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“Make me care” is a well-known Disney philosophy, which is one of the basics in tourism, or should be because it is about service and care for guests.So at breakfast before the trip, ie leaving the Arena Hospitality Group Park Plaza Verudela in Pula, I received free coffee as a sign of attention with the sentence: “As you hit the road, we treat you to a coffee to stay awake and better monitor traffic. Happy journey and come to us again. “This is not about free coffee or money, but a sign of attention. A sign of attention I didn’t expect. They bought me forever with one “ordinary” coffee. In procurement with a “cost” of one kuna, if not less. This is called effective marketing.The people on the front line of defense are the hotel brand, not the Management. From receptionists, waiters, maids, etc.… they are the real brand of every hotel. And it is precisely this example that is proof of this thesis. That is why this whole situation about the lack of workers in tourism is both ridiculous and tragic. I wonder how we in Croatia got into a situation where people just fell on the scale of values to the last line. The entire tourist system not only examined the last limits of extensibility, but consciously, with all the alarms and alarms, squeezed the gas to the end. The worker, ie the man who is the most valuable resource as well as the key to success in tourism, was at the very bottom of the value.That is exactly why the labor force problem arose. Due to poor working conditions, disrespect for workers, man as well as low wages. People are the key to success in tourism, and in Croatia they are still a cost, so it is imperative to find as cheap labor as possible. Preferably Filipinos, Indians… when we no longer have robots to replace people in hotels. The working atmosphere, respect and working conditions are more important than the amount of salary, but we have fallen at all levels. People are the key to success, and their performance can be above expectations if they are satisfied and happy with working conditions and salary levels. Also, if employees are satisfied with the working environment and atmosphere, they will not go to the competition for “100 kuna” higher salary.Most hoteliers would view this famous coffee as an expense rather than an investment. Of course, if we look at an excel spreadsheet from an office in London, certainly how bookkeeping that coffee is is an expense. But the excel spreadsheet has no emotions and experiences, and there is a big difference from tourism and the real estate business i.e. the tourism industry that watches and draws profits to its limits and then resell the real estate and go to a new locationThe best marketing is peopleTo make things funnier, they bought me one plain coffee.Last year we made over 100 million overnight stays, we had customers in our showroom, did we buy them? Have we met or exceeded their expectations? Have we sold them a story, ie given the motive for their arrival to return to the pre- and post-season? So the season is extended, our guests are there, in our controlled conditions. We just have to tell them the story and it’s nice to wrap up. Also, that’s how tourist spending goes up, you know the story of why there are chocolates and those “little things” right next to the cash register in supermarkets. When you have already spent hundreds of kunas, you still do not see those few kunas as a big expense.It is cheapest to return a strict guest, and that is imperative. Have as many returning guests as possible who are loyal. They are free, there is no cost of marketing and commission, and they are still our brand ambassadors. Of course, this is a long-term process, to complete the whole story, not a sure return on investment in two or three years. But it is also a question of what kind of investors we want in our tourism or what kind of tourism and tourist product we want to have.A sign of attention, the “Make me care” philosophy must be the basis of business in tourism. Let you care about the guests. Let them feel like people, not like numbers. That is exactly the message of this story. It is the best possible marketing, the cheapest and most efficient. People make a difference, while the quality of accommodation is understood according to the categorization of the hotel. And finally, as life sometimes tells strange stories that incredibly match and complement each other, just yesterday a friend called me to recommend him where to spend his summer in Pula. You know my answer – Park Plaza Verudela. Thus, the investment of one kuna is multiplied, all thanks to the people who are at the forefront of the defense of every hotel and the most important resource in tourism.