11.15AM: BENCHMARKING AND PERFORMANCE MEASUREMENT
EXPERTS discussed the challenges with benchmarking and obtaining hotel performance data, and how the industry can work together with the regulatory body, as well as data providers to establish a standardised reporting system. The Qatar Tourism Authority (QTA) recently announced a partnership with STR to develop benchmarking services for Qatar’s hospitality industry, but challenges remain for hoteliers.
“But when it comes to analysing big data, comparing apples to apples is not easy — the reality is that expenses differ in every hotel, but the benchmarking criteria remains consistent,” said Fraser Suites West Bay Doha general manager Sushil Sharma.
The proposed benchmarking services from QTA are aimed to provide analysis and insights to guide planning and promotional activities and performance measurement.
“More in-depth data is now being gathered, and the trend towards new information gathering requirements is being addressed, namely more credibility and consistency across all indicators, this is key. However, organisations that collect data could be more involved on a property to property basis in order to be more involved with what is happening on the ground,” added Sharma.
“Qatar wants to implement a minimum standard for mid-market properties too; from our point of view we can’t enforce standards, but they do help in collecting fair data that represents the market” said STR MENA area director Philip Wooler.
TrustYou Middle East regional manager Mohamad Ibrahim Masri noted that data is to be used to plan every aspect of operations and to review progress. “These are real benchmarks that define your growth, and the growth of the industry too,” he said.
Speaking on QTA’s decision to develop benchmarking at this time, Ròya International director of business development Rabih Feghali said: “This needs to be done right; commercially viable hotels are required, restrictions on classification must not impact growth, and new classifications are to be looked at in a positive way, and that authorities are not preventing progress.”
This was moderated by Colliers International senior manager — hotels MENA region Saahil A. Lalit, and also included Grand Hyatt Doha Hotel & Villas EAM Tufan Kobanbay.
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