2015年行业发展趋势
格里昂高等教育学院 2015年3月2日
侯嘉惠（Judy Hou），格里昂高等教育学院校长，对当前酒店行业的发展状况进行了总结，并分享了她对2015年行业发展趋势的看法。
酒店行业跨领域发展：奢侈品零售和金融行业
根据德勤2014年奢侈品报告（Deloitte’s 2014 luxury goods report），这份报告的调查范围涵盖了世界上75个顶级奢侈品牌，调查显示这些奢侈品牌2012年的净销售额达到1,718亿美元，复合年增长率达到14.3%（2010–2012）。这些奢侈品牌在市场中的强劲表现有一部分要归功于其客户服务的加强：比如说，买一个奢侈品包在现在可能被顾客认为是一次消费体验，那么，还有谁能比训练有素的酒店专业毕业生可以更好地为顾客提供超出其预期的服务呢？
在格里昂，我们每学期都会组织很多公司来我们校园举办活动，行业中的合作伙伴可以在我们学校向我们学生们展示他们的公司状况，从而学生们可以了解到他们的潜在雇主并且与招聘经理联系。此类活动的数量不断增加，现在达到了每学期50次。引人注目的是，这些招聘公司所涉及的行业背景非常广泛。这么多年来，我们一直遵循非常典型的酒店管理学校的校园招聘模式，只邀请顶级的酒店集团，但是现在我们对奢侈品行业和金融行业的代表性企业也有了更多的兴趣：罗杰杜彼手表（Roger Dubuis Luxury Watches）、劳力士（Rolex）、摩根大通（J.P. Morgan）和彭博商业周刊（Bloomberg Business）等这些品牌企业都在我们的邀请范围内。
客户服务高端定制
最近，高端奢侈品零售和金融机构更加关注高品质的客户服务，这可能是促成这种趋势的最主要原因。我们培养我们学生的软技能、人际交往能力以及语言天赋都对他们从事客户关系管理（CRM）工作十分有利，尤其是在一些行业中为高端客户服务时，这些客户对服务品质有着最高的预期。
此外，来自阿联酋、巴西和中国这些新兴市场的客户也促进了对个性化服务体验需求的增长。根据不同地区的顾客喜好差异来传达品牌信息，这对于任何一个品牌来说都是至关重要的。最近洲际酒店集团在其建立客户信任方面的最新报告中也强调了这一点（IHG report on building consumer trust）。这篇报告的核心结论是：如果一个品牌能提供更加个性化的服务，这个品牌就会获得更大的成功。
在格里昂，我们对学生采取手把手应用学习的授课方式、要求学生们创新、关注细节、对客户需求具备责任感以及以高水平的服务表达对客户个性化的关心，我们通过这些教育培养了我们学生提供高品质个性化服务的能力。我们的学生在我们的校园餐厅和服务台实践，学习为同学们提供周到的服务，且这些同学们来自90多个不同的国家。这种文化多元化的环境和同学之间相互服务的训练方式非常高效，使我们的学生对不同文化背景的客人都能提供令人满意的服务。
重新定义会展行业
根据格里昂商务旅游协会2015年概览（ Global Business Travel Association’s 2015 Outlook），2013年，全球商务旅游支出达到11，000亿美元，并且预计2015年会继续增长8.6%。这个行业正在经历一个转变，原来这个行业只是充当会展策划人的角色，承办传统的公司活动。现在会承办更多跨领域的活动，在不同层面上把品牌信息传达给观众，并且以科技为依托，为与会者打造一次难忘的经历，令其在参加完这次会议很久之后还会去回忆。
根据当前的行业发展趋势，会展的目标就是为参与者创造一次卓越的体验。对于一家公司来说，一场活动可能就是一次自我定位的机会，该行业的思维领导者会通过委派有权威的嘉宾进行演讲或通过组织专题研讨会对该公司的某些方面进行评估并对其进行定位。
新会展科技的发展是促进会展行业改革的主要动力，也让观众可以更好地在讨论中进行互动，并通过在线平台以视频的形式分享彼此的观点。这种趋势对传统的人脉关系网络构建和交流模式进行了重新解读，交流地点从原来在现实生活中面对面的沟通转变到了更加有针对性的数字空间。
这些新型的会展方式和在这种新的在数字空间中沟通的可能性，共同使会展活动对参与者产生了一个更强烈、效果更持久的影响，并且受众群体也变得更加广泛。
收益管理最新的发展形势
格里昂的本科课程中有不同的商科学位，这些商科学位课程的核心内容是酒店管理，但学生们可以选择不同的方向来特别培养自己在酒店管理中某方面的技能，比如，在房地产金融和收益管理这个方向的课程中，学生们可以学习到金融和收益管理的管理艺术：如何保持酒店运营的收支平衡，如何研究并规避房地产风险，如何管理不动资产和各种综合投资以及一些其它方面的财务管理技能。
现今许多酒店都面临着一个收益管理挑战，这个挑战来自在线旅行社，包括一些同行评审旅游网站，这些网站为客户提供更低的酒店房间住宿价格，从而使得酒店收益减少。2015年，我们看到更多的酒店鼓励客户直接通过酒店预定房间，而不要通过旅行社或旅游网站 — 尝试以这种方式实现利润最大化。这个现象看起来很有挑战性，但是酒店也因此变得更加自信，并且随着越来越多的在线旅行社进军这个市场，酒店开始与这些旅行社重新谈判代理费。酒店会通过为新客人提供一些特殊待遇，或通过在服务价格上打折的方式来邀请客人直接预订好他们下一次在酒店的入住，以此来留住新客户。
关于职场人士深造
作为酒店管理方面的教育工作者，我们不仅要留意酒店行业新的发展趋势，更应该关注这个领域高等教育的状况。在美国，2012年，在已登记入学的酒店管理本科学生中大概有38%的学生入学年龄为25岁或25岁以上，32%的学生曾做过全职工作，这个数据由美国教育部全国教育统计中心（National Center for Education Statistics）提供。并且据预计，到2019年，酒店管理本科课程中入学年龄超过25岁的学生将再增长23%。
在酒店行业中的事业发展也不总是能够直线上升的。许多没有酒店专业文凭的职场人士能够凭借自身的经验积累和勤奋工作从基层被提升到管理层，但是他们在做到中层管理的时候通常就会遇到瓶颈：对于没有酒店专业文凭的职业经理人来说，这个时候在职位上就很难再获得提升了。
格里昂的酒店专业MBA课程授课方式灵活，专为处于职业发展中期的酒店行业专业人士和跨行业发展人士设立，学生既可以在校园里上课，也可以通过在线学习的方式完成课程，或者两者相结合。这个课程的灵活性让酒店行业职场人士在保持全职工作的状态下，用自己的业余时间来完成MBA课程。或者根据自身情况参加不同模块的课程，获得酒店管理专业资格认证证书，从而使自己的事业获得新的突破。
格里昂与我们行业内的合作伙伴一起密切关注着酒店行业的发展动态、新趋势和各种运营管理方面的创新。作为这个行业的教育工作者，我们也必须根据我们学生对课程需求的变化来对我们的教育模式等方面做相应的调整。正是由于长期以来一直努力平衡和满足这些不同的期望，使得格里昂探索出灵活的教育模式，培养学生们在日新月异的酒店行业不断取得成功。
英国与瑞士格里昂酒店管理高等教育学院 - Glion Institute of Higher Education
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2015 Industry Trends
by Glion Institute of Higher Education 2 March 2015
Judy Hou, CEO of Glion Institute of Higher Education, takes a look at the current state of the hospitality industry and shares her views on predicted 2015 industry trends.
Hospitality Reaching Luxury Retail and Finance Industries
According to Deloitte’s 2014 luxury goods report, the world’s top 75 luxury brands accounted for US$171.8 billion of aggregate net sales in 2012 and a compound annual growth rate of 14.3 percent (2010–2012). This strong performance is partly owed to enhanced customer service: buying a luxury bag, for instance, is now considered an experience and who better to accommodate customers and their expectations than trained hospitality graduates?
At Glion, we organise a series of company visits to our campus every semester, allowing industry partners to present their businesses to our students, enabling them to learn about potential employers and connect with hiring managers. The number of visits has been on the rise, reaching more than 50 per semester. Remarkably, the background of the hiring companies has also been expanding. For many years, we typically welcomed leading hotel companies, but recently we have seen increasing interest from representatives of the luxury and finance industries, including brands such as Roger Dubuis Luxury Watches, Rolex, J.P. Morgan and Bloomberg Business.
Bespoke Customer Service
The most likely reason for this trend is a recently heightened focus on customer service at high-end retailers and financial institutions. The soft skills, interpersonal abilities and flair for languages that we equip our students with are beneficial to the customer relationship management (CRM) of several industries that serve sophisticated clients who expect the highest standard of service.
Furthermore, with a clientele from emerging markets such as the United Arab Emirates, Brazil and China driving demand for personalised experiences, it is vital that businesses are able to adapt branded messages to regional costumer preferences, as outlined in the latest IHG report on building consumer trust. The report’s key finding is that the greater the personalisation, the more successful a brand will be.
At Glion, we teach our students to embrace personalisation through applied hands-on learning, requiring innovation, attention to detail, responsiveness to customer demands and a high level of individual care. Within our campus restaurants and reception desks, our students learn to provide attentive service to their peers, who represent more than 90 nationalities. This type of multicultural, peer-to-peer service training is highly effective in developing the ability to anticipate needs based on cultural standards.
Redefining the Conference and Event Industry
Global business travel spending reached US$1.1 trillion in 2013, and is expected to grow by 8.6% in 2015, as shown by the Global Business Travel Association’s 2015 Outlook.. The industry is experiencing a shift from traditional company events as event planners are building more interdisciplinary events that transport brand messages to audiences on several levels and depend on technological support to create memorable experiences that attendees will recall long after a conference.
As with the previous trends, the goal is to create an experience. An event may be an opportunity for a business to position itself as a thought leader in its industry by appointing recognised guest speakers or organising panel discussions assessing aspects of the business.
New event technology is a main driver in the event’s revolution, allowing the audience to actively participate in the discussion and share live footage through online platforms. The trend is to reinterpret traditional networking opportunities from face-to-face interactions to more targeted digital spaces.
Together, the added experience and new digital possibilities create a stronger, longer lasting event impact that reaches a wider audience.
The Latest in Revenue Management
Glion’s undergraduate programs are business degrees with a hospitality focus and our students choose specializations to develop expertise for core hospitality disciplines, as in the Real Estate Finance and Revenue Management specialization. This track teaches students the art of finance and revenue management: how to balance the costs and profits of hotel operations, how to research and plan real estate ventures and how to manage property assets and portfolios, among other financial management skills.
One revenue management challenge that many hotels are facing today is caused by online travel agencies, including peer reviewed travel sites, which drive down profitability by selling rooms at lower rates. In 2015, we may see more hotels attempt to maximize profit per room by encouraging guests to book directly through the hotel instead of an agency. This seems challenging, but hotels are growing more confident and beginning to renegotiate commission fees as more OTA’s enter the market. Hotels aim to retain new guests by inviting them to book their next stay directly, perhaps by offering perks or a discounted service.
Education for Working Adults
As hospitality management educators, we must not only monitor emerging trends of the hospitality industry, but also look to the higher education landscape. In the U.S., approximately 38% of enrolled undergrad students in 2012 were aged 25 or older, and 32% were employed full time, according to the U.S. Department of Education’s National Center for Education Statistics. The share of students over 25 is projected to increase another 23% by 2019.
Careers in hospitality are not always linear. Many non-degree professionals rise through the ranks by experience and hard work. However, they often reach a point in middle management where career advancement is slow for non-degree holders.
Glion offers a flexible M.B.A. in Hospitality for mid-career professionals or career-changers that can either be completed on campus, online or a combination of both. This flexibility allows hospitality professionals to remain employed and complete courses in their own time, or take individual modules to earn an executive certificate and revive their career prospects.
Together with our industry partners, Glion keeps a close eye on the hospitality business and monitors developments and innovations. As an educator, we must also track the shifting needs of our students and adapt to the changing educational landscape. Balancing these expectations illustrates Glion’s complex approach to preparing students to succeed in today’s constantly evolving hospitality industry.
【原文引自】：http://www.gheac.com/thread-7586-1-1.html
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