At the top end of the hospitality market it is not all about growing an empire as quickly as possible. It is about getting things right and pushing the product to be the very best it can be.
There is a focus on attracting ‘the right kind of customer’, who will bring in a lot of revenue. Consumers are attracted to 5* properties because they are a step above the rest and can be relied upon to offer them what they need.
So what kind of customers use 5* hotels? How important is it to build brand awareness? And where does a 5* product sit within the rest of the market? Answering these questions are:
Andrew Boshoff, Head of Strategy & Development, Global Hotel Alliance on a loyalty programme that targets upmarket, international travellers
Haddis Tilahun, Executive Director, United Africa Group on leading the way with five star hotels
Reto Wittwer, President & CEO, Kempinski on the idea that luxury equals individuality
Taras Ettl, VP – Development, Middle East & Africa, InterContinental Hotels Group on answering the demand for a five star business brand
If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do see here. It’s free.
Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.
Growing complexities in the contemporary environment don’t help in trying to paint a picture of your consumer. Technology, and more specifically the Internet, has opened up a wealth of opportunities but, some would argue, also a plethora of headaches.
Consumers are being seen to completely change the way they purchase everything. Hotel brands have to be malleable to this in order to retain loyal customers as well as attract new ones.
Experts this week discuss this change in the way consumers behave and the new ways of appealing to them:
- Sir Nigel Knowles, co-CEO of DLA Piper on the fundamental shift consumers have taken, away from traditional behaviours.
- Ed Fuller, former CEO & MD of Marriott International on appealing to a consumer with multiple brands.
- Kingsley Seevaratnam, of Westmont Hospitality Group, on the new found sophistication consumers bring to the table.
- And Prof. Ian Goldin, of Oxford University on the fine line organisations walk when using technology.
If you’ve been sent to this page but you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.
Video clips produced by yBC.tv for the Hospitality Channel, including interviews from industry conferences such as the most recent IHIF conference as well as specific Hospitality Channel shoots.