Innovations and Entrepreneurship in Hospitality and Tourism

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1 Innovations and Entrepreneurship in Hospitality and Tourism Professor Kaye Chon Dean and Chair Professor Shool of Hotel & Tourism Management The Hong Kong Polytechnic University

2 INNOVATIONS!

3 CAPITALIZE ON SERVICE MANAGEMENT FUNDAMENTALS

4 Service Management Fundamentals 1. When the product is goods dominated, attempt to intangiblize tangibles (e.g. showing the value of good perfumes) 2. When the product is service dominated, attempt to tangiblize intangibles (e.g. cleanliness in hotels)

5 Yves Saint Laurent In Love Again IN LOVE AGAIN. The unforgettable fragrance of love. An explosion of color and happiness. A declaration of love. For all women from the Yves Saint Laurent brand. A fresh, floral, fruity harmony. Grape. Grapefruit. Tulip tree Flower. Blackberry

6 Fashion industry

7 Examples of tangiblizing the intangibles

8 Cleanliness = intangible Sterilized toilet = tangible

10 Tangiblizing care and responsibility

11 Exceeding Guest Expectations

12 Creating an Opportunity

13 CAPITALIZE ON YOUR UNIQUE SERVICE CULTURE

14 DEVELOPMENT OF SERVICE CULTURE Business Home Educational Institutions Society

16 Hospitality in Socio-cultural Context In Asia, traditional rituals such as Thai wai and bowing are blended in the service model 16

17 Shangri-La Hospitality Shangri-La Hospitality basically covers what we do in Asia. Within each country, you need to adapt to the local requirements In Thailand it is normal for a service employee to serve you tea or coffee on one knee. In the Philippines, this is a big no-no. Similarly, in most countries, staff would normally walk in, serve the tea, turn their back, and walk out. Japanese expectations, however, are that you walk in, serve the tea, and walk out facing the guest. It is the little things like that you need to pick up from each culture We have to be individualistic in each of our cities but still maintain our strong brand integrity (Campbell and Kazan, 2008). 17

18 TURN CRISIS INTO AN OPPORTUNITY

19 The Case of Highway 50 in America Highway 50 in America

20 The Story of Dae-jang-geum Popular Korean TV series with 48% viewer rating in Hong Kong Adversely affected restaurant businesses in Hong Kong How to turn around a crisis into an opportunity?

21 DEVELOP THE CULTURE OF BEING INNOVATIVE!

22 Our Dream Team! 65 faculty members from 20 countries sharing the same vision

23 2009: PolyU s SHTM Ranked No. 2 in Global Ranking of Hospitality and Tourism Schools

24 We Are Dream Maker

25 Human Capital is the Most Important Asset

26 Teaching/Research Hotel + School

27 Hotel with a purpose: to fully integrate teaching and learning in a full service hotel environment: Hotel ICON: PolyU s Teaching Hotel rooms - 3 restaurants - Swimming pool - Angsana Spa by Banyan Tree - Ballroom - Training restaurant - Tomorrow s Guestrooms - Faculty and staff offices - Classrooms - Laboratories - Library - Samsung Digital Lab for Hospitality Technology

29 Innovations Drives Success: The Case of Hotel ICON ADR USD270+, 85+ occupancy Operating profit in first 3 month of operation TripAdvisor: Currently ranked no. 3 among 530 hotels in Hong Kong 30+ Awards and Prizes Wallpaper Magazine CNN.Go Conde Nest Traveler Michelin Guide TripAdvisor Architecture of the Year McCool Breakthrough Award Design Hotel of the Year CNN Traveler Magazine

30 Lobby Restaurant

31 Lobby Restaurant

32 CNN Travelers Top 10 Gardens of the World (2012)

33 The Green Wall at Hotel ICON

34 Design to Facilitate Guest Experience: e.g. Guest Floor Elevator Lobbies

35 Attention to Details: e.g. Room Numbers and RFID Locks

36 10/f-24/f typcial lift lobby

37 Guestrooms Suites

38 Designer Suite by Vivienne Tam

39 Dining Above & Beyond Green The Market

40 Mini-bar

41 CNN s Top 10 in the World

42 F&B Management

43 Technology Evolutions: Need for Greater Industry Partnership

44 Managing Online Bookings OTAs are greatest friends but also foes How to convert guests to direct booking?

45 IN CONCLUSION

46 The Starbucks Effect One coffee store chain changed the world of coffee industry Lessons we learned

47 Thank you! Google: Kaye Chon

Quality Leadership in Hospitality and Tourism

Quality Leadership in Hospitality and Tourism Professor Kaye Chon Chair Professor and Director School of Hotel & Tourism Management The Hong Kong Polytechnic University Your Career in Hospitality and Tourism