ALAIN DEBARE, CHIEF EX­EC­U­TIVE OF­FI­CER AC­TION HO­TELS

HotelNews Middle East - - Ahic Preview -

WHAT DO YOU FORE­CAST WILL BE THE BIG­GEST DIS­RUP­TOR TO THE HOS­PI­TAL­ITY IN­DUS­TRY IN 2018, AND WHY?

Dis­rup­tion is the new nor­mal, not just in the hos­pi­tal­ity sec­tor, but across all in­dus­tries and many dis­rup­tors have been present for so long now, that they are sta­ple in­flu­ences and most cer­tainly con­sid­ered in ev­ery stage of our out­comes and plan­ning at Ac­tion Ho­tels. It’s our job to turn dis­rup­tion into ‘pos­i­tive dis­rup­tion’, ev­ery time. The ma­jor dis­rup­tors that we face each day in the hos­pi­tal­ity in­dus­try are the fast-paced, con­stantly evolv­ing and emerg­ing tech­nolo­gies, in­clud­ing ever adapt­ing on­line book­ing plat­forms and the al­waysac­tive, deeply-em­bed­ded, wide-spread so­cial me­dia phe­nom­e­non. We have to em­brace these new tech­nolo­gies and evolv­ing with them to en­sure we pro­vide bet­ter guest ex­pe­ri­ences, that is the end game.

On one hand, the in­dus­try ap­pears to have pos­i­tively em­brace dis­rup­tion from tech­nol­ogy, with loy­alty pro­grammes named as just one ex­am­ple. Con­versely, ho­tel op­er­a­tors seem to strug­gle to keep up with evolv­ing con­sumer be­hav­iors and new con­sumer trends. Prod­uct of­fer­ing and ser­vice style and cul­ture of­ten lag be­hind cus­tomer ex­pec­ta­tion. It’s all well and good that an es­tab­lished brand name sug­gests prod­uct con­sis­tency, in­stant recog­ni­tion and a seal of qual­ity, but it’s no longer enough to grow busi­ness.

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