Hotel & Tourism SMARTreport #29

cleverdis

THE PROFESSIONAL BUYERS’ REFERENCE

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 1

SMARTreport

ELITE TRAVEL

TRENDS

#07 / A LOOK BACK AT ILTM CANNES

AND SPOTLIGHT ON VIRTUOSO

SPOTLIGHT

ON EUROPE

#17 / FACTS AND FIGURES,

TRENDING DESTINATIONS

AND HOTELS

INNOVATIONS

& TECHNOLOGIES

#39 / HOW CONNECTED

SERVICES CAN BRING

A COMPETITIVE EDGE

TRAVEL

AGENTS ARE

THE HEROES OF

OUR BUSINESS

FILIP BOYEN

CEO, Small Luxury Hotels

of the World

#29 - 2016 SPRING EDITION / A CLEVERDIS PUBLICATION


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Limassol, Cyprus

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Drivers & Trends of Luxury Hospitality

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Hotel & Tourism

SMARTreport #29

2016 Spring Edition 5

FOREWORD

2016: OUT WITH THE OLD… IN WITH THE NEW

More than a makeover, the SMARTreport is going the extra mile – and then some!

Welcome to the new look, new content Cleverdis Hotel and Tourism

SMARTreport. This year, as promised, we have completely changed

tack with our highly popular quarterly publication, due to strong

demand from travel and hospitality professionals from around the

globe.

While international tourism continues to grow at an annual rate of

between 4 and 5 percent, competitiveness is stronger than ever. So

where’s the best place to get ideas of how to be one step ahead of

the rest – or offer services and ideas that will set your place apart? The

ultra high-end, of course! Just like in other fields, such as automotive

or architecture, people look to the cream of the crop in order to gain

inspiration. We have therefore introduced, henceforth, an elite travel

trends section. In this edition, we take you on a tour of the ILTM trade

event in Cannes, in particular spotlighting the visionary participation

of Matthew D. Upchurch, Chairman and CEO of Virtuoso, and also

examining the latest groundswell trends in luxury.

In another new regular section – each time looking at a particular

region and its trends for this industry – in this edition, we spotlight

Europe, including facts and figures, trending destinations IN Europe

and trending destinations OUTSIDE Europe for Europeans. We

are particularly flattered to have the exclusive participation of the

European Travel Commission’s Edouardo Santander – outlining his

roadmap to growth.

So out with the old look & feel, and in with the new… but more

importantly, a great deal of new, vital information that will help you

in your work – with information and inspiration. We thank all those

who have made this first “new” edition what we believe is a great

one. We hope you feel the same. Please let us know!

CONTENTS

7 ELITE TRAVEL TRENDS

7 LOUNGING IN THE LAP

OF LUXURY HAS NEVER BEEN

MORE ATTRACTIVE!

8 “THE ROLE OF THE REAL, TRUE TRAVEL

ADVISOR IS THE HOTEST THING AND

IT’S NOT GOING AWAY”

Matthew D. Upchurch, Chairman an CEO, Virtuoso

10 “WE ARE THE CHAMPIONS OF SMALL”

Filip Boyen, CEO, Small Luxury Hotels of the World

12 THE RISE OF THE LUXURY MARKET

Key Take-Aways from ILTM Cannes 2015

14 LUXURY SPOKEN FLUENTLY

Starwood Luxury Privileges achieves highest ever

ADR for group

15 IN THE LIMELIGHT

Catering to the “see and be seen” crowd

16 “DRIVERS AND TRENDS

OF LUXURY HOSPITALITY”

Hans E. Koch, President, EHMA

17 EUROPE

17 TRENDS & FIGURES

EUROPE TOPS TOURISM GROWTH

Destinations in Europe can justifiably look back

over the past year and celebrate the tourism

sector’s outstanding performance.

21 ETC NAMES UNITED STATES

AS KEY TO GROWTH

Eduardo Santander, Executive Director, ETC

23 TOP EVENTS: ITB BERLIN

THE WHOLE WORLD - IN BERLIN

ITB Berlin confirms status as world’s leading travel

trade show

25 TOP EVENTS: IHIF

ENTERING THE GOLDEN AGE

OF HOSPITALITY

IHIF Berlin – “Where the industry meets” – puts

highly positive spin on outlook for future

26 60 PROPERTIES BY 2026

Hamad Abdulla Al-Mulla, CEO, Katara Hospitality

28 ACCORHOTELS: +20% ROOM OPENINGS

YEAR-ON-YEAR

Gaurav Bhushan, Global Chief Development

Officer, AccorHotels

30 EUROPE INBOUND / TRANSPORT

LINKING EUROPE TO THE WORLD

Iran, China and USA for the long haul, low cost

regional air links within Europe

32 EUROPE INBOUND / TRENDING HOTELS

TRENDING DESTINATIONS

FOR EUROPEANS

34 EUROPE INBOUND / TRENDING DESTINATIONS

IBERIAN TOURISM ON RISE

Spain becomes third-most visited global destination

35 EUROPE OUTBOUND / TRENDING DESTINATIONS

THOMSON AND FIRST CHOICE

FORECAST 2016 TRAVEL TRENDS

37 EUROPE OUTBOUND / TRENDS

HOW TO MAKE EUROPEANS FEEL

AT HOME IN FOREIGN LANDS

Heiko Blatter, Area Manager Southwest Europe/

Middle East & North Africa

39 INNOVATIONS

& TECHNOLOGIES

39 INTERNET: HOW FAST CAN YOU GO?

The snails of the internet domain are set to be

crushed by the savvy operators installing super

high-speed networks

40 ENGAGING WITH GUESTS

ON A PERSONAL LEVEL

Franck Racapé, EMEA Sales Director,

Philips Hospitality TV & Signage Solutions

43 IN THE FIELD WITH DAVID ESSERYK

CONNECTED SERVICES BRING

THE COMPETITIVE EDGE TO SAVVY

HOTELIERS

44 SMART GUESTROOMS TO OFFER

THE NEXT LEVEL OF SERVICES

… How the Grand Ambassador Seoul associated

with Pullman raised customer satisfaction and

achieved 30% energy savings

46 CASE STUDY

THE CHALLENGE OF STAYING

NUMBER ONE

The Renaissance Malmö leverages new

coaxialbased network upgrade to stay a step ahead

of the game


ELITE TRAVEL TRENDS

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 7

© Crown Champa Resorts

LOUNGING IN

THE LAP OF LUXURY

HAS NEVER BEEN MORE

ATTRACTIVE!

Welcome to the very first “Elite Travel Trends” section in the

Cleverdis SMARTreport, an integral part of each edition

henceforth. Placing the ultimate tourism concepts under

the spotlight is only logical, as in each case, luxury

leads the way for the rest of the “pack”. Just

like in every other industry, the ultimate best

practices are spawned in the “ultra high

end” and eventually filter down to

the rest.

Business has never been so good

in luxury travel, not only via online

agencies, but also for many top

travel advisors. Proof is in the wonderfully

good health of Virtuoso – the reference

network of elite travel advisors.

Veligandu,

Maldives


ELITE TRAVEL TRENDS

Uxmal

Panama city

at night

© Mexico Tourism Board

Matthew

D. Upchurch

Chairman

and Chief Executive Officer,

Virtuoso

VIRTUOSO’S UPCHURCH:

“THE ROLE OF THE REAL,

TRUE TRAVEL ADVISOR IS

THE HOTTEST THING AND

IT’S NOT GOING AWAY”

Addressing a packed press room at ILTM

2015, Virtuoso Chairman and Chief

Executive Officer Matthew D. Upchurch

set a bullish tone not only about the luxury

travel industry in general, but also when it

comes to the role of travel advisors.

With over 2400 new advisors in 2015,

Upchurch stated, “The reality is, it has never

been stronger… The role of the real, true

travel advisor is the hottest thing and it’s not

going away.”

The fact that travel and tourism is growing

more than any almost other industry in

the world is, says Upchurch, due to several

factors. Four generations of people are now

travelling all at same time, and the number of

healthy, active 80 year olds has gone up by a

huge percentage. Mr Upchurch went on to

explain that a shift is occurring, particularly

in the west, towards primary spending from

luxury goods to luxury experiences. This,

he says, is not new but it is accelerating,

evidenced by the fact that luxury travel is

now a bigger market than that of luxury

automobiles.

An interesting fact is that according to

Virtuoso’s research, wealthier millennials

are giving higher loyalty to travel advisers

than older generations: “The theory is that

they are the first generation for whom

the defacto way of booking was online,

so luxury for them means not doing it

themselves. They value personal connections

and great advisors, with a personal contact

and approach”.

According to Mr Upchurch, really “great”

advisors have not changed since the

beginning of the jet age, as they have the

same knowledge, but now just use new

tools. The trend towards people entering

the field of high-end travel advice is, he says,

impressive. The Virtuoso boss smiled as he

told the tale of not just one, but several of

his lawyer friends turning to the career of

travel advisor.

UNPRECEDENTED

GROWTH FOR VIRTUOSO

Virtuoso has analyzed the latest data from

its warehouse of more than $35 billion

in transactions to uncover where wealthy

travellers are heading this winter and

spring. Upscale travellers are seeking exotic

destinations as they escape winter’s hold

on North America.While some perennial

warm-weather favourites remain popular,

Virtuoso’s proprietary data also reveals

a yearning to explore far and wide as it

compares destinations with the most yearover-year

appeal.


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 9

© SaavedraVS

TAKING EXPERIENTIAL

TRAVEL TO THE

N TH DEGREE

Taha’a Private Island & Spa: a truly

memorable and powerful experience

Top Ten destinations

for January-March 2016 vacations.

1. Mexico 6. South Africa

2. Canada 7. Argentina

3. Australia 8. India

4. New Zealand 9. Chile

5. United Kingdom 10. China

The Top 10 analysis: Global travel is up overall, and travellers

are flocking to a mix of eternally fashionable places and

more unusual choices. Mexico and Canada finish first and

second, their strength i s not surprising due to their proximity

to the United States.

Southern destinations dominate the Top 10 as usual for

winter in the Northern Hemisphere, with one notable

European exception being the UK, Australia and New

Zealand are experiencing solid growth, especially for two

already popular luxury destinations. Upscale travellers,

always searching for novel destinations, are finding them in

Asia and South America. India in particular is surging, and

Argentina and Chile continue to beckon wealthy travellers

with their mix of food, wine, diverse landscapes and history.

It’s also worth noting that half these destinations are Englishspeaking,

making them more comfortable for US travellers.

While the most prestigious

events related to luxury and ultra

luxury debate the true meaning

of luxury today, it is probably

in French Polynesia and, more

specifically, at the Taha’a Island

Resort and Spa that we have

found the answer.

Defined by the Relais &

Chateaux philosophy, and

located on the secluded Motu

Tautau islet, facing the lush

island of Taha’a on one side and

the majestic silhouette of Bora

Bora on the other, the resort,

inspired by traditional Polynesian

architecture and style, hosts 57

remarkable suites and villas.

If luxury or ultra luxury means

living an exceptional moment

in a magical place where you

feel at home, loved (the word

is not too strong), surrounded

by warm attentions to the

point of forgetting that you

are a customer but more like a

pampered member of a family

then Yes, the Taha’a is the height

of luxury.

General Manager Julien

Bressolles has managed to retain

the charm and friendliness

of his Tahitian staff without

walling them into codes or

international processes one

might find with the big names in

luxury. The result is an incredibly

communicative atmosphere of

wellbeing both between the

clients and the staff.

Add to that the magic of

the location on the Taha’a

lagoon with an incredible coral

garden, with some outstanding

gastronomy and you will look no

further…

The Virtuoso Hot 10:

These countries have seen the most significant

growth in year-on-year bookings for the first quarter.

1. Panama (+107%) 6. India (+46%)

2. Thailand (+92%) 7. Jamaica (+44%)

3. Switzerland (+56%) 8. Vietnam (+43%)

4. South Africa (+50%) 9. Colombia (+39%)

5. Kenya (+47%) 10. Spain (+34%)


ELITE TRAVEL TRENDS

“WE ARE THE CHAMPIONS OF

New brand identity for SLH launched at ILTM

Filip Boyen

CEO, Small Luxury Hotels

of the World (SLH)

Small Luxury Hotels of the World (SLH) leveraged

ILTM this year to announce a brand new look and

feel designed to demonstrate a contemporary

and forward-thinking positioning for the luxury

brand as it celebrates its 25th anniversary.

The unveiling followed hot on the heels of the appointment

of new CEO, Filip Boyen, and a successful International

Conference for member hotels in Marbella in November during

which SLH outlined ambitious plans for the future focusing on

quality, development, technology and loyalty.


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 11

Mr Boyen says with the organisation’s

new branding, SLH can look ahead to

the next 25 years and beyond, best

placed to champion the small, luxury,

independent hotels that are the very

heart and soul of their business: “We will

ensure that any customer or travel agent

making a reservation at an SLH hotel can

rest assured that the entire collection is

worthy of the SLH stamp of approval, will

provide them the authentic experience

that they are looking for and that they

will be rewarded for their loyalty. We will

also ensure that any hotel joining the

brand is confident that they are in the

very best hands, and company.”

The new direction, coined ‘The SLH

Way’, emphasises SLH’s core philosophy

to match independently-minded people

with independently-spirited hotels. It

celebrates the fact that all SLH hotels are

consistently different, united by a shared

commitment to providing the highest

levels of quality and service to their guests,

and reinforces SLH’s position as an antibrand

kind of brand. Complementing the

existing logo a new brand ‘device’ will

feature more prominently on the website

SMALL”

and newly launched apps for iPhone and

Android to reflect a 49% increase visits

to SLH’s mobile site and 71% increase

in reservations via mobile, as well as on

SLH collateral, notably the SLH Directory

which has been reintroduced for 2016.

Key initiatives for SLH in 2016 include:

A more stringent approach to the

Development and Quality Assurance

programmes that will raise the standards

expected from hotels both to join the

brand and to remain as members. This will

guarantee that all hotels in the collection

offer the very best guest experience.

A focus on ensuring that SLH is able to

offer hotels in new destinations requested

by its guests. In 2015 SLH introduced

hotels in Tokyo, the Seychelles, Prague

and Malta based on unfulfilled customer

searches on slh.com. In 2016 key

destinations will include Ibiza, Dubai,

Hawaii, Munich and Sydney as well as

major cities in the USA.

The introduction of language specific

sites including an updated Chinese

website, and brand new sites in German

and Spanish over the next 18 months.

A new loyalty scheme – Very Independent

People - to be launched in late 2016 that

is designed to embody the independently

minded approach and reward customer

behaviours in conjunction with a variety

of luxury partners.

In addition SLH has just launched its first

travel agents’ recognition programme

– Small Luxury Heroes. Travel agents

account for over two thirds of all SLH

reservations and the programme rewards

agents who register for the programme

at www.slh.com/travel-agents with

Amazon gift cards, SLH gift certificates

and complimentary reward nights.

Mr Boyen concludes, ‘Travel agents are

the heroes of our business. We hope that

by launching Small Luxury Heroes we can

further inspire them to champion the SLH

brand by providing a platform through

which they can better engage with their

peers and our hotels. As we celebrate 25

years of working with the travel industry

we hope our Small Luxury Heroes will

become our ambassadors for the next 25

years and beyond.”

THE MOST

INFLUENTIAL TREND

WHICH AFFECTS OUR

CLIENT BASE ARE THE

HOTELS THAT HAVE A

REAL UNDERSTANDING

OF A CLIENT’S

LIFESTYLE


ELITE TRAVEL TRENDS

THE RISE OF THE LUXURY

Key Take-Aways from ILTM Cannes 2015

December 2015 saw one of the largest ILTMs ever, with around

1500 buyers from 77 countries attending to meet with a plethora of

suppliers in packed individual diaries of pre-scheduled appointments

as well as social networking opportunities. The event was a launch

pad for a large number of companies, creating a new roadmap for

the industry. Following are some of the key take-aways from the

show.

LUXURY TRAVEL TRENDS

REPORT UNDERLINES

IMPORTANCE OF “NEW”

MIDDLE CLASSES

A new luxury travel trends report published

at ILTM Cannes by the event’s organisers in

association with Euromonitor, highlights a

predicted increase in international luxury travel in

the face of growing tourism flows from emerging

markets and middle class consumers.

According to Alison Gilmore, Senior Exhibition

Director, ILTM Portfolio, “This exclusive ILTM

report spells good news for both luxury travel

and luxury spending. Over a billion extra people

will be travelling in 2030, with over 5 billion

consumers living in c ities – travel infrastructure

and mindsets will need to change as the luxury

industry evolves.”

Luxury travel is expected to see more buoyant

growth across the globe with highest growth

seen in the Americas, Asia Pacific and the Middle

East and Africa, thanks to increasing income and

a growing middle class. Germany and the UK are

the top source markets from Western Europe.

Worldwide, the report reveals that the number of

affluent households is expected to grow between

2015 and 2030. North America will continue to

have the wealthiest number of households, but

despite the economic slowdown Asia Pacific is

still expected to see the fastest increase, posting

a predicted 113% growth between 2015 and

2030.

MARANATHA WAGERS

ON HIGH-END SEGMENT

With a new development strategy

– aiming to acquire, renovate and

manage new hotels – Maranatha has

reached the 10th rank amongst French

hotel groups, and is now strongly

targeting the high-end segment.

Strengthening the group philosophy of

not only financing, but also managing

hotels, ILTM also saw the launch of the

group’s new brand identity, reflecting

the group’s three interrelated and

complementary professions: invest,

acquire/renovate and manage, entitled

“Synergie Hôtelière”.

This positioning is based on the belief

that the upscale segment offers a

better stability than the economy

market, which is strongly impacted

by the emergence of new players in

accommodation rental.

In Gordes, at the heart of the Luberon in

France, Maranatha’s picturesque “Mas des

Herbes Blanches”***** Relais & Châteaux

has undergone renovation and extension work

under the supervision of the architect Laurent

Maugouste


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 13

MARKET

Arnaud Wielgus

Sales Director, Operations and e-business,

Relais & Châteaux

BRANSON

ESTATE NOW

PART OF VIRGIN

LIMITED EDITION

PORTFOLIO

Virgin Limited Edition – Sir Richard

Branson’s luxury collection – is

expanding, with the announcement at

ILTM Cannes of the newest addition –

The Branson Estate on Moskito Island,

available for rental from early 2016.

Situated on 125 acres of stunning

paradise, surrounded by turquoise

Caribbean waters, The Branson Estate

features three villas: Headland House,

Mangrove Villa and Beach Villa offering

a total of 11 bedrooms for 22 guests.

For arrivals in 2016 The Branson Estate

can be booked for 22 guests for

$47,300 per night ($2,150 per person,

per night).

RELAIS & CHÂTEAUX

UNDERLINES “FIGHT

AGAINST EXCESSIVE

STANDARDISATION”

With a genuine search for new and

genuine experiences, Relais & Châteaux

will be unveiling, over the coming months,

a number of new initiatives destined to

enriching the travellers’ experiences within

local communities.

Arnaud Wielgus, Sales Director, Operations

and e-business, told Cleverdis at ILTM

that the vision of Philippe Gombert,

international group president, to “make

the world a better place through cuisine

and hospitality”, was becoming a reality.

The group has launched a campaign on a

worldwide level to defend three initiatives:

preserve the cuisines of the world, share

the passion for the beautiful and the good,

be players of a more humane world. “We

want to do this with humility but with

pugnacity”, he added.

SIX SENSES GETS PERSONAL

Six Senses have announced a new spa

concept entitled, “Integrated Wellness”. It’s

an innovative approach to wellness in which

the group’s in-house experts measure and

analyze key physiological biomarkers to

provide guests with lifestyle and nutritional

advice, and design a personalised program

of spa treatments, fitness and wellness

activities based on the preventative

principles of the Eastern medicine approach

and the result-oriented Western influences.

In 2015, Six Senses Hotels Resorts & Spas

opened its first resort in Europe, located in

the Portuguese UNESCO World Heritage

area of the Douro Valley. Covering 22 acres,

the new resort features an expansive 2,230

square meters (24,000 square feet) Six

Senses Spa offering treatments inspired by

the local area and its famed port wine.


ELITE TRAVEL TRENDS

Cleverdis Editor-in-Chief Richard Barnes with

Sarah Bisa, Director – Leisure and Luxury Sales

(EMEA) – Starwood Hotels and Resorts; and

Chris J. Austin, VP Global Leisure and Luxury

Sales – Starwood Hotels and Resorts.

LUXURY SPOKEN FLUENTLY

Starwood Luxury Privileges drives loyalty beyond reason

IN THE

LUXURY SPACE,

NOT JUST

IN LUXURY

HOSPITALITY,

BRAND

POSITIONING IS

KEY. THE WAY

WE SELL OUR

HOTELS, SO

THE CHANNELS

AND TRAVEL

PROFESSIONALS

WE CHOOSE TO

PARTNER WITH,

IS ONE OF THE

MOST POWERFUL

FORMS OF

BRAND

POSITIONING.

For years, a greater part of bookings in the luxury segment at Starwood were based on consortia

rate plans via the likes of Virtuoso, Signature, Ensemble and American Express FH&R. Today that

is expanding. At ILTM Cannes, we asked Sarah Bisa, Director – Leisure and Luxury Sales (EMEA) –

Starwood to tell us more about “Starwood Luxury Privileges” – now a couple of years into its running

– and currently taking full flight.

Today’s luxury travel professionals worldwide are

diversifying the way they do business with their

hospitality partners. They want to be recognized for

the work they do which means a direct partnership

with the hotels they book.

Historically, especially in North

America, luxury travel professionals had access to this

recognition and added values if they were members of

luxury consortia.

While we still work very closely with our luxury

consortia and also wholesale partners as they are an

important part of our business, we created Starwood

Luxury Privileges to address this larger need that came

straight from our customers and essentially gives

them access to the hotels and resorts in all three of

luxury brands: St. Regis, The Luxury Collection and W

Hotels. And, with the launch of SPG Pro, our loyalty

offering, travel professionals booking Luxury Privileges

can also earn additional rewards on top of their 10%

commission which can be redeemed for free nights,

free flights, merchandise and more.

How does it work?Available exclusively to invited

travel professionals, Luxury Privileges offers a new

level of service and privileges, including personalised

advantages and special touches that enhance their

clients’ experiences, a full complement of services

and support, and direct access to the world’s largest

collection of luxury hotels and resorts in the most

inspired destinations. Once the travel professional

is in the program, they can book via our dedicated

website, the GDS or by calling one of our call centers.

Starwood Luxury Privileges is driving the highest

ADR ever recorded in the history of Starwood. In

the luxury space, brand positioning is key and what

drives that loyalty beyond reason, therefore price is

not the main deciding factor for the luxury customer.

The way we sell our hotels, so the channels and travel

professionals we choose to partner with, is one of the

most powerful forms of brand positioning. Starwood

Luxury Privileges is still in its infancy, but it’s already

hugely successful and we remain fully committed to

growing our business our key luxury travel professional

partners.


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 15

IN THE LIMELIGHT

Catering to the “see and be seen” crowd

Nadine Brady with UK

football legend Alan Pardew

in 2015

During ILTM Cannes, we had the great

pleasure of meeting Nadine Brady, Head of

Travel at Limelight Collection, based in the UK.

We asked her to tell us a little more about the

kind of clients with whom her group works…

We work mainly with footballers and entertainment

people. As an offshoot, Limelight Escapes also

offers our travel service to a larger database of

non-profiled high net worth individuals who also

appreciate the finer things in life.

When attending trade shows such as ILTM,

what are you primarily seeking?

I’m looking to strengthen my existing relationships

and discover new hotels and brands that I think

fit with our client base. As we look after high

profile people, I will always seek out contacts who

I can lean on to flag our members as VIPs and

look to gain extra benefits such as complimentary

upgrades and VIP status.

THE MOST

INFLUENTIAL TREND

WHICH AFFECTS OUR

CLIENT BASE ARE THE

HOTELS THAT HAVE A

REAL UNDERSTANDING

OF A CLIENT’S

LIFESTYLE

What are your trending destinations?

Croatia and Philippines are out and Marbella and

Maldives are in. Footballers in particular still love

Dubai, although we try to encourage them to go

further afield. As we offer a personal assistant

service for all parts of their life, we get to know

our clients really well and can build a high level of

trust and understanding.

Our key destinations are USA, Caribbean, Indian

Ocean and Europe and as mentioned, Dubai. The

most influential trend which affects our client base

are the hotels that have a real understanding of

a client’s lifestyle and the fact that it’s no longer

just about providing home comforts but also

providing a more specialised offering to fit with

how the clients live their life at home whether that

is offering paddle board yoga, specialised diet,

wellness within the spa plus the means for them

to use whatever technology they love at home

throughout the resort.

Our clients also love hotels with a strong brand

affiliation whether that be the hotel itself, access

to designer shopping or aspirational branded

restaurants such as Nobu or Zuma.

[ By Jean-François Pieri ]


ELITE TRAVEL TRENDS

Hans E. Koch

President, EHMA

KEY TOP-END EVENT

43 RD EHMA ANNUAL GENERAL MEETING

– LIMASSOL, CYPRUS - 7-10 APRIL 2016

“DRIVERS AND TRENDS

OF LUXURY HOSPITALITY”

Every year, the European Hotel Managers’ Association

AGM is a not-to-be missed event for the very “elite”

managers of Europe’s top hotels.

While close to 5,000 4- and 5-star hotels operate in

80 major destinations of the European market (the

majority located in Italy, Spain, the United Kingdom

and France), EHMA currently has 435 members in 27

European countries, corresponding to around 10% of

the market.

Currently presided by the Swiss National Delegate,

Hans E. Koch, the association is a veritable “who’s

who” of the business.

The AGM is accompanied by information sessions,

seminars enabling benchmarking in hotel service

excellence, and local tours, which are exceptional

platforms for networking, through which new

partnerships and ideas often arise.

EHMA was established in Rome in 1974 as a non-profit

association of Hotel Managers operating first class and

luxury hotels across Europe. EHMA is concerned with

safeguarding the ethics of the hotel profession. Its

members are committed to fostering fellowship and

respect, as well as their own professional improvement

to better serve the industry.

Its mission is to become the number one platform

for collective intelligence, education, networking and

professional development among European hotel

managers of 4- and 5-star properties.

6 Hotels - 1 Team

If the delegates of the EHMA 2016 congress will enjoy

an exciting agenda, this is thanks to the all the ideas

and hard work put in by the

organising committee, consisting

of a group of players from 6

hotels who form a fantastic team.

This again proves the strength

of EHMA in capitalising on

men and women of exception

- combining forces. They work

together to provide a service to all

delegates in the spirit of EHMA’s

values: safeguarding the ethics

of the hotel profession, fostering

fellowship and respect - to better serve the industry.

For some years now, Cleverdis has been a key media

partner of EHMA, as we share the same values when

it comes to the fostering of intelligence, and growth

through thought leadership and mutual assistance.

THE

ASSOCIATION IS A

VERITABLE “WHO’S

WHO” OF THE

BUSINESS


EUROPE

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 17

EUROPE

TOPS TOURISM

GROWTH

Cliffs, Clare,

Ireland

Destinations in Europe can justifiably look back

over the past year and celebrate the tourism sector’s

outstanding performance.

2015 marked a year of healthy

growth for European tourism,

consolidating the firm increases

recorded over the past six years

and promoting tourism as one

of the best performing sectors

and key generator of income and

employment.

Despite strong headwinds caused

by socio-economic agitations,

fluctuating exchange rates

and security concerns, most

recent estimates by the World

Tourism Organization reveal

that international tourist arrivals

to Europe grew by 5.1% last

year. This growth in arrivals to

European destinations was, in

particular, supported by solid

intra-regional demand boosted

by the recovery of many euro area

economies: visits from Germany

and France mirrored the increase

in consumer consumption and

improved consumer confidence,

UK citizens benefited from the

strength of the pound against

the euro. >


EUROPE / TRENDS & FIGURES

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 19

EUROPE TOPS

TOURISM GROWTH

The World Tourism Barometer by the

UNWTO indicates arrivals in Europe reached

609 million, or 29 million more than in

2014. Central and Eastern Europe (+6%)

rebounded from last year’s decrease in

arrivals. Northern Europe (+6%), Southern

Mediterranean Europe (+5%) and Western

Europe (+4%) also recorded sound results,

especially considering the many mature

destinations they comprise.

Looking ahead, Europe can generally

expect an increase in international visitors

from major long-haul source markets,

according to a recent survey by the ETC.

Consumers in China, the USA and Japan

are all more positively inclined towards

travel to Europe, while travel sentiment in

Brazil is slightly lower than at the beginning

of the year. Moreover, the intention to

travel to Europe among Russian citizens

has fallen significantly for the remainder

of the year (September-December 2015).

GOOD OUTLOOK FOR 2016

Europe saw positive growth in international

tourist arrivals over the first eight months of

2015, driven mostly by intra-regional travel

from major source markets such as the

UK and Germany, according to European

Travel Commission (ETC) figures. In terms

of long-haul inbound travel, ETC expected

a strong 30% rise in Chinese arrivals and a

good 11% increase from the USA but an

18% fall from Russia for 2015 as a whole.

Stefanie Gallob, ETC’s head of research,

told the forum that in the USA the strong

dollar is motivating middle- and higherincome

travellers to consider Europe as a

travel destination. In China, positive travel

sentiment is mostly driven by younger

and mid-aged people. In contrast, Russian

travel intentions for Europe have fallen

sharply due to a mix of factors, supporting

notions of a predicted fall of 18% in

Russian arrivals to Europe last year.

OUTBOUND

Looking ahead to next year, IPK

currently predicts a 2.8% rise in

European outbound travel, based on

its European Travel Confidence Index,

which measures travel intentions

for the next year. According to the

index, 70% of Europeans are looking

ahead positively and want to travel

at least as much in 2016 as this year.

Confidence is highest in the UK and

Spain (both +6%), Poland (+4%)

and Germany (+3%), indicating

good growth ahead for those source

markets next year. In contrast, French

consumers are only slightly more

optimistic about their travel intentions

for 2016, while confidence is lower in

Russia and Italy (both -2%).

INCREASE 2015 BY REGION

International Tourist Arrivals

Absolute change, million

EUROPEAN TRAVEL CONFIDENCE INDEX

- IPK FORECAST PER SOURCE MARKET

35

30

25

29

50 million

additional

arrivals

2014

2015

85 90 95 100 105 110

Spain

20

15

13

14

13

14

9

Great Britain

Poland

10

5

0

3

2

Germany

Europe

0

France

-5

Europe

Asia

& the Pacific

Americas

Africa

-2

Middle East

Russia

Italy

Source: World Tourism

Organization (UNWTO) ©

Source: European Travel Monitor ®

1-8/2015, IPK International


THE INTERNATIONAL

TRADE SHOW

FOR THE

TRAVEL INDUSTRY

LEISURE . BUSINESS . EVENTS

PARIS, PORTE DE VERSAILLES, PAVILIONS 7.2 &7.1

NETWORKING . CONFERENCES . WORKSHOPS . FORMATIONS . EXPERTISE


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 21

Europe has now

experienced

growth in visitor

numbers for the

sixth consecutive year.

International Tourist

arrivals to Europe were up

5% in 2015. We asked ETC

Eduardo Santander what

he sees as being the most

important trends in the

European tourism market

at the moment.

This year, we are placing

particular emphasis on the US

market. The US is our most

important overseas source

market and the strong US

Dollar and the ever-growing

consumer confidence all

contribute to the appeal

of Europe as a holiday

destination. In other important

source markets such as China,

Canada and Brazil we are

continuing building strategic

ongoing evolution of Europe’s

transport infrastructure, as

well as a number of new

ideas and initiatives, which we

believe will result in improved

planning for better-targeted

itineraries. We presented and

distributed the publication

at all our trade events and

seminars in Europe, Canada,

USA and Brazil last year.

ETC NAMES UNITED STATES

AS KEY TO GROWTH

European Travel Commission Executive Director says more should

be done to win over American travellers

Eduardo

Santander

Executive Director, ETC

International tourists continue

to travel, and tourist flows

to and within the region are

expected to surge 3.8% -

4.4% in 2016.

In the US, the upswing of

the economy, a strong US

dollar, stable airfares, and

an ever-increasing consumer

confidence are boosting

travel to Europe. Although

US travellers are concerned

about terrorism they still want

to discover Europe. The US

accounted for 5% of total

arrivals (25.7million) to Europe

in 2015 and is expected to

grow on average at +6%

towards 2020.

Please tell us more about

the main promotional

activities of the ETC at the

moment.

partnerships with trade and

media aiming at increasing

awareness of lesser known

European destinations.

Last year, Cleverdis

completed the SMARTguide

to Travel in Europe. How

has this performed as an

information tool for travel

professionals?

The Travelling in Europe

Smartguide was very well

received by the industry in

Europe as well as in overseas

markets.

ETC has a long tradition

in producing very valuable

market intelligence, but this

was the first time that we

issued a publication targeted

directly towards travel

professionals. The guide

gives a firm overview of the

TOURIST

FLOWS TO AND

WITHIN THE

REGION ARE

EXPECTED TO

SURGE 3.8% -

4.4% IN 2016.


Advertorial

Dr. Martin Buck

Senior Vice President

Travel & Logistics

TELL US, DR. BUCK...

Dr. Buck, in 2016 the world’s largest tourism industry

trade show will celebrate its 50 th anniversary. What can

the exhibitors and visitors look forward to?

On the occasion of the anniversary, we visited many different

destinations all over the world in order to offer

our personal thank-you, “From Berlin With Love!”. In the

process, 50 topics or events from 50 destinations all over

the world were selected; each is related to one of the following

topics: tourism, politics, social issues, nature or history.

A total of 50 ITB Ambassadors from Berlin traveled

to selected destinations and visited local representatives;

both the ambassadors and local representatives have a

personal connection to the selected destination. One particularly

exciting meeting involved David Ruetz, Head of

ITB Berlin, who visited Dr. Manfred Busche, the founder

of ITB Berlin, in his hometown of Ketzin/Havel. The two

men discussed the milestones of the development of the

tourism trade show. The fact is: What began in 1966 with

nine exhibitors from five countries and only 250 trade

visitors has developed into a huge international success. In

2015 over 10,000 exhibitors from 186 countries presented

their products and services to ca. 175,000 visitors. All

50 encounters will be showcased in a video, a book and

via Social Media. In addition, the anniversary will be duly

celebrated at the Opening Ceremony on 8th March and

throughout the next ITB Berlin, from 9 – 13 March 2016.

The tourism industry is dealing with new aspects of

digitalization and disruptive business models. What will

you offer at the trade show?

Travel Technology has turned out to be one of the biggest

and most dynamic exhibitor segments. We are currently

experiencing an unparalleled change in this tourism industry

area. Mobile Payment, Deep Link and humanoid

robots, like “ChihiraAico” from Toshiba, are changing the

tourism industry. For years eTravel World has successfully

conveyed knowledge about the key Travel Technology

market. We also acknowledge the importance of these

topics at the ITB Berlin Convention with a broad forum:

“Travel 4.0”. On ITB MICE-Day, for example, the focus will

be on the topic “Man vs. Machine”. The question whether

Augmented Reality or Google Glasses drive innovation or

destroy personal encounters, and future topics like “when

the robot fluffs up the pillows”, are on the agenda.

Sustainability is playing an increasingly important role

for vacationers. How does ITB Berlin address this topic?

We worked together with National Geographic Travel

magazine to create the World Legacy Award: It is given

to the leading tourism companies, organizations and destinations

which advance a re-thinking of the travel industry

according to sustainable tourism-based principles and

practices. But we do even more: ITB Berlin is committed

to a variety of important areas, including human rights,

social justice, fighting against the sexual exploitation of

women and children in tourism and protection of the

climate, environment and animals.

As the Official Partner Country of ITB Berlin 2016, the

Maldives take center stage of the international travel

industry. What makes this island country in the Indian

Ocean so unique?

With dazzling white beaches, turquoise lagoons and

unique diving sites, the Maldives is one of the last paradises

on earth. Furthermore, the island country is one of the

best examples for controlled and environmentally-friendly

tourism, well beyond the world of mass tourism.

CELEBRATING 50 YEARS OF ITB BERLIN

50 OCCASIONS

50 DESTINATIONS

50 ENCOUNTERS

9 – 13 March 2016 · itb50.com

Official Partner Country

ITB Berlin 2016


EUROPE / TOP EVENTS: ITB BERLIN

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 23

© Messe Berlin GmbH

© Messe Berlin GmbH

ITB Berlin 2015

ITB Berlin 2015,

ITB Travel Technology

This year’s edition of ITB Berlin sees a big

increase in exhibitors from Asia, Africa,

the Arab countries, North America

and Europe – and Travel Technology is

booming

ITB Berlin is celebrating its fiftieth anniversary

and is as successful as ever. From 9 to 13

March 2016 at the world’s largest travel

trade show the fair’s organisers expect

around 10,000 exhibitors and organisations

from more than 180 countries to be in the

26 halls on the Berlin Exhibition Grounds.

THE WHOLE WORLD

- IN BERLIN

ITB Berlin confirms status

as world’s leading travel trade show

“The high level of demand from emerging

destinations such as Asia and the Arab

countries and the growth of popular

markets such as Travel Technology are proof

of how dynamic the global travel industry

is. At the same time, up-to-the-minute and

forward-looking themes at the ITB Berlin

Convention, where leading experts will be

taking part in the debate, emphasise ITB

Berlin’s reputation as the travel industry’s

driving force”, said David Ruetz, head of

ITB Berlin.

TRAVEL TECHNOLOGY

PROVIDES AN IMPETUS

FOR THE GLOBAL TRAVEL

INDUSTRY

Travel Technology is booming. Around 30%

of exhibitors in this section are newcomers

to the show, including major international

companies such as Bynder ’getbynder’

(Netherlands) and Clicktripz (USA), as

well as Beachinspector, the winners of

the Sprungbrett Innovators’ Competition.

Roompad, Citos Systems and Freshcells

occupy larger display areas and Sabre, the

world’s leading provider of solutions for

the travel industry, has moved to the Travel

Technology Hall in 5.1.

CLEVERDIS – PUBLISHER

OF ITB BERLIN NEWS

Cleverdis is the publisher of the official

show magazine “ITB Berlin News”.

Please feel free to contact us if you have any

specific news that may apply to the event.

[ By Gérard Lefebvre ]

THE HIGH LEVEL

OF DEMAND FROM

EMERGING DESTINATIONS

SUCH AS ASIA AND

THE ARAB COUNTRIES

AND THE GROWTH OF

POPULAR MARKETS SUCH

AS TRAVEL TECHNOLOGY

ARE PROOF OF HOW

DYNAMIC THE GLOBAL

TRAVEL INDUSTRY IS


EUROPE / TOP EVENTS: IHIF

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 25

ENTERING

THE GOLDEN AGE

OF HOSPITALITY

IHIF Berlin – “Where the industry meets” – puts highly

positive spin on outlook for future

Cleverdis is proud to be a media partner

of the International Hotel Investment

Forum (IHIF) - the most influential and

globally diverse meeting place for hotel

industry investors, CEOs and other key

players.

The three-day event, attended by over

2,000 hospitality and tourism decisionmakers

from over 80 countries is the

place where deals are done and important

industry decisions are made. IHIF attracts

a very senior gathering and among them

nearly every major hotel chain CEO,

influential global tourism ministers and

the largest group of investors and hotel

owners.

IHIF focuses on delivering opportunities

to anyone who currently operates within

the hotel and tourism industry or who

wants to do business in this sector,

including:

Investors / Hotel Owners / Lenders / Hotel

Chain CEOs and Executives / Financial

Advisers / Real Estate Agents / Lawyers

/ Designers / Architects / Consultants

/ Timeshare Developers / ourism and

Government Officials

Through three days of unrivalled

networking opportunities, outstanding

evening receptions, an exhibition and

the very best educational programme,

IHIF delivers important networking,

information and contacts. Its attendees

and sponsors agree that IHIF is a not-tobe-missed

event in their diaries.

There was palpable optimism across

last year’s conference, not only praising

the quality of the event but also the

future of the hospitality industry. This

year saw more brands launched, hotels

signed, reports released, appointments

confirmed and developments unveiled

than in the IHIF’s 18-year history. Several

industry-leading speakers commented

that we are “entering the golden age

of hospitality” and the energy and

enthusiasm felt amongst delegates,

speakers and sponsors certainly reflected

this sentiment.

In attending IHIF, you are immersing

yourself in an environment with others

who are serious about doing business,

completing deals and forging productive

business relationships.

© Mark Green

IHIF 2015

IHIF ATTRACTS A

VERY SENIOR GATHERING

AND AMONG THEM NEARLY

EVERY MAJOR HOTEL CHAIN

CEO, INFLUENTIAL GLOBAL

TOURISM MINISTERS AND

THE LARGEST GROUP OF

INVESTORS AND HOTEL

OWNERS

© Mark Green


EUROPE / TOP EVENTS: IHIF

60 PROPERTIES

BY 2026

Katara Hospitality holds a steady course

in a sea of growing success

Hamad Abdulla

Al-Mulla

CEO, Katara Hospitality

Hamad Abdulla Al-Mulla’s appointment at the helm of

Katara Hospitality in 2011 was the result of hard work

and dedication throughout the years, having acquired indepth

knowledge about the organisation and its strategic

objectives. In his role, Al Mulla leads Katara Hospitality to

achieving its goal to become one of the leading hospitality

organisations in the world.

His most recent achievements include being ranked number

one within the 2015 Hotelier Middle East Power 50 list,

which acknowledges his efforts in charting organisational

growth and significant expansion into key international

markets. Mr. Al Mulla was also recognized as number 44

on Arabian Business Qatar’s 2015 Qatar Power List for his

contributions to the Qatari business landscape.

Katara Hospitality, the

leading global hotel

developer, owner and

operator based in Qatar,

has received worldwide

acclaim for its combined international

growth strategy as it builds upon its

global hospitality footprint. We asked

Hamad Abdulla Al-Mulla, Chief Executive

Officer of the group, to outline his latest

milestones.

During 2015, Katara Hospitality witnessed

the opening of Excelsior Gallia, a Luxury

Collection Hotel, Milan, as well as the

legendary Art Nouveau style Royal Savoy,

Lausanne, a Murwab Hotel. Both properties

had recently undergone a meticulous

renovation and interior redesign, unveiling

fully renovated luxury hotels. Katara

Hospitality also acquired the Westin

Excelsior Rome, a feat which was symbolic

of our organisation’s continued commitment

towards our goal of 60 properties by 2026.

In Qatar, we continue to illustrate our pledge

in support of the core tenets of Qatar

National Vision 2030, through upgrades and

renovations of properties that are a part of

our locally based portfolio.

The launch of Murwab Hotel Group, Katara

Hospitality’s standalone operating arm, is

an important move. Could you tell us a little

more about this?

ADVERTORIAL CONTENT


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 27

The launch of Murwab Hotel

Group was a significant milestone

in that it is emblematic of the start

of a new era for our organisation.

Leveraging from over 45 years’

worth of experience, Murwab

Hotel Group, which manages a

collection of international upscale

boutique hotels and brands,

is a rapidly growing hotelmanagement

company with

multiple projects in its pipeline.

The formation of Murwab Hotel

Group is important to our growth

strategy as we have diversified our

offering to hotel management

services geared towards the

independent hotel segment.

What is your message this year

to the leading delegates at

IHIF Berlin?

At this year’s edition of IHIF Berlin,

we aim to highlight our continued

commitment to reinvesting in

our current portfolio, as we

develop properties that appeal

to the most discerning of tastes.

Widely renowned as an event

that attracts the most influential

decision makers in the hospitality

arena, IHIF Berlin promises to

create further opportunities for

Katara Hospitality to showcase its

strategic direction and business

intent in the years to come. We

look forward to the opportunity

to not only showcase our peerless

luxury hotel property portfolio to

hospitality industry leaders, but

also share industry insights on the

future of Katara Hospitality and

the luxury hospitality market.

Sharq Village, Spa,

Doha, Qatar

GLOBAL

RECOGNITION

Katara Hospitality received numerous

prestigious awards over the past year

for its continued contributions to the

Qatari and global luxury hospitality

landscape.

Some notable awards to mention

include being named the “Middle

East’s Leading Hospitality Development

Company” for the second consecutive

year and “Middle East Leading Tourism

Development Project” for the iconic

Katara Towers development expected

to open in 2018 in Doha’s Lusail City

Marina District, at the 2015 regional

World Travel Awards.

The Peninsula,

Paris, France

Katara Hospitality also clinched the

prestigious Seven Star Special Award

for “Remarkable & Exceptional

Achievement in the Luxury Hospitality

Industry” award at Seven Stars Luxury

Hospitality and Lifestyle Awards

ceremony in Bali.

To cap the year off, Katara Hospitality

scooped three esteemed awards at

the global edition of the World Travel

Awards, by being named “World’s

Leading Hospitality Company” for the

third year running, “World’s Leading

Hotel Suite” for the Katara Suite at

the recently reopened Excelsior Hotel

Gallia, Milan and the coveted “World’s

Leading Landmark Hotel” for The

Peninsula Paris, a Katara Hospitality

flagship property in the French capital.

ADVERTORIAL CONTENT


EUROPE / TOP EVENTS: IHIF

ACCORHOTELS:

+20% ROOM OPENINGS

YEAR-ON-YEAR

Massive growth for the French-based

industry giant

2015 was an historic year for AccorHotels in terms of new openings,

now opening 2 hotels every 3 days. We asked Gaurav Bhushan

Global Chief Development Officer – AccorHotels to explain this

extraordinary performance.

Gaurav Bhushan

Global Chief Development Officer,

AccorHotels

In 2015, we opened more than

36,000 new rooms in the world

(229 new hotels), excluding

acquisitions, which represents

+20% versus last year.

We broke our own record, we

had never opened so many rooms

before, and 54,000 rooms were

signed in 2015 to be opened in the

upcoming years. Europe (+3,500

rooms versus last year) and Asia

Pacific (+2,100 rooms) made it

possible. Asia Pacific is still in pull

position, boosting AccorHotels

worldwide development with

39% of rooms opened (14,000

new rooms) and 41% of rooms

signed (21,800 new rooms). This

booming region represents near

50% of AccorHotels secured

pipeline i.e. 64,400 out of 132,900

rooms.

The Middle East shows full

potential with remarkable deals

that occurred in Saudi Arabia,

thanks to the partnership sealed

with the Alessayi Group (6 new

hotels and 1,650 rooms), and

the agreement signed with Al

Rajhi Group for the “Mekkah Al

Maseem” biggest hotel cluster

in the world (3 AccorHotels and

2,500 rooms), meeting religious

tourism expectations.

Big news with AccorHotels’

signing of an agreement to

take over running of FRHI. How

important is this strategically

and why?

Indeed, AccorHotels signed in

2015 an agreement with the

IN 2015, WE

OPENED MORE THAN

36,000 NEW ROOMS

IN THE WORLD

(229 NEW HOTELS),

EXCLUDING

ACQUISITIONS,

WHICH REPRESENTS

+20% VERSUS LAST

YEAR.


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 29

Qatar Investment Authority (QIA),

Kingdom Holding Company

(KHC) of Saudi Arabia and Oxford

Properties, an Ontario Municipal

Employees Retirement System

(OMERS) company, for the

acquisition for US$2,9 billion of

FRHI Holdings Ltd (FRHI), parent

of the most prestigious global

luxury hotel brands: Fairmont,

Raffles, and Swissôtel. The Group

will integrate an unrivalled hotel

portfolio of 155 hotels and 56,000

rooms to its already existing 3,900

hotels and 510,000 rooms.

It is highly strategic because it

strengthens our presence and

expertise in the Luxury segment

with strong iconic brands. It

significantly strengthens our

position in the North American

market with flagship properties in

key cities. It allows us to leverage

high-end client databases, mostly

US-based. It helps us build a

new global brand architecture to

address strong growth market

potential. And it creates significant

synergies thanks to shared

expertise, distribution platform

and loyalty programs.

What does your recent strategic

alliance with Huazhu in China

mean?

Huazu is now the Master Franchisee

of AccorHotels for Mercure, ibis

Styles and ibis in China, Tawain

and Mongolia. Novotel and

Grand Mercure (Mei Jue) will be

developed and operated by both

AccorHotels and Huazu under

a co-development agreement.

Huazhu also owns a 29,3% in

AccorHotels’ luxury and upscale

platform for China, developing

and operating Sofitel, Pullman,

MGallery by Sofitel. To end with,

AccorHotels has a 10,8% stake

in Huazhu and one representative

to China Lodging Group’s Board

of Directors. The combined hotel

networks represent more than

6,500 hotels worldwide and the 2

loyalty programs have more than

75 million members.

The objective is to enhance

synergies in the largest inbound

market and soon-to-be the largest

outbound market. It will accelerate

AccorHotels’ development in the

world’s biggest hospitality market,

adding an average of 80 properties

per year to the Group network. It

will give AccorHotels access to the

Chinese domestic market thanks to

Huazu powerful distribution tool

and loyalty programme, as well

as bringing a growing number of

Chinese travellers in AccorHotels

worldwide.

ASIA PACIFIC

IS STILL IN

PULL POSITION,

BOOSTING

ACCORHOTELS

WORLDWIDE

DEVELOPMENT

WITH 39% OF

ROOMS OPENED

AND 41% OF

ROOMS SIGNED

Could you please tell us more

about AccorHotels Group’s

development strategy?

Geographically speaking,

AccorHotels development

strategy is built around a 2-strong

approach: be present in all major

markets and gateway cities of all

regions around the world (Europe,

ASPAC, Americas, Middle-East)

and continue its rapid expansion

in emerging countries for all brand

segments, especially in China,

Brazil, India, Saudi Arabia, sub-

Saharan Africa & Iran.

[ By Gérard Lefebvre ]

MOST REMARKABLE

OPENINGS

MGallery Cures Marines,

Trouville

MGALLERY CURES MARINES TROUVILLE,

103 rooms, France

PULLMAN THE PARK LANE HONG KONG,

834 rooms, China

PULLMAN DUBAI GRAND HOTEL JUMEIRAH

LAKE,

354 rooms, United Arab Emirates

MAHA CIPTA (GRAND MERCURE) JAKARTA

KEMAYORAN, 505 rooms, Indonesia

NOVOTEL MUENCHEN CITY ARNULFPARK,

204 rooms, Germany

MERCURE ISTANBUL TOPKAPI,

204 rooms, Turkey

MAMA SHELTER LOS ANGELES,

70 rooms, USA

IBIS RIO COPACABANA,

231 rooms, Brazil

Pullman The Park Lane,

Hong Kong


EUROPE INBOUND / TRANSPORT

Manchester Airport,

Runway Park

LINKING EUROPE TO THE

Iran, China and USA for the long haul, low cost regional

With low cost airlines

representing now over

40% of passengers traffic

in short/Medium haul

traffic in Europe, budget

carriers and “hybrid carriers” – the answer of

legacy airlines to the low cost competition with

a hybrid product continue to “do and undo”

networks around Europe. Vueling for example

is launching services to six destinations out

of Zurich and to three European cities out of

London Luton Airport. The carrier will also

start connecting Algeria with two new routes,

one between Barcelona and Constantine and

between Valencia and Algiers.

In Germany, Airberlin is increasing frequencies

from Düsseldorf to Italy and from Berlin to

Central Europe while Eurowings will match

Airberlin in Düsseldorf with the launching

of services to 9 cities. Ryanair is also looking

at strengthening its presence in Germany by

launching two bases in the country, one in

Hamburg and the second one in Nuremberg.

Another low cost carrier is moving into

Germany. This spring time, Dutch/French

low cost carrier Transavia – an affiliate of Air

France-KLM- is opening its first base outside

its home markets in Munich. Transavia bases in

Munich four aircraft to serve 20 destinations.

This springtime, Easyjet opens its 27th and

28th European bases in Barcelona and Venice

while expanding consequently in Lyon with

seven new routes. Its competitor Volotea

strengthens its presence in Bordeaux while

further growing its main French base in

Nantes. Finally, British Airways is denting into

London low cost market at Stansted Airport.

The British carrier is launching in May flights

out of Stansted to leisure destinations in

Portugal and Spain.

Legacy carriers continue to boost their long-haul

network as competition from low cost airlines

still remains limited. From major European

hubs, Amsterdam will benefit from a new flight

to Mexico (Aeromexico) while Delta Air Lines

is launching a daily flight from Paris CDG to

Raleigh Durham in North Carolina. Air France

is also launching from June a daily frequency

between Paris-Orly and New York JFK.

From the summer, Lufthansa will operate

five weekly services from Frankfurt to San

Jose in California. The carrier opened flights

last October to Nairobi and Tampa, Florida.

Lufthansa adjusts its long haul network out of

Munich by cancelling its route to Dubai while

opening a new service to Teheran and Denver.

From its Rome Fiumicino base, Alitalia is luring

Latin America: From May, the carrier launches

five weekly flights to Santiago de Chile

followed in June by three weekly services to


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 31

© techboy

Airbus A320 of Air Berlin landing

at Berlin Schönefeld Airport

WORLD

air links within Europe

LARGE EUROPEAN

SECONDARY AIRPORTS

ARE RECEIVING AN

INCREASING NUMBER

OF LONG HAUL

FLIGHTS.

Mexico. Rome is also an attractive destination

for Chinese carriers, benefiting from Hainan

Airlines flights to Xian.

NEW FLIGHTS TO

SECONDARY LARGE

AIRPORTS

Large European secondary airports are

receiving an increasing number of long haul

flights. Düsseldorf in Germany or Manchester

in the UK are among the top airports for new

intercontinental flights.

Düsseldorf: After Cathay Pacific launched

in winter 2015 four weekly frequencies to

Hong Kong, Singapore Airlines will start to

fly to Düsseldorf from this summer with 3

frequencies in an Airbus A350 while home

carrier AirBerlin is launching in May and

June 5 weekly flights to San Francisco,

4 weekly flights to Boston while waiting

for the approval for two weekly services to

Havana. Neighbouring airport Cologne/Bonn,

which turned since last November into the

new base for Lufthansa budget subsidiary

Eurowings, saw the launching of half a dozen

intercontinental flights including Bangkok,

Phuket, Dubai and . For the summer season,

while Dubai will be discontinued, Eurowings

will strengthen connections to the USA with

flights from Cologne to Boston and Las Vegas.

Asia continues to attract new services to

Europe.

Iberia just announced to launch from October

routes to Shanghai and Tokyo from Madrid,

a first for the Spanish carrier which until

now concentrated mostly on developing its

network to South America.

IRAN, DESTINATION

OF THE YEAR 2016

Hottest destination of 2016 is Iran, following

the normalization of relations between

Washington and Teheran and the consequent

end of commercial sanctions.

Air France from Paris and Lufthansa from

Munich will launch flights to Teheran while

British Airways will follow in July with six weekly

frequencies from London Heathrow. Alitalia

boosted frequencies to the Iranian capital from

Rome in January while Austrian Airlines will

add flights from March out of Vienna. Austrian

is also the only Western European carrier to

have been granted traffic rights to Isfahan, Iran

second largest city. In April, the carrier starts

four weekly services out of Vienna and looks

now to serve Shiraz in the near future.


EUROPE INBOUND /

TRENDING HOTELS

A NEW ICON ON THE

UK’S GREENWICH

PENINSULA

869 ROOMS: EUROPE’S

LARGEST MARRIOTT

OPENS IN MADRID

Much like the iconic

InterContinental Hong

Kong or InterContinental

Paris Le Grand, the new

InterContinental London The

O2 Hotel is set to become a

destination in its own right,

next to one of the UK’s

most popular entertainment

venues.

The InterContinental London -

The O2 will bring a new level

of glamour to cosmopolitan

guests seeking to enjoy the

allure of global etiquette,

timeless experiences, and the

city’s local heritage. Alongside

its five destination-inspired

food and beverage outlets

including The Peninsula

Restaurant and rooftop sky

bar, Eighteen, the hotel boasts

a world-class health spa and

sumptuous accommodation,

with 453 rooms, including 59

suites - and the most breathtaking

views over London.

InterContinental London –

The O2 is operating under

a franchise agreement with

Meridian Hotel Operations

Limited and is managed by a

division of the Arora Group.

The Madrid Marriott Auditorium

Hotel and Conference Center,

which opened in early 2016,

boasts 15,500 square metres

of event space including an

impressive auditorium that can

accommodate up to 2,000

guests.

Marriott’s Meetings Imagined

program provides new

opportunities and inspiration

for event coordinators and

meeting planners along with an

online service that keeps guests

in touch with guest relation

managers 24/7.

Conveniently located for

Madrid-Barajas Airport, the

hotel is the third Marriott Hotel

in Spain and is the brand’s

largest property in Europe.

Formerly known as Hotel

Auditorium Madrid, the 869-

room property has undergone

an extensive renovation to

present a contemporary and

welcoming design to excite

both business and leisure

travellers. Guests can enjoy

flexible, innovative and spacious

public areas to meet, connect,

socialise and relax, while guest

rooms are luxuriously appointed

with amenities such as spacious

work desks and Nespresso

Coffee machines to ensure a

comfortable and productive

stay.


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 33

REDEFINING

THE AIRPORT

HOTEL CONCEPT

WIND OF CHANGE

AT PARIS CHARLES

DE GAULLE AIRPORT

Hilton Hotels & Resorts

new Hilton Amsterdam

Airport Schiphol is designed

as “modern air travel

accommodation”. The stateof-the-art

433-room hotel

replaces the previous Hilton

Amsterdam Airport Schiphol,

which opened in 1972.

The landmark property was

developed and is owned by

Schiphol Real Estate.

Created by acclaimed

Dutch architects Mecanoo,

alongside British interior

design company The Gallery

HBA, Hilton Amsterdam

Airport Schiphol has a distinct

cubic design that features

a 42-metre high glazed

roof. Contemporary Dutch

influence can also be found

throughout the public space

and guestrooms. Spanish

artist Israel Páez has created

a wide range of bespoke

pieces for the hotel such as

story-telling tile walls in the

open kitchens and a series

of headboards for the guest

rooms representing the Dutch

landscape that gives every

space an authentic and local

touch.

Shooting directly to N°1

position on TripAdvisor’s list

of hotels at Paris Charles de

Gaulle Airport, the new 305-

room Pullman Paris Roissy CDG

Airport is breathing a welldeserved

breeze of change

into the ever-evolving transport

hub’s accommodations.

Recently opened along with

a new mid-market ibis Styles

property also at the Roissy hub,

this hotel was designed as a

living setting for exchanges

and sharing. It is a savvy blend

of upscale comfort and class,

to nestle guests in wellness

amid the quintessentially

cosmopolitan surroundings.

Elegant and stylish are the two

words that shine through the

areas that designer Christophe

Pillet created with his novel

touch. The restaurant, Culinaire

Bazaar, serves appetizing,

authentic and friendly dishes

made with quality produce.

Chef Thierry Coutable is keen on

market produce and works with

local farmers. At the bar, the

creative crew mixes its singularly

creative up-to-the-minute takes

on rare or forgotten spirits such

as the Rin Quin Quin from the

time-honored Distillerie et

Domaines de Provence. And the

cocktail menu naturally includes

Absinth, Calvados and Cognac.


EUROPE INBOUND /

TRENDING DESTINATIONS

IBERIAN TOURISM

ON RISE

Spain becomes third-most visited

global destination

Consecutive years of record-breaking

inbound tourism is breathing new life

into Spain’s vacation hotspots and travel

companies’ strategic positioning.

Spain is now the world’s third-most visited

destination, behind only France and the USA.

A new Phocuswright report, Spanish Online

Travel Overview Eleventh Edition explores

Spain’s travel market dynamics, and contains

detailed information on all segments in the

region.

Spain has emerged as a darling among

European economies after years of fiscal

turmoil, with gross domestic product jumping

to 3.5% (year-over-year) in 2015. While

inbound tourism is booming, ongoing austerity

measures and sky-high unemployment (nearly

50% among the youth population) keep travel

out of reach for many Spaniards.

TOTAL TRAVEL

MARKET

The country’s travel market has been buoyed

by strong inbound visitation, driven in part by

political and economic turmoil in competing

destinations, including Tunisia, Egypt and

Greece. In 2015, Spain’s total travel market

is projected to climb 7% to reach €23 billion,

with 7-8% growth projected through 2017.

ONLINE TRAVEL

MARKET

Online channels – including bookings via both

desktop and mobile devices – are the primary

growth drivers, with strong double-digit gains

projected through 2017. As travel suppliers

become increasingly focused on driving

online-direct bookings, OTAs’ share of the

online channel will decline.

“Spain’s traditional travel companies, and

especially the tour operator segment, have

been slow to adapt to the online environment,”

says Cathy Schetzina Walsh, Phocuswright’s

senior research analyst. “In stark contrast are

digital age companies which have prioritized

online and mobile bookings and are now

reaping the benefits.”

NOTE: From 2016, Cleverdis is publisher of

the official show daily for FITUR Madrid,

one of the world’s leading travel and

tourism shows.

AS TRAVEL

SUPPLIERS

BECOME

INCREASINGLY

FOCUSED ON

DRIVING ONLINE-

DIRECT BOOKINGS,

OTAS’ SHARE

OF THE ONLINE

CHANNEL WILL

DECLINE.

SPANISH SHARE OF EUROPEAN

TOTAL AND ONLINE TRAVEL

MARKETS, 2015 (€B)

Online

Total

(€B)0 50 100 150 200 250 300

SPANISH SHARE OF GROSS BOOKINGS

BY CHANNEL, 2015 & 2017

2015

Traditional Airline

LCC

Hotel

Rail

Car Rental

Tour Operator

2017

Spain

Rest of Europe

0% 20% 40% 60% 80% 100%

0% 20% 40% 60% 80% 100%

Note: 2015 and 2017 projected.

Source: Spanish Online Travel Overview Eleventh Edition

© 2016 Photocuswright Inc. All Rights Reserved

Supplier-Direct Online OTA Other Channels

Note: 2015 and 2017 projected. Totals may not add to 100% due to rounding.

Source: Spanish Online Travel Overview Eleventh Edition

© 2016 Photocuswright Inc. All Rights Reserved


EUROPE OUTBOUND /

TRENDING DESTINATIONS

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 35

© Rafael Golan

© Sri Lanka ‘One Island.Many Worlds’

TRENDING DESTINATIONS

FOR EUROPEANS

Thomson and First Choice forecast 2016 travel trends

While it is too difficult to generalise about “European”

likes and dislikes, given that each culture within Europe is

very unique, a new study published by leading UK holiday

companies Thomson and First Choice shows the trends at

least for British travellers… no doubt giving an indication

of broader trends.

Indeed, in 2016, British travellers will be breaking

traditional holidaying habits to go away more often – as

evidenced by the continuing popularity of three or four

night breaks to destinations such as Madeira, the Balearics

and Iceland. The travel giants expect the trend to fly

further afield to continue, as more Brits make the most

of their extended long-haul programme – with Costa Rica

and Sri Lanka set to top wish lists for 2016.

They predict the top five trends for 2016:

- Further growth of emerging destinations

- More people travelling long-haul

- Action packed holidays on the rise

- More flexibility on holiday dates

- Technology providing streamlined holiday experiences

Long-haul ‘hot spot’ predictions for 2016:

• Costa Rica, • Sri Lanka,

• Aruba, Cuba, • & Goa, India

Short and mid haul ‘hot spot’ predictions for 2016:

• Croatia, • Iceland,

• Santorini, • Ibiza

• Cyprus, • & Italy

GROWTH IN LONG

HAUL TRAVEL

Paradise is just a long-haul flight away, and more people

than ever are willing to travel further afield to find the

perfect holiday. More than three-quarters (77%*) of those

surveyed by Thomson would be happy to travel more than

nine hours for their dream destination. In addition, over

two-thirds (65%*) of people who have travelled on a

long-haul flight of more than seven hours believe a longhaul

trip ranks as their most-memorable.

The research supports a growing trend of long-haul

holidays, and is matched by Thomson and First Choice

extending their programme for 2016, following a 350%

increase in long-haul passengers over the past decade.

And with more than half of people (53%) prepared to fly

long-haul to experience a new culture, Thomson and First

Choice recently added non-stop flights to Costa Rica, to

existing destinations such as Cuba and Thailand – and will

offer Sri Lanka for winter 2016. [ By Gérard Lefebvre ]

Irazu Volcano,

Costa Rica

Sigiriya,

Sri Lanka


Developing Intelligent Hotel

Technology Solutions

20th-22nd April 2016,

Dusseldorf, Germany

Special features:

Ted Horner

Head of the 2016

Advisory Board

The leading face-to-face event for the hotel technology industry will shortly be

amongst us. To register your place please visit the website:

www.arena-international.com/ihtf

• Pre-arranged, private business meetings with selected organisations of your choice

• Individually matched meetings according to business needs and immediate & future priorities

• Exclusive meetings model to run in parallel to fully comprehensive conference programme

• Engage privately with industry leaders from across the globe

• Interactive networking sessions to develop new and existing business relationships

• 2016 will see the addition of the Inaugural IHTF Marketing Stream

The IHTF 2016 welcome Drinks and Dinner will be hosted by:

Quote reference code MK-HJAD

when booking your place

www.arena-international.com/ihtf


EUROPE OUTBOUND / TRENDS

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 37

HOW TO MAKE EUROPEANS

(GERMANS) FEEL AT HOME

IN FOREIGN LANDS

What does it take to satisfy the demands

of Europe’s N°1 outbound market?

Heiko Blatter

Area Manager

Southwest Europe/ Middle East

& North Africa

Gebeco represents

the brands “Gebeco

Länder erleben” and

“Dr. Tigges”, and is

one of the leading tour

operators for study and group travel

programmes in the German speaking

market. We asked Heiko Blatter - Area

Manager Southwest Europe/ Middle

East & North Africa how he thinks

receptive TOs and hoteliers might

best welcome his nation’s travellers…

During our travel programmes, our

German guests don’t spend a lot

of time in hotels. Nevertheless, our

German guests have a few demands.

For example, German travellers attach

importance to cleanliness. Our travel

programs are led by German-speaking

tour guides. Furthermore, German or

at least English speaking hotel staff

is desirable for the German guest.

Food should vary: Our guests love to

travel, especially in order to immerse

themselves into foreign cultures. Thus,

the hotel should offer local food besides

international meals.

What are you seeing as being the

key trends in terms of destinations?

Cuba, Iran, Myanmar, Vietnam and

Japan are considered as some of the

key destinations for guests of study

and group travel programmes in

2016. Currently, the booking positions

demonstrate that German travellers

are looking forward to visiting far

away destinations. In addition to

the destinations I just mentioned,

South Africa and Brazil are seeing a

considerable increase in demand.

Regarding European travel destinations,

Gebeco expects a considerable increase

in passengers for Spain, Portugal and

Italy. Also the Northern countries such

as Iceland or the Baltic States, as well

as Poland, are considered as upcoming

destinations, where a stable growth

is expected. All these destinations are

regarded to be safe. The desire for

safety is reflected in a high dimension in

the current booking situation. A good

touristic infrastructure, a high quality

in hotel standards, excellent transport

network and good value for money are

further important points for German

travellers.

[ By Jean-François Pieri ]

THE DESIRE

FOR SAFETY IS

REFLECTED IN A

HIGH DIMENSION

IN THE CURRENT

BOOKING SITUATION.


INNOVATIONS

& TECHNOLOGIES

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 39

© AccorHotels

INTERNET:

HOW FAST CAN

YOU GO?

The snails of the internet domain

are set to be crushed by the

savvy operators installing super

high-speed networks

More than ever it is becoming apparent

that “excellence in internet” is no longer

an option for hoteliers. It’s quite simply

essential.

Over the past couple of years, the growing importance

of good Wi-Fi coverage has been a key issue at hotel

technology events, such as the recent HTNG (Hotel

Technology Next Generation) meeting in Nice. Recent

studies demonstrate that for today’s guests, NOTHING

is more important than a good internet connection

when it comes to hotel guest technology. The TV is

of course essential, air conditioning should be quiet

and effective, but if your internet is not up to scratch,

the guests seriously risk never coming back to your

establishment. Yes, guests want fast internet, they

want it on all their devices, and they want it now. Is

that too much to ask?

In this section, we look at how internet is being

leveraged by top hotels to add value to their offering

as well as raising levels of satisfaction for clients. We

hope the ideas and examples in this section will inspire

you to go that “extra mile”!


INNOVATIONS & TECHNOLOGIES

ENGAGING WITH GUESTS

ON A PERSONAL LEVEL

Philips Professional Display Solutions offer game changing inno

Over the past decade, televisions have moved far beyond their traditional role

of providing in-room entertainment. Within the hospitality sector, displays have

become a full-fledged communications platform in their own right. We asked

Franck Racapé - EMEA sales director, Philips Hospitality TV & Signage Solutions

what differentiates his offering for hoteliers…

Franck

Racapé

EMEA Sales Director,

Philips Hospitality TV & Signage Solutions

Everywhere a

hotelier places a

screen, from the

reception and bar

to conference facilities and

guest rooms, provides an

opportunity to engage with

guests at a personal level.

Philips Professional display

solutions allow hoteliers

to tailor communications

to match their objectives

as well as the needs and

desires of guests. With

hospitality TVs, one can

enhance customer service,

reinforce brand values

and increase revenue by

promoting additional

services such as restaurant

or spa. Furthermore the

latest innovations in Philips

hospitality TVs enable

hoteliers to manage and

upgrade all their TVs, plus

customise content and

messaging from a single,

centralised system.

Philips Professional display

solutions now has a wide

range of displays to choose

from, with a combination

of signage solutions as well

as hospitality TVs. This all

comes with content that

can be updated to any of

our connected displays

in real time, from any

location. With the Content

Management System

“CMND”, it’s easy to show

what you want, when you

want.

While CMND is a new

innovation AmbiLux

and Android are also


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 41

EasySuite

… The latest

innovations in Philips

hospitality TVs give you

the ability to manage and

upgrade all your TVs, plus

customise content and

messaging from a single,

centralised system

AmbiLux

vations for the hotelier

innovations for 2016.

Please tell us more…

Our new Android OS will be

integrated in selected signage

solutions and Hospitality TV

displays. In-room, the benefit

is the faster processing

power of Android OS,

access to Android apps, and

the possibility to integrate

more features in the UI. For

digital signage, the benefit

is easier installation, lower

costs, and the ability to

play robust content directly

from the display. We are

very enthusiastic to be able

to bring such a disruptive

innovation to the market.

Our AmbiLux will give a

unique and immersive

experience of showing

content, but it can also be a

beautiful eye-catcher with its

sleek design and authentic

materials.

What are your ambitions

for the upcoming year?

With large international

hotel chains forming one of

our most important client

bases, our ultimate goal

is to be able to meet with

and support our partners

wherever they may be.

While focused on primarily

Europe for many years, we

have recently drastically

increased our footprint in

Asia and the Middle East

for Hospitality TV as well as

Signage Solutions.

[ By Jean-François Pieri ]

Philips hospitality TV is built

around four different product

lines; Studio, Easy Suite, Media

Suite, and Signature, with a

focus on our core innovations

such as ‘CMND’ with its modules

CMND & Control and CMND

& Create. CMND & Control is

a server-based solution that

gives hoteliers the ability to

control all of their individual

TVs from one centrallymanaged

system. It completely

eliminates the hassle (and

related costs) of going room to

room to perform maintenance,

update channel frequencies or

reconfigure settings. CMND

& Create is a unique interface

for managing all guest-facing

communications. It allows you

to provide branded content

and custom promotions, with

the user friendly interface, still

controlled through a single

centralized system.

PHILIPS LAUNCHES ANDROID

IN THE PROFESSIONAL ENVIRONMENT.

Philips Professional Display

Solutions are the first to bring

the Android interface to this

market. Thanks to the latest

Android interface, guests can

access to the world’s largest

operating system. Thanks to

the latest D-line range of TVs,

extra connectivity adds true

value to the hotel’s proposition.

D-line benefits include

developing and playing one’s

own Android apps, directly

from the display, enhanced

connectivity with an mPCIe slot

(featuring LTE, extra Wi-Fi and

bluetooth connectivity). That

can allow Machine to Machine

communication and ad hoc

creation of a local network to

bring intelligence and analytics

through the Displays.


In The Field

with David Esseryk

THE "INSIDE LINE" ON WHAT'S HOT IN HOSPITALITY TECHNOLOGIES

43

Hotel & Tourism

SMARTreport #29

2016 Spring Edition

PART 12

TECH AS A BRAND

DIFFERENTIATOR

CONNECTED

SERVICES BRING

THE COMPETITIVE

EDGE TO SAVVY

HOTELIERS

David Esseryk, the AccorHotels

Group’s Vice President Guest

Technology, is in charge of guestfacing

technology for all brands.

In this edition of his regular

report, he explains how, by

offering new connected services,

hotel groups hope to gain a

competitive edge and additional

sales.

Some might view them as simple gadgets,

or even money down the drain. But for

AccorHotels, leaving connected services

at the threshold of establishments

would be, quite to the contrary, a critical

strategic mistake. As the so-called in-room

technologies conceal a highly effective

differentiation strategy for the hotel

industry and wonderful opportunities

for additional sales. AccorHotels has

developed a number of easy-to-use

services that are free of charge.

Starting with the partnership with

the streaming platform Deezer

for music on demand in the

bar areas (or lobbies) of

hotels. Established for

over six months in

450 Ibis hotels

worldwide, the

service will soon be

available in Mercure

and Novotel hotels.

LEAVING

CONNECTED SERVICES

AT THE THRESHOLD OF

ESTABLISHMENTS WOULD BE,

QUITE TO THE CONTRARY, A

CRITICAL STRATEGIC

MISTAKE

AccorHotels’ sources of guest satisfaction.

That is the objective of My Web Valet,

a new digital experience automatically

displayed when connected to the

hotel’s Wi-Fi, on which information and

advertisements about an establishment

is published, as well as the paid services

offered to customers. The customers

can place orders directly from a mobile

terminal.

At the same time, Marriott Hotels &

Resorts rolled out mobile service requests

to 700 hotels – allowing a guest to make

any kind of request to the hotel from

within the app. Marriott mobile

app users report much higher

intent to recommend

Marriott – a leading

indicator of brand

preference – and

a materially higher

satisfaction with their

“arrival experience.”

In addition, over 1,000

AccorHotels offer the possibility to

access 4200 media publications that

can be viewed free of charge on the

Wi-Fi network of the company; they are

available in 60 languages, and with voice

option for 16 languages.

But although until now the objective has

been to enhance customer experience

and ensure loyalty, other solutions under

experiment ensure diversification of

Proofs of concept are an excellent

way to validate the viability of new

services at lower cost and risk than bigbang

releases. Do consumers actually

use the new feature? Is it technologically

scalable? Can we operationalise it on

property with minimal disruption to the

hotel? Hotel groups continuously need

to test, evaluate, adjust – and move on

if something they try doesn’t provide

value or substantially boosts the guest

experience.

SEE YOU AGAIN IN THE NEXT EDITION


INNOVATIONS & TECHNOLOGIES

The Grand

Ambassador

SMART GUESTROOMS

TO OFFER THE NEXT LEVEL

OF SERVICES

… How the Grand Ambassador Seoul associated

with Pullman raised customer satisfaction and achieved

30% energy savings

With a long history of “firsts”, Grand Ambassador

Seoul associated with Pullman is the first to pilot

a highly innovative integrated technical solution

from Samsung, resulting in excellent customer

feedback and huge energy savings.

As the ambassador of Korea’s hotel industry to the

global hotel scene, and as the flagship hotel of the

Ambassador Hotel Group, Grand Ambassador Seoul

associated with Pullman has always strived to stay

ahead in the services, facilities, and technology it

provides to its guests. It has turned its lobby into

a tech hub bustling with IT activities ranging from

simple email exchange to accommodation of

business level data communication connectivity.

Now, the hotel is turning to its guest rooms to offer

the next level of industry services providing only the

best to its guests.

“We’re constantly leading the way whether it was

as the first hotel to adopt new technology such as a

switchboard system for our operator or developing

world-leading ‘smart guestrooms’ with the latest

technology, ” said Nam-Wook Kim, the hotel’s

General Manager.

BACKGROUND

In-room control, energy and room management

solutions already existed. But what the market has

been lacking is an integration of all systems into

one. Samsung LYNK HMS integrates all essential

functionalities, augmenting hotel operations and

guest services, while minimising logistics.


Hotel & Tourism

SMARTreport #29

2016 Spring Edition 45

THE SOLUTION

Samsung’s LYNK Hospitality Management

Solution (HMS) leverages in-room displays,

transforming them into portals capable of

communicating with integrated devices and

empowering staff and guests with control

over the in-room environment.

Core services include :

Room Management Solution (RMS) - a

comprehensive management tool and

mobile application solution that streamlines

hotel staff service workflows through realtime

temperature, device performance and

electricity consumption monitoring;

Energy Management Solution (EMS) - a

sensor-based tool that monitors room

occupancy and adjusts heat and air settings

accordingly for more intelligent resource

delivery;

In-Room Control (IRC) - an on-screen service

that allows guests to control various aspects

of their in-room environment through a

user-friendly interface;

Content Management Solution (CMS) - a bidirectional

interactive program that creates

a more welcoming in-room experience, as

hotels can deliver custom messages and

access to applications and web services

THE TV AS AN IN-ROOM

CONTROL HUB

Samsung smart hospitality displays have

been upgraded to operate as “in-room

control hubs”. By integrating an intuitive

HMS UI over the TV UI, and new remote

control usability, the TV allows the guest to

manage the thermostat, drapery, lighting

and communication with housekeeping.

Feedback on such aspects as room

temperature also enables the guest to better

control his or her environment.

Property managers are able to set the room

state when guests enter suites after checkin,

known as “welcome mode”, greeting

guests with cosy room temperature, drapes

open, lights on, and a customised welcome

message on the TV, courtesy of door and

motion sensors.

PROPERTY MANAGERS

GAIN “TOTAL

MANAGEMENT”

Property managers can oversee all rooms on

one screen. Room management information

reveals statuses of rooms and devices,

such as temperature, power consumption,

door and drapery. LYNK HMS enables the

property manager to remotely tend to rooms

and reduce room energy usage, facilitating

progressive energy management. Through

TV-synced motion sensors and key-slots, the

server can detect room presence, changing

the room to eco-mode when not in use.

IMPROVED TIMELINESS

AND EFFICIENCY

THROUGH MOBILE

INTEGRATION

LYNK HMS is a case of real IoT (Internet of

Things) at work in hotels. For example, when

a guest requests “Make Up Room” via the

TV, a request is transmitted near real time to

the mobile device of a corresponding staff

member, bypassing their need to check room

status signs. After cleaning, staff report their

checklist through their mobile device. This

workflow improves timeliness and efficiency,

equating to significant Return on Investment.

HOTEL BENEFITS

With Samsung LYNK HMS and Hospitality

Displays deployed in the hotel, Grand

Ambassador Seoul associated with Pullman

was able to address many of the concerns

they had in operating a five-star flagship

hotel. The hotel management’s effectiveness

and efficiency have greatly improved.

GUEST BENEFITS

The guest experience is elevated with

streamlined device control accessibility.

Automatic systems work intelligently in the

background complementing the simple

and intuitive control interface up front.

All in-room amenities are managed via a

single remote control and a single intuitive

user interface on the Hospitality Display (in

addition to the traditional switches).

TANGIBLE RESULT

The hotel’s marketing staff has reported an

immediate impact from the use of this new

system. In a 6-month period, the Grand

Ambassador Seoul associated with Pullman

was able to save around 30% on energy costs.

And crucially, guests responded positively,

with 90% saying they were satisfied with the

Samsung LYNK HMS.

ADVERTORIAL CONTENT


INNOVATIONS & TECHNOLOGIES

Hotel & Tourism

SMARTreport #29

2016 Spring Edition 46

THE CHALLENGE OF

STAYING NUMBER ONE

The Renaissance Malmö leverages new coaxial-based

network upgrade to stay a step ahead of the game

The Renaissance Malmö Hotel is a four star, historically

stylish hotel in the very heart of Malmö; the first

Marriott hotel in Sweden and was named the country’s

best hotel by Trip Advisor. But staying number one

means thinking ahead, so the hotel’s management

decided to upgrade the property’s network in such a

way as to match the luxury of its 128 rooms. Quadriga

was chosen as a technical partner, having a longstanding

relationship with Marriott and its various

brands across the globe.

to deliver carrier grade broadband speeds – would

be the best option for the Renaissance Malmö. This

was the first WiFi over CoCo installation in Sweden

and allowed all 128 rooms to have individual, in-room

Ruckus access points and a Cisco cable modem that

converts the cable signal via a single head end in the

basement.

Filip Hector, Sales Manager of Quadriga Sweden

commented, “The solution is currently offering an

excellent guest speed of 50-60Mb/s and coverage/

signal levels are really good.

This project reaffirms our

commitment to providing

guests with a better than

home experience and

hoteliers with a solution

that increases revenue.”

Due to the building being listed and Marriott wishing

to keep all its traditional aesthetics, Quadriga needed

to supply a seamless, connected ultra-fast solution

without the hassle of drilling into walls and future

proof the property in the process.

WI-FI OVER COCO

Quadriga decided that CoCo – a network solution

that converts an existing coaxial TV network into IP

HOTEL

AND GUEST

BENEFITS

As well as benefitting from

better speeds for their

guests, Renaissance Malmö

will also be able to take

advantage of customisable

landing pages that will

enhance branding opportunities.

Jimmy Dahlberg, Hotel Manager at Renaissance

Malmö explains, “Today’s hotel guests have made it

very clear that reliable internet access is a necessity

from any location and not just in the hotel reception.

As one of Sweden’s most distinguished hotels, we

pride ourselves on our service levels, so it’s vital to

deliver the latest in hotel technology to keep our

guests happy.”

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