Doug Kennedy’s Next Staff Training Webcast: Technification Is Causing Commoditization: Stand Out Through Humanification

Sponsored By Travel Outlook and Track Hospitality Software

Register your team and participate live, or later receive and view the recording, of Doug Kennedy’s next 40-minute training webcast scheduled for Friday, August 21, at Noon ET. Register Here 

Besides being a good experience for all frontline “doers” in guest services, front office, and sales, this month’s topic is an excellent “thought leadership” experience for operational and commercial strategy leaders.

“The term “technification” was first used in the 1930s, but it feels more relevant than ever as AI turbocharges automation,” says Kennedy. “Commoditization, which is the process by which goods or services become standardized, interchangeable, and indistinguishable from competitors’ offerings, results from technification,” he added. 

In this webcast, Doug explains how companies continuing too far down this path risk ultimately losing their unique brand identities, forcing them to compete solely on price rather than differentiation of guest experiences. Join us as Doug shares ways to stand out through humanification, balancing the use of new technologies with the people parts. 

• Recognize that what tech companies call “friction points” are actually “connection opportunities.” Chatbot “containment” of guest requests and questions is actually “deflection.”
• Use AI and chatbots to answer basic questions and complete repetitive tasks, but make it easy to connect to a well-trained human for special needs or requests.
• Use tech to free up staff so they can become greeters, first impression makers, and create emotional connections with your brand.
• When guests book directly online, call to obtain pre-arrival details, discover clues about how to personalize their visits, and enable true personalization of experiences.
• When guests book through OTA’s that prohibit direct guest contact, message guests through the app to introduce yourself by name, seek out arrival details, and thus possibly channel converting their future stays.
• In the sales office, where auto-response features of CRMs provide an initial, prompt reply, have salespeople reach out personally to create relationships. 

Recordings of previous webcasts are available on KTN’s YouTube channel and are now also being distributed on your favorite podcast channel or on KTN’s Spotify channel. 

Everyone who registers for this and all KTN webcasts receives a link to the recording, even if they cannot attend. The 40-minute format is perfect for “lunch and learns,” or excerpts can be shared at staff meetings. The target audience is anyone who is interested in upskilling themselves or others, and the topic areas are broad enough to be relevant for all sectors of the lodging industry. 

“We are grateful to the generosity of our sponsors who have allowed us to offer complimentary admission,” said Kennedy. “It takes a lot of time to design, promote, and deliver these events, and so we would normally charge a registration fee, but this series is now completely free to all.”  

Sponsors include: Travel Outlook, the only KTN Certified call center and Track Hospitality Software, whose products include a Track PMS and Pulse reservations CRM. 

Complimentary registration can be accessed at www.KTNwebcast.com. Here are the additional topics scheduled so far. 

Hotel Upselling 2026: Training Tips For Front Desk and Reservations Teams

Friday, September 25 (Noon ET)

REGISTER HERE 

The era of “self-upselling” is pretty much over. Most guests now ignore pre-arrival messaging, feeling spammed by upsell offers from every hotel in their itinerary, plus their airlines, rental car company, and OTAs trying to upsell add-on “experiences.” 

Smart revenue leaders recognize the huge opportunity to generate incremental revenue, while at the same time helping guests get the most out of their hotel experiences. 

Upselling can best be accomplished at two key stops in the “cycle of service.” First, when guests initially call to book, or if they booked online, when they call to reconfirm, or if they have a question. Secondly, when welcoming front desk colleagues have authentic, human conversations upon arrival, when they may feel spontaneous and indulgent after a long day of stressful travel, and an opportunity to treat themselves requires only a small incremental “gap amount.”  

Your team will learn:

• How upselling strategies and tactics are very different for the front desk vs. voice reservations.
• Reassuring them the room they already “bought” is still a great option (and if applicable, that loyalty membership has already been considered with the preassigned room).
• Opening the door to a conversation by asking if they are aware of, or interested in, available upgraded options.
• Presenting availability as a special, timely opportunity.
• Using “Rate Framing” to create value.
• Using an incremental quoting approach.
• Conveying the value received with the upgrade, including specifics of the actual room location or view.
• Using recommendations and/or endorsements.

Target audience: Front desk staff, reservations sales agents, supervisors and QA staff. Also a thought-provoking experience for managers, revenue and commercial marketing leaders. 

The “3Ms” of Hospitality Leadership: Model, Mentor, Measure

Friday, October 23 (Noon ET)

REGISTER HERE 

Doug will address the difference between “hospitality” and “service,” and how authentic hospitality experiences build loyalty and encourage online reviews that are essential in this era of AI-Powered, conversational searches. Because the culture of hospitality must be organically grown to be authentically delivered, we cannot expect staff to simply flip on the light of hospitality like a flashlight. Instead, all leaders must model hospitality every day. Whereas some bemoan the shortcomings of the workforce, the best leaders recognize that staff of all ages are hungry for good mentors. By measuring and celebrating success, the flame of the hospitality spirit is reignited every day at the employee entrance.

• Modeling and mentoring your staff on how to create emotional connections with guests is actually a commercial strategy.
• Daily, meaningful “micro encounters” provide mentoring opportunities. Frontline staff are closely observing how you speak to and about colleagues as well as guests.
• Avoid guest bashing and instead validate guest complaints.
• How Erik Erikson’s psychosocial theory of Generativity explains “What’s in it for me?” for mentors.

Target audience: All leaders from supervisory through executive level. Good for all aspirational leaders, regardless of title or role.