FUTURE-WORK@HOTEL: UNLOCK UNTAPPED POTENTIAL

Future Work@Hotel Industry

Version: November 2016

Although the hotel market is growing sustainable and stable…


The proposed CAGR of the market until 2020 is 3.51%

and is accompanied by generally stable and resilient

hotel utilization rates of roughly 70%.

…the combination of low interest rates and the intense market competition is threatening many market players…


Existing overcapacities are aggravated by the current period of low interest rates

An intense consolidation of the market is caused by investment

of the big market players in properties in “B or C-locations”

Price competition is strengthened by most players’ lack of differentiation

The thread to be overtaken by substitutes is intensified by the markets’ low pace

of innovation

…and thus, the management is facing crucial challenges in the near future!


“In this industry a strong consolidation wave is going on.”Otto Lindner, Chairman of the “Hotelverband Deutschland” (IHA)

5

Despite its challenges, change is offering tremendous opportunities.

Use of core competencies, location advantage, digitalization, and chances to

generate comparative advantages and sustainable growth

Change

Utilize core

competencies

+ Properties in top locations

+ Gastronomical and technical

infrastructure

+ Professional service staff

+ Broaden the existing brand

awareness and brand image on

other business areas

Chances

+ Abolishment of the best

price condition for the travel

portal

+ Superior marketing

opportunities for Value-

Added-Services

Advantage

Germany

+ Mideast conflict increases

the location attractiveness

+ Stable market growth

Digitalization

+ Missing innovation

abilities of the others

+ Generate first-mover-

advantages

+ Stimulate customer needs


6

Exploiting trends to sustain a stronger differentiation to temper the intensity of competition.

Future Work @Hotellerie

Source: FutureHotel Fraunhofer Institut

A clear market positioning is facilitated by the stimulation of the business travelers’ needs

with providing convenient processes (Smartphonekey, Mobile Check-In) and maintaining

agile working (Co-Working Spaces).

“The future of every hotel is based on

specialization.“Marco A. Gardini, professor for tourism management, University of Kempten

7

• 45.6 % of the business travelers work while staying in the hotel

• 80.2 % of them would like to have a suitable working space

• IT- and gastronomical infrastructure is already available or a modification to

higher standards is possible without high costs

• Attractive locations for business travelers and local coworkers

• Functions as both a differentiation possibility and a value added service that

provides additional revenue streams while simultaneously reinforcing the

gastronomical turnover

Especially the addition of coworking spaces to the hotels’ product portfolio offers cost efficient sales potential.


The hotel as a workplace possesses unutilized revenue potential that can be

sustained without large investments.

8

An image makeover of the modern hotel is possible…


…from an accommodation option to an

agile workplace!

9

By implementing the “Future

Work” concept, hotel chains

can create an unique selling

point. Thus, they capable of

differentiating themselves

effectively. This provides the

possibility to sustain long-

term comparative

advantages. Detecon is able

to show off many successful

references within their long

work experience within this

consulting field:

TOOLS


…with the assistance of a capable partner who is able to guarantee a clever implementation.

Mobile and user orientated IT-solutions that suit the use-case hotel are enabler for the implementation of “Future Work”

It is possible to connect with people from comparable business levels in similar or related industries while using the hotel as a workplace. The resulting input increases the ability to innovate. Building up this particular Image can offer comparative advantages for the hotel.

PLACES

PEOPLE

An aggregated concept for the hotel lobby, with

room components that provide possibilities for

group work, furthers networking in an informal

atmosphere. Above that, agile working can be

maintained by offering a coworking space in the

hotel.

The “Future Work” approach of Detecon can help to strength the core business of the hotel market

and to develop new business areas as well as additional revenue streams.

10

Do not hesitate to contact us!

Verena Vinke

Consultant

Transformation & Peoplemanagement

Mobile: +49 151 11 856 948

[email protected]

Marc Wagner

Partner

Global Lead Transformation, Peoplemanagement

& Integral Business

Mobile: +49 175 2206049

[email protected]