Zivomezi Zachete mu Kuchereza Alendo ndi Kuchepetsa Miyezo

Popeza ndikukumbukira, pali izi "Tsogolo la… .." misonkhano yazinthu, zofalitsa ndi zokambirana pagulu. Kodi tsogolo la kuchereza alendo ndi lotani? Sindikudziwa. Ndikutsimikiza kuti ilipo, ngakhale mitundu yamalonda itha kukhala yosiyana kwambiri. Kuneneratu kumakhala kovuta, makamaka kokhudza zamtsogolo :). Ndikutsimikiza, komabe, malo ochereza alendo monga bizinesi azikhala osiyana ndipo tiziwona izi zikuchitika mwamphamvu. Ndine wolimba mtima kunena, zosintha zaka 10 zikubwerazi zidzakhala zazikulu monga momwe zidalili mzaka 30 zapitazi. Izi ndizokhudzana ndi mitundu ndi zopereka zomwe zidagawanika, tiwona patsogolopa, ndipo izi ndi zokhudzana ndi osewera pamsika, ena mwa iwo amangotsatira zizolowezi zawo ndi bizinesi yawo mwachizolowezi kwanthawi yayitali kale.

M'mbiri yamabizinesi ndi zachuma, monga tikudziwira, palibe chomwe chimangopeka ndipo palibe chomwe chimagwira ntchito chimodzimodzi, ngakhale lingaliro losavuta lokhalira anthu kutali ndi kwawo. Ingoganizirani, mudapatsidwa mbatata kuti mudye moyo wanu wonse ndipo makolo anu adakuwuzani, palibe njira ina yambiri.

Kukula, kutuluka mnyumba, mukamakhala m'malo opambana padziko lapansi, mwadzidzidzi mumazindikira misika yodzaza ndi chakudya, simunawonepo kapena kulawa. Kodi mupitabe mbatata? Ndizo zomwe tili nazo paulendo komanso kuchereza alendo: anthu ambiri sakukhutira ndi mbatata basi. Timawatcha apaulendo okhwima. Kafukufuku, kuwunika, kufananiza ndi zosankha m'manja mwawo, maso ali otseguka, wofufuza pamtima, ngakhale kufunsa komwe phindu logulira kwawo lingapite kapena chisankho chobwezeretsa chomwe chimapindulitsanso zotsalira za kaboni.

Zaka zaposachedwa tawona chidwi chachikulu cha omwe amapereka ma hotelo apadziko lonse lapansi (HSPs - omwe amadziwika kuti maunyolo ama hotelo) akutaya malo awo ndi ntchito zawo kuti akwaniritse zomwe akugulitsa ndi ntchito zawo kwa eni mahotela ndi omwe amagwiritsa ntchito, kumeza omwe akupikisana nawo kuti ayeretse msika, kulandidwa kwa Starwood ndi Marriott kukhala imodzi mwazinthu zazikulu kwambiri, koma a Hilton, IHG, Accor ndi ena amakhalanso ndi chidwi chambiri pakukula, makamaka ngati mavenda masiku ano. Ndizodabwitsa kuwona makampaniwa akukopa eni nyumba, ntchito zawo ndizabwino kwambiri zomwe zitha kuchitika ku hotelo pomwe agulitsa zambiri zawo. Lero, mitengo yama sheya a hotelo - zimadalira kukula. Kuwonjezeka kwa ziyembekezo zawo komanso misika yogawanika kwapangitsa kuti magulu azigawo azigawo ambiri akhale ndi malonjezo, omwe amayendetsedwa ndi zimphona zazikuluzikulu zomwe zimawona bizinesi yawo popereka zilembo zotchedwa zopangira, ukadaulo wosungitsa, mapulogalamu okhulupirika ndi ntchito zoyang'anira.

Komabe, ndimadzifunsa ngati mlendo wina wakale wa Ritz-Carlton wawona izi ngati kupita patsogolo kwa mlendo wake, ngati mlendo aliyense waku Westin adapeza phindu panthawi yomwe amakhala popeza ili pansi pa ambulera ya Marriott komanso ngati Waldorf-Astoria kapena St. Regis kapena Raffles akubwera pafupi ndi choyambirira, kungotchula zitsanzo zochepa. Matani ndi zolemba zoyambirira sizachilendo koma kugulitsa chinyengo. Ndikuti mudziwe, ngati chinyengocho chimayenera kugulitsidwa kwa alendo, kwa eni hotelo ndi omwe amagulitsa ndalama kapena kwa onse. Tsopano tiyeni tiwone izi mopitilira.

1. Chinyengo cha mtengo wamtengo wapatali

M'masiku akale, popita kudera losadziwika ndi malingaliro oyesera pang'ono, zimawoneka ngati zotetezeka kusungitsa hotelo kuchokera ku unyolo wodziwika wa hotelo. Makamaka omwe amayenda pafupipafupi amakhala ndi nkhawa kwambiri ndi zocheperako pang'ono kuposa momwe angakhalire ndi hotelo yodabwitsa kwambiri. Mitundu yama hotelo yosungitsa malo ndiyotetezedwa bwino ndipo maunyolo ama hotelo anali kuyika magulu awo m'magulu oyambira 1 mpaka 5 nyenyezi ndikugulitsa malingaliro awa kwa omwe amagwiritsa ntchito hotelo, eni ndi omwe amagulitsa ndalama chifukwa zinali zotetezeka kwa iwo kuti asamagwire ntchito yogulitsa katundu kapena ntchito zoopsa ndipo zimapatsa mwayi wokula. Izi zinali kugwira ntchito bwino kwa onse okhudzidwa kwa zaka zambiri.

Makampani akuluakulu atangokhazikitsidwa kumene, amadzipatula chifukwa chogwiritsa ntchito ukadaulo, monga njira yoyeserera mwapadera kapena kapangidwe kake kosayerekezeka. Padziko lonse lapansi yochulukitsa malingaliro ama hotelo molingana ndi miyezo, maubwino ampikisano adasochera. Ndalama zachikhalidwe ndizomwe zimalamulira zisankho masiku ano. Zaka chikwizikwi zakhazikitsa malamulo ndi zokonda zawo. Chizindikiro chenicheni chikuyenera kutulutsa, kulimbikitsa, kupanga zatsopano, kufotokoza nkhani, nthawi zambiri yolumikizidwa ndi utsogoleri wachisangalalo komanso wowonera.

Sindikudziwa dzina loti "achigololo" lokhala ndi maudindo otsogola otsogola pantchito ndipo makampani ambiri amalemba ma CV osakanikirana ndi "mawu abwinobwino" m'malo mwa umunthu kapena zomwe zakwaniritsidwa m'bokosi. Lingaliro lazolemba sichizindikiro chamoyo. Chizindikiro ndi mzimu.

Makampani akakhala kuti ali ndi cholowa chambiri m'mbuyomu, m'malingaliro oti "takhala tikuzichita nthawi zonse", nthawi zambiri amasiya kutsogolera. Mwambo umatanthauzanso kuti moto uziyakabe komanso kuteteza phulusa. Zina mwazithunzi zodziwika bwino za hoteloyi zidakhala gawo lamagulu ama hotelo: The Erawan ku Bangkok, Mount Nelson ku South Africa, Carlton ku Cannes, The Georges V ku Paris, yomwe inali nthano kale zaka zinayi zisanakhalepo, kapena The Raffles ku Singapore tsopano kukhala gawo la Accor.

M'magalimoto, kampani ya Daimler-Benz idalumikizidwa ndi Chrysler kwakanthawi ndipo magalimoto a Mercedes-Benz mwadzidzidzi adakhala ndi ziwalo za Chrysler. Kutsika koipitsitsa pakugulitsa magalimoto a Mercedes-Benz ndi zomwe zidachitika. Nthano zachikhalidwezi zitha kukhala ndi mphamvu zowonjezera pamsika, koma kuchokera ku kuzindikira kwa mtundu momwe amaonera, imakweza mtundu wa HSPs kuposa momwe amathandizira pazikhalidwe zachikhalidwezi. Ena mwa iwo, monga The Palace ku St. Moritz, adatulukanso patadutsa zaka zingapo osakwaniritsa zabwino zomwe amayembekezera. Ndikadakhala mwini wa malo odziwikawa, nditha kufunsa ndalama m'malo mongolipira. Ngakhale makampani ama hotelo amalemba ganyu kuchokera kumsika womwewo wina aliyense amachita, pakhoza kukhala zopindulitsa pama hotelo awa, muukadaulo wodziwa, kukhathamiritsa, ndikukhala ndi ma digito, ndi zina zambiri, koma osati zikafika kuulemerero wa zopangidwa. Atsogoleri amsika amtsogolo sadzakhala opanga zazikulu - adzakhala omwe ali ndi chidwi chazikhalidwe kuti amvetsetse zomwe ogula akufuna nthawi iliyonse ndi zomwe angathe kuchita popanda. Ayenera kudzipangira okha makasitomala, kuwapatsa phindu, ndikudziwongolera okha monga operekera zokumana nazo (osati zinthu zokha).

Poganizira momwe ndidakhalira muukadaulo komanso kutsatsa, ndine wothandizira zomanga. Pali lonjezo, pali phindu, pali kudalirana ndi kutumizirana, muzochitika zabwino palinso matsenga ndi kudzoza kwa izo. Ndizoposa zolemba komanso kapangidwe kamakampani.

Magulu ena ama hotelo ndi abwino, amakhala ndi mzimu, mzimu wofanana wochita zinthu ndikutumizira alendo awo. Kutchuka kwa The Mandarin Hong Kong ndi The Oriental Bangkok kunaphatikizidwa ndikupangidwanso bwino ku Mandarin Oriental Group kukhalabe odalirika. Makampani ena, omwe asinthana kuti agulitse zilembo zamalonda mwazinthu zogulitsa monga mtundu wawo wabizinesi wotsindika pakukula, asiya kukhala chizindikiritso chenicheni. Aliyense amene amakhulupirira kuti ndalama zitha kugula chilichonse amavomerezanso kuti anali wokonzeka kuchita chilichonse pa ndalama.

Eni hotelo ndi omwe adasungitsa ndalama adalipira ndalama zawo pazomwe timatcha kuphatikiza kwa omwe amapereka ma hotelo, zomwe zadzetsa kukwera kwamitengo yama hotelo moyang'ana kwambiri pakukula koma zikuwoneka kuti, malingaliro awa anyalanyaza kwambiri kuti asangalatse kapena kudabwitsa awo ogula malonda, otchedwa alendo ku hotelo. Ndizosadabwitsa kuti a Minor Inc. ku Thailand posachedwapa akhazikitsa mlandu woweruza Marriott chifukwa chopeza ndalama zochepa.

Ndikukumbukira kuti nthawi ina ndidayang'ana ku hotelo ina ku Orlando, yomwe inali ya chizindikirocho ndi mawu akuti "azimayi ndi abambo omwe akutumikira amayi ndi abambo" panthawiyo. Kunada, ndinali nditayenda maulendo opitilira 20 chifukwa chakuchedwa, ndinalinso wokhazikika komanso wotopa. Koma wolandila alendo adatenga nthawi kuti amupatse moni, adayenera kuwoloka malinga ndi momwe amayendera. Sizinali zomwe ndimafuna kapena ndimafuna kumva panthawiyo. Zolinga zabwino, kugwiritsidwa ntchito mopanda tanthauzo.

Zaka zingapo zapitazo, ndidasungidwa ku Aloft Hotel ku South East Asia, akadali pansi pa ambulera ya Starwood panthawiyo. Sindine mlendo wa hotelo "yokonza kwambiri" koma ndidakhumudwa kwambiri nditalephera kulumikiza foni yanga ndi makina amawu m'chipindacho chifukwa cholumikizira chipindacho chidatha ntchito. Poganizira za lonjezo la Aloft ndikuthandiza anthu amtundu wa digito, inali nkhani yochititsa manyazi. Pachilungamo, ndinakulira kuhotelo ndipo pambuyo pake ndakhala ndikugwira ntchito m'ma hotelo zaka zambiri ndekha. Palibe chinthu chonga dziko langwiro. Koma izi zinali zokumana nazo zomwe ndimakumbukirabe, zosemphana ndi lonjezo la mtunduwo.

Zowonadi zake, malo ena ama hotelo amasintha chizindikiritso chawo mwachangu, alendo okhazikika sazindikira ngakhale pang'ono, zomwe sizosadabwitsa: kupatula kulembera palibe kusiyana kulikonse. Ndikulimba mtima kufunsa ngati lonjezo lakulandila alendo lakhala phulusa lalikulu la sopo komanso ngati inflation iyi idzafika pachimodzimodzi ndikuchepa ngati McDonald's.

Chifukwa chiyani? Mphamvu zawo zotsatsa zimatha kukweza lonjezo lamtundu wamphamvu kuposa kutumizira kwenikweni. Makasitomala anu atakhala kuti salinso alendo a hotelo koma oyendetsa hotelo, eni ake ndi omwe amagulitsa ndalama, chifukwa chake, chidwi chanu ndi luso lanu zimasintha. Mumakola ng'ombe zanu zandalama koma kudyetsa alendo ku hotela ndi mbatata. M'malo ogulitsira abwino odziyimira pawokha omwe ali ndi malo ogulitsira alendo, ndi njira ina yozungulira ndipo anthu amadabwabe ndi kukhudzidwa komwe kumapangitsa kusiyana, poganiza kuti akugwiritsidwa ntchito moyenera.

Makina opangira ma hotelo ovala yunifolomu padziko lonse lapansi satha kuyang'ana za alendo, makamaka akakumana ndi zikhumbo zakukula kapena kuwopa kulandidwa kapena chilichonse chokhudzana ndi kusinthanitsa masheya, pomwe ogulitsa malo ogulitsira amakhala ndi mtima. Oyenda pafupipafupi akupeza izi mopitilira muyeso.

Zomwe kale zimadziwika kuti "kukhulupirika pamtundu" zitha kugwirabe ntchito ndi nsapato zothamanga, magalimoto, ndi mafoni am'manja, powona kufunika kwakanthawi kovuta kwa tanthauzo lazinthu. Pakuchereza alendo chimakhala chofanana ndi kusungulumwa.

Mapulogalamu onse okhulupirika ndi ukadaulo wa CRM akuyesera kubwezera izi. Ndine membala wa ena mwamapulogalamuwa. Osati wowononga ndalama zambiri, koma ndili ndi mafupipafupi ndipo palibe mapulogalamuwa omwe adandisangalatsa. Zikuwonekeranso kuti, manja ambiri omwe amaphatikizidwa amafinya zipinda zazing'ono posinthana komanso kugulitsa moyenera adzagwiranso ntchito. Chifukwa chake, mtundu wama bizinesi owoneka bwino padziko lonse lapansi atha kukhala mtundu wa bizinesi ya dinosaur posachedwa. Ngakhale atakhala ochulukirachulukira pamalingaliro awo otsatsa malonda, mwachidziwikire amatulutsidwa popanda zofunikira pakuyembekezera kwawo komanso kuchereza alendo. Marriott pakadali pano ali ndi zilembo 30 zomwe amazitcha kuti mbiri yawo, Accor ngakhale 32. Kodi atha kubwezeretsanso gudumu lochereza alendo m'malo 30 osiyanasiyana ndikuligwiritsa ntchito padziko lonse lapansi ngati mbiri yabwino? Osewera akuluwa akuwoneka kuti akuwona izi ndikuwanyengerera ndipo akuyesetsabe kupereka malo ogulitsira odziyimira pawokha malo omwe ali ndi mbiri yawo, osanenapo kuti ndi mtundu wina wa ndalama malinga ndi ndalama za mapulogalamu okhulupilika ndi magawo ogawa ena.

Apanso, akusowa chofunikira pakuyembekezera alendo komanso zokumana nazo. Monga ananenera Albert Einstein: "Palibe vuto lomwe lingathetsedwe kuchokera pamlingo womwewo wazidziwitso womwe udalilenga".

Zing'onozing'ono, zatsopano, zowonjezera alendo komanso zosokoneza alendo malingaliro akutenga mawu pakamwa "ayenera-kuwona" kuzindikira. Zimangokhala zokhudzana ndi komwe mukupita, malo ake apadera ndipo sizikhala konse za chizindikiro. Chifukwa cha malo ochezera a pa Intaneti komanso mphamvu yolimbikitsira, palibe bajeti yotsatsa kapena kampeni yolipira (yabodza) yomwe ingathe kubwezera pakamwa pakamwa sikukugwirirani ntchito.

2. Chinyengo cha kugawa mphamvu

M'chaka cha 2000, ndidaphunzira kuchokera ku kafukufuku wa McKinsey, yemwe adati pafupifupi zaka 15 kuyambira 2000, zambiri zosungitsa kapena kugula m'malo ogulitsira ndi maulendo zidzachitika pa intaneti. Panthawiyo, ndinali m'manja mwa oyang'anira zachitetezo cha zokopa alendo kuti ndipite komwe alendo okwana 45 miliyoni omwe adalembetsa pachaka amapanga 50 biliyoni ya madola a pachaka ndi 8% ya GDP. Chifukwa chake, awa anali mawu ofunikira kwambiri akuyitanitsa kuchitapo kanthu.

Kuyambira pamenepo, ndimapitilizabe kugwiritsa ntchito ukadaulo wa digito ndikukhala ndi mbiri yakuchita bwino ndikulephera, kuphunzira kosatha komanso chidziwitso chosalekeza, chomwe chandithandiza kukulitsa mphamvu zanga kusiyanitsa zomwe ndizotheka kuchita, "kukoma kwa miyezi" ndi chiyani zomwe zithandizire kutsogola kwakutsogolo.

Lero, pogulitsa tili ndi Amazon, Ebay, Alibaba etc. ndiulendo, tili ndi Priceline (kuphatikiza ma subbrands Booking, Agoda), Expedia, Trip Advisor, CTrip ndi zina zambiri. Magulu a Hotelo atha kukhala ndi zida zawo zoimira ogulitsa B2B ndipo amagwiritsanso ntchitoukadaulo, koma potengera kuchuluka, amadalira omwe amatchedwa OTAs (Maulendo Oyenda Paintaneti).

Zovuta zawo zomwe zimakakamiza ogulitsa hotelo kuti apereke mitengo yabwino kwambiri kudzera pa ma OTA zidathandiza kwambiri pakukula kwawo. M'mayiko ambiri, mchitidwewu kapena mgwirizano siziloledwa, koma ma OTA ali ndi njira zawo zodutsira izi.

Booking.com imalipira 850 miliyoni USD pachaka kuti iteteze malo apamwamba pakusaka kwa Google komanso mkati mwazomwe mungapite kopita, ndi za mtengo kapena phindu lowonjezera, osatinso zamtundu. Kupatula pakuchita zotheka kusintha mitengo yosinthira, ndalama ndi kasamalidwe ka njira, ma HSP alibe zopikisana zambiri pamachitidwe awa. Ichi ndichifukwa chake amakhala ndi zotsatsa zazikulu zotsatsa kuti azisungitsa mwachindunji kuti apulumutse ntchito kapena apange mgwirizano wolimba mtengo wogwiritsa ntchito kumapeto. Munthawi yakugulitsa kwamakina ogwiritsa ntchito mwadongosolo, makampeni otsatsa otsatsa awa amafunikira kuti mayendedwe owoneka bwino komanso magazini achidwi akhalebe opititsa patsogolo ntchito za otsogola, zocheperako pochita bizinesi. M'malo osakira a OTA, hotelo zodziyimira pawokha zimayima pafupi ndi nthambi zamagulu am hotelo, ndi mwayi wosalipira ndalama zowonjezera kwa omwe amapereka hoteloyo. Izi zimawonjezera kusintha kwamitengo kapena mwayi wowonjezera phindu ndi ntchito. Kwenikweni, hotelo iliyonse imatha kupanga luso ndikukhazikitsa ndalama zokhazokha ndikuwongolera mayendedwe. Si sayansi ya rocket koma imafuna kudzipereka komanso kulumikizana kwazinthu.

Kwa ogulitsa mahotela odziyimira pawokha, omwe akufuna kukonza njira zawo zogawa pa intaneti, agwiritse ntchito ma OTA popanda kudalira anthu ena, mutha kuwona zanga zaulere za slideshare pankhaniyi: kugawa pa intaneti https://www.slideshare.net/RichardAdam6/richard-adam-ota-booking-and-online-distribution-for-independent-hotels-and-tourism-suppliers-082019

Makampani a mafakitale onse (kuphatikiza oyang'anira) akayamba kuganiza kuti ndiabwino kuposa onse, ndiye kuti amakhala pachiwopsezo chachikulu. Mukasiya kusintha, mwasiya kukhala abwino. Mbiri imawonetsa, nthawi iliyonse makampani akamalamulira kwambiri ndikulamulira misika, anthu ena amaganiza zothetsera nzeru zawo. Ma OTA amakhalanso ma dinosaurs pamlingo winawake ndipo akumva kutentha. Zipangizo zamakono zatsopano zingawapangitse kutha ntchito kapena kupangitsa kuti bizinesi yawo isakhale yovuta kwambiri. Malingaliro aukadaulo wa Blockchain pamalumikizidwe amalipiridwe atha kukhala njira yabwinoko kwa hotelo. Makampani omwe amagwiritsa ntchito izi, monga Winding Tree, sakhala ochepa pazachuma.

Mu "chuma chakale", makampani omwe amayang'anira kupezeka (monga mafuta, chitsulo ndi zina) amatchedwa "Aggregators" ndikupangitsa anthu ngati Carnegie kapena Rockefeller kukhala olemera kwambiri. Mu "chuma chatsopano", ophatikiza amatchedwa Amazon kapena Alibaba muogulitsa ndi Expedia, Priceline, TripAdvisor kapena CTrip poyenda. Kusiyanitsa ndikuti, samayang'anira kupezeka, amayang'anira zofuna. Maunyolo m'mahotelo kapena makamaka ma HSP atha kukhala ndi gawo lalikulu pamsika, koma samayang'anira kufunikira kapena kupereka, ngakhale zopereka zawo "zawo" pomwe mlendo wa hotelo amamuwona ngati kasitomala. Monga tikudziwa, makasitomala awo ndi eni hotelo, chifukwa chake akhoza kukhala oyenera. M'bizinesi yamalonda yozikika pachuma, simalo okhazikika kosatha. Zomwe ali nazo ndikulonjeza, malonda awo ndi ntchito zawo ndizofunika kulipira ndalama zachifumu, m'malo abizinesi omwe amakhala ndi malire ocheperako kwa omwe amagwiritsa ntchito hotelo, kusiyanasiyana kwakukulu ndikudzaza zolemba zawo pomwe chisangalalo chawo chikutha. Zitha kukhala zofunikira, kuti nthawi zina, mbiri yotchuka ya hotelo itha kukulitsa mtengo wogulitsa. Zokwanira, koma mwiniwake walipiranso.

3. Chinyengo chachuma

Popeza Adam Smith mwaluso adabweretsa lingaliro lazachuma, zasintha dziko lazopanga, kugulitsa zinthu ndikuchita bizinesi. Mosakayikira kutchula mndandanda wazogulitsa, zomwe sizikanakhalapo kapena sizikanakhala zotsika mtengo. Ma HSP amapindulanso ndi malingaliro awa ndipo adatsata ndondomekoyi poyang'ana kugulitsa zilembo zovomerezeka, malingaliro, ukadaulo wogawa, ndi ntchito yoyang'anira kwa eni hotelo ndi omwe amagulitsa ndalama. Izi zadzetsa kukula kwakukulu padziko lonse lapansi ndipo zakhala zikuyenda bwino komanso kwazaka zambiri kwazaka zambiri. Malire amachitidwe osatha potengera chuma cha zinthuzo ndi zatsopano, zopereka zina kapena kusintha kwa kasitomala. M'makampani ochereza alendo, malingaliro azigawo zazigawo koma zovomerezeka za alendo ogona omwe akuyembekeza zokumana nazo zofananira padziko lonse lapansi sizitha.

 Kuchokera pamalingaliro amachitidwe, kupatula malingaliro amwambo pamalingaliro amtengo kapena kuwonjezerapo phindu, pali njira ziwiri: njira yotheka, "yotetezeka" yoyeserera kukula kosasunthika kapena njira yosokoneza yolimbana ndi mipata yamabizinesi wamba ndikuchita zinthu ndi njira yatsopano. Monga tikudziwira kuchokera ku Uber kapena WeWork, osokoneza amasokoneza msika pakupanga zofuna kapena mayankho, palibe amene adaziwonapo kapena kuzichita kale. Koma ndizowopsa, ndipo phindu mwachangu kapena ROI sibwino kukhala chinthu choyamba pamndandanda. Apanso, njira zosokoneza zitha kukhala lonjezo mtsogolo. Masomphenya a magalimoto osagawidwa ngati atakwaniritsidwa, zomangamanga za Uber ndiye msana wogwira ntchito padziko lonse lapansi.

Purezidenti wakale ndi CEO wa Starwood, a Frits van Paasschen, adalemba buku la "The Disruptors´ Feast" atakhala ku Starwood. Kaya izi zidangochitika mwangozi kapena kuwoneratu zamtsogolo, mtundu wamabizinesi a HSP utha kukhala wopanda ntchito kapena wofunikira kusintha kosunthika, amayankhidwa m'bukuli mwachidule. Ndikuganiza kuti angavomereze zina mwazomwe zalembedwa apa (Frits, ndibwino kuti mundiuze mseri nthawi ina).

4. Chinyengo cha zokumana nazo za alendo

Pali njira yakale ya William E. Deming. Ubwino ndipamene nthawi yobereka imakhala yofanana ndi chiyembekezo. Ndikulingalira, imeneyo ndi nzeru ya mfundo ndi njira za HSPs. Koma kodi si "wow" zomwe zimapangitsa alendo kugawana zomwe akumana nazo pamawebusayiti kapena kunyumba? Kodi si kasitomala wobwereza kapena woimira yemwe hotelo iliyonse imayenera kukhala ndi bizinesi yokhazikika? Pamene kubereka kuli kofanana ndi chiyembekezero simumapanga chinthu "wow". Anthu satenga mapilo kapena onyamula kubwerera kwawo kuchokera ku hotelo (o, ena amatero), amachotsera zomwe akumana nazo ndipo ndizomwe zatsala kuti mupeze hoteloyo kuti mupititse patsogolo kapena kubwereranso. Zochitika zimakhudzana ndi mbiri ya munthu, mawonekedwe ake komanso mawonekedwe ake. Izi zimafunikira maluso pakupanga ndi kutenga pakati, osaphatikizira ndikutengera. Ndi chuma chambiri osati chuma chambiri.

Sindikulankhula za woyenda mabizinesi pafupipafupi, yemwe amayang'ana mochedwa ndikunyamuka koyambirira ndi chiyembekezo chokhacho choyendetsa bwino osadabwitsa. Kwa iwo, kuchereza alendo ndikofunika. Ndimayankhula za magulu omwe akufuna kusankha omwe amasankha mahotela kapena kuchereza alendo chifukwa chokhala ndi chidziwitso chosangalatsa, iwo omwe atopa ndi "deja vue". Makasitomala omwe amafanizira ndikusankha zomwe amakonda. M'dziko ladijito, kuyerekezera sikunakhale kothandiza chonchi.

M'mayiko ocheperako potengera zokopa alendo, popanda kuphunzira za mbiriyakale yazoyenda ndi zotsatira zake, pali malingaliro olakwika ponena za mtundu wa bizinesi ya HSPs. Kwa Saudi Arabia yofuna kutchuka, Accor yangolengeza kumene kukhala ndi "zipinda za 11.000" mu payipi. Zolemba zina za HSPs ndizotsatira. Imodzi mwa malo ochepa otsala agolide padziko lapansi a HSPs.

Mosakayikira, Accor ndi yomwe imapereka malingaliro ofunikira ochereza ndipo zithandizira kukhazikitsanso malonda mdziko muno kuti azitha kukhala ndi mphamvu zodziwika bwino, koma ndizosangalatsa kuwona, zomwe anthu amaganiza kuti Accor ikuyesa ndalama ndikuyika pachiwopsezo chachuma kapena chantchito. Akungogulitsa ntchito zawo zovomerezeka kwa osunga ndalama aku Saudi. Otsatsa ndalama akuwonetsa bwino ngati malingaliro amakono amakono adzakhala opitilira muyeso mzaka khumi, kapena osakhalaponso. Mwinanso, gulu lazamalonda la Saudi kapena mayiko ena (kuphatikiza malingaliro azachuma) omwe ali ndi kuthekera, kuyendetsa ndi kudzipereka kukhazikitsa alendo mdzikolo okhala ndi mbiri komanso luso ngati woyendetsa weniweni kuti azichezera, akufunikirabe nthawi, maphunziro, ndalama ndi chidziwitso kutuluka ndikukhwima mwa kuphunzira m'malo motengera ma kope.

Kafukufuku wamsika wapadziko lonse lapansi akuwonetsa momveka bwino, kuchereza alendo komwe kuliko masiku ano ndizofunikira zoyendera dziko. Anthu amapita kugolosale chifukwa amadziwa zomwe angapeze, osati chifukwa amafuna kudziwa izi pogula zinthu, osati chifukwa choti amafuna kukhalapo nthawi zonse. Zomwe zimayendetsa posankha komwe akupitako ndizosiyana kwambiri. Ngakhale achinyamata, nthawi zambiri, ayenda kale padziko lapansi.

Ndikukumbukira kuti ana anga anali aang'ono, nthawi zambiri amafuna "ofanana" ndi anzawo, tsopano akula komanso kukhwima, amayang'ana zinthu "zosiyana" ndi zokumana nazo. Mofanana ndi wapaulendo wokhwima, "amakula" ndikusintha zomwe amakonda, zolembedwa pakusintha kwa ogula ndi zotsatira zake pazaka zikwizikwi. Kuchita ndikukhala "chimodzimodzi" si malingaliro a wofufuzawo wa chikhumbo. M'makampani akuluakulu komanso ampikisano kwambiri padziko lonse lapansi, ma HSP atha kuthandiza kukhazikitsa chidaliro ndikukhazikitsa maziko oyambira kumene. Komabe, kuti mupeze mpikisano wapadziko lonse yopitilira ambiri, mopitilira zosowa zomwe mukufuna "inenso", kuposa kukhala ndi "zomwezo", muyenera kuganiza ndikupanga patsogolo. M'makhalidwe ogula, anthu amapita kumalo otsika mtengo kapena abwino kwambiri, ochepa kwa ambiri.

Pakadali pano Marriott ikupanga zolemba mosalekeza zakukula ndi zinthu zatsopano ku Japan. Nthawi yomweyo, wolemba ndalama wayambitsa kubweretsa lingaliro lanyumba yaku Japan, kumalo ena akunja padziko lonse lapansi. Komanso, Muji, kampani yogulitsa ndi kupanga yaku Japan, ikukhazikitsa mahotela. Ndimazisiyira owerenga, zomwe zimawoneka zosangalatsa kusanthula kuchokera pazomwe akumana nazo.

Kupatula kutsitsimutsidwa kwa malingaliro omwe agwiritsidwa ntchito ndi iwo eni, malo ogulitsira omwe ali ndi mbiri yosangalatsa, timawona zoyesayesa zatsopano ndi malingaliro otanthauzira alendo m'njira yatsopano. Kutha kwanga kuwerenga, kuwona kapena kuyenda ndi kocheperako, kuti ndipeze mndandanda wathunthu wazomwe mayiko akuchita padziko lonse lapansi. Pali zambiri ndipo pali opikisana nawo atsopano omwe amabwera kumsika sabata iliyonse. Ngakhale kuti si aliyense amene adzapulumuke, alipo chifukwa kufunikira kochereza alendo kukukula ndipo njira za HSPs zikukwanira kwambiri. "Muyeso" wafa, palibe chiopsezo palibe zosangalatsa.

Ndilibe chitsimikizo chomaliza cha izi, koma kukwera kwa AirBnB ndi mitundu yosiyanasiyana yazogulitsa zomwe amapereka ndi chisonyezo champhamvu. Kusaka kwa zomwe angachite ndi komwe kudapangitsa kuti AirBnB ikule mwachangu kapena nsanja zofananira, mwina osati njira yomwe ikufunidwa, koma tawonani momwe akupezera mbiri mwa kupititsa patsogolo zokongoletsa, kunja kwa bokosi zokumana nazo. Ndi chifukwa choti pakufunika kutero. Pali anthu omwe samangofuna mbatata zokha. Mbatata yoyamba idakali mbatata. Pomwe ma HSP akumenyera nkhondo kuti akhazikitse, kukhazikitsa ndikuwongolera miyezo yawo, AirBnB (ndizovuta zonse zowongolera zabwino) idatulutsa zaluso ndikupereka nsanja ya osokoneza.

Katswiri wazogulitsa zamtengo wapatali ndipo atakhala kuti ali ndi mwayi wopezera zabwino, Gulu LVMH yaku France lasamukira pamsika wochereza alendo. Atakhazikitsa ochepa Maison Cheval Blanc, apeza Belmond posachedwa. Imodzi mwamakampani otsalira ochepa omwe amakhalabe ndi ma hotelo ndi zina zanyumba zapamwamba, zokongola zosowa kwenikweni pakati pawo, m'malo mwa wina wogulitsa zilembo. Mbiri ya Belmond yodzipereka kuchereza alendo ndi imodzi mwabwino kwambiri pamsika. Komabe, mtundu wawo wamabizinesi umaphatikizira ndalama, ndizovuta ndipo mapaipi awo azinthu zatsopano akupanga zatsala pang'ono kutheratu. Zidzakhala zosangalatsa kuwona, ngati apita patsogolo pagululo potipatsa chidziwitso chapamwamba pansi pa ambulera ya LVMH ndipo chifukwa chake amakhala opatsa mwayi wosankha kapena amasunthira mbali yomweyo yophatikizira kuyika kwazinthu zophatikizika ndikupanga chifukwa cha Kukula koyera ndikukhala operekera hotelo "mee inenso".

Kwa anthu achichepere, okonda bajeti komanso otanganidwa ndi ntchito zosamukasamuka za digito, Selina akukakamira kumsika ndi mtundu wawo wolonjeza wokhala ndi moyo waku Latin America kapena zomwe zatsala pokhapokha "zakhazikika" ndikugulitsa kunja. Komanso Sonder ndi lingaliro losangalatsa komanso lokula bwino kuti mukhalebe tcheru, likugwira ntchito pamalo abwino pakati pa nyumba zogona ndi hotelo.

Kwa zaka makumi awiri tsopano, magawo osiyanasiyana pantchito zachitukuko amandibweretsa ku China pafupipafupi. Ndakhala m'mahotela ambiri, ambiri mwaomwe amadziwika kuti ndi apadziko lonse lapansi. Popeza ndidapeza Eclat Hotel ku Beijing, awa ndi malo anga (zachidziwikire, anthu ali ndi zokonda zosiyanasiyana, ndichifukwa chake nkhaniyi ilipo). Palibe wopanga mapulogalamu ambiri omwe amaganiza malinga ndi miyezo ya HSPs yokhazikitsidwa yomwe ikadakhala ndi malo ngati awa. Malowa ndi apadera kotero kuti palibe mtundu wa mtundu wa hotelo womwe ungakhale wokwanira. Malo ake ojambula ndi kapangidwe kake okhala ndi mabedi ndi ntchito yabwino. (Dany, chonde zitsimikizireni, sindiyenera kuyitanidwa kapena zabwino zilizonse zonena izi). Zachidziwikire, ngati ndingamve zatsopano zatsopano zoyeserera m'gululi, ndipita kukaziwona ndikupitiliza. Palibe chiopsezo, palibe zosangalatsa. Koma sindisintha kukhala "yovomerezeka", ndikakhala ndi chisankho. Monga tikudziwira, "muyezo", wokwera kapena wotsika, uli ndi matanthauzo osiyanasiyana. Pakakhala zofunikira, "standard" siyabwino mokwanira.

Makampani ochokera kumakampani osiyanasiyana tsopano amagwiritsa ntchito oyang'anira "makasitomala". Izi ndizolonjeza. Komabe, nthawi zambiri amangoyang'ana kusintha kwaulendo wamakasitomala a digito. Malingana ngati malonda anu sanaperekedwe kwathunthu mu cyber space, palinso zomangamanga za "hard ware" komanso gawo lazachikhalidwe - malo ochezera sakhala okha "malo ochezera a pa Intaneti", popeza tikadali ochulukirapo anthu, mwachiyembekezo. Anthu amagwiritsidwa ntchito kuyang'anira ndege zawo pamakina pano. Palibe cholakwika ndi izo. Ndiko kuyerekezera, koma osati kusintha kwakumva bwino (pokhapokha makina osindikizira m'makinawa atakakamira). Kapenanso, kulowa pa intaneti ndi lingaliro labwino, bola ngati mulibe funso lapadera, mwachitsanzo nkhani za visa. Kodi mudayesapo kupeza izi kudzera pa foni yama ndege? Wopanda chiyembekezo. Komanso, ngati mungafune kudziwa, ndi nthawi yovuta kwambiri kuti mupeze, simunabwezeretse foni yanu yam'manja, mphindi yakukwera ndege itha kukhala yothamanga kutsogolo. Makina ogwiritsira ntchito ku hotelo amathanso kukhala osangalatsa ... kapena kuwonongeka kwa mitsempha. Dziko ladijito limapereka mwayi watsopano komanso limasintha zinthu zambiri, koma osati zonse. Zomwe zimatchedwa "Service Hotline" zamakampani amafoni ndizotsimikizira kwathunthu, kumvetsetsa kwa "ntchito" kumatha kusintha kukhala nthabwala zopanda pake. Kuzindikira kokhako kotumikirako ndikuchereza alendo kumatha kusiyanitsa wina ndi mzake.

Pali kusiyana kwakukulu pakukula pakati pa mahotela amzinda, omwe ndi chitukuko changwiro cha malo, kapena mahotela azisangalalo kumadera akutali, komwe malo ndi chilengedwe chimagwira gawo lofunikira kwambiri ndipo phindu lazomwe zimakhazikikazo zimakhazikitsidwa pazinthu zina. Izi zikuyenera kutchulidwa ngati chitukuko chakopita chifukwa ndizovuta kwambiri. Makulidwe akuchereza alendo aliwonse "amakono" monga akunenera, mochulukirapo kapena pang'ono. Njira yopititsira patsogolo kopita ikufuna kuphatikiza nkhani yosamalidwa bwino kuti apange mbiri yakuthwa komanso (yapadera) yokhala ndi mpikisano. Sizokhudza kusonkhanitsa nthambi ndi ma copycats. M'madera omwe ndimagwira nawo ntchito yopititsa patsogolo malo osangalalira kapena tchuthi, nthawi zambiri ndimakumana ndi malingaliro azigawo zokha. Mumakumana ndi katundu wa satelayiti kapena "madera otukuka", koma alendo akafuna kuchoka m'mahotelo kuti akadziwe za malowa, amaima pakati paliponse mumlengalenga, akukumana ndi malingaliro ndi malingaliro omwe sioyenera kupanga iwo amalimbikitsa kapena kubwereza alendo.

Ngakhale kuyang'ana pazenera la chipinda cha alendo kumafunikira kupindika. M'malo osangalatsa ndikuganiza, kukonzekera ndikugwiritsa ntchito ma ghettos ndi njira yovuta komanso yotengeka. Alendo nthawi zonse amayang'ana momwe adadziwira malo osiyanako pakati pa malo okhala ndi malo omwe anyalanyazidwa akamapita kutsogolo kwa nyumbayo. Zonsezi zimafunikira chisamaliro, chisamaliro ndipo pamapeto pake kuchitapo kanthu kukumbukira "ulendo wa alendo". Kafukufuku wasayansi ndi zomwe apeza pakukonzekera kopita kumakhazikitsidwa zaka zopitilira 50 zikuyang'ana komwe akupita ndi miyambo yayitali, pomwe sayansi, kudziwa, komanso luso pakupanga zomangamanga ndi zomangamanga zimayambira kalekale. Ichi ndichifukwa chake pakukula kopita, kuganiza pa njerwa ndi matope kumakhalabe kofala, ndikupanga zomwe zimatchedwa "njovu zoyera" mpaka pano, kusiya nyumba zokongola zilibe kanthu ndipo osunga ndalama, okonza mapulani, omanga nyumba akudabwa chifukwa chiyani?

Zochitika pakupanga zimafunikira eni hotelo omwe ali ndi luso (ndipo ndimakonda kunena kuti, amathanso kupezeka m'mahotelo odziwika bwino, koma sangakhale ndi mwayi wokhala ndi kuthekera konse), itha kukhala nthawi yabwino yokha kukhala nayo lingaliro lomwe limatembenuza bizinesi yanu kapena itha kukhala yolinganiza bwino mwadongosolo paulendo wa alendo ndi magawo ake atatu: hardware, chikhalidwe ndi ntchito, digito. Kwa owerenga omwe akufuna kudziwa zambiri, chonde pitani ku https://www.slideshare.net/RichardAdam6/richard-adam-destination-development-3-dimensions-of-visitor-experience-with-a-focus-on-digital-082019

Ndi lingaliro la investor kapena mwini hotelo, ngati akufuna kukhala wopezera katundu wogona tulo tofa nato kapena wodziwa zambiri, zomwe zimadalira pazinthu zosiyanasiyana (malo, mtundu wabizinesi, kuthekera, msika, ndalama, ntchito capabiliteis etc.). Koma chidzakhala chochitika chapadera chomwe chimasiyanitsa mpikisano ndi omwe amapereka zinthu.

Pomaliza, zonsezi zimangobwerera pakubweza ndalama ndi EBIDTA. Ndi za bizinesi. Komabe, kuthekera ndi chidwi chokhazikitsa mwayi wopezera makasitomala ndizochepa, pomwe kukakamizidwa kwa omwe ali ndi masheya kukukhumudwitsani, chifukwa chake kutsogola ndi kutsogola kumatha. Mnzake wopanga zowerengera za akauntanti amayenera kutsogozedwa kuti athe kuyenda bwino pamsika ndikupewa kumira. Zomwe Munthu Amachita Pomaliza Zapamwamba zimafunikira kukhala ndi maluso, luso la ntchito ndi zina zopangira mtengo koma zitha kupangitsa kuti mbiri yanu ikhale yolimba, kupikisana nawo, kuyimilira ndi kukhazikika pamtengo wokwanira. Wina - tikukhulupirira kuti alendo azichezera pafupipafupi - amayenera kulipira izi m'malo amitengo. Koma kuyankhula pang'ono, monga a Benjamin Franklin ananenera, „Kuwawidwa mtima kwa mkhalidwe wosauka kumakhalapobe munthu ataiwala kukoma kwa mtengo wotsika ”.

Kuti mupeze upangiri wamalangizo kapena malingaliro panjira yopititsa patsogolo kapena kuyambitsa zochitika zonse zachitukuko, musazengereze kundifikira kudzera LinkedIn mthenga mwachindunji.

Mwachidule Bio Richard Adam

Woyang'anira wamkulu wapadziko lonse lapansi wa C-level komanso membala wa board mu kasamalidwe ka chuma ndi ndalama, kopita-, malo opumulirako, malo opumira-, malo aboma, chitukuko cha malo ogulitsa ndi kupanga malo kuchokera pakuwona kwa madigiri a 360, kuchokera ku njira ya greenfield yoperekera alendo othandiza zokumana nazo ndi kusungidwa, ndikumagwira ntchito m'makontinenti anayi ndikuchita zambiri munthawi yovuta ndikukonzanso mamishoni, zaka 4 zomwe zanenedwa pamalopo. Woyimira pa intaneti, atolankhani ophunzitsidwa bwino, wokamba pagulu wotsimikizika, wokonda chidwi kwamuyaya.