With this interview, we get into the hospitality theme so as to be able to understand the changes that are taking place. We do this with Sara Abdel Masih, a well-known face of Italian hospitality and speaker at the next edition of BTO. Together with her, we will be addressing the central question of the balance between humans and technology, made even more urgent by the rapid developments of the Metaverse.
At this moment of profound uncertainty, are hotels ready to invest in the future with applications in the metaverse?
The new generation of entrepreneurs and hotel managers are absolutely ready to invest in innovation and technology. They are already doing so with great results and considerable customer appreciation. As for the Metaverse, it is a phenomenon that we are all observing. I think it is perhaps more akin to 100% virtual areas – I am thinking of gaming and I believe that it will take time to understand its effectiveness in the pre-stay, hotel and post-stay experience. Our sector remains among those in which the guest lives and awaits his/her experience in person, in our places and spaces that certainly have an extension also on apps and websites, but which manifests itself with the welcoming of our people, the atmosphere of the rooms, of the rooftops, of the restaurants which, all together, are capable of awakening our 5 senses.
Do you think that a contrast between human and digitalization of hospitality will continue or will it be significantly reduced?
I think that the digitization of hospitality is necessary and appropriate in specific areas: I am referring to payments, purchases of ancillary services, and reservations of course. I would like to reiterate the fact that the heart of the hotel experience is fully lived at the facility itself. In my opinion, the opposition should be experienced as a virtuous partnership. The human factor in the hotel is the person who welcomes you and listens to you, often after a long journey or after a complex day of work, the one who recognizes you on your second stay at the hotel, who knows what you expect and what makes you feel good. In addition, it is good to trace the purchasing preferences of customers but then what remains of the unexpected, of the wonder that only human contact can give?
The theme of work in tourism is very topical and will be explored in several speeches at BTO. Do you have your own opinion on how the sector can find appeal and the right balance between supply and demand?
I believe it is a question of cultural and generational change. While I am engaged in training and consulting with people, I always emphasize how listening to people, their needs, their identity and uniqueness is essential to discovering talents, nurturing them, to growing together. Thanks to my experience with the Sensory Academy, I meet entrepreneurs, managers, front offices and revenue managers who feel the need to be listened to, who feel frustrated by their uniqueness on the altar of emergency, operations, of results at any cost. It is the time when we all truly internalize a new culture and work ethic. We need new contracts, obviously, we need a qualitative leap for all the parties involved.
Do you think we are experiencing the transition to a new era in hospitality?
I think so, we have been through the storm of the pandemic that has annihilated our work. Today we see our sector flourishing but profoundly changed. I believe that the next five years will also be decisive for the generational transition: we must be careful at this time to invest in training, not to forget the lesson of emergencies and to learn how to do serious programming that is fundamental for the development of the sector and of the Italian destination.
Sara Abdel Masih, president of the Hotel Managers Association for Lombardy; in 2020 she received the “Woman manager of the year” award, in 2021 she assumed the role of general manager of the Hotel Dei Cavalieri and The Square in Milan. A very successful career in luxury hotels and, today, she is also a coach and trainer.
The interview concerns the topic “Hospitality” and was edited by the scientific coordinator of the topic, Nicola Zoppi.
We are looking forward to seeing you at BTO – Be Travel Onlife to listen to Sara Abdel Masih live and widen the debate on the relationship between the human element and technology in hospitality.
The date is November 29th and 30th, 2022 in Florence.
