JW Marriott Hotels & Resorts has partnered with a famed ballet company to develop a training programme for staff which has been rolled out at all 68 of its properties around the world.
The operator has launched a series of video training tutorials led by Ashley Wheater, artistic director of The Joffrey Ballet. It includes exclusive content and tailored instruction that teaches associates how to incorporate the foundations of dance into everyday guest interaction.
Featuring Wheater and JW Marriott associates, the videos focus on the importance of warming up, proper breathing, flow of movement and connecting to the audience.
They also emphasise the importance of both verbal and visual cues including posture, squaring one’s shoulders and two-handed delivery and engagement techniques.
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“At JW Marriott, we look to identify associates that live the brand vision of orchestrating the exceptional, crafting luxurious experiences for guests that are inspired by their passions,” said JW Marriott Hotels & Resorts vice president and global brand manager Mitzi Gaskins.
“Poise and posture are globally recognized cultural cues that reflect the care and dedication our associates provide in every service interaction.”
The videos are typically shown during daily rehearsal - a team stand-up meeting where associates focus on JW Marriott’s service culture and discuss the business of the day. The videos are not prescriptive and can occur one-on-one, in a group setting or during a hotel-wide meeting. Associates can also access them through a web app.
The JW Marriott Chicago served as the host hotel for the creation of the videos due to its longstanding relationship with The Joffrey Ballet and its standing as #1 in guest satisfaction among JW Marriott properties in the last two of three years.
“When you think of poise and grace, the perfect metaphor is ballet,” said JW Marriott director of sales & marketing Steve Conklin. “It’s an easy association for the team.
“The exercises, which include everything from practicing flow of movement through an obstacle course of tight spaces to noticing eye and heart placement when making a connection with the guest, have truly helped our associates to carry themselves with confidence and deliver a superior level of service to our guests.”
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