Hospitality means providing service to others, demonstrating consistent excellence and
quality and profitably providing value at any price level. Holistically,
hospitality should be a “place”, where people can still be exceptional
individuals.
The tourism markets of the Middle East might be described as one of the world's first "tourist" and dynamic
regional destinations, having served an extraordinary
role in the confluence of cultures and religions for thousands of years. With
world-class infrastructure, facilities and an excellent
geographic location on the world stage, the Middle East is expected to emerge
as one of the world’s most competitive landscapes offering value tourism and
conference experiences to a worldwide customer base.
The landscape is evolving
quickly as hotels become more social and engaging in their marketing efforts,
best value propositions and property upgrades and improvements. Despite all
this, there are some glitches and trends expected to dominate the Middle East
hospitality sector in the next five years. One of the important trends is Technology
which has become a tourism business activity in development of strategic
resources and increasing competitiveness. Effective use of advanced software
and communication tools allow enlarging operational efficiency. Decision making
through decision support tools, databases and modeling tools assist the
manager’s job. Cloud computing and Wireless communication systems such as intelligent system
software, lightweight, hands-free or handheld communication devices allow hotel
staff to deliver the best customer service. This has led to hotels in the Middle East
in embracing new channels to connect with their guests, from Twitter concierge
services to smart phone applications for check-in services. But this also
brings with it some interesting challenges. Within an on-site, private network,
connecting to different applications and systems within that network is a
relatively straight-forward process. If each of those applications is
outsourced—often to different vendors—connecting them becomes far more
challenging.
The second main challenge lies in the
increased concern with guests’ safety and security. After decades of political
instability, restoring peace offers the exciting prospect of the region
regaining its historic prominence with visitors from the "four
corners" of the world. Another challenge lies in tapping the broad
opportunities for cultural tourism, other types of leisure and recreational
travel, and further developing the infrastructure and services to enrich and
extend visitations. There is a significant imbalance of hospitality
infrastructure relative to growth potential in certain parts of the region -
notably Syria, Jordan, Iraq, Iran and Lebanon.
Another uphill task is customer satisfaction which has a clear linkage to actual
financial outcomes. The hospitality industry, traditionally more focused on the
physical product, is waking up to a consumer who is demanding consistent
delivery of the brand promise. Getting things right is important such as
accurate reservations, check-ins, uninterrupted stay and no billing errors. One of the few constraints
to the development of a substantial increase in tourism will be adequate
infrastructure. For the Middle East to fully realize its promise, collaboration
among tourism agencies and the easing o f travel restrictions also will be of paramount
importance. Transportation access continues to be an issue in tourism growth.
Inter regional travel has been constrained by virtue of political barriers
raised by countries. Lowering of these barriers as the peace negotiations
progress would be a boon to tourism, allowing more fluid movement of travelers
throughout the Middle East. The
correlation between price and value is very important for the perceptive guests
of today. In recent years, online consumers have also become increasingly value
conscious, with the Internet providing unlimited scope for price comparison and
greater transparency of the guest experience on a global scale.
Alongside these
known challenges and risks, the industry also has to manage the impact of the
unknown such as Economic uncertainty, volatile oil prices, fluctuating exchange
rates and variable demand present ongoing challenges to owners, operators and
investors alike. The next five years will herald the era of a consumer-led
brand focus for the Middle east hospitality industry. Despite this optimistic
outlook, as economic conditions continue to remain uncertain and governments
face an uphill battle to pay off their huge deficits, value-conscious consumers
will remain a key feature in the post recessionary landscape across all
segments of the market. Finally at the dawn of a new world order for the
tourism and hospitality industry, the question is will the Middle East
Hospitality sector adopt the right strategy to win an opportunity to be a game
changer in the global tourism industry?
We will have to wait n watch!!!!!!!!