Hospitality marketing in Sri Lanka
Prasanna Perera, Marketing and Management Consultant, Chartered Marketeer, CIM U.K.
Prasanna Perera,
Marketing and Management Consultant,
Chartered Marketeer,
CIM U.K.
The hospitality industry is one of the largest in the world, covering many products and services and providing employment to billions. Therefore, marketing of hospitality services is important, to gain a competitive advantage, in a fiercely competitive industry.
Hospitality industry
The hospitality industry, covers travel, tourism, accommodation services, airlines, restaurants to name a few. These businesses are growing in Sri Lanka, as a result of the peaceful environment prevailing in the country. Hence the importance of marketing these services, to generate valuable foreign exchange.
Hotels in Sri Lanka
Many different types of hotels are operational in Sri Lanka, ranging from Star Class City Hotels, to beach resorts, to boutique hotels, to guest houses and even rest houses. Whatever these may be, a clear focus on the guest is paramount. However, the present service standards need a dramatic improvement, if Sri Lanka hopes to gain repeat clientele - both expatriates and locals.
Hotels in Sri Lanka pay too much attention on operational efficiency, neglecting the “softer” dimensions of guest satisfaction and delight. Operational efficiency is important, but needs to be balanced together with guest needs, wants and satisfaction.
Restaurants
Many different types of cafes, fast food outlets and drive-in restaurants are opening up, especially in the Western Province. This is a good omen, since both expats and locals can enjoy a wide variety of food and beverage.
Restaurants should focus on “quality” at all times, both product and service. No short cuts or compromises here please. Staff training is a must and retention of competent staff given priority. Without talented and committed staff, the long term sustainability is another critical area. Restaurants in Sri Lanka have been famous in the past, to provide excellent food at the inception and then gradually drop the quality, to maximize profits. This short term thinking should stop, if the hospitality industry standards are to be sustained in the country.
Pizza Hut is a good example of maintaining product and service quality standards. The success of Pizza Hut is also the innovativeness in menu’s and the variety offered. Pizza Hut has also been adventurous in distribution, expanding their reach outside the Western Province.
Airlines
Presently there are over 30 airlines serving Sri Lanka, together with SriLankan and Mihin. As a country, we need to provide excellent service to the foreign airlines serving Sri Lanka. Accessibility to the country is very important, for the hospitality industry to thrive. SriLankan Airlines is a pillar in the hospitality industry, supported by Mihin Air. Mihin Air and SriLankan Airlines need to be positioned clearly, so that synergies can be achieved. Understanding passenger needs, quality enhancements, value additions and innovativeness are required for these two carriers to remain competitive, in a fiercely competitive industry. The success of these two airlines are paramount for the image of the country. Take Singapore Airlines and the image created for Singapore. Malaysian Airlines and the positioning of Malaysia as “Truly Asia”. These are two very good examples to emulate.
Tourism
Tourism is a major force in the hospitality industry. For a country such as Sri Lanka, tourism dollars is essential for a range of important reasons namely, generating employment, economic growth and sustainability. Whilst it is heartening to note the initiatives taken to improve tourism in Sri Lanka, there are concerns relating to marketing strategy. For example, have we clearly understood the segments that need to be targeted? Is it the budget tourist, value-for-money tourist or premium tourist? Is it the Western visitor or Eastern visitor or both? These are valid questions that need clear answers.
There are many opportunities for tourism industry in Sri Lanka.
Positioning of ‘Brand Sri Lanka’ is another issue. Various promotional themes have been bandied about, resulting in confusion. Positioning a brand, should not be confused with a promotional theme. Malaysia is positioned as a country that truly understands Asian culture and values. (Truly Asia). India is positioned as a land of magic and variety. (Incredible India). Thailand is positioned for fun, sun, sand and shopping and hence, “Amazing Thailand.” What about Sri Lanka? This is where the problem lies. What is Sri Lanka’s positioning? Small miracle, land like no other, big miracle, small island, big experience!! Decide on a positioning strategy and stick to it. Don’t change it frequently, which leads to utter confusion.
Human resources
If the hospitality industry is to thrive in Sri Lanka, human resources will need to be harnessed. Presently there is a scarcity of good quality staff, both at operational and strategic levels. There should be concerted efforts to retain talented staff in the country and also to encourage Sri Lankans working overseas to return and serve the industry. Of course, they should be rewarded adequately, to motivate them to return to Sri Lanka.
The hotel schools, universities and professional institutes need to offer more courses in hospitality and tourism marketing, to enhance the skill pool in the country.
Building hotels and increasing capacity is well and good but without competent staff the results would be disastrous.
“In a hospitality or service organization, if you are not serving the customer, you had better be serving someone who is.” (Jan Carlzon)
The hospitality industry is one of the largest in the world, covering many products and services and providing employment to billions. Therefore, marketing of hospitality services is important, to gain a competitive advantage, in a fiercely competitive industry.
Hospitality industry
The hospitality industry, covers travel, tourism, accommodation services, airlines, restaurants to name a few. These businesses are growing in Sri Lanka, as a result of the peaceful environment prevailing in the country. Hence the importance of marketing these services, to generate valuable foreign exchange.
Hotels in Sri Lanka
Many different types of hotels are operational in Sri Lanka, ranging from Star Class City Hotels, to beach resorts, to boutique hotels, to guest houses and even rest houses. Whatever these may be, a clear focus on the guest is paramount. However, the present service standards need a dramatic improvement, if Sri Lanka hopes to gain repeat clientele - both expatriates and locals.
Hotels in Sri Lanka pay too much attention on operational efficiency, neglecting the “softer” dimensions of guest satisfaction and delight. Operational efficiency is important, but needs to be balanced together with guest needs, wants and satisfaction.
Restaurants
Many different types of cafes, fast food outlets and drive-in restaurants are opening up, especially in the Western Province. This is a good omen, since both expats and locals can enjoy a wide variety of food and beverage.
Restaurants should focus on “quality” at all times, both product and service. No short cuts or compromises here please. Staff training is a must and retention of competent staff given priority. Without talented and committed staff, the long term sustainability is another critical area. Restaurants in Sri Lanka have been famous in the past, to provide excellent food at the inception and then gradually drop the quality, to maximize profits. This short term thinking should stop, if the hospitality industry standards are to be sustained in the country.
Pizza Hut is a good example of maintaining product and service quality standards. The success of Pizza Hut is also the innovativeness in menu’s and the variety offered. Pizza Hut has also been adventurous in distribution, expanding their reach outside the Western Province.
Airlines
Presently there are over 30 airlines serving Sri Lanka, together with SriLankan and Mihin. As a country, we need to provide excellent service to the foreign airlines serving Sri Lanka. Accessibility to the country is very important, for the hospitality industry to thrive. SriLankan Airlines is a pillar in the hospitality industry, supported by Mihin Air. Mihin Air and SriLankan Airlines need to be positioned clearly, so that synergies can be achieved. Understanding passenger needs, quality enhancements, value additions and innovativeness are required for these two carriers to remain competitive, in a fiercely competitive industry. The success of these two airlines are paramount for the image of the country. Take Singapore Airlines and the image created for Singapore. Malaysian Airlines and the positioning of Malaysia as “Truly Asia”. These are two very good examples to emulate.
Tourism
Tourism is a major force in the hospitality industry. For a country such as Sri Lanka, tourism dollars is essential for a range of important reasons namely, generating employment, economic growth and sustainability. Whilst it is heartening to note the initiatives taken to improve tourism in Sri Lanka, there are concerns relating to marketing strategy. For example, have we clearly understood the segments that need to be targeted? Is it the budget tourist, value-for-money tourist or premium tourist? Is it the Western visitor or Eastern visitor or both? These are valid questions that need clear answers.
Positioning of ‘Brand Sri Lanka’ is another issue. Various promotional themes have been bandied about, resulting in confusion. Positioning a brand, should not be confused with a promotional theme. Malaysia is positioned as a country that truly understands Asian culture and values. (Truly Asia). India is positioned as a land of magic and variety. (Incredible India). Thailand is positioned for fun, sun, sand and shopping and hence, “Amazing Thailand.” What about Sri Lanka? This is where the problem lies. What is Sri Lanka’s positioning? Small miracle, land like no other, big miracle, small island, big experience!! Decide on a positioning strategy and stick to it. Don’t change it frequently, which leads to utter confusion.
Human resources
If the hospitality industry is to thrive in Sri Lanka, human resources will need to be harnessed. Presently there is a scarcity of good quality staff, both at operational and strategic levels. There should be concerted efforts to retain talented staff in the country and also to encourage Sri Lankans working overseas to return and serve the industry. Of course, they should be rewarded adequately, to motivate them to return to Sri Lanka.
The hotel schools, universities and professional institutes need to offer more courses in hospitality and tourism marketing, to enhance the skill pool in the country.
Building hotels and increasing capacity is well and good but without competent staff the results would be disastrous.
“In a hospitality or service organization, if you are not serving the customer, you had better be serving someone who is.” (Jan Carlzon)
http://www.dailynews.lk/2012/01/12/bus10.asp