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TourisminRio:TheHotelChallenge|ByErwanGarnier

Published:2012­12­1211:17:00

WorldYouthDaynextyear,FIFAWorldCupin2014,the

450thanniversaryofRioin2015,theOlympicGamesin2016

Theatreofagrowingnumberofworldeventsinthecoming years,BrazilhasagreatfutureintheTourismandHospitality

industry.Havingearned$79billionintourismrevenuein

2011,thecountrywillhave,accordingtotheWorldTourism

Organization,anincreaseof7.8%inthesamesectorthis

year.Ifthedestinationattractsmanyforeigners,Itismainly drivenbylocaltourism,boostedbythesteadyriseinthestandardofliving,

whichisexperiencingsignificantgrowth:+6.5%in2011.

whichisexperiencingsignificantgrowth:+6.5%in2011.
whichisexperiencingsignificantgrowth:+6.5%in2011.

WorldYouthDaynextyear,FIFAWorldCupin2014,the450thanniversaryof

Rioin2015,theOlympicGamesin2016

Theatreofagrowingnumberof

12/17/12

Tourism in Rio: The Hotel Challenge | By Erwan Garnier - Cornell School of Hotel Administration

worldeventsinthecomingyears,BrazilhasagreatfutureintheTourismand

Hospitalityindustry.Havingearned$79billionintourismrevenuein2011,the

countrywillhave,accordingtotheWorldTourismOrganization,anincreaseof

7.8%inthesamesectorthisyear.Ifthedestinationattractsmanyforeigners,

Itismainlydrivenbylocaltourism,boostedbythesteadyriseinthestandardof

living,whichisexperiencingsignificantgrowth:+6.5%in2011.

Morebusinessopportunitiestotakeadvantagefrom,fortheBRICcountrythat becametheseventhworldeconomicpower.Immediatetarget:theWorldCup

2014.OnlyinRiodeJaneiro,itwillgenerate170,000jobs,including100,000in

tourism,saystheMinistryofTourism.Andofficialshopethattheeventwill bringfivetimesmorethanitscost.Ambitiousgoal,asthechallengesaremajor toprovideappropriatereceptionandaccomodation:Rioisforcedtoincreaseits

capacityby9,000bedsuntil2014!

"TheBrazilianmarketshowsasignificantdeficitofrooms:ithaslessthan

10,000hotelsthroughoutthecountry.Innumberofrooms,itrepresentsless

than10%oftheU.S.market,"saystheFrenchentrepreneur,ErwanGarnier,

formeroperationsManagerofInterContinentalHotels&ResortsinSouthAfrica

andformerDirectorofPerformanceatHiltonWorldwidewhohasjustlaunched

MiseenPlace,aprogramtoboosttheperformanceandprofitabilityofBrazilian

hotelsintheperspectiveoftheWorldCupandtheOlympics."Havinganobvious

lackofinfrastructuretoaccommodatedelegationsandthepublicforthese

internationalevents,Brazilalsohasabigproblemofqualityandserviceinthe

existinghotels».

AwareoftheHotelindustrychallenge,theBrazilianMinistryofTourismhasfor thefirsttimelaunchedaHotelclassificationsystem,calledSBClass,rating

propertiesfrom1to5stars.TheinnovationofSBClassistoincludethecriteria

ofenvironmentalsustainabilityalongsidethequalityofinfrastructureand services.Tobecomeafive­starhotel,Brazilianhotelswillnotonlyprovide

bathroomsofminimumsizeof4m2andbathrobesinallrooms,butalsoreduce

energyconsumptionandselectingsuppliersthatrespectenvironmental

standards.

12/17/12

Tourism in Rio: The Hotel Challenge | By Erwan Garnier - Cornell School of Hotel Administration

Supportfromforeignprofessionalswithaglobalexpertisewillbecrucialtoallow hotelstogrowintimewithnewofficialstandards.Iflargeinternationalhotel groupshaveimportantsightsonthecountry­Accorplanstodoubleitsportfolio

infiveyears­80%oftheBrazilianmarketremainindependenthotels."The

boutiquehotelsandmid­sizedhotelsareincreasinglyrequestingour

internationalexpertise,saysErwanGarnier.Weestablishtheiroperational

audit,servicebyservice,toidentifygaps,bringstrategicadvicesandsupportto

improveeachkeyarea:operation,management,sales,marketingand

communication».

Astepisneededtobridgethegrowinggapbetweenthelevelofserviceand

internationalcustomerrequirementsaswellasnationalones.Regularstravelers

toBrazilknow:eventhemostprestigiousinstitutionsareinneedofqualified

personnelatmanylevels.Andwhentheyhavecompetentprofessionals,hotels

arestrugglingtokeepthem,becauseofthelackofattractivenessofsalariesand

localbenefits.

Implementeffectivepoliciesforrecruitmentandhumanresourcedevelopment:

thisisoneofthemajorchallengesthatmustovercometheBrazilianhotels.

"Humandevelopmentisakeyelementinthesuccessofanyhotelproject.

Establishacorporateculture,developarecruitmentstrategy,mappingskillsand

settingatrainingplanandannualincentive:theBrazilianinstitutionsmuststep

upinhumandevelopmenttobereadyfortheupcomingevents"saidErwan

Garnier.Thisisthepricetheycancreateanenvironmentappropriatefor

customerserviceandteamdevelopment.Aswesayinourprofession:«Happy

teammeansHappyguest!»

MiseenPlaceisaprogramofperformancesolutions

dedicatedtotheHospitalityandHotelBusiness.We

focusonbridgingpurposeandprofitforhotelsand

boutiquehotelswherepeoplearecentralinthereturn

ofinvestment.Morethanaconsultancy,MiseenPlace

providesend­to­endonsitesolutionsfocusedon

planning,implementingandexecutingsustainablestrategies.Ourprincipal

clientsareowners,developers,investors&operatorsofhotelsandboutique

12/17/12

Tourism in Rio: The Hotel Challenge | By Erwan Garnier - Cornell School of Hotel Administration

hotelsaswellasvariousluxuryHospitalityvenueswithcustomerinteraction

whichincludesspa's,restaurantsandbusinesscenterstonameafew.Our

internationalteamofexpertsprovidescustomizedstrategicadvisorysolutionsin

development,management,sales,marketing,communication,public­private

dialogue,teamtrainingandsustainability.Moreathttp://www.mise­place.com/

http://www.mise­place.com/ ©2012 CornellUniversity News | Contactus |