THE Middle East is poised to benefit from the emerging ‘new world order’ in global travel and hospitality, according to a new report by Deloitte entitled, Hospitality 2015 : Game Changers or Spectators.
A combination of 150 million ‘new travellers’ from the emerging countries of China and India and the continued expansion of Middle East carriers present the Middle East with a unique opportunity to be a ‘game changer’ in the global travel and tourism industry. Add to these ingredients the rich cultural and religious heritage of the Middle East, a young population and substantial investment in tourism infrastructure in the GCC led by Saudi Arabia, the UAE and Qatar and the stage is set for the region to emerge as preferred destination for travel and tourism globally
The key to the Middle East achieving a ‘game changer’ status will be its response to the seven drivers determining success through 2015 and beyond. Hospitality 2015 predicts these to be:
Emerging markets
China and India will continue to be the key hospitality markets and, according to the report, by 2015 these countries will have absolute year-on-year tourism growth greater than the UK, France or Japan. The growth of these outbound markets, coupled with the route networks of ME carriers, will present the Middle East tourism industry with exceptional opportunities for growth
Alex Kyriakidis, global managing partner of tourism hospitality and leisure at Deloitte (pictured), said: “In the emerging markets, the rise of the middle classes will drive significant new demand for both leisure and business hospitality. The greatest future potential in these markets will lie in developing mid-market and economy-branded products aimed at the domestic traveller and in promoting the Middle East as a cultural destination.”
Demographics
In 2015 and beyond there will be two key demographic drivers of change in the industry, which will create new patterns of travel and demand in the West and important new source markets in the East: the ageing baby boomer population and the emerging middle classes of China and India.
Kyriakidis added: “Hospitality operators who understand the drives and needs of these growing demographics will reap the rewards and become the future leaders in the industry.”
By 2015, US boomers are forecasted to account for 60 per cent of the nation’s wealth and 40 per cent of spending.
Robert O’Hanlon, partner in charge of tourism hospitality and leisure at Deloitte in the Middle East said: “US baby boomers will drive growth in hospitality in the leisure sector. The key to attracting boomers is appealing to their ‘forever young’ attitude and desire for experiential travel. The substantial investment being made in tourism infrastructure in the Middle East in experience-based tourism will be key to capturing this high end market”
The middle classes of China and India will also create ripples of change far into the future as their travel patterns evolve from domestic to regional to international. India alone is forecasted to have 50 million outbound tourists by 2020.
Brand
The growth of social media in the last five years has been staggering, and will continue to grow. This new form of communication and feedback is good news for consumers and offers both threats and opportunities for operators.
Kyriakidis reiterated: “The transparency of social media will highlight any inconsistencies in the delivery of the brand and will provide a quick and enriching communication channel between brand and consumer. The most successful brands will be those that embrace and learn to harness social media rather than underestimate or fight against its influence.”
Talent
An average hotelier spends 33 percent of revenues on labour costs but employee turnover in the industry is as high as 31 percent. High employee turnover continues to plague the industry and operators need robust strategic plans to retain their critical employees and manage turnover.
Technology
According to the report, to be successful in 2015, hospitality companies must invest in technology. The battle to drive bookings through proprietary websites will continue, but all major operators will also develop applications and websites for mobile devices to meet consumer demands.
Sustainability
Sustainability will become a defining issue for the industry in 2015 and beyond. Rising populations and increasingly scarce resources will provide a challenging business environment in which sustainability will need to be embedded within all facets of the hospitality industry.
Crisis Management
According to the report, the key to the hospitality industry’s survival of unpredictable shocks and minimising their impact is to establish appropriate responses, protocols and risk management programmes. Operators also need to capitalise on new opportunities that may present themselves in challenging times.