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Oxford Research Presentation by Jakob Stoumann, Senior analyst Oxford Research Copenhagen Falkoner allé 20 DK-2000 Frederiksberg Tlf. : 33 69 13 69 Fax: 33 69 13 33 E-mail: office@oxfordresearch. dk Hjemmeside: www. oxfordresearch. dk
Definition of the sector - a company in the Oxford Group - Hotels and other short stay accommodations l l l 55. 1 Hotels 55. 10 Hotels 55. 2 Camping sites and other provision of short-stay accommodation 55. 21 Youth hostels and mountain refuges 55. 22 Camping sites, including caravan sites 55. 23 Other provisions of lodging n. e. c. Restaurants and bars, l l 55. 3 Restaurants 55. 30 Restaurants 55. 4 Bars 55. 40 Bars Canteens and catering l l l 55. 5 Canteens and catering 55. 51 Canteens 55. 52 Catering Different characteristics: • The Hotels, restaurants, and bars sub-sectors are both closely connected to tourism; Catering and canteens are barely linked to it at all. • In the Hotels, Restaurants and bars sub-sectors SME’s are very important. Parts of the catering sector (the contract catering sector) are characterized by high company concentration.
The Scenario methodology - a company in the Oxford Group - Two uncertain but very important drivers for the Hotels and restaurants sector has been identified. Scenarios describe possible developments until 2020. l The general economic development: • Continued economic growth and globalisation or, • Economic recession and nationalism l The development of certain consumer trends • Puritanism or, • Escapism
Crossing drivers of change - a company in the Oxford Group - Economic growth and globalisation The ongoing economic crisis is just a minor and short economic slow down. With such a positive economic development increased globalisation will follow. Escapism Consumption is typically driven by the ‘faster, better, bigger’ ideology. Climate problems for example are not seen as a personal responsibility´. The escapists are concerned about health and the fairness of the world but tend to escape via wellness and traditional luxury. Puritanism Consumers will develop a more puritan and spiritual approach to consumption. The personal responsibility concerning for example health, environment, climate and fair trade is taken very serious. Saving before spending becomes more important. Economic recession and nationalism A recession will influence the society for the next 10 -12 years. It will result in increased nationalism and regionalism where regions and nations turn their back to global cooperation concentrating on their own lack of resources.
The four scenarios - a company in the Oxford Group Continued economic growth and globalisation Scenario 1 Scenario 3 The Marco Polo Scenario The Body Shop Scenario Puritanism Escapism Scenario 2 Scenario 4 The Sunny Beach Scenario The Asceticism Scenario Economic recession and nationalism
The Marco Polo Scenario - a company in the Oxford Group - The Marco Polo Scenario • High individualisation • Some specialisation possibilities • Polarisation of the market • High growth in both inbound and outbound tourism • Wellness and traditional luxury Escapism Economic growth and globalisation
The Sunny Beach Scenario - a company in the Oxford Group - Escapism The Sunny Beach Scenario • Mass produce, economies of scale • Highly price driven market • Conformity • Comfort – but no luxury • Regionalisation of travelling Economic recession and nationalism
The Body Shop Scenario - a company in the Oxford Group - Economic growth and globalisation The Body Shop Scenario • High individualisation • Many specialisation possibilities • Segmentation of the market • Healthy lifestyle and holidays • Goodness: volunteering, fair trade, organic food, etc. Puritanism
The Asceticism Scenario - a company in the Oxford Group - Puritanism The Asceticism Scenario Economic recession and nationalism • Basic living – simple holidaying • ‘Close-to-home’ tourism • Experiences: healthy, sustainable and cheap • Food: vegetarian, organic, local produce, simple
Scenarios implications - a company in the Oxford Group Table 5. 1: Scenarios’ implications Hotels and restaurants Issue Company concentration Role of SMEs Level of emerging competences & skills Employment level Scenario 1: The Marco Polo Scenario High Medium High Scenario 2: The Sunny Beach Scenario High Low Stagnation Scenario 3: The Body Shop Scenario Medium High Medium Scenario 4: The Asceticism Scenario Low High Medium Decrease Scenario Source: Oxford Research 2008
Emerging Competences in the scenarios - a company in the Oxford Group - Tasks and emerging competences Main occupational function The Marco Polo Scenario General Management • Entrepreneurship • Knowledge about health, environment and climate • CSR • Knowledge about ICT • International financial management • Intercultural management Marketing The Sunny Beach Scenario The Body Shop Scenario The Asceticism Scenario • International financial management • Knowledge about ICT • Contract management • Rationalisation methods and techniques • Entrepreneurship • Project management • Multicultural management • International networking • Knowledge about ICT • Knowledge about health, environment and climate • CSR • Rationalisation methods and techniques • International corporate branding • Branding through ICT • Employer branding • International corporate branding • Branding through ICT • Incorporating sustainability and CSR in corporate branding • Exploring new, individualised market segments • Employer branding • Branding through ICT • Employer branding • Incorporating sustainability and CSR in branding • Branding through ICT R&D • Developing new, unique individualised hospitality experiences • Developing and applying ICT and internet solutions • Developing new individualised hospitality experiences • Developing sustainable resorts and healthy menus • Developing and applying ICT and internet solutions • Developing sustainable resorts and healthy menus Production/ service • Multi-skilling and flexibility • ICT skills: using ICT and internet solutions • Intercultural competences • Multiskilling and lexibility • ICT skills: using ICT and internet solutions • Language skills • Intercultural competences • Cooperation and team spirit • Multiskilling and flexibility • Knowledge about health, nutrition, environment and climate • ICT skills • Multi-skilling and flexibility • Knowledge about health, nutrition, environment and climate • ICT skills: using ICT and internet solutions
Scenarios’ common skills needs - a company in the Oxford Group - l extended service skills Different lifestyles with increased focus on health, soundness and sustainability together with the increased expectation of high quality personalised services will require more knowledge and capabilities from the personnel in most of the scenarios; l social and (inter)cultural skills Also relates to the need for extended service skills, but includes cooperative ability, team spirit, self management, innovativeness, entrepreneurship, etc. ; l skills within ICT and digitalisation In all of the scenarios, the sector will experience the increased use of ICT and digital and online solutions in most parts of the work organisation. l financial management increased globalisation, competition, company concentration, and squeezed profit margins are all processes that contribute to making financial management more and more important within the Hotels and restaurants sector. l flexibility and multiskilling in all of the scenarios, increased employee flexibility will be relevant in terms of working hours and/or in relation to work tasks and employees qualifications, and l combinations of traditional hospitality skills with new specialised skills This is a trend prevalent in all of the scenarios, though the specific skill combinations vary. In general, most of the scenarios suggest an increase in new complex and highly interdisciplinary occupations and skills needs.
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