Hotel & Tourism SMARTreport - 2018 EHMA Special Edition

cleverdis

Hotel & Tourism SMARTreport - 2018 EHMA Special Edition

THE PROFESSIONAL BUYERS’ REFERENCE

SMARTreport

SPECIAL EDITION

EHMA 2018 AGM

– Marbella

SMART DATA FOR

LUXURY DESTINATIONS

MARBELLA, 5-STAR

DESTINATION IS THE NEW

TOURIST SLOGAN OF

THE CITY

MANUEL OTERO

ALVARADO

President of Committee

of the 45 th EHMA AGM Marbella 2018

Spain’s national delegate of EHMA

SPECIAL ISSUE #09 - MARCH 2018 / A CLEVERDIS PUBLICATION


FOREWORD

WELCOME TO ANDALUSIA!

Richard Barnes

Editor-in-chief

richard.barnes@cleverdis.com

Tel: +33 (0) 4 42 77 46 00

Follow us on:

www.hotelandtourismonline.com

A CLEVERDIS Publication

65 avenue Jules Cantini • Tour Méditerranée

13006 Marseille • France

Tel : + 33 4 42 77 46 00 • Fax : + 33 4 42 77 46 01

E-mail : info@cleverdis.com

www.cleverdis.com

SARL capitalised at e 155,750 • VAT FR 95413604471

RCS Marseille B 413 604 471

President & CEO: Gérard Lefebvre,

Managing Director: Jean-François Pieri,

Production Manager: Jean-Guy Bienfait,

Editor-in-Chief: Richard Barnes,

Editorial coordination: Yingying Deng,

Editor: Simon King,

Marketing Manager: Nathalie Meissner,

Art Director: Hélène Beunat.

With the participation of: Bettina Badon,

Naila Ben Ghorbal, Borhan Moussa,

Finn-Georg Sander, Wenchao Wang

>>To contact them:

first name.last name@cleverdis.com

Printing: SPOT Imprimerie, Marseille, France

On cover: © EHMA

© CLEVERDIS 2018 - Registration of Copyright March 2018

ISSN 1771-2815

Information presented in this publication is purely indicative in order to illustrate

subjects contained therein. No guarantee can be given as to the accuracy of data

or content at time of printing and thus the latter should not be used to professional

or commercial ends. While all efforts have been made as to accuracy and

pertinence of content and data contained in this publication, CLEVERDIS may in no

case be held responsible for the consequences, whatever their nature may be, that

may result from the interpretation of this data or content, or any eventual errors

therein. All rights are reserved. Any reproduction of the content of this publication,

even partial, by any procedure whatsoever, is strictly prohibited without the prior

authorisation of the publisher. Any copy, whether by photography, photography

film, magnetic tape, disc or other means constitutes a forgery, liable to punishment

under French law under the legislation of 11 th March 1957 covering copyright. All

brands cited in this publication are registered trade marks and/or belong to

companies which are their respective proprietors. The publishers and editorial staff

decline all responsibilty as to opinions formulated in this publication by those

interviewed or cited therein. Their opinions are entirely their own, and are included

with the understanding that they contain, to our knowledge, no malicious intent.

The inclusion of all texts, photographs and other documents supplied by those

included in the report imply the acceptance by their authors of their free publication

therein. Documents and photgraphs are not returned. It should be understood that

this publication contains forward-looking statements that involve risks,

uncertainties and assumptions. All statements other than statements of historical

fact are statements that could be deemed forward-looking statements. Risks,

uncertainties and assumptions include assumptions relating to the timing of the

record date. If any of these risks or uncertainties materialises or any of these

assumptions proves incorrect, actual results could differ materially from the

expectations outlined in these statements. Cleverdis assumes no obligation and

does not intend to update these forward-looking statements during the period of

publication. Photo Credits and Copyright: All Rights Reserved

Andalusia and in particular,

Marbella welcome you this year

the EHMA Congress.

Andalusia is one of the most

popular tourist regions in the

world and a symbol of all that

tourism can bring to a region. At

a time when major international

organisations, with the UNWTO

in mind, highlight this need to

make tourism a “force of good”,

the attendance of the elite of

the European hotel in Marbella

gives even more visibility to this

magnificent region and the

social and economic benefits

associated with it. The presence

of Francisco Javier Fernández

Tourism and Sport councillor of

CONTENTS

3 SPECIAL EHMA

MARBELLA

3 SMART DATA FOR LUXURY

DESTINATIONS

4 EHMA: CORE VALUES

6 45 TH EHMA GENERAL MEETING

8 SPOTLIGHT ON HOST REGION

10 BECOMING MORE

DISABILITY-FRIENDLY

11 LAUNCH OF NEW

CERTIFICATION PROGRAMME

12 ANALYSING SENTIMENT

13 ELITE TRAVEL

TRENDS


13 THE CHANGING PARADIGM

OF LUXURY

14 TRACKING THE TRENDS

15 THE SILK ROAD

16 CONCEPTS OF PREMIUM

TOURISM

the board of Andalusia at this

AGM highlights the importance

of the event for Andalusia.

The reflections on this year’s

theme “smart data for luxury

destinations” are of great

interest to hoteliers from around

the globe. Many are aware of

the role EHMA has played for

many years, giving itself as a

mission to become the number

one platform for collective

intelligence, education,

networking and professional

development among the general

managers of 4- and 5-star

European properties.

Cleverdis, historical partner of

EHMA, wishes all its members an

excellent 2018 AGM!

17 STANDARDS MATTER

18 SAME SIGNATURE – NEW

AMBITIONS

19 TOURISM IN EUROPE

19 EUROPE: TOURISM IS BOOMING

20 EU FACTS & FIGURES

21 HOTREC - WHAT’S HOT?

23 INNOVATIONS

& TECHNOLOGIES

23 CAUGHT UP IN THE WEB:

CONTINUED GROWTH FOR

ONLINE BOOKINGS

24 INNOVATE – YES…

BUT HOW AND WHY?

25 THE UNUSUAL PACE OF CHANGE

26 CHANGE DOESN’T JUST MEAN

PAIN


SPECIAL EHMA MARBELLA

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 3

© Lanoel - Panoramio

SMART DATA

FOR LUXURY

DESTINATIONS

The theme of this year’s

congress is very topical: Smart

Data for Luxury Destinations.

In recent years, companies

have accumulated through

digitalisation a large amount

of “Big Data”, but they risk

being useless if they are not

analysed, interpreted and

appropriately used - thus

becoming “Smart Data“ - with

the aim of creating value,

solve problems and improve

the offer.

The Organizing Committee

is composed of

Manuel Otero,

EHMA Spain National Delegate;

Rocío Galán Pérez,

General Manager Gran Meliá Don Pepe;

René Zimmer,

General Manager Finca Cortesin Hotel,

Golf & Spa;

Jorge Manzur,

General Manager of Puente Romano

Beach & Resort;

Enrique Cibantos.

La marina de Puerto Banús,

Marbella


SPECIAL EHMA MARBELLA

Hans E. Koch

Managing Director,

Hans E. Koch Hospitality Solutions GmbH,

President of EHMA

EHMA: CORE VALUES

A Word from Association President Hans E. Koch

Core values of our association

are Networking, Collective

Intelligence and Education.

Networking: Providing platforms

to broaden, develop and maintain

professional networking in form of the

EHMA Annual General Meeting as well

to share information and network with

other European and global lobbying

partners and hospitality associations.

Collective Intelligence: Giving members

access to industry relevant reports

and allow them to share knowledge

by gathering their expertise into one

central location. Vehicles are regularly

updated hospitality news, industryrelated

publications, i.e. digital “Hotel

International Magazine” (HMI) with

a quarterly article by the President

of EHMA and blogs containing posts

created by EHMA Secretary, the

President and the National Delegates.

Education: Enabling members to

develop their professional skills by

providing them opportunities to

participate in educational programs

at the Hotel School of Lausanne (EHL)

and Cornell University.


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 5

AMBITIONS OF EHMA

IN THE YEAR AHEAD

To successfully launch and run a

new EHMA internal communication

tool called Beekeeper, a digital

workplace app where operational

systems and communication

channels live within one secure,

intuitive platform. Beekeeper

connects all EHMA members,

the EHMA office and selected

partners across locations in real

time via mobile devices or desktop

to streamline communication and

business processes.

To start the concept of “Young

EHMA”, a yearly incentive for

deserving employees from EHMA

member hotels to participate at the

EHMA conference. It consists of a

separate educational session in line

with the topic of the conference,

conducted by EHL, and their

participation at the educational

program. Our goal is to open up

EHMA to the younger generation

and to create opportunities to

network and exchange ideas with

them. The project will create more

awareness about EHMA and in turn

we expect to gain more qualified

members for the association in

future.

SMART DATA FOR LUXURY

DESTINATIONS

This year’s topic is one of a series

of three: “Communication

Revolution” (Geneva 2015),

“Disruptors in Luxury Hospitality”

(Amsterdam 2017) and this

year “Smart Data for Luxury

Destinations”. In today’s age

of digitisation and big data,

sharing experiences between

experts and hoteliers becomes

ever more important. Hoteliers

must move away from their often

traditional thinking in today’s very

fast changing and increasingly

competitive business environment.

Digitisation and big data can no

longer be ignored. The world

is driven by technology. Digital

devices and smart data today are

part of our life; if we like it or not!

BRINGING TOGETHER

THE ELITE OF EUROPEAN

HOSPITALITY

Our mission is EHMA to be the

number one platform for collective

intelligence, education, networking

and professional development

among European hotel managers

of 4- and 5-star properties. In this

respect we feel responsible to keep

our members up-to-date with latest

developments and future trends

and yes, be a driving force behind

the best of smart data processing

and luxury expertise

IN TODAY’S AGE

OF DIGITISATION

AND BIG DATA,

SHARING

EXPERIENCES

BETWEEN

EXPERTS AND

HOTELIERS

BECOMES

EVER MORE

IMPORTANT


45 TH ANNUAL GENERAL MEETI

“Smart Data for Luxury Destinations”

PROGRAMME*

FRIDAY, MARCH 16 TH 2018

07:00 am - 24:00 pm

INDIVIDUAL ARRIVAL EHMA MEMBERS

Grand Hotel Meliá Don Pepe

Puente Romano Beach Resort

09:00 am -12:30 pm

MANAGEMENT COUNCIL MEETING

Marbella Conference Hall

Dress Code: Smart Casual

01:00 pm -02:30 pm

LUNCH MANAGEMENT COUNCIL

Restaurante Palmyra

Dress code: Smart Casual

03:00 pm - 06:30 pm

45 TH EHMA ANNUAL GENERAL ASSEMBLY

Grand Meliá Don Pepe – For Members Only

03:00 pm -05:00 pm

“YOUNG EHMA GROUP”

by Ecole Hôtelière de Lausanne By Mr. Ian Millar

05:00 pm - 05:30 pm

Coffee Break – Sponsor’s Time

08:30 pm - 11:00 pm

WELCOME RECEPTION –

COCKTAIL DINNER

Grand Hotel Meliá Don Pepe

Dress Code: Smart Casual

SATURDAY, MARCH 17 TH , 2018

08:00 am -10:00 am

Breakfast

Grand Hotel Meliá Don Pepe Puente Romano Hotel

08:30 am - 09:00 am

FIRST MORNING COFFEE

WITH SPONSORS

Grand Hotel Meliá Don Pepe

09:00 am - 06:00 pm

EDUCATIONAL DAY “SMART DATA

FOR LUXURY DESTINATIONS”

Gran Hotel Meliá Don Pepe.

Dress Code: Smart Casual

09:30 am - 04:00 pm

ACCOMPANYING PERSONS PROGRAM

ONE-DAY TOUR MARBELLA

Dress code: Casual


NG - MARBELLA

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 7

Marbella

Grand Hotel Meliá Don Pepe

Puente Romano Hotel

09:00 am -12:45 pm

EDUCATIONAL DAY MORNING SESSION

Grand Hotel Meliá Don Pepe

10:30 am -11:00 am

Coffee Break / Sponsor’s time

01:00 pm - 02:30 pm

Sponsors’ Lunch

02:45 pm - 06:00 pm

EDUCATIONAL DAY AFTERNOON SESSION

04:00 pm - 04:30 pm

Coffee Break / Sponsors’ time

08:30 pm - 12:00 pm

COCKTAIL & GALA DINNER

Puente Romano Hotel. Dress Code: Black Tie

SUNDAY, MARCH 18 TH , 2018

07:00 am - 11:00 am

Departure day Breakfast

Grand Hotel Meliá Don Pepe,

Puente Romano Hotel

*The programme is subject to changes


SPECIAL EHMA MARBELLA

Manuel Otero

President of Committee of the 45 th

EHMA AGM Marbella 2018

Spain’s national delegate of EHMA

SPOTLIGHT ON HOST

Andalusia – the perfect location for EHMA’s AGM 2018

As Spain’s national delegate of EHMA, but also President of Andalousia’s

Hotel Association, who better to tell us about the wonderful region

hosting this year’s AGM, and its key assets…

The region of Andalusia has an area

of 87,268 SQ km and represents

17.3% of the Spanish territory. It is,

on its own, larger than countries like

Belgium, Holland, Denmark, Austria

or Switzerland. Andalusia is the

main holiday destination for Spanish

nationals and one of the principal

destinations for overseas tourists.

Tourism is one of the main engines

of the economy in Andalusia. This is

reflected in the data of the number of

visitors received in 2017: we received

a total of 29.5 million tourists. Out

of this numbers, 59.3% came from

Spain, and foreign visitors represented

a total of 40.7% of the total, 11.5%

more compared to 2016 thanks to

the increase of German and Nordic

visitors, in addition to Americans, Irish

and Dutch. The average spend per day

of tourists in Andalusia is € 66.


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 9

What advice can you give EHMA

delegates to make the most of

their stay in Marbella?

We have a fantastic programme

for the educational day where the

best national and international

experts will come to talk about

hotel news events, mainly Smart

REGION

Data in Luxury Destinations, but

also other matters of international

tourist interest such as The Silk

Road.

Marbella, 5-star destination is the

new tourist slogan of the city,

this new motto of promotion

emphasises its condition of best

tourist destination of luxury of

Spain, ideal to host the Annual

Congress of EHMA. In addition,

Marbella is a great city to visit in the

month of March with an average

temperature of 20 degrees.

What is your vision of the

issues and perspectives of the

hotel industry here in one

of the most popular tourist

destinations in the world?

As in the rest of the world, one of

the main problems that concerns us

here is the offer of non-regulated

accommodation that harms

hoteliers, since they do not have

the same rules of the game and do

not have to pay the same taxes or

comply with the regulations legally

established for hotels. Likewise,

customers are more unprotected

staying in this type of nonregulated

establishment, exposing

themselves to risks that in a hotel

they would not have.

However, the government is

beginning to become aware of this

problem, and the non-regulated

rental companies are being

persecuted. A greater control of

the advertising and sale of this type

of business through the Internet is

demanded. Recently Airbnb.com

has been forced to publish the

legal registration number from its

clients as hotels are required to

do so

WE HAVE

A FANTASTIC

PROGRAMME

FOR THE

EDUCATIONAL

DAY WHERE

THE BEST

NATIONAL AND

INTERNATIONAL

EXPERTS WILL

COME TO TALK

ABOUT HOTEL

NEWS EVENTS,

(…)


SPECIAL EHMA MARBELLA

THE PROJECT IS OF PARTICULAR

INTEREST FOR ORGANISATIONS

WORKING IN THE HOSPITALITY

BUSINESS WILLING TO COMMIT

THEMSELVES AND JOIN THE NETWORK.

Anna Contardi

National Coordinator,

Associazione Italiana Persone Down

BECOMING MORE

DISABILITY-FRIENDLY

The Valueable network – already active in 6 countries

Anna Contardi, National

Coordinator, Associazione

Italiana Persone Down, tells us

about a project that is sure to

raise a great deal of attention

during this year’s EHMA AGM:

The Valueable Network.

Valueable pursues the objective

of consolidating and enlarging

the network of intellectual

disability-friendly hospitality

organisations through an already

tested rewarding scheme and

some tools that have been adhoc

designed to facilitate the

joining process.

Co-funded by the European

Commission, under the

Erasmus plus programme, it is

the result of a European project

that involves a multiplicity of

business and non-business

actors located in 6 different

countries (Italy, Germany,

Portugal, Spain, Hungary and

Turkey). Its aim is to enhance

Corporate Social Responsibility

and business social commitment

by promoting labour-market

inclusion of people with

intellectual disabilities through

the spread of targeted

placements (internships and/

or employments) in the hospitality

industry. Valueable already on

more than 80 committed hotels,

restaurants, and cafes which are

already working with people

with intellectual disabilities either

through internship or

employment provision.

The project is of particular interest

for organisations working in

the hospitality business willing

to commit themselves and join

the network


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 11

THIS CERTIFICATION

IS DEDICATED TO THE TOP

MANAGER IN CHARGE OF OVERALL

MANAGEMENT OF A HOTEL

Palmero Noschese

Area Director Italy,

Meliá Hotels International

LAUNCH OF NEW

CERTIFICATION PROGRAMME

Project Plan set to “fill a gap” in current processes

Palmero Noschese, Area Director

Italy – Meliá Hotels International

is to manage a session at this

year’s EHMA AGM on a new

system of certification for General

Managers.

The basis for the new European

Certification for GMs was created

by EHMA at the previous AGM

and has been proposed to CEN

with the aim of developing

a reference document, CEN

Workshop Agreement,

which specifies professional

requirements in the hospitality

industry.

EHMA Italy has already started to

certify Hotel General Managers

with Intertek, one’s the most

representative certification body

globally, accredited ISO 17024 for

certification of persons. Intertek

is also partner in the project with

UNI and CEN for the standard

developing.

Mr Noschese is particularly

well positioned to speak of the

plan, as besides supervising

and coordinating Melia’s

properties located in Italy - with

special delegation powers for

development, he is a member

of the Board of directors for

the AICA (Associazione Italiana

Catene Alberghiere, i.e. the

Italian Association of Hotel

Chains) as well as member of the

board of Federturismo (the Hotel

Industry Federation).

The future European document,

the CWA, will address the

evaluation of professional experts

in macro-process knowledge

and will guarantee their

competencies and abilities, filling

a gap of regulation in the current

standardisation process role for

the hotel industry.

This certification is dedicated

to the top General Manager in

charge of overall management

of a hotel regardless of its size

or facilities and who can be

regarded as the “Guardian of

Service Standards and Hotel

Reputation”. Since this is a

managing role, it must be

covered by senior and super

senior executives


SPECIAL EHMA MARBELLA

Ian Millar

Project Manager

METRO Innovation Chair & Senior Lecturer,

Ecole hôtelière de Lausane

ANALYSING SENTIMENT

Bringing hoteliers of tomorrow up to speed

EHL are working on a new

project for EHMA bringing

in “new talent”. We asked

Ian Millar, Project Manager

METRO Innovation Chair &

Senior Lecturer to tell us a

little more.

I will be working with young

EMHA on a session called “Smart

Data for Luxury Destinations”.

The competencies of a future

hotel manager will need to

include skills including how to

use technology to make better

business decisions. Sentiment

Analysis, which is behind this

session allows hotels to analyse

in real time, hundreds of

websites where consumers and

leaving data about their hotel or

destination. If you take all of this

data it is incredible how much

insight a hotel can have about

itself and its competition.

How will the group be madeup,

and how will it function?

There will of course be a

theoretical element to this, but

the core of this session will be

to work with a real sentiment

analysis tool in real time on their

own destinations. This will allow

the members to have a real-life

experience with real data.

What do you hope will be the

upshot of all this?

Young EHMA members will

leave this session with a clear

understanding of the subject

of sentiment analysis, what it

can add to the business and

how they can have a better

understanding of a new

technology and how they can

go back to their property and

implement this

YOUNG EHMA

MEMBERS WILL

LEAVE THIS SESSION

WITH A CLEAR

UNDERSTANDING

OF THE SUBJECT

OF SENTIMENT

ANALYSIS


ELITE TRAVEL TRENDS

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 13

© Falk Lademann

THE CHANGING

PARADIGM OF

LUXURY

The luxury travel market continues

to expand at a faster rate than the

sector at large, due to a number of

factors.

The main reason is an across the

board change in paradigm of just

what qualifies as luxury, and just

who “dips their toe” into the luxury

travel market. Far more than at any

time before, people from diverse

walks of life are becoming luxury

clients, whether it be for weddings,

anniversaries, honeymoons or other

special occasions. The second key

factor contributing to the growth of

the sector is the increasing interest

in travel in general by those who

have the means to travel. Today,

rather than buying another new

Porsche 4S, it could be more fun

to splash out on a ‘round the world

tour. It all augers well for the luxury

hotel market, but also engenders a

major change in dynamics for the

once-staid administration. Those

who pick up that challenge will no

doubt be the winners of tomorrow.

La Concha, Puente Romano

Beach Resort, Marbella


ELITE TRAVEL TRENDS

TRACKING THE TRENDS

Viewpoint of the GM of Les Roches Marbella

Carlos Diez

de la Lastra

Buigues

General Manager,

Les Roches Marbella

Carlos Diez de la Lastra

Buigues is General Manager

of Les Roches Marbella, part

of the global network of Les

Roches International School

of Hotel Management. We

asked him what he sees as

being the main stakes for the

industry at the moment.

Impatience, the value of

immediacy, wanting everything

and now, is something that is

already forcing us to rethink the

way in which the hotel interacts

with the client. The famous

chatbots will be one of the

stars of the new year. Artificial

intelligence will be at the service

of hyper-personalised attention

without the need for greater

human interaction.

The new heyday of bleisure is

nothing but the enrichment of

the traditional business line of

the business guest. The trend

is clear and overwhelming.

Already more than half

of business travellers take

advantage of their travel to

incorporate leisure activities

and even extend their stay for

this reason. It is not necessary

to highlight the value of this to

combat our eternal problem of

seasonality, nor that the axis of

value lies largely in the hotelier’s

capacity of innovation and

entrepreneurship.

There is also growing concern

for sustainability and integration

with the locals. On the one

hand this brings an opportunity

for diversification and the

enhancement of projects, hotels

and destinations, that were

previously outside the main

tourist activity centre, and on

the other it is a risk to be taken

into account due to the effects

of dreaded “overtourism”

THE

FAMOUS

CHATBOTS WILL

BE ONE OF THE

STARS OF THE

NEW YEAR.


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 15

Dr Kurt Grötsch

CEO, Silk Road Experience Group,

CEO, Chinese Friendly International

Dr Kurt Grötsch - CEO of

Silk Road Experience Group

and CEO of Chinese Friendly

International outlines the

latest evolution for hoteliers

wishing to attract more

Chinese clients.

THE SILK ROAD

A powerful emerging touristic

brand – and a great opportunity for

hotel operators

THE UNWTO

IDENTIFIES THE SILK

ROAD CONCEPT

AS ONE OF THE

MOST IMPORTANT

EMERGING TOURIST

BRANDS

The UNWTO (United Nations

World Tourism Organisation)

identifies the Silk Road concept

as one of the most important

emerging tourist brands in the

world and Tripadvisor confirms

in 2017, that 8 of 10 (81%)

travellers have heard of the

Silk Road, and 62% percent

of travellers indicate that they

are aware of the Silk Road as a

tourism destination.

However, there is only weak

infrastructure in terms of

communication and hotels to

attend a rising group of heritage

and experience orientated

travellers. Beside Caravanserais

or Musks, the nomadic tribes

of central Asian countries had

no chance to create material

heritages (civil, religious or

war constructions) or a diverse

gastronomy. This lack of heritage

could be supplied by themed

hotels, thematic and experience

tourism formulas on which is

already working the Silk Road

Task Force of the UNWTO. In

this context, we advise that the

hotel sector could and should

consider the Silk Road project

as an opportunity to participate

in the development of brand

and investment opportunities.

As an example, we will present

a hotel concept adapted to the

Silk Road circumstances to the

audience in Marbella 2018


ELITE TRAVEL TRENDS

CONCEPTS

OF PREMIUM

TOURISM

A leading European business

school spotlights the essential

nature of innovation

Ramón

Estalella

General Secretary ,

CEHAT (Confederación Española

de Hoteles y Alojamientos

Turísticos)

CHANGES IN

DEMAND, SUPPLY

AND MARKETING

CHANNEL TAKE

US TO A NEW

SCENARIO WHERE

NOT EVERYONE

WILL SURVIVE

Ramón Estalella, General Secretary of the Spanish Hotel and

Lodging Association (CEHAT) will be addressing this year’s

conference on a theme dear to the hearts of one and all. We

asked him to explain.

The conference will be related

to the concept of Premium

Tourism and what indicators are

being used, and studying to see

the evolution of luxury tourism.

There’s a tendency towards

personalisation of services,

which is becoming increasingly

important: important issues

such as new concepts in the

fields of catering, customer

loyalty, quality of food service

management, high connectivity,

and the change of concept of

mass marketing to specialised

marketing.

At the same time, it is necessary

to study how we manage to

get along with the innovation

in our company, how to recruit

our employees and how to train

them, and finally how we fulfil

our customers’ expectations.

In the luxury and maintenance

segment, the competitive

advantages of hotels are

changing a great deal. We’re

observing that the changes in

demand, supply and marketing

take us to a new scenario

where not everyone will survive.

We have to manage new

customers, in new places, with

new demands, giving much

more value to detail.

The Conference will be based

on the studies carried out by the

Instituto de Empresa (IE) on the

leading business school in the

European ranking, where I was

director of Tourism Programme

2012-2017


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 17

I WILL BE SPEAKING ABOUT

THE ONGOING ISO PROJECT

CONCERNING ACCOMMODATION

Maricruz Cádiz

Technical Director,

Spanish Institute for Tourist Quality

STANDARDS MATTER

Developing 12 new projects as part of

international standards projec

Maricruz Cádiz, Technical Director at Spanish Institute for

Tourist Quality, Leader of the ISO/TC 228 WG15 ISO 22483

Hotels, will be giving a presentation on ISO/TC 228. Sound

intriguing? Read on…

ISO/TC 228 is a committee

created in 2005 under the

twinned leadership of UNE

(Spain) and INNORPI (Tunisia),

with 98 countries and 21

Organisations in liaison

involved.

ISO/TC 228 is a technical

committee of the International

Standards Organisation (ISO)

responsible for developing

internationally accepted

standards for terminology and

specifications of the services

offered by tourism service

providers, including related

activities, touristic destinations

and the requirements of

facilities and equipment

used by them, to provide

tourism buyers, providers and

consumers with criteria for

making informed decisions.

ISO/TC228 has published 26

tourism voluntary standards

and we are currently

developing 12 projects in

topics such as diving, health

tourism, adventure tourism,

yacht harbours, bareboat

charters, volunteer tourism,

sustainable management

systems for accommodation

facilities or accessible tourism.

In concrete terms, I will be

speaking about the ongoing

ISO project concerning

accommodation, moreover

in hotels, where I am Project

Leader: ISO/TC 228 WG15

22843 Hotels.

In a couple of years, the

first ISO voluntary standard

regarding hotels will be

published.


ELITE TRAVEL TRENDS

Ignacio Maza

Executive Vice President,

The Signature Travel Network

SAME SIGNATURE – NEW AMBITIONS

The Signature Travel Network adds new hotels and points of sale

The Signature Travel Network continues to re-invent itself, developing new

programmes and tools to make its members more effective and more relevant

to consumers and travel partners. We asked the “member-owned” network’s

Executive Vice President, Ignacio Maza to tell us more.

This year, we welcomed 11 new leading

travel sellers to our network, including

Adelman Vacations and Hess Travel in the

USA, as well as the Magellan Travel Group

in Australia. Signature now generates

over US$7bn in

travel sales, and

SIGNATURE NOW

GENERATES OVER US$7BN

IN TRAVEL SALES (…)

has over 7,000

consultants

worldwide. We

added over 100

new hotels,

destination specialists, tour operators,

cruise lines and tourism offices to our

portfolio of preferred partners, as well as the

industry’s first preferred supplier agreement

with TCS World Travel. We expanded

our database to over 4.5 million names

and launched new consumer benefits. We

continue to invest in technology, ensuring

consultants have access to turnkey,

highly customised marketing and client

relationship management tools to better

serve travellers.

What do you see as being the key

trends in luxury travel as we enter

2018?

Consumers are looking for new horizons,

so we are seeing more inquiries for far-flung

destinations. We are increasing sales for

multi-generation/family travel, celebrationrelated

travel, active/adventure travel, as

well as solo travel. Overall, travellers are

seeking once-in-a-lifetime experiences,

expert advice, access to special venues and

personalities, unique itineraries, meaning,

fulfilment, and a sense of wonder in their

travels. Expectations are high, but we are

confident that we can deliver results


TOURISM IN EUROPE

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 19

© Angela Llop

EUROPE

TOURISM

IS BOOMING

Europe continues to prance out in the

lead of the global tourism market,

with all analysts forecasting continued

growth for the current period.

Europe’s success is due not only to

its extraordinarily diverse cultures,

landscapes, architectures and cuisines,

but also to the concerted efforts of

tourism industry professionals to

harmonise and professionalise the

offering. A key organisation in this

field is of course the European Travel

Commission (ETC), which this year

celebrates its 70th anniversary. Their

original aim was to collaborate in order

to promote the importance of tourism

in rebuilding Europe’s economy after

the devastation of World War II. With

early help from the US-sponsored

Marshall Plan, ETC played a pivotal

role in the revitalisation of Europe’s

tourism industry after the war. Since

then, ETC’s mission has remained

largely unchanged; promoting Europe

as a tourist destination in long-haul

markets.

Today, thanks to initiatives by

organisations such as the ETC, the

industry in Europe continues to evolve

in the “right direction”.

Vinya l’Ermita,

Gratallops, Spain


TOURISM IN EUROPE

EU FACTS

& FIGURES

Robust growth for European inbound tourism

Remarkable growth in Europe

has been led by Southern and

Mediterranean destinations. Europe

recorded 671 million international

tourist arrivals in 2017, just over

half the world’s total and 52 million

more than in 2016. This represents an

increase of 8%, a remarkable result

for the world’s most visited region,

comprising many large and mature

destinations.

Growth was driven by a strong

rebound in destinations that faced

security incidents in 2016, such

as Turkey, France and Belgium, as

well as the sustained strength of

many destinations. Southern and

Mediterranean Europe, the world’s

most visited sub-region, led this

notable increase, welcoming 30

million additional arrivals (+13%)

and reaching a total of 267 million.

Western Europe (+7%) also recorded

robust growth, while arrivals in

both Northern Europe and Central

and Eastern Europe grew by 5%.

Virtually all major source markets

showed strong demand for European

destinations in 2017, both inside

and outside the region. The recovery

of the Russian outbound market

also benefitted many European

destinations.

Growth in 2017 was led by Southern

and Mediterranean Europe with an

extraordinary 13% increase in arrivals

and all destinations reporting growth

rates at least above 6%. Results were

driven by the recovery of Turkey

(+29%) and the continued strong

growth of other major and emerging

destinations. The sub-region’s largest

destination Spain (+9%) reported 82

million arrivals in the full year 2017,

about 7 million more than in 2016,

an outstanding result for such a large

base volume and following already

sustained growth in previous years


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 21

Susanne

Kraus Winkler

President, HOTREC

HOTREC - WHAT’S HOT?

Key issues in 2018 as seen by HOTREC

President Susanne Kraus Winkler

Susanne Kraus Winkler,

President, HOTREC, is

participating in this year’s

EHMA event in Marbella. We

asked the key issues are for

HOTREC this year with regard

to EU strategy.

Right now, there are quite a lot of

different topics on the EU table,

with which HOTREC is dealing. It

starts with the ongoing shadow

economy issue, then the revision

of the waste framework directive,

a future policy initiative to tackle

the issue of trans-fats in food, the

fitness check of the EU General

Food Law (GFL) Regulation, a

new proposal of the Directive:

“Transparent and predictable

working conditions in the EU”

replacing the current Written

Statement Directive, the general

Data Protection regulation

coming into force in May 2018,

adopted conclusions on crossborder

aspects in alcohol policy,

the revision of the Directive

on the energy performance of

building, the Communication

which sets-out the EU’s strategy

on plastics, the free tap water

discussion in restaurants, and the

proposal for reform of VAT rates ,

only to mention a few.

But HOTREC is also dealing with

the changes in our hospitality

world. We have to understand

that old role models of managing

our hotels and restaurants as

well as our teams and how


TOURISM IN EUROPE

HOTREC

DIGITAL TASK

FORCE UNDER THE

CHAIR OF MARKUS

LUTHE FROM IHA IS

STILL INTENSIVELY

WORKING ON

UNFAIR PRACTICES

OF OTAS AND

FOR A FAIR LEVEL

PLAYING FIELD

WHEN IT COMES

TO RATE PARITY

ALL OVER EUROPE

we understand the needs

of our guests might differ a

lot from what we were used

to. Most of the challenges we

face, like sharing economy,

digitalisation of distribution

and communication as well as

digitalisation of operational

processes, over tourism in some

destinations, a dramatic lack

of skilled labour, transparency

and political changes, which

cause problems in surrounding

regions or safety and security

challenges in some areas, need

solutions, which cannot be dealt

only by the hospitality industry

itself and not at all by the SMEs

themselves. We need common

solutions and even more

intensive cooperation to manage

the future of our industry, there

won’t be quick or easy solutions.

all over Europe and not only in

those countries, which could

manage to get regulations in rate

parity. HOTREC just launched the

next digital distribution study

and is closely watching the draft

regulation on platforms from

the Commission. We will also

look intensively into restaurants

this year. In addition, on the

European Commission level the

launch of the EU Blockchain

Observatory and Forum was

announced. With the support of

the European Parliament it will

highlight key developments of

blockchain technology, promote

European actors and reinforce

European engagement and

the ECJ’s decision on the UBER

case might need some more

competition law activities about

similar offers

Meanwhile, our Digital Task

Force under the chair of Markus

Luthe from IHA is still intensively

working on unfair practices of

OTAs and for a fair level playing

field when it comes to rate parity

Susanne Kraus Winkler at

the European Tourism Day

organised by the European

Commission


INNOVATIONS & TECHNOLOGIES

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 23

© Ed Reeve

CAUGHT UP IN THE WEB:

CONTINUED GROWTH FOR

ONLINE BOOKINGS

According to the latest

report by PhocusWright,

online bookings continue to

outpace the broader market.

In 2017, online bookings

were projected to total €138

billion, representing 51% of

the total market.

Mobile channels supplier

and online travel agency

(OTA) apps and mobile

websites are driving most

of the growth. Mobile travel

bookings were projected to

climb 21%, and will have

represented nearly one

fourth of all online bookings

in 2017. Online supplier direct

channels will have captured

two thirds of online bookings

in 2017, compared to just

one third for the supplier OTA

channel.

The hotel category is the only

segment where OTAs have a

strong lead over suppliers in

attracting online bookings.

But large chains are expected

to reduce their dependency

on the two dominant OTAs

Booking.com and Expedia

as they focus on promoting

their own online booking

channels. Recent legal rulings

that ban hotel rate parity

clauses also favour online

direct hotel bookings.

MGallery Victory House Leceister Square,

London, UK


INNOVATIONS & TECHNOLOGIES

Álvaro Carrillo

de Albornoz

General Manager,

Instituto Tecnológico Hotelero (ITH)

INNOVATE – YES… BUT

HOW AND WHY?

Examples of innovative thinking applied

to the hotel business

Álvaro Carrillo de Albornoz, General Manager at Instituto Tecnológico Hotelero

(ITH) tells us about the main themes of his conference at this year’s EHMA AGM.

There are a number points being covered

in the conference: What does innovation

actually, mean? What can one identify or

understand as innovation within the tourism

industry? What do we, the tourism sector,

and in particular the hotel sector, innovate

for? How can a hotel stand out from its

competitors? How to apply innovative

ways of thinking to really make a difference

within the sector? Technology and its

impact in our society: New behaviours; and

the newest technological developments

- the future awaits (wearable technology,

smart data, IoT, AI, deep learning, etc.)

In will go over the concept of innovation,

and its meaning to the tourism sector,

and then review some good examples of

innovative thinking applied to the hotel

business. A very relevant aspect of the

conference deals with the way to transform

innovation into a competitive advantage

to stand out over the competitors within

what it is a very demanding sector. Finally,

we can’t forget about the most important

thing: target markets… audience.

Technology evolves expeditiously, so does

our society. Those technologies that are

springing up today are going to become an

essential part of our lives very soon, and the

way our behaviour as individuals change,

makes a necessary point to carefully look at

for the hotel industry


Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 25

José Luis

Calvo Salanova

Cognitive Computing Director,

Sngular

THE

UNUSUAL

PACE OF

CHANGE

What can be expected

in the next years

from a technology

perspective

Jose Luis Calvo, Cognitive Computing Director, Sngular, will

be speaking at the EHMA AGM on the topic of the “unusual

pace of change we are enjoying and suffering, and what

can be expected in the next years from a technology

perspective”. We asked him to tell us a little more.

I intend to cover 4 technologies:

Artificial Intelligence as the

main driver, Virtual Reality,

the Internet of Things and

Blockchain as the most

promising technologies for

the next years, and potentially

able to impact the industry. I

will complete the «state of

the art» of the technology,

with several examples from

the 3 innovation horizons

(H1, innovation at youcore

business, H2, innovation at

your side/complementary/

edge business, and H3,

innovation at the disruptive

business or the meteor)

The main change to come

is going to be continuous

change(!) From a technological

perspective, it is going to be

Artificial Intelligence, which

will create a greater disruption

than the one that has been

created by the Internet.

Hoteliers should be prepared

to accelerate their innovation

pace, which means start to

experiment fast, cheap and

learn from it. Also, start

to think out of the box for

potential H3 scenarios

THE MAIN

CHANGE TO COME

IS GOING TO BE

CONTINUOUS

CHANGE


INNOVATIONS & TECHNOLOGIES

CHANGE DOESN’T JUST

MEAN PAIN

Different ways of approaching the customer

experience

pool etc. Today this is changing.

The experience includes digital

experiences, all along the entire

customer journey. From booking

to feedback.

Dietmar

Dahmen

Creative consultant, visionary,

futurologist, innovation expert

CHANGE IS

VERY GOOD…

AND I’LL HELP

PEOPLE SEE THE

OPPORTUNITIES

Hotels sell EXPERIENCES… be

that for private individuals,

families or to the business

traveller. The EXPERIENCE

is the ASSET of the

hotel. Dietmar Dahmen, in

his presentation at this year’s

EHMA AGM, will explain how

this is evolving…

Traditionally this experience was

centred around the PHYSICAL

amenities…. how the room

looks like … or your gym… or a

In my talk, I will help to navigate

all this change. I will show what

is happening and what you need

to do, in order to keep up with

those trends. I will talk about the

difficulties you might encounter

when you start to change and

how can use change to become

stronger than you have ever been

before. CHANGE IS VERY GOOD…

And I’ll help people see the

OPPORTUNITIES… and not just the

“pain” that comes with change.

Every business centres around the

CUSTOMERS. And DATA centres

around customers. So, every

business needs to EMBRACE

DATA. This is not easy, but today,

Artificial Intelligence helps us

analyse all the data we have and

to organise the collaboration of

all the different aspect to tourism

and even to PREDICT what a

travel might need, BEFORE he or

she said s/he need it


SPONSORS

Hotel & Tourism

SMARTreport

SPECIAL ISSUE #09

March 2018 27

More magazines by this user
Similar magazines