In this episode of Keeping Up with Events, we’re taking you behind the scenes of one of the most influential global hospitality brands, Hilton. Hilton is helping the industry find its way back back to safe events and are committed to keeping their guests and staff safe while doing it. They have spent countless hours honing in on their event & guest safety to ensure a great experience for their guests at over 6,000 hotels around the globe. Today we are filling you in on how they have succeeded and giving you tips to apply to your own event and local markets.
In this episode, your host Mark Catuogno sits down with Zena Phillips, CMP, CPCE, Senior Director, Catering & Events – Americas at Hilton. They discuss how Hilton is leading the charge and creating safe experiences for their guests, how to be adaptable planning post-pandemic, catering, hybrid events, and more. You can’t miss this episode! Let’s jump in!
Full Transcription: How Hilton is Paving the Way for Safer Stays and Events
Mark Catuogno:
Welcome back guys to Keeping Up With Events. Today we have Zena Phillips, a Senior Director of Catering Events by Hilton Americas. Zena, thank you so much for joining us today. I’m so excited to have you on. You are the Hilton expert on fine hotels and luxury. So excited to catch up with you. I haven’t seen you in such a long time, and just tell us a little bit of how things are going with Hilton and your family, and how are you?
Zena Phillips:
Mark, it is great to be with you today, and thank you so much for inviting me. I’ve been really looking forward to our conversation. And I will just say, I’m looking forward to the day that we can do it in person too, hopefully, sooner rather than later. But things are going well. Thank you for asking. They’re going very well. I think that with things changing every single day in terms of what the CDC is coming out with trends, and vaccinations. And gosh the numbers, and how they’re trending positively for the U.S., and for most countries around the world, we definitely have for reasons to be positive. And our earnings just came out last week. Then I know our CEO had some positive things to say, not only for Hilton but for the industry. So, I don’t know about you, but I’m really encouraged by that.
Mark Catuogno:
I was just reading something even on LinkedIn, how group travel and corporate travel are being bumped up again. And as a person that travels a lot as you know me, and just helping our clients. And it’s just so amazing to see things starting to get back to normal, and why I really brought you on today, not just as a friend, and colleague, but I’ve been so proud of the Hilton brands that you guys have just stayed so consistent, so on top of it. And honestly, your cleanliness guideline has been something so impactful to me.
Health and safety is the core heart of MC Event Consulting. And that’s something that as our clients are now getting back open, and now we’re starting to compare hotels, and that is going to be something that we’re really now looking at is, how are hotels protecting the group guests? And also just standard regular travel. And it’s really been important to showcase what companies have been doing right during COVID. And we’ve had such a numerous amount of different planners and vendors on recently. And I thought it was time to bring in a hotel. So, I’d like to dive in a little bit of how Hilton’s been keeping consistency, and set the bar so high for their staff with your Hilton CleanStay policy.
Zena Phillips:
You hit the nail on the head, and that nail is consistency. That’s everything, that’s everything. We have over 6,000 hotels around the globe. And as you mentioned at the start, I’m over the Americas, which is still about 20 countries, and the U.S. obviously makes up a big part of that. But 6,000 hotels, if you don’t have consistency, how are you going to instill confidence in your guests that you have the infrastructure, and the protocols in place? And I’m really proud of Hilton for how they stood up the CleanStay program. Hilton really early on in the pandemic, partnered with RB, the makers of Lysol and Dettol, and they also consulted with the Mayo Clinic. So, with those partners, they developed the new standards that we were going to have in every single one of our over 6,000 hotels for cleanliness.
So, we rolled out Hilton CleanStay. I wasn’t a part of that initiative but where I was brought in was for the next iteration of CleanStay, which was EventReady. So, that’s what I spent almost all of 2020 doing from about April on. And it was an amazing project to work on because it was so important. There was nothing more important in 2020 for what we do, right? For what we do in events, and for this industry, then making sure that we are instilling that confidence in our guests. So, the pillars were clean, which of course built on CleanStay, of being safe, being flexible, and being socially responsible.
Mark Catuogno:
Wow. That is some really powerful words. And I think honestly, as we are having conversations, something really that you just resonated with me, and I’m going through some contract negotiations right now, is that flexibility. And I value, and hope other partners are listening, and also what event planners should be expecting from properties is that flexibility. I think that contracts need to look differently. I think hotels understand that things might shift, and change, and that language. And I think that something I really resonate more with is, it’s being flexible in multiple ways. It’s allowing our clients’ program to be successful, and maybe A isn’t B. I brought on, Terrica Skaggs and she is a wedding planner. And we were talking about how you’re maybe starting off with B, and then A is really what the client wants, but we can’t maybe make that happen.
But also maybe now we can with the change of laws, regulations, and how we are in a different set of circumstances is of how events and planning are. And I think that as RFPs are coming in, tell me a little bit about how Hilton is setting the bar with educating your clients, but also making sure how is that consistency staying apart? Is there somebody that at each property is now almost the cleanliness chief? Is that operations of you’re just operations director or how does the flow of understanding, okay, we set these rules, but how do you make sure they’re staying effective?
Zena Phillips:
Okay. So I loved everything that you just said. There are a few things to unpack. I’m going to start with… No. This is great. So, first of all, yes, we do have champions at every single hotel. And you might think, okay, well, it’s housekeeping that’s leading up the clean initiative. Maybe it’s events. At our hotels. It’s more often than not the Director of Safety and Security. And we have a phenomenal corporate team that is really dialed into CDC guidelines, understanding all the nuances of different countries, and different entities. And taking all of that information that’s out there, distilling it down to make sure that it’s digestible, and understandable for our hotel teams because let’s face it, there’s no one-size-fits-all here. There’s no universal, right? There’s not even a universal trend right now. And for our teams to be knowledgeable, and empowered to interpret this corporate guidance, and make sure that it applies in the right way to their local market, and their own hotel, which is key. It’s again the very foundation of how we’re able to drive that consistency.
So, I think that’s really important. And what you were mentioning about flexibility. I think the best thing that came out of all of this, one of the best things was the fact that that flexibility works always, and it’s all parties that are involved, right? And it’s our job to make sure that we’re setting the right expectation. This is what you can do. It might not be what you would’ve envisioned. This is what you can do. And we’re going to be flexible to make sure that as the guidelines evolve, whether that’s less restrictive or more restrictive, we’ll have those plan A, and plan B, and plan Cs in place. And we can work on that together. We can work on those solutions together, and you know what? If this isn’t going to be what you envisioned, and you need to make a different decision, and you need to move the date, you’ve got the flexibility to do that too. I think the flexibility is just all around, and it’s made for more collaborative relationships.
Mark Catuogno:
And I think that this was a real learning opportunity for hotel event partners. And also re-educating our clients on what we do, how we want to have their best benefit. And I think that we also need to educate the industry, and having calls like this, that we can gather safely. Everybody, I’m going to say it out loud, and preach it. We can gather safely with different guidelines, with different regulations. And something I’m going to also say is that as organizers, we can also set guidelines for our events. If a city you’re doing an event in has different restrictions, and you as the event host, you can set those in your ticket policies, and educate your guests on, well, this is our venue, and this is what we’re going to do. And you work with the hotel to also make sure your policies are being followed if that’s what your program needs. I was speaking to somebody recently, and they were talking about, well, the state that they’re looking to have an event in doesn’t have a mask policy anymore.
Well, you work with what your program requirements are. If that’s a requirement for your program, then that’s best of what you need to do to keep your audience safe. Something that I also was talking about is, I think that this is also a time to advertise your hotel partners on giving them kudos to the guests before booking that room on what they are doing. I think that this is a time more than ever. Somebody I was just recently talking to was using the phrase, “Pulling back the curtain.” Always Hilton has been a safe, and secure brand. I’m a loyal guest to you guys and have always had a lovely stay. That’s not to say that’s going to change now. And that you guys are doing such things differently. It’s more showcasing what has been done right, and how you’re even exceeding original expectations. Would you agree or not?
Zena Phillips:
Yeah, I would. I love that you just said that because you’re right. We’ve always had protocols in place just like all the major brands out there, and independents, and whoever you want to throw into that category. I couldn’t agree more. We’ve always practiced these protocols. Absolutely. There’s a heightened sense of awareness, and heightened attention to what we’re doing, and maybe to the point of even being maniacal about it. And that’s necessary but absolutely. Those protocols and that consistency are just so key. And when you’re able to roll something out on mass, and be able to provide that assurance, and again instill that confidence, everything, because it’s not just us as planners, right? It’s the end-users, the end guest who is on the fence. Is this safe or not? Do I really want to take this chance right now? And those are the people that we need to convince too.
Mark Catuogno:
Absolutely. So, you had a very exciting trip recently, so upset. I was actually in your home state, and you were in mine, so hilarious. But that would be our relationship too, be crossing paths. So, how was your trip to New York? It’s so exciting to see you speak virtually. At least I saw you, that is the greatness of hybrid. So, tell me a little bit, how was your stay at the lovely Conrad, and how was your travel journey, and going, and staying at one of your favorite properties I know in New York. And tell me a little bit about how Conrad Hilton did their hybrid event? That must have been such an exciting feel for the hotel to have such a great market of planners and a tester run. And tell me a little bit how your check-in experience from walking into the auditorium, and getting mic’d up, and going on stage, and speaking. Tell me, were you nervous? Were you scared? Or you felt everything being put together that you had such reassurance to do it in person?
Zena Phillips:
Yeah, absolutely. I’d be happy to talk about that. So, I am based in Miami, and we’ve been opened down here for a while as people probably know. So, in Miami, we are allowed to gather. We definitely have some restrictions in place, and certainly, for indoor gatherings, but for the most part, I mean, our hotels are busy. All brands, everywhere, our hotels are busy. So, traveling up to New York, this was only in, gosh, I think my third trip in a year, and normally I’m on the road 46 weeks a year. So, I hadn’t been on a plane in a while. So, when I got to New York, the first thing, by the way, the Laguardia is lovely.
Oh my gosh. My trip to the city was super quick. There wasn’t a lot of traffic. So then, I didn’t know what to expect. I used to live in New York, and I’m there multiple times per year, I wasn’t expecting that. When I got to the hotel, it was the same. I mean, it wasn’t busy. I think when I was there in mid-April, hotel occupancy was just starting to pick up with some leisure guests on the weekends, not really corporate yet. But it was quiet. And that was new, that was different. And I don’t think I had quite mentally prepared for that. So, checking in. We have Digital Key at Hilton, in almost all of our hotels, especially in the United States.
So, using Digital Key was a great way to arrive, and feel confident that you can minimize the amount of contact that you’re having with the hotel team members if that’s what you choose to do. And I think that’s lovely because you can choose your room. My room was pre-assigned for me, but you can choose your room. You can use your mobile phone to access the elevator, and then access your guestroom, and really choose the degree to which you want to have interaction. And I noticed this with guests too, because some were definitely using their digital key. And then, as they progress throughout their stay, they realized that, yeah, I’m feeling comfortable. I’m feeling a lot more confident. Then maybe on day three or day four versus day one, and I’m going to have a little bit of interaction.
But that was nice because it allows you to get settled in, and get in that mindset that you’re traveling, and you’re in a hotel again. Our CleanStay protocols look the same in every hotel. And even though I haven’t been on a plane very much recently, I stay in hotels quite often in the state of Florida. So, the remote is wrapped. There is a welcome kit that has sanitizing wipes, and extra masks, and just those new travel comforts. And that was the first time I’ve gotten that little pocket, and it was lovely. You can choose your housekeeping.
Mark Catuogno:
That was two things I was just going to bring up, is about how housekeeping, and even the seal on the door, knowing that that room, you’re going to be the first to enter after that room is cleaned. And that actually brought up one question I had because I’m such a people person. I still enjoy the human contact of not even using Digital Key as much. How does that work, with digital with housekeeping? Is that an option now in the digital check-in or how do you know if you want to opt-in or not through the digital side of that?
Zena Phillips:
I’m sorry, for Digital Key or for housekeeping or for both?
Mark Catuogno:
For housekeeping. If you were strictly not visiting the front desk, I know that’s a question now-
Zena Phillips:
Oh, yeah.
Mark Catuogno:
If you didn’t do Digital Key check-in, I know that front desk I’ve been asked a million times, do you want housekeeping still or not? But if you’re passing the front desk, how does that process work?
Zena Phillips:
That’s a great question. So, if you’re bypassing the front desk, hotels will either say you can opt into housekeeping or you can opt-out. And the great thing about having that app and that app technology is you can actually just message right through the Honors app. You can let them know. And then you can change your mind, which I did actually, because I opted out of housekeeping, and then I needed more towels. So, I was just able to message. And they said, “Great. When do you want them to come up?” And I said, “I’ll be out of the room from this time to this time.” And they delivered them for me.
Mark Catuogno:
That is so awesome. Do you want to tell everybody a little bit if they’ve never stayed any Conrad as we’re highlighting that hotel right now, do you want to tell everybody a little bit about one of the Hilton fine luxury brands of Conrad?
Zena Phillips:
Thank you. I would love to. So yes, Conrad is one of the three luxury brands of Hilton. So, we have 18 brands, and the three luxury brands are Waldorf Astoria, LXR, which is our soft brand, and then Conrad. And Conrad is very prevalent in Asia. And we are expanding our presence in the United States, and Europe, Middle East, and Africa as well. And also, we’ve had some exciting developments coming up in the Caribbean and Latin America area. I will definitely send you that information Mark because I know you really want to check out this hotel.
Mark Catuogno:
Yes, I’m so excited to be visiting my first Conrad again when I go to Istanbul with you guys. I’m very excited to see that property. And I even had my first LXR booked for Dubai. And I think that brand is actually, as I know you’re going to touch on a few minutes, it’s such an interesting brand. I think that it’s not what people are going to be thinking once before you describe it right now.
Zena Phillips:
Oh, LXR?
Mark Catuogno:
Yeah.
Zena Phillips:
Yeah. So, LXR being the soft brand, it allows those hotels that have already really established their presence and established their own personality to keep that. But then you get all the benefits of being part of that Hilton network. So Mark, for you, you’re going to be able to use Hilton points if you want, or you can earn Hilton points. And I just think that’s one of the really cool benefits because you stay at a hotel that has its own unique personality, maybe its own rich history, get those benefits, the digital key, the Hilton Honors points, all those sorts of things. And if you’re a diamond member, then you get your diamond benefits.
Mark Catuogno:
That’s so interesting. So, almost every LXR property will actually be very unique in such a way, but carry those benefits as membership benefits, and brand loyalty through that. That’s so interesting. I’m actually really excited to experience that for my first time.
Zena Phillips:
You’re going to have to tell me about that hotel. I don’t know if I’m going to get over there anytime soon, but it looks amazing. So, you’ll have to tell me what you think. And you wanted to talk about the hybrid event. I’m sorry, I skipped right over that. I did get very excited about the digital key. You were mentioning the seal on the door, And thank you for that. So, we actually put that same seal, the CleanStay seal on the meeting rooms.
Mark Catuogno:
No, that’s so cool.
Zena Phillips:
Yeah, we do. So, every hotel does this, every hotel with meeting space. So, we developed this 18-step program for the meeting space where we will go through clean, disinfect, and sanitize, same as we would do in the guest rooms. And make sure that we’re paying extra attention to the high touchpoints. After we do that, we put a seal on the main meeting room doors, and that really signifies to our planners, but also to the people who were attending the event. That no unauthorized persons have been in the room since we went through that process because otherwise, how would you know? So, we did that for the event. And as you know, New York’s been a little bit slower to get going, and this being five weeks ago, it was the first industry event that had taken place which was really exciting.
Mark Catuogno:
And again, I was so glad to attend the hybrid, but it was such a… I feel a relief for New York to put such amazing people together in a room, and be able to connect, and gather in person again. It was such a remarkable thing that Hilton helped support the effort to bring planners back together. That is something that I can’t wait to do myself, to be back in seeing planners in person.
Zena Phillips:
It was a great event, and everyone who came in person, I think there were about 75 people in total between organizers, and association leaders, and attendees. And it was wonderful to be in person. And then, we had a large hybrid audience as well, about three or four hundred people. So, to be able to get together, to talk about the state of the industry, special concentration on New York City. Hybrid, that’s new to everybody. Meeting protocols, that’s completely new. To be able to get together, and be talking about how we’re all going to work together to move the industry forward, and bring business back was incredibly meaningful.
Mark Catuogno:
And from a hybrid perspective, two questions I have to ask are how is Hilton supporting additional screening rooms or on breaks, are they cleaning rooms? I just would like to learn myself, and to educate our audience on what additional steps is Hilton cleaning during an actual real conference that’s going on? And then, are you guys working with your AV companies in-house, working out plans together for hybrid conferences?
Zena Phillips:
Yeah. It’s great. So, two really great questions. So, the first with cleaning protocols during the meeting itself. Gosh, we put together those operating guidelines last year when we were building out EventReady. And we wanted to write the operating guidelines before we even talked about introducing this to the general public. We have over 1000 pages of operating guidelines. I know that because-
Mark Catuogno:
You know I got… That’s like fun reading on the beach for me.
Zena Phillips:
Oh my gosh. It’s insane. There’s so much. And not that we would expect anyone to read through an encyclopedia of all that information, but it is a good reference because I get asked those questions all the time. And now I can tell you what a best practice would be, the best practices that I’m learning every day from not only my hotels but from my customers. And what has also not worked but I would not recommend, coming from that place of experience. So, we have a tremendous wealth of information, to answer your question specifically. So, during the breaks, we do ask for more time. We ask for more time because we want to be thorough. And then, if you think about the fact that at least right now, that physical distancing is in place in most markets, not all but most. So, you need more room, you need more space, you need perhaps more coffee stations than you would have put out in the past. You want to be mindful of how many people are gathered together, which also means that it takes more time to help move guests from one area to the next.
Zena Phillips:
So, we ask for more time. But that also gives us more time to make sure that we’re being thorough with the cleaning, the disinfecting, and the sanitizing of the meeting rooms, which we do during breaks. Yeah, we do that during breaks that we won’t always be able to get that extra time accommodated, tighter agenda, or maybe the morning session ran late, but we have best practices for that too. And I’ll just offer up one, we’re very conditioned, right? We’re very used to rotating from breakout to breakout or from general session to breakout. And there are different ways, and creative ways to structure agendas. And I love hearing these best practices from our hotels, and from our meeting planners. You can have the attendees stay put, and you can have the facilitators move rooms. So, then that way you know, if you’re sitting in the second row on the edge, that’s your table for the day, that’s your station for the day. You’re not going to have to even second guess if that table was cleaned, disinfected, and sanitized.
Mark Catuogno:
Yeah. The other thing I was seeing just visually from other conferences is name cards that are now going on tables so that you know this spot has been really reserved for you. And that’s another way that… That’s a new item that you’re getting when you check-in, it’s like your name card for the table now. And so, you know that’s your spot. Have you been seeing that in some conferences you guys have been doing?
Zena Phillips:
Yes. And actually, I was just at my daughter’s school on Friday, and they said to me, “We should have asked you to help us with this event. It’s the first time that we’ve gone to the school this year.” And then I said, “I think you’re doing a fine job.” I walked in and the chairs were six feet apart. They were beautifully spaced out, and every person had a laminated named card on the back of the chair. I was like, “Wow, I don’t know where you learned that from but great job.” So, we do have protocols for hybrid as well. And that was the next update, if you will, to the Hilton EventReady program with introducing Hybrid Solutions. Because to your point, we went from no in-person gatherings to some in-person gatherings to those hybrid events, which is where we are right now, and in-person starting to come back. But we spent many months, about six months in fact, working on what the elements of our hybrid offering would be, whether that is it in conjunction with our audiovisual partners or our hotels putting forth the solutions on their own.
Mark Catuogno:
Wow. Interesting. And from a sales perspective, are you guys getting more involved almost on the AV side that in the past was almost more of a separate offering to the event. For hybrid offerings, is that being more brought up to the forefront of the event discussions?
Zena Phillips:
I would say absolutely yes. And of course, it depends on the goals and objectives of the event. But perhaps pre-COVID, the event would have happened regardless of who provided the audiovisual, I’m generalizing. And then now that could very well be the reason that you’re holding the event, and an audiovisual or technology, I should say technology, it’s critical to the decision of whether or not to hold the event in the first place. So yes, now that we’ve moved that goalpost of when we have those conversations, we are much more involved with those discussions, but then also making sure we can support those events.
Mark Catuogno:
That’s just a generalist, and our company has been doing some industry research on, we are looking at the future of hybrid being a component on every conference. And we’re seeing an increase in tickets even when we went virtually for a lot of medical conferences for doctors that couldn’t waste a plane ticket to be out of an OR, and can only step away for an hour, and still be a part of the events and stuff. Are you seeing goals that hybrid is now really a component? And what is Hilton in your thoughts that that is something that might actually stick around more than ever before, that hybrid is going to lead the path to all events now for people that don’t want or even feel ready in the next few years of traveling get, and then for those people that can’t or don’t want to go in person now, what are your thoughts on that?
Zena Phillips:
So, I just came off of six months putting together all of these hybrid resources. And this was my world actually, for about six months, doing research, and just seeing what our customers had to say about the experience, and if they felt it was working. I guess I will say, I don’t know if it’s going to lead moving forward. I mean, who knows? Who knows what’s going to happen? I don’t. I don’t know if it’s going to lead. And
I mean, to your point, if we were having this conversation a year ago, I would’ve said, “Mark, what day should I fly up? I will see you there. I will take you out for dinner.” Right? And the fact that we can have this conversation, and then do something else or we can do so much more with our days now, and with our time, and we can be more efficient. I do think that it’s going to play a part. I just don’t know if it’s going to lead.
I think that there’s just such a desire to get back to in-person that I think the in-person will lead if I had to guess. And then I think hybrid is an important part of how we can expand reach, and how we can expand the way that we monetize our events.
Mark Catuogno:
Sure. And in regards, if you were to say in the next three months of what the company has been seeing, and even based on your last physical, quarterly meeting, are you seeing hotels within the Hilton collection, I know you mentioned Florida a little bit, but do you see travel really increasing back? Do you see the summer is going to be a big hit for people to really get back out on the road again? What are you seeing through, not really on the event side, I’m now almost talking more on leisure. Because I know this is still more, we’re not in full power events yet, but I was just wondering from a leisure perspective, what you’re seeing.
Zena Phillips:
So, Christopher and I touched on this actually, our CEO, on our earnings call last week, but leisure, you can see the pent-up demand. Leisure is on fire right now. And that’s in the markets that are open. The markets that are open are seeing a tremendous amount of leisure demand. And I think we have a dinner on the books for July, you and me. And you’ll see me, July is not typically a busy time in Miami but I bet you it will be. It’s busy. I was just staying at a hotel in Naples this past weekend, and there are a lot of people out. There are a lot of people out who, as we’ve all done, we’ve spent the last year cooped up, and that’s really tough. That’s really tough to do.
Mark Catuogno:
But I think that’s something that a lot of people also need to realize through this all, and that it’s not just people wanting to get out, but also the fact of the brand itself has been expanding tremendously. And so, time was not really wasted during this. I would like to congratulate you guys on your new property in Las Vegas, more than one property. let’s just say that. Your new Virgin partnership. I can’t wait when I actually go down for WEC, I can’t wait to check that out, and report back. But also Resorts World, you guys have a beautiful brand, new Conrad, and other Hilton affiliations down there.
Mark Catuogno:
And I think that Vegas for me has always been a thriving market. I flew down a few times over pandemic, and it was such a sign for me because the last day, but really before the pandemic closed, I was at TSE, and literally flew out the next day, and the world shut down. And so, to get back out there, and see new properties opening and things changing. I think that as some people were saying, some hotels are closing down, and other brands, and stuff. I don’t think that it’s not all brands that are suffering. And I think that there’s been a huge growth still in the industry, and I’m excited to see people getting back out again. I think our hotels definitely need the business.
Mark Catuogno:
The other thing I was talking with a general manager about, is staff consistency. It’s been very hard even with hotels reopening. What’s occupancy look like? We’re still bringing people back on as shifts. If you look at Disney World it’s still slowly trying to inch back up too. Now they relaunched their college program. And they’re trying to really try to get back to even all their hotels back open, and where they’re only running certain ones that occupancy right now. And I think that that’s something where I think the guests also need to be in mind for. I think that these next few months, you’re not going to get immediate service maybe because there is a lot less staff. Well, unless I’m wrong. I still haven’t been traveling these last few months as much as I have. Would you find that some hotels it’s not immediate services as have been in the past, and it’s still in the growth of reopening or?
Zena Phillips:
I would. I would agree with that because I do get this question, and I think that there are different factors that contribute to the reasons why. So, we thank you for not asking me if I can pinpoint one reason because I do think that there are a lot of reasons. And when I was having a conversation with somebody earlier today, actually. Not all schools are back in session. Just some people physically cannot get back to work. I mean, there are reasons like that. There are all sorts of reasons or maybe the vaccine is not available to them yet. And they either don’t feel safe or they’re not able to come back to work for that reason, underlying health condition as an example. So, I think there is a multitude of reasons why, and yes I would agree, until the business is for our entire industry, right? Until it’s back to a certain level with consistency, I think that’s going to be a little bit of a challenge.
Mark Catuogno:
I was seeing that a lot of conferences are happening in Vegas and stuff, and other markets where… It’s such a joy to be able to tell your staff, “Hey guys, we can put you on the schedule, and we can get you back in.” But then a part of me heartbreaks a little bit because it’s like, “Okay, we can’t put you back on next week now.” And it almost makes it… I feel even hard for management because it’s like you’re at that inconsistency with staff that might be full-time staff that maybe was part-time. But as we know, there are some part-time people that are so consistent that they just know their schedule. And so, and I just think that that’s something that I like to publicly share that our industry is still growing guys. We’re not at 100%. And I think that we need to travel with an open mind, and really care for our hotel staff that’s really caring for us, and being open-minded. I think that it’s so exciting to get back out there, but I think that our expectation is just something that you need to adjust with.
Zena Phillips:
Yeah. I agree. Since you brought up events, I will say that we are scrutinizing what our business looks like, and where we know that we can support it. We want to make sure that we’ve got the teams to do so. So, it’s just that fine balance of making sure that service levels are meeting the expectations of our guests, exceeding them in fact, during this unprecedented time. It’s definitely a balancing act, but it’s something that’s hugely important to us, not just from a customer satisfaction standpoint, but also doing right by our team members.
Mark Catuogno:
Yeah. And I think that there might be times now. The one job that took one person might take two or three now. You were talking about cleaning a room, that’s no easy task, especially if you’re on such constant scrutiny that you have 20 minutes to flip a room. What would you say in regards to some tips or just industry knowledge that you’ve been gathering the last two years for planning a program that’s going back to an amazing property like yours? What are some industry tips that people should be asking about, that should be forefront in regards to coming back to gathering again?
Zena Phillips:
Well, yeah. Coincidentally, we actually just shifted our entire EventReady Playbook online this week. Yeah. So, the website, we used to have a document that you could only get if you contacted your Hilton Worldwide sales representative or me or someone at a hotel. And now, it’s all public information. And that resource is one that we spent many, many, many months on. It was the customer-facing version of all Hilton EventReady initiatives, tips, ideas, best practices. All of the aspects of planning, and executing an event in this post-COVID world. So, the website is hiltoneventreadyplaybook.com.
Mark Catuogno:
How easy was that guys?
Zena Phillips:
Right? HiltoneEventReadyPlaybook.com, and that information is available. So, the chapters that we cover in that resource are hybrid, and that’s an extensive one actually, probably the most extensive. It’s for all of our Hybrid Solutions. We talk about cleanliness. We talk about room sets, best practices for room service, talk about food and beverage, safe and socially responsible meetings, CSR. We talk about transportation because the journey for an event attendee is not just the hotel. They’re going to have to make that. Right?
Mark Catuogno:
And I think that’s something so important that you share. It’s not just looking at the hotel. If you’re going to be partnering with a certain airline for a group code, be looking at what are they doing? It is a journey. And I think that’s an amazing word that you’ve used because from the second somebody leaves their house to get to that hotel, what is their interaction? Somebody literally might be in fear of leaving their house for the past two years, and you really need to educate them on the whole process. And certain places that do need to get PCR testing, or if your event isn’t in another country, I think that it’s really… And I know a lot of properties, and I would imagine Hilton has done somewhere even to get back into the United States, some testing is actually happening at properties to get people back into.
But I think that it’s definitely, you can’t miss a piece out of it. You got to look at it as a whole picture from the day that I leave my house to the day that I’m dropping my luggage back at my house. I think something I was just talking about recently, and I’d love your feedback on is even contact tracing. How important that plays into a role with events, and ensuring. And also alerting hotels if something was to happen post-event because we do have a right to duty, and to be able to educate people properly if there was a spread or… I think that that’s really important. And I want to imagine some of that is even probably covered in your documents to go over if somebody was sick or you find out post-event. And I know a lot of properties are even cycling rooms between guests and that’s something I find so interesting. I don’t know how long that’ll last, but I think that that’s even really cool that they’re even doing that now to even build more guest confidence.
Zena Phillips:
Yeah. We actually have a wellness chapter, and as part of the wellness chapter, we added in a new section of resources very recently, I think last month, for health screening, and COVID testing. So, to your point Mark, it’s not just about the testing, although we’ve actually procured resources at a preferred discount for any group that books with a Hilton. So, as soon as the contract is signed, you get access to all of that discounted testing, but the screening, the health screening, and all of the different steps that you can take to your point.
That attendee is going to have to make the decision of whether or not they’re going to attend that program, that event, that wedding, that meeting, that conference. They’re going to have to decide what their comfort level is, and make those decisions for the minute they walk out the door. So, I actually wrote the transportation chapter. So, I’m pleased that you have interest in that. It was fun but we had to think about that journey, and we backed it all the way up to the moment, or even before a guest would leave their house to embark on the journey because all of those steps are critical.
Mark Catuogno:
Yeah. And this was something, and I think we talked about in our last episode also guys, in Keeping Up With Events we touched on, is our app going to be launching in July, which is Global Event Control. And it’s so important for us when we were designing our COVID module on what do daily surveys? Does it work in other countries? Is this something that is app-based and text message? And it was so interesting for us to be able to play in such multiple factors and focus on contact tracing. And also, realized that the system needed to be customized really for every event. A host might say a PCR test will get our people in or we are only looking to use this for daily surveys, and we’re not going to be requiring any testing.
And so, we had to come up with an adaptable solution, and it’s so great to hear that Hilton’s also working in that way to be able to adapt to that event properly. And I think that adaptability, just like flexibility we were talking about earlier, is so important right now because I think that there are times when we can sway our clients to what we feel is best practices. But some are going to have what they envisioned their program like, and how do we also fit that program into that box? I think is going to be really something important moving forward.
Zena Phillips:
That is so true. Last year, I would always get the question, “Well, can you tell me what I’m going to be allowed to do for my wedding or my meeting or my event six months from now?” I’m like, “I don’t even know what you’re going to be allowed to do tomorrow.” But we can help navigate the conversation together. And that’s where we do impress upon our hotel teams that we need to be knowledgeable about our local area, about CDC, and other guidance, about what is possible but it’s not possible. And then we can talk through those scenarios together. But we don’t have the crystal ball. Gosh, I wish we did.
Mark Catuogno:
So, I think one last item I really want to touch on as we wrap up today is something we didn’t really discuss on, is the food section of events. Love to touch on do we think buffets are going to be a thing of the past for now? Are you guys coming up with some interesting protocols to make that happen? And what is food service looking like at upcoming events right now, I would say, in the next three months for you guys?
Zena Phillips:
So, we partnered with the food and beverage team to come up with all the protocols for EventReady. So, this is definitely an area where I feel very passionate about. And speaking to a lot of our customers last year, they said, “Okay, well we know buffets are dead so…” And that would always be the kick-starter to the conversation. I’m like, “No, not at all. Not at all.” So, I did a little demo during our Global Customer event last year, talking about our Aeroglove, which is not something that you can really talk about unless you’re demonstrating it. So, you can see what that’s like. That is one example of how you can provide a safe and clean experience for a buffet. So the Aeroglove, you basically hover your hand over this machine that is blowing air into a plastic glove. So, you can slip your hand into the glove. It’s completely touchless. You can move through the buffet, and then you can simply discard the glove. And I think they’re a penny.
Mark Catuogno:
Wow. That’s what they’re going to be doing in Las Vegas. I definitely need to check out just for market research also to see what they’re doing. But that’s so cool that you guys actually have come up with a plan to not just say, “This is difficult, and we just want to not deal with a difficult situation.” I think that it’s so cool that you guys are being so proactive to say, “No, we’re going to conquer this.” And it’s so cool.
Zena Phillips:
Yeah. I mean, there are ways to do it safely, and of course, it depends on the comfort level of our planners, and our attendees. But you can’t necessarily do a plated meal for every meal period. Think about a break. I mean, that’s challenging to do, and with limited seating at a table too, it would just take a really long time.
Mark Catuogno:
Sure. Have you seen a lot of people that are doing the phase with servers serving every item, and instead of them even grabbing it themselves, do you see that being a lot of an option also?
Zena Phillips:
We’re seeing that as an option. We don’t require it except where it is required by the local jurisdiction. And that’s one challenge that we’re finding, is that, from Miami to New York, to Chicago, to DC, to LA, not to mention all of the other countries, the rules are different. And there are definitely local ordinances that restrict our ability to serve a buffet without having an attendant. So, where it’s required, of course, we will do that. And that’s always available but in most markets now, especially over the past month or two, those restrictions have been eased quite a bit.
And if a self-service buffet is permitted, we’ll use the plexiglass shield. We’ll use the Aeroglove machine. We will retrofit our beverage dispensers so that you can push your cup against the lever instead of having to touch the lever. So, it’s a touchless experience. We’ll serve covered food, especially where that’s required by law, or if that’s what the planner and the attendees are most comfortable with, we’ll serve the food covered. There are so many different options, and we spell all that out in the EventReady Playbook. Because we really wanted to demonstrate through the use of visuals, images, actual events that we’ve hosted that this can be done safely.
Mark Catuogno:
How have the open bars been? I know that’s something also, that’s been a very hot topic on, some companies are switching to canned items only, and it’s been a very interesting situation or they’re putting covers on top of the drinks. What are your thoughts, and how have open bars been thought out?
Zena Phillips:
So, we use not all of our hotels, again, depending on the restrictions, we’ll have those plexiglass shields in place at the bars. We’ll have the physical distancing decals on the floor, and signage as well. But we are serving beverages at open bars. We may cover them, that’s a conversation that we’d like to have with our planners. It’s in line with what you envisioned for the experience. Some planners may not really like the look of that, and if we’re not required to do so, then we won’t. And we do make sure that we use a fresh glass every time. So, if we do have a guest that comes up, and asks for a refill in the glass they’re using, we will respectfully take that glass, and serve the beverage in a fresh glass.
Mark Catuogno:
That’s great. In regards to… You’ve really brought up something I actually thought about before we met today, and didn’t ask, is signage. So, is that something expected on the planners or is that something Hilton is teaming up with the planner on for social distancing signage? And that’s so great that you bring that up because I think that it’s a great cooperative for the planner and hotel. So, do you mind talking about that for a little bit?
Zena Phillips:
I’d be happy to. So, we decided to make it a brand standard, and this decision was made so long ago. I don’t even think we thought about it very hard. The decision was made that signage will be a brand standard. And so, when you walk into a Hilton, and it doesn’t matter which of the 18 brands, when you walk in you’re going to find that physically distance signage reminder. You’re going to find the floor decals in the meeting space, in the hallways, in the front desk area. You are going to find hand sanitizers, which is another brand standard. You’re going to find… Oh, elevators. I get a lot of questions about elevators. So, I should not neglect to mention the elevators. Limiting the number of people that are in the elevator. Making sure that if there is a lineup, that we have signage to mark where to queue up for the elevator. Same thing for the front desk, same thing for buffets, coffee stations. But that onus is on us. And so, our hotels provide that signage.
Mark Catuogno:
Oh my God, that’s so great. Everyone that hears that Hilton is doing that service for planners, and that’s a cost you guys are taking on, which I think is incredible that we don’t have to pay for additional signage which would increase a very hot topic has been. How much more event increased costs are going to be? And I think that everywhere we can work together on to try to make the experience best, and keep costs down. I definitely know moving forward is going to be a much higher cost at first, but where that will lie trying to move forward. All righty. Well, I really want to thank you so much for coming on today. I’d love to ask, if you would like, for anybody that wants to connect with you, where are some best places that they can connect with you, either to learn more about Hilton, your luxury brand or to get information about quotes or anything from you?
Zena Phillips:
Thank you, Mark. And it’s been such a pleasure chatting with you today. I’d love to connect with all of you, and you can find me on LinkedIn. So, Zena Phillips on LinkedIn, and you can also find me on Instagram @zena_hilton_events is my handle. And you can also contact Mark who will get in touch with me.
Mark Catuogno:
Absolutely. MC Event Consulting and MC Travel Management is a huge partner for Hilton. We are so excited to have you guys on today. Thank you. And till next time guys, stay tuned for the next episode of keeping up with events. Bye guys.
Conclusion: How Hilton Is Paving the Way For Safer Stays and Events
That’s a wrap on this episode of Keeping Up with Events! If you take anything away from this episode let it be that flexibility, consistency, and adaptability will be key in 2021. It’s hard to tell what the next year will be like, but inspiring event professionals like Zena are paving the way for a better and brighter future for our industry.
Be sure to subscribe to Keeping Up with Events and never miss out on the latest trends, event industry news, and check out the amazing resources from this below!
Resources:
- Keeping Up with Events Podcast
- Conrad Hotel & Resorts
- LXR
- Aeroglove
- Hilton
- CDC Guidance for Organizing Large Events and Gatherings
- Cocktails & Details (Terrica Skaggs)
