John Jefferis: “Hire for attitude, train for skills”

Employees are the engine of a company. Any good leader knows this, including John Jefferis of the Coco Reef Resorts, who gives credit to his employees by taking into consideration their contribution to the company’s success.

John Jefferis Photo Credit: Cbc.ca

Michael Crom, executive vice president at Dale Carnegie Training and columnist at USAToday.com, once said, “the most important competitive advantage in any business, especially a fast-growing one, is its work force — the skills and the dedication of its employees.” In a business, an idea is worthless if there’s no strategic plan for its realization. And to achieve seamless execution of the idea, well-trained and knowledgeable employees are necessary.

John Jefferis Photo Credit: Officialtips.com

When employing people to be part of the team, the management should look beyond the facts written in the resume. Famous hotelier John Jefferis employs his own special strategy. He believes that leaders should “hire for attitude, train for skills.” Apart from considering the skills and past experiences of applicants, he also looks at their attitude as an important factor in getting hired and attaining success in the business.


Mr. Jefferis provides his employees with a different outlook on how they should view the business and do their work. During orientation, he makes his employees visualize work as a “theatre; wherein Coco Reef Resorts is the well-crafted stage, and they, as employees, are the actors.”

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This type of motivation makes employees do their best. Career experts call this “employee empowerment,” a perspective that implies that people at all levels in the company possess unique knowledge and abilities that can be of great value to the company.


Know more about John Jefferis and Coco Reef Resorts by visiting this website.

John Jefferis: Strategic hospitality and hotel efficiency

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John Jefferis believes that strategic hospitality is an overriding factor behind the numerous awards received by Coco Reef Resort and Spa in Trinidad and Tobago. In his press release, the renowned hotelier said that the ‘friendly, courteous, and professional staff’ is what sets Coco Reef apart from other hotels and resorts in the Caribbean. He emphasizes that employees are the key players of success, making it important that they are treated with the same level of respect and dignity regardless of tenure and position.

He believes that empowering employees with the right skills, behavior, and mindset is crucial in every company. When it comes to hotel staffing, it has been John Jefferis’philosophy to ‘hire for smile and attitude’ and ‘train for skills’. His philosophy has never failed him as he cemented his position as a top hotelier in the Caribbean.

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Strengthening the tenets of good customer service within a professional culture renders staff with the necessary tools on keeping guests happy and exceeding their expectations. Training of the employees should be focused on their emotional and intelligence quotient to identify areas of improvement. Among the significant factors of hotel efficiency is the ability to empathize with guests, defer judgment of a situation, listen attentively, and ask the right questions.

John Jefferis argues that a crucial part of his commitment to excellence is motivating the staff to be at their best when facing guests from around the world. For more information, go to www.cocoreef.com.

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John Jefferis and his staff: Giving clients a perfect vacation holiday

John Jefferis photo credit: qviaggi.it

Multi-awarded hotelier John Jefferis has earned several accolades for his revolutionary vision on what a hotel should be, and his innovative ideas in giving guests the perfect vacation getaway.

In 1991, Jefferis undertook an extensive survey of the Caribbean region, and after evaluating potential development opportunities in the area, began work on acquiring and developing what would become one of the premier Caribbean tourist destination spots, the Coco Reef Resort and Spa -Tobago. Throughout the years, the resort has received many praises and distinctions including being named as “Caribbean Resort of the Year” in 1999 and “Best Resort in the Caribbean” in 2003 by the prestigious World Travel Awards.

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Jefferis is dedicated in creating luxurious and quality hotels in the Caribbean, but he takes a different approach toward managing his hotels. John Jefferis shares that his hotel is like a show, and the people in the resort are the characters. It’s the characters who make the show memorable and enjoyable.

Jefferis attributes the resort’s success to the friendly, professional, and hospitable hotel staff. For him, the hotel wouldn’t be what it is today if it wasn’t for the help of the people behind it. He considers his staff responsible for making the perfect Caribbean vacation a reality for its guests.

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For more information about John Jefferis and Coco Reef Resort, follow him on Twitter.

A business’ success story: John Jefferis and the history of Coco Reef

Every business has a unique success story. Coco Reef, one of the premier hotels in the nation, owned and managed by John Jefferis, has its own share of humble beginnings.

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Founded two decades ago, Coco Reef is a product of hard work and multiple loads of research. Mr. Jefferis first took an ample amount of time to study and evaluate all the Caribbean islands before determining the perfect place where he could develop a resort. In 1992, he decided to start his business in Tobago, an island of unique beauty, with breathtaking rainforests, fascinating historical sites, and awe-inspiring beaches.

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Four years of construction led to the resort’s opening in January of 1996. With the resort hotel’s amazing interior design--amplified by its entrance and lobby that offer arriving guests a breathtaking view of the resort’s private white sand beach--it has received positive response from visitors.

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Indeed, John Jefferis has made a great choice in deciding upon the resort’s destination. This is proven by the high rate (40 percent) of repeat clients, who consider the hotel as their “home” in the Caribbean.

All of Mr. Jefferis’ efforts to improve the hotel and offer hotel guests more than what they expected from a privately owned property all paid up in time. Over the years, it has received numerous accolades for its beautiful facilities and outstanding services: these are Caribbean Dream Resort of the Year, Resorts and Great Hotels Connoisseur’s Choice, and World Travel Awards Best Luxury Resort in the Caribbean, among others.

For more information on John Jefferis, visit cocoreef.com.

John Jefferis and following the master's path: The basics of hotel management

Even a seasoned hotelier like John Jefferis will tell you that hotel management is a serious business. The right mindset, attitude, and preparation are needed for you to leap over any hurdle and reap the many rewards of being part of the hotel industry.

From John Jefferis

A hotel manager is responsible for pretty much everything that goes on in the hotel. It is your job to make sure that everything runs smoothly – from bed covers replaced on time and rooms regularly cleaned. You will also oversee the hotel’s marketing, insurance, advertising, and legal issues.


You make the plans that serve as the hotel’s path to success. How your business fares in the future will depend on the flexibility of the plans you create. John Jefferis’ hotels started from dreams and plans. Proper action on Jefferis’ part sealed his hotels’ place as one of the top Caribbean destinations.

From John Jefferis

A hotel manager also works with other people to please the hotel’s guests. It is important that you provide your subordinates with a dynamic and fair workplace in order for them to be happy doing their jobs. Your happy employees will be able to provide better, giving your guests a more comfortable and secure place to stay in.


Hotels are not just sleeping quarters; they are also venues for large events. Therefore, you have to know how to organize parties and other social events. Learn the basics of event organizing, and be creative enough to come up with ideas that will please your guests. Like every craft, it will take you some time to master this. Patience and lots of practice is important. After all, no success story happens overnight.

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To learn more about John Jefferis and his contributions to the hotel industry, follow him on Twitter.

John Jefferis: Because you deserve paradise

Bermuda has one of the most beautiful beaches in the world. Blue waters present a stark contrast to pinkish sand, while slender coconut trees tower above the ground. John Jefferis’ Coco Reef Resort in Bermuda complements this beauty with its Caribbean inspired architecture and landscaping. These, along with excellent service, make your stay almost akin to lodging in paradise.

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The beauty of Bermuda is present in every room in the Coco Reef Hotel. Each room is granted a view of the beach and uses hand-crafted wicker furniture. The fabric designs are original and were specially crafted for Coco Reef Resorts. Original artworks also hang on walls. Everything contributes to a graceful and casual atmosphere that embodies the appeal of the beach. The hotel also provides good customer service and basic amenities to make your stay as comfortable as possible.

From John Jefferis

Coco Reef Resort’s Chairman, John Jefferis, worked hard to renovate the hotel’s lobby to provide a magnificent welcome to guests. It has a crystal skylight, and floors made of specially quarried marble. The lobby won a World Travel Award for Best Interior Design in 2005.



If you feel like spending time in paradise with your loved one, Coco Reef also offers wedding and honeymoon packages that include a private four-course dinner on the beach and an in-room massage for two. The resort has even made it easy for you to make reservations. You just need to check out its website for the online reservation service.

From John Jefferis

For updates on John Jefferis, follow him on Twitter. For information on Coco Reef Resorts Bermuda, go to www.cocoreefbermuda.com.