Project Description

CASE STUDY

CATCH ME AT MY BEST

Challenge

Catch 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.

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.

RECOGNITION
EMPLOYEE ENGAGEMENT
PROGRAM IDENTITY
INTERNATIONAL LOGISTICS

“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

Results

In 2019, more than 4.99 million cards were ordered. A record 2.2 million catches were entered on the Tally Website representing 240,000 unique Team Members from 107 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.

The Catch Me site in the beginning and now. The site evolves as the brand evolves.

Support materials available for download include customizable recognition materials like certificates, water bottle labels, and candy bar wrappers, or eCatches that can be sent directly to Team Members