ALAIN DEBARE, CHIEF EXECUTIVE OFFICER ACTION HOTELS
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.