The document discusses key trends in the hospitality industry. It notes that the global middle class is expected to triple by 2030, driving growth in hotel demand. Brand differentiation and loyalty programs will be important for capturing customer loyalty. Technology adoption and harnessing social media will also be crucial for success. The most successful companies will invest in innovative talent programs to attract and retain top employees, who are correlated with better customer satisfaction and retention. Looking ahead, sustainability practices will be important for remaining competitive through 2030 as the industry landscape changes drastically.

1. Kseniya Bulatova
O.M. Beketov National University of Urban Economy in Kharkiv

2. • the media as a challenge and an opportunity
• emerging markets
• the future of the BRAND image
• demographic drivers of change
• the sustainability in the industry
• the benefit of loyalty programmes as the
key differentiator for the consumer

3. The Hospitality Industry is the friendly and generous
reception and entertainment of guests, visitors, or
strangers. (Oxford Dictionary)
Hospitality is an industry made up of businesses that
provide lodging, food, and other services to travellers.

4. • Ability to understand
• Meeting the needs
Self-Actualization
Physiological
Safety
Belonging
Esteem

6. 1. Measure
customer spend
2. Understand
Customer
behavior
3. Reward
performance
4. Motivate future
behavior
5. Measure results

9. “Half of humanity is middle class …That middle
class needs hotels.”
Frits van Paasschen, President and Chief Executive Officer, Starwood Hotels & Resorts Worldwide
“It is the domestic traveller who is the key
driver of sustainable hospitality growth in
many of the largest hospitality markets.”
Jean-Claude Baumgarten, President & Chief Executive Officer, World Travel & Tourism
Council

10. 2030, the global middle class is expected to triple

11. • Brands that can offer something truly unique or compelling are
likely to win market share and the ability to innovate will be
crucial for success
• Brand is likely to become a more important choice factor for
luxury travellers as key locations become increasingly saturated

12. • Lifestyle brands try to create an emotional connection with
their guests
• It is believed that much greater differentiation will be needed
over the next five years to capture the loyalty of the luxury
traveller

13. Mass market ‘Lifestyle’ brands will increase both in number and
in scale by providing a differentiated offering to consumers and
sufficient financial returns to owners and operators.
*Lifestyle hotels are the next generation of boutique hotels. Driven by the chains, they
borrow the best elements of boutiques – small, intimate and modern – and throw in
advantages only a chain can offer, like loyalty perks, consistency and economies of scale. As
a result, lifestyle hotels are generally more affordable and accessible than boutiques.

14. • providing employee engagement
correlated with customer
satisfaction, customer retention
and corporate performance
• evaluating talent management
programmes
• developing innovative talent
programmes and solutions
aimed at reducing employee
turnover as well as attracting
and retaining top talent

16. • The importance of brand in the luxury segment will
continue to grow in an increasingly saturated
marketplace.
• Brand is expected to play less of a role in the large
mass market segment.
• The growth of social media in the last five years has
been staggering and will continue to grow up to 2016
and beyond.
• The most successful brands will be those that
embrace and learn to harness social media rather
than underestimate or fight against its influence.

17. • Keeping up with technology is no longer an optional
decision for the industry. To be successful in future,
hospitality companies must invest in technology.
• The battle to drive bookings through proprietary
websites will continue, but all major operators will
also develop applications and websites for mobile
devices as consumers increasingly rely on their Smart
Phones.

18. • Looking further ahead, by 2030 the hospitality
landscape will change drastically.
• Those who keep pace and effect change, embedding
sustainability across their businesses will be
prominently positioned. Those who fail to do so, risk
finding themselves lost in the landscape of 2015 and
beyond.