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8 February 2002 "Know Your Customer": HSMAI Conclusion Discounting Is Not the Answer HSMAI Report - your customer was the consensus advice from the various experts speaking at the the Industry Forward strategic conference sponsored by the Hospitality Sales & Marketing Association International (HSMAI) at the Marriott Marquis in New York. The conference, a second in a series of new Executive THINKs since the events of Sept. 11 put the travel industry into a tail spin, was created to help hospitality, travel and tourism industry executives focus on solutions to the dilemma that faces many companies as a result of the economic downturn and resulting drop in both business and leisure travel. Dr. Lalia Rach, Associate Dean, Tisch Center for Hospitality, Tourism and Travel Administration, New York University, moderated the conference and urged delegates to beyond a season of enormous challenges to see the good in the future. GETTING BACK TO BASICS: Bonnie Reitz, senior vice president sales and marketing for Continental Airlines, keynoted the conference by urging delegates to back to basics. Echoing the consensus focus on your customer, she said we ask where do people want to go and what will they pay? Reitz detailed Continental four-part Go Forward plan explaining, focused on our market strength and stopped doing things that didn make money. One of the key factors in Continental turnaround success is its revitalized corporate culture in which the employees recognize that are people, too, and want the same recognition, Reitz said. Ray George, engagement manager with Prophet, Inc., warned delegates, are no longer a point of difference and all you do is compete on price you cannot win. |
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