Demystifying Strategic Planning
Having discussed how to assess the current position in Part Two of this series, the next stage in building your strategic map involves answering the question: Where do we want to be?
This begins with some “big picture” thinking, or through the development of Vision and Mission statements:
- Vision is what you ultimately want to achieve in your hotel
- Mission describes what type of hotel you will operate as you work towards that vision
Vision broadly refers to the destination, whereas mission relates more to the journey and describes the type of hotel you want to operate – with regard to your primary stakeholders – as you move towards your vision.
Developing a Vision For Your Hotel
To serve as a vehicle for explaining how to build your strategic map in practice, a fictitious example of the vision for a medium sized, independent 4* hotel situated in London could be:
To become the leading independent 4* hotel in London providing excellent products and services at reasonable prices to every customer, every time
Defining your Mission
The Mission might read something like this:
Our customers are our priority and we will provide them with a quality experience which is second to none. We recognise the importance of our employees in achieving this and we will create a positive working environment which encourages their loyalty, commitment and hard work. We strive to be excellent leaders and will undertake all our business activities in an honest and ethical manner to provide a fair return on our investment
Living your Vision and Mission
These are attractive statements of intent; but to add any real value, the Mission must be translated into measurable goals, such as:
These sample goals now provide focus and direction for the business; they are something to aim for and, if achieved, will ensure that the Mission is lived in reality and that the hotel is moving towards its Vision.