Iinyikima Zithule Zokubuk 'iindwendwe kunye Nokukhukuliseka Kwemigangatho

Kuba ndiyakhumbula, kukho ezi “zexesha elizayo ze… ..” iinkomfa zezinto, ushicilelo kunye neengxoxo zephaneli. Liyintoni ikamva lokubuk 'iindwendwe kwaye lihlobene? Andazi. Ndiqinisekile ikhona, nangona iifom zorhwebo zinokwahluka kakhulu. Uqikelelo lubanzima ngokubanzi, ngakumbi le ibhekisa kwikamva :). Ndiqinisekile, nangona kunjalo, imeko yokubuka iindwendwe njengeshishini iyakwahluka kwaye sizakubona oku kusenzeka kakhulu. Ndinesibindi ngokwaneleyo sokuba ndingathi, utshintsho kule minyaka ili-10 izayo luya kuba lukhulu ngakumbi njengoko bekunjalo kwiminyaka engama-30 edlulileyo. Oku kubhekisele kwiifom ezahlulwe kunye neminikelo, siza kuyibona ngokukhawuleza, kwaye oku kubhekisele kubadlali abakwiimarike, abanye babo babambelele kwimikhwa yabo nakwishishini njengesiqhelo ixesha elide kakhulu.

Kwimbali yeshishini kunye nezoqoqosho, njengoko sisazi, akukho nto iyasetyenziswayo kwaye akukho nto isebenza ngonaphakade ngendlela efanayo, nditsho nembono elula yokubonelela ngendawo yokuhlala kubantu abakude namakhaya. Khawufane ucinge, ubunikwe iitapile ukuba uzitye bonke ubomi bakho kwaye abazali bakho bakuxelele, ayikho enye indlela.

Ukhule ukhulile, uphume endlwini, xa uhlala kwiindawo ezithandekayo zehlabathi, ngequbuliso ufumanisa ukuba iimarike zigcwele kukutya, awukaze ubone okanye ungcamle. Ngaba usaya kwiitapile? Yiyo loo nto sinayo kwihlabathi lokuhamba kunye nokwamkela iindwendwe: abantu abaninzi nangakumbi abonwabanga ziitapile nje. Sibabiza ngokuba ngabahambi abaqolileyo. Uphando, uphononongo, uthelekiso kunye nokukhetha ezandleni zabo, amehlo evulekileyo, umphandi ngentliziyo, ade abuze nokuba inzuzo yokuthenga kwabo inokuya phi okanye sisiphi isigqibo sokubhukisha esivuza ikhabhoni esezantsi.

Kule minyaka idlulileyo siye sabona umdla omkhulu wabanikezeli beenkqubo zehotele kwihlabathi liphela (ii-HSPs-ezazisaziwa njengeetyathanga zehotele) belahla izindlu nomhlaba kunye nemisebenzi yabo yehotele ngenxa yokukhula kweempawu zabo kunye neenkonzo kubanini behotele kunye nabaqhubi, nazo ukuginya abo bakhuphisana nabo ukucoca imakethi, ukuthatha kukaStarwood nguMarriott yenye yeentengiselwano ezinkulu, kodwa iHilton, IHG, iAccor kunye nabanye banomdla omkhulu wokukhula, basebenza ikakhulu njengabathengisi beelebheli namhlanje. Kuyamangalisa ukubona ezi nkampani zicenga abanini bezindlu, iinkonzo zabo zezona zilungileyo zinokwenzeka kwipropathi yehotele ngelixa bethengise uninzi lwabo. Namhlanje ababoneleli benkqubo yehotele ixabiso lesitokhwe lixhomekeke kumaxabiso okukhula. Ukonyuka kokulindelweyo kunye neemarike ezahluliweyo kukhokelele kwimveliso yehotele enamacandelo athile kunye nezithembiso ezithile zebranti, eziqhutywa ziihotele ezinkulu ezifanayo ezibona imodeli yazo yeshishini ekuboneleleni ngeelebhile ezibizwa ngokuba ziimpawu, ubuchwephesha bokubhukisha, iinkqubo zokunyaniseka kunye neenkonzo zolawulo.

Nangona kunjalo, ndiyazibuza ukuba ingaba luphi na undwendwe olude lweRitz-Carlton olukubonileyo oku njengenkqubela phambili kumava akhe otyelelo, nokuba kukho naliphi na undwendwe lwaseWestin oluzibonileyo izibonelelo ngexesha lokuhlala kuba liphantsi kwesambrela saseMarriott nokuba iWaldorf-Astoria okanye ISt. Regis okanye iRaffles iza kufutshane neyoqobo, ukubiza nje imizekelo embalwa. Cola kunye nekopi yemvelaphi eyintsomi ayikho enye into ngaphandle kokuthengisa inkohliso. Kukufumanisa ukuba ingaba inkohliso yenzelwe ukuba ithengiselwe iindwendwe, abanini behotele kunye nabatyali mali okanye bonke. Ngoku masikhe siphonononge oko.

1. Ubuxoki bexabiso lophawu

Ngemihla yakudala, xa usiya kwindawo engaziwayo ngolingo oluncinci, kubonakala ngathi kukhuselekile ukubhukisha ihotele kwityathanga elaziwayo lehotele. Ngokukodwa abahambi abahamba rhoqo banenkxalabo malunga nemigangatho emincinci kunokukhaba amava ehotele amangalisayo. Iimpawu zokubhukisha ihotele kukubheja okukhuselekileyo ngokufanelekileyo kwaye imixokelelwane yehotele ibabeka ii-brand zazo ngokwamacandelo afanelekileyo ukusuka kwi-1 ukuya kwi-5 yeenkwenkwezi kwaye bazithengisa ezi ngcinga kubasebenzisi behotele, kubanini nakubatyali mali kuba bekukhuselekile ukuba bangajongani notyalo mali lwepropathi okanye ukusebenza umngcipheko kwaye unika ithuba elingakumbi lokukhula. Oku bekusebenza kakuhle kubo bonke abachaphazelekayo iminyaka emininzi.

Xa kwaqala kwasekwa iimveliso ezinkulu zelifa lemveli, bazibeka bodwa ngokwenza umsebenzi wabo kwindawo yobungcali, njengeyona ndlela icokisekileyo yokuvelisa okanye uluvo olungenakuthelekiswa nanto loyilo. Kwilizwe jikelele lokuphindaphinda iikhonsepthi zehotele ngokwemigangatho, ezi zibonelelo zikhuphisanayo zalahleka. Imali yentlalo yinto elawula ukhetho lwebrand namhlanje. Imillennials idale eyazo imigaqo kunye nezinto abazikhethayo. I-brand yokwenyani kufuneka ikwazi ukuba nefuthe, ikhuthaze, ivuselele, ibalise ibali, ihlala inxulunyaniswa nobunkokeli obunomdla kunye nombono.

Andazi uphawu “olunomtsalane” olunosomashishini abachaphazelayo nabakhokelayo abaphambili kwaye uninzi lweenkampani ziqesha ii-CV ezingacacanga kunye "namazwi agudileyo" endaweni yobuntu okanye ngaphandle kwebhokisi. Umxholo welebula awululo uphawu oluphilayo. Uphawu ngumoya.

Xa iimveliso zixinene kwilifa lazo elidlulileyo, kwisimo sengqondo esithi "besisoloko sisenza njalo", zihlala ziphulukana nendima yazo. Isiko likwathetha ukugcina umlilo uvutha kwaye ungakhuseli uthuthu. Ezinye zezinto ezazisenzeka ehotele zaba yinxalenye yeemveliso zamaqela ehotele: iErawan eBangkok, iNtaba yeNelson eMzantsi Afrika, iCarlton eseCannes, iGeorges V eseParis, neyayisele iligqala ngaphambi kokubakho kwamaXesha amane oNyaka, okanye iRaffles eSingapore. ngoku siyinxalenye yeAccor.

Kwicandelo leemoto, umbutho weDaimler-Benz udityaniswe noChrysler okwethutyana kwaye iimoto zakwaMercedes-Benz ngequbuliso zazineendawo zeChrysler ezakhelweyo. Ukwehla okubi kakhulu kwintengiso yeemoto zakwaMercedes-Benz kwaba sisiphumo. Ezi ntsomi zemveli zinokuba nethemba lokuba namandla okusasaza ngakumbi kwintengiso, kodwa ukusuka kwifayile ye- imbono yohlobo umbono, iphakamisa uphawu lwe-HSPs ngakumbi kunokuba isenza kwezi mpawu zemveli. Abanye babo, njengebhotwe eSt. Moritz, baphinde bakhupha emva kweminyaka embalwa bengazenzi izinto ezilindelekileyo. Ukuba ndingangumnini wezi ndawo zidumileyo, bendiya kucela imirhumo endaweni yokuzihlawula. Nangona iinkampani zehotele ziqesha kwimakethi yemithombo efanayo wonke umntu eyenzayo, kunokubakho izibonelelo zokuthelekiswa kwezi hotele, kulawulo lolawulo, indlela yokwenza imveliso, kunye nokwenza kwidijithali, njl., Kodwa hayi xa kusiza uzuko lweempawu. Iinkokheli zentengiso zekamva aziyi kuba ziimpawu ezinkulu- ziya kuba zezazo ezinemvakalelo yenkcubeko yokuqonda oko kufunwa ngabathengi nangawuphi na umzuzu kunye nento abanokuyenza ngaphandle kwayo. Kufuneka bazenzele umxhasi, babanike ngexabiso, kwaye bazichaze kwakhona njengababoneleli bamava (hayi iimveliso nje).

Njengoko ndijonga imvelaphi yam kwisicwangciso kunye nentengiso, ndingumxhasi wokwakha uphawu. Kukho isithembiso, kukho ixabiso, kukho ukuthembela kunye nokuziswa, kwimeko efanelekileyo kukho umlingo kunye nokhuthazo kuwo. Ngokuqinisekileyo ingaphezulu kwelebheli kunye nemigangatho yoyilo lweshishini.

Amanye amaqela ehotele ziimpawu ezintle, zinomphefumlo, umoya oqhelekileyo wokwenza izinto kunye nokunceda iindwendwe zazo. Udumo lweMandarin Hong Kong kunye ne-Oriental Bangkok yaxutywa kwaye yaxhamla kakuhle kwiqela laseMandarin Oriental eligcina ukuthembeka. Ezinye iinkampani, eziguqulwe zathengisa iilebhile zophawu lwentengiso ngengqondo yempahla yorhwebo njengemodeli yazo yoshishini egxininisa ekukhuleni, ziyekile ukuba luphawu ngokwenyani. Nabani na okholelwa ukuba imali inokuthenga yonke into uyavuma ukuba ukulungele ukwenza nantoni na ngemali.

Abanini behotele kunye nabatyali mali bahlawule imali yabo ngenxa yento esiyibiza ngokuba kukudityaniswa kwabanikezeli beenkqubo zehotele, nto leyo ekhokelele ekunyukeni kwamaxabiso eelebheli zehotele ezijolise ekukhuleni kodwa kubonakala ngathi, ezi ngcinga ziye zatyeshela ukonwabisa okanye ukothuka kwabo umthengi-wokugqibela, ogama linguindwendwe zehotele. Akumangalisi ukuba iMinor Inc. eThailand isandula ukumisela inkundla ngokuchasene noMarriott ngokufumana umvuzo omncinci kakhulu.

Ndiyakhumbula xa ndakhe ndangena ehotele eOrlando, ndingowophawu lwentengiso kunye nebango "manene namanenekazi akhonza manene namanenekazi" ngelo xesha. Bekuhlwile, bendi hambe ngaphezulu kweeyure ezingama-20 ngenxa yolibaziseko, bendijongwe kwaye ndidiniwe. Kodwa umamkeli zindwendwe uthathe ixesha elithile kwifomula yakhe yokubulisa, kwafuneka awele ngokwemigangatho yenkqubo. Ayisiyiyo le nto bendiyifuna okanye bendifuna ukuyiva ngelo xesha. Iinjongo ezintle, zisetyenziswe ngokungekho ngqiqweni.

Kwiminyaka eliqela eyadlulayo, ndaye ndabhukishwa kwiAloft Hotel kuMazantsi mpuma eAsia, ndisephantsi kweStarwood ngelo xesha. Andilulo undwendwe “oluphezulu” ehotele kodwa ndaphoxeka kakhulu xa ndingakwazi ukunxibelelanisa i-smartphone yam nenkqubo yesandi egumbini kuba isixhobo soqhagamshelo segumbi siphelelwe lixesha. Ukuthatha ingqalelo kwisithembiso seAloft kukubonelela abantu bendawo yedijithali, yayikukuhambisa okulihlazo. Ngenxa yobulungisa, ndikhulele ehotele kwaye ndasebenza ehotele iminyaka emininzi nam. Akukho nto injengehlabathi eligqibeleleyo. Kodwa la ngamava endisawakhumbulayo, ngokuchasene ngokupheleleyo nesithembiso sophawu.

Njengokuba kunjalo, ezinye iipropathi zehotele zitshintsha uphawu lwazo ngokukhawuleza, iindwendwe eziqhelekileyo aziqapheli, nto leyo engothusiyo: ngaphandle kokubhaliweyo akukho mahluko mkhulu kunjalo. Ndizimisele ukuphakamisa umbuzo wokuba ingaba isithembiso sophawu lwentengiso ekubukeni iindwendwe siye saba bubhabhu omkhulu wesepha nokuba olu nyuko lwamaxabiso lwentengiso luya kuza kugcino olufanayo kwaye luzokwehla njengoMcDonald's.

Ngoba? Amandla abo okuthengisa anakho ukuphakamisa isithembiso sophawu lomeleleyo kunonikezelo lwangempela. Xa abathengi bakho bengasekho kwiindwendwe zehotele kodwa abaqhubi behotele, abanini kunye nabatyali mali, ngenxa yoko, ukugxila kunye nobuchule bakho benza utshintsho. Uyazikhamisa iinkomo zakho zemali kodwa ukondla iindwendwe zehotele ngeetapile. Kwiihotele ezintle ezizimeleyo ezineehotele ezinomdla, yenye indlela ejikelezileyo kwaye abantu basakufumana oku kumangalisayo kunye nokuchaphazela umntu owenza umahluko, becinga ukuba ziqhutywa ngokufanelekileyo.

Iinkqubo zokunxiba ezinxibe iyunifomu kwihlabathi jikelele zihlala zilahlekelwa kukujolisa kumava eendwendwe, ngakumbi xa zijamelene namabhongo okukhula okanye uloyiko lokuthatha okanye nantoni na enxulumene nenqanaba lotshintshiselwano lwesitokhwe, ngelixa iihotele zemveli zinayo loo nto ngentloko. Abahambi rhoqo bakufumanisa oku kuya kusanda.

Into eyayibizwa ngokuba yi "brand brand" isenokusebenza ngezihlangu ezibalekayo, iimoto, kunye nee-smartphones, ukubona ixabiso elikhawulezileyo lenkcazo yemveliso engqongqo. Ukwamkela iindwendwe kuye kwaba yinto efanayo nesithukuthezi.

Zonke iinkqubo zokunyaniseka kunye netekhnoloji yeCRM izama ukubuyekeza oku. Ndilungu lezinye zezi nkqubo. Ayisiyo inkcitho enkulu, kodwa ndinamaxesha am okuhamba kwaye akukho nanye kwezi nkqubo eye yandonwabisa. Kuya kubonakala, uninzi lwezandla zibandakanya ukurhafisa amaxabiso egumbi ngokutshintshiselana kunye nolindelo lwentengiso elungileyo luya kudlala indima. Ke ngoko, imodeli yeshishini elikhanyayo lehotele inokuba yimodeli yeshishini yedinosaur kungekudala. Kwanaxa besanda ngokwanda ukwahlulahlula kwiikhonsepthi zabo zokuthengisa uphawu, kusenokwenzeka ukuba ikhutshelwe ngaphandle kwento encinci kulindelo lomntu kunye namava wokubuka iindwendwe. UMarriott ngoku uphethe iilebheli ezingama-30 abazibiza ngokuba zii-brand kwipotifoliyo, iAccor nokuba ingama-32. Ngaba bangakwazi ukuphinda babuyisele ivili lokubuka iindwendwe kwiindawo ezingama-30 ezahlukeneyo kwaye balisasaze kwihlabathi liphela njengamava abhaliweyo? Abadlali abakhulu kubonakala ngathi bayibonile le meko kwaye baya bezama ukubonelela ngeehotele ezizimeleyo ze-boutique indawo ephantsi kwepotifoliyo yabo yeemveliso, ndingasathethi ke lolunye uhlobo lwengeniso ngokwemirhumo yeenkqubo zokunyaniseka kunye neeplatifomu zokuhambisa njl.

Kwakhona, balahlekile kwinqanaba lolindelo lwamava kunye namava. Njengoko u-Albert Einstein watshoyo: “Akukho ngxaki inokusonjululwa kwinqanaba elifanayo lokuqonda eliyileleyo".

Incinci, iyila izinto ezintsha, ngakumbi iindwendwe kunye nokuphazamisa iindwendwe zithatha igama lomlomo "kufuneka-ubone" ulwazi. Ihlala ingamava endawo yokufikela, ipropathi ekhethekileyo kwaye akunakufane kwenzeke ukuba kube nelebheli. Ngenxa yokunxibelelana kwezentlalo kunye namandla okubhengeza, akukho bhajethi yentengiso okanye iphulo elixhasayo elihlawulelweyo elinokuhlawula xa ilizwi lomlomo lingakusebenzeli.

2. Ubuxoki bamandla okusasaza

Kunyaka ka-2000, ndafunda kwisifundo sikaMcKinsey, esathi malunga neminyaka eli-15 ukusukela ngo-2000, uninzi lwezinto zokubhukisha okanye ezentengiselwano kwintengiso nakwezohambo ziya kwenzeka kwi-intanethi. Ngelo xesha, ndandikwigunya lokuphucula ukhenketho kwindawo ekuyiwa kuyo kunye nezigidi ezingama-45 ezibhalisiweyo zabakhenkethi ngonyaka ezenza i-50 yezigidigidi zeedola kwingeniso yonyaka kunye ne-8% ye-GDP. Ke, le yayiyingxelo yokubaluleka okukhulu ifuna isenzo.

Ukusukela oko, bendiqhubeka nokwamkela itekhnoloji yedijithali kwaye ndinerekhodi yam yokuphumelela nokungaphumeleli, ukufunda okungapheliyo kunye namava aqhubekayo, endincedileyo ndalola iingqondo zam ukuba ndikwazi ukwahlula phakathi kwezinto ezinokwenziwa ngobuchwephesha, yintoni "incasa yeenyanga", kwaye Yintoni eya kuvelisa ixabiso lokwenene elizinzileyo lokuhambelana kwexesha elizayo.

Namhlanje, kwintengiso sineAmazon, i-Ebay, i-Alibaba njlnjl kwaye ekuhambeni, sinePriceline (incl. Subbrands Booking, Agoda), Expedia, Trip Advisor, CTrip njalo njalo. AmaQela eehotele anokuba neearadad zabo zabameli bezentengiso zeB2B kwaye batyale imali kwitekhnoloji ngokunjalo, kodwa ngokomthamo, baxhomekeke kwizinto ezibizwa ngokuba zii-OTAs (iiarhente zohambo ezikwi-Intanethi).

Iimeko zabo zesivumelwano sokunyanzela abathengisi beehotele ukuba banikezele ngeyona ndlela ibhetele yokukhetha ngee-OTA badlale indima enkulu ekukhuleni kwabo. Kumazwe amaninzi, lo mkhuba okanye imigaqo yesivumelwano ayisavumelekanga, kodwa ii-OTA zineendlela zazo zokugqithisa oko.

Ukubhukisha.com kuhlawula i-850 yezigidi zeedola ngonyaka ukukhusela inqanaba eliphezulu kukhangelo lukaGoogle nakwindawo enikezela ngendawo ethile, imalunga nexabiso okanye ixabiso elibambekayo elibonakalayo, kungaphantsi kweempawu. Ngaphandle kokwenza iinzame zokuphucula ukuguqulwa kwamanani, ingeniso kunye nolawulo lwejelo, ii-HSPs azinazo izibonelelo ezininzi zokukhuphisana kwezi nkqubo. Kungenxa yoko le nto beqhuba amaphulo amakhulu entengiso ukubhukisha ngqo ukugcina ikhomishini okanye ukwenza umanyano olunamathelayo kwiindleko zomthengi wokugqibela. Ngamaxesha othengiso lwedijithali oluzenzekelayo, ezi phulo zentengiso ziyafuneka ukugcina uhambo oluqaqambileyo kunye nemagazini enomdla ngokubanzi kunye nokukhuthaza ii-egos zabaphathi, kancinci nangaphantsi kwishishini lokuthengisa. Kuluhlu lokukhangela i-OTA, iihotele ezizimeleyo ezizodwa zimi ecaleni kwamasebe ehotele, ngoncedo lokungahlawuli imali eyongezelelweyo kumboneleli wenkqubo yehotele. Oko kunyusa ukuguquguquka kwexabiso okanye ithuba lokongeza ixabiso kunye nenkonzo. Ngokusisiseko, nayiphi na ihotele inokwakha ubuchule kunye nokuseka ingeniso eyaneleyo kunye nolawulo lwejelo. Ayiyiyo i-rocket science kodwa ifuna ukuzibophelela kunye nokulungelelaniswa kwezixhobo.

Kubanini behotele kwiihotele ezizimeleyo, abanomdla wokuphucula isicwangciso sabo sokuhambisa kwi-Intanethi, basebenzise i-OTA ngaphandle kokuxhomekeka kubulala, ungajonga igalelo lam lesilayidi simahla kuloo mbandela: ukuhanjiswa kwehotele kwi-Intanethi https://www.slideshare.net/RichardAdam6/richard-adam-ota-booking-and-online-distribution-for-independent-hotels-and-tourism-suppliers-082019

Xa iinkampani zawo onke amashishini (kubandakanya abaphathi bawo) beqala ukucinga ukuba zezona zibalaseleyo, baya kuba sesichengeni. Ukuba uyeka ukuphucula, uyekile ukulunga. Imbali ibonisa, ngalo lonke ixesha iinkampani zilawula kakhulu kwaye zilawula iimarike, abanye abantu bacinga ngezisombululo zokubakhupha. Ii-OTAs ziye zaba ziidinosaurs ukuya kuthi ga kwinqanaba elithile kwaye baziva ubushushu. Itekhnoloji entsha inokubenza baphelelwe lixesha kwakhona okanye ubuncinci benze imodeli yeshishini labo ingabi namandla. Iikhontrakthi zetekhnoloji yeBlockchain kuqhagamshelo lwemali ethe tyaba inokuba yeyona ndlela ilungileyo kwihotele. Iinkampani ezisebenza koku, njengeWinding Tree, azikho mfutshane kubatyali mali.

“Kuqoqosho oludala”, iinkampani ezilawula ubonelelo (umz. Ioyile, isinyithi, njlnjl.) Zabizwa ngokuba zii “Aggregators” zaze zenza abantu abafana no Carnegie okanye Rockefeller batyeba kakhulu. Ku "uqoqosho olutsha", abahlanganisi babizwa ngokuba yiAmazon okanye iAlibaba kwintengiso kunye neExpedia, iPriceline, iTripAdvisor okanye iCTrip ekuhambeni. Umahluko kukuba, abalawuli ubonelelo, balawula imfuno. Amatyathanga eehotele okanye ii-HSPs ezithile zinokuba nesabelo esibalulekileyo kwintengiso, kodwa azilawuli zifunwa okanye zibonelelwe, nkqu nokuziswa kwemveliso “yazo” xa undwendwe lwehotele lubonwa njengomthengi. Njengoko sisazi, abathengi babo ngabanini behotele, ke kugxilwe kubo ngokufanelekileyo. Kwimodeli yeshishini esekwe kuqoqosho lwesikali, eso ayisosikhundla esizinzileyo. Ekuphela kwento abanayo sisithembiso, iimveliso kunye neenkonzo zabo zixabisa ixabiso lemirhumo yasebukhosini, kwindawo yezorhwebo enemida encinci kubanini beehotele, ukwanda kokungafani kunye nokugcwaliswa kweelebheli zabo njengoko ukonwaba kwabo kuphelile. Kunokusebenza, ukuba kwiimeko ezithile, uphawu lwehotele oludumileyo lunokunyusa ixabiso lokuthengiswa kwezindlu. Kulungile ngokwaneleyo, kodwa umnini uhlawule loo nto.

3. Ubuxoki boqoqosho lwesikali

Ukusukela oko uAdam Smith ngokwasengqondweni wazisa umxholo woqoqosho lwesikali, walitshintsha ilizwe lemveliso, ikhonkco lokuhambisa kunye nokwenza ushishino. Ngaphandle kokukhankanya uthotho lweemveliso, ezingazukubakho okanye ezingafikelelekiyo. Ii-HSPs nazo ziyaxhamla koku kucinga kwaye zamkela isicwangciso-qhinga ekugxileni ekuthengiseni iilebheli ezisemgangathweni, iikhonsepthi, itekhnoloji yokuhambisa, kunye nenkonzo yolawulo kubanini behotele nakubatyali mali. Oko kukhokelele ekukhuleni okukhulu kwehlabathi kwaye kusebenze kakuhle kwaye kamnandi kumashumi eminyaka. Imida yesicwangciso esiliqili esekwe kuqoqosho lwesikali luphuhliso olutsha, okunye okunikezelwayo okanye utshintsho kwindlela yokuziphatha kwabaxumi. Kwishishini lokubuka iindwendwe, ukuqikelelwa kwezahlulo ezihleliweyo kodwa kumgangatho ofanelekileyo weendwendwe zehotele ezilindele amava ehotele asemgangathweni kwihlabathi liphela.

 Ukusuka kwimbono yeqhinga, ngaphandle kokucinga ngokwesiko nokuba kugxile kwixabiso okanye kongezwe ixabiso, kukho iindlela ezimbini: isicwangciso esisebenzayo, "esikhuselekileyo" esijolise ekukhuleni okuzinzileyo okanye iqhinga eliphazamisayo elihlasela izithuba zemodeli zeshishini eziqhelekileyo nokwenza izinto indlela entsha. Njengoko sisazi ku-Uber okanye WeWork, abaphazamisi bayangcangcazelisa imarike ekwenzeni imfuno okanye izisombululo, akukho namnye umntu owakhe wabona okanye wasombulula ngaphambili. Kodwa kuyingozi, kwaye inzuzo yangoko okanye i-ROI kungcono ukuba ingabi yinto yokuqala kwi-ajenda. Ke kwakhona, izicwangciso eziphazamisayo zinokuba sisithembiso ngekamva. Ukuba umbono weemoto ezingabelwanga mntu ungaze ube yinyani, iziseko zedijithali zika-Uber ngumqolo wokudlala kunye nokudlala kwihlabathi jikelele.

Owayesakuba nguMongameli kunye ne-CEO yeStarwood, uFrits van Paasschen, wabhala incwadi ethi "The Disruptors´ Feast" emva kokuhlala kwakhe neStarwood. Nokuba oku kwenzeke ngamabona-ndenzile okanye ukubonwa kwangaphambili, imodeli yeshishini ye-HSP isenokuphelelwa okanye ifune utshintsho olucwangcisiweyo, iphendulwa kwincwadi kuphela. Ndicinga ukuba angavuma kwenye ithisisi ebekwe apha (Frits, kungcono undixelele ngasese kwisiganeko esilandelayo).

4. Ubuxoki bamava eendwendwe

Kukho ifomula yakudala kaWilliam E. Umgangatho kuxa ukuhanjiswa kulingana nokulingana. Ndicinga ukuba, iseyifilosofi yomgaqo-nkqubo we-HSP kunye nemigangatho yenkqubo. Kodwa ayisiyiyo "wow" eyenza ukuba iindwendwe zabelane ngamava azo kwiinethiwekhi zentlalo okanye ekhaya? Ngaba ayingomthengi ophindayo okanye ummeli apho ihotele nganye ifuna ukuba neshishini elizinzileyo? Xa uhambiso lulingana nolindelo awuyenzi into "wow". Abantu abathathi miqamelo okanye abemi ekhaya babuya ehotele (ewe, abanye bayenza), bayasusa amava kwaye yile nto iseleyo ukukala ihotele ngenkxaso okanye ukubuyela okunokubakho. Amava anento yokwenza neprofayili nganye, isimilo kunye nokuhluka. Oku kufuna ipropathi enomgangatho ophezulu wokuqonda kuyilo kunye nokuqonda, hayi uncamathisele kwaye ukope. Luqoqosho lobubanzi kunokuba lube kuqoqosho lwesikali.

Andithethi ngomhambi ohamba rhoqo kushishino, ojonga emva kwexesha kwaye ashiye kwangoko ngolindelo kuphela lweenkqubo ezisebenza ngokugudileyo kwaye akukho zimanga zimbi. Kubo kubalulekile ukuba babuke iindwendwe. Ndithetha ngamaqela ekujoliswe kuwo akhetha iihotele okanye ukubuk 'iindwendwe ngokuba namava amnandi, abo bakhathele yi "deja vue". Abathengi abathelekisa kwaye benze ukhetho lokukhetha. Kwilizwe ledijithali, ukuthelekisa akukaze kusebenze.

Kumazwe angavuthwanga kangako ngokhenketho, ngaphandle kokufunda ngembali yomjikelo wobomi kunye neziphumo, kusekho ukungaqondi malunga nemodeli yeshishini ye-HSPs. Kwi-Saudi Arabia enamabhongo, iAccor isandula ukubhengeza ukuba "inamagumbi ayi-11.000" kumbhobho. Olunye ukhuphelo lwee-HSPs lukhutshwa ngokufanelekileyo. Elinye lawona mabala ashiyekileyo egolide ashiyekileyo emhlabeni kwii-HSPs.

Ngaphandle kwamathandabuzo, iAccor ngumboneleli weengcinga ezixabisekileyo zokwamkela iindwendwe kwaye iyakunceda ekuqhubekeni nokuseka ishishini elizweni ukuze libe namandla ngakumbi kwimigangatho yesiqhelo neyaziwayo, kodwa kuyathakazelisa ukubona kwiifidi, abantu bacinga ukuba iAccor ityale imali kunye nokuthatha umngcipheko wezezimali okanye wokusebenza. Bathengisa nje iinkonzo zabo ezisemgangathweni kubatyali mali baseSaudi. Abatyalomali babonisa ngokucacileyo ukuba ingaba iikhonsepthi zanamhlanje ziya kuba luzuko oludlulileyo kwiminyaka elishumi, okanye zingasekho. Mhlawumbi, oosomashishini baseSaudi okanye bamanye amazwe (kubandakanya nengqondo yabatyali mali) abanesakhono, ukuqhuba kunye nokuzinikezela ukuseta ububele elizweni kunye neprofayili yokwenyani kunye nomlinganiswa njengamandla aqhubayo okundwendwela, usafuna ixesha, imfundo, Utyalomali kunye namava okuvela kunye nokukhula ngokufunda endaweni yokuwela iikopi.

Uphando lwemalike zehlabathi lubonisa ngokucacileyo, amava okwenene okwangoku okwamkela iindwendwe ngabaqhubi abaphambili ukutyelela ilizwe. Abantu baya kwivenkile enkulu kuba bayayazi into abaza kuyifumana, hayi kuba befuna la mava athe ngqo ekuthengeni kwabo, hayi kuba behlala befuna ukuba lapho. Amandla okuqhuba ekukhetheni indawo oya kuyo phakathi kwezinye iindlela ahluke ngokupheleleyo. Nabantu abancinci, amaxesha ngamaxesha kunokuba bengekho, sele behambile kwihlabathi.

Ndikhumbula xa abantwana bam bebancinci, bahlala befuna "ngokufanayo" njengabahlobo babo, ngoku bakhulile kwaye bakhulile, bajonge izinto "ezahlukeneyo" kunye namava. Ngokufana nomhambi okhulileyo, "bayakhula" kwaye batshintshe izinto abazikhethayo, ezibhalwe kutshintsho lokuziphatha kwabathengi kunye neziphumo ngokubhekisele kwimillennials. Ukwenza nokuba "ngokufanayo" ayisiyiyo indlela yokucinga yomnqweno. Kwimizi-mveliso emikhulu kunye nokhuphiswano olukhulu kwihlabathi, ii-HSPs zinokunceda ekwakheni ukuthembana nasekusekeni iziseko ezisisiseko kwinqanaba lophuhliso lwakwangoko. Nangona kunjalo, ukuze ufumane ukhuphiswano lwamazwe aphesheya ngaphaya kwesiqhelo, ngaphaya kokwanelisa iimfuno eziqhelekileyo kwifashoni "nakum", ngaphaya kokuba nokuba "ngokufanayo", kuya kufuneka ucinge kwaye wenze Phambili. Ekuziphatheni kwabathengi, abantu baya kweyona ndawo inexabiso eliphantsi okanye eyona ndawo intle, yokufumana eyona ndawo iphambili.

Okwangoku uMarriott uvelisa ukukhutshwa ngokuqhubekayo kweendaba malunga nokukhula kunye neepropathi ezintsha eJapan. Kwangelo xesha, umtyali mali uqalile ukuzisa umbono weRyokan, amava endlu yamaJapan emveli, kwezinye iindawo kwilizwe liphela. Kwakhona, uMaji, inkampani yaseJapan yokuthengisa kunye noyilo, usungula iihotele. Ndiyishiya kubafundi, into ebonakala ngathi inomdla ngakumbi ukuba uyihlolisise ngokwembono yamava.

Ngaphandle kovuselelo olusebenzayo, iikhonsepthi zehotele ezinamabali amnandi, sibona iinzame ezintsha kunye neengcinga zokutolika iindwendwe ngendlela entsha. Umthamo wam wokufunda, wokujonga okanye wokuhamba mncinci kakhulu, ukubonelela ngoludwe olupheleleyo lwamanyathelo aphesheya. Zininzi kwaye kukho okhuphisana nabo abatsha abeza kwimarike veki nganye. Nangona ayinguye wonke umntu oya kuphila, bakhona kuba ibango lokwenyani ngaphandle kwebhokisi lamava okwamkela iindwendwe liyakhula kwaye indlela ye-HSPs iyanda. "Umgangatho" ufile, akukho mngcipheko akukho lonwabo.

Andinabo ubungqina boku, kodwa ukunyuka kwe-AirBnB kunye neendlela ezahlukeneyo zemveliso abazibonisayo sisalathiso esomeleleyo. Ukukhangelwa kwamava ongezelelweyo ayengamandla okuqhubela phambili ukukhula ngokukhawuleza kwe-AirBnB okanye amaqonga afanayo avelayo, mhlawumbi hayi isicwangciso ekujongwe ukuba sijongwe, kodwa jonga indlela abazuza ngayo iprofayili ngokwandisa ukubonelela ngabantu abathandekayo, ngaphandle kwebhokisi amava okwamkela iindwendwe. Kungenxa yokuba kukho imfuno. Kukho abantu abangafuni iitapile kuphela. Iitapile zepremiyamu iseyitapile. Ngelixa ii-HSPs zisilwa ukukhupha, ukumilisela kunye nokulawula imigangatho yazo, i-AirBnB (nayo yonke imiba ebalulekileyo yolawulo lomgangatho) ikhuphe ubuchule bokuyila kwaye inika iqonga labaphazamisi.

Ingcali yeempahla zabathengi kwaye ngenxa yoko ilungiselelwe ngokufanelekileyo kumava obutofotofo, iQela le-LVMH laseFrance lifudukele kwimarike yokubuka iindwendwe. Emva kokuseka inani elincinci le-Maison Cheval Blanc, basandula ukufumana iBelmond. Enye yeenkampani ezimbalwa ezisele zineehotele ezisebenzayo nezineehotele kunye nezinye iinkonzo eziphakamileyo, ubuhle obunqabileyo obunqabileyo phakathi kwabo, endaweni yomnye umthengisi weelebheli. Igama likaBelmond lokubonelela ngamava aphezulu okwamkela iindwendwe yenye yezona zinto zibalaseleyo kwintengiso. Nangona kunjalo, imodeli yabo yeshishini ibandakanya imali eyinkunzi, inzima kwaye imibhobho yeepropathi ezintsha ekwenziweni isondele ekungenanto. Kuya kuba mnandi ukubona, nokuba bayahamba na phambi kwesihlwele ngokubonelela ngamava aphezulu phantsi kwesambrela se-LVMH kwaye ke babe ngumboneleli okhethiweyo wokunethezeka okanye bahamba kwicala elinye lokudityaniswa kokukhanya kwempahla kunye nekopi ngenxa ukukhula okucocekileyo kwaye ube ngumboneleli ngenkqubo yehotele "mee"

Kuluntu oluncinci, olunoluhlu lohlahlo-lwabiwo mali kunye noluntu olujolise kwimisebenzi yoonomathotholo bedijithali, uSelina unyanzelisa ukungena kwintengiso kunye nohlobo lwabo oluthembisayo lokufumana indlela yokuphila yaseLatin America okanye into eza kushiyeka xa sele "isemgangathweni" kwaye ithunyelwa kwelinye ilizwe. Kwakhona iSonder ngumxholo onomdla kwaye okhulayo ngempumelelo wokubeka iliso, osebenza kwindawo emnandi phakathi kweendawo zokuhlala kunye nehotele.

Kwiminyaka engamashumi amabini ukuza kuthi ga ngoku, imisebenzi eyahlukeneyo yoqeqesho kwimishini yophuhliso indizisa eChina rhoqo. Ndihleli kwiihotele ezininzi, uninzi lwezinto ezibizwa ngokuba ngumgangatho wamanye amazwe. Oko ndafumana i-Eclat Hotel eBeijing, le yindawo yam (ewe, abantu baneendlela ezahlukeneyo, yiyo loo nto eli nqaku likho). Akukho mnqambi uphambili ocinga ngokwemiqathango kunye nemigangatho ye-HSPs esekwe inokuthi ize nepropathi enje. Indawo iyindawo eyodwa kangangokuba akukho mgangatho wehotele unokufumana ngokwaneleyo. Yindawo yobugcisa kunye noyilo exhotyiswe ngeebhedi kunye nenkonzo ebalaseleyo. (Dany, nceda uqinisekise, andizukufumana khomishini okanye naziphi na izibonelelo zokukutsho). Ngokuqinisekileyo, ukuba bendinokuva ngolunye uphuhliso olutsha lolo didi, ndiza kuyikhangela kwaye ndiqhubeke. Akukho bungozi, akukho konwaba. Kodwa andizukutshintsha kwipropathi "esemgangathweni", xa ndinokukhetha. Njengoko sisazi, "umgangatho", ophezulu okanye ophantsi, uneentsingiselo ezahlukeneyo. Xa amava ebalulekile, "umgangatho" awonelanga ngokwaneleyo.

Iinkampani ezivela kumashishini ahlukeneyo ngoku ziqesha amagosa "amava abathengi". Eli linyathelo elithembisayo. Nangona kunjalo, kwiimeko ezininzi bajonge ngokukodwa ekuphuculeni uhambo lwabathengi bedijithali. Logama imveliso yakho ingahanjiswanga ngokupheleleyo kwindawo ye-cyber, kukwakho nezixhobo "ezinzima" kunye nomba wentlalontle- intlalontle ayisiyiyo yodwa "iinethiwekhi zentlalo", njengoko kusekho ukwanda komntu, ngethemba. Abantu basetyenziselwa ukukhangela iinqwelomoya zabo koomatshini ngoku. Akukho nto igwenxa kuloo nto. Ngumlinganiso wokulinganisa, kodwa hayi ukuphuculwa kwamava (ngaphandle kokuba indlela yokushicilela kwaba matshini iyabambeka). Ngenye indlela, ukungena kwi-Intanethi ngumbono olungileyo, ukuba awunayo imibuzo ekhethekileyo, umzekelo, imiba yevisa. Ngaba ukhe wazama ukufumanisa oko ngeziko lokufowuna ngenqwelo moya? Akukho themba. Kananjalo, ukuba ungathanda ukwazi, leliphi elona xesha lilibi lokufumanisa, awuzange uyenze zitsha kwakhona i-smartphone yakho, umzuzu wokukhwela inqwelo moya inokuba yimbaleki engaphambili. Ukuqhuba iirobhothi kwiihotele nako kunokonwabisa… okanye ukwaphuka kwemithambo-luvo. Ihlabathi ledijithali lenza amathuba amangalisayo kwaye liphucula izinto ezininzi, kodwa ayizizo zonke izinto. Oko kubizwa ngokuba yi "Service Hotline" yeenkampani zeefowuni zezona zinto zingqina, ukuqonda "kwenkonzo" kunokutshintsha ukuba yinto yokuhlekisa. Kuphela yimvakalelo yokwenene yokukhonza kunye nokubuk 'iindwendwe enokwahlula enye kwenye.

Kukho umahluko omkhulu kuphuhliso phakathi kweehotele zedolophu, eluphuhliso lwepropathi emsulwa, okanye iihotele zokuzonwabisa kwiindawo ezisemagqagaleni, apho okusingqongileyo kunye nokusingqongileyo kudlala indima ebaluleke kakhulu kwaye ixabiso lamava lisekwe kwezinye iikhrayitheriya. Oku kujongwane ngakumbi nophuhliso lwendawo esiya kuyo njengoko kunzima kakhulu. Lonke uphuhliso lwendwendwe lwanamhlanje "lunezihloko" njengoko besitsho, ngaphezulu okanye kancinci ngempumelelo. Isicwangciso sophuhliso lwendawo ekuyiwa kuyo sijolise ekuphakamiseni ibali elikhethwe ngononophelo ukuze kuveliswe iprofayili ebukhali (phantse) kunye nokhuphiswano. Ayimalunga nokudibanisa amasebe kunye neekopi. Kwizabelo zam zobungcali kuphuhliso lwendawo yokufikela kwiindawo zolonwabo okanye zeholide, ndihlala ndijamelana nokucinga kwiipropathi kuphela. Udibana neepropathi zesathelayithi okanye "imimandla yophuhliso", kodwa xa iindwendwe zifuna ukuphuma kwiihotele ukuze zifumane amava ale ndawo ngokubanzi, zime embindini womoya otyhafileyo, zijongane neembono kunye nembonakalo ngokuqinisekileyo engakulungelanga ukwenziwa. bathethelela okanye baphinde iindwendwe.

Nokuba ujonga ngaphandle kwefestile yegumbi leendwendwe kufuneka ugcinwe. Kwiindawo zolonwabo ukucinga, ukucwangcisa kunye nokusebenza kwii-ghettos yindlela ebukhali nenokubakho. Abandwendweli baya kuhlala bevavanya amava abo onke endawo kwaye bangahlukanisi phakathi kwepropathi yokuhlala kwabo kunye nendawo engakhathalelwanga xa bephambi kwendlu. Zombini zifuna ukhathalelo, ingqwalaselo kwaye ekugqibeleni inyathelo lokugcina "uhambo lwendwendwe" engqondweni. Uphando lwezenzululwazi kunye nokufunyanwa kuphuhliso lwendawo ekumiselwa kuyo kusekwe ngaphezulu kweminyaka engama-50 kujongwa kwiindawo ezinesiko elide, ngelixa inzululwazi, ulwazi, kunye namava ekwakheni iziseko zophuhliso nolwakhiwo kubuyela umva kakhulu. Yiyo loo nto kuphuhliso lwendawo ekuyiwa kuyo, ukucinga ngezitena nodaka kusalawula, kudala oko kubizwa ngokuba “ziindlovu ezimhlophe” nanamhlanje, kushiya neepropati ezinomtsalane zingenanto kwaye abatyali mali, abacwangcisi, abayili bezibuza ukuba kutheni?

Uyilo lwamava ludinga ukuba ngabanini beehotele abanetalente (kwaye ndiyathanda ukubonisa, banokufumaneka kwiihotele ezinophawu, kodwa bangabinalo ithuba lokuphila ngokugqibeleleyo), ingangumzuzu onethamsanqa wokuba umbono ojika ishishini lakho okanye unokuba uyilo olucwangcisiweyo lwamava kunye nohambo lwendwendwe kunye nemilinganiselo yalo emithathu: izixhobo zekhompyutha, ezentlalo kunye nenkonzo, ezidijithali. Kubafundi abanomdla kwiinkcukacha ezithe kratya, nceda uye ku https://www.slideshare.net/RichardAdam6/richard-adam-destination-development-3-dimensions-of-visitor-experience-with-a-focus-on-digital-082019

Sisigqibo somtyali mali okanye somnini wehotele, nokuba bafuna ukuba ngumboneleli wezinto zokulala ubusuku bonke okanye amava obonelelo, axhomekeke kwimiba eyahlukeneyo (indawo, imodeli yeshishini, amandla, intengiso, utyalomali, ukusebenza capabiliteis njl.). Kodwa iya kuba ngamava awodwa ngokwahlukileyo ahlukanisa umda wokhuphiswano kubaboneleli bempahla.

Okokugqibela, konke kuyehla ukubuyela kutyalo-mali lwenkunzi kunye ne-EBIDTA. Imalunga neshishini. Nangona kunjalo, amandla kunye nomnqweno wokudala amava abathengi ababalaseleyo kuthintelwe, xa uxinzelelo lwenqanaba lokuthengiswa kwesabelo likukhathaza, ngenxa yoko kunjalo kukuhamba phambili kunye nokubakho kweetestsetter. Umlingani oyimboni woyilo lweakhawunti kufuneka abe kwisikhokelo esiliqhinga sokungena ngempumelelo kwintengiso kunye nokuphepha ukuntywila. Amava okuphela komntu ngamnye afuna ipropathi enomgangatho ophezulu wokuqonda kuqala, umgangatho weenkonzo kunye nezinye izithako ezibizayo kodwa unokufumana iprofayili ebukhali, ukhuphiswano, ukubeka isikhundla kunye nokuzinza ngexabiso elaneleyo kuyo. Umntu othile - ngethemba ukuhamba rhoqo kweendwendwe- kuya kufuneka ahlawule loo nto kwindawo enovakalelo lwamaxabiso. Kodwa ukuthetha ngamava, njengoko uBenjamin Franklin watshoyo, „Ubukrakra bomgangatho ombi buhlala buhleli emva kokuba ubumnandi bexabiso eliphantsi bulityelwe ”.

Ukufumana ingcebiso yeqhinga okanye yengcinga kuphuhliso lwendawo ekuyiwa kuyo okanye ukwenziwa kwemijikelo yophuhliso iphela, unganqikazi ukufikelela kum nge LinkedIn umthunywa ngqo.

Ngokufutshane Bio URichard Adam

Inqanaba lesigqeba se-C samazwe aphesheya kunye nelungu lebhodi kulawulo lweeasethi notyalo-mali, indawo ekuyiwa kuyo, indawo yokuphumla-, indawo yolonwabo-, ummandla woluntu, uphuhliso lwezindlu kunye nokwenza indawo ngokwembono ye-360-degree, ukusuka kwisicwangciso se-greenfield ukuhambisa undwendwe olufanelekileyo amava kunye nokugcinwa, ngamava okusebenza kumazwekazi ama-4 kunye nothotho lwezinto ezifeziweyo kulwakhiwo olunxungupheleyo kunye nolucelomngeni okanye ukubuyiselwa kwemisebenzi, iminyaka engama-20 yokunika ingxelo kwinqanaba lebhodi. Ummeli wedijithali, oonondaba abaqeqeshiweyo, isithethi esidlangalaleni esingqiniweyo, abanomdla ongapheliyo.