Concepts Of Premium Tourism

A leading European business school spotlights the essential nature of innovation

Ramón Estalella, General Secretary of the Spanish Hotel and Lodging Association (CEHAT) will be addressing this year’s conference on a theme dear to the hearts of one and all. We asked him to explain.

CHANGES IN DEMAND, SUPPLY AND MARKETING CHANNEL TAKE US TO A NEW SCENARIO WHERE NOT EVERYONE WILL SURVIVE

The conference will be related to the concept of Premium Tourism and what indicators are being used, and studying to see the evolution of luxury tourism. There’s a tendency towards personalisation of services, which is becoming increasingly important: important issues such as new concepts in the fields of catering, customer loyalty, quality of food service management, high connectivity, and the change of concept of mass marketing to specialised marketing.
At the same time, it is necessary to study how we manage to get along with the innovation in our company, how to recruit our employees and how to train them, and finally how we fulfil our customers’ expectations. In the luxury and maintenance segment, the competitive advantages of hotels are changing a great deal. We’re observing that the changes in demand, supply and marketing take us to a new scenario where not everyone will survive. We have to manage new customers, in new places, with new demands, giving much more value to detail.
The Conference will be based on the studies carried out by the Instituto de Empresa (IE) on the leading business school in the European ranking, where I was director of Tourism Programme 2012-2017.


Photo: Ramón Estalella General Secretary , CEHAT (Confederación Española de Hoteles y Alojamientos Turísticos)