The Hospitality Lexicon

GEM – Guest Experience Management. The process of engaging, measuring, analyzing and creating the best guest experience.

ORM – Online Reputation Management. The process of facilitating and managing your brand mentions online. Also referred to as Social Media Monitoring (SMM). We believe this process is critical to your brand’s ability to engage your guests and their experiences, through their online conversations, to the point of creating and encouraging positive word-of-mouth.

UEP – Unique Experience Proposition. The hospitality equivalent of marketing’s Unique Sales Proposition (USP). The idea that your ability to differentiate yourself successfully from your competition is based on the totality of the non-replicatable uniqueness of the experience you offer. In our business, it’s all about the experience, not the sale.

VoE – Voice of the Employee  An Employee experience measurement program that goes beyond the normal Employee feedback model. A VoE program drills deeper into Employee responses and feedback from their experiences with your brand then gives you a measure of your current brand’s ability to attract, retain and engage the best talent for your business. The employee equivalent of VoG below.

VoG – Voice-of-the-Guest.  A Guest experience measurement program that goes beyond the normal guest feedback model. A VoG program drills deeper into guest responses and feedback from their experiences with your brand then gives you a measure of your current brand’s ability to create and sustain real, organic guest loyalty.

WII-FM What’s In It For Me?  Sorry, it’s not a radio station. It’s usually the first questions anyone asks when told that they need to participate in some change effort or behavioral modification. This is where employers should start the conversation about change efforts in order to get buy-in and acceptance of the need to do so in the first place.