Heiko Figge Chief Operating Officer &

Session Outline... How got involved What it means for Our plan The ultimate goal….

How we got involved… Hospitality Show Birmingham - An opportunity to work together ‘Putting customers at the core of everything we do’ - Strategies to deliver improved customer satisfaction A successful pilot in Aberdeen - HA Airport, Altens & Caledonian A way to assess the effectiveness of - Improvements/Development to our Brand Operating Standards - Delivery of the ‘Thistle Service’ Behaviours

What it means for … Continuous improvement - Developing our talent - Altogether now! Consistency in service delivery -Savvy service, delivered by people who care An industry partnership –Recognised for excellence by the –Industry leading 4

Our Plan September 2009 –Launched at “ conference” September / October 2009 –Self improvement tool prepared by and to support hotels November 2009 –Aberdeen workshop for Re-accreditation by and –Launch of “Hotel Assessment Toolkit” to full estate January 2010 –Regional workshops to provide coaching & support February 2010 –Aberdeen hotels reaccreditation assessment April 2010 onwards –Full estate assessment completed 5

Brand Operating Standards

Our Approach to Service

The Net Promoter Score NET PROMOTER is based on research theory by, Satmetrix – a US research organisation and Fred Reicheld from Bain & Company, that one question provides the best predictor of customer loyalty. This question is: “How likely is it that you would recommend the company/service or product to a friend or colleague?” This question is measured on a scale of 0 – 10 where; 9 and 10 = Brand PROMOTER 7 and 8 = PASSIVE 6 and below = Brand DETRACTOR

Internal Poster Campaign December 2009

to become the first UK hotel group to achieve 100% excellence accreditation from the Institute of Hospitality, with all 31hotels becoming in 2010 Hospitality Assured Accreditation

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