Akunakuphika ukuba amaxesha anzima kumzi mveliso wokuhamba ngoku. Naphi na apho ujika khona, ihotele okanye indawo yokuphumla ibonelela ngexabiso elithotyiweyo, ubusuku obusimahla okanye enye inkuthazo. Iinqwelomoya zitshixelwe kwiimfazwe zamaxabiso kwaye zikhupha amaxabiso asezantsi njengoko zibiza yonke into ngaphandle komqamelo wesihlalo.
Kwimarike yobunewunewu, izinto azikho ngcono, kwaye ngezinye iindlela zibi nakakhulu. Imiyinge yohambo oluphakathi kunye nobunewunewu behle kakhulu. I-avareji yabemi baseMelika (kwanaphakathi kwabami kakuhle baseMelika) baziva bengathambekele kangako ekubhubheni, kwaye kukho ukwehla okukhulu kuhambo lweshishini. Ngeefemu zaseWall Street ziva ubushushu, kunye neenkampani kuyo yonke indawo zijonge ukonga, ukurhoxa kweentengiso, iintlanganiso kunye nokuzuza abathengi obenze umqolo weshishini kuye kwanyamalala.
Ke ukuba uligcisa lokuhamba elitofotofo, kufuneka wenze ntoni?
Iqela labashukumi kunye nabashukumayo kuhambo kunye namashishini anxulumeneyo baqokelelene mva nje kwi-Montage Beverly Hills yoMnyhadala wokuHamba + noLonwabo lweMarketwatch ukuze bazame ukufumanisa oku. Emva kwayo yonke loo nto, ngelixa uninzi lwabo lwalulindele kwaye luqikelele ukuncipha kwemarike yodidi oluphezulu, akukho namnye owacingayo, njengoko uRay Brunner, i-CEO ye-Design Within Reach, wayibeka ngokufanelekileyo, ukuba kwakunokwenzeka "ukuwisa iliwa ngaphandle kokushiya amanqaku e-skid. ”
Olona khuselo lulungileyo lukhubekiso lwePR
Umyalelo wokuqala weshishini yayizii-PR salvos ezimbalwa. Kakhulu ngendlela efanayo neshishini lezophapho labucala kuye kwafuneka likhumbuze abantu ukuba ayisiyiyo nje malunga neekati ezityebileyo ezinxibe iisuti zodidi oluphumayo ukuya eTurks & Caicos ngempelaveki, imalunga namadoda nabafazi abakha, babhabha, balungise kwaye bagcine iinqwelomoya. , ngokunjalo ishishini lokuhamba liqalisa amaphulo okukhumbuza uluntu ngemisebenzi eqhagamshelwe ekuhambeni. Ngokutsho kwe-US Travel Association, umsebenzi omnye kwabasibhozo e-US unxulunyaniswa nohambo kunye nokhenketho. Uhambo lweshishini lodwa lubalelwa kwi-2.4 yezigidi zemisebenzi yaseMelika, uninzi lwayo lunokuba sengozini njengoko iinkampani ziphelisa uhlahlo lwabiwo-mali lokuhamba. Ukukhuthaza uhambo lweshishini, iTravel + Leisure ibhengeze ukuba ibonelela ngeentengiso zepro-bono ezikhuthaza ukuhamba kweshishini kunye nokhenketho.
Abaphathi bebhodi baveze ukuba kufanele ukuba iinkampani ezixabeneyo ziwubeke ngokutsha uluvo lokuhamba ukuze bungavakali ngathi luhambo olunetyala. Inxalenye yoku ibonakala ibandakanya ukutshintsha imbono yegama elithi “ubunewunewu.” Kwiminyaka embalwa edluleyo, “ubunewunewu” babubethelwa kuyo nantoni na enokwenzeka ngethemba lokwanda kwentengiso; yayigqalwa njengebheji yembeko. Kodwa ngoku iphantse ibe yi-pejorative. Ukuya kwiholide engaqhelekanga akusabonwa njengekhefu elifanelekileyo okanye umvuzo wokufezekisa, kodwa ukuzonwabisa. Uhambo lwenkampani, olwamkelwa kunyaka odlulileyo njengeendleko zokwenza ishishini, ngoku lubonwa njengento yokuphepha okanye efihliweyo. (Imeko ekhoyo: Ukuphehlelelwa kukaFord iLincoln entsha eMontage Laguna Beach, ebinokuthi ithathwe njengeqhinga lokuthengisa elinobunkunkqele kwiinyanga ezintandathu ezidlulileyo, ngoku kuphakamisa amashiya.)
Ke yintoni enokwenziwa ziimpawu zohambo olutofotofo ukuze ziphinde zibe namandla kumlo wemibono? Kulo mcimbi, uLaura Begley, usekela umhleli we-Travel + Leisure udliwano-ndlebe no-Alan Fuerstman, umsunguli we-Montage Hotel & Resorts brand. I-Montage Beverly Hills yavulwa ngexesha elinokuthi lithathwe njengelona xesha libi kakhulu - Novemba 2008. Ngaloo ndlela, indawo ekuchithelwa kuyo iiholide kuye kwafuneka ilungise izinto ebilindelekile ukuba ihambelane nemikhwa emitsha yokuchitha kubathengi bayo; umzekelo, ihotele yavulwa ngexabiso elikhethekileyo lokuvula i-395 yeedola, isicwangciso sokuyigcina ixesha elifutshane kuphela. Ngoku lo mgangatho wongezwe ixesha elide.
Iihotele zodidi oluphezulu zinomsebenzi onzima ngakumbi xa kufikwa ekunciphiseni amaxabiso. Nje ukuba isaphulelo sisendaweni, kunokuba nzima kakhulu ukutyhala ireyithi umva. Ukunciphisa ixabiso elingezantsi kwinqanaba elithile likwathumela umyalezo kumthengi ukuba ihotele ayilophawu lodidi oluphezulu. Kodwa omnye, umba obaluleke ngakumbi kukugcina ihotele inabasebenzi ngokufanelekileyo. Amava ehotele obutofotofo angaphezulu nje kokubala amaphepha anemisonto ephezulu kunye neetubhu zokuphola, ngabantu kunye nomgangatho ophezulu wenkonzo abayinikezelayo. Kwaye xa iireyithi (kwaye ngoko nohlahlo lwabiwo-mali) zicuthwa, umlinganiselo ophezulu weendwendwe kubasebenzi owenza ukuba inkonzo enjalo ibe yenzeke idla ngokuba yinto yokuqala ehambayo. (Inqaku elinye elivuyisayo: Ngelixa abathengi banokuchitha imali encinci kumagumbi kunye neenkonzo, ubungqina be-anecdotal bobokuba basancumisa njengoko kunjalo.)
KuFuerstmann, inxalenye yempendulo yeMontage ibigcina ubungakanani beehotele ezincinci. I-Montage yokuqala eLaguna Beach, eCalifornia yayinamagumbi angama-250, ihotele yaseBeverly Hills inamalunga nama-200 kwaye iipropati zeMontage ezicwangcisiweyo kwixesha elizayo ziya kuba ngaphantsi koko. Kwiminyaka embalwa edlulileyo njengoko amanqanaba ezityebi kunye nolangazelelo lusanda, ubunewunewu banda ukuze kuhlangatyezwane nemfuno. Ngoku kubonakala ngathi siyayibona into yokuba i-CEO yeCartier uBernard Fornas isandula ukubiza ukubuya "kokwenyani, ubunewunewu bokwenyani." Ubunewunewu buya bucutheka ukuze bamkele kuphela abo banokukwazi ukubufikelela nababenokuhlala bebufikelela. Ulindelo lwamashishini athe akhula ngokukhawuleza kakhulu ukuhlangabezana nemfuno ephemeral kuya kufuneka kuncitshiswe. Xa echaza isicwangciso sakhe sehotele, uFuerstmann ugxininise ukuba "ubunewunewu kukuzibophelela kwexesha elide."
"Ukuphela kokuthenga"? Yithi akunjalo!
Lo ibingumyalezo ofanayo owagxininiswa kwingxoxo yephaneli yamva. Akukho mntu ukholelwa ukuba ubunewunewu buya kuhamba, kodwa bonke babonakala bekholelwa ukuba buyatshintsha-kwaye kunokwenzeka ukuba ixesha elithile lizayo. UTrina Turk, intloko ekwifashoni yoyilo loyilo lweTrina Turk, ubhengeze ukuba "kunokwenzeka ngokupheleleyo ukuba uthenge njengoko sisazi ukuba iphelile." (Ngaloo nto, siyathemba ukuba akathethi ukuba afumane ibhegi eyi-$2,000 nje ngenxa yolonwabo. Kodwa, yeha, siyamoyika ukuba angenza njalo.) Ngelixa iibrendi ezithengisayo zigxininisa ukuba yintoni ekudala idala okanye ukunyamezela ukugcina abathengi, ukuhambahamba. kugxilwe kumava. Ukuba idibene okanye igqithise oko kulindelwe ngabathengi, ngoko baziva befanelekile. Ukuba akunjalo, naliphi na ixabiso, kunye nesaphulelo, liziva liphezulu kakhulu - kwaye i-brand iya kuva ngayo. Iindawo zosasazo zoluntu ezifana noMcebisi wohambo apho abathengi banokushiya uphononongo baye baba neempembelelo ezinkulu kwizigqibo zokuhamba ezitofotofo. Kwisiza, omnye umthombo oqhelekileyo wengxoxo kukuba ingaba ihotele okanye indawo ekuchithelwa kuyo iiholide "ifanelekile." Abathengi bobunewunewu basachitha imali, kodwa bakwenza oko ngendlela ethe kratya, kwaye ukungena nokungena kunye negalelo kuvavanyo lwe-intanethi yinxalenye ephambili yenkqubo.
Undoqo, nangona kunjalo, kukuba uhambo olutofotofo luya kuhlala lunomtsalane. Kwabo banako ukuzifikelela, iindawo ekuchithelwa kuzo iiholide ziya kuhlala zikhona kwaye zibonelela ngeenkonzo ezifanayo abasoloko benazo, mhlawumbi ngokomlinganiselo othe kratya kunale minyaka imbalwa idlulileyo. Njengoko uDavid Cush, uMlawuli oyiNtloko weVirgin America esitsho, "isekho malunga nobunewunewu, kusengokonwaba ubomi, ukuzola nje."
