Moderator and speaker of Expo Riva Hotel 43rd edition, the President of Teamwork Rimini Mauro Santinato has been the subject of an interview today in which he unveiled the background of hospitality 4.0 stressing the importance of lab-fair events for the development of the sector.
Speaking of hospitality, we often talk about the five different types of hotels that characterized the 20th century. Today’s generation is that of "hybrid" hotels. What is the meaning of a “hybrid hotel” in 2019?
"It is not designed to deliver the mere functions traditionally required of an accommodation such as eating and sleeping. The hybrid hotel has a multitasking personality. 2019 hotels open their doors to retail spaces and bookshops or to breweries and theme shops, taking on a more commercial connotation, very different from the original one. When shared with non-guests, the hotel mixed environment turns the hotel itself into a meeting point as is the case of the Student Hotels - a combination of students residence, hotel and coworking environment - or of Food & Beverage icons such as the Hoxton Hotels ".
What is the motto of these new models of hospitality?
"Looking ahead and rethinking the profitability of spaces. Integrating different functions in an attempt to provide tangible answers to modern customers who are increasingly asking for originality, authenticity and uniqueness ".
Originality, authenticity and uniqueness are the hallmarks, but who really is the modern customer?
"The modern customer, belonging o related to the Digital Native generation, is hyper-connected, impatient and wishes to always live as he is used to, namely in real time.
A small, functional and comfortable room does not matter so much to the modern customer. What matters are common areas dedicated to leisure, work or socialization. Technology is however not the only distinctive feature of the modern customer, who is sensitive to environmental sustainability issues and enjoys interior design, care, consistency and a sense of belonging ".
What kind of customers await the hotelier of tomorrow?
"Customer tastes and expectations are rapidly changing and we can not fail to take such change into consideration. The key to succeed is to work today with a view to the customers that will choose our facilities tomorrow. In 2019 hoteliers are already required to consider the zero generation, born in the late 90s, which will bring about the death of brands now considered of little value because of their lack of personality. These customers, accustomed to acceding any content of their choice, are bound to be more and more informed, challenging and willing to be amazed and surprised ".
We talked about new models of hospitality and customers 4.0. What features ought today’s and tomorrow’s hotel staff have?
"Back in the days it was enough to acquire basic skills to get your life’s work; the rapid development of new technologies however requires the ability to do many different things and to use different and constantly evolving devices. It is estimated that each hotel uses from eight to 10 digital tools on average. I am referring to management softwares, booking engines and newsletters tools, ie tools that not only require technical skills but a kind of expertise that is related to marketing, social networks and review management to name just a few. However, the know-how required by hospitality 4.0 must not lose sight of key aspects such as care and kindness, thus making modern staff “cross-cutting” and multitasking, able to follow the entire production cycle ".
What do you think the hospitality and catering staff still need to work on?
"There is a lot that remains to be done. companies definitely must and will have to invest a little more on staff training. The trained staff should be able to quickly overcome the "training" stage to take up managerial posts thus establishing themselves as eclectic team leaders".
What is in your opinion the role played by Expo Riva Hotel within the hospitality sector?
"Hospitality is like a computer, if we want it to work properly it requires both hardware, which is the mere display of products, and software, which is training. Aware that those who do not train are bound to lose, Expo Riva Hotel is an excellent opportunity for innovation and updating where to gather ideas, inspirations and know-how. With its Expo Riva Hotel Academy project, this fair has been the first Italian event dedicated to the HO.RE.CA sector to fully grasp the value of ideas as without ideas there can be no product. "
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