Q—Who conducts the PAR Report?
A—It depends on your operating structure. For management companies, hotel
chains, or asset managers, it would usually be the Regional VP or Director of
Sales/Marketing or Regional VP or Director of Operations.
It’s recommended that all properties conduct their own independent PAR Report at
least twice per year. This can be done by the General Manager, Director of Sales/
Marketing or be facilitated by an outside consultant.

Q—How long will this audit take?
A—The PAR report shouldn’t be rushed and should preferably be done in a relaxed
conversational setting. An industry average would be to set aside a full day to
answer and score each category as well as to leave ample time to discuss and
agree upon corrective action and next steps. The PAR assessment is not meant
to be a surprise review of performance. The detail of the PAR Report should be
printed and shared with your sales executives prior to conducting the review.
There should be substantial give and take.

Q—Why is this necessary if revenue and market share are up and I don’t see
things changing?
A—Simply stated, because you’re ostensibly striving to consistently attain your
maximum market potential and provide a comprehensively professional sales and
marketing environment. Your team wants to grow and they need benchmarks of
performance and constructive mentoring and coaching to feel they are moving forward
in their careers. They will appreciate the investment you’re making in them.

Q—After this is done, what do we do?
A—The last few pages of The PAR Report deals with next steps and seeks to
answer the ‘Now What?’ as well as isolate and interpret categories where you are
performing well and areas where you have problems.

Q—I’m not a sales and marketing pro and wouldn’t feel qualified to conduct this
audit. Where do I go?
A—Hotel Wise Man has personally conducted hundreds of property audits in his
career and is available to do so for your property as available. Additionally, we
maintain close alliances with other top tier consultants and would be glad to recommend
resources to help you.