Hotel & Tourism SMARTreport - 2018 EHMA Special Edition

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