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ACCOMMODATION CHALLENGES TO HOTEL MARKET DEVELOPMENT IN VIETNAM Presentation (e) 18.04.13
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ACCOMMODATION CHALLENGES TO HOTEL MARKET DEVELOPMENT IN VIETNAM Presentation (e) 18.04.13

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    ACCOMMODATION CHALLENGES TO HOTEL MARKET DEVELOPMENT IN VIETNAM Presentation (e) 18.04.13 ACCOMMODATION CHALLENGES TO HOTEL MARKET DEVELOPMENT IN VIETNAM Presentation (e) 18.04.13 Presentation Transcript

    • SECTOR FORUM SECTOR CHALLENGES TO MARKET DEVELOPMENT ACCOMMODATION SECTOR Vietnam International Travel Mart, Hanoi, 19 April 2013 By Kai Schröter, General Director, HTM Management Consultancy ©
    • INTRODUCTION General Director HTM Management Consultancy Company Limited Vice Chairman European Chamber of Commerce in Vietnam Tourism & Hospitality Sector Committee
    • SERVICES HTM Management Consultancy • • • • • • • • • • • • • • • • Feasibility Studies Tourism Master Planning Market Research and Analysis Concept Development and Branding Project Consultancy and Management Architectural Planning and Design Review Technical and Vocational Education and Training Responsible and Sustainable Tourism Development Hotel Management and Operating Agreements Hotel Technical Assistance and Pre-Opening Hotel and Restaurant Operating Equipment Human Resources and Capacity Building Marketing, Sales and Public Relations Executive Search and Recruitment Standard Operating Procedures Investor Introduction
    • PROJECTS 2010 • 4 Resort and Villas Halong • Master Planning • Hotel Operator Negotiation • 5 Star Resort and Villa Project Danang • Master Planning • Feasibility Study • 4 Star Hotel Nha Trang • Feasibility Study
    • PROJECTS 2011 • 4 and 5 Star Resorts Cat Ba • Feasibility Study • Investor Introduction • 4 Star Hotel Hanoi • Technical Assistance and Pre-Opening • 4 Star Hotel Thanh Hoa • Technical Assistance and Pre-Opening
    • PROJECTS 2012 • 3 Star Mixed Use Property Quang Ngai • Feasibility Study • Investor Introduction • 3 Star Hotel Hanoi • Technical Assistance and Pre-Opening • 4 and 5 Star Resort Property Thanh Hoa • Feasibility Study
    • PROJECTS 2013 • • • • 5 Star Hotel Project Nha Trang Feasibility Study Investor Introduction Hotel Operator Negotiation and Selection • • • • 5 Star Resort and Villas Danang Master Planning Feasibility Study Investor Introduction
    • LODGING SECTOR Market Review 2011 Source: Vietnam Hotel Survey 2012, Grant Thornton
    • LODGING SECTOR Market Review 2011 Source: Vietnam Hotel Survey 2012, Grant Thornton
    • LODGING SECTOR Market Review 2011 Source: Vietnam Hotel Survey 2012, Grant Thornton
    • LODGING SECTOR Market Review 2011 Source: Vietnam Hotel Survey 2012, Grant Thornton
    • LODGING SECTOR Market Review 2011 - Hanoi Summary • Recent decline in market performance, even during high season • Year-on-year, Average Occupancy (AO) of 4 and 5-star hotels gradually decreased, whilst those of the 3-star properties increased • Sharp decrease in Average Room Rates (ARR) and lower AO resulted in the decrease of Revenue per Available Rooms (RevPAR) Supply • 5-star (11), 4-star (11), 3-star (26) • 7,250 rooms (+4% y-o-y) Source: Savills Research & Consultancy
    • LODGING SECTOR Market Review 2011 - Hanoi Market Performance • Average Occupancy: 57% (-2% y-o-y) • Average Room Rates 5- star: 101 US$/room/night (-7% q-o-q) 4- star: 65 US$/room/night (-5% q-o-q) 3- star: 40 US$/room/night (-6% q-o-q) • RevPAR 5- star: 58 US$ 4- star: 37 US$ 3- star: 23 US$ Outlook • 2012-13: estimated +1,000 rooms • 2012-2015 onward: estimated +6,600 rooms Source: Savills Research & Consultancy
    • LODGING SECTOR Market Review 2011 - HCMC Summary • Despite the ongoing global financial crisis, 2012 saw stable growth. The hotel market recovered strongly in 2010-2011. The 5-star segment showed particularly good performance • Several hotels used time for upgrades and renovation Supply • 5-star (11), 4-star (11), 3-star (26) • 10,955 rooms (+8% y-o-y) Source: Savills Research & Consultancy
    • LODGING SECTOR Market Review 2011 - HCNC Market Performance • Average Occupancy: 77% (-4% y-o-y) • Average Room Rates 5- star: 151 US$/room/night (+6% q-o-q) 4- star: 88 US$/room/night (+3% q-o-q) 3- star: 45 US$/room/night (-5% q-o-q) • RevPAR 5- star: 116 US$ 4- star: 68 US$ 3- star: 35 US$ Outlook • 2012-13: estimated +1,300 rooms Source: Savills Research & Consultancy
    • SECTOR CHALLENGES Service Quality and Customer Satisfaction Tourism Legislation and Governance Human Resources Development, Education and Training Tourism Planning and Development Tourism Product Diversity and Development Tourism Access, Transport and Infrastructure Destination Branding, Marketing and Promotion
    • SECTOR CHALLENGES Tourism Legislation and Governance
    • SECTOR CHALLENGES Tourism Legislation and Governance Preparation and Consultation Phase • • • • • • • • Regulatory framework International experience and expert consultation Inter-ministerial coordination Common interests and cooperation Stakeholder consultation Public-private sector dialogue Clear and transparent legislation Level playing field Implementation and Application Phase • • • • In- and external communication channels Consistent application and transparency Simplified procedures Stringent implementation, supervision and control
    • SECTOR CHALLENGES Tourism Legislation and Governance Critical Issues • • • • • • • • • • Tourism Master Planning, Management and Development Sustainable and Responsible Tourism Practices Protecting and Maintaining Cultural Heritage Visa Waiver Revocation, Visa Exemptions and Visa-on-Arrival Tourist Safety and Security,, Complaint Handling and Tourism Police Tour Operator Registration and Fee Deposit Local Tour Guide Qualifications and Assessment Foreign Tour Guide Permission Hotel Standardization, Assessment and Rating Vocational education and training
    • SECTOR CHALLENGES “Vietnam Tango” Three Steps ForwardTwo Steps Back
    • SECTOR CHALLENGES Tourism Planning and Development
    • SECTOR CHALLENGES Tourism Planning and Development Planning Phase • • • • • • • Understanding tourism’ significance (spearhead industry) Inter-ministerial coordination and cooperation International experience and expert consultation (learning from mistakes) Stakeholder consultation and public-private sector dialogue (working groups) Professional, detailed and achievable objectives Sustainable and responsible tourism planning Protecting, maintaining and developing cultural heritage and natural resources Development Phase • • • • • In- and external communication channels Coordinated efforts Sufficient funding Management capacity Stringent implementation, supervision and control
    • SECTOR CHALLENGES Tourism Planning and Development Critical Issues • Coordinated tourism development (central, provincial and communal level) • Quality of tourism sites, hotel and resort developments • Tourism management, supervision and control • Preventive measures, strict punishment and corrective actions • Over-stretching of natural, economical and human resources • Loss of cultural identity, mass tourism, degradation
    • SECTOR CHALLENGES Tourism Access and Infrastructure
    • SECTOR CHALLENGES Tourism Access, Transport and Infrastructure Preparation and Consultation Phase • • • • • • Master planning (cluster priority vs. provincial priorities) Expert consultation Local, regional connections and international integration Public-Private Partnerships Open Tender Bidding Quality, experienced contractors Implementation and Application Phase • Inter-ministerial coordination • Stringent implementation, supervision and control • Quality management
    • SECTOR CHALLENGES Tourism Access, Transport and Infrastructure Critical Issues • • • • • • • • • Aviation market and airport developments Regional and international flight connections Operating airlines and code sharing (market opening) Seaports and railway development Road network development and road safety Development of auxiliary infrastructure, facilities and services (cruise terminal) Land access, compensation and clearance Development and land use costs System management and maintenance (example old railway vs. fast speed train)
    • SECTOR CHALLENGES Destination Branding, Marketing and Promotion
    • SECTOR CHALLENGES Destination Branding, Marketing and Promotion Preparation and Consultation Phase • • • • • • • • • Understanding regional competition and country branding Systematic planning and holistic view Market research (customer driven approach) Expert consultation Step-by-step branding process (research, identify core values) Stakeholder consultation Integrated marketing and promotion plan Sufficient funding Open Tender Bidding and experienced contractors (international) Implementation and Application Phase • • • • In- and external communication channels Human resources capacity (brand and marketing management) Stringent implementation, supervision and control Coordination and consistent application
    • SECTOR CHALLENGES Destination Branding, Marketing and Promotion Critical Issues • • • • • • • • • • Branding and marketing experience Management capacity Budget Public-private sector dialogue Transparent decision making process Communication and marketing materials’ quality Coordination and consistent application National vs. provincial marketing Packaging, programming, partnerships Cross-marketing Country Brand Vietnam, NOT Tourism Logo Vietnam
    • SECTOR CHALLENGES Tourism Product Diversity and Development
    • SECTOR CHALLENGES Tourism Product Diversity and Development Preparation and Consultation Phase • • • • • • Understanding tourism product development Market research (customer driven approach) Public-private sector dialogue Innovative culture Sustainable and responsible development Protecting and maintaining cultural heritage and natural resources Implementation and Application Phase • Stringent implementation, supervision and control • Coordination and quality management
    • SECTOR CHALLENGES Tourism Product Diversity and Development Critical Issues • • • • • • • • Innovative culture Product variety and quality Customer experience and satisfaction Public-private sector dialogue and cooperation Management capacity Decision making process Integration and coordination (central vs. provincial efforts) Partnerships
    • SECTOR CHALLENGES Human Resources Development, Education and Training
    • SECTOR CHALLENGES Human Resources Development, Education and Training Preparation and Consultation Phase • • • • • • Understanding differences of tourism and hospitality Tourism and hospitality training needs’ assessment Public-private sector dialogue and partnerships Foreign investment, curricula and teaching International accreditation Dual education system (combine academic with practical work experience) Implementation and Application Phase • Consistent application and transparency • Simplified procedures • Stringent implementation, supervision and control
    • SECTOR CHALLENGES Human Resources Development, Education and Training Critical Issues • • • • • • • Education and training system Management capacity Curriculum and teachers Practical training facilities (mock up rooms, receptions, kitchens, bars etc.) Technical and vocational training Foreign language training Soft skills training (communication, attitude, customer service, team work etc.)
    • SECTOR CHALLENGES Service Quality and Customer Satisfaction
    • SECTOR CHALLENGES Service Quality and Customer Satisfaction Preparation and Consultation Phase • Understanding service quality and customer satisfaction • Market research and customer travelers feedback • Education of stakeholders and local population Implementation and Application Phase • Stringent implementation, supervision and control
    • SECTOR CHALLENGES Service Quality and Customer Satisfaction Critical Issues • • • • • Equal and fair treatment of tourists Double pricing policies Harassment and over charging Pollution and hygiene Consumer protection and complaint handling (locally vs. internet: German tourists)
    • SECTOR CHALLENGES THANK YOU HTM Management Consultancy Co., Ltd. No. 2, Alley 236/ 7, Au Co Street Tay Ho District, Hanoi, Vietnam E-mail: director@ht-management.com Website:www.ht-management.com Mobile: +84-90-408 1820 Telephone: +84-4-3719 1850/1 Facsimile: +84-4-3719 1849