DIGITAL DIVIDE ?
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Monastero Santa Rosa Hotel & Spa on Italy ’ s Amalfi
Coast sits on a cliff overlooking the Bay of Salerno .
Mixing things up
Michael Toolan
Affinia Hotels associates learn that stateof-mind affects quality of service during training by mixologist Dushan Zaric .
Monastery makeover
Their Serene Highnesses Prince Albert II and Princess Charlene of Monaco welcomed Monastero Santa Rosa Hotel & Spa to Italy ’ s Amalfi Coast this past May , as the royal pair were the hotel ’ s first guests .
The property — originally a 17th century monastery — sits on the edge of a cliff overlooking the Bay of Salerno . Each of its 20 sea-view rooms and suites are named after one of the historical herbs still grown at the site , and Monastero Santa Rosa ’ s Ristorante features the space ’ s original vaulted ceiling . Guests also can enjoy a full-service spa , heated infinity pool and multiple gardens on the hotel ’ s five terraced levels .
American Bianca Sharma owns the property , which tallied development costs well over US $ 1.25 million per room . Rates start at approximately US $ 375 and go up to US $ 3,000 depending on the room and the season .
A mixologist can teach hotel employees about more than just mixing drinks — at least that ’ s what Affinia Hotels believes .
Affinia , operated by Denihan Hospitality Group , brought mixologist Dushan Zaric to its hotels in New York and Washington , D . C . Zaric guided staffers through experiments such as making a cocktail using identical ingredients and directions but later demonstrating each drink tastes different based on its creator ’ s state of mind .
“ I ’ m inspired by these trainings ,” says Oneca Hitchman , who works at Affinia Shelburne in New York . “ They help to manage the range of situations we encounter , so I can leave every guest with a smile .”
DIGITAL DIVIDE ?
A digital gap is growing in the corporate world , with companies already investing a lot in social media expected to do so even more in future , while companies currently not investing in digital media are not planning to do so going forward , according to a survey of 1,222 businesses in the United States , Great Britain , The Netherlands , Belgium , Germany and France organized by Belgium-based InSites Consulting . Other survey findings include :
• Only 11 % of companies surveyed are integrating their social media approach into their overall corporate strategy .
• Social media usage is far higher in the United States than in Europe : 80 % of American companies surveyed use Facebook , 45 % have a Twitter account , 48 % are present on LinkedIn and 31 % use YouTube .
• Eight out of 10 U . S . companies answer client questions and complaints via social media .
“ Even though there is a clear digital evolution and pull among clients , there are still companies not convinced that they too have to go with the evolution ,” says InSites Partner Steven Van Belleghem .
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“ There was a phase when hotels gave up on F & B . Why bother if it is a loss leader ? We really bother , and make money . You can ’ t be overly obsessed with hotel margins and require an 18 % beverage food cost and a 21 % food cost . Actually , if you had 21 % beverage costs and 24 % food costs you might make more money off a higher base revenue .” – Brian Williams , managing director , Swire Hotels , Hong Kong
72 HOTELS September 2012 www . hotelsmag . com