Today my notes, with a view to giving the thirty-odd days that have passed on Hosteltur Forum held in Madrid on June 25 and both feelings as the conclusions remain similar to those that had both the day of the forum, as in the days immediately following.
First Annual Forum Hosteltur consolidated with the meeting point at the top level management, in which to present and discuss the hottest topics of the sector. The power of attraction and interest in the content increases each year in an obvious way.
The success Hosteltur team this year, to invite the main driving forces of the Commonwealth of Hosteltur - affectionately called "Bloggers" - has helped to provide a breath of fresh air not only the event but then the impact has been - especially in the RED course.
The main discussion dealt with - or should have done! - About our ability, dedication and strategic decision, as a tourist destination and as entrepreneurs / managers to make sustainable global leadership position in our industry, and the alternatives that we could present it in a window of opportunity of about 3 to 5 years.
In my case, made an approach to 3 main ideas. We have no other option to maintain our relevance sector, a strategic approach from the business perspective and as a destination, to develop all necessary plans and capabilities in the areas of promotion, marketing AND DISTRIBUTION. Second, the dynamics of Web 2.0 and the Horizon 2020 plan should give us the framework within which to articulate these plans in an environment of cooperation and consolidation as opposed to the current state of fragmentation and dispersion of efforts and resources. The third contribution to the debate, would supply a context in which to evaluate various strategic alternatives in the distribution, with what I call the fundamental equation of the distribution, which is intended as a planning tool that simultaneously provides value to all stakeholders of the tourism distribution, whose weight will be higher or lower depending on a particular strategy or market, and not absolutely as intended at the moment (and generating debates as barren as the survival of travel agents or the viability of the tour operators or GDS).
condense all this conceptual content in just over half an hour of lecture is not easy, and although a priori it was not dissatisfied with the outcome in PowerPoint, from the beginning of the debate that followed the presentations, I realized that main messages had not permeated most of the audience.
Later - Thank God! - I could see that at least in the blogosphere, the debate going in the right direction and that both chronic and comments were brilliant and successful in criticism, compliments and remarks.
around 3 main ideas mentioned, there was an element intended to unite all the concepts, and act as a generator of a certain sector ATTITUDE: innovation.
can not pretend to be leaders in a sustained without maintaining a high level of innovation, and this, but only becomes effective through well structured processes, only arises at the sector level / national and an attitude that the sector breathe and live at all times as inherent to its essence.
this month that has passed since the forum, I have seen, heard and discussed hundreds of comments on whether it was possible or not leading distribution (or as I prefer to see him, Promotion, Marketing and Distribution). The conclusion of my paper was in fact that SI, which was not only possible, it was imperative to our businessmen, politicians and managers to use all means and actions in a few years we in this world-class.
Today, however, beyond the intellectual exercise and beyond good intentions, I have to refine my expectations.
- only we will be leaders in Promotion, Marketing and Distribution through a clear and unambiguous demonstration of a vocation for long-term sectoral leadership, beyond the immediate interests - business or political.
- This leadership is based on a provocative attitude in all sector actors, as a seed for an approach to innovation. The current approach based on victimhood and uncompromising defense of the status quo (even today, but ten years ago!) We will lose relevance in a rush, and the maturity and increased competition in our target model and enterprise / business, and no alternatives will be doomed to a decline of no return.
- Forums and other events are interesting to enhance the debate, but the solutions here will not make us more competitive in the future. Probably the biggest factor we face failure, is the total absence of leadership visionary, inclusive and enforcement capabilities, both political and sectoral levels.
While this leadership takes shape, the most fertile area for questioning, debate, propose and make incremental changes in attitudes are found in communities and blogs. 2.0 The travel in Spain is today our small and marginal consciousness still sectoral.
To see the full presentation: http://www.slideshare.net/alfcastellano/foro-hosteltur-julio-2008
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