Generational Differences and Best Practices Were Focus of HSMAI Annual Leadership Cpnference

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. October 14, 2008

MCLEAN, VA, June 20, 2005. A look at generational differences, technology challenges, best practices, and an one-on-one interview with Kimpton Hotels' Steve Pinetti were highlights of the agenda at the Hospitality Sales & Marketing Association International's (HSMAI) annual Chapter Leadership Forum themed "Picturing the Future" held recently in Portland, Oregon.

"This is the one opportunity each year that HSMAI chapter board members from all across the Americas region meet to learn, network and honor great work from their peers," states Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI.Highlights of the forum follow:

"Looking at Generational Differences " was presented by Dr. Lalia Rach, associate dean of the Preston Robert Tisch Center for Hospitality, Tourism, and Sports Management, and HVS International Industry professor at New York University. "Everyone knows there are generational differences in the workplace," says Rach. "It's how you think about them and manage them that counts. There has been a social transformation - from Ozzie and Harriet to Ozzy and Sharon," she adds.

Key observations included:

. Boomers want to be identified; they know they are the lead generation.

. The Millennial generation is the most unique generation we've ever seen. They have been nurtured beyond belief; the Internet is their medium, and we as an industry don't get them. Growing up, Generation X was unsupervised, which is telling in the workplace. They believe that too much loyalty to a company gets them nowhere, so their loyalty is to the people in an organization. They understand when marketing is a con. Because of the industry's marketing and sales focus on Boomers, Gen X has been ignored as business consumers. As leisure travelers, they are looking to engage both their minds and bodies.

. Few in the industry recognize the change in the family today. Gone are the days of family units being only mother, father and kids. Now it is aunts, uncles, grandparents, parents, kids and every mix in between. Moreover, marketing today must consider reaching out to single person households given they represent more than one-quarter of American households.

. America is a land of color today. Minorities will soon be 40% of the population. If you are not attracting a multicultural consumer then you are losing money.

. Business is coming back. The question is, will you be sales people or order takers. The fear is that the industry will stop focusing on customer service and turn back into the order takers they were in early 2000-2002. The hospitality industry is concerned that brand loyalty will decrease so in order to avoid either problem hoteliers must be loyal to customers and be committed.

. If the product is relevant, consumers will come.

. For the first time, 25% of the population traveled on low-cost carriers. Customer logic is if you spend less traveling you'll have more to spend at the destination. The major carriers are now charging for everything (movies, Internet access, food, etc.), which does not win friends; this model will not work in the hotel industry. People expect a certain level of service. Cruise lines are getting it right and giving land destinations a run for their money.

. More on Gen X: They "work to live" not "live to work". As the latch-key kid generation, they were the most unsupervised generation ever and so developed as very self-sufficient adults. They were the first generation to expect diversity as a fact of life and to fully accept women in positions of power in the workplace. They operate as free agents, can read others well and like people "who walk the talk." hey are verbal, globally aware, street smart, process driven, and technically adept. They need consistent interactions with leaders. Gen X wants respect for their expertise, loyalty in relationships, and products that are current. In an interview with Steve Pinetti, senior vice president, Kimpton Hotels, Bob Wright, president of Vision Marketing and executive director, HSMAI Central Florida, got up close and personal in a one-on-one conversation during Inside the Hospitality Studio.