Swiss hotel industry: booking platforms as the biggest challenge

In January 2017, Hotelleriesuisse surveyed almost 2,000 members on the current situation in tourism. The 251 participating lodging establishments saw the greatest need for action in currency, costs, skilled labor and online booking platforms. "The fight against high cost levels is a priority for hotelleriesuisse," emphasized association president Andreas Züllig at today's Switzerland Tourism media conference. "Our country can no longer afford the abusive Switzerland surcharges." That is why hotelleriesuisse is at the forefront of campaigning for the Fair Price Initiative.Following the franc shock in 2015, price pressure remains high. Nevertheless, 62% of those surveyed were able to maintain their winter prices compared to the previous year. In winter 2015/16, the figure was only 49%. This stabilization is a crucial prerequisite for the industry's profitability and ability to invest. According to the survey, hoteliers want to continue to drive innovation and investment and position themselves through special quality. Hotel stars and specialization categories such as snow sports, golf or hiking hotels play an important role here. In order to address new guests, 30% are strengthening their online marketing.New profession and new work models for qualified personnelThe second major challenge mentioned by the respondents was the recruitment of suitable employees. With the newly created profession of hotel communication specialist EFZ, the industry is counteracting the shortage of skilled workers. The basic training, which teaches skills related to direct contact with guests, marketing and administrative work, is meeting with great interest among young people. Whether reception, sales or human resources: After completing their apprenticeship, hotel communication specialists have a wide range of career paths open to them.It is not only in training that the industry is breaking new ground. In the guide "Future of the Labor Market in the Hotel Industry", hotelleriesuisse uses best practice examples to show how hoteliers are proceeding to find and retain staff. Seasonal businesses in the cantons of Ticino and Grisons, for example, are taking their cue from the sharing economy and "sharing" employees. Thanks to "employee sharing," these employees receive a year-round position. In winter, they work in Graubünden, in summer in Ticino.Fight against the gagging contracts of online booking platformsAccording to the survey results, online booking platforms represent the third biggest challenge for Swiss accommodation businesses. Since a large proportion of hotel overnight stays are nowadays booked via international online booking platforms, it is imperative for hoteliers to be represented on these platforms. However, this presence is very expensive due to exorbitant conditions. The platforms not only charge high commissions, but also impose price regulations on hotels for their own websites. "These encroachments on entrepreneurial freedom are absolutely unacceptable," Andreas Züllig held. "On the hotel's own channels, the costs are significantly lower. Hoteliers who want to pass this advantage on to their customers should be allowed to do so." hotelleriesuisse is backing the Bischof motion, which seeks to ban the "gagging contracts of online booking platforms." "Our neighboring countries have already reacted with bans. Now Switzerland must also take action," demanded the hotelleriesuisse president.Brighter prospectsIn the hotelleriesuisse member survey, many establishments expect a slight easing. "I am impressed by the attitude of the hoteliers. They have picked themselves up after the franc shock and are using their room for maneuver in this difficult phase," concludes Andreas Züllig. However, overall tourism demand continues to be heavily dependent on the development of the Swiss franc, and a fundamental stabilization can only be expected in the medium term.