Ramada International has launched ‘I AM’, a global branding and employee recognition programme to motivate employees.

Phase one of I AM is centred upon training and began earlier this year with training sessions for regional managers.

Regional managers then train hotel executive committees and designate trainers for employees.

The approach is designed to certify 10,000 Ramada employees by March next year.

“This programme gives Ramada the opportunity to salute and identify the real value of our brand – our people,” said Reas Kondraschow, senior vice president and managing director of Ramada International. “We want our employees to be proud of where they work and understand they are essential to our operations.”

The training programme focuses on increased levels of service and responsiveness to guests – for example, minimising the amount of time between a request being made and its being fulfilled.

After the training, employees will be tested and then awarded an I AM certified badge.

In May 2004, Ramada will reward an I AM Associate of the Year. The winner will receive cash prizes and appear in global advertisements for the Ramada International brand in 2004.

The scheme will move into phase two in early 2004, when guests will see I AM signage appearing throughout hotels – including door hangers reading ‘I AM sleeping’ rather than ‘Do not disturb’. Each hotel will develop its own creative approach to the concept.