We have just opened the doors to the new year and we are all wondering what it will be like, what will happen, when we will return to normality.
At the moment we are still in a very delicate moment, in which tourist demand is closely conditioned by the evolving of the health situation.
Many companies have been put to the test during 2020, but there are also those who have managed to improve their performance. One relevant example that we would like to share is the Buone Vacanze Hotel & Resorts group, which has managed to simplify and make the structures more efficient in managing direct requests, especially during the summer period when there was a real boom. Emilio Ramundo, sales director, says[1] that, thanks to the introduction of a new Guest Reservation Management system, there has been great improvements in terms of service. In fact, 100% of the quotes were managed in 12-18 hours, compared to the 24 hours that were previously used, and the direct relationship with the guests remained the key focus. This is demonstrated by the fact that guest is followed at all stages, thanks to efficient and emotional communication, a quality considered fundamental by the hotel chain. This modus operandi has also benefited the 2020 business, which has seen a significant increase.
Positive developments have been showed also in the wine business. The Piccini family[2], which inaugurated a new estate in Casole d’Elsa (SI) at the beginning of 2020, proved its proximity to the consumer by investing in communication through institutional television commercials and boosted the e-commerce channel to allow the purchase of premium labels that were previously distributed only by restaurants. In terms of volumes, the year ended with an increase of 3% in Italy compared to 2019, 9% abroad and around 300% on the e-commerce channel, thus allowing the continuity of full-time work for all employees, as well as an expansion of the company’s workforce.
These examples highlight the need to re-evaluate business models, adapting them to emerging market needs, thus making them flexible and resilient, also by leveraging digital tools. It is crucial, however, to always maintain a direct relationship with the final consumer. Emilio Valdameri, head of Hospitality & Leisure at the Gabetti Group, says[3] that the period we are going through has turned the status of certain changes to structures and management of the Italian hotel industry in essential and urgent. Bernabò Bocca, president of Federalberghi, adds[4] that it is very likely that at the end of this long “desert crossing” we will find ourselves facing an even more competitive market, where the quality of the offer will make the difference.
Therefore, which are the main action’s priorities that tourism operators should integrate into their sales strategy?
In line with the findings of a report[5] issued in October 2020 by the Gabetti Studies Office, in collaboration with Federalberghi and Enit, regarding the trends and opportunities in the hospitality sector of the future, we share the need to focus on the following keywords: quality, sustainability and professional training.
Let’s see them in detail.
QUALITY
The first step in revitalizing the hospitality sector is to re-evaluate the hotel and its services in terms of quality, bearing in mind the changes in the behaviour and habits of guests that have emerged in this period. The hotel, or more generally, the accommodation structure will be conceived as a place able to offer innovative and qualified spaces and services, for example dedicated areas for smart-working, relax environments, multifunctional spaces that can be converted for small events or special occasions, services for leisure and sports. We must always remember that the primary objective is the guests’ satisfaction and, thanks to the presence of multifaceted spaces, we will be able to accommodate every type of need and make them feel at home.
Furthermore, the acceleration in the use of digital tools has allowed us to streamline certain procedures. One example is the introduction of web check-in, which few people used before, and which allows us to speed up bureaucratic processes, enabling us to focus more on the human dimension of guest relations.
Closely linked to the concept of quality is the search for safety in the guest experience. People will be very attentive to the cleanliness and sanitation of the environment, as well as to social distancing. As well as taking care of this aspect, it will also be important to communicate it correctly to the final consumer, both through web portals, e-mail and in person when they arrive at the facility. Observing with their own eyes that the promises described on the web or communicated on the phone have been implemented, will help to reassure our future guests and make them feel comfortable.
SUSTAINABILITY
The online magazine About Hotel confirms that travellers are increasingly turning to facilities that adopt sustainable systems. European legislation stipulates that, by July 2021, single-use plastic must be banned from hotels, and waste production, water and energy consumption must be kept under control. A hotel can be considered green when all the measures implemented are aimed at reducing its environmental impact and promoting human capital through better management of finances. Many companies are specializing in ecological supplies in order to support this shift, especially with regard to the courtesy line. FAS Italia, for example, has developed accessories made from plant-based bioplastics such as shower caps, tooth sets, vanity sets and solid shower shampoos that eliminate the production of plastic bottles. At Borgo Pignano in Tuscany, on the other hand, all products from the estate’s farm are offered to guests, and what is not produced in-house comes from the surrounding area, in order to support the local economy. The Borgo also uses rainwater to feed the gardens and lake water to irrigate the farmland, as well as solar panels and wood chip boilers to power the heating and hot water systems.
PROFESSIONAL TRAINING
Tourism industry is a human capital-intensive business, where resources play a decisive role in ensuring the high quality of service. We find ourselves in a hyper-competitive global market populated by increasingly informed, sophisticated and demanding guests. It is therefore essential to identify and retain the best talents, through the enhancement of skills and continuous learning, in a long-term perspective. In this context, it is necessary to stimulate both hard and soft skills of every single employees. This means that, in addition to the conscious use of digital tools, it is essential to work on those relational and communication skills that make the difference, especially at such a particular time. It will be a matter of identifying new forms of guest service, developing creativity and innovation in interpreting needs and satisfying them, while respecting the new regulatory, structural and organizational requirements. According to Deloitte’s “The voice of the European Workforce 2020” study, published in October 2020, which collected the opinions of more than 10,000 workers, the most requested skills when we will reopen our doors to tourism will be:
- adaptability
- ability to work in a team
- ability to develop creative and out-of-the-box thinking
In a world that is constantly evolving, investing in our own human resources, through personalized training and constant updating, is strategic for both company and business development.
This is how the very concept of hospitality is changing: accommodation is no longer just a place to stay overnight, but a space where you can also spend part of the day. Starting from the demand analysis and the new guests’ needs, it will be necessary to reposition our companies on the market by investing, in order to readjust our services through a series of changes.
It is essential at this time not to be overwhelmed by new technologies and new changes, but rather to integrate them and use them to improve and speed up the service, always keeping human contact and personalization of the service at the foundation of our business.
Albert Einstein said: “It is in crisis that creativity, discovery and great strategies arise. The man/woman who overcomes the crisis overcomes himself/herself without being “overcame”.
Francesca Capece
Content editor
Hospite – The Italian Hospitality Academy