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Replace Michael Boehler


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Presentation for the replace project at the Berne University of Applied Sciences
Architecture, Wood and Civil Engineering

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Replace Michael Boehler

  1. 1. Bern University of Applied Sciences<br />nomadcityWhat‘s behind Hospitality<br />25.02.10<br />
  2. 2. OUTLINE<br />Who I am<br />Key players in Swiss tourism<br />Stars and other basic categories<br />Specialisations<br />Marketing<br />Service chain<br />Customer needs<br />Figures 2008<br />Hospitality Trends<br />
  3. 3. Who I am<br />Currently living in London with my family<br />Since 20 years in the hotel industry<br />Trained chef and waiter<br />Hotel Management School<br />Bachelor of Science in Marketing & Economics<br />Lived in Switzerland, Austria, South Africa, Australia and on a cruise liner.<br />Worked in 4, 5* Hotels, small restaurants and in renowned restaurants<br />
  4. 4. Key players in Swiss tourism<br />Marché Rest. (338)<br />Migros Rest. (670)<br />Best Western Swiss Hotels (8000 beds)<br />Silverhotels SA (8100 beds)<br />McDonald‘s (649)<br />Coop (252)<br />Swiss Deluxe Hotels (7000 beds)<br />KatagIncoming Service (7000 beds)<br />Autogrill CH (177) <br />Manor (110)<br />MinOtels Suisse (7000 bes)<br />Top International Hotels (4800 beds)<br />Restaurants<br />Store Rest.<br />Hotellerie<br />GASTRONOMY<br />ACCOMMODATION<br />HOSPITALITY<br />Canteens<br />SV Group (626)<br />Airline Catering<br />Compass (290)<br />Parahotellerie<br />Bedand Breakfast<br />Train Catering<br />Group Accommodations<br />Apartments<br />Swiss Tourism Associations and Institutions<br /><ul><li> Government: Seco, BFS Section Tourism
  5. 5. FIF University Bern, IDT University St. Gallen
  6. 6. Public Law: SGH
  7. 7. Private Law: SHV, Gastrosuisse, Union Helvetia</li></ul>Agrotourism<br />Camping<br />
  8. 8. Key players in Swiss tourism<br />BDC<br />Retail<br />Marketing Company<br />Kuoni DMC<br />HRG<br />Banks: UBS Key Club<br />eCommerce<br />Swiss International Airlines<br />Carlson Wagonlit<br />Credit Card Companies<br />Railtour<br />GDS<br />Business Travel<br />Cross Marketing<br />Incoming Company<br />New Players<br />TOURISM<br />INCOMING<br />OUTGOING<br />Leisure Travel<br />Kuoni<br />eCommerce<br />M-Travel<br />Local / Regional Tourism Offices<br />TUI<br />DMO Destination Marketing Organization<br />Winter/Summer Destinations<br />Swiss Tourism Associations and Institutions<br /><ul><li> Government: Seco, BFS Section Tourism
  9. 9. FIF University Bern, IDT University St. Gallen
  10. 10. Public Law: ST
  11. 11. Private Law: STV, SSSV, SRV, STAR, SCIB, SDM, VSB,</li></ul>City Destinations<br />Business Travel<br />
  12. 12. Key players in Swiss tourism<br />Secoseco.admin.chEN<br />mySwitzerlandstnet.chDE/FR<br />STV swisstourfed.chEN<br />Hotellerie Suisse hotelleriesuisse.chDE/FR<br />Gastro Verbandgastrosuisse.chDE/FR<br />GDI gdi.chEN<br />University Bern fif.unibe.chEN<br />University of St. Gallenidt.unisg.chEN<br />
  13. 13. Stars and other basic categories<br />Backpacker-Lodge<br /><ul><li>dormitory accommodation with a maximum of 6 to 8 beds, which can be booked by guests traveling on their own.
  14. 14. There is a common room available
  15. 15. cooking facilities where guests can prepare their own food, or inexpensive cuisine on offer.
  16. 16. The Backpacker-Lodge is open to guests on a 24 hour basis</li></ul>Source:<br />
  17. 17. CUBE Savognin<br />
  18. 18. Stars and other basic categories<br />Apartment hotel / Residence<br />The Apartment hotel/Residence’ is a hotel which for the most part consists of spacious living units with cooking facilities. <br />Reception standard, safety standards and a superior standard of apartment configuration are guaranteed according to the standards of specification.<br />Source:<br />
  19. 19. Adagio City Aparthotel Berlin Kurfürstendamm<br />
  20. 20. Stars and other basic categories<br />0-stars<br />These hotels cannot be classified since the minimum number of 5 rooms is not reached or since they do not comply with the infrastructure standards of the 1-star hotel category (in terms of infrastructure).<br />Source:<br />
  21. 21. Nullsternhotel<br />
  22. 22. Stars and other basic categories<br />1-star<br />Simple but clean hotels with at least hot and cold running water<br />Floor bathrooms or shower and WC’s are available<br />In addition to the organizational safety precautions, an emergency telephone<br />Color television/ radio in the reception area/lounge. <br />The overall furnishings are simple and practical. <br />A simple breakfast is served. <br />The range of services is limited to a minimum. Guests appreciate the reasonable price. <br />Source:<br />
  23. 23. Berggasthaus Aescher<br />
  24. 24. Stars and other basic categories<br />2-star<br />Difference with regard to 1-star categoryAs a rule, more than half of the rooms have bathroom units; furnishings and rooms are of better quality. <br />Source:<br />
  25. 25. Lej da Staz<br />
  26. 26. Stars and other basic categories<br />3-star<br />Difference with regard to 2-star categoryQualitatively better materials, greater choice of rooms and expanded range of services. As a rule, all rooms have bathroom units. <br />Source:<br />
  27. 27. Tralala Hotel Montreux<br />
  28. 28. Stars and other basic categories<br />4-star<br />Difference with regard to 3-star categoryGreater choice of rooms and more up-market facilities. The guests expect high service quality and intensity.<br />Source:<br />
  29. 29. Coeur des Alpes<br />
  30. 30. Stars and other basic categories<br />5-star<br />Difference with regard to 4-star categoryLuxurious business character, flawless state of the overall facility and superb service quality. Bold spatial conception throughout the hotel. The guests expect international luxury hotel hospitality of the highest standard.<br />Source:<br />
  31. 31. The Dolder Grand<br />
  32. 32. Specialisations<br />Excellent Cuisine<br />Business Hotel<br />Drive In Hotel<br />Family Hotel<br />Holiday Hotel<br />Health Hotel<br />Golf Hotel<br />Design Hotel<br />
  33. 33. Specialisations<br />Conference Hotel<br />Eco Hotel<br />Seminar Hotel<br />Tennis Hotel<br />Bike Hotel<br />Hiking Hotel<br />Wellness Hotel<br />Gay & Lesbian Hotel<br />
  34. 34. Service chain<br />Holiday experience<br />Information<br />Feedback<br />Departure<br />Shopping/Activities<br />Hotel/Rest.<br />Arrival<br />Information<br />Feedback<br />Check out<br />Activities<br />Stay<br />Check in<br />Hotel stay<br />Homepage<br />Social Network<br />Print<br />Direct Mail<br />Advertising<br />Etc.<br />Welcome<br />Check in<br />room<br />Room<br />Wellness<br />Night life<br />Hotel <br />Restaurant<br />ProgramsAnimation<br />PaymentFarewell<br />SurveyPhoneCustomer Loyalty<br />
  35. 35. Housekeeping<br />
  36. 36. Marketing<br />Cooperations<br />Marketing cooperation (Swiss Tourism, Destinations, Worldhotels, Best Western, etc.)<br />Franchise (McDonald’s, Starbucks, Accor, etc.)<br />Lease (Different Hotel Groups)<br />Management by (Different Hotel Groups)<br />
  37. 37. Marketing<br />Target Groups<br />Business Traveller<br />Leisure Traveller<br />Empty Nester / Baby boomers<br />Generation X<br />Youngsters / Generation Y<br />Families / Generation Travellers<br />Business women ( <br />Single Travellers<br />
  38. 38.
  39. 39. Customer needs<br />They want to …<br />have outstanding service quality<br />be excited<br />experience something new<br />experience an unusual approach<br />experience added value not only value for money<br />have individual, interactive and high-quality hotels<br />
  40. 40. Figures 2008 Switzerland<br />37.3 Mio. room nights<br />16 Mio. arrivals<br />127’923 rooms<br />241‘345 beds<br />54.4% rooms occupancy<br />44.5% beds occupancy<br />235’00 employees<br />28’000 hotel & restaurants<br />
  41. 41. Figures 2008<br />
  42. 42. Figures 2008<br />
  43. 43. Figures 2008<br />
  44. 44. Figures 2008<br />
  45. 45. Figures 2008<br />
  46. 46.
  47. 47. Hospitality Trends<br />Hotel trends<br />Staging, scene marketing, event marketing<br />Medical Resorts, Health Tourism <br />Brand hotel, budget hotels, luxury hotels<br />Design, theme and boutique hotels<br />Regional, authentic<br />Think global – act local<br />
  48. 48. Hospitality Trends<br />Design trends:<br />Minimalism (purity), strict, clear lines <br />Elegant, natural materials<br />Plant world (green-style) <br />Contrasts (well-measured irritation) <br />Lounge, seating in ¾-height <br />Outdoor courts, even in winter <br />Toilets: unisex washrooms<br />
  49. 49. Hospitality Trends<br />Emotional Trends<br />Cocooning instead of coolness <br />Normal instead of extreme <br />Social mix instead of ghetto<br />Regional instead of global <br />
  50. 50. Hospitality Trends<br />Finance and investment Trends<br />Buy to use and let<br />Service Apartments<br />Service Villas<br />
  51. 51. Think outside the box<br />Is it absolutely necessary to have a reception?<br />Does the hotel need a kindergarten or could it be a public nursery?<br />Could a hotel be run like airline?<br />How will Generation Y book a hotel? Over Twitter, Facebook, LinkedIn, Xing, by Text Message?<br />Is the mobile phone our new key for the hotel door?<br />Do we get a text message in the future when the room is ready?<br />
  52. 52.
  53. 53. Thank you very much! Q&A<br />Contact Details:<br />Michael Böhler<br />Flat 3, Garraway Court, 92 Wyatt Drive, London SW13 8AG<br />M: 0044 78 555 45 75<br />E:<br />