the right guest personas? Like pieces of a jigsaw, it’s only one part of the job to have all of the pieces on the floor – in order to connect them all in the right place, you need to fit the correct pieces together. Everything needs to be where it should be. Try to have content and dedicated pages for midterm breaks (include your Halloween offers), Cyber Weekend, Christmas/New Year and for gift vouchers too. ‘Tis the season! (Well… almost). As part of all this content, make sure you update all your summer images with autumn and winter-style images. Check, check and double check! You don’t want a big glaring beach under the sun shot forgotten somewhere. When it comes to Covid, we’d all rather be rid of the word for good, but that’s not the world we’re living in. We’re living in a world full of people who need to be reassured at every point that they’re in safe hands when they decide to go away. With this in mind, continue to review your health and safety information. Keep it all fresh and updated if anything needs to be added, and keep it visibly accessible so people can find it when they’re browsing your homepage – we recommend including a link in your footer, so your action bar and key sections of your homepage can be used for new content and offers. Speaking of your action bar, if your website has one (which it should!) keep updating it with new, seasonal offers. For now, perhaps it’s still pushing your autumn offers. In a few weeks time, it will be a good idea to start using it for Christmas offers. If it has a timer feature, this is an excellent way of creating urgency on the countdown to Cyber Weekend.

Listen to your guests Take a look around at your latest customer reviews. Are there any comments submitted through your website forms that you could consider, anything you could action or implement from suggestions given? If there was a standard question or something that had been queried more than once, this could even be added to your FAQs. Customer feedback is crucially important to the ongoing success of your hotel bookings. While on the topic of customer reviews, don’t forget to also review your Google my Business & TripAdvisor profiles. Amend your opening status if needs be, and respond to any new reviews that have come in. Being seen to respond to your customer reviews is important for both the reviewer, and new guests to see. It shows you are conscientious and that you care about guests and their experience.

Enhance their experience When it comes to all of your current and upcoming seasonal offers, remember this – enhancements help to improve your average booking value. Are all of your enhancements valid for 2022? Make sure they are! Check out all of the images and pricing, too. Just make sure that everything is where it should be – that the right enhancements are connected to the right rateplans. The safest way to make sure all is good in this area is by going through the booking process yourself. It might take time, but it’s worth it to be safe. Be creative with them! Think about the seasonality of your offers – how can you have fun with your enhancements? Be playful. They don’t need to be big, every flourish is a flourish. If there is anything we can help you with in relation to your website, reach out to us on hello@netaffinity.com – we create bespoke hotel websites and also provide our clients with access to our website builder, which is updated with fresh new themes regularly. All mobile-optimised of course!

Training Programmes Executive Leadership Programme Start Date: 02/11/2021 + 9/11, 18/11, 25/11 & 2/12 Duration: 10am- 1pm each day Location: Online via Zoom Fee: €313 Since the reopening of our industry, it has been evident that leaders need skills to enable them to adapt to change, carry out new job roles and manage teams more effectively due to reduced staff numbers. This five-week programme will teach leaders the skills to run and operate business activities more effectively. This course will cover coaching as an executive leadership tool, its importance for executive leaders, implementing leadership techniques, managing techniques and teams. https://www.rhskillnet.ie/training/exec-leadership-programme/ Who is this course for? This course is ideal for those who are General Managers, Deputy General Managers, Hospitality Business Owners.

Emerging Talent Workshop Dublin Start Date: 4/11/2021 Duration: 10am - 1pm Location: Ashling Hotel Fee: €78 https://www.rhskillnet.ie/training/emerging-talent-workshop-dublin This workshop is ideal for those who are aspiring to be or have just been promoted to Supervisors/ Junior Managers. This workshop will allow you to uncover more of your brand, understand what motivates you, detail your work life balance and explore personal fulfillment. It will enable you to develop self awareness and analysis your ability to lead your team. You will also have the opportunity to work on your personal development plan. This workshop is a great opportunity for discovery and growth and to network with like minded individuals.

Supervisory Skills Programme Start Date: 3/11/2021 + 11/11, 17/11, 24/11 & 01/12 Duration: 10am - 1pm on each day Location: Online via Zoom Fee: €313 https://www.rhskillnet.ie/training/supervisory-skills-programme-nov/ This programme provides impart skills that you are expected to know but have never had the opportunity to learn. The programme consists of a 3 hour zoom session, once a week over 5 weeks with 2 projects as part of the programme. This is an ideal opportunity to network with others in the industry. This course is ideal for those who are aspiring to be or have just been promoted to Supervisors/ Junior Managers.

Supervising First Aid for Mental Health (Level 3) Start Date: 10/11/2021 + 17th November Duration: 2 days (9.30am - 4.00pm) Location: Online via Zoom Fee: €176 Supervising First Aid for Mental Health (Level 3) 10th & 17th November - Training Course (rhskillnet.ie) Mental health issues in the workplace exist and effect all individuals. Businesses are now, more than ever, encouraged to take ownership of employee wellbeing and we can help you achieve this. This course encompasses the content of the Level 1 and Level 2 First Aid for Mental Health Awards courses and incorporates the first aid action plan for mental health and how to implement a positive mental health culture in the workplace. Gain the confidence to be able to know what mental health is and how to recognise, start a conversation on and support various conditions. Learners will gain the knowledge to identify when a person may have a mental health condition and know where they can go to get help. This course looks at harmful coping mechanisms and how to recognise when there may be a problem, as well as identifying ways in which individuals can look after their own mental health. This course is aimed at those employed within the hospitality industry as trainers, assessors and supervisors. 27

Save the Date IHI FOUNDER'S EVENING

“Le Chéile Arís”

25th November 2021 More details coming soon.

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