Latest issue of HL Magazine out now - November 2011 (Hospitality& Leisure)

Nov. 17, 2011 - PRLog -- The global trend for the hospitality sector is on the rise, as people’s patience with the worldwide recession, and the make-do mentality we’ve been encouraged to adopt for so long now starts to wear thin. Here at H&LD, we’re seeing an upsurge in new openings, refurbishment programmes that are much, much more than a ‘lick and a promise’ as suggested by the economy.

Europe is doing particularly well it appears, with demand for rooms exceeding that before the recession hit. Back at the start of the gloom, Deloitte’s hospitality partner, Marvin Rust likened the looming crisis to the Black Death, but thankfully he’s be proved wrong on this occasion as RevPAR rates, which initially acted as Rust feared - in some areas falling by as much as 40 per cent - have increased steadily over the past 12 months. And things are going particularly well on our own shores, it seems.

Amazingly, according to recent reports, the Welsh hospitality industry contributes £1.4bn to the local economy in wages and profits. The area hopes to continue creating jobs - and has ambitious plans to deliver 20,000 during the coming decade.

Thr British Hospitality Association’s figures show that 52 hotels have been built in the country in the past decade, which is a staggering figure for such a small area. The hope seems to be that the Welsh Government will take up arms on behalf of its tourism industry and actively support its growth strategy.

In the UK overall, the Oxford Economics report, which was commissioned by the BHA projects that the industry can create a massive 475,000 new hospitality roles by 2020 - providing of course that what it terms, ‘barriers to its growth’ are removed.

What I found most surprising was the percentage of people in any given area who are directly employed by the industry - in Kensignton and Chelsea the figure is 16.8 per cent, but even in South Lakeland it’s 15.7 per cent - and in the Isles of Scilly, 25.3 per cent of residents are dependant on hospitality and tourism.

Interestingly, if the continuing lack of interest from Government in attempting to reduce the
environmental impact of aircraft coming in and out of the UK doesn’t soon show signs of beingaddressed, we probably won’t be going anywhere further that we can drive - or pedal. Starkwarnings from the Institution of Engineering and Technology, in response to the Department for Transport consultation on developing a sustainable framework for UK aviation, suggests that the aviation industry must be incentivised to use newer, more efficient aircraft.

According to theEuropean Commission, there’s a direct correlation between the falling price of airline travel and emissions from aviation. Successful marketing strategies are no doubt part of what’s making the differernce to our hospitality industry it seems. However beautiful, welcoming, and desirable the premises, getting the venue’s name known, and building a healthy level of respect for it, are what counts. To that end, social media is the way to go. The likes of Facebook and Twitter are really only just beginning to be recognised as the incredibly powerful marketing tools that they obviously are, but beware
anyone who’s premises isn’t up to scratch. A few too many negative tweets and bookings will dry up like an oasis in the Gobi desert.

Gill Anderson - editor


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