BOOK

US contains the cultural beliefs of Trust Hospitality.

Trust Hospitality is a professional full service
Hotel management company. The organization exists to
assist hotel owners in maximizing their investment value.

a unique company because we feel that in order

Wetoaremaximize
the owners investment value, we need to

invest in our associates. We regularly ask our associates

what is most important to them in the workplace as well as
inquire, how are we doing as a company. In a recent team
discovery mission we asked the entire Trust population to
define our ideology or belief in other words, to talk about
us. This book is the result of our company-wide efforts
from the past to the present...

CONTENTS

Our Beliefs . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
The Components of our Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Our Guest Service Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Our Associate Communication Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Quality Six Improvement Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Our Dedication to Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

us 04

CULTURE (kulchr) noun.

The skills, customs, etc, of a given people in a given period.
Improvement of the mind, manners, etc.
Development by special training or care.

us 05

DID YOU KNOW? YOU ARE THE HEART

AND SOUL OF OUR COMPANY.

Youve made the right choice

If you want to work for a company that has a culture that

appreciates you as an individual. We believe that your
personality and your talent will take us places we need
to go!

us 06

Weve made the right choice

If you are extremely enthusiastic about what you do, are

obsessed with the process of connecting with people
and really want to have fun in the workplace.

Patanjali, 1st-3rd Century B.C.

When you are inspired by

some great purpose, some
extraordinary project, all
your thoughts break their
bonds; your mind transcends
limitations, your consciousness
expands in every direction,
and you find yourself in a new,
great and wonderful world.
Dormant forces, faculties
and talents become alive, and
you discover yourself to be a
greater person by far than you
ever dreamed yourself to be.

us 07

1
2
3
4
5
us 08

We are an organization committed to integrity, honesty and

a passion for quality and innovation.
We have associates that love the human race, are energetic,
show their teeth and are proud of where they work.
We support an environment that allows our associates to
grow personally, professionally and financially.
We create positive memorable experiences for every guest.
We work hard and have fun in the workplace.

BELIEFS
we profit by living these ideals.

Components of
Trusts Culture
Culture is the glue that holds our organization
together. In all organizations, formal and
informal values, philosophies and norms,
interact and overlap to create the fabric we
call culture. Trust is no exception. Our values,
philosophies and norms are so tightly meshed
that they have created a strong culture, a
uniquely us culture.
Values are deep seated beliefs about the
world and how it operates. They are the
emotional rules that govern our behavior
and attitudes. Values determine our choices,
including those we make in an organizational
context. Value driven decisions determine
organizational outcomes and a companys
operating strategy. In an effort to help you
understand the uniqueness of our culture, we
have identified the dominant values weve
developed over time. These values - as defined
in our core ideology are - integrity, honesty,
passion, quality, innovation, love, energy, pride,
memorable service, fun, and profits.

INT

W
an e str
de d d ive
an alin o the to b
sa d v gs w rig e tr
W y we endo ith ht th uthfu
are e a ar rs. ass ing l, h
us . I re w e go We ocia in one
wi trus nteg ho ing do tes, our st
ha thou t & rity we s to d wha gue
infl ve l t wh cred give ay o a t w sts
ue ittle ich ib s we nd e
il
nc if
e. an we ity,
y

HONES

We
We are o
for give pen
kno bein up b and g
trut w th g tru eing enuin
and h en at ev thful popul e.
ope gues ables asion as w ar
tha rating ts alik ass of th e
suc t are d with e to c ociate e
ces etr de onti s
s a ime ficie nue
nd
n
we tal to ncies
ll b
ein their
g.

TY

Y
T
I
R
G
E

us 09

us 10

John Keats, 1818

Nothing ever becomes real

Until it is experienced.

We exhibit an intense and

P ASSION
unwavering desire in everything we do.

We jump in with both feet and play to win.

We discourage timidity, hesitation and
encourage optimism and creativity.

We strive for excellence and

QUALITY
continuous improvement in everything we

do. We shall challenge our processes and

our people to be better. We listen to our
customers and associates and let it be
known that everything is subject to change
in the pursuit of excellence.

NNOVATION We seek out change by

allowing our associates to be themselves.
We support diversity of thought and opinion
as well as diversity in the make up of our
workforce. Liberating our associates to
express their true gifts and talents is one of
our goals.

THE HUMAN RACE We choose

L OVE
to conduct business in a warm, attentive

and caring way. Our associates are

expected to care about people and act in
ways that affirms their dignity and worth.
Our associates live like this daily through
kindness and patience when communicating
with each other and our guests.

We are lively, enthusiastic and

ENERGETIC
moving fast. Getting things done and having
a bias for action plays a huge role in our
success.

THEIR TEETH Smile, smile, smile!

S HOW
We take the competition seriously, but not
ourselves. Service that is fun and makes
them laugh helps to insure our guests
experience is lasting.

We work together to create a

P RIDE
community. Hard work pays off for our

families we are happy to be here and it

shows.

EXPERIENCES Our guests

M EMORABLE
must be spoiled! Seek to serve rather than

be served. Treat others as we would like to

be treated ourselves.

Our environment fosters laughter,

F UN
happiness, play, humor and creativity. We

reject the idea that work has to be serious

in order for people to accomplish great
things. We believe that when our associates
are having a good time, they are more
stimulating and more themselves.

The belief that our companys

P ROFIT
profitability drives our companys growth

and is directly linked to incentives and

job security. Profitability is the key to
shareholder return and a huge factor in
Trusts credibility in the industry. We strive
to help our associates learn how their
individual contributions make a difference
in what distinguishes Trust from a lot of
other companies. We treat our associates
like partners and owners, who not only
have a right to this information, but more
importantly, need to know it in order to do
their jobs effectively.

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...............................................
. . .We
. . .dont
. . . . care
. . . . how
. . . . it. .happened;
. . . . . . . . .lets
. . . just
. . . .get
. . .it.fixed
.......
All
employees
are
to
promote
guest
relations
...............................................
. . . . . . Continual
. . . . . . . . career
. . . . . .development
. . . . . . . . . . .for
. . everyone
..............
Diplomacy,
courtesy,
professionalism
without
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . superficiality
...........
Team
player
for
the
overall
success
of
the
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .company
..........
Everyone
must
be
approachable
...............................................
. . . . . . . . . . Everyone
. . . . . . . . must
. . . . .be
. . self
. . . .motivated
..................
Everyone
must
develop
leadership
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . skills
............
Everyone
must
continuously
learn
new
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .skills
..........
Everyone
must
respect
one
another
and
be
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . cordial
.........
Everyones
voice
must
be
appreciated
&
heard
...............................................
. . . . . . . . . . . . .Heroic
. . . . . deeds
. . . . . .are
. . .essential
....................
Management
should
do
what
they
said
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .they
. . . .are
. . .going
. . . . .to. .do
..
Management
should
be
made
of
high
integrity
people
...............................................
. . . . . . . . . . . . . . . . .Reliability
. . . . . . . . is. .key
....................
Talent
is
no
excuse
for
bad
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .behavior
................
True
hospitality
champions
train
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . hard
.............

LIKES
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DISLIKES
...............................................
. . . . . . . . . . . . . Abuse
. . . . . .of. .power
. . . . . or
. . position
...................
Any
disrespect
from
anyone
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . to
. . anyone
. . . . . . .else
.........
Backstabbing
...............................................
. . . . . . . . . . . . . . .Being
. . . . .late
. . . to
. . meetings
......................
Betraying
secrets
...............................................
. . . . . . . . . . . . . . . . . . . . .Bullying
..........................
Clients
or
guests
. . . . . . . . . . . . . . . . . . . . . .who
. . . .abuse
. . . . .our
. . . people
.............
Cross
departmental
rivalry
...............................................
. . . . . . . . . . . . . . . . .Dealing
. . . . . . .in. .blame
.....................
Fighting
at
any
. . . . . . . . . . . . . . . . . . . . . . . . . . . . .time
..................
Gossiping,
whining,
complaining
...............................................
. . . . . . . . . . . . . Hiding
. . . . . .from
. . . . accountability
........................
Lack
of
teamwork
...............................................
. . . . . . . . . . Management
. . . . . . . . . . . through
. . . . . . .intimidation
...................
Managers
who
are
not
good
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .coaches
...............
Non-compliance
with
standards
...............................................
. . . . . . . .People
. . . . . . calling
. . . . . .in. .sick
. . . when
. . . . .they
. . . .are
. . .not
..........
People
who
dont
hold
up
their
end
of
the
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .deal
........
People
who
try
to
make
their
own
rules
...............................................
. . . . . . . . . . . . . Screaming
. . . . . . . . . at
. . one
. . . .another
...................
Shirking
or
dumping
responsibility
...............................................
. . . . . . . . . . . . . Slacking
. . . . . . . .is. not
. . . acceptable
......................
Speaking
badly
about
. . . . . . . . . . . . . . . . . . . . . . . . . . . . our
. . . .guests
...............

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STAND
OUR GUEST SERVICE

how do we do what
we do so well?

CONTENTS

.
...
The Zone . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
The 10 & 5 Rule
Make Eye Contact & Smile
Speak First, Speak Last
Looking Good! (The 3 Ps) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Personally, Professionally, Property
Hit A Phone-Run! . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Show Up A Winner
Cover All Your Bases
Keep Practicing
Make It Happen . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Say Yes!
Give Them Your Word
Look For More
Friend For Life . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Make It Memorable
Go Above-and-Beyond
Invite Them Back

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us 15

THe
The 10 & 5 Rule

.
...
The 10 and 5 Rule defines the Zone. It is based on two imaginary
circles that surround you at all times while on property. Picture
yourself standing in the middle of one circle that is 5 feet from you
and another placed 10 feet from you.

us 16

The moment a guest enters the 10-foot

zone you should stop your current work
activity and

Make Eye Contact & Smile

.
...
Know the power of your smile
Visualize positive body language
Use your smile as a sign that you are there to help (Show Your Teeth!)
Maintain just the right amount of eye contact (How much is too much?)

Speak First,
Speak Last

When A guest enters

the 5-foot zone, we...

.
...
Approach and greet the guests with a happy Good Morning
or Good Afternoon etc.
Make the guest feel importantuse their name, ask them
questions about their stay
Wish them well and when appropriate, thank the guest
While in your Zone, tune out mental and physical distractions
and turn your entire attention to the guest. Make sure you
approach & greet the guest before they greet you and offer
assistance before you are asked.

be yourself. use your personality!

us 17

LOOKING GOOD!

Looking great at all times is the responsibility of each of us.

personally

Professionally, our attire or uniforms

are to be clean, freshly laundered
and properly fitted. They should be
free from holes or tears. Personal
phones need to be turned off
while on duty. Polish your shoes.
Choose to wear safe shoes. Limit
your jewelry. Be conservative with
your hairstyle (trimmed & neat). Be
tasteful with makeup and nail color.
No gum chewing. Show your teeth!

property

.
...

us 18

.
...

.
...
Personally, bathing, brushing your
teeth, combing your hair, avoiding
heavy
fragrances,
applying
deodorant, keeping your nails
trimmed and chip-free should be
routine.

professionally

At our Property we take pride in

picking up litter & straightening
clutter, reporting stains, broken stuff
or unsafe conditions, and using
equipment properly.

HIT A PHONE-RUN!

.
... >>
Show up a winner
inners show up with a winning attitude Good
phone etiquette is a call away!
(How do we show up a winner each & every day?)
Todays guest is looking for an efficient connection.
Winners maintain supreme phone standards by
answering before the third ring with the proper
greeting.
The Trust standard greeting for all incoming calls is:
Good (morning, afternoon, evening), Name of Your
Property!
Impress the caller with your style
Always answer in a friendly tone and speak
clearly, with energy.
(Do you think that those associates answering the
phone have some impact on the hotel?)

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Internal calls should also be

met with an understandable,
enthusiastic greeting:
Good (morning, afternoon,
evening), Housekeeping
Lastly, as a call is being
transferred, we want to say:
My pleasure!

Keep These Things in Mind:

.......................................................
. .Let
. . .the
. . .caller
. . . . finish
. . . . . their
. . . . statement
. . . . . . . . .or. .question
. . . . . . .prior
. . . .to. .responding
..........
Avoid
using
slang
words
.......................................................
. . . . . . . Offer
. . . . .your
. . . .name
. . . . .to. .lend
. . . .credibility
. . . . . . . .and
. . . build
. . . . .rapport
............
Let
the
caller
hang
up
first
.......................................................

all your bases

Be sure the caller agrees to your next move.

Ask permission to put them on hold.
Keep the caller informed if they remain on hold.
Advise the caller who it is you are transferring them to
or who will be calling them back.

Announce the caller and his/her request to whomever you

are transferring the call.
Properly receive a transferred call by acknowledging the
callers name and request, and by giving him/her your name.

(Lets listen to how other businesses answer their phones

what are they saying to us as the customer?)

us 20

KEEP
PRACTICING

Always use the callers name when you know it:

Use Please and Thank you each and every time.
Take good messages.
Repeat back the phone number and message to assure
accuracy.
Please answer the telephone wherever it may be ringing.

us 21

makeit
Guest Service Standard

.
...
Trust empowers Associates. The definition of Empower is: To
authorize, enable or allow. We want you to take the Initiative,
which is defined as: The ability to originate or follow through on
a plan of action or task. When you take Initiative and become
Empowered, you Make It Happen on the job.

us 22

be flexible when possible, look for

reason to say yes! & use creative
thinking in unusual circumstances.

Say, Yes!

.
...
First, listen to what they say (or dont say).
Ask questions to be sure of yourself.
Say, Yes!
Look for ways to meet the most difficult requests and handle immediately.
(What does immediately mean to you? To our guests?)
Overcome doubts by thinking Yes!

Give Them
Your Word.

Giving your word means

that you own the problem
or request all the way.

.
...
Stay with a request until it is completed.
Follow up & ask the guest if they are happy.
Make commitments you know you can keep.

Use your creativity

Think of ways to do things better
Set your expectations high

Deliver only your best each and every time

Question a process or procedure that
doesnt make sense or that doesnt work well.

Look for more...

us 23

UH-OH.

Too often, frustrations associated with travel can bring out the worst side of the nicest guests.

When things go wrong its your time to shine!

We see problems as opportunities.

us 24

When faced with a guest complaint,

take action & do the following:

Listen.
Apologize (for problems).
Determine course of action with the guest.
Do it immediately on the spot!
Get supervisor involved (if necessary).
Keep the guest informed.
Thank the guest.
If the situation is very dramatic,

Keep the following in mind:

Remain calm; bring down the emotional intensity.

Move the interaction to a private area,
preferably an office.
We empower you to take action.

other actions to take:

Ask the guest to respond to basic

questions, which helps lead them back to
a more rational thought process.
Avoid placing blame focus on fixing
things to the individuals satisfaction.
Let the guest know you are going to do
everything possible to assist them, but you
will require their cooperation.
Be confident about decisions but do not
argue with the guest about company policy.
Where profanity is being used, let the
guest know that this type of language is
unnecessary.
Call for assistance if you feel in any way
that you are physically in danger, especially
where guests seem to be under the
influence of drugs or alcohol.

As a professional you can

turn any problem into a
means for building guest
loyalty. Remember, easily
turning a negative into a
positive is a skill that is
learned over weeks, months,
years.
(Do you feel that when you
own the problem you own the
guests stay?)

Never take their emotions personally.

us 25

FRIEND FOR LIFE

Makeit

Help to create an unbelievable experience.

1 Action + 1 Action + 1 Action = Happy guest
Treat the guest as if you own the place.
Personalize the experience, get involved.
Remember them by name.
Show your brilliance by being knowledgeable about your
hotel, the neighborhood, local attractions, directions, etc.

us 26

and

Go Above And Beyond!

Always be at their service.

Always add the special touches.
Always do more than they ask.
Always take them where they need to go
versus pointing them in the right direction.
Never ask the guest to do something you
can do for them!

invitethem

We want to wish our guests a fond farewell. Give them a

hearty Goodbye Mr. & Mrs. So & So. Show your teeth.
Let them know we appreciate them and that we would like
to see them again.
We have yet to receive a complaint about over-delivering...
Seek out opportunities to do more than what is expected,
and theyll be talking about us to their friends.
(How are we going to seek out opportunities?)

The way each guest is treated throughout their stay becomes the framework from
which they will base a return visit. We want our guests to feel important and for them
to know that we cannot wait to welcome them back. The art of creating a unique
environment, anticipating or remembering our guest needs and enthusiastically
approaching each situation with a smile, will bring us this Friend for Life!

us 27

us 28

Michelangelo, 1475 - 1564

the greater danger for most

of us is not that our aim is too
high and we miss it, but that it
is too low and we reach it.

property

a day-to-day basis you will guided by your team

O nProperty
Management Team. These dedicated
individuals are there to answer your questions, to
show you the way and to make your transition to
your new job easy and fun. Many are seasoned
professionals that understand the industry, guest
service and the importance of being a good
manager. Your Management Team is dedicated
to 100% associate satisfaction!

Associate

standards
I make myself available to my associates so
they can talk with me.
I know all of my associates names and speak
to them by name each day. My associates talk
often to me.
I share information, including good news and
bad, with my associates on a regular basis.
I encourage associates to come to me with
ideas and problems.
I put aside what I am doing and give associates
my full attention when they talk with me.
I calmly thank associates when they bring me
bad news.
I sincerely thank associates for their ideas and
input.
I hold regular Listen and Respond sessions
in order to encourage brainstorming and
communication.

us 29

The Total Quality Management process is built

on several key assumptions:
Everyone in the organization is responsible for continuous
improvement. Everyone solves problems not just
management.
Anything can change if it will make it better.
There are two kinds of customers at Trust the guest
and the associate. Whatever does not meet or exceed
customer expectations is not quality.
Poor quality costs money.
Top Management drives change for improved
quality.
To do whatever it takes to delight guests can only
occur when associates work together, are trained
and have the power to make improvements.
All of us are dedicated to meeting our external
and internal guests needs. Your personal
commitment to a work environment that is
based on quality is one of the most important
things you will do each day on the job.
(Who are your internal guests?)

us 30

SIX
Quality Six is a customer-focused strategic and systematic approach
to continuous improvement in quality, service and innovation.

Improvement process

Phase1

Select a team and introduce the basics.

Phase2

Identify the problem. Analyze data.

Phase3

Brainstorm solutions to the problem.

Phase4

Use the tools to evaluate the possible solutions.

(Flow Chart, Pareto, etc.)

Phase5

Develop an implementation plan.

Phase6

Measure and track results.

us 31

communication

Your management team is dedicated to

continuous, on-going communication.

One method to let you know what is going on is done during our Meet and Greets.
Another means of communication is the Associate Information Center.

These brief but informative daily company wide meetings

are aimed at preparing you to deliver exceptional service
by having all of the information you need to understand the
days demands. In these meetings the group facilitator will
share with you the occupancy, arrivals, departures, in-house
groups and VIPs. We also discuss our Beliefs, Guest Service
Standards and Quality Six practices.

us 32

A.k.a Bulletin Boards. This designated area includes

Legal Posters, Accident Prevention and Safety Tips along
with Guest Comments, Special Recognition Awards and
Company Updates. Make sure you check the Information
Center monthly to see that you are current with what is going
on at your property.

Also, look for the quarterly Newsletter, Trust Checks In!

We welcome any articles, pictures, cartoons, jokes, recipes,
words of wisdom & comments that you may have!
Our Listen and Respond Sessions are conducted on a
monthly basis and at different times at each of our properties.
These informal meetings are conducted by managers with
randomly chosen associates and last approximately 20 minutes.
By keeping the size of the meeting small, attendees are
encouraged to discuss all aspects of their job and perceptions of
the property. This is your chance to make the management team
aware of your feelings so that we may be proactive where you
are concerned.
Trusts Open Door Policy is a process by which you may go to
anyone on your management team or the Trust management
team to discuss what is on your mind. We welcome any and all
concerns, questions or suggestions.

Trust Corporate in Miami, FL (305) 537-7044

www.trusthospitality.com

us 33

Kahill Gibran, 1883 - 1931

us 34

when you work you are a flute

through whose heart the
whispering of the hours turns
to music. to love life through
labor is to be intimate with
lifes most inmost secret.
all work is empty save when
there is love, for work is love
made visible.

TURN WANT TO INTO CAN DO

Simply think to yourself...
I can control the attitudes, emotions and actions of
complete strangers by my own attitudes, emotions and
actions.

I KNOW THAT WHEN I...

i see that if i...

.
...

.
...
Smile at others, they will smile back at me.

Frown at others, they will frown at me.

Am kind to others, they will be kind to me.

Am mean to others, they will be mean

to me.

Am courteous to others, they will be

courteous to me.
Am friendly to others, they will be friendly to
me.

Am rude to others, they will be rude

to me.
Am hostile toward others, they will be
hostile towards me.
us 35

I have received a copy of US - The Cultural Beliefs of Trust Hospitality.

I know that taking positive action as described in US is what I must do as a Trust

Associate & as a valued team member.
Today, I participated in a training seminar and I am familiar with the following:

Our Beliefs.
The Components of our Culture.
Our Guest Service Standards:
The Zone
Looking Good!
Hit A Phone-Run!
Make It Happen
Friend For Life
Our Associate Communication Standards.
Quality Six Improvement Process.
Meet and Greets
Communication Centers
Listen & Respond Sessions
Open Door policy

Name: ____________________________________________ Date: _________________

Property at which I work: _______________________________________________
Trainer:_______________________________________________ cc/Associate file

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John Keats, 1818

Nothing ever becomes real

UNtil it is experienced.

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is the foundation and honesty is the super

I ntegrity
glue that binds our team together. Passion for
quality and innovation means that we are intensely
enthusiastic about doing what we say we are going
to do. Love... We are into you and your super-hero
ability to be good to those around you by smiling,
by caring and by living in the moment. Expand
your mind and then enlighten the rest of us. Take
advantage of company training-there is a log thats
available. Make suggestions; take action, leapfrog
ahead into a promotion. Guests think there is
something in the water because they cant wait to
tell their friends about this hotel they stayed at...
our guests thank us for a job well done. We like
hearing laughter and laughing ourselves. Theres
something in this for each of us. The future belongs
to those who prepare for it. Integrity, love, living,
learning, passion, laughter, smiling.

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