Playful persuasions

Lucerne (April 26, 2013). The figures sound phenomenal but they also entail risks: last year, there were one billion travellers worldwide for the first time; this year, it will already be 1.35 billion, and by 2050, it will be three billion! But how can these masses of people be reached in terms of marketing, how can they be guided on their travels, with which staff will they be served at the destinations and in the hotels? Last week, the 3rd "World Tourism Forum" in Lucerne (WTFL) provided food for thought on this matter. The daily routine of tourism will be influenced by three factors: internet technology, sustainability and shortage of talents. Here, an evaluation of the experts on IT: the linking of offline and online is increasing, the playful persuasion of the customer is top priority. The trend is shifting from an overflow of information to relevant information only. However, linking these pieces of information with other commercial models is still in the early stages of development. But the aim is clear.

Editorial May 17, 2013 - Strategies and Savings

Dear Insiders,
Action is again on the cards in Arabia. Even the rulers of the smaller Emirates want a hotel jewel, and the international players offer them every brand. The global chains are now concentrating on spreading their brands in the Middle East, in the Emirates as well as in more important countries. The desire for luxury combined with the desire for expansion - won't that end in a price war across the desert sands?
Other battles are being had by the major shareholders of Accor and the new Board Chairman of TUI. Accor CEO Denis Hennequin has had to go, though asset light stays. Just how this will effect the strong German market together with the austerity drive from Paris is explained by German Managing Director Michael Muecke.
Hefty savings are also to be made by TUI. Board Chairman Friedrich Joussen is introducing massive changes in the tour operator's hotel strategy. And "Mr. Hotel" Karl F. Pojer has had to say goodbye to his beloved hotels. One thing is clear here: The cost structure of the Robinson Clubs is too high. In 2012, the creators of this brand were celebrated as "Hotelier of the Year", a respected industry award in Germany.
How do you win the battle for qualified employees? Employers are polishing their image! Hotel companies are meanwhile digging deep into their pockets for quality seals - and are noting some thoroughly positive effects.
In Frankfurt meanwhile, the Qube has opened - the first German hotel for the Chinese, a baby born of the partnership between the Spanish Meliá Hotels and the Chinese developer Greenland. Steigenberger, on the other hand, prefers to expand at home for the time being, in Stuttgart with a third hotel. The Thai Banyan Tree Hotels are having a similar experience. It too is currently expanding mainly in Asia and the Middle East; Europe remains difficult, though still in focus.
Also more news and trends, for instance on international travel expenses and the preferences of German golden agers. Enjoy! – The full editorial …

ITB Hospitality Day 2013 on YOUTUBE