quality vs luxury common threads - different notions october 2005 hotel profit conference, warsaw
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Quality vs Luxury Common Threads - Different Notions October 2005 Hotel Profit Conference, Warsaw Dr. Aris Ikkos Director JBR Hellas. Contents. Luxury Quality as a component of Luxury Quality: an autonomous characteristic Quality improvement programmes. Importance of Luxury Market. - PowerPoint PPT PresentationTRANSCRIPT
Quality vs LuxuryCommon Threads - Different Notions
October 2005Hotel Profit Conference, Warsaw
Dr. Aris IkkosDirector
JBR Hellas
2
Contents
Luxury
Quality as a component of Luxury
Quality: an autonomous characteristic
Quality improvement programmes
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Importance of Luxury Market
3% of tourists
spend 20% of tourism expenditure
=> Spend per tourist
- average for Greece $750
- top 3% ave spend $5.000
- remaining 97% $600
4
Who are the Luxury Travelers? They have time and money Usually FITs, not in groups Personal and Confidential Service Demands that are:
– “absurd” for average person– to be evaluated in light of amount spent
Well-Traveled & Adventurous Sharp, Experienced, Informed Young & Seeking VFM Seeking Qualitative experiences
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Segmentation by Income
Tycoons
capable of fulfilling all material fantasies
Very Rich
demanding; individuality & confidentiality
Rich
qualitative service all round
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Psychographic Segmentation The The Elite Elite Luxury LoverLuxury Lover in decline
Image–status–exclusivity–ostentatious consumption
The The Aspiring Aspiring Luxury LoverLuxury Lover
Elite copycat – financial limitations
TheThe Savvy Savvy Luxury Shopper Luxury Shopper rising trend
Self-made – VFM – Smart and Rational – Internet
The Luxury The Luxury ExplorerExplorer
Intense Feelings – Rare Places – Educated – Anti-snob
The The Satisfied Satisfied Luxury Luxury AdmirerAdmirer
Older – Infrequent travelers
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Common Requirements
High Quality Service Seeking All-round Experience
– Specialised travel agency
– Transportation
– Transfer
– Hotel
– Sightseeing and Entertainment
– Other Tourist Enterprises
i.e. Integrated Total Experience Approach
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Contents
Luxury
Quality as a component of Luxury
Quality: an autonomous characteristic
Quality improvement programmes
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A luxury hotel
5 star Hotel and Bungalows Private pools - Private beach Spa, Watersports, 9hole golf € 400 - 8.000 p.d.
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A quality hotel
Rooms & Suites Next to the beach € 90-220 p.d. B&B
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Another quality hotel
Rooms & Cottages € 65-110 p.d. 1km from beach Self-catering
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and another
Self Catering Apartments, € 60-160 p.d. – Breakfast as Extra Santorini Top Location
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A Quality Experience
Hotel Infrastructure
Quality Experience
MarketingOther sectors
Environment & Infrastructure Hotel
Service
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Current Current StandardsStandards
Future Future Market NeedsMarket Needs
Quality Guide
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Quality Standards Town Planning
StandardsStandards
Material Service
Hotel Focus
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Public Private Partnership
• Planning:
– Project Team to include Private Sector
• Implementation: breakdown of responsibilities
– Public Sector: Laws, Regulations, Audits
– Private Sector: Financing
– Joint: Communication with Tourism Sector and
joint Decision Making on Tough Issues
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Contents
Luxury
Quality as a component of Luxury
Quality: an autonomous characteristic
Quality improvement programmes
18
Implementation of Quality Upgrading Policies
•Croatia
•Malta
•Cyprus
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Results in Croatia 2001 2004
Category Beds % Beds %Undergoing the process of
recategorization1* 7.642 8,2% 3.642 3,7% 2* 38.387 40,9% 31.158 31,7% 3* 42.482 45,3% 53.985 55,0% 4* 2.224 2,4% 6.172 6,3% 2.199 (11 hotels)5* 3.093 3,3% 3.219 3,3% 1.136 (2 hotels)Total 93.828 100,1% 98.176 100,0%
8,2% 40,9% 45,3%2,4%
3,3%
3,7% 31,7% 55,0% 6,3% 3,3%
0% 20% 40% 60% 80% 100%
2001
2004
1*
2*
3*
4*
5*
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Results in Malta
Beds % Beds % Beds % Beds % Beds %2* 4.114 10,7 3.404 9,0 3.401 8,8 3.581 8,9 3.521 9,23* 14.360 37,5 13.504 35,9 14.350 37,0 13.716 34,1 12.622 32,94* 16.093 42,0 16.969 45,1 17.265 44,6 17.848 44,4 17.175 44,85* 3.750 9,8 3.750 10,0 3.738 9,6 5.040 12,5 5.040 13,1
2002 2003 2004Cate-gory
2000 2001
10,7% 37,5% 42,0% 9,8%
9,2% 32,9% 44,8% 13,0%
0% 20% 40% 60% 80% 100%
2000
2004
2*
3*
4*
5*
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Cyprus Options
Possibilities Key Challenges Change of Category Building Infrastructure Upgrading Building Infrastructure Change of Use Town Planning Issues Withdrawal Town Planning Issues Replacement Market Conditions Τechnical Assistance for Marketing,
Training
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Holistic Policy Making for Quality Upgrading
FinancialSupport
Alternative Solutions:upgrading,
change of use,withdrawal
Technical Assistance
to SMEs
Laws & Regulations enabling & guiding market to adapt
Implementation:Control and
Decision Making