“ Job one is discovering Just how many of our customers are actually using social media ,
Dial operations
People — especially employees — must come first in 2015 . Hoteliers need to be proactive about training and retaining staff , says Russell Kett , chairman , HVS London . Plus , connecting with guests online will become even more important .
HOTELS : What do you see as the next major operational revolution ?
Arash Azarba , president , SBE , Los Angeles : Loyalty programs need to evolve . We have a customer base that skews toward Millennials . Points- or rewards-based loyalty programs do not resonate with that audience . Instead , we ’ ve created The Code ( which includes discounts , promotions and rewards at the company ’ s casinos as well as other exclusive benefits ), which harnesses our customers ’ preferences to provide exclusive access and personalized offers . H : What is one thing hoteliers can do better ? Omer Kaddouri , president and CEO , Rotana , Abu Dhabi : Social media . Job one is discovering just how many of our customers are actually using social media , how much interaction they want from us at this level and how we can best leverage it to serve both our guests and our own brand values . H : What ’ s next in online brand-building ? Jason Pomeranc , owner / partner , Sixty Hotels , New York City : We ’ re focused on publishing blogs and narrative creation rather than just Facebook and Twitter posts . Our blog — featuring original work from a collective of contributors — is an unconventional dossier of what is happening in arts and entertainment , dining and nightlife , literature and pop culture .
H : Where are hotels leaving F & B revenue on the table ?
Pomeranc : A lot of restaurants and bars sometimes overcomplicate their food ; over-design their spaces to try and force a vibe ; and focus heavily on the party scene . People are seeking more casual environments and cuisine .
We ’ re collaborating with John MacDonald at Sixty SoHo on new concepts for all of our F & B offerings that will have this casual sensibility . The experience will be sophisticated and chic , but it ’ s also mature and offering a style that is perhaps more of a classic experience .
H : How should hotel companies beef up their sales and marketing initiatives ?
Bobby Saw , assistant vice president – revenue , Dusit International , Bangkok : It ’ s not just about software . Training is key , but it ’ s also about how intelligently you interpret that information — how the software is utilized , optimized and analyzed .
H : What will be the biggest challenges of operating in China in 2015 ?
Christopher Sheldon , executive vice president , Jinjiang MetroPolo Hotel Management Co ., Shanghai : Attracting employees is one problem . We need to upgrade our HR skill set and work with a younger generation more capable of thinking for themselves .
H : Where do you see channel management trending in 2015 ?
Gabriel Escarrer , vice chairman and CEO , Meliá Hotels International , Palma de Mallorca , Spain : Our company is currently focused on channel integration . We plan to devote more resources to digital channel management and direct sales with a larger team and better technical support . But we still believe the OTAs and traditional agencies , as well as on- and offline tour operators , are relevant . H : What are the new revenue priorities ? Dave Sibley , CEO and president , White Lodging Management Division , Merrillville , Indiana : Our biggest challenge is to change the thinking from growing market share to growing profitable revenue that grows NOI . STR does not measure revenue that comes with certain pieces of business , nor the cost to obtain those pieces of business .
“ Job one is discovering Just how many of our customers are actually using social media ,
how much interaction they want from us at this level and how we can best leverage it to serve both our guests and our own brand values .”
– Omer KaddOuri , rOtana
www . hotelsmag . com December 2014 HOTELS 23