Understanding the ‘New Consumerism’

The pending EU Referendum is causing uncertainty for businesses and consumers as they await the outcome of the UK’s EU Referendum on 23rd June 2016 which will determine whether the UK leaves or remains in the EU.

Do you understand your customers? Euromonitor explains the New Consumerism.

No matter what happens in the Referendum, hospitality managers need to understand the shifting consumer landscape. A recent report from Euromonitor International analysed global consumer trends and reports on the New Consumerism. According to Euromonitor, there has been a shift in consumers’ priorities. The report identifies eight priorities in the New Consumerism including the sharing economy, sustainability and the importance of experiences.

Consumers of all ages appear to be taking their cues from Millennials and reassessing what really matters in their lives. These lifestyle choices mean changes in consumer spending habits that will have a significant impact across industries. Two of the most obvious industries to be affected are the hospitality and travel sectors where the sharing economy has disrupted old ways of doing business through the likes of AirBnB, Uber, and OneFineStay. However, shakeouts are common for hospitality businesses and start-ups. Despite their apparent popularity, a number of food service businesses built on sharing economy principles have folded recently – some due to a lack of adequate investment – including Spoonrocket, Dinner Lab, Kitchensurfing, and Kitchit.

If you want to better understand your business’s customers and ensure your offer is what today’s customers are seeking, then read about the New Consumerism. It can provide some insights into how your hospitality business – as a part of the experience economy – can meet New Consumers’ needs for ‘doing, seeing and feeling over having more “stuff” ‘.


From disruptive to constructive: a £3.2bn opportunity for the hospitality in the #FeedbackEconomy

Online reviews make up the 'feedback economy'
Online reviews provide valuable insights for businesses as well as consumers in today’s ‘feedback economy’

A new research report from Barclays takes a look at the ‘feedback economy’ and its impact on the hospitality industry. Customer-generated online reviews are increasing and opportunities for significant growth exist for responsive businesses.

The report, ‘The feedback economy: A £3.2bn opportunity for the hospitality and leisure sector’, analyses the respondent’s input by customer age and sector (hotels, restaurants, pubs and bars, etc.) to provide insights into consumers’ use of online reviews and how businesses use the resulting data to set pricing, run operations and develop strategy.

The report’s economic modelling suggests that the hospitality and leisure sector – if it becomes more responsive to online feedback – can reap benefits and potentially ‘boost the economy by £3.2bn by 2026′.

What does this responsiveness involve? The report explains how the online review process is managed by the respondents including, for example, the use of dedicated staff, Customer Relationship Management (CRM) systems and monitoring of online sites. Surprisingly, opportunities are particularly significant for small and independent businesses who appear to be more responsive to customers’ input. Case studies involving the five star Corinthia Hotel London, Villa Plus and Everyman Cinemas illustrate how to successfully manage feedback.

So what can hospitality businesses do to ensure they make the most of the feedback economy? Barclays’ report suggests taking a longer-term view of online reviews. The report’s infographic ‘Strategies for Success’ can help guide businesses in the steps a business can take to reap benefits from the feedback economy.

Barclays has made this report free to download. Find it HERE.



A new BHA report looks at the UK’s Food Service Management (FSM) sector

The BHA's regular Food Service Management report is a must-read
The BHA’s regular Food Service Management report is a must-read

The British Hospitality Association, the trade association for the UK’s hospitality industry, has produced a 2015 overview of the UK food service management (FSM) sector which highlights insights on current and future trends shaping the sector. A regular publication of the BHA, the FSM report also looks at the sector’s current and prior performance and is the BHA’s 24th FSM-specific report.

The sector’s continued success – as employers, and in terms of its commercial, environmental and community-focused activities, is discussed. The latest findings from Oxford Economics’ research, which was commissioned by the BHA in early 2015, confirms that “the FSM sector’s annual turnover has grown each year since 1998 and has now reached £10.8bn”. The report also examines the sector’s efforts to control food waste and improve sustainability as well as the recruitment and retention of staff.

If you’d like to learn more about the FSM sector, find the FSM report on the BHA’s website where it is available free in a pdf format.

Global tourism data for 2015 – from UNWTO

London is a top tourist destination
London is a top international tourist destination

Reliable statistical data is worth its weight in gold for researchers, academics and business practitioners.

If you’re undertaking research, the World Tourism Organization (UNWTO) creates quality reports using data gathered from countries around the globe and makes these reports available in the UNWTO’s Elibrary. The eLibrary’s subject areas reflect important themes in the tourism sector, e.g. ecotourism, sustainable development, finance and investment, risk and crisis management, market research, tourism statistics and poverty alleviation. The format of the UNWTO Elibrary materials range from books and journals to statistical reports by country.

The UNWTO’s materials have a broad coverage of tourism and related subject areas. Although much of the UNWTO’s information is available to “Member States, Affiliate Members and Subscribers” there are some items available free to the public. Tourism Highlights 2015 is one such report.

For even broader coverage of hospitality, tourism and business management topics,  the Institute of Hospitality offers its members FREE access to an online library containing publications from the best hospitality and business publishers. The eResources Collection contains hospitality and business-focused titles including over 500 ebooks and approximately 2000 ejournals. Members can also “borrow” from a selection of digital audiobooks and listen to some of the greatest management thinkers discussing leadership, business management and personal development.

The Institute’s resources are a round-the-clock collection of online resources that help hospitality managers hone their skills, find answers to sticky questions and learn how to be the best hospitality manager they can be.

Britain’s hotels are ‘blossoming’ in Hotel Britain 2015

Hotel Britain 2015 is essential reading for Britain's hotel sector managers.
Hotel Britain 2015 is essential reading for Britain’s hotel sector managers.

One of our favourite hospitality industry reports is the one produced by BDO’s hospitality experts annually called Hotel Britain. This year’s report contains some exciting analysis of how Britain’s hotel sector fared in 2014 and where it is headed in 2015 and beyond.

The big surprise? Regional performance. The report confirms that 2014 was a great year for London with robust occupancy rates, but the regional hotels experienced a stellar 2014. London counterparts were ‘outperformed’ when the regional hotels’ rooms yield experienced double digit growth. AARR increased and regional hotels experienced a higher compound annual growth rate over the last five years when compared to that of the capital.

Find out who were the “Winners and Losers” in 2014, see a summary of 5 years of sector performance and find out if there are any bumps expected on the road ahead. The report can be downloaded at BDO’s website: http://www.bdo.co.uk/news/hotel-britain

Questions about Hotel Britain 2015 can be directed to Robert Barnard MIH, Partner, at  0207 893 2143 or email here.

The Hospitality outlook for European cities in 2015-16 is promising says this NEW PwC Report

The economic climate for 20 of Europe's key cities  continues to be promising states new PwC report
The economic climate for 20 of Europe’s key cities continues to be promising states new PwC report

In 2014 “Europe attracted 22 million more international tourists than it did in 2013” making it a record-breaking year for some hoteliers. So what do 2015 and 2016 have in store for the industry? PwC’s hospitality experts weigh in with the 4th edition of a 58 page report called, promisingly, Room for Growth. 

The report examines the economic backdrop for the hospitality industry in 20 of Europe’s major cities, from Amsterdam and Belfast to Porto and Zurich. It answers important questions such as:

  • What is the effect of emerging markets on Europe?
  • How have falling oil prices affected consumer spending?
  • How will Greece’s uncertain future in the Eurozone and regional instability further afield (i.e. Russia, the Middle East) impact economic growth?
  • Which cities will experience more challenging conditions, why and what can they do?
  • What can London expect in 2015-16?

Adaptive strategies for 2015 and beyond are discussed including the use of artificial intelligence (AI), how a global climate change deal may affect consumer behaviour, the all-important US economy, engaging with mobile technology and sub-Saharan Africa’s industry potential.

Room for Growth is a balanced industry report that recognises the many ongoing geopolitical issues and uncertainties, but also foresees growth as recovery from the recent financial crisis is replaced by prosperity and globalisation.

Older workers can be the answer to hospitality vacancies: get our FREE report

Older workers can bring experience and great customer care skills to your workplace
Older workers can bring experience and great customer care skills to your workplace

If your hospitality business struggles to retain workers or fill vacancies, there could be further struggles ahead. By 2020 almost 1/3 of the UK workforce will be over the age of 50. A FREE report by the Institute of Hospitality can help you prepare.

Consider the following facts which will affect hospitality businesses:

  • There will be a significant decline in the number of younger workers – the traditional age cohort recruited in the Hospitality sector
  • There will be a decline in the number of workers aged 35-44 – the main ‘management’ cohort in hospitality
  • There will be a large increase in the number of 50+ year olds – both as potential customers (‘grey’ market) and employees for the Hospitality sector.
  • Labour shortages in younger age groups could be exacerbated by immigration restrictions which may limit access to labour in key sectors, e.g. chefs in Indian/Chinese/Thai restaurants, and increased competition for ‘young’ European labour as the sector expands internationally.
2010 Age Sector Breakdown show the heavy - and unsustainable - industry reliance on younger workers
2010 Age Sector Breakdown shows an unsustainable industry reliance on younger workers

The Institute’s involvement in the Extending Working Lives project following the repeal of the mandatory default retirement age in 2011 resulted in an insightful report called “The case for recruiting and retaining older workers: a business imperative for the Hospitality sector“. The report details why – and more importantly – how hospitality businesses can effectively recruit, train and employ older workers, including those over the age of 65.

If you would like to obtain a FREE copy of this report, email: library@instituteofhospitality.org and ask for the FREE EWL report.