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1、14668 Hospitality 2010 14/6/06 8:23 am Page AHospitality 2010A five year wake up callAn in-depth report intodriving shareholder valuein the hospitality sectorAudit.Tax.Consulting.Corporate Finance.14668 Hospitality 2010 14/6/06 8:23 am Page BB14668 Hospitality 2010 14/6/06 8:23 am Page 1ForewordWelc
2、ome to Hospitality 2010 our vision into mega-trends that willaffect shareholder value over the next five years.New York University (NYU) and Deloitte dedicated a joint team ofprofessionals to develop a “Vision 2010” of the global hospitalityindustry. Our vision is supported by research, analysis and
3、 structuredinterviews with leading industry CEOs.The report focuses on the strategic implications of the mega trendsthat are shaping the future of the hotel industry and which generatemost shareholder value.The mega-trends we have selected for review at this stage are:Hospitality 2010We also recogni
4、se the importance of the business model andregulatory requirements and accordingly have identified these areasfor review at a later stage.We hope you find this report useful and we look forward to anyfeedback you may have and the opportunity to discuss with you theaspects affecting shareholder value
5、 in your business in more detail.Best regards Brand Emerging markets Human assets TechnologyWe have included a section on air travel as this holds keyinformation which relates to the changing shape of the hospitalitysector by the year 2010.Alex KyriakidisGlobal Managing PartnerTourism, Hospitality &
6、 LeisureDeloitteDr. Lalia RachAssociate Dean andHVS International ChairPreston Robert Tisch Center forHospitality, Tourism and SportsManagementNew York University114668 Hospitality 2010 14/6/06 8:23 am Page 2Hospitality 2010Executive summaryQuestion: How many drivers of change are there in our indus
7、try?Answer: Far too many!To focus our strategic analysis, we used theDeloitte Enterprise Value Mapto filter allthe possible drivers of change on the basisof their potential impact on shareholdervalue which, whether a public or privateenterprise, is the key measure of financialsuccess. We concluded t
8、hat five“mega-trends” will have the greatestimpact on shareholder value namely,Brand, Emerging markets, Human assets,Technology and the Business model.Brand is the way forwardAs most gateway cities reach productsaturation, brand, long held as the mostimportant value driver in consumer business,is re
9、ceiving the industrys full attention.The changes in customer lifestyle,demanding experiential stay, will mean thatbrand choice, as opposed to location choice,will lead the way in the future.While brand is much talked about, there isno consensus within our industry on what itmeans or how it should be
10、 measured.We take the step in this report of proposingan industry definition for brand and aframework for the development of brandmetrics. Interestingly, the industry analysts,commenting on brand value and innovation,are sceptical about the industrys ability todemonstrate “payback” on research andde
11、velopment (R&D) spend. Our researchshows that spend on brand innovation isone of the key CEO priorities into thefuture. Further more, the growing focus onbrand management versus assetmanagement impose challenges on existingpeople development and reporting metrics.Where is the next big thing?Three em
12、erging markets stand out above allin terms of growth opportunities for theindustry, China, India and the Gulf States.China and India, today 2nd and 4th in GDPpurchasing power parity rankings, will moveup to 1st and 3rd by 2020 with Chinaovertaking the USA for the number 1 slot.Between India and Chin
13、a, we predict that atotal of 1.4 million of additional brandedhotel rooms will be required for thosemarkets to reach the same branded hotelpenetration as in UK.2Should those markets move to USA levels ofbrand penetration, the demand rises to3.6 million of rooms, or 36,000 hotels.We predict that the
14、majority of these roomswill be positioned in the economy and mid-market segments. The Gulf States areinvesting heavily in tourism infrastructureand markets such as Dubai, Qatar, Bahrainand Oman will challenge the traditionalContinental Europe destinations for tourism business, leisure and residential.While
