It’s not at all times simple to sit down down two heavyweights within the resort sector to debate what’s to return. The journey company Soltour managed to do it in Fitur, placing Encarna Piñero, CEO of Grupo Piñero and Gabriel Escarrer, CEO of Meliá nose to nose. Each, below the moderation of the journalist Susana Roza.
The controversy started as anticipated, speaking about how these two businessmen foresee the arrival of 2023. “There’s a context of uncertainty, however indubitably we hope that it is going to be the yr that consolidates the restoration,” started Encarna Piñero. And it’s that the phantasm of touring continues to be intact to the purpose that “it has turn into a necessity.” Due to this fact, from Grupo Piñero they worth this “reasonable and aware optimism”. After COVID-19, the sector begins to construct on a brand new basis, “a brand new phantasm”.
Escarrer couldn’t agree extra along with his colleague. Actually, he coined a lapidary phrase: “The one attainable certainty is that we’ve to reside with uncertainty.” As soon as that is assumed, the sector will be capable to develop by specializing in values, segments and betting on innovation, “however at all times with experiences on the coronary heart of the enterprise”.
The brand new vacationers
Consistent with these adjustments, the tourism sector has welcomed Technology Z vacationers who, along with millennials, already make up the majority of worldwide tourism. And these shoppers search for the businesses the place they keep to be aligned with their values. “At Grupo Piñero we’re ecoists,” stated Encarna Piñero. And it’s that his Group develops a whole sustainability technique to lift consciousness amongst workers, friends and authorities of the international locations the place they function. In his opinion, “tourism ought to lead these initiatives to guard the atmosphere and pure heritage.”
At Meliá, the tonic is identical. “Prospects need to know their environmental influence on every journey; the resort that doesn’t work this, is out of the sport », he admits.
Even so, each hoteliers pressured that locations should present options to previous issues in order that they don’t occur once more within the close to future. The areas are as soon as once more overloaded, there’s a lack of public transport, hospitals… And sustainability is correct there, “with ending this saturation in order that the visitor has a pleasing expertise”, Encarna Piñero coined. In the long run, these methods and measures must also make sure that the vacationer will not be overwhelmed, however neither is the worker.
The position of journey businesses
There isn’t a doubt that journey businesses have helped the resort trade to be what it’s. Nevertheless, Gabriel Escarrer identified that they needed to evolve. «They must turn into one thing just like the pharmacists within the sector, those that prescribe and advise. If a shopper arrives and says that he must disconnect, the company should be the adviser that guides and guides him », he displays.
Encarna Piñero additionally said that she has an excellent relationship with journey businesses and predicted that they won’t disappear. “Businesses are the prologue of what the holiday expertise goes to be and digitization helps them to at all times present the right data,” he provides. Even so, he intoned a mea culpa directed on the resort sector: «Hoteliers must facilitate the work of businesses in order that the shopper could make this worth dedication; espresso will not be value it for everybody ».
However for all these stars to align, there is just one situation: “get out of the commodity.” And it’s that, within the phrases of Escarrer, inns have stopped promoting rooms to promote experiences, particularly on trip. “The solar and seashore will not be sufficient.” However, this isn’t simple. “Now we have to know easy methods to attain the center of the shopper in order that they select you based mostly on a scale of values, figuring out easy methods to join… In abstract, model, tradition and values to advertise differentiation,” added Piñero.
And the issue of expertise
However to have the ability to personalize and promote customer support, it’s a must to have expertise within the resort. However how will we retain expertise, how will we seize and retain it? “Chopping stone,” Escarrer snapped. Or, what’s the identical, “being devoted to our ideas in tough occasions.”
For her half, Encarna Piñero commented that an important factor to retain expertise is to have energetic inside and exterior listening, in addition to the flexibility to align with values and with the shopper. «The manufacturers that stand out are people who have managed to retain expertise and prospects. Nevertheless, we’ve seen an exodus of staff to different sectors; the problem is to get well it », he says.
In brief, hoteliers should be coaches, that’s, work with human management and impregnate the model’s values within the worker. “Now we have to open our minds to our inside buyer,” he says. As well as, employment should be facilitated, flexibility offered, their positions digitized to optimize them and inside communication should be labored on “as a result of there are strategic choices that don’t arrive”, remarks Piñero.
Gabriel Escarrer, 2023 Ecoísta Award
On the finish of the controversy, Encarna Piñero shocked Gabriel Escarrer with the supply of the “Los más ecoístas” Award that the model has created to acknowledge the work of its companions within the combat in opposition to local weather change and the protection of the atmosphere.
On this event, Meliá Resorts Worldwide has been chosen by the Grupo Piñero Sustainability Division for its efficiency when it comes to environmental sustainability. Encarna Piñero, CEO of Grupo Piñero, has offered the award –a sustainable work by the Madrid artist Cristina Almodóvar– to Escarrer.
“I really feel very fortunate to obtain this recognition exactly from certainly one of our most essential colleagues within the trade, such because the Piñero Group, and particularly happy with the strategic dedication to sustainable tourism that we’re selling from the Balearic resort sector that, as soon as As soon as once more, it’s as soon as once more a world reference”, stated Escarrer.