Catch Me at My Best

Catch Me at My Best

Taking Recognition Global for Hilton

The Situation
International Association of Business Communicators 2013 Gold Quill WinnerCatch Me at My Best® (Catch Me) is a seasonal employee recognition program originally developed for Hilton North American properties. From June through August, guests, managers, and peers are encouraged to recognize Team Members[1] for acts of hospitality that align with Hilton’s vision “to fill the earth with the light and warmth of hospitality.” The focus of the program is a comment card, or “catch.” Once filled out and turned in, managers are prompted to tally the results and recognize employees that have been “caught.” In 2015, RSW was tasked with taking the program globally in a cost-efficient manner.

“Our Overall Service scores in SALT[2] increased by almost 10 percent during Catch Me. We also saw an increase in Overall Accommodations scores and a decrease in guest complaints.” — Hampton Inn by Hilton Reading/Wyomissing survey response

The Solution
An online card order website was developed, giving hotels the ability to order only the amount of cards they needed. Prior to ordering online, hotels were automatically sent a set amount of cards, resulting in tremendous waste. Cards were made available in 18 languages, representing Hilton’s diverse guest and Team Member population.

A robust online library of customizable recognition materials was also made available online, resulting in substantial cost savings. Previously, a small set of non-customizable materials was printed and shipped to hotels. An email eCatch was added as well, allowing guests, managers, and peers the option to make a catch online.

Finally, an interactive Tally Website was developed, allowing hotels to enter catches, view and print real-time totals for their property, share best practices, and set program goals. Hotels could also view totals from other hotels around the world, encouraging friendly competition among properties, and gamifying the Catch Me experience.

The Results
In 2018, more than 4.75 million cards were ordered. A record 2 million catches were entered on the Tally Website representing 232,000 unique Team Members from 104 different countries. In addition, Team Member survey results have increased by 4 percent since the global Catch Me initiative launched.

[1]Team Members refers to employees at Hilton company-managed and franchised properties across the Hilton portfolio.
[2]SALT refers to Satisfaction and Loyalty Tracking, a guest satisfaction tracking tool.