Research and White Papers
Hoteliers Optimistic About the Future, Study Shows
September 10, 2010
Based on lessons they've learned during the downturn, 93 percent of hoteliers are optimistic about the prospects for an industry recovery in the year 2012, finds a new study from UniFocus, a Dallas-based firm specializing in resource management and analysis for the hospitality industry.
"Noteworthy in the study is that there is uniform consensus that now is the right time to reinvest and take advantage of the upswing in the market," said UniFocus President and CEO Mark Heymann. "The progressive and forward thinking hoteliers who invest in technology and human resources now will surely reap the benefits later."
The study, the goal of which was to assess what business strategies are currently working for hoteliers, found that the most important lesson from 2009 for 29 percent of hoteliers was to broaden their customer base. Other important lessons, UniFocus concluded, were to pay more attention to guests — 40 percent of hoteliers say that's the No. 1 thing they're doing differently in 2010 — and to give employees more recognition, as 60 percent of hoteliers say recognition is the most effective strategy for motivating employees.
"One of the primary takeaways from the research results is that discounting rates never works in the long-term; a better strategy is to diversify your customer demographics and work more on creating loyal guests and meeting planners," Haymann said. "It's also more important than ever to pay more attention to your customers, instill ownership in your associates with recognition and manage your workforce more efficiently so that there is always the right staffing to optimize service."
For more information about UniFocus' report, titled "Ramping Up for the Future," visit
www.unifocus.com.