The ultimate guide the the updated Executive Lounge Program
Our most frequent guests are also our most valuable and they return time after time because we recognize their loyalty. This takes many forms, but one of the most important is the delivery of Elite benefits, which includes access to Executive/ Club Lounges.
The Executive/ Club Lounge F&B harmonization is an initiative to refresh & streamline the existing Full Service Executive/ Club Lounge F&B standards for Marriott Hotels, Sheraton Hotels, Westin Hotels, Le Méridien & Renaissance Hotels for EMEA. The overarching objective of this project was to develop a brand-agnostic F&B guideline for our hotels. The last holistic Executive/ Club Lounge F&B standardization and communication was done 10 years ago. Since then, the needs of Executive/ Club Lounge guest have evolved, along with great changes in the food and beverage industry which should be reflected in our properties.
The Executive/ Club Lounge is a vital part of the Elite Guests experience and an opportunity to provide an exclusive offering to our most loyal guests.
Not only does the Executive/ Club Lounge serve to reward our most loyal guests, it also provides a unique opportunity to generate incremental revenue while enhancing the guest experience and raising esteem for our Premium brands.
Lastly, the impact that a great Executive/ Club Lounge has on our guestVoice scores is unparalleled as it contributes to creating lasting experiences of what the hotel has to offer.
The document may have a large amount of pages that can scare any F&B Director away however is very image focused. It is based on the five brands and for each meal period gives the minimum requirements (don’t forget you are always allowed to do more!) and an overall image inspiration and then breaks into inspirational guidance for each featured brand depending on the brand proof points.
All brands within Marriott International have specific F&B proof points that differentiate them from one another. While these proof points are creating a unique identity, they should be reflected within the lounge offering be it through local foods or a creative way of service. Unique food and beverage experiences are key to activating our public spaces. They help us reinforce our brands personality and positioning to guests.
The document also contains guidance on display and service as well as digital menu displays. Menu guidance is displayed through sample menu examples and can be changed daily accordingly. There is a selection of 1 of 4 Breakfast Menus and 1 of 3 Cocktail Hours on the Marriott Content Creator for each brand that are ready to use.
Lastly there is also a guide on how to implement Serve 360 and our commitment to reduce food waste by 50% in 2025. The most important part of any food waste reduction program is the constant effort to prevent and Reduce Food Waste at the Source.
So what are you waiting for? Head to the MGS link and check out the new Executive Lounge Guidance.
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