EDITOR ’ S DIARY
PASSION FOR HOSPITALITY
VALUES-BASED
BUSINESSES
When considering the cesspool that is the geopolitical landscape , what tends to surface more often than not is cynicism , head-shaking and disengagement , especially among younger generations – your next group of potential guests .
Millennials and those that will follow , Gen Z , lament about how there seems to be little regard for basic values . They protest , they boycott and they are very quick to share their dislike for products , people and brands . I expect their voices will only get louder , and you ’ d better be paying attention .
Editor In Chief
During HOTELS January roundtable about how hotel brands need to evolve at an even faster pace in response to disruption , one of the last comments of the morning , made by Hilton President of the Americas Danny Hughes , stuck with me . He said one of the biggest trends to watch is not co-working , homesharing or wellness , but affinity driven through a values base . People who want to do business with you , or even work for you , want to know your true north , your purpose , and they want to share many of your values . Hughes believes this concept will dramatically change the landscape . “ When I listen to my college kids and their friends , they ’ re going to make choices based on that ,” he said .
His statement caused me to pause and think about how well hoteliers are evolving toward values-based businesses . I thought about a few independents and small brands whose consciences are the backbones of their brands , and they go beyond cool experiences in the lobby . They are on the right track , but they are few and far between . Then I thought about the rest of the hotel universe and how more and more players are publicizing their expanding humanism . I read about their new programs to remove plastic packaging and reduce their carbon footprints , to support local neighborhoods and to protect their guests ’ privacy .
All too often , though , that is where the boasting stops . I don ’ t read or hear nearly enough about the results or impact — or we get general statements about the effectiveness of these programs , which are more often severely lacking in details and bottom-line results .
If you want to raise your profile with next-gen guests who are likely the most cynical consumers you will ever meet , start talking more about specific results of your values-based efforts . Put more faces forward to tell their stories . Show the data supporting the ROI of your sustainability programs . It will catch our attention and that of Danny Hughes ’ college kids and friends . I do agree with Danny : This movement is likely to explode and could very well make the biggest difference in your bottom line .
EDITORIAL Jeff Weinstein , Editor In Chief 1.312.274.2226 E-mail : jweinstein @ hotelsmag . com Barbara Bohn , Managing Editor 1.312.274.2209 E-mail : bbohn @ hotelsmag . com Chloe Riley , Associate Editor 1.312.274.2229 E-mail : criley @ hotelsmag . com Bert Ganzon , Senior Art Director 1.312.274.2227 E-mail : bganzon @ mtgmediagroup . com Steve Vanden Heuvel , Senior Art Director 1.312.274.2218 E-mail : svandenheuvel @ mtgmediagroup . com Brittney Hackbart , Associate Art Director 1.312.274.2216 E-mail : bhackbart @ mtgmediagroup . com Carolina Martinez , Freelance Design E-mail : cmartinez @ mtgmediagroup . com Bill McDowell , Vice President , Editorial Director 1.312.274.2201 bmcdowell @ mtgmediagroup . com
CONTRIBUTING EDITORS Judith Crown , Megan Rowe , Juliana Shallcross , Erin Sund
PUBLISHING David Wood , Publisher 1.312.274.2225 dwood @ hotelsmag . com Bill Kinross , Vice President , Group Publisher 312 / 274-2214 bkinross @ meatingplace . com
INTERNATIONAL ADVISORY BOARD Nakul Anand Executive Director , ITC Ltd ., Gurgaon , India Stephen Bartolin President , Broadmoor Sea Island Co ., Colorado Springs , Colorado Alex Kyriakidis President and Managing Director , Middle East and Africa , Marriott International , Dubai Christopher Nassetta President and CEO , Hilton Worldwide , McLean , Virginia Monika Nerger Chief Information Officer , Mandarin Oriental Hotel Group , Atlanta Paul Sistare President and CEO , Atlantica Hotels International , São Paulo Susan Terry Vice president of culinary and food and beverage operations , Marcus Hotels & Resorts , Milwaukee , Wisconsin
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6 hotelsmag . com May 2019