Importance of strategic planning in hotels
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On a recent consulting project, my company was appointed to assist a hotel that has been open just over one year, to redefine the F&B offering and to also deliver a more substantial bottom line. During this period, I noticed the minimal strategic approach in the development of the concept in the preliminary stages and found the need to write the below to assist any other hoteliers or restaurateurs in strategic planning.
For the property that we are consulting for, the F&B layout, design and functionality has come purely from the interior designers that were appointed for the project; which have put together concepts and designs with an approach as to what will possibly look nice in a hotel and not what the market would need or what would be functional for the space. The concept idea has come form the investor of the property, from inspiration of a venue that he frequents in London often. However, there has not been any level of involvement from someone with operational hospitality experience or advice from someone in the industry; which in my experience is typical in many hotel F&B concept development phases. This then leads to the evident lack of planning and strategy.
I have posted many articles on concept development and how a restaurant idea can come to fruition; In my experience, and one point I make over and over, is that a concept must begin from a menu. The menu defines the décor, ambience, pricing, service style and so on. If for example you decide on creating and Italian concept. The question I ask is: what type of Italian? Is it a Gelataria, Pizzeria, Osteria, Enoteca, Ristorante or a café? The differences with the type of offering will change the décor. You wont see a Gelataria with table cloths and candles set, and you wont see a Ristorante with counter service alone. I know these maybe slightly exaggerated, however the point that I am trying to make is that an operational hospitality professional should dictate the menu and concept direction, before a designer is even involved. Taking into consideration some of my previous posts on concept development, the next important piece of information I would like to share is the need of strategic planning, which leads me to writing this post.
it provides the road map
hope it helps
For the property that we are consulting for, the F&B layout, design and functionality has come purely from the interior designers that were appointed for the project; which have put together concepts and designs with an approach as to what will possibly look nice in a hotel and not what the market would need or what would be functional for the space. The concept idea has come form the investor of the property, from inspiration of a venue that he frequents in London often. However, there has not been any level of involvement from someone with operational hospitality experience or advice from someone in the industry; which in my experience is typical in many hotel F&B concept development phases. This then leads to the evident lack of planning and strategy.
I have posted many articles on concept development and how a restaurant idea can come to fruition; In my experience, and one point I make over and over, is that a concept must begin from a menu. The menu defines the décor, ambience, pricing, service style and so on. If for example you decide on creating and Italian concept. The question I ask is: what type of Italian? Is it a Gelataria, Pizzeria, Osteria, Enoteca, Ristorante or a café? The differences with the type of offering will change the décor. You wont see a Gelataria with table cloths and candles set, and you wont see a Ristorante with counter service alone. I know these maybe slightly exaggerated, however the point that I am trying to make is that an operational hospitality professional should dictate the menu and concept direction, before a designer is even involved. Taking into consideration some of my previous posts on concept development, the next important piece of information I would like to share is the need of strategic planning, which leads me to writing this post.
it provides the road map
hope it helps
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