American Hotel & Lodging Educational
Institute
2013 ISHAE Winter Conference
Important Announcement
HTMP International Competition
April 9-11, 2014
Buena Vista Palace, Orlando
PSA Roundtable Date:
April 9th * 8am-12pm
Quick Highlights of 2013
• As of November Board Meeting, EI was
$400k over budget for the year.
• Pearson digital curriculum – converting
existing textbooks by chapters into
modules.
• Continued workforce growth – multiple
projects.
• Bermuda Island Mandate
• CVB Partnership Growth
Quick Highlights of 2013
• New international partnerships: Tunisia,
Spain, Myanmar, Indonesia, Israel, and
Haiti
• China:
o We now have 9 Regional Partners covering
10 provinces
o Full time employee based in China
Quick Highlights 2013
• Egyptian Cascading Training Model
– Replicated successfully in Palestine, Nigeria
and Albania
What Worked in 2013
• Incorporate EI into your Board Meeting,
tradeshow or conference. This can be as simple
as putting out marketing pieces or as big as
having EI do a formal presentation.
• Incorporate EI into your Education Committee
and/or education programming (Colorado
Season Pass).
• Monthly status check calls.
• Working together on BIG projects (Cook
County/Illinois, Diageo Grant/Florida, California
Community College Pathway, Colorado City of
Denver project, DC grants, etc.)
Working Together
Recertification Program
1. CHA’s and other certifications work on a points
scale when the applicant needs to renew their
certification.
2. Example: CHA’s need to earn (60) points to
qualify for recertification. (30) of those points
come from their qualifying position, and (30)
have to come from continuing education and
training.
3. PSA’s could be an integral part of this process –
and form a win/win for both the PSA and EI.
Recertification Program (cont.)
4. PSA Activities and Events Count towards
these recertification points:
–
–
–
–
–
–
Serving on PSA Board of Directors = 5 Points/Year
Serving on PSA Committee = 4 Points/Year
Serving as a guest speaker or panelist at PSA Event = 2
Points per presentation
Attending PSA Conference or Tradeshow = 1 Point per
event
Member of PSA = ½ Point per year
Participating in PSA Webinars or Seminars = 1 Point per
seminar or workshop (minimum 3 total hours; can be
accrued over time)
Recertification Program (cont.)
5. Each recertification fee equals at minimum $200
6. By working together to market to candidates, the
PSA’s not only increase participation on
boards/committees and attendance at conferences,
but could also use this as a way to “get in the door”
to non-members and get them engaged in the state
association.
7. PSA’s also will encourage recertification by
marketing the ease at which candidates can access
points through PSA initiatives. By doing so,
recertification sales will increase in your state.
New Products
AVAILABLE
• Controlling Alcohol Risks Effectively® (CARE)
Substantially revised workshop with new
video and expanded workbook
• New sections:
– information relevant to casinos and tobacco
sales
– alcohol situations specific to hotels, including
minibars, in-room dining, retail outlets/gift
shops, and banquets
– comprehensive PowerPoint to support the
workshop
AVAILABLE
• Certified Hospitality Instructor (CHI) – New
Curriculum
– A two-level online self-study program
– Individuals currently employed full or part-time as a
secondary school instructor teaching a hospitality
curriculum, including EI’s Hospitality and Tourism
Management Program.
– Custom textbook and supporting materials for each level
– Completion requirements include:
• 50-question exam (per level)
• passing the Level 1 and Level 2 exams with a score of 70% or higher
• completing a 120-hour internship
AVAILABLE
• LinguaTV Online Language Training for Hotel
Professionals
– Industry-specific course designed to develop
listening, speaking, reading, and writing skills by
focusing on realistic and entertaining hospitalityoriented scenarios.
– Consists of 20 lectures, each focusing on a particular
hospitality situation (such as making a reservation
or recommending tourist attractions)
– Features brief video segment and a variety of
interactive exercises to test listening
comprehension, vocabulary, and grammar.
UNDER CONSTRUCTION
TripAdvisor®: Reputation Management
• Get People Talking: Encouraging Positive Guest
Reviews
– A 30-minute online course for front line staff on their role in
contributing to the guest experience and, ultimately, the reviews
they write online about a property.
– Overview of TripAdvisor
– How travelers use reviews to help choose a property
– Create staff awareness of their impact on guest satisfaction
– Understanding where negative reviews come from
– How to (and how not to) ask guests for reviews
– Handling guest threats/blackmail
– Review fraud and penalties
LAUNCH DATE
January 2014
TripAdvisor® Demo
UNDER CONSTRUCTION
• The Certification in Hotel Industry Analytics
(CHIA) is jointly offered by EI and Smith
Travel Research (STR/STR Global).
– The 8-hour self-study webinar program
demonstrates how to “do the math” and
interpret the STAR report. Core content
includes:
• Hotel Industry Analytical Foundations
• Hotel Math Fundamentals – the metrics used by the
hotel industry
• Property Level Benchmarking (STAR Reports)
• Hotel Industry Performance Reports (Trends, P&L,
Pipeline, and Destination Reports)
UNDER CONSTRUCTION
• ECPAT (The Role of Hospitality in
Preventing and Reacting to Child
Trafficking)
– 30-minute online course designed to
provide lodging professionals with the
information necessary to identify and
respond to child trafficking and commercial
sexual exploitation of children.
New PSA Incentive Plan
• Allow PSA’s to access EI commissions, but
gives those states that are more
participatory a chance to earn more money
with enhances commissions.
• EI can now work with each PSA based on
their individual need and structure, as
opposed to a one size fits all model.
• EI and the PSA will have a working list of
deliverables, so that each side is on the
same page with what to do for the year.
Tier 3 Partner
Tier 3 Partner
By signing the AH&LA PSA Agreement, Partner State Associations have access
to Tier 3 level commissions.
PSA Deliverables
• The PSA will make active attempts to introduce EI to members of their
association for sales purposes.
• The PSA will include the EI quarterly Ad Promotion in the appropriate
communications to members.
• The PSA will include information on EI products, programs and
certifications on their website.
EI Deliverables:
• 3% commission on ALL industry sales in their state* (maintaining same
exceptions as outlined July 2011)
• EI will continue to have a full-time staff person in place to assist PSA’s
with sales and marketing efforts.
Tier 2 Partner
PSA Deliverables
• At least (1) primary point of contact will actively work with EI and Pearson to
promote and sell products to both the industry market and the high
school/workforce market.
• The PSA will make active attempts to have EI certifications, curriculum, and
programs appear on state approval and/or adoption lists. The PSA will work in
conjunction with Pearson on this endeavor in the high school space.
• PSA will help to build industry relationships in order to assist high schools and
workforce clients with internships and job shadowing.
• A member of the PSA will contact each HTMP and START program at least
once per year (either via phone or in person).
• The PSA will submit a yearly marketing/communications report to EI that
covers what efforts have been done to increase education awareness and
sales in their state.
• The PSA will make active attempts to introduce EI to members of their
association for sales purposes.
• The PSA will include the EI quarterly Ad Promotion in the appropriate
communications to members.
• The PSA will include information on EI products, programs and certifications
on their website.
Tier 2 Partner
EI Deliverables
• 7% commission on ALL industry sales in their state
(maintaining same exceptions as outlined July 2011)
• 10% commission on all HTMP, LMP, and START sales
in their state (excluding DVD’s)
• EI will continue to have a full-time staff person in
place to assist PSA’s with sales and marketing efforts.
• Bonus Option = if the PSA will work with EI to
actively promote and obtain state approval (not
teach) for the CARE Alcohol Compliance Program, EI
will offer a 10% commission on sales for that product
line.
Tier 1 Partner
PSA Deliverables
• At least (1) primary point of contact will actively work with
EI and Pearson to promote and sell products to both the
industry market and the high school/workforce market.
• The point of contact may be full-time or part-time, but must
dedicate at least 50% of his/her time to education
initiatives.
• The point of contact will attend a quarterly training session
(via webinar) on EI programs, products, and certifications.
• The PSA will make active attempts to have EI certifications,
curriculum, and programs appear on state approval and/or
adoption lists. The PSA will work in conjunction with
Pearson on this endeavor in the high school space.
• The PSA will appoint (1) designated trainer on staff to
become certified to teach at least one EI course (Guest
Service Gold, CARE, CHA Review session, etc.)
PSA Deliverables (cont)
•
•
•
•
•
•
•
•
The PSA will include at least (1) EI certification class as part of an established
PSA function (annual conference, chapter meeting, board meeting, etc.). The
designated trainer on the PSA staff shall teach the course.
The PSA will work with Pearson to maintain a master contact list of all schools
and teachers utilizing the HTMP and START programs in their state. An annual
report will be submitted to EI by October 1 each year.
PSA will help to build industry relationships in order to assist high schools and
workforce clients with internships and job shadowing.
A member of the PSA will contact each HTMP and START program at least
once per year (either via phone or in person).
The PSA will submit a yearly marketing/communications report to EI that
covers what efforts have been done to increase education awareness and
sales in their state.
The PSA will make active attempts to introduce EI to members of their
association for sales purposes.
The PSA will include the EI quarterly Ad Promotion in the appropriate
communications to members.
The PSA will include information on EI products, programs and certifications
on their website.
Tier 1 Partner
EI Deliverables
• 10% commission on ALL industry sales in their state
(maintaining same exceptions as outlined July 2011)
• 25% commission on all HTMP, LMP, and START sales in their
state (excluding DVD’s)
• EI will continue to have a full-time staff person in place to
assist PSA’s with sales and marketing efforts.
• EI will allow staff members of the PSA to obtain their
Certified Hospitality Trainer (CHT) designation at no charge.
– Bonus Option = if the PSA will work with EI to teach, promote,
and obtain state approval for the CARE Alcohol Compliance
Program, EI will offer a 25% commission on sales for that
product line.
AND THE WINNER IS….
So Who is in the Lead for 2013?
Seventeen states have already exceeded their year over year goals for
2013 as of the End of Quarter 3!
Alabama
Alaska
Connecticut
Hawaii
Louisiana
Maine
Maryland
Massachussettes
New Hampshire
Ohio
Pennsylvania
Tennessee
Texas
Vermont
Washington
Wisconsin
Wyoming
And those that are this Close
Above 85% in Year over Year Growth
• Colorado
• DC
• Florida
• Georgia
• Illinois
• Oklahoma
2013 Outstanding Partner State
Association for EI
The following states are all neck in neck for
this year’s race to be #1 in the country.
Results will be tallied on January 15, 2014:
• Louisiana
• Maryland
• Massachusettes
• New Hampshire
• Wyoming
But who is in the lead???
MAINE!
Just a reminder of the bragging
rights for our winner…..
Special thanks to….
Colorado Hotel & Lodging Association for
setting the bar so high our first year!
Just for you Matt…