Ukuzamazama Komhlaba Kuthule Ekungeniseni Izihambi Nokuguguleka Kwamazinga

Njengoba ngikhumbula, kukhona lezi “Ikusasa le… ..” izingqungquthela zezinto, ukushicilelwa nezingxoxo zephaneli. Liyini ikusasa lokungenisa izihambi futhi elihlobene? Angazi. Nginesiqiniseko sokuthi ikhona eyodwa, yize amafomu ezentengiselwano angahluka kakhulu. Izibikezelo ngokuvamile zinzima, ikakhulukazi lezo eziphathelene nekusasa :). Nginesiqiniseko nokho, isimo sokwamukela izihambi njengebhizinisi sizohluka futhi lokhu sizokubona kwenzeka ngokushaywa okukhulu. Nginesibindi sokusho ukuthi, ushintsho eminyakeni eyishumi ezayo luzoba bukhulu kakhulu njengoba lwalunjalo eminyakeni engama-10 edlule. Lokhu maqondana namafomu ahlukanisiwe neminikelo, sizokubona emkhathizwe, futhi lokhu kumayelana nabadlali abasemakethe, abanye babo banamathela emikhubeni yabo nakumabhizinisi njengenjwayelo isikhathi eside kakhulu.

Emlandweni webhizinisi nezezomnotho, njengoba sazi, akukho lutho olunikezwa lutho futhi akukho lutho olusebenza unomphela ngendlela efanayo, ngisho nomqondo olula wokunikeza indawo yokuhlala yabantu abengekho emakhaya. Cabanga nje, unikezwe amazambane ukuba udle impilo yakho yonke futhi abazali bakho bakutshele, akukho okunye okuningi.

Ukukhula, uphume endlini, lapho uhlala ezingxenyeni ezikhethekile zomhlaba, uthola ngokungazelelwe izimakethe zigcwele ukudla, awukaze ubone noma uzwe. Ngabe usazoya kumazambane? Yilokho esinakho emhlabeni wezokuvakasha nokwamukela izihambi: abantu abaningi ngokwengeziwe abajabule ngamazambane nje. Sibabiza ngabahambi abavuthiwe. Ucwaningo, ukubukeza, ukuqhathanisa kanye nezinketho ezandleni zabo, amehlo evulekile, umhloli wezinhliziyo, aze abuze nokuthi inzuzo yokuthenga kwabo ingaya kuphi noma yisiphi isinqumo sokubhuka esivuza okuphansi kwekhabhoni.

Eminyakeni edlule sibonile isifiso esikhulu sabanikeli abathile bamahhotela emhlabeni jikelele (ama-HSPs - ekuqaleni abaziwa njengamaketanga ehhotela) belahla izindlu zabo kanye nemisebenzi yabo yamahhotela ngenhloso yokukhula kwemikhiqizo yabo kanye nezinsizakalo kubanikazi bamahhotela nakubasebenza, futhi ukugwinya izimbangi ezifanayo ukuhlanza imakethe, ukuthathwa kweStarwood nguMarriott kube okunye kokuthengiselana okukhulu, kepha iHilton, IHG, iAccor nabanye banesifiso esikhulu sokukhula, basebenza njengabathengisi bamalebula namuhla. Kuyamangaza ukubona lezi zinkampani zincenga abanikazi bempahla, izinsiza zabo zingcono kakhulu ezingenzeka empahleni yehhotela ekubeni zona sezithengise iningi lazo. Namuhla intengo yabahlinzeki bohlelo lwamahhotela incike kumanani okukhula. Ukukhuphuka kokulindelwe ngakunye nezimakethe ezihlukanisiwe kuholele kumikhiqizo yamahhotela ehlukaniswe kakhulu enezethembiso ezithile zomkhiqizo, eziqhutshwa yizinhlonzi ezifanayo ezinkulu zohlelo lwamahhotela ezibona imodeli yazo yebhizinisi ekunikezeni amalebula abizwa ngemikhiqizo, ubuchwepheshe bokubhuka, izinhlelo zokwethembeka nezinsizakalo zokuphatha.

Kodwa-ke, ngiyazibuza ukuthi ngabe kukhona yini isivakashi saseRitz-Carlton esesinesikhathi eside sikubonile lokhu njengokuthuthuka kokuhlangenwe nakho kwakhe kwezivakashi, ukuthi ngabe kukhona yini isivakashi saseWestin esibonile izinzuzo ngesikhathi sihlala njengoba singaphansi kwesambulela saseMarriott nokuthi ngabe kukhona yini iWaldorf-Astoria noma ISt. Regis noma iRaffles isondela ngakuqala, ukubiza nje izibonelo ezimbalwa. Namathisela nekhophi yemvelaphi eyinganekwane akuyona enye into ngaphandle kokuthengisa inkohliso. Ukuthola ukuthi ngabe inkohliso yenzelwe ukuthi ithengiselwe izivakashi, kubanikazi bamahhotela nabatshalizimali noma kubo bonke. Manje ake sihlole lokho ngokuqhubekayo.

1. Inkohliso yenani lomkhiqizo

Ezinsukwini zakudala, ngenkathi kuhanjwa endaweni engaziwa ngomqondo omncane wokuhlola, bekubonakala kuphephe kakhulu ukubhukha ihhotela ochungechungeni lwamahhotela olwaziwayo. Abahambi abahlale bevame ukukhathazeka kakhulu ngamazinga aphansi kunokukhahlela isipiliyoni sehhotela esimangalisa kakhulu. Ukubhuka imikhiqizo yamahhotela ukubheja okuphephe ngokufanele futhi amaketanga ehhotela abeka imikhiqizo yawo ezigabeni ezifanele kusuka ezinkanyezini ezi-1 kuye kwezingu-5 futhi athengise le miqondo kubanikazi bamahhotela, abanikazi nakubatshalizimali ngoba bekuvikelekile kubo ukuthi bangabhekani nokutshalwa kwezimpahla noma ukusebenza ubungozi futhi unikeza ithuba eliningi lokukhula. Lokhu bekusebenza kahle kubo bonke ababambiqhaza iminyaka eminingi.

Ngenkathi kusungulwa imikhiqizo emikhulu yamagugu, bazihlukanisa ngokwabo basebenzise indawo yobungcweti, njengendlela ekhiqizwe ngokukhethekile noma umqondo wokuqamba ongenakulinganiswa. Emhlabeni jikelele wokuphindaphindeka kwemiqondo yamahhotela ngokuya ngamazinga, lezi zinzuzo zokuncintisana zalahleka. Imali yomphakathi yilokho okulawula ukukhetha komkhiqizo namuhla. Iminyaka eyinkulungwane isungule eyayo imithetho kanye nokuncamelayo. Umkhiqizo wangempela kufanele ukwazi ukuthonya, ugqozi, uvuselele, uxoxe indaba, uvame ukuxhunyaniswa nobuholi obukhangayo nobunombono.

Angazi uhlobo “olumnandi” olunosomathuba abaphathi bezobuchwepheshe abahamba phambili futhi izinkampani eziningi ziqasha ama-CV ayizitatanyiswa kanye namagama “amahle” esikhundleni sobuntu noma okufeziwe ebhokisini. Umqondo welebuli akuwona umkhiqizo ophilayo. Umkhiqizo ungumoya.

Lapho ama-brand enamathele kakhulu efeni lawo langaphambilini, emqondweni "besilokhu sikwenza kanjalo", bavame ukulahlekelwa yiqhaza abanalo. Isiko lisho nokugcina umlilo uvutha hhayi ukuvikela umlotha. Eminye imidwebo eyaziwayo yamahhotela yaba yingxenye yemikhiqizo yeqembu lamahhotela: i-Erawan eBangkok, i-Mount Nelson eNingizimu Afrika, i-Carlton e-Cannes, i-The Georges V e-Paris, eyayivele iyinsumansumane ngaphambi kokuba kube khona ama-Seasons amane, noma i-The Raffles eSingapore. manje ukuba yingxenye ye-Accor.

Emkhakheni wezimoto, inkampani yakwaDaimler-Benz ihlanganiswe neChrysler isikhashana nezimoto zakwaMercedes-Benz ngokuzumayo zakhiwa izingxenye zeChrysler. Ukwehla okubi kakhulu ekuthengisweni kwezimoto zakwaMercedes-Benz kwaba umphumela. Lezi zinganekwane zendabuko zingathemba ukuba namandla okusabalalisa amaningi emakethe, kepha kusuka ku ukubona komkhiqizo ngombono, iphakamisa uhlobo lwe-HSPs ukwedlula lokhu okwenzela lezi zakhiwo zesakhiwo sodumo. Abanye babo, njengeThe Palace eSt. Moritz, baphinde baphuma ngemuva kweminyaka embalwa bengazenzanga izinzuzo ezilindelekile. Ukube bengizoba ngumnikazi walezi zakhiwo ezidumile, bengizocela amaroyalithi esikhundleni sokuzikhokha. Yize izinkampani zamahhotela ziqasha kusuka ezimakethe ezifanayo zomthombo wonke umuntu akwenzayo, kungaba khona izinzuzo ezithile zala mahhotela, ekuphatheni ulwazi, ukwenza okuhle, kanye nokwenza i-digitalization, njll, kepha hhayi uma kukhulunywa ngodumo lwemikhiqizo. Abaholi bemakethe bakusasa ngeke kube yimikhiqizo emikhulu - yibo abazoba nokuzwela kwamasiko ukuqonda ukuthi abathengi bafuna ini nganoma yisiphi isikhathi nokuthi yini abangayenza ngaphandle. Badinga ukuzibeka phakathi kwekhasimende, banikeze inani, futhi bazichaze kabusha njengabahlinzeki bokuhlangenwe nakho (hhayi nje imikhiqizo).

Njengoba ngibheka isizinda sami kumaqhinga nezokumaketha, ngingumsekeli wokwakhiwa komkhiqizo. Kukhona isithembiso, kukhona ukubaluleka, kukhona ukwethembana nokulethwa, esimweni esihle kukhona ngisho nomlingo nokukhuthazwa kuso. Ngokuqinisekile kungaphezu kwezindinganiso zelebula nezinkampani.

Amanye amaqembu amahhotela ayimikhiqizo emihle, anomphefumulo, umoya ojwayelekile wokwenza izinto nokusebenzela izivakashi zawo. Udumo lweMandarin Hong Kong neThe Oriental Bangkok lwahlanganiswa futhi lwasetshenziswa kahle kwiMandarin Oriental Group egcina ukwethembeka. Ezinye izinkampani, eziguquke zathengisa amalebula ophawu lokuhweba ngomqondo wezinto zokuthengisa njengemodeli yazo yebhizinisi eyinhloko ngokugcizelela ukukhula, ziyekile ukuba ngumkhiqizo ngomqondo weqiniso. Noma ngubani okholelwa ukuthi imali ingathenga konke futhi uyavuma ukuthi ukulungele ukwenza noma yini ngemali.

Abanikazi bamahhotela nabatshalizimali bakhokhe imali yabo kulokho esikubiza manje ngokuthi ukuhlanganiswa kwabahlinzeki bohlelo lwamahhotela, okuholele ekwehleni kwamandla emali kwamalebula ehhotela agxile ekukhuleni kodwa kubonakala sengathi, lemiqondo iye yangazinakwa ngokwengeziwe ukujabulisa noma ukumangaza impela umthengi wokugcina, oqanjwe izivakashi zehhotela. Akumangalisi ukuthi iMinor Inc. eThailand isanda kuvula icala lasenkantolo elibhekene noMarriott ngokuthola imali encane kakhulu ngenxa yamaroyalty abo.

Ngiyakhumbula lapho ngake ngangena ehhotela e-Orlando, elalikulo mkhiqizo onesimangalo esithi “zintokazi namanenekazi akhonza izintokazi nabanumzane” ngaleso sikhathi. Kwase kuhlwile, ngase ngihambe ngaphezu kwamahora angama-20 ngenxa yokubambezeleka okuthile, ngangibuye ngijabhiswe futhi ngikhathele. Kepha owamukela izivakashi uthathe isikhathi esithile ngefomula yakhe yokubingelela ebhaliwe, bekufanele awele ngokwenqubo yenqubo. Kwakungekhona nje engangikudinga noma engangifuna ukukuzwa ngaleso sikhathi. Izinhloso ezinhle, zisetshenziswe ngokungenangqondo.

Eminyakeni eminingana edlule, ngabhukelwa eHhotela i-Aloft eSouth East Asia, ngisengaphansi kwesambulela seStarwood ngaleso sikhathi. Angisona isivakashi sehhotela “sokunakekelwa okuphezulu” kodwa ngadumala kakhulu lapho ngangingakwazi ukuxhumanisa i-smartphone yami nesistimu yomsindo egumbini ngoba okokuxhumana kwegumbi kwakuphelelwe yisikhathi. Uma ucabanga ngesethembiso somkhiqizo se-Aloft ukubhekelela abomdabu bedijithali, lokho bekungukulethwa okuyihlazo. Ngenxa yokulunga, ngakhulela ehhotela futhi kamuva ngasebenza emahhotela iminyaka eminingi nami. Ayikho into efana nomhlaba ophelele. Kepha lokhu bekungokuhlangenwe nakho engisakukhumbula, kuphambene ngokuphelele nesithembiso somkhiqizo.

Empeleni, ezinye izakhiwo zehhotela ziguqula ukufaka uphawu kwazo ngokushesha okukhulu, izivakashi ezijwayelekile azikuboni lokho, okungamangalisi: ngaphandle kokufaka amalebuli akukho mehluko omkhulu noma kunjalo. Nginesibindi sokuphakamisa umbuzo wokuthi ingabe isethembiso somkhiqizo ekwamukeleni izihambi sesiphenduke insipho enkulu nokuthi le inflation yomkhiqizo izofika ekugcwalisweni okufanayo futhi yehle njengoMcDonald's.

Kungani? Amandla abo wokumaketha akwazi ukukhulisa isithembiso somkhiqizo esiqine ukwedlula ukulethwa kwangempela. Lapho amakhasimende akho engasazona izivakashi zehhotela kepha abasebenza ehhotela, abanikazi nabatshalizimali, ngalokho, ukugxila kwakho namakhono akho enza ushintsho. Uphephetha izinkomo zakho zemali kodwa upha izivakashi amahhotela amazambane. Kumahhotela ezitolo amahle azimele anamahhotela anothando, kungenye indlela futhi abantu basakuthola lokhu kumangala okukhethekile nokuthintwa ngakunye okwenza umehluko, becabanga ukuthi kusetshenzwa kahle.

Izinhlelo zokufaka uphawu lomkhiqizo wehhotela emhlabeni wonke zivame ukulahlekelwa ukugxila kokuhlangenwe nakho kwezivakashi, ikakhulukazi lapho zibhekene nezinhloso zokukhula noma ukwesaba ukuthatha noma yini ephathelene nezinga lokushintshaniswa kwesitoko, kuyilapho abanikazi bamakhosi bendabuko benalokho ngenhliziyo. Abahambi njalo bathola lokhu ngokuya ngokuya.

Lokho okwake kwabizwa ngokuthi “ukwethembeka komkhiqizo” kungenzeka kusasebenza ngezicathulo zokugijima, izimoto, nama-smartphone, ukubona inani elisheshayo lencazelo yomkhiqizo oqinile. Ekungeniseni izihambi sekuyinto efanayo nesithukuthezi.

Zonke izinhlelo zokwethembeka nobuchwepheshe beCRM zizama ukunxephezela lokhu. Ngiyilungu lenye yalezi zinhlelo. Hhayi imali enkulu, kepha nginamafrikhwensi ami futhi azikho kulezi zinhlelo ezingijabulisile. Kubuye kube sobala, izandla eziningi ezithintekayo zifinya amazinga egumbi ngokushintshana okuncane nokulindelwe ukuhweba okulungile nakho kuzodlala indima. Ngakho-ke, imodeli yebhizinisi yohlelo lwehhotela ekhanyayo yefa ingase ibe yimodeli yebhizinisi ledinosaur maduzane. Noma ngabe bahlukaniswa ngokwengeziwe emiqondweni yabo yokubeka uphawu, kungenzeka ukuthi kukhishwe ngento encane kulindelo lomuntu ngamunye kanye nesipiliyoni sokungenisa izihambi. UMarriott njengamanje uphethe amalebula angama-30 abawabiza ngokuthi yimikhiqizo ephothifoliyo, i-Accor ngisho nama-32. Bangakwazi yini ukuvuselela isondo lokungenisa izihambi ezindaweni ezahlukahlukene ezingama-30 bese belikhipha emhlabeni jikelele njengokwenzekile? Abadlali abakhulu kubonakala sengathi babonile lo mkhuba ngokumelene nabo futhi baya ngokuya bezama ukunikeza amahhotela ezitolo ezizimele indawo ngaphansi kwephothifoliyo yabo yemikhiqizo, ingasaphathwa ukuthi kungenye yezindlela zokuthola imali ngokwezimali zezimali zezinhlelo zokwethembeka nezinkundla zokusabalalisa njll.

Futhi, abaphuthelwa iphuzu ekulindelweni kwezivakashi kanye nesipiliyoni. Njengoba u-Albert Einstein ake asho: “Akunankinga engaxazululwa kusuka ezingeni elifanayo lokwazi eliyidalile".

Imiqondo emincane, emisha, evamile yezivakashi kanye neziphazamisayo ithatha igama lomlomo lokuqwashisa ngokuthi "kumele ubone". Kuhlala kumayelana nesipiliyoni lapho uya khona, impahla ekhethekile futhi akukaze kube khona ilebula. Ngenxa yokuxhumana nomphakathi namandla okukhuthaza, asikho isabelomali sokumaketha noma umkhankaso wokuthonya (okhokhelwe) ongakhokha lapho izwi lomlomo lingakusebenzeli.

2. Inkohliso yamandla okusabalalisa

Ngonyaka ka-2000, ngafunda ocwaningweni lakwaMcKinsey, olwaluthi eminyakeni engaba ngu-15 kuqhubeke kusukela ngonyaka ka-2000, iningi lokuthengiselana kokubhuka noma lokuthenga ezitolo nakwezokuvakasha kuzokwenzeka ku-inthanethi. Ngaleso sikhathi, ngangiphethe isiphathimandla sokuthuthukisa ezokuvakasha lapho ngiya khona ngabavakashi ababhalisiwe bonyaka abayizigidi ezingama-45 abakha ama-USD ayizigidi eziyizinkulungwane ezingama-50 ngemali engenayo yonyaka kanye no-8% we-GDP. Ngakho-ke, lesi bekuyisitatimende sokubaluleka okukhulu esidinga isenzo.

Kusukela lapho, bengilokhu ngamukela ubuchwepheshe bedijithali futhi nginerekhodi lami lempumelelo nokwehluleka, ukufunda okungapheli kanye nokuhlangenwe nakho okuqhubekayo, okungisizile ngalola izinzwa zami ukuhlukanisa phakathi kwalokho okwenzekayo ngokweqiniso, yini "ukunambitheka kwezinyanga", futhi yini ezokhiqiza inani langempela elizinzile lokufaneleka kwesikhathi esizayo.

Namuhla, ekuthengiseni sine-Amazon, i-Ebay, i-Alibaba njll futhi ekuhambeni, sine-Priceline (kufaka phakathi ukubhuka kwabo okungaphansi, i-Agoda), i-Expedia, i-Trip Advisor, i-CTrip njalonjalo. AmaQembu Ehhotela angaba nezingalo zawo zabamele abathengisi be-B2B futhi nabo batshale imali kwezobuchwepheshe, kodwa ngokwenani levolumu, bathembela kulokho okubizwa ngama-OTAs (Online Travel Agency).

Izimo zabo zenkontileka eziphoqa abanikazi bamahhotela ukuthi banikeze izinketho ezingcono kakhulu zamanani ngama-OTA badlale indima enkulu ekukhuleni kwabo. Emazweni amaningi, lo mkhuba noma imigomo yenkontileka ayisavunyelwe, kepha ama-OTA anezindlela zawo zokweqa lokho.

IBooker.com ikhokha ama-USD ayizigidi ezingama-850 ngonyaka ukuvikela izinga eliphezulu ekusesheni kweGoogle nangaphakathi kokunikezwayo kwendawo ethile, kumayelana nentengo noma inani elengeziwe elibonakalayo, kungaphansi kwemikhiqizo. Ngaphandle kokwenza imizamo yokwenza ngcono amazinga okuguqulwa, imali nokuphathwa kwesiteshi, ama-HSP awanazo izinzuzo eziningi zokuncintisana kulezi zinhlelo. Kungakho beqhuba imikhankaso emikhulu yokukhangisa ukubhuka ngqo ukusindisa ikhomishini noma ukudala ubumbano olunamathelayo ngentengo yomthengi wokugcina. Ngezikhathi zokuzenzakalela kokukhangisa kwedijithali, le mikhankaso yokukhangisa yomkhiqizo iyadingeka ukugcina uhambo olucwebezelayo kanye nomagazini abanentshisekelo ejwayelekile bephila futhi kuthuthukiswe ama-egos abaphathi, kancane kancane ebhizinisini. Kuluhlu lokusesha lwe-OTA, amahhotela azimele ngamanye ame eceleni kwamagatsha eqembu lamahhotela, ngenzuzo yokungadingi ukukhokha imali eyengeziwe kumhlinzeki wohlelo lwamahhotela. Lokho kukhulisa ukuguquguquka kwentengo noma ithuba lokungeza inani nensizakalo. Ngokuyinhloko, noma yiliphi ihhotela lingakha amakhono futhi lisethe imali engenayo yokuzimela nokuphathwa kwesiteshi. Akuyona i-rocket science kepha idinga ukuzibophezela kanye nokuqondaniswa kwezinsizakusebenza.

Kubanikazi bamahhotela abazimele, abanentshisekelo yokwenza ngcono isu labo lokusabalalisa online, basebenzise ama-OTA ngaphandle kokuthola ukuncika okubulalayo, ungahlola umnikelo wami wamahhala we-slideshare kuleyo nkinga: ukusatshalaliswa kwehhotela online https://www.slideshare.net/RichardAdam6/richard-adam-ota-booking-and-online-distribution-for-independent-hotels-and-tourism-suppliers-082019

Lapho izinkampani zazo zonke izimboni (kufaka phakathi abaphathi bazo) ziqala ukucabanga ukuthi zingcono kakhulu, zivele zibe sengozini enkulu. Uma uyeka ukwenza ngcono, usuyekile ukuba muhle. Umlando uyakhombisa, njalo lapho izinkampani zilawula kakhulu futhi zilawula izimakethe, abanye abantu bacabanga ngezixazululo zokubadlula. Ama-OTA nawo asephenduke ama-dinosaurs ngezinga elithile futhi ezwa ukushisa. Ubuchwepheshe obusha bungabenza baphelelwe yisikhathi futhi noma okungenani benze imodeli yebhizinisi labo ingabi namandla kakhulu. Imiqondo yobuchwepheshe beBlockchain ekuxhumekeni kwemali eyisicaba ingahle ibe enye indlela engcono yehhotela. Izinkampani ezisebenza kulokhu, njengeWinding Tree, azishodi ngabatshalizimali.

“Emnothweni wakudala”, izinkampani ezilawula ukuhlinzekwa (isb. Uwoyela, insimbi njll.) Zabizwa ngama- “Aggregators” futhi zenza abantu abafana noCarnegie noma uRockefeller bacebe kakhulu. Ku "umnotho omusha", ama-aggregators abizwa nge-Amazon noma i-Alibaba ekuthengiseni nase-Expedia, Priceline, TripAdvisor noma ku-CTrip ekuhambeni. Umehluko ukuthi, abalawuli ukunikezwa, balawula ukufunwa. Amaketanga amahhotela noma ama-HSP ikakhulukazi angaba nesabelo esikhulu semakethe, kepha awalawuli ukufunwa noma ukuhlinzekwa, ngisho nokulethwa kwemikhiqizo yabo “uqobo” lapho isivakashi sehhotela sibonwa njengekhasimende. Njengoba sazi, amakhasimende abo angabanikazi bamahhotela, ngakho-ke ukugxila kungaba ngokufanele. Kumodeli yebhizinisi esuselwa kumnotho wezinga, leso akusona isikhundla esizinzile ngokungapheli. Konke abanakho yisithembiso, imikhiqizo yabo kanye nezinsizakalo zabo zibiza imali ekhokhelwa abasebukhosini, endaweni yebhizinisi enamamaki amancane kakhulu opharetha bamahhotela, okwehlukahlukana okukhulu okuthe xaxa nokugcwaliswa kwamalebula abo njengoba isici sabo senjabulo siphela. Kungasebenza, ezimweni ezithile, umkhiqizo ohloniphekile wehhotela ungakhuphula inani lempahla. Kulungile, kepha umnikazi ukhokhele lokho futhi.

3. Ukukhohlisa komnotho wezinga

Selokhu u-Adam Smith ngobuhlakani wethule umqondo wezomnotho wesikali, ushintshe umhlaba wezokukhiqiza, wokuthengwa kwempahla kanye nokwenza ibhizinisi. Akudingeki ukuthi kushiwo uchungechunge lwemikhiqizo, ebengeke ibe khona noma ibingeke ifinyeleleke. Ama-HSP nawo ayazuza kulokhu kucabanga futhi asebenzise isu ekugxileni ekuthengiseni amalebuli, imiqondo, ubuchwepheshe bokusabalalisa, kanye nensizakalo yokuphatha kubanikazi bamahhotela nakubatshalizimali. Lokho kuholele ekukhuleni okukhulu komhlaba wonke futhi kwasebenza kahle nokunethezeka amashumi eminyaka. Imikhawulo yecebo elizinzile elisuselwa emnothweni wezinga yintuthuko entsha, okunikezwayo okunye noma ushintsho ekuziphatheni kwamakhasimende. Emkhakheni wokungenisa izihambi, ukucabanga kwamaqembu ahlosiwe ahlukanisiwe nokho afanelwe ngokulinganayo ezivakashi zehhotela ezilindele okwenziwayo kwamahhotela afanayo emhlabeni wonke akusasebenzi.

 Ngokombono wecebo, ngaphandle kokucabanga kwendabuko kokunye okugxilwe emananini noma kokungezwe ngevelu, kunezindlela ezimbili: isu elinokwenzeka, "eliphephile" elihlose ukukhula okusimeme noma isu eliphazamisayo elihlasela izikhala zamamodeli webhizinisi ajwayelekile nokwenza izinto nge indlela entsha. Njengoba sazi ku-Uber noma ku-WeWork, abaphazamisi banyakazisa imakethe ekwakheni ukufunwa noma izixazululo, akekho noyedwa owake wabona noma wabhekana nakho ngaphambili. Kepha kuyingozi, futhi inzuzo esheshayo noma i-ROI kungcono kungabi yinto yokuqala ku-ajenda. Bese futhi, amasu okuphazamisa angaba isithembiso ngekusasa. Uma umbono wezimoto ezabelwana ngokuhlanganyela ungaba yiqiniso, ingqalasizinda yedijithali ye-Uber ingumgogodla osebenzayo wokuxhumeka emhlabeni jikelele.

OwayenguMongameli kanye noMphathi Omkhulu weStarwood, uFrits van Paasschen, wabhala incwadi ethi "The Disruptors´ Feast" ngemuva kokuhlala kwakhe neStarwood. Noma ngabe lokhu kwenzeke ngengozi noma ukubona kusengaphambili, imodeli yebhizinisi ye-HSP ingahle iphelelwe yisikhathi noma idinge ushintsho lwamasu, iphendulwa encwadini kuncane kakhulu. Ngicabanga ukuthi angavumelana nenye ithisisi ebekwe lapha (Frits, kungcono ungitshele ngasese ngesikhathi esilandelayo).

4. Inkohliso yesipiliyoni sezivakashi

Kukhona ifomula yakudala kaWilliam E. Deming. Ikhwalithi yilapho ukulethwa kulingana nesikhathi sokulindelwa. Ngicabanga ukuthi, leyo kuseyifilosofi yezinqubomgomo nenqubomgomo yenqubo ye-HSPs. Kepha akuyona into "wow" eyenza izivakashi zabelane ngolwazi lwazo ekuxhumaneni nomphakathi noma ekhaya? Akusilo ikhasimende eliphindayo noma ummeli lapho ihotela ngalinye lidinga khona ukuba nebhizinisi elizinzile? Lapho ukulethwa kufana nokulindela awudali isici esithi "wow". Abantu abayithathi imicamelo noma imile babuyele ekhaya behlala ehhotela (awu, abanye bayakwenza), bathatha isipiliyoni futhi yilokho okusele ukukala ihhotela ngokugqugquzela noma ngokubuya okungenzeka. Okuhlangenwe nakho kuhlobene nephrofayili ngayinye, umlingiswa nokuhluka. Lokhu kudinga impahla yengqondo ekwakhiweni nasekucabangeni, hhayi ukunamathisela nokukopisha. Kungumnotho wobubanzi kunokuba kube ngumnotho wesikali.

Angikhulumi ngesihambi esivamile sebhizinisi, esihlola sekwedlule isikhathi futhi sihambe kusenesikhathi ngokulindela kuphela kwezinqubo ezisebenza ngokushelela futhi akukho zimanga ezingezinhle. Kubo ukungenisa izihambi kuyimpahla. Ngikhuluma ngamaqembu ahlosiwe akhetha amahhotela noma ukungenisa izihambi ngokuba nokuhlangenwe nakho okumnandi, labo abakhathele yi- "deja vue". Amakhasimende aqhathanisa futhi enze ukukhetha kokuthandayo. Ezweni ledijithali, ukuqhathanisa akukaze kuphumelele kangako.

Emazweni angavuthiwe maqondana nezokuvakasha, ngaphandle kokufundwa komlando wephethini yomjikelezo wempilo kanye nemiphumela, kusenombono oyiphutha mayelana nemodeli yebhizinisi yama-HSPs. E-Saudi Arabia yokuvelela, i-Accor isanda kumemezela ukuthi ibe "namakamelo ayi-11.000" epayipini. Okunye ukukhishwa kwabezindaba kwe-HSP ngokufanele. Enye yezindawo ezimbalwa zegolide ezisele emhlabeni zama-HSPs.

Akungabazeki, i-Accor ingumhlinzeki wemibono ebalulekile yokungenisa izihambi futhi izosiza ukuqhubeka nokusungula imboni ezweni ukuze ibe namandla amaningi ngamazinga ajwayelekile najwayelekile, kepha kuyathakazelisa ukubona kokuphakelayo, abantu abacabanga ukuthi i-Accor iyatshala imali nokuthatha ingozi yezezimali noma yokusebenza. Bathengisa nje izinsizakalo zabo ezisezingeni kubatshalizimali baseSaudi. Abatshalizimali babonisa ngokusobala ukuthi ngabe imiqondo yanamuhla ekhuphukile izodumisa esikhathini esedlule eminyakeni eyishumi, noma ingasekho. Mhlawumbe, umphakathi wezamabhizinisi waseSaudi noma wamazwe omhlaba (kufaka phakathi umqondo wabatshalizimali) onekhono, ukushayela nokuzinikela ukusetha izihambi ezweni elinephrofayili yangempela kanye nomlingiswa njengamandla okushayela ukuvakasha, kusadinga isikhathi, imfundo, utshalomali kanye nesipiliyoni sokuvela nokuvuthwa ngokufunda esikhundleni sokuwela amakhophi.

Ucwaningo lwezimakethe zomhlaba lukhombisa ngokusobala, isipiliyoni sangempela sokwamukela izihambi njengabashayeli abakhulu bokuvakashela izwe. Abantu baya esitolo ngoba bayazi ukuthi batholani, hhayi ngoba befuna lolu lwazi oluthile ekuthengeni kwabo, hhayi ngoba behlala befuna ukuba lapho. Amandla okushayela wokukhetha indawo oya kuyo phakathi kwezinye izinketho kuyisimo esihluke ngokuphelele. Ngisho nabantu abasha, kaningi kunalokho, sebeke bahamba amazwe omhlaba.

Ngiyakhumbula lapho izingane zami zisencane, babevame ukufuna "okufana" nabangane babo, manje sebekhulile futhi bavuthiwe, babheka izinto “nokuhluka” okuhlukile. Ngokufana nesihambi esivuthiwe, "bayakhula" futhi bashintshe okuncamelayo, okubhalwe kumashifu wokuziphatha kwabathengi nemiphumela maqondana neminyaka eyizinkulungwane. Ukwenza nokuba "ngokufanayo" akuyona ingqondo yomhloli wamazwe yesifiso. Embonini enkulu kunazo zonke futhi enokuncintisana okukhulu emhlabeni, ama-HSPs angasiza ekwakheni ukwethembana nasekusunguleni izakhiwo ezibalulekile esigabeni sokuqala sentuthuko. Kodwa-ke, ukuthola umkhawulo wokuncintisana kwamazwe omhlaba ngaphesheya kokujwayelekile, ngaphandle kokwanelisa izidingo ezijwayelekile ngemfashini ethi "nami futhi", ngaphandle kokuba nokuba "nokufanayo", kufanele ucabange futhi wakhe Phambili. Ekuziphatheni kwabathengi, abantu bafuna okungabizi kakhulu noma okungcono kakhulu, isikhala esincane sabantu abavamile.

Njengamanje iMarriott ikhiqiza ukukhishwa okuqhubekayo kwabezindaba mayelana nokukhula nezakhiwo ezintsha eJapan. Ngasikhathi sinye, umtshalizimali uqalile ukuletha umqondo waseRyokan, isipiliyoni sendabuko sendlu yezivakashi zaseJapan, kwezinye izindawo emhlabeni jikelele. Futhi, uMaji, inkampani yezokudayisa nokwakha yaseJapan, wethula amahhotela. Ngikushiyela abafundi, okubonakala kuthakazelisa kakhulu ukukuhlola ngombono wesipiliyoni.

Ngaphandle kokuvuselelwa kokusebenza komuntu siqu, imiqondo yamahhotela e-boutique ehlukile enezindaba ezihle, sibona imizamo eminingi nemiqondo ehumusha izihambi ngendlela entsha. Amandla ami okufunda, ukubuka noma ukuhamba kancane, ukunikeza uhlu oluphelele lwezinhlelo zomhlaba wonke. Kunokuningi futhi kukhona izimbangi ezintsha eziza emakethe masonto onke. Yize kungebona bonke abantu abazosinda, bakhona ngoba isidingo sokwaziswa okuphuma ebhokisini sokungenisa izihambi siyakhula futhi indlela yama-HSPs iya ngokuya igcwele. "Okujwayelekile" kufile, akukho bungozi akukho ukuzijabulisa.

Anginabo ubufakazi bokugcina balokho, kepha ukukhuphuka kwe-AirBnB nezinhlobo ezahlukahlukene zemikhiqizo abayinikezayo kuyinkomba enamandla. Ukufunwa kokuhlangenwe nakho komuntu ngamunye bekungamandla ashukumisayo ekukhuleni okusheshayo kwe-AirBnB noma amapulatifomu afanayo avelayo, mhlawumbe hhayi isu elihlosiwe, kepha bheka ukuthi bathola kanjani iphrofayli ngokwandisa ukuhlinzeka ngothile, ngaphandle kokuhlangenwe nakho kokungenisa izihambi ebhokisini. Kungenxa yokuthi kunesidingo. Kunabantu abangafuni amazambane kuphela. A amazambane premium namanje amazambane. Ngenkathi ama-HSP elwela ukukhipha, ukusebenzisa nokulawula amazinga abo, i-AirBnB (enazo zonke izingqinamba ezibucayi zokulawulwa kwekhwalithi) ithumele ubuciko ngaphandle futhi inikela ngenkundla yabaphazamisi.

Uchwepheshe wezimpahla zikanokusho ngakho-ke ulungiswe kahle ekuhlinzekweni kwesipiliyoni sokunethezeka, iFrance LVMH Group nayo isingene emakethe yokungenisa izihambi. Ngemuva kokuthola isibalo esincane seMaison Cheval Blanc, basanda kuthola iBelmond. Enye yezinkampani ezimbalwa ezisalele ezisebenzisa amahhotela nezinye izinsizakalo ezisezingeni eliphezulu, ubuhle bangempela obuyivelakancane phakathi kwabo, esikhundleni somunye umthengisi wamalebula asethulile. Idumela likaBelmond lokuhlinzeka ngesipiliyoni sokungenisa izihambi esiphezulu kungenye yezinto ezihamba phambili emakethe. Kodwa-ke, imodeli yabo yebhizinisi ifaka imali enkulu, inzima futhi ipayipi labo lezakhiwo ezintsha seliseduze nokungabi nalutho. Kuzoba mnandi ukubona, ukuthi bayahamba yini phambi kwesixuku ngokuhlinzeka ngesipiliyoni esiphakeme ngaphansi kwesambulela se-LVMH ngakho-ke babe ngumhlinzeki wokunethezeka wokuzikhethela noma bahamba ngendlela efanayo yokuhlanganiswa kokukhanya kwempahla okuhlanganisiwe nokukopisha ngenxa ukukhula okumsulwa futhi ube ngumhlinzeki wohlelo lwamahhotela “nami”

Kumphakathi omncane, onomqondo wesabelomali futhi othanda umsebenzi wabazulazuli bedijithali, uSelina uphokophela emakethe ngohlobo lwabo oluthembisayo lokuhlangabezana nendlela yokuphila yaseLatin America noma okuzosala kuyo uma sekukade “kufaneka” futhi kuthunyelwa kwamanye amazwe. Futhi iSonder ngumqondo othakazelisayo futhi okhula ngempumelelo wokubeka iso, osebenza endaweni emnandi phakathi kwamafulethi asetshenzisiwe nehhotela.

Sekuyiminyaka engamashumi amabili manje, izabelo ezahlukahlukene zobungcweti emishini yokuthuthuka zingiletha eChina njalo. Ngihlale emahhotela amaningi, iningi lalokho okubizwa ngokuthi okujwayelekile emhlabeni jikelele. Njengoba ngithole i-Eclat Hotel eBeijing, le yindawo yami (vele, abantu banokuthanda okuhlukile, yingakho nje le ndatshana ikhona). Akekho unjiniyela ovamile ocabanga ngokwemigomo namazinga we-HSPs asunguliwe ongavela nempahla enjengale. Le ndawo ingumuntu ngamunye kangangokuba alikho izinga lomkhiqizo wehhotela elinganela. Indawo yobuciko nedizayini enemibhede nensizakalo enhle kakhulu. (Dany, ngicela uqinisekise, angitholi khomishini noma ezinye izinzuzo ngokusho lokho). Impela, uma ngingezwa ngokunye okusha kwentuthuko kokuhlola kwaleso sigaba, ngizohlola futhi ngiqhubeke. Ayikho ingozi, akukho ukuzijabulisa. Kepha ngeke ngishintshe impahla "ejwayelekile", lapho nginezinketho. Njengoba sazi, "okujwayelekile", okuphezulu noma okuphansi, kunezincazelo ezihlukile. Lapho ulwazi lubalulekile, "okujwayelekile" akwenele ngokwanele.

Izinkampani ezivela ezimbonini ezahlukahlukene manje seziqasha izikhulu "zokwazi amakhasimende". Lokho kuyathembisa. Kodwa-ke, ezimweni eziningi babheka kuphela ekuthuthukisweni kohambo lwamakhasimende edijithali. Uma nje umkhiqizo wakho ungalethwa ngokuphelele esikhaleni se-cyber, kukhona nengqalasizinda “enzima kakhulu” nengxenye yezenhlalo - inhlalo yezenhlalo ayiyona yodwa “ukuxhumana nomphakathi”, njengoba kusekhona ukutholakala komuntu, ngethemba. Abantu basetshenziselwa ukungena ezindizeni zabo emishinini manje. Akukho lutho olungalungile ngalokho. Kuyindlela yokulinganisa, kepha hhayi ukuthuthuka kokuhlangenwe nakho (ngaphandle kokuthi indlela yokuphrinta kule mishini ibhajwa). Ngenye indlela, ukungena kwi-inthanethi kungumbono omuhle, inqobo nje uma ungenalo uphenyo olukhethekile, isb izindaba ze-visa. Wake wazama ukuthola lokho ngesikhungo sezingcingo sezindiza? Ithemba. Futhi, uma ungathanda ukwazi, yisiphi isikhathi esibi kunazo zonke ongasithola, awuzange uvuselele i-smartphone yakho, isikhathi sokugibela indiza kungaba umgijimi wangaphambili. I-Roboter ekhonza emahhotela nayo ingajabulisa… noma ikonakalise imizwa. Umhlaba wedijithali wenza amathuba amasha amangalisayo futhi uphinde uthuthukise izinto eziningi, kepha hhayi konke. Okubizwa nge- “Service Hotline” kwezinkampani zocingo kungubufakazi bokugcina, ukuqonda “kwensizakalo” kungashintsha kube yinto yokuhlekisa. Umuzwa weqiniso wokukhonza nokungenisa izihambi kuphela ongahlukanisa omunye komunye.

Kunomehluko omkhulu entuthukweni phakathi kwamahhotela asedolobheni, okungukuthuthukiswa kwempahla okumsulwa, noma amahhotela okuzithokozisa ezindaweni eziqhelile, lapho indawo ezungezile nemvelo kudlala khona indima ebaluleke kakhulu futhi inani lesipiliyoni lisuselwa kweminye imibandela. Lokhu kusazobhekwa njengokuthuthukiswa kwendawo okuya kuyo njengoba kunzima kakhulu. Yonke intuthuko yesimanje yokungenisa izihambi "inetimu" njengoba besho, cishe kancane ngempumelelo. Isu lokuthuthukisa indawo okuyiwa kulo lihlose ukusebenzisa indaba ekhethwe ngokucophelela ukuze kukhiqizwe iphrofayili ebukhali futhi (cishe) ehlukile enomphetho wokuncintisana. Akukona ukuhlanganisa amagatsha namakhophi. Ezabelweni zami zobungcweti ekuthuthukiseni indawo ezindaweni zokungcebeleka noma zeholide, ngivame ukubhekana nokucabanga kwezakhiwo kuphela. Uhlangabezana nezindawo zesathelayithi noma "izindawo zentuthuko", kepha lapho izivakashi zifuna ukuphuma emahhotela ukuze zithole isipiliyoni sendawo ngokujwayelekile, zime maphakathi nendawo endaweni emnyama, zibhekene nemibono nokubukwa okungafanele neze ukwenziwa bona basekela noma baphinda izivakashi.

Ngisho nokubuka ngaphandle kwefasitela lekamelo lezivakashi kudinga ukwelashwa. Ezindaweni zokungcebeleka ukucabanga, ukuhlela nokusebenza kwama-ghettos kuyindlela ebucayi futhi engenzeka. Izivakashi zizohlala zihlola lonke ulwazi lwazo lwendawo futhi azihlukanisi phakathi kwendawo yokuhlala nendawo enganakwa lapho zihamba phambi kwendlu. Kokubili kudinga ukunakekelwa, ukunakekelwa futhi ekugcineni kwenziwe okugcinwe engqondweni “ngohambo lwezivakashi”. Ucwaningo lwesayensi nokutholakele ekuthuthukisweni kwendawo okuyiwa kuyo kusungulwa iminyaka engaphezudlwana kwengama-50 kubhekwe izindawo ezinesiko elide, kuyilapho isayensi, ulwazi, kanye nesipiliyoni ekwakheni ingqalasizinda nasekwakhiweni kubuyela emuva isikhathi eside kakhulu. Kungakho ekuthuthukisweni kwendawo okuyiwa kuyo, ukucabanga ngezitini nodaka kusabusa, kudala lokho okubizwa ngokuthi “izindlovu ezimhlophe” namanje, kushiye nezindawo ezikhangayo zingenalutho futhi abatshalizimali, abahleli, abakhi bezakhiwo bezibuza ukuthi kungani?

Idizayini yokuhlangenwe nakho idinga abanikazi bamahhotela abanethalente (futhi ngithanda ukuveza ukuthi, nabo bangatholakala emahhotela anegama, kepha kungenzeka bangabi nethuba lokuphila ngokusemandleni), kungaba umzuzu owodwa onenhlanhla wokuba nawo umqondo ojika ibhizinisi lakho noma kungaba ukuhleleka okuhlelekile kokuhlangenwe nakho ohambweni lwezivakashi nobukhulu bawo obuthathu: i-hardware, ezomphakathi kanye nensizakalo, i-digital. Kubafundi abanentshisekelo yemininingwane engaphezulu, sicela uye ku- https://www.slideshare.net/RichardAdam6/richard-adam-destination-development-3-dimensions-of-visitor-experience-with-a-focus-on-digital-082019

Kuyisinqumo somtshalizimali noma somnikazi wehhotela, noma ngabe bafuna ukuba ngumhlinzeki wezimpahla zokulala kahle ebusuku noma umhlinzeki wesipiliyoni, okuncike ezindabeni ezahlukahlukene (indawo, imodeli yebhizinisi, amandla, imakethe, utshalomali, ukusebenza kwe-capabiliteis njll.). Kepha kuzoba yisipiliyoni esiyingqayizivele esihlukanisa umkhawulo wokuncintisana nabahlinzeki bezimpahla.

Ekugcineni, konke kwehla ukubuyela ekutshalweni kwemali eyinhloko naku-EBIDTA. Imayelana nebhizinisi. Kodwa-ke, ikhono nesifiso sokwenza isipiliyoni samakhasimende esivelele kuvinjelwe, lapho ingcindezi yokukhiqizwa kwenani labaninimasheya ikukhathaza, ngenxa yalokho ikghono elihamba phambili kanye ne-trendsetter. Umlingani obonayo we-accountant kufanele abe semkhondweni wokuhola ngempumelelo emakethe nokugwema ukuminza. I-Individual High End Experience idinga impahla ebhaliwe kuqala, ikhwalithi yesevisi nezinye izithako ezibizayo kepha ingasebenzisa iphrofayili ebukhali, inzuzo yokuncintisana, ukuma nokusimama ngentengo eyanele kuyo. Othile - ngethemba ukugeleza okuvamile kwezivakashi - kufanele akhokhele lokho endaweni ebucayi yamanani. Kepha ukukhuluma ngesipiliyoni sokukhuluma, njengoba uBenjamin Franklin asho,Umunyu wekhwalithi empofu uhlala isikhathi eside ngemuva kokuba ubumnandi bamanani aphansi sebukhohliwe ”.

Ukuze uthole izeluleko zamasu noma zomqondo ekuthuthukiseni indawo noma ukwenziwa kwayo yonke imijikelezo yentuthuko, unganqikazi ukungithinta nge I-LinkedIn isithunywa ngqo.

I-Bio emfushane URichard Adam

Isikhundla esiphezulu se-C-level international kanye nelungu lebhodi ekuphathweni kwempahla kanye nokutshalwa kwezimali, indawo oya kuyo, indawo yokuvakasha-, indawo yokuzilibazisa-, indawo yomphakathi, ukuthuthukiswa kwezakhiwo zezohwebo nokwenza indawo ngokombono we-360-degree, kusuka kucebo le-greenfield ukuletha isivakashi esisebenzayo isipiliyoni nokugcinwa, ngesipiliyoni sokusebenza kumazwekazini ama-4 kanye nochungechunge lwezinto ezifezekile ekwakhiweni kabusha okucindezelekile nenselele noma ukutakula, iminyaka engama-20 ibika ezingeni lebhodi. Ummeli wedijithali, abezindaba abaqeqeshiwe, isikhulumi somphakathi esifakazelwe kahle, banelukuluku lokufuna ukwazi okungapheli.