ENG, July 2023 Edition

July 2023

Your #AEHL eJournal

It’s a numbers game…

Table of Contents ‘ I t ’s a N u m b e r s G a m e ’

03

Editor’s note

04

Singapore campus updates

08

passugg campus updates

12

EHL incubator updates

14

article: the power of reliable data

16

Sitting with a faculty, jamil hebali

20

hospitality’s decision-making landscape

22

sitting with an alumnus, alexandre guinefolleau

26

ehl ejournal: sponsorship opportunity

30

EHL CONNECT: HOW TO RECRUIT EHL TALENTS

32

privilege program

33

ehl lifestyle boutique

34

upcoming events

35

bottin

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Editor’s Note Dear Alumni,

As we savor the endless possibilities this vibrant season brings, we're excited to present our eJournal’s latest edition. This time, we delved deep into the realm of data analytics, harnessing data’s tremendous potential to gain an edge over your competition.

In an ever-evolving industry like ours, those who know how to harness the power of data analytics emerge as the true champions of hospitality. From learning customer preferences to optimizing revenue management strategies, data analytics has become the backbone of any thriving business.

Now, we know that crunching numbers might not always sound as glamorous as crafting exquisite fine dining experiences or designing breathtaking interiors. But keep in mind that hospitality magic happens at the intersection of creativity and analytics.

So embrace the challenge and don't shy away from experimenting and exploring new possibilities. And remember that every number has a story to tell, every trend holds a clue, and every metric carries the potential to revolutionize your business. Let data be your compass, guiding you towards unparalleled success in this dynamic industry we proudly call our own. Be fearless in your pursuit of knowledge, for it is through constant learning and adaptation that we can truly outshine our competition.

As summer unfolds its golden wings, we wish you endless inspiration, growth, and achievement. May your passion for hospitality soar to new heights, and may the insights gained from our data-driven expedition serve as a catalyst for your own personal and professional evolution.

Cheers to a future where data analytics and hospitality seamlessly blend to create magic!

Your Alumni & HoneyBee Team #EHLFamily

Editor’s Note

3

Campus Updates From EHL Campus Singapore HFE Conference

This June 2023, EHL Campus (Singapore) proudly hosted the 7th edition of the annual Hospitality Finance and Economic Conference which took place in Asia-Pacific for the first time.

Jointly organised with the National University of Singapore’s Institute of Real Estate & Urban Studies (IREUS), the conference saw academics and industry professionals from around the region and beyond congregate over 2 days (26-27 June 2023) to discuss the challenges, opportunities and innovation in the hospitality and real estate industries.

The conference was held at EHL Campus (Singapore) at Lady Hill Road where academics from different institutions and fields as well as industry professionals partook in lively discussions.

We exchanged insights on topics such as the outlook and state of geo-political tension and fragmentation of financial markets, the impact of macro-economic uncertainties on the hospitality and real estate industries, as well as the balance between economic and environmental sustainability.

4

EHL Singapore Updates

Also, we had the delight of having Mr Steve Carrol, Head of Hotels & Hospitality from CBRE’s Capital Markets, Asia Pacific, Ms Chin Fen Eu, CEO of Frasers Hospitality, Mr Tasos Kousloglou, CEO – Hotel Division of Sun Hung Kai Properties, Dr Masaki Mori, Associate Professor of EHL join us for the panel discussion which was moderated by Professor Tien Foo Sing, Provost’s Chair Professor of the National University of Singapore’s Business School.

The Closing Dinner was held at the newly opened Pan Pacific Orchard Singapore where we had the honour of having industry doyen, Mr Ho Kwon Ping, Founder and Executive Chairman of Banyan Tree Group join us for a fireside chat.

Likewise, Professor Sumit Agarwal, Low Tuck Kwong Distinguished Professor and Head of Department of Real Estate of the National University of Singapore shared his insights as a guest speaker.

EHL Singapore Updates

5

EHL Portraits: A Global Social Media Project

If you follow us on social media, you may have seen our EHL Portraits posts. This is a global collaboration across all three campuses’ social media accounts to highlight our diverse community and celebrate the EHL Family value.

And we want to feature you!

We’re always looking for fresh alumni profiles to share with our community to showcase the diversity of career outcomes of our alumni.

If you¡re interested in sharing your EHL story, please contact Chloe Tay, Community Manager at chloe.tay@ehl.ch.

Contact Us Stay connected with EHL Campus Singapore!

6

EHL Singapore Updates

EHL Singapore Updates

7

Campus Updates From EHL Campus Passugg

Summer break! Another intense, insightful, and fun semester has come to an end for all students on EHL Campus Passugg. As always, the semester ends with every student's highlight, the graduation ceremony.

This year, we were once again able to award numerous students with a diploma.

35 new Swiss Professional Degree (HF) graduates Congratulations to the 35 graduates who received the Swiss Professional Degree in Hospitality Management on May 25! This achievement is certainly well-deserved after three intensive years of study.

Out of the 35 graduates, 18 completed their studies in German, while the remaining 17 completed them in English.

Find all HF graduation photos right here.

Some of the graduates are now venturing into the international working world, utilizing the knowledge and skills they gained during their studies. But many have chosen to pursue further education by enrolling directly in the direct entry bachelor's degree program.

The Swiss Professional Degree graduates have a unique opportunity to complete the Bachelor in International Hospitality Management in just 1.5 years. This accelerated path is possible due to the comprehensive knowledge and skills they acquired during their Swiss Professional Degree program. These

8

EHL Passugg Updates

graduates will be able to skip semesters 1, 2 and 4, semester 4 being a management internship that they have already completed as part of their Swiss Professional Degree.

Instead, they will proceed directly to semester 3, 5 and 6, enabling them to graduate with the prestigious EHL Bachelor in International Hospitality Management upon completion.

This streamlined educational pathway showcases the value and recognition of the Swiss Professional Degree, empowering graduates to seamlessly transition into higher-level studies and further enhance their expertise in the field of hospitality management.

37 new Hotel Communication Specialists (HoKo) Congratulations on the graduation of 37 apprentices on June 22! It's wonderful to see these young individuals complete their three-year Hotel Communication apprenticeship and gain comprehensive knowledge about the hotel industry and its various departments.

The hotel apprenticeship we offer is unique and provides a 360-degree training experience. By allowing the apprentices to work in all departments and fostering their understanding of the

existing networks within the industry, we equip them with a well-rounded skill set and valuable connections. Being the only instructor in Switzerland to offer this school-based apprenticeship training is a commendable achievement, and it's fantastic to contribute to the development of new professionals in the hotel industry each year.

As these apprentices embark on their next steps in life, we wish them all the best. Some will venture into the working world, utilizing the skills they acquired during their apprenticeship. However, it's also worth noting that many apprentices choose to continue their studies with us by pursuing the Swiss Professional Degree.

This decision reflects the value they see in your institution and the desire to further enhance their knowledge and expertise in the hospitality industry.

Once again, congratulations on the graduation of our apprentices, and may their future endeavors be filled with success and fulfillment.

Here you can find more impressions of the HoKo graduation

EHL Passugg Updates

9

Reminder - Food Festival 2023

Exciting news! The eagerly anticipated Food Festival will be returning to EHL Campus Passugg on September 16. This is a fantastic opportunity to witness and indulge in the culinary delights created by our talented students. If you're unsure about what to expect at the Food Festival, you can get a glimpse of the experience by checking out the photos from the previous year's event, the Food Festival 2022.

Although ticket sales have not yet begun, you can stay updated with all the latest news about the Food Festival by visiting the webpage dedicated to the event. As the festival draws closer, further information will be provided. Mark your calendar and get ready for a memorable culinary experience at the Food Festival on September 16 at EHL Campus Passugg!

Contact Us Stay connected with EHL Campus Passugg!

10

EHL Passugg Updates

EHL Passugg Updates

11

EHL Incubator Updates Blent.io

The battle over trusted and consolidated data

By Chirstopher Meignier - Founder & CEO of Blent.io

The business intelligence and analytics market in the hospitality industry has come a long way. It started with on-premise servers, which were challenging to manage for both IT teams and operational staff. I remember having to go into the basement of my first hotel to change the layout of the Micros POS interface. I never received the benefits of the analytics of the equipment. The data was present, but it was difficult to extract insights from it.

The business intelligence and analytics market in the hospitality industry has come a long way. It started with on-premise servers, which were challenging to manage for both IT teams and operational staff. I remember having to go into the basement of my first hotel to change the layout of the Micros POS interface. I never received the benefits of the analytics of the equipment. The data was present, but it was difficult to extract insights from it.

Thankfully, the Era of data democratization began with the advent of cloud-based solutions like Mews, which made data more accessible and consumable. The industry also saw a shift towards "open API" and "Integration Marketplace," enabling greater efficiency and synchronization of data. But despite these advancements, the hospitality industry still lacks a 360-degree view of its business. To fill this gap, specific business intelligence tools for the hospitality sector were developed, allowing for a more informed and efficient use of data.

Today, the industry is at a transitional point, offering a new, agile way for hospitality businesses to merge all their data from various touchpoints. Tools like Salesforce, Tableau, and PowerBI have helped synchronize data visualization for many companies. But there remains a need for a more specialized tool that can handle the vast ecosystem of tools used by hoteliers, including PMS, POS systems, mobile ordering solutions, and more.

The Importance of Real-Time Analytics Consumers today expect real-time updates to inform their decisions, and this is reflected in popular realtime solutions like Uber, AirBnb, Google, Booking.com, and Citymapper. The same level of insight is just as critical in the hospitality industry, where decisions made by employees, partners, and customers can greatly impact the bottom line. In this industry, analytics insights are no longer a luxury but a necessity for competitiveness, both in internal workflows and customer-facing applications.

Efficiency and Revenue Stream Management (E.R.S.M) At Blent, we have a strong community of hospitality data experts, and as the founder of the company, I have the opportunity to engage with them regularly. This community, composed of hotel managers, revenue experts, and finance directors, is united in their goal to improve efficiency and identify new

12

EHL Incubator Updates

revenue streams. I believe that in the near future, we will see the emergence of new roles such as efficiency and revenue stream managers.

Making data accessible Also, we understand the importance of making data accessible to teams who can effectively use it to drive business outcomes. Despite the increasing availability of data, we have found that only a small percentage of it is integrated into the tools and workflows of teams, leading to a gap in analytics adoption. Head office teams often make decisions based on assumptions and hypotheses, lacking insight and understanding of day-to-day operations. By making data easily accessible, we aim to empower teams with the information they need to drive efficiency and identify new revenue streams.

Companies taking action When working for McDonald’s, they used to heavily optimize ‘Recommended Items’ and ‘Suggestive Sell’ recommendations across digital menu boards and generate incremental average checks through business intelligence. This simple action has been able to add cents or even a few euros which when multiplied by the number of properties can represent billions of incremental revenues.

Another example is Michel Reybier Hospitality. The team was pulling several reports and manually combining them to create an Excel report that would then be sent out to all properties. Without modernizing their business intelligence, they would have continued to do time-consuming Excel reports and the increased chance for human error. Michel Reybier needed to find the right data stack to eliminate unnecessary processes under one reporting system to drive the efficiency of their teams.

Five Guys, a pretty well-known QSR company, wanted to get data into the hands of end users at the speed of business for ad hoc data needs. Blent Business Intelligence made it easy for all Five Guys end-business users and operation efficiency to search data and uncover the insights needed to adapt quickly to business changes.

Launching Blent Launching Blent in 2019, we aimed to provide a comprehensive solution for the hospitality industry. Blent connects all digital touchpoints of a modern hospitality company and consolidates data into a single platform, making it accessible to the finance, F&B, revenue management teams, and more. Our goal is to create a Business Intelligence and Analytics tool for hospitality businesses that simplifies data analysis and understanding.

EHL Incubator Updates

13

Trash in, Trash out: The power of reliable data.

Capsule Services webpage. Click here to explore.

As the world grapples with the challenges of sustainability and resource management data is becoming an indispensable asset. The ability to gather, analyze, and utilize reliable and long-term data is essential in transforming industries and ensuring more efficient and sustainable operations. And as we increasingly use data to drive decision-making, it becomes paramount to ensure that quality, clean and reliable data is used. Because trash-data in means trash-decisions out.

The hospitality industry is no exception, as reliable data plays an increasingly vital role in optimizing operations, enhancing guest experiences, and driving sustainable practices. Known for its complexity and fast-paced nature, traditionally, decision-making in hospitality was driven by experience, intuition, and anecdotal evidence. However, with the rapid advancement of technologies and data analytics, businesses now have access to an abundance of information that can guide their operations and support them in resource management and sustainable transformation.

One area where the impact of data is particularly evident just happens to be in your trash bin; food waste data. With the help of digital tools and artificial intelligence, the hospitality industry can capture reliable and actionable data, enabling professionals to save valuable resources such as time, food, and money. For instance, by analyzing waste data insights on food preparation and portion sizes, customer consumption patterns become visible empowering establishments to adjust their menu offerings to reduce overproduction and minimize plate waste. Similarly, the data can be analyzed for guest preferences and consumption habits to optimize buffet offerings and minimize food waste.

14

Article: The power of reliable data

In measurements conducted in the hotel sector the following results were achieved thanks to food waste data-driven decisions:

37%

Average edible food waste reduction.

61%

Food waste reduction in the top-performing property.

+€30k Average annual savings.

- Data powered by KITRO

By accurately measuring and quantifying food waste, businesses can set targets, monitor progress, and implement strategies to reduce waste generation. This data-driven approach empowers businesses to identify inefficiencies, implement process improvements, and set sustainable practices while enhancing the overall guest experience.

Data on food waste when actionized can save valuable resources like food, money, and water. It could even support alleviating some of the labor challenges currently faced in the industry. Labor-intensive tasks associated with managing excess food or coping with last-minute shortages can be minimized, freeing up valuable time and labor resources. Furthermore, by leveraging data analytics, businesses can identify skill gaps and training needs. This enables the development of personalized training programs that enhance employee skills and productivity.

Efficiency and sustainability are two critical goals for the hospitality industry. Reliable and long-term data play a vital role in achieving these objectives. By leveraging data analytics, businesses can identify areas where they can improve resource management, reduce waste, and operate more sustainably. Currently, data collection is still a choice however, this is likely to change as regulatory bodies and international organizations set ambitious goals to address issues like food waste. One prominent example is the United Nations' Sustainable Development Goal (SDG) 12.3, which aims to halve global food waste per capita at the retail and consumer levels and reduce food losses along the production and supply chains by 2030.

To achieve such goals, the hospitality and food service industry is increasingly dependent on reliable data. Accurate and comprehensive data collection is vital for measuring progress, identifying areas of improvement, and implementing effective strategies to minimize food waste.

Without reliable data, it becomes challenging to track and evaluate the impact of initiatives and make informed decisions. Not to mention it will be impossible to say in 2030 that we have halved our food waste if we aren’t measuring it consistently and accurately.

In the fast-paced hospitality industry, the importance of quality data cannot be overstated and will only continue to grow as it transforms the industry. Reliable and accurate data serves as the foundation for informed decision-making, operational efficiency, personalized experiences, and sustainable practices. Quality in, Quality out. What kind of trash are you collecting?

Article: The power of reliable data

15

S i t t i n g w i t h a Fa c u l ty Interview with Jamil Hebali

Please introduce yourself to the community.

JH: It's a pleasure to be here and share my experiences with all

of

you.

My

Professor

name

at

EHL.

is

Jamil

Hebali,

Additionally,

and

I’ve

I

been

am

a

working

Marketing

as

an

SBP

coach for over 16 years.

With over 17 years of experience in the field, I'm excited to be

here today. Throughout my career, I’ve taught various courses

in marketing at EHL, including marketing strategy, operational

marketing ,

market

research,

market

intelligence,

and

data-

driven business.

How did you first start at EHL and what brought you here?

JH:

In

2006,

courses:

I

began

my

Consumer

Simultaneously,

I

journey

at

Behavior

started

EHL

by

and

coaching

teaching

Market

SBPs

two

key

Besearch.

(Student

Business

Projects).

From

and

drawing

from

experience

my

own

background

working

with

a

in

market

multinational

Connect with jamil hebali on linkedin

research

company in

this

field, I was able to bring valuable expertise to SBPs. This

expertise

focused

mainly

on

enhancing

the

way

data

is

collected,

analy

z

ed,

and

utili

z

ed

for

decision-

making in businesses and companies worldwide.

Could you elaborate on what drew you to education?

JH:

Education,

research

Instead,

in

course,

I

find

my

I

it

opinion,

believe

more

e

in

holds

immense

avoiding

ff

ective

to

a

value

purely

transfer

in

its

practical

theoretical

competences

aspect.

approach

and

skills

For

because

to

instance,

it

students

is

by

a

the

market

technical

in

course.

showcasing

real-life

applications.

For

that,

since

the

start

of

my

teaching

career,

I’ve

incorporated

demonstrate to students how data is collected, cleaned, and analy

z

various

techni

q

ues

and

softwares

to

ed. And these demonstrations are built

upon real cases, enabling students to grasp the practical applications of concepts.

Let's delve into the role of data in the hospitality industry. You currently teach a course titled "Data-Driven Businesses." Could you share the main learning takeaway for your students?

JH:

This

course

centered

has

around

undergone

big

data

several

strategy

in

name

the

changes

hospitality

to

adapt

to

the

has

rapidly

industry,

it

as

analysis,

evolving

transformed

into

field.

Initially

"Data-Driven

Business," reflecting the holistic nature of the subject.

In

the

past,

decisions

the

based

encompasses

focus

on

more

was

global

than

on

operational

data.

just

However,

analytics

;

it

aspects,

as

the

such

field

involves

data

progressed,

transforming

the

deriving

approach

organi

z

ations

insights,

expanded.

into

and

N

making

ow,

data-driven

it

now

entities

where every decision-making process is rooted in data.

16

S i t t i n g w i t h a Fa c u l t y

So yes, data has become the capital driving businesses,

surpassing

monetary

harness and

explore data to create

drive

business

value.

growth,

And

and

companies

must

new opportunities,

deliver

value

Companies must harness

to

and explore data to create

stakeholders.

new opp or tunities, drive Perhaps the main takeaway for students is to learn how

business growth, and deliver

to develop a data strategy. Companies are increasingly

value to stakeholders.

recognizing the importance of this strategy to maintain

competitiveness in the market.

Take the example of Nokia. It was once a market leader in mobile phones but failed to anticipate the future

and adapt. Their downfall was largely attributed to the lack of predictive analysis and failure to utilize data

effectively. In contrast, successful companies thrive on data-driven management, enabling them not only to

manage but also to anticipate the future. This forms the key learning takeaway from the course: developing

a data strategy and leveraging data analysis for informed decision-making.

Throughout

primarily

R

the

course,

and

we

engage

Python. These

tools

in

practical

enable

us

to

exercises

analyze

utilizing

data

and

various

apply

softwares

machine

and

learning

algorithms,

methods

to

transform data into actionable insights for overall improvement at a global level within companies.

The importance of data in the hospitality industry cannot be overstated. How much data is enough data for hotels to make informed decisions?

JH: You’re absolutely right. Data plays a key role in the hospitality and hotel sector. The industry generates

a vast amount of structured data, and the challenge lies in effectively processing it by finding , extracting ,

cleaning ,

and

preparing

strategy

process.

Hotel

it

for analysis. This

businesses

processing

recognize

that

phase

data

has

accounts

the

for over 50%

potential

to

of

create

the

value

entire

by

data

offering

opportunities for customer organization, loyalty strategies, competitive advantage, and more.

However, they often struggle with where to begin and what to prioritize in terms of utilizing the available

data.

The

main

comprehensive

fundamental

challenge

data

lies

strategy.

question:

What

not

That

areas

in

the

said,

do

availability

of

technology

important

for

the

it ’s

they

want

to

improve,

solutions

hospitality

and

how

can

sector

they

but

in

to

start

leverage

developing

by

a

asking

a

their available

data?

By

answering

this

question,

they

can

identify

areas

for

improvement

through

a

simple

analysis

of

their

current situation. The next step involves assessing the types of data they possess and its location. Different

categories

of

data,

such

as

consumer data,

brand

data,

market data,

and

competitive

data,

need

to

be

understood in terms of availability and how they can be combined to create business opportunities.

Companies that do not base their decision-making processes on data, or fail to develop automated data-

driven systems, risk missing out on valuable business opportunities and falling behind in the market.

Small

enterprises,

particularly

family-owned

hotels,

may

find

data

collection

and

analysis

challenging.

What can these businesses do to optimize their performance? Is there a shortcut to data analysis?

JH:

Great

question!

It ’s

essential

for

small

enterprises

to

consider

how

they

can

adopt

a

data-driven

approach, even with limited time, resources, or expertise. It ’s not solely a technological matter; it requires a

S i t t i n g w i t h a Fa c u l t y

17

shift in mindset. They can begin by utilizing tools like Excel to implement a data-driven strategy.

Unfortunately, there is no magic solution or technology that can instantly transform a business into a data-

driven one. Rather, this requires a change in mindset and thinking about how data can be effectively used.

Now, this is all truly in the hands of people and managers. It's about using data to make decisions. As said,

data can be used with simple tools like Excel to perform analysis and make decisions based on the results.

Many companies

mistakenly

believed

that

investing

heavily

in

technology and

purchasing

the

best

tools

would automatically enable them to become data-driven. However, they often failed to utilize these tools

because they lacked a clear understanding of how to leverage them effectively. This is a common mistake

made by many companies.

To become a data-driven

you

have,

towards

interpret and

becoming

business,

analyze

data-driven.

it.

start by changing your mindset about your business. Assess the data

Even

We

if the

begin

with

data

is

basic

limited,

market

there

are

research,

different

progress

stages

to

in

the

business

evolution

intelligence,

and now we talk about big data. The latest stage is data-driven decision-making , which is more strategic. It

means

that all

decisions

are

based

on

data. The

difference

between

these

stages

lies

in

the volume

and

quantity of data involved.

Lastly, there are various steps and technologies available to extract and analyze data. If you have a small

amount of data, you could benefit from tools like Excel. For larger quantities of data, other tools may be

employed, but the fundamental principles and mindset remain the same. It is a matter of adopting the right

mindset.

You

mentioned

predictive

analytics.

Let's

discuss

the

future

of

data-driven

decisions

in

the

hospitality

industry in light of AI (Artificial Intelligence) software and solutions. What are your thoughts?

JH: With

the

revolutionize

existing AI

how we

software

and

interact with

applications,

data

and

everything

conduct

is

business.

set to change. The

In

the

coming

emergence

weeks

and

of AI will

months,

I

firmly

believe that the combination of AI and data will provide concrete solutions for managers and companies to

enhance their business operations.

I

have

had

interactions

with

marketing

managers

who

expressed

how tools

like ChatGPT enable

them

to

quickly prepare client communications. They can request specific topics, and within seconds, the content is

generated. These advancements are helpful for managers in developing their communication strategies.

This is just the beginning , and I anticipate significant advancements in the coming years that will provide

added value accessible to anyone. The expertise required will not be limited to individuals with technical

proficiency.

For instance, in some of my courses, we use AI and various algorithms, but coding consumes a significant

amount of time and necessitates a passion for the subject. But with AI, the technical aspect can be handled,

and the expertise required will be accessible to a broader range of individuals.

As

we

gather

more

data,

there

is

a

risk

patterns that align with our preconceived

of

falling

notions.

into

the

trap

How can we

of

conscious

bias,

where

we

interpret

utilize data objectively to avoid this

bias

and ensure our data-driven decisions remain unbiased?

JH: For this, the human aspect is key. Technology is here to assist us, but it is important to use it properly to

create value.

And if we rush and move too fast, problems can arise.

Trust between individuals is essential

when dealing with data. While accessing data without proper authorization and making decisions based on

it is easy, legal aspects are evolving , albeit not at the same pace as technology.

18

S i t t i n g w i t h a Fa c u l t y

Eventually, we will have a framework that protects individuals, respects privacy, and benefits the economy.

Balancing these factors is a complex issue.

What are some key metrics and performance indicators that organizations should track to evaluate the effectiveness of their data-driven initiatives?

JH: Starting with a small and smart objective is fundamental for managers who want to implement a datadriven approach. Experiences have shown that starting too big often leads to failure. By beginning with a small project and gradually building on it, you can apply the experience gained and progress towards becoming a data-driven organization.

The key performance indicators (KPIs) to focus on will depend on your specific strategy and objectives.

When developing a data strategy, it’s important to define clear objectives and desired outcomes. And metrics can be defined based on these objectives, including ROI, efficiency improvement, reduction in decision-making time, and creating a competitive advantage. Other metrics may include added value, market share increase, and various objectives aligned with desired outcomes.

Data-related metrics focus on aspects such as data quality, reliability, validity, security, and accessibility.

Implementing effective data governance is a significant challenge for companies, as it requires expertise in legal compliance, technical capabilities, and management alignment with the company's goals.

What are the potential risks and limitations associated with relying solely on data-driven decision-making, and how can businesses mitigate these risks?

JH: There are different competences required to implement a data strategy, and it is impossible for one person to possess them all. But based on my experience, the most important competence is business analytics. Technical skills are valuable, but without knowledge about the business itself, achieving success is challenging.

In implementing a data-driven approach, you need to have a team with diverse competences, including data architecture, engineering, science, and analytics. The role of a business analytics expert, for example, is very important in providing direction based on a deep understanding of the business. Technical experts then implement solutions aligned with this direction, while the business analytics expert evaluates the results and interprets the outcomes.

Although AI may provide various competences in the future, currently, the human point of view and evaluation remain critical. While AI can deliver good outputs, the perspective and evaluation of managers are indispensable in implementing solutions.

Thank you Jamil! Would you like to share any closing remarks?

JH: To recap, I’d like to mention that some managers and companies may not be convinced that data is the ultimate solution for business transformation and improvement. Also, we didn't discuss another important aspect: data as a primary source of innovation. Innovation is not limited to creating new products, services, or technologies. It can also involve innovating the business model itself.

Examples like Nespresso, Facebook, Uber, and Airbnb demonstrate how data can be used to innovate and create new businesses. Data allows us to be present everywhere, all the time. Therefore, my advice is to recognize the immense power of data and explore its potential to unlock significant added value from these new sources.

Sitting with a Faculty

19

How Data is Transforming...

Hospitality's Decision-Making Landscape

Booking trends, customer preferences, operational metrics—it’s all swirling around like a whirlwind of information. If you ever found yourself struggling to keep up with data to keep your business running, this article will be perfect for you.

The Problem: Lost in a Sea of Data Businesses in the hospitality industry often find themselves swimming in a sea of data but struggling to stay afloat. And the worst part is: they have a treasure trove of valuable information at their fingertips, yet they lack the means to extract meaningful insights from it.

This leaves businesses flying blind, missing out on opportunities to make informed decisions and, thus, never unlocking their true potential.

Sources of Data: Uncovering Hidden Gems The first step in unleashing the power of data-driven decision-making is to uncover the hidden gems within the vast array of available data sources. The hospitality industry generates a wealth of information every day, from guest booking patterns and customer feedback to online reviews and social media interactions.

And when you delve into these sources, you’ll unearth valuable patterns, spot emerging trends, and gain a comprehensive understanding of their guests.

Personalizing the Guest Experience: Making Moments Memorable Imagine arriving at a hotel and being greeted by name, with your favorite snacks waiting in your room.

Sounds like a dream come true, right? Well, data-driven decision-making can turn this dream into a reality for all your guests.

Simply by easily analyzing guest preferences, historical data, and demographic information, hotels and resorts can personalize the guest experience like never before. It will be like having a personal concierge who knows your every desire (and creates a butler-like experience for each and every guest). From tailored room preferences to curated dining experiences and customized recommendations, data empowers businesses to create moments that truly matter to their guests.

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Hospitality's Decision-Making Landscape

Unveiling Operational Efficiency: A Recipe for Success In the dynamic world of hospitality, efficiency is the name of the game. And data-driven decision-making is the secret ingredient that can take operational efficiency to new heights. That’s because when you dive into operational data, you can uncover hidden bottlenecks, streamline processes, and optimize your resource allocation.

Analyzing data on housekeeping efficiency, staffing patterns, and energy consumption allows you to make data-driven decisions that enhance productivity and reduce your overall costs. From managing inventory to predicting demand, your data provides the insights necessary for always staying ahead of the game and making more informed operational choice (which will render you infinitely better results).

Driving Revenue Growth: Seizing the Golden Opportunities And when it comes to free market competition, all businesses must seize every opportunity at hand to drive maximum revenue growth.

Data-driven decision-making will help you find market gaps and really know your customer needs, (even predicting previously unforeseen demand fluctuations). In turn, you’ll be able to fine-tune your pricing strategies, and have the opportunity to launch targeted marketing campaigns.

Keep in mind that, if you can align your offerings with customer expectations, you’ll attract more guests and increase customer loyalty (a win-win).

The Roadmap to Success: Embracing a Data-Driven Culture To embark on the journey of data-driven decisionmaking, the hospitality industry needs a cultural shift. What we mean is, it’s time to embrace data as a strategic asset and cultivate a culture that deeply values, and understands its power.

This translates into investing in robust data management systems, leveraging advanced analytics platforms, and nurturing a workforce skilled in data interpretation (i.e. heavily training them).

When you and your team embrace a data-driven mindset, equipping yourselves with the right tools and training, you’ll be able to then create a culture that propels them forward and sets them apart from the competition.

Image source: UNR

The potential of data-driven decision-making in the hospitality industry is immense. You can embark on your very own transformative journey today. You can start by diving into diverse sources of data, personalizing the guest experience, and finding what are your operational efficiencies. With this, there will be no more uncertainty when it comes to making business decisions.

So, set sail on the sea of data, and discover the untapped potential that awaits your business. The future is data-driven, and those who dare to embrace it will emerge as leaders in the industry.

Hospitality's Decision-Making Landscape

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Sitting with an Alumnus Interview with Alexandre Guinefolleau, AEHL 2013 Please introduce yourself.

AG: My name is Alexandre, and I graduated in 2013. Currently, I'm based in Barcelona, where I lead Amenitiz, my third company.

How did your desire for entrepreneurship first start? Was it planned after EHL, or did life lead you to opportunities that ignited this passion?

AG: It's quite the opposite of what you might expect. There's an amusing story behind it. When I was preparing for my second internship during my time at EHL, a friend of mine expressed his interest in starting a startup.

At that time, I thought he was crazy. I believed that big corporations were the way to go. As fate would have it, my first job was as a financial controller at Procter & Gamble, one of the largest corporate entities.

But, after just 3 months, I realized that the corporate world didn't align with my aspirations. I craved faster growth,

Connect with alexandre guinefolleau on linkedin

personal development, and freedom to pursue my own ideas.

That short stint as an employee remains the only time I have ever worked for someone else. Then, an opportunity presented itself when a friend in France was running a phone repair company, focusing on fixing smartphones, particularly iPhones which screens were frequently breaking. But instead of joining him in Paris, I decided to open a smartphone repair shop in Lausanne in 2014. Although it ultimately didn't succeed, it served as a valuable learning experience, akin to my personal MBA.

This marked my entry into the world of entrepreneurship, and from there, I continued to learn and embrace different opportunities, leading me to fund Amenitiz. It wasn't a predetermined path; rather, it unfolded step-by-step.

It seems like your smartphone repair shop provided significant lessons, albeit at a cost. Tell us more.

AG: Absolutely. It taught me the importance of conducting thorough market research before launching any venture. We made several missteps, including choosing an

unfavorable

location

for the

shop. We

quickly

realized we needed more foot traffic.

We

also

came

considered the

to

the

realization

It taught me the importance

that

we

hadn’t

wiss population's inclination towards

of conducting thorough market research before

S

spending on mobile plans rather than repairing their

launching any venture.

existing phones, especially when new phones were available at affordable prices.

22

Sitting with an Alumnus

So the strategies that worked well in France didn't yield the same results in Switzerland.

But such experiences are an integral part of the

entrepreneurial

contribute

to

our

journey, growth

and

and

they

eventual

success.

Founded in 2017, Amenitiz has achieved remarkable growth, receiving widespread attention in the news. For those unfamiliar, could you please explain what Amenitiz is and what factors you attribute to its success?

AG: Amenitiz is dedicated to building the operating

system

for

small

properties,

focusing on the intricate details. Our vision is to

provide

a

comprehensive

solution

for

hotels with 20, 30, 40, or 50 rooms, replacing the need for multiple providers.

We empower hoteliers through our all-in-one platform providing all the necessary tools and resources hoteliers need to run their properties, from building a beautiful conversion-optimized website, efficiently managing and distributing their inventory to automating most of their daily tasks with our PMS. Our aim is to simplify and streamline the operations of these small properties, allowing them to compete with larger hotels and chains.

As for the factors contributing to our success, I would highlight our unwavering commitment to customer satisfaction, a strong focus on product development, and a passionate and talented team. Our customers' feedback and needs drive our continuous improvement, ensuring that we consistently deliver value to our partners.

You've also recently acquired another company. Could you elaborate on this and how it aligns with your company's long-term vision?

AG: Yes, around the end of 2022, we finalized the acquisition of Ododo, a french company which was the leader in online training for independent hoteliers. Our analysis is that the world in which independent hoteliers are operating is constantly evolving, especially on the digital side and this requires them to constantly be on the lookout to adapt in real time to best practices. However, the day-to-day management of a hotel is so busy that they don't have the time to do this monitoring.

T his is where we want to help them, and the acquisition

of Ododo is part of our strategy to offer hoteliers what they really need: an all-in-one tool adapted to their daily challenges and also practical advice that can be applied on a daily basis, allowing them to have an immediate impact on their results.

We’ve leveraged the acquisition to launch

We empower hoteliers through our all-in-one platform providing all the necessary tools and resources hoteliers need to

T he

Hotel

run their properties

Club (www.the-hotel-club.com), a platform which offers

Sitting with an Alumnus

23

over 80h of great content and trainings, available in a few different languages and completely free, but don’t worry we’re not ambitioning to compete with EHL anytime soon, we just want to make sure hoteliers stay up to date through their career and grow their property.

(...) we currently have an internal task force dedicated to integrating AI where it can best serve our partners.

With your vision in mind, what exciting developments or projects can we expect from Amenitiz in the near future?

AG: We have several exciting developments in the pipeline. One of our primary focuses is further expanding our customer base globally. While we now help over 8’000 customers all over the world, our goal is to grow to empower over 25% of the industry within the next 8-10 years...

Additionally, we are constantly working on refining and enhancing our existing tools based on customer feedback and market trends. As an example, we currently have an internal task force dedicated to integrating AI where it can best serve our partners. We also have plans to explore partnerships and integrations with other leading providers in the hospitality industry to offer a more comprehensive solution.

Ultimately, our goal is to empower small properties and help them thrive in an increasingly competitive market.

Are there any words of wisdom you would like to share with aspiring entrepreneurs?

AG: My advice would be to embrace failure and view it as an opportunity for growth. Entrepreneurship is a journey filled with ups and downs, and it's important to learn from every experience, be it a success or a setback.

Surround yourself with a supportive network of mentors, peers, and advisors who can provide guidance and insights. And most importantly, believe in yourself and your ideas. Trust your instincts and have the courage to pursue your dreams.

It may not always be an easy path, but the rewards are worth it.

The all-in-one solution for independent hoteliers Get in touch

24

Sitting with an Alumni

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Research at EHL Innovative solutions

For the past 10 years, EHL faculty has been researching and developing innovative solutions to help hospitality businesses and education improve performance in an ever-changing landscape.

Discover the new EHL research microsite entirely dedicated to our school’s research findings and expertise.

Research microsite

To stay up to date with news and events, don’t forget to subscribe to our newsletter.

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Research at EHL

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EHL Connect Features EHL Connect - the platform to stay connected and involved with the EHL Alumni Network. Powered by our Alumni Team globally, its content includes resources, news, and everything you need to stay up-to-date with the AEHL world. Make the most of your network and discover all of EHL Connect's features and what they have to offer.

For this edition, we will be looking at the:

Job Platform - Recruit EHL Talents Make the most of our valued network and recruit EHL students or alumni through our Recruiter area and Job platform. As an employer and hiring manager, you can post your jobs, track incoming candidates, sort through applications, and even set alerts and notifications for them. You also have the option of actively searching through the CV library, which is an open database of profiles belonging to individuals who are either actively seeking a new job or interested in receiving recruitment information. This resource and tool is free and available to everyone.

Head over to

connect.ehl.edu

select ‘job platform’ under ‘services’ tab

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← Find the perfect candidate by posting a tailored job description. Specify crucial details like contract type, desired experience level, start date, and job type.

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Utilize the Recruiter Area to browse our platform's existing

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EHL Connect Feature

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Upcoming Events AEHL Summer Drinks in the Pub 01.08.23

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