2016 has been an interesting year for hoteliers. Whether you’re on-property or in a corporate office, the industry is evolving at a rapid pace in all areas. Consolidation, Rate Parity, Google & Trip Advisor are all big news and have been discussed a lot. However there may have been some news that has slipped slipped under your radar.
A few firsts in 2016 stand out for me; this is the first year I’ve heard senior leaders seriously expect that the current Directors of Revenue will be the next CEO’s and General Managers. It’s been talked about for a long time but now it’s finally being accepted that the RM role now stretches strategically across the business functions, and they have the right strategic skills and experience in all areas of the business.
The second one is the emergence of the Commercial Department. Many hotels, and hotel groups, have realised that the silo mentality we have orchestrated no longer fits in with the way the industry works. Revenue, Digital, Public Relations, Marketing, Technology and Sales all need to work together to get the best result. At the property level, not many can afford to have a Director of Revenue, Director of Digital and a Director of Sales & Marketing.
For 2017, there will be a few knock-on effects. Firstly, a focus on cross-skilling by breaking down those silos. The convergence of these roles will mean that property level staff will need to learn more about their counterparts’ roles in order to optimise results without increasing staff numbers. Secondly, again this is something that has been talked about for years; 2017 will be the year of the General Manager. The GM’s now have to learn about the Digital, Revenue and Technology disciplines in order to run their hotel efficiently and bring in the return the owners are looking for. This is where HSMAI is focussing in 2017, we’ll be working closely with you to help you to cross-skill and we’ll be working with General Managers to help them find, attract and lead these newly upskilled staff.
It’s an exciting time to be a hotelier and from the team at HSMAI, we wish you all a wonderful 2017.
Click the links below to view the viewed articles from 2016 on Distribution, Marketing and Revenue Management. For access to all articles and more, download 2016 Year in Review ebook.