EHL Insights
7 Content Marketing Tips for Every Hospitality Business Owner
EHL | January 14, 2021
An investment in content marketing is so much more than just posting the occasional blog or having an influencer take a photo in your hotel. It’s a marketing approach that requires thought, planning and consistent execution in order to be successful, especially in the highly competitive hospitality sector. If you own a hotel, restaurant, bar, or any other hospitality business, here are seven content marketing tips you should always bear in mind. 1. Understand your audience Before you can create any type of digital content, you must first understand who exactly you want to create that content for and what you want to motivate them t...
An Introduction to Service Design
EHL Insights | January 12, 2021
Although service-oriented organizations now comprise 80 percent of the economy in developed countries, a surprising number of organizations in this field struggle to differentiate themselves from their competition. This can leave brands scrambling as they watch their customers select other hospitality options. Securing repeat customers, word-of-mouth recommendations and building a positive brand reputation all become significantly harder for brands that do not know how to use a service-design model. If these types of struggles sound familiar, then learning about the service-design strategies and how to incorporate them into a particular c...
2021 Top Hospitality Industry Trends
EHL Insights | January 7, 2021
What are the latest trends in the hospitality industry? Well, it goes without saying that the coronavirus outbreak and ensuing safety measures have had a significant impact on hospitality throughout 2020 and will no doubt spill over into 2021 and beyond. Some responses to this extraordinary situation, attempting to entice patrons back into food and beverage outlets and assure holidaygoers that it is indeed safe to enjoy a hotel stay, have accelerated existing hospitality industry trends and triggered lasting change. Meanwhile, evolution at the societal level - consequence in part of shifted values in the aftermath of the pandemic’s...
Q : What Is Disintermediation?
EHL Insights | December 3, 2020
In the modern age, how businesses engage their customers continues to evolve rapidly. Consumers have changed how they search out the brands they want to buy from, how they choose between options and what they expect with regards to service. Hotels need to make sure they understand the concept of "disintermediation" (the reduction in intermediaries between producers and consumers), so that they can better grasp customer needs, make the necessary changes and continue to exceed their customers’ expectations in order to thrive as a business. A keen understanding of the latest trends allows professionals in the hospitality industry to adapt ...
Why There Is Hope Amid the Despair for the Hospitality Industry
Sherif Mamdouh | November 18, 2020
By Sherif Mamdouh A version of this article was previously published on Bilan.ch Deserted airports, lists of countries not to visit, historically low occupancy rates for hotels, unable to crawl back beyond the 10% mark. Unsettling tales abound, and for good reason: we’re facing a violent reality made of layoffs, financial distress, bankruptcies and uncertainty. In this most worrying context, solidarity and compassion must be shown towards the thousands of employees pushed into precarious situations. After this time of empathic reflection, the tourism industry must reflect on its own existential situation.What is really going on? Wh...
The Relationship Between the Stringency of COVID Lockdown Measures and GDP
Dr Reza Etemad-Sajadi | November 10, 2020
By Dr. Reza Etemad-Sajadi November 5, 2020 - What we have learned from the first COVID-19 wave? Insights into how different European countries reacted to the pandemic and how the diverse coping strategies affected their respective economies in the first half of this year. Interesting lessons to be learnt as we enter into a prolonged period of the pandemic. The world has come to understand that the COVID-19 pandemic is wreaking havoc on the global economy and will continue to do so for some time. The table below shows the annual growth rate of Switzerland’s GDP, which shrank by a record 8.3% year-on-year in the second quarter of 2020....
Chain Affiliation Is on the Rise but Which Hotels Will Rebrand?
EHL | October 13, 2020
Hotels can change brands (i.e. rebrand). An independent hotel may affiliate itself to a chain (or vice-versa), or a branded hotel may change affiliation from one chain to another, or even within a chain. The rebranding trend has been hot in recent years (see Figure 1): between 1990 and 2017, 32% of hotels in the US were rebranded at least once, with some changing their brands up to seven times. Since 2011, on average 1200 hotels (110K rooms) have been rebranded annually. The hotel rebranding trend From 57 hotels (4,445 rooms) in 1992 to 371 hotels (36,074 rooms) in 2017, the number of independent hotels affiliating themselves to a chain h...
What Skills Does a Culinary Arts Professional Need?
EHL Insights | September 21, 2020
As a culinary arts professional, the more skills you have, the more valuable you are. And, as with any career, the more valuable you are, the more successful you will become and ultimately the more satisfied you will be with your professional life. In the culinary arts profession, it all boils down to your skillset. Following are some of the skills that a culinary arts professional needs in order to be successful. Whether you work in a fine hospitality establishment that caters to international guests, or you work in a small French bistro in the South of France, you’ll need to hone the following culinary skills. Passion for the Culinary...
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