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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
