Hotel & Tourism SMARTreport - 2017 EHMA Special Edition

cleverdis

THE PROFESSIONAL BUYERS’ REFERENCE

SMARTreport

SPECIAL EHMA

THE NETHERLANDS

DISRUPTORS IN LUXURY

HOSPITALITY

LOOK FOR WAYS TO

PRO-ACTIVELY DISRUPT

THE DISRUPTORS AS THEY

ENTER THE MARKET.

HANS E. KOCH

President of EHMA

SPECIAL ISSUE #08 - MARCH 2017 / A CLEVERDIS PUBLICATION


FOREWORD

Richard Barnes

Editor-in-chief

richard.barnes@cleverdis.com

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LUXURY’S THINK TANK

While the global hotel industry

has for some years now been

witnessing some fast-growing

phenomena (like OLTA and

home-sharing) which are

revolutionising traditional

distribution channels and

obliging hoteliers to adapt to

this new paradigm, the luxury

segment has some rather specific

responses.

In this context, the reflections

and experiences of the 44 th

CONTENTS

3 SPECIAL EHMA

THE NETHERLANDS

3 DISRUPTORS IN LUXURY

HOSPITALITY

4 ARE WE BEING DISRUPTIVE?

I HOPE SO!

6 44 TH EHMA GENERAL MEETING

8 THE BURNING ISSUES OF 2017

10 IT’S ALL ABOUT PEOPLE

11 ELITE TRAVEL

TRENDS

11 DISRUPTORS IN THE ELITE

TRAVEL WORLD

12 THE ROLE OF THE LUXURY

TRAVEL ADVISOR

14 JUST WHAT CAUSES

DISRUPTION IN LUXURY

HOSPITALITY?

15 NEW FRAMEWORKS,

NEW APPROACHES

16 TECHNOLOGICAL EVOLUTION

- A KEY DRIVER OF CHANGE

17 IT’S ALL ABOUT THE TABLE

18 THE LAUSANNE REPORT –

A WORKING TOOL FOR

THE INDUSTRY

Annual General Meeting of

the European Hotel Managers

Association for which the main

topic is “Disruptors in Luxury

Hospitality” will act as guidelines

for all luxury hoteliers.

We hope this publication will be

a useful tool for the creation and

dissemination of value realised

during this unique annual

brainstorming between eminent

specialists.

19 USING DATA TO IMPROVE THE

CUSTOMER EXPERIENCE

20 THE FUTURE OF DIRECT

REVENUE AND THE ROLE

OF SMART TECHNOLOGY IN

THE HOSPITALITY INDUSTRY

21 TOURISM IN EUROPE

21 MIXED FORTUNES FOR EU

TOURISM DESTINATIONS IN 2016

22 POSITIVE GROWTH FORECAST

FOR EU TOURISM

24 ON SINO-EUROPEAN

RELATIONS AND BUILDING

BRIDGES, NOT WALLS

25 INNOVATIONS

& TECHNOLOGIES

25 THE DAY OF THE ROBOTS

26 PUTTING GUESTS AND THE

ENVIRONMENT FIRST

28 THE HOTEL OF THE FUTURE

30 JUST HOW MUCH DO YOU PAY

THE OTAS?


SPECIAL EHMA THE NETHERLANDS

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #08

March 2017 3

© Richard KW

DISRUPTORS

IN LUXURY

HOSPITALITY

A topic of great

importance for

hoteliers is the theme

of the 44 th Annual

General Meeting of

the European Hotel

Managers Association:

“Disruptors in Luxury

Hospitality”. The hotel

industry for some

years now has been

witnessing some fast

growing phenomena

that interfere in the

market as OLTA or

home-sharing.

ORGANISING

COMMITTEE

STOKKERMANS

Stephan

Managing Director,

Grand Hotel Huis ter

Duin

ROUWENDAL

Albert

General Manager,

Mövenpick Hotel

Amsterdam City Centre

LENSINK Bernard

General Manager,

Landgoed Duin &

Kruidberg


SPECIAL EHMA THE NETHERLANDS

Hans E. Koch

Managing Director,

Hans E. Koch Hospitality Solutions GmbH,

President of EHMA,

ARE WE BEING DISRUPTIVE?

EHMA President, Hans E. Koch - on the key theme

We asked Hans E. Koch, Managing Director, Hans E. Koch Hospitality

Solutions GmbH – President of EHMA to talk about what kind of

disruptors can you personally see as being important…

First of all, it’s a fact that today, hotels

and hotel companies are more and

more exposed to various disruptors.

Such disruptors usually come from

outside the industry and build on

new ideas that reimagine a service or

a product in response to client desires

and needs. Today, they include OTAs

and companies like Airbnb that have

a significant and direct impact on

hotels and their business. Tomorrow,

we are most certainly facing more and

different kinds of disruptors. Important

is, to stop worrying to much about the

effects and instead focus on how to

outdo them. Think of doing something

disruptive of your own.

What are the biggest threats and /

or opportunities with this?

It’s important to always focus on

opportunities. There is no use in

wasting too much time on threats!

Hotels and hotel companies often


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March 2017 5

debate legal ramifications of

disruptors. However, very little can

be accomplished in doing that

and only allows disruptors to gain

market share in the meantime by

addressing service gaps ignored by

the hotel industry. Evaluate who

your disruptors are, what they are

doing better and different. Look

for ways to pro-actively disrupt

the disruptors as they enter the

market. To do so and be more

successful at the same time, many

of the existing business models and

guest needs and desires. At the

same time, never underestimate

the importance and value of

personal but discrete attention

towards guests.

Given the current “nervous”

state of the industry, how much

more important are meetings

like this one of EHMA in terms

of plotting a firm course for the

future?

Meetings like the EHMA annual

conference are very important

I HOPE SO!

of this year’s EHMA event in the Netherlands

approaches need to be adapted

and modernized using client

data to produce targeted and

customized offers and processes.

That means, hotels and hotel

companies must move away from

their often-traditional thinking in

today’s very fast changing and very

competitive business environment.

Digitalisation can no longer be

ignored. The world is driven by

technology, and digital devices

today are part of our life; if we like

it or not! However, don’t forget

to keep a grasp on ever changing

to create a platform to keep our

members informed and to regularly

exchange opinions and experiences

on developments in today’s very fast

changing, nervous and competitive

business environment. The ability

to think different and to effectively

question existing, linear processes

and views becomes increasingly

crucial. What we try to achieve with

our yearly meeting is, to encourage

pro-active thinking and calculated

risk-taking, yet having fun in being

more creative and innovative at the

same time.

ENCOURAGE

PRO-ACTIVE

THINKING AND

CALCULATED

RISK-TAKING


44 TH EHMA GENERAL

“Disruptors in Luxury Hospitality”

PROGRAMME*

FRIDAY, MARCH 17 TH , 2017

• GRAND HOTEL HUIS TER DUIN

09:00 am - 12:00

MANAGEMENT COUNCIL MEETING

12:00 - 12:30 pm

Press Conference

12:30 pm - 1:30 pm

Lunch Management Council, Organizing

Committee & Press

2:30 pm - 6:00 pm

EHMA GENERAL ASSEMBLY

• Ordinary 44 th General Meeting

• Candidatures for EHMA 2018 and 2019

• Extraordinary General Meeting

• Results of the voting on the Statute

• President of Hotrec - Susanne Kraus Winkler

• Members’ Hour & Open Forum

• Closing remarks by President Hans E. Koch

8:00 pm - 10:30 pm

Welcome reception & Standing Dinner

Beach Hous“The Breakers”

SATURDAY, MARCH 18 TH , 2017

• GRAND HOTEL HUIS TER DUIN

08:30 am - 5:30 pm

EDUCATIONAL DAY “DISRUPTORS IN

LUXURY HOSPITALITY”

08:00 am – 12:30 pm

Morning Session

• Welcome Coffee / Sponsors’ time

• Official welcome by Mr Rogier van der Sande

(Official Delegated Commissioner of the King)

• Moderator Sander Allegro

• interactive session

• Hans Meyer

• Coffee break /Sponsors’ time

• Emiel Hendriksen

• Interactive block

• Michel Rochat

• Panel Discussion with Hotel Schools

• Pasta DE CECCO

12:30 pm - 2:00 pm

Sponsors Lunch


MEETING

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GRAND HOTEL

HUIS TER DUIN

Grand Hotel Huis ter Duin

Amsterdam Canal

2:00 pm – 5:30 pm

Afternoon Session

• Peter Verhoeven

• Kristian Valk

• Interactive session

• Tea Break / Sponsors’ time

• Dr. Ilham Kadri

• Panel Discussion with MLH, ORACLE, STR

• Wrap up and videos

7:15 pm

Gala Dinner & Party

SUNDAY, MARCH 19 TH , 2017

All day

Departures & Transfer to Schiphol Airport

ACCOMPANYING

PERSONS PROGRAMME

SATURDAY, MARCH 18 TH , 2017

09:30 - 16:30

Amsterdam in one day and lunch on a boat.

• First time visitor or • Hidden spots

© Diliff

*The programme is subject to changes


SPECIAL EHMA THE NETHERLANDS

Susanne

Kraus Winkler

MRICS - Managing Partner Loisium

Wien & Spa Hotels Austria -

President of HOTREC

THE BURNING ISSUES

What are the most important issues affecting the industry today? We put

the question to Susanne Kraus Winkler – President of HOTREC…

We are living in difficult times of

unclear future scenarios. Trump,

Brexit, shifts of political power in

different European countries, a very

weak European Union with lacking

perspective and growing populism, the

refugee problem, the threat of terror

attacks everywhere, a lot of difficult

uncertainties in the Mediterranean

region in particular and in the whole

European region in general, disruption

through digitalization and technology

innovations and so much more. In

times like today we can only stay

together closer, join forces and learn to

be more flexible.

One of the biggest problems is the

industry’s lack of skilled labour and

the image of the industry in terms

of working place. In Europe, it is

also about high bureaucracy, which

burdens the hospitality industry and

it seems that also other sources are

targeting us as e.g. accommodation is

recently in the focus of ISO. Last but


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not least taxation is also one of the

big issues, we are dealing with right

now. It is of great importance, that

the hospitality industry will be part

of the reduced VAT scheme.

We are still facing a lot of

challenges through digitalisation

when it comes to distribution.

OF 2017

Rate parity clauses, unfair B2B

practices, property rights etc.

are issues we have to deal with

to stay competitive and as free

entrepreneurs.

The recent European online

distribution study completed

by HOTREC mid of 2016 well

demonstrates the increasing

dependency of hoteliers on online

platforms. The share of booking

via OTAs was gaining 3% to

nearly 23%, the decrease of direct

booking by 4% and the nearly

zero competitive effect between

platforms of the narrow parity

clauses promoted by Booking.com

show to the wrong direction.

Some countries like Germany,

France, Austria or Turkey already

reacted and banned those unfair

parity clauses by law or competition

authority decisions. We hope that

the studies conducted by the

national competition authorities in

10 EU countries will result in the

ban of parity clauses and therefore

boost the whole hotel distribution

in all European countries.

The ban of rate parity clauses enable

the hotels to offer their services at

their own prices and conditions

on their various distribution

channels setting freedom of the

accommodation provider.

HOTREC started its “Book Direct”

campaign, to support their member

associations and the hotels all

over Europe to find their own

way through today’s digitalized

booking world challenges. Online

will be the main distribution tool

in the future, with a lot of new

digital developments to come

and therefore should be as free,

fair and open as possible for all

stakeholders.

ONLINE

(...)SHOULD BE

AS FREE, FAIR

AND OPEN

AS POSSIBLE

FOR ALL

STAKEHOLDERS.


SPECIAL EHMA THE NETHERLANDS

Hans E. Koch,

EHMA President, with

Alexander Bard

at EHMA Cyprus 2016

IT’S ALL ABOUT PEOPLE

One of the characteristics of EHMA is

its incredible ability to attract, every

year, world-class speakers who come

to exchange in an elitist and friendly

atmosphere with the greatest CEOs of

the European hospitality industry.

Indeed, after such exceptional

personalities as Gugliemo L. Brentel,

Alexander Bard, Professor Dimitrios

Buhalis, Dr John Kalogerakis and

Mark V. Lomanno, to name but a few,

last year in Cyprus, this year again

great names have agrees to join the

EHMA AGM in the Netherlands, as,

for instance, the Educational Day is

moderated by Sander Allegro, owner

of INNovations Hospitality Consultancy,

while keynote speakers such as

Hans Meyer and Michel Rochat will

participate in a panel on hotel business

education.

This incredible thought leadership

does not flourish in the classic sense

of “professional seminars”, but in a

friendly “family-like” context, and the

word is not too strong, where most

participants come accompanied by

their companions or mates. Also here,

we welcome many EHMA partners

who participate also year after year

in this genuine milestone of European

industry, allowing it to benefit in

priority from their latest technological

advances.

It is moreover an accomplishment

that is renewed from year to year

that EHMA realises in advancing the

industry in it operates while developing

real friendship among members,

partners and close contacts.

EHMA succeeds in this «tour de force»

simply because human values are at

the heart of its DNA and in that of the

industry at large.

HUMAN

VALUES ARE

AT THE HEART

OF EHMA’S

DNA AND IN

THAT OF THE

INDUSTRY AT

LARGE.


ELITE TRAVEL TRENDS

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March 2017 11

DISRUPTORS

IN THE ELITE

TRAVEL WORLD

Elite travel and accommodation is

being rocked this year by a number

of “disruptors”. What are they and

how will they affect your hotel?

In the next pages, you will learn

about some of the key topics being

broached by the participants in this

year’s EHMA meeting in Holland,

and how these issues will impact

your business.

The importance of the GM and

even the owner is also highlighted

in an exclusive Cleverdis interview

with Matthew Upchurch as a key

differentiation factor…

The Savoy Hotel


ELITE TRAVEL TRENDS

Matthew D.

Upchurch

Chairman and CEO, Virtuoso

THE ROLE

OF THE LUXURY

TRAVEL ADVISOR

Virtuoso Chairman and CEO Matthew D.

Upchurch on the evolution of distribution via

travel advisors…


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Cleverdis editor-in-chief Richard Barnes caught up with the head of Virtuoso – the industry’s leading

luxury travel network – at December’s ILTM show in Cannes. He asked what’s changed over time for

the advisors and the way they work…

Ten or fifteen years ago, if you

became a travel advisor, you’d be

given a cubicle and a GDS and

maybe you would take a couple of

fam trips a year. Today, however,

travel advisors are at the forefront

of being digital nomads. One

agency owner came to our

symposium in Cape Town,

and went to check out one

of the Singita properties. She

posted a photo of herself

and her number two in an

infinity pool with elephants

in the background and her

laptop, saying, “Here we

are checking out Singita and

helping our clients all over

the world.” I saw that photo

and I went crazy. I said,

“That’s the coolest thing

I’ve seen!” Facebook went

crazy with it as well. The

next time she did a retreat

with her staff members, this was

the photo she posted on social

media – at Eden Roc in St Barth.

I showed this photo at Cornell to

all the hotel management school

kids, and I can tell you there’s a

lot of people interested in being

travel advisors now.

How important is it to include

owners and GMs in the picture?

It’s very important, because

there is a transmission of human

connection. Many years ago, the

GM of Sheen Falls was standing

there at Virtuoso Travel Week, and

at that time I had really started to

THOSE HOTELS

WHERE THE GM IS

PERSONALLY

INVOLVED IN THE

RELATIONSHIPS GET

A DISPROPORTIONATE

AMOUNT MORE BUSINESS

FROM THE

NETWORK THAN THOSE

THAT AREN’T

notice the number of GMs that

were coming to our meeting. I

said to him, “I’m really curious.

You’re a GM, and I am honoured

that you are here, and I thank you

for that… But I want to ask you

a question from your perspective.

Why did you, as a GM, bother to

come?” He looked at me like I

was an idiot, in a very nice way,

and said, “Don’t you know?”…

And I responded, “What do you

mean?”… Then he said, “It is

common knowledge among

the hotels in Virtuoso that those

hotels where the GM is personally

involved in the relationships get

a disproportionate amount

more business from the

network than those that

aren’t.

” It was the same way

back then for Antonio

Sersale from Le Sirenuse

in Italy… These days, I hold

a brunch meeting before

the opening session at the

Bellagio just for owners.

The phenomenon that

began ten or fifteen years

ago is gaining momentum.

Now, at the brunch, I’ll be

introducing the owner of

the Brando, Richard Bailey,

to other owners like Luke

Bailes from Singita, and so

on, and it keeps growing and

growing. Now we have hotel

owners walking around building

relationships, because once you

get to a certain level of luxury,

you literally can feel a property

based on the personality of not

only the GM, but even more

so the owner. It becomes very

personal.


ELITE TRAVEL TRENDS

JUST WHAT

CAUSES

DISRUPTION

IN LUXURY

HOSPITALITY?

With the main theme of this year’s conference being “disruptors

in luxury hospitality”, we asked Sander Allegro to tell us more

about his presentation at the event.

Sander M.

Allegro

Director of Industry Relations,

Hotelschool The Hague Hospitality

Business School

We will explore the theme by

discussing the major trends

and developments that may

cause disruption, by presenting

new and exciting concepts.

Furthermore, we will zoom

into the distribution issue with

speakers from leading companies

in this field and will explore the

consequences of disruption

for future hotel managers with

presidents of leading hotel

schools. Last but not least we

will discuss the consequences

of disruptions with a panel

consisting of representatives of

business partners of EHMA.

What do you see as the main

changes in this industry in

the years to come, and what

should hoteliers be doing to

better prepare for the future?

Change is plentiful! Obviously,

technology is the prime

development to watch as I

believe it will change our business

fundamentally. In addition, luxury

hotels should be realizing that

there is a new paradigm for

luxury that is no longer about

gold plated bathroom fixtures

and shiny chandeliers, but is

about inner peace, relaxation

and spending quality time with

loved ones.

Many trends shape industry from

the outside, but the real change

has to come from people within

the industry.


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Drs Klaas-Wybo

van der Hoek

Vice-President Executive Board,

Stenden University of Applied Sciences

NEW FRAMEWORKS,

NEW APPROACHES

With a portfolio at the Stenden University of Applied Sciences including education,

research, ICT, HRM, facilities, marketing, support services, and real estate, Drs Klaas-Wybo

van der Hoek has plenty to talk about at the 2017 EHMA conference. We asked him to tell

us a little more about his presentation.

Disruptors in luxury hospitality

is not only about innovations

in ICT and hardware. It is

about mind set and behaviour.

The way hotel managers and

hotel staff are acting is the key.

What do you see as the main

changes in this industry in

the years to come, and what

should hoteliers be doing

to better prepare for the

future?

They have to serve new

guests with new views and

demands. It also requires a

new framework of training

and education, as well as

a new approach of hotel

management schools,

universities and research.

Why do you feel EHMA

is important in fostering

intelligence and growth in

the industry?

Associations of professionals

such as EHMA can stir this

in the future. By interaction

and dialogue the profession

has to be developed in the

future direction. The benefit

of the association is the

social constructivism learning

and the accumulation of

knowledge and professional

experience (‘evidence base’).


ELITE TRAVEL TRENDS

Susanne

Stolte

President - Board of Directors,

Hotelschool The Hague

TECHNOLOGICAL EVOLUTION -

A KEY DRIVER OF CHANGE

We asked the HotelSchool President to tell us more about the main themes of the

conference as she sees them…

We will explore the theme “disruptors

in luxury hospitality” by discussing the

major trends and developments that may

cause disruption, by presenting new and

exciting concepts.

HOTELIERS WILL HAVE

TO OPEN UP TO CHANGE

– AS THEY ALWAYS HAVE –

AND WILL HAVE TO BE OPEN

TO NEW WAYS OF DOING

BUSINESS.

Furthermore, we

will zoom into the

distribution issue

with speakers

from leading

companies in

this field and will

explore the consequences of disruption for

future hotel managers with presidents of

leading hotel schools. Last but not least we

will discuss the consequences of disruptions

with a panel consisting of representatives of

business partners of EHMA. I will share my

views on the consequences the changing

hospitality industry will have for the profile

of future leaders of our industry and thus

for those who educate them.

What do you see as the main changes

in this industry in the years to come,

and what should hoteliers be doing to

better prepare for the future?

We will see a lot of change that will

have a profound impact on our industry.

Technological evolution will remain to be the

main driver of change, bringing disruptors

driven by artificial intelligence, causing us to

rethink and reshape our business. Hoteliers

will have to open up to change – as they

always have – and will have to be open to

new ways of doing business.


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Hans Meyer

MD & Co-founder,

Zoku Amsterdam

THE WORD “ZOKU” IS

JAPANESE FOR FAMILY OR

TRIBE.

IT’S ALL ABOUT

THE TABLE

When it comes to upsetting the apple cart, Zoku Amsterdam

is at the front of the queue, creating a new category in the

hotel industry that can be best described as a hybrid between

a home and an office. We asked MD & Co-founder Hans Meyer

to tell us more.

A standard hotel room is

organised around a singular

piece of furniture: the bed. At

Zoku Amsterdam, a kitchen

table is the central feature. It’s

a welcome admission of a basic

fact that most travellers already

know — that a hotel room,

particularly in an urban location,

should be more than a place to

sleep. This is Amsterdam. You’re

not unplugging your devices,

you’re not on a getaway to a

tropical island. You have work

to finish up, e-mails to answer.

Maybe you’d like to make

your own coffee, maybe you’d

rather grab a few pastries from

the corner bakery than go out

for breakfast. Zoku is a new

accommodation hybrid that does

not just accept that reality, but

embraces it. The word “zoku”

is Japanese for family or tribe. In

other words, even though Zoku’s

lofts make excellent venues for

working, you’re not expected to

hole up in one all afternoon just

because you have a deadline.

Zoku expands the definition of

a hotel into a platform where

knowledge, ideas and people

can mingle on a daily basis.

Encouraging connection, Zoku

offers diverse social areas to

encourage effortless interaction

between Zoku’s residents,

Amsterdam’s locals and the

in-the-know Zoku team called

Sidekicks.


ELITE TRAVEL TRENDS

Michel Rochat

CEO, EHL Holding SA

THE LAUSANNE REPORT –

A WORKING TOOL FOR

THE INDUSTRY

Michel Rochat - CEO - EHL Holding SA will be tabling a new report at the EHMA

conference that will no doubt be of great use to all members. We first asked him

what he sees as being the key issues affecting the industry as he arrives at the

conference…

Climate changes, security, environment

issues, concentration of the hotel industry,

the “digital wave” are all part of the

opportunities and challenges that face our

industry.

Empowerment of the clients, thanks to the

use of the WEB and numerous OTA’s: our

way we do business is changing. Clients do

not want just to stay in a hotel they want

to live an experience. All this means that

scope of knowledge will change our way

we educate future hoteliers.

The Lausanne report is a working tool for

the hospitality industry. Its prime objectives

are to stimulate a sound debate on future

risks and opportunities for our industry.

We have selected the six most important

developments that should impact / change

the hospitality industry. It combines these

findings with the result of the qualitative

analysis of interviews and workshops.

Forty hospitality top leaders from fifteen

countries have given their input and shared

their views.


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USING DATA

TO IMPROVE THE

CUSTOMER EXPERIENCE

A speaker at this year’s EHMA conference, Peter Verhoeven is Managing Director of Europe, Middle

East and Africa (EMEA) for Booking.com, a role he has held since July of 2014. He is ultimately

responsible for the operational health of all aspects of Booking.com’s business in the region, including

accommodation partner growth, support and retention, business development, and customer service.

We asked him to tell us more about the main themes of his conference.

My presentation will be focusing

on how Booking.com teams

use data to improve customer

experiences every day.

What do you see as the main

changes in this industry in

the years to come, and what

should hoteliers be doing to

better prepare for the future?

One major challenge in this

industry is to understand

how an accommodation can

be best visible during the

customer journey, by constant

experimentation and learning

from customer behavior. Every

entrepreneur can have a different

approach depending on many

factors - but constant learning is

a requirement for all.

The EHMA is an opportunity,

where a wide variety of industry

actors gather to learn, educate

and exchange about the ever

changing landscape - a testimony

to acknowledge that education is

a life long journey to keep up to

speed!

Peter

Verhoeven

Managing Director Europe,

Middle-East, Africa (Managing

Director EMEA), Booking.com

Why do you feel EHMA

is important in fostering

intelligence and growth in the

industry?


ELITE TRAVEL TRENDS

THE FUTURE OF DIRECT

REVENUE AND THE ROLE

OF SMART TECHNOLOGY IN

THE HOSPITALITY INDUSTRY

Globally, hotels are searching for solutions to improve sales

through their direct channels along with guest experience.

Kristian Valk - CEO, Hotelchamp will be expanding on this theme

at the EHMA conference. We asked him to tell us a little more.

Kristian Valk

CEO, Hotelchamp

With a majority of people

booking hotels online,

technology has become the

ultimate disruptor where hoteliers

need to align their strategy to

compete fairly. Through this

conference, I will share my

experience and expertise on the

landscape and future of direct

revenue and guest engagement

by using smart technology.

What do you see as the main

changes in this industry in

the years to come, and what

should hoteliers be doing to

better prepare for the future?

I believe the next big step in

the industry relies on using

smart technology to personalize

online guest experiences. What

we see with leading companies

in other industries such as

KLM, Netflix and Spotify is that

personalization makes the online

user experience unique, relevant

and adjusted to every customer’s

needs. The hospitality industry

should be at the forefront of

these innovations to rebuild guest

relation online. Smart technology

should be used to help hoteliers

in creating outstanding customer

experiences, building guest

relations and engaging from the

very beginning of the booking

process.

WITH A MAJORITY

OF PEOPLE BOOKING

HOTELS ONLINE,

TECHNOLOGY HAS

BECOME THE ULTIMATE

DISRUPTOR

EHMA is responding to the

latest trends and challenges in

the modern world. By gathering

disruptive world leaders, it allows

hoteliers to be at the forefront of

the industry!


TOURISM IN EUROPE

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #08

March 2017 21

MIXED FORTUNES

FOR EU TOURISM

DESTINATIONS

IN 2016

European destinations certainly felt

the wind of change during 2016

with fluctuating fortunes.

International arrivals to Europe

grew by 1.6% between January and

September 2016, according to the

UNWTO World Tourism Barometer.

This was significantly lower than

the good growth of 4.6% seen in

2015 as a whole.

There was a diverse picture over

the first nine months of 2016 in

terms of sub-regions and individual

destinations. Northern Europe

(+6.4%) and Central and Eastern

Europe (+5.3%) both performed

well, with double-digit increases

in countries such as Hungary and

Ireland, according to UNWTO

figures. In contrast, results were

weaker in Western Europe (-1.3%)

and Southern Mediterranean

Europe (+0.4%).


TOURISM IN EUROPE

Eduardo

Santander

Executive Director,

European Travel Commission

POSITIVE

GROWTH

FORECAST FOR

EU TOURISM

Edouardo Santander, Executive Director –

European Travel Commission – on current trends…


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #08

March 2017 23

Europe is still one of the world’s most vibrant and appealing destinations for

travellers around the world. 2016 marked a year of sustained growth for the

European tourism sector with handsome growth posted by a vast majority of

destinations amid a volatile economic and political environment and safety

and security concerns. We asked Edouard Santander how his organisation

sees trends for the coming year…

ETC’s outlook for European tourism in

the coming year remains positive with

growth in arrivals forecasted to be 3%

among ETC members. The key enablers

to sustain Europe’s leading position as the

#1 tourism destination worldwide lies in:

strong cooperation between destinations

and stakeholders, diversification of the

region’s guest mix and an adequate

targeting of potential travellers outside

the dominant intra-European markets,

considering both emerging and matured

markets. Only through increased

commitment and cooperation from the

European authorities will Europe remain

competitive and succeed in fostering

travel to Europe.

What is the World Bridge Tourism

event all about and who will

participate?

The World Bridge Tourism is a project

funded by the European Union to

increase the flows of visitors from China

to Europe. It is jointly organised by the

European Travel Commission and the

European Tour Operators Association

(ETOA) in cooperation with Welcome

Chinese, the China Outbound Tourism

Research Institute (COTRI) and Kairos

Future. It comprises two major B2B

matchmaking events, one in China and

one in Europe.

The first one takes places in conjunction

with ITB China in Shanghai in May. We

are matching 150 European tourism

suppliers from all over Europe with

the corresponding number of Chinese

travel product buyers. Besides its pure

ONLY THROUGH INCREASED

COMMITMENT AND COOPERATION

FROM THE EUROPEAN AUTHORITIES

WILL EUROPE REMAIN COMPETITIVE

AND SUCCEED IN FOSTERING TRAVEL

TO EUROPE

B2B character the event is supported

by an extensive program of research

and webinars aimed at increasing the

understanding of the needs of Chinese

visitors within the European travel

community. The second event will follow

a similar patter and it will take place in

autumn.

The World Bridge Tourism project is the

curtain raiser for a major initiative that

will take place next year: the 2018 EU–

China Tourism Year. During that year, an

unprecedented level of attention will be

paid to the growing importance of China

as an origin market, and the changing

preferences and behaviour patterns of

Chinese visitors.


TOURISM IN EUROPE

Nick

Greenfield

Head of Tour Operator

Relations, ETOA

ON SINO-EUROPEAN

RELATIONS AND BUILDING

BRIDGES, NOT WALLS

A big topic for the European tourism association this year and

next year is the build-up to the 2018 EU-China tourism year. We

asked Nick Greenfield, Head of Tour Operator Relations at the

association to tell us more…

In conjunction with ETC, we

won the tender to host some

events this year and one of these

is “World Bridge Tourism” – a

project supported by the European

Union aiming to increase the flow

of visitors from China to the EU,

to be held just before ITB China

on the 9 th -10 th May 2017. The

event is suited for European

SMEs in particular, who deliver

product such as accommodation,

attractions, destinations and the

like, who can go over there and

be hosted - to meet directly with

travel industry professionals in

China.

Meanwhile, another concern

at the moment in Europe is

that there is a tendency to mix

up issues about security and

immigration with people being

able to travel. There is an idea

that only by putting up barriers

and halting reforms that are being

made to the visa process – such

as the possible introduction of a

long-haul visa waver project – we

can have security. All the great

reforms that are taking place are

on ice at the moment for political

reasons.

Our argument would be that

rather than imposing barriers

or freezing all the good work

that’s already been done in the

Schengen area, surely intelligence

is where the money should be

invested. We have thus written an

open letter to the President of the

European Parliament asking that

delays to reforms be reconsidered,

and that this work, which is

essential to the healthy growth

of tourism across the continent,

continues.


INNOVATIONS & TECHNOLOGIES

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #08

March 2017 25

© iStock - chombosan

THE DAY

OF THE ROBOTS

Hospitality technologies

are advancing in leaps

and bounds, and for most

hoteliers, keeping up with

technology is still one of the

biggest headaches, while at

the same time being one of

the greatest opportunities.

Front and back of house

software, PoS, PoI,

guest facing (in room)

technologies… they are all

forging ahead and in many

cases merging.

However, one that will

really be a game changer,

that was not part of the

equation before, is that

of robotics. In cleaning,

welcoming and who knows

how many other roles,

one thing is sure. Robots

have already in many

cases become part of the

hotelier’s everyday life, and

will become increasingly

essential in years to come!


INNOVATIONS & TECHNOLOGIES

Dr Ilham

Kadri

President, Diversey Care

PUTTING GUESTS

AND THE

ENVIRONMENT

FIRST

Diversey Care is back at the EHMA AGM with

valuable support and ideas for top-line hoteliers


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #08

March 2017 27

What’s new from Diversey this

year in the hospitality field?

We put the “leading question”

to company president, Dr.

Ilham Kadri.

True to our value proposition,

«In collaboration we contribute

to a profitable Hospitality

Industry that puts the guests

and the environment first»,

we will once again innovate in

2017 with solutions that solve

our customer’s most pressing

challenges.

As you know, “Internet of

Clean” is a platform that

connects machines, dispensers,

sensors, beacons, and other

smart devices to finally achieve

answers to many of the most

pressing issues affecting the

hospitality sector. These include

improved safety and operational

performance, visibility of assets,

task prioritization, reduced use

of water and/or chemicals, and

increased guest satisfaction. As

part of the roll out of the gamechanging

Internet of Clean

platform, we will keep introducing

exciting innovations that help our

customers optimize performance

and productivity in

kitchens, enhance food

safety, protect brand

reputation and improve use

of resources.

Also, because sustainability is

part of our DNA and it is more

and more a reason why guests

choose a particular hotel, we

have developed SURE®, a

comprehensive range of plantbased,

100% natural and 100%

biodegradable cleaning products

for Kitchen, Housekeeping and

Personal Care that deliver the

professional cleaning results

hoteliers need for their ecocertification

schemes, while

being safe for people and kind to

the environment.

And last but not least, our new

Efficient Housekeeping program

integrates new solutions, like the

Lapē Collection of hand hygiene

and skin care products, and

our Accelerated Air Care solution

to eliminate any malodour

issue in less than 30min.

Last year you introduced the

Internet of Clean Platform.

What has the feedback been

like for this, and where is it

primarily rolling out?

During 2016 we rolled out

IntelliCare, an intelligent hand

care solution; IntelliConsult, a

digital and modular food safety

platform, and IntelliDish, a

cloud-powered mechanical ware

washing monitoring system.

We have also improved

our existing IntelliTrail and

Smartview applications for fleet

management and site operations

management respectively.

These solutions will help our

customers optimise performance

and productivity in

kitchens, enhance food

safety, protect brand

reputation and improve use

of resources.

Why is your relationship with

EHMA so important?

Diversey Care has been pleased

to be a supporting partner of

EHMA since 2011 because both

organisations share a passion

for advancing the hospitality

industry through excellence and

sustainable development and

innovation.

With its potential reduction

in energy, water and waste

consumption, the hospitality

industry can make a huge positive

impact on the environment.

And through collaboration with

industry leaders like Sealed Air,

together we can identify the best

solutions for reducing negative

consequences on our planet.

I would like to thank EHMA

for their valuable partnership.

This is an outstanding group of

professionals who master the art

of hospitality.


INNOVATIONS & TECHNOLOGIES

SMARTreport Commercial Content

THE HOTEL OF THE

A day in the life of the display-driven hotel of tomorrow

… By Samsung Electronics

With the expectations of the modern traveller continuously evolving, hotels are turning to advanced

technology to better tailor, enrich and differentiate their on-site experience.

The “hotel of the future” is

becoming a contemporary reality,

with interactive and captivating

displays driving necessary change.

Beyond the physical signage

itself, convenient and intuitive

management platforms - such

as Samsung’s LYNK Hospitality

Management Solution (HMS) –

empower hotels to deliver content

and engage with guests with

unprecedented efficiency.

So just what does a day in the

“hotel of the future” look like?

The journey of Will, an everyday

businessman traveling to a resort

hotel in Phoenix for a meeting,

gives us a little idea!

A WARM WELCOME

Will arrives at the hotel the night

before his meeting, eager to make

the most of his travels. During

check-in, the resort staff securely

transfers details about his stay

to a proprietary HMS server. As

a result, Will is surprised to see a

personalised welcome message

scroll across the bottom of his inroom

television. The HMS solution

additionally selects and showcases

promotions for on-site facilities

and amenities that may be of

interest throughout the duration

of his stay.

A COMFORTABLE

NIGHT

LYNK HMS enables Will to set a

variety of room parameters to

match those he enjoys at home.

Through seamless communication

with multiple on-site platforms,

LYNK HMS gives Will complete

control over all aspects of the

in-room environment, ranging

from lighting and energy use to

equipment performance. In turn,


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #08

March 2017 29

WHAT IS SAMSUNG LYNK HMS?

LYNK HMS (Hospitality

Management Solution)

transforms in-room hotel

televisions into a control and

management hub, combining

critical capabilities into a

single solution. This integrated

solution enables hotels to

operate more efficiently and

provide differentiated services

to their guests through four

core services. These services

include Room Management

Solution (RMS), Energy

Management Solution (EMS),

In-Room Control (IRC) Service

and Content Management

Solution (CMS).

FUTURE

Will sets the room temperature,

closes the blinds to leave only a

sliver of visible light and activates a

virtual “do not disturb” sign from

one single screen without having to

leave his bed.

Fresh off a great night’s rest, Will

is greeted by the morning sky at

the exact time he programmed the

blinds to open. He heads downstairs

to squeeze in a quick workout

before his meeting. Sensing that the

room is unoccupied, the LYNK HMS

energy management automatically

turns off the air conditioning until

Will returns. Through this integrated,

sensor-based communication, the

resort is able to reduce energy costs

while still ensuring its guests remain

content.

A SMOOTH

DEPARTURE

On the way back from his morning

workout the next day, Will

conveniently notices a ticker on the

lobby’s central video wall display.

Through RSS syndication, Will sees

that flights at the Phoenix airport are

on time, and that the weather will be

warmer than it was the day before.

He completes a seamless checkout

through the in-room display and

heads for the airport, energized by

his stay and the positive outcome

from his meeting. En route, he posts

a favourable review for the hotel on

several prominent travel sites, and

texts his girlfriend with a suggestion

that the pair return for a weekend

stay later in the year.

THE “HOTEL

OF THE FUTURE”

IS BECOMING A

CONTEMPORARY

REALITY, WITH

INTERACTIVE AND

CAPTIVATING

DISPLAYS DRIVING

NECESSARY

CHANGE


INNOVATIONS & TECHNOLOGIES

Madigan Pratt

CEO & Founder,

MP&A Digital & Advertising

JUST HOW MUCH

DO YOU PAY THE OTAs?

At this year’s EHMA event,

Madigan Pratt, CEO & Founder

– MP&A Digital & Advertising

will be taking about his

company’s CRM initiatives. We

asked him how he sees the

current scenario for luxury

hotels in Europe with regard to

the OTAs.

Small independent luxury hoteliers

in Europe are the most dependent

upon the OTAs. A recent

PhocusWright study showed that

75% of all online bookings to

these properties are going to the

OTAs. If you take into account

the fact that 50% of business is

done online, it becomes evident

that around 35%-40% of all the

business for these hotels is coming

through the OTAs. When you are

paying 25% commission on top

of that, it’s a great drain on the

revenue for all these hotels.

We actually created an “OTA

cost calculator” and put it on

our site “MarketingLuxuryHotels.

com. With this, a hotel can input

its daily rate and occupancy,

and estimate exactly how much

money they are paying the OTAs.

Unlike travel agents, where hotels

pay a commission, the OTAs get

net rates, so you don’t see how

much money you’re paying. I did

an example of a hotel that had

a 60% occupancy with a nightly

rate of 400 Euros, and it calculated

that €1.5m was being paid to the

OTAs. Multiply that by 450 – the

number of EHMA members – and

you get close to a billion Euros a

year in commissions paid to OTAs!

THE OTAs GET

NET RATES, SO

YOU DON’T SEE

HOW MUCH MONEY

YOU’RE PAYING.

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