Recent attempts by terrorists to board airplanes in London and set off bombs have made headlines around the world and increased awareness of the urgent need for a detailed preparedness plan throughout the hospitality industry and, according to an article in the HSMAI Marketing Review by three renowned security experts, there are a number of security measures that can and should be implemented immediately.
The HSMAI Marketing Review is a quarterly magazine published by the Hospitality Sales & Marketing Association International (HSMAI). The Summer 2006 issue being distributed in August to HSMAI members and subscribers features a two-pronged article by Marvin Cetron, Ph.D., Forecasting International, Fred J. Demicco, Ph.D., University of Delaware, Hotel & Restaurant Management, and John C. Fannin III, president and CEO Safeplace Corporation.
'Even prior to this latest incident, we recognized the extreme importance of promoting heightened security measures within the hospitality industry and sought out these experts to enlighten our readers on a proactive coarse of action to protect themselves and their guests,' says Ilsa Whittemore, editor of the HSMAI Marketing Review.
Whittemore states: 'Our latest issue just out focuses on 'How to Protect Your Hotel in an Era of Terrorism' and offers tips on how to 'Change Your Approach for Better Security.' This is just one of many articles on timely topics that need current research and analysis regularly provided in the HSMAI Marketing Review.'
In addition, HSMAI's Affordable Meetings(R) National education program, coming up Sept. 6-7 in Washington, D.C., will feature a free session for meeting planners titled 'Emergency Preparedness Today: A Shared Responsibility That Meeting Planners and Facilities' Staff Cannot Afford to Ignore.'
Marvin Cetron, Ph.D., urges: 'Doing everything possible to protect the safety of your guests is an absolute necessity. And while you may think that your property is an unlikely terrorist target, attacks on hotels and restaurants around the world prove that no hospitality provider can become complacent.'
This article offers sound advice about security measures that hotels can take to reassure guests, and also looks at what's behind terrorism's increasing focus on the hospitality industry.
Cetron notes: 'Dangers will be harder to combat, because potential terrorists are becoming harder to recognize.'
The HSMAI Marketing Review article focuses on 'What to Do?'
'For all too many hospitality industry firms, the answer might almost be, 'Just do something,'' Cetron says. When his company, Forecasting International (FI), last looked at terrorist risks in this field, it found that most hotels in the United States had done nothing to improve their security since Sept. 11, 2001. A few had hired extra staff and made minor changes in their procedures, but the majority had decided that no improvements were needed.
A 2004 survey of hotels, convention centers, airlines and cruise lines confirmed the extent of the problem. The poll found that 53 percent of responding hotel executives knew their facilities were vulnerable to terrorist attacks, according to a previous article in the HSMAI Marketing Review in the Fall of 2005 (See 'What Hotel Guests Want: A Safe Haven in a Secure Property,' by Ruth Hill). Yet, according to the latest HSMAI article, hotels in particular had done little to tighten their security. Some 55 percent of hotel general managers and security managers said their emergency plans could not handle a terrorist attack. Seven out of ten said their employees were not adequately trained to respond to such an emergency.
The HSMAI authors elaborate on the particular equipment and training needed as well as procedures to be followed during an emergency such as a terrorist attack. 'These pointers should become essential ingredients in any hospitality industry company and in all hotels
'The emphasis must be on preventing terrorist incidents, not recovering from them,' Cetron says, adding: 'Late in 2005, representatives from some of the top American security firms met to discuss how best to help their corporate clients, many of them in the hospitality industry, defend against the threat of terrorism. Some of their recommendations were straightforward hardening of targets.
'For example, add lights to dim areas of the grounds and cover windows with bulletproof plastic; it will not block machine guns or rocket propelled grenades, but it will keep your guests and staff from being hit by ordinary pistol or rifle fire.
'However, like FI, the security experts concluded that one factor stood out above all: By far the greatest risk of trouble comes from your staff and suppliers. One disgruntled employee with a handgun, though not technically a terrorist, can cause a hotel or restaurant all the problems it will ever need.
'But the threat of a true terrorist act by someone who applied for work to gain access to the facility may be the most serious threat that any hotel or restaurant faces this side of a suicide bomber.'
Cetron adds, 'that means thorough background checks on all employees, and especially those with access to rooms and food. Check out your suppliers and services as well. Those who deliver food could contaminate it on the way to a hotel.'
Cetron also reminds us that there was a time 'that hotels wanted their 'house detectives' to be inconspicuous. In the current environment, they should be visible to all, both as a deterrent to malicious acts and as a reassuring presence for guests. Other personnel should be trained to be aware of anything unusual, and to take whatever action is appropriate.'
A sidebar article to the feature story by Fred J. Demicco, Ph.D., University of Delaware, Hotel & Restaurant Management, and John C. Fannin III, president and CEO, Safeplace Corporation notes that 'most hoteliers have done little to improve their security, probably because they do not know how to begin.' They offer the following thoughts for consideration:
1. Embrace change: Responsible lodging professionals are quick to meet consumer demand and enhance the safety of their guests and employees.
2. Change perspective: Don't confuse perception with reality. Today's consumer considers safety to be among the most important factors when selecting a hotel.
3. Create a culture shift: Shift from a culture of liability paranoia to one obsessed with guest and employee safety.
4. Utilize credible resources: HSMAI provides the research and contacts.
5. Go beyond the basics: Many facilities are beginning to perform detailed pre-employment checks.
6. Plan ahead: Systematic risk assessment is mandatory.
The HSMAI Marketing Review is published quarterly by the Hospitality Sales & Marketing Association International, 8201 Greensboro Drive, Suite 300, McLean, VA 22102. The magazine reaches more than 4,000 hospitality executives. The annual subscription price is $95; single copies are available at a cost of $17.
For a copy of the Summer 2006 issue, contact HSMAI at 703-610-9024. The full text of the article 'How to Protect Your Hotel in an Era of Terrorism' is also available on the HSMAI Foundation's eConnect research and resource web site at www.hsmaieconnect.org.
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