IS A HOTEL CHAIN A MISNOMER? A FOOD CHAIN IS CLEARLY A SERIES OF PRODUCTS AND SERVICES THAT ARE LINKED. A HOTEL CHAIN IS A HERD OF SIMILAR PRODUCTS THAT ARE NOT LINKED BY ANYTHING BUT A NAME.
How come we do not think outside the box and think strategically? Maybe our industry is ripe for some new thinking.Perhaps it is time to put the 'chain' back into the hotel groups.
The business processes that link other industries are clearly defined and systematically laid out. Exploration, discovery, construction, production, storage, delivery, markets. The processes that link the hospitality industry's business are not linked and other than a weak blip in the passage of time when a few airline groups owned some chains linking the airplane seat with the hotel pillow, synergy between our industry and those with whom we are connected does not exist.
Even our Market positioning is designed to confuse.
No this is not new thinking. This is what Stelios has been talking about (and acting on) for years. Stelios is the serial entrepreneur at the sharp end of the Easy Group......Easy Jet, Easy Hotel, Easy Cruise, Easy Pizza etc. His brands cross several segments but are all positioned at the same recognizable level. Unlike Holiday Inn that pitches hotels as up-market HI Crowne Plazas, Upper-Mid-Market HI Select, Mid-Market-Full Service Holiday Inn and Limited-Service HI Express through a whole range of market positions without even touching other products for the same original customer.
But this is less about market positioning and more about the 'chain' or lack thereof.
Consider if you will that there are 10 major hotel groups, 10 major airlines, 10 major china manufacturers, 10 major glass manufacturers, 10 major linen companies, 10 major car-rental
companies and 10 major carpet manufacturers......but there are 1000s of wineries, artisanal soaps, shampoos, cheeses and smoked hams all of which are sussed out by choosy managers, chefs, sommeliers.
Amongst these 10 groups, there are hundreds of name products and thousands of potential combinations.
Yes, there are some signs of some synergies or links sprouting up. Starwood kicked it off with the Heavenly Bed and matching linens and others followed suit with their own versions quickly cobbled together. But why does this not spiral upwards toward something much more strategic.
Carlson started well and moved from Incentive Travel to Hotels to Travel Agencies and Cruise Ships. These were perhaps too far apart from the tight concept that I describe which links perhaps the luxury products of a hotel to the luxury products of my personal lifestyle at home.
I can now envision my Ritz Carlton bed, sheets and pillows, bath towels and soaps from 2008 to the fine stemware from their Italian Restaurant in Hong Kong of 2009 to the 100% wool Tai Pei carpet and bouncy underlay from the lobby of their Paris icon recently fitted out in 2010. I might be looking forward to stocking some new House-Wine from their property in London that I tasted and have arranged to specially import. I might upgrade my 240 thread-count sheets to the 300 thread-count versions just installed in March 2010 in the Presidential Suite at the Holiday Inn Memphis.
And how about those Spa Products?!!
And those glorious chaises longues from Fairmont's Princess Hotel in Acapuco or those divine pool umbrellas from the Four Seasons ......wherever.
The chain of our hospitality industry has never been easier to link with the lifestyles of those that are loyal customers. The possibility of serving our customers and catering to their likes and wants. The possibility of attracting them back for exposure to a new experience, be it fashion, furnishing or fantasy.
The links for this magical chain of hospitality products can be large, small, decorative or plain, international or local, luxury or budget. The limits are endless, the constraints are non-existent. All that is missing is imagination.
For some imaginative input into your potential links, contact [email protected] or just set 'Generation Y' loose, your business will never be the same again!!
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