What is Breck 101?
Two years ago, the Breckenridge Tourism Office launched the seasonal pilot program of Breck 101. The experiential guest-service training program offers activity outings, fine dining experiences, spa services, lodging tours, and a retail scavenger hunt to Breckenridge’s most guest-facing employees. The sole mission of the program was to better familiarize Breckenridge’s guest service workers with the recommendations they’re asked to give every day. More importantly, the program provides these employees the tools to make the right recommendation for the right guest to ensure the highest guest satisfaction and likelihood to return.
Why it is important?
The BTO researches the guest experience extensively to better understand their expectations. During their stay, we take intercept surveys that are compared to their post trip viewpoints to identify areas of opportunity that will improve the guests’ likelihood to promote Breckenridge as a destination. For the 18-19 winter season, retail workers, servers/bartenders, concierges/hotel staff, and the Welcome Center rose in rank and accounted for the top resources of in-town information, only second only to Google. The wrong recommendation due to a lack of knowledge not only negatively impacts the guest experience, changing the guest from a promoter to a passive visitor, or worse, a detractor. The impact of this small difference can account for nearly $80,000 of economic impact to our town. In addition, it can produce a ripple effect on online reviews. According to Destination Analyst, over 86% of travel decisions are decided by word of mouth opinions (online and in person recommendations.)
How it works:
Students occupy front-line positions in Breckenridge, recognizing that our research show that retail is ask for their advice 3 times more than the traditional lodging conceirge. Students are encouraged to first participate in the One Breckenridge Guest Service program to gain the communication and guest service skills. Alumni of the One Breckenridge and Breck101 are then invited to understand the products and services offered by our participating business through the Breck101 program. Students must provide the businesses feedback in the form of Surveys and online reviews of each experience.
How Breck 101 benefits a business:
- Constructive feedback and reviews delivered by the participants and provided through Trip Advisor, Yelp and the One Breckenridge “Who Made Your Day” program. This feedback can be used to improve your business. The reviews will be posted to gain awareness and bring guests through your door.
- The participants in the program occupy some of the highest guest interaction positions in Breckenridge and will be knowledgeable to recommend your business to the right guest. This recommendation can lead to increase of the right audience at the right time and potentially increase customer loyalty.
- Utilize the students of this program to help train your own employees. If there’s an opportunity for your business to use our students as “guests” to support demonstrations or soft openings while training your own staff, we want to help!