hotel management innovation
DESCRIPTION
Innovation in Hospitality and Tourism Management. Seminar conducted at ESCP Europe. See full text in www.hotel-innovador.comTRANSCRIPT
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ARTURO CUENLLASInnovation in hospitality management seminar
INNOVATION IN HOTEL MANAGEMENT
SEMINAR
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ARTURO CUENLLASInnovation in hospitality management seminar
AUTHOR PROFILE
• Experienced hotel General Manager, 20 years overall
experience in the hotel industry –national and international.
Working experience in luxury hotels, upscale hotels.
• Extensive professional executive education- in the top 5
business schools in Europe: High Advanced Management
Program at IESE Business School and Executive MBA at the IE
business School.
• Diploma in Hotel and Restaurant Management at Glion
Hotel School (former Hosta) in Switzerland.
Arturo Cuenllas
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ARTURO CUENLLASInnovation in hospitality management seminar
WHAT IS THE PURPOSE OF THIS SEMINAR?
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ARTURO CUENLLASInnovation in hospitality management seminar
Would you like to take the red pill?
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HOTEL BUSINESS: NOT AS PREDICTABLE AS BEFORE
UNCERTAINTYCERTAINTY
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WHY IS THE HOTEL BUSINESS IN SPAIN MORE COMPLICATED AND UNCERTAIN NOWADAYS?
ARTURO CUENLLASInnovation in hospitality management seminar
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HOTEL DEVELOPMENT FEVER!!
HOTEL DEVELOPMENT AND BUSINESS WERE VERY ATTRACTIVE TO NEW INVESTORS AS THE REAL STATE AND BUILDING BY THEMSELVES WOULD GENERATE CAPITAL GAINS.
HOTEL DEVELOPMENT BOOM IN SPAIN ALONG WITH A REAL STATE BUBBLE
ARTURO CUENLLASInnovation in hospitality management seminar
HOTEL OVERSUPPLY
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7 FACTS
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1rs
ITS IS GETTING MORE DIFFICULT…..HYPERCOMPETITION!
VS.CUSTOMERS HOTELS
ARTURO CUENLLASInnovation in hospitality management seminar
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2nd
ECONOMIC DOWNTURN
… LESS INCOME TO SPEND
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3rd
HOSPITALITY INDUSTRY: MAINLY A COMMODITY MARKET!
IT IS HARD TO SUSTAIN A DIFFERENTIATION STRATEGY
ARTURO CUENLLASInnovation in hospitality management seminar
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4th
PRICES GO DOWN BUT OPERATIONAL COSTS GO UP!
COSTS
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5th
SOCIAL MEDIA AND INTERNET: MAXIMUM TRANSPARENCY!
VALUE VS PRICE: IT ´S ALL MORE TRANSPARENT FOR GUESTS NOW!
ARTURO CUENLLASInnovation in hospitality management seminar
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6th
BARGAINING POWER OF CUSTOMERS AND DISTRIBUTION
CHANNELS
HOTELS? NO PURCHASE POWER AT ALL…..
ARTURO CUENLLASInnovation in hospitality management seminar
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7th
CUSTOMER EVOLUTION
GUEST LOYALTY? WHO SAID GUEST WOULD PROMISE
ENTERNAL LOVE?
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HOW IS THE HOTEL BUSINESS REACTING TO THIS COMPLEX SITUATION?
ARTURO CUENLLASInnovation in hospitality management seminar
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LABOUR
SERVICES
QUALITY
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COMMAND-AND-CONTROL
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THE OBSOLESCENCE TRAP:
• TO LOWER PRICES IN A COMMODITY MARKET IMPLIES CUTTING COSTS ALONE WITH QUALITY AND ORGANIZATION CAPABILITIES.
• BY DOING SO, THE BRAND AND ORGANIZATIONAL CAPABILITIES COMMODITIZICE EVEN MORE.
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HOW COULD HOTEL MANAGEMENT MAKE INNOVATION HAPPEN?
…THE SOLUTION TO THE OBSOLESCENCE TRAP
ARTURO CUENLLASInnovation in hospitality management seminar
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To the origins: What is management and the main purpose of management?
The first resource of a manager is: PEOPLE!
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Innovation also happens through continuous work improvement
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ARTURO CUENLLASInnovation in hospitality management seminar
How is the process of continuous job improvement happen?
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Two financial purposes of innovation:
1. HOW COULD WE INCREASE OUR REVENUESBY PROVIDING MORE VALUE TO GUESTS?
2. HOW COULD WE REDUCE OPERATIONAL COSTS –OR BETTER OPTIMIZE THEM?
ARTURO CUENLLASInnovation in hospitality management seminar
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WHY IS IT SO IMPORTANT TO ENHANCE WORKING LEARNING AND HOW COULD ORGANIZATIONAL LEARNING HAPPEN?
ARTURO CUENLLASInnovation in hospitality management seminar
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KNOW-HOW KNOW-WHAT VERSUS
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COLLECTIVE MANAGEMENT IN HOSPITALITY (C-M)
AN INNOVATIVE PROPOSAL OF MANAGEMENT
ARTURO CUENLLASInnovation in hospitality management seminar
Butterfly effect?
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1. THE VISION: A SHARED VISION
2. LEADERSHIP NEEDED
3. HR: THE RIGHT EMPLOYEE ATTITUDES, CAPABILITIES AND VALUES
4. THE IMPORTANCE OF THE ORGANIZATIONAL TEAM
5. SERVICE FEEDBACK AND IN-TEAM ANALYSIS
6. IN-TEAM DIALOGUES
7. RECOGNIZING INDIVIDUAL ERRORS. MISTAKES SHARING AND LEARNING THROUGH ERROS
8. IN ACTION WORKING AND IMPROVEMENTS.
9. OPEN-BOOK MANANAGEMENT: HOW TO SHARE FINANCIAL OBJECTIVES. A PRACTICAL METHOD OF COST REDUCTION AND COST OPTIMIZATION IN-TEAM
10. MERGE STRATEGIES
11. THE COMPANY INTRANET AND COMMUNITY MANAGER.
STRUCTURAL
METHOD
STRATEGICAL
ARTURO CUENLLASInnovation in hospitality management seminar
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THE VISION
A VISION
WHAT IS A SHARED VISION?
ARTURO CUENLLASInnovation in hospitality management seminar
I. STRUCTURAL
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A SHARED VISION: to create a hotel organization that seeks innovation providing more value to guests; and that constantly learns through its operations, managers and service workers.
THE VISION
ARTURO CUENLLASInnovation in hospitality management seminar
I. STRUCTURAL
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THE LEADESHIP NEEDED
LEADERSHIP NEEDEDTO PROMOTE INNOVATION AND ORGANIZATIONAL LEARNING
ARTURO CUENLLASInnovation in hospitality management seminar
I. STRUCTURAL
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ARTURO CUENLLASInnovation in hospitality management seminar
THE LEADESHIP NEEDED I. STRUCTURAL
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ARTURO CUENLLASInnovation in hospitality management seminar
KNOWLEDGE WORKER
THE RIGHT EMPLOYEES
KNOWLEDGE SERVICE WORKERS
I. STRUCTURAL
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ARTURO CUENLLASInnovation in hospitality management seminar
KNOWLEDGE WORKER
2.TO BE REFLECTIVE
3.TO BE FLEXIBLE4.TO HAVE
HUMILITY5.TEAM WORKING ABILITY
6.TO HAVE SELF-CONFIDENCE
7.TO BE COMMITTED
8.TO BE SINCERE
I. STRUCTURAL
ATTITUDES &
SKILLS
1. LEARNING ATTITUDE
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ARTURO CUENLLASInnovation in hospitality management seminar
A REAL TEAM
THE IMPORTANCE OF THE TEAM
…WE ARE ALL IN IT TOGETHER
I. STRUCTURAL
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ARTURO CUENLLASInnovation in hospitality management seminar
A REAL TEAM I. STRUCTURAL
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ARTURO CUENLLASInnovation in hospitality management seminar
GUEST´S FEEDBACK
GUEST´S FEEDBACK AT THE MOMENT OF SEVICE
…BY SERVICE
WORKERS
II. WORKING METHOD
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ARTURO CUENLLASInnovation in hospitality management seminar
ON-DIALOGUES II. WORKING METHOD
ON-DIALOGUES
TO BOOST KNOWLEDGE AND BETTER PROBLEM SOLUTION
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ARTURO CUENLLASInnovation in hospitality management seminar
II. WORKING METHODADMITTIN ERRORS
ADMITTING ERRORS
RECOGNIZING, SHARING, AND IMPROVING FROM OUR MISTAKES
….THAT´S LEARNING!
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II. WORKING METHODIN-ACTION
IN-ACTION
JUST DO IT!
…BUT CONSTANTLY ANALYSE…
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ARTURO CUENLLASInnovation in hospitality management seminar
II. WORKING METHODOPEN-BOOK-MANAGEMENT
OPEN-BOOK-MANAGEMENT
WE SHARE FINANCIAL INFORMATION TO EVERYONE
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ARTURO CUENLLASInnovation in hospitality management seminar
II. WORKING METHODOPEN-BOOK-MANAGEMENT
SAVING COSTS
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ARTURO CUENLLASInnovation in hospitality management seminar
III. STRATEGICALMERGE STRATEGIES
MERGE STRATEGIESFROM UNEXPECTED OPPORTUNITIES
…SOMETHING LOCAL AND SMALL COULD TURN OUT TO BE BIG AND GLOBAL
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ARTURO CUENLLASInnovation in hospitality management seminar
III. STRATEGICALTHE INTRANET
THE INTRANET AND THE I-COMMUNITY MANAGER
A HOTEL COMMUNITY BOOSTING LEARNING AND COMPANY KNOW-HOW