Dutch sustainable air transport

KLM Royal Dutch Airlines operated its first ever passenger flight powered by sustainable biokerosene this Monday. To give an extra impulse to sustainable air transport, the airline company also joined hands with North Sea Petroleum and Spring Associates to establish the SkyEnergy consortium.

“KLM leads the sustainability drive in global aviation. The Netherlands should make good use of this leading position to ensure clean, silent and sustainable air transport worldwide,” said KLM President & CEO Peter Hartman, according to a company-issued press release. “This is technically feasible. We have demonstrated that it is possible. Government, industry and society at large must now join forces to ensure that we quickly gain access to a continuous supply of biofuel.

KLM founded SkyEnergy together with North Sea Petroleum and Spring Associates. The World Wide Fund for Nature (WWF) will advise the consortium in relation to ecological aspects.

The development of biokerosene is a quest that KLM is pursuing in accordance with strict financial, technological and ecological criteria.

“The food chain may not be jeopardised, and production of biokerosene should not go hand in hand with deforestation or excessive water consumption,” said Mr Hartman, adding: “The conservation of biodiversity is, of course, also a precondition. Our cooperation with WWF is both important and inspirational.”

Johan van de Gronden, director of WWF The Netherlands: “The establishment of SkyEnergy is a groundbreaking initiative. KLM’s demonstration flight serves as a concrete step towards achieving a more sustainable future. We still have a long way to go in relation to biofuels for aviation, but by investing in this manner KLM is once again taking the lead.”

“KLM has been involved in biokerosene research since 2007. With the establishment of SkyEnergy, we are accelerating development and hope to achieve a market breakthrough. Within the consortium, we have clustered expertise and experience in legislation, ecology and technology, as well as the ability to develop biokerosene in an economically viable manner. We are moving forward with great resolve, but cannot do it alone. We need the efforts and support of government, industry and broader society.”

KLM and Air France are jointly pursuing an ambitious Climate Action Plan. The fruits of this endeavour are exemplified by the fact that Air France KLM has been the sector leader on the Dow Jones Sustainability Index for five consecutive years.

You could be a Certified Revenue Management Exec

This week’s conferences in Oslo and Stockholm featured an introduction to Revenue management confirmed the need for an international certification within that field – regardless your chain affiliation or nationality. The programme, originally developed in the U.S., is currently adapted and tailored for European needs, to be launched on this website in a couple of weeks.

The global financial recession has brought about challenges we need to address, as tourism and business travels alike have taken a downturn, calling for increased focus on maximising business opportunities and revenue management.

We also need to take a closer look at marketing, and to establish how to get the most out of each penny spent, thereby improving margins. Interestingly, we see how the two Special Interest Groups Revenue management and Travel Internet marketing overlap in that respect, which is why we’ve decided to launch the two first. But we acknowledge national differences, introducing both national and pan European SIG’s.

However, we go even farther:

With seminars and the Certified Revenue Management Executive programme we wish to enable our members to optimise income for just their businesses, and it really doesn’t matter where you are, as webinars will be used extensively, both in this particular area of interest and others. What better way to maximise income, than to save both time and money?

All webinars will be held in English and in a number of European languages.

Thanks a lot to all those who have contributed to a memorable and instructive week – and to HSMAI Global’s president and CEO Bob Gilbert, who toured the Norwegian and Swedish capitals with us this week.

A peaceful and enjoyable weekend to one and all!

Ingunn Hofseth
President and CEO
HSMAI Europe

European SIG’s en route

A conference was held in Oslo this week, focusing on Special Interest Groups and Revenue management, also featuring two sessions on Travel Internet marketing, Resort marketing, an environmentally sustainable hospitality industry, and theme-based adventures. The conference drew an interested crowd from all parts of the industry, eager to set up SIG’s, initially within the fields of Revenue management and Travel Internet marketing.

“I’m thrilled that HSMAI Global’s president and CEO Bob Gilbert took the time to attend, both in Oslo and Stockholm,” HSMAI Europe’s president and CEO Ingunn Hofseth says, adding “There’s little doubt that Revenue management SIG’s are in demand, as we saw in Oslo on Wednesday”.

Huge U.S. success

Marion Hughes, vice president for business development in Intelligent Hotels, gave a lecture – and supervised workshops – on revenue management, supported by HSMAI Global’s president and CEO Robert A. Gilbert, who shared the American experiences with an interested audience, focusing on the financial situation and the importance of establishing acceptance for the ROI (return on investment) pertaining to marketing expenses. He also pointed out that revenue management and travel Internet marketing are closely linked, and, as such, quite often overlap, in terms of special interests and their groups.

“The SIG concept has been very well received in the Americas region,” Bob told us. “This has been a huge value proposition, with somewhere in-between 700 and 1200 members per special interest group, and you know, HSMAI members are free to opt into all SIG’s for free. Turns out that lots of people want to learn, and we’re only happy to comply”.

“Crucial to the SIG concept are the various groups’ advisory boards, consisting of leading professionals within their respective fields of expertise,” he says. “And the user evaluations have been nothing short of fantastic. We have sponsored whitepapers, strategy conferences, web-based toolboxes and work on numerous platforms, both through the Internet and in more conventional settings”.

Much to gain on unfiltered customer response

When it comes to social media and opening up for member and user dialogue, the HSMAI boss is surprisingly open-minded:

“From a hospitality perspective, I think we’ve only benefited from the unfiltered feedback these new media offer. Whether a company decides to act on that response or not, is entirely up to them, but it provides a whole new set of opportunities. Also, it’s changed the paradigm of marketing completely, although, granted you have to give up some of the control, but gain so much more,” he says.

“We shouldn’t fear criticism. Criticism is good. And you know, sometimes, issuing an apology, if criticism is due, can earn you lots and lots of customer trust”.

When asked about the chief challenges facing the hospitality industry today, Mr. Gilbert replies unhesitatingly:

“The threat of new standards on all levels of travel and hospitality, especially in the corporate market. Travel and conference expenditures have been kept at a minimum throughout the global recession. We see this in all regions of the world, and I think we need to address that challenge, the sooner the better. If the industry allows that level to establish itself as the new normal, we’re all in deep trouble,” the global president and CEO concludes.

European Revenue Management Executive certification on the way

The author of this article also gave a lecture on travel Internet marketing, for an equally interested audience, eager to make use of the opportunities offered through blogs, Facebook, Twitter, YouTube – and the plethora of social media outlets available today.

“I’m happy to say that a special interest group for travel Internet marketing is en route already,” says Ingunn Hofseth, who, by the way, has become quite the Internet socialite herself over the last couple of months. “But that’s not all,” she says. “In a matter of weeks we’re ready to launch a European certification programme on Revenue management, entitling the graduates to use the CRME (Certified Revenue Management Executive) designation, which has proved a great success in the Americas region, and which fills a void in the European hospitality industry’s follow-up studies,” Ingunn concludes, promising more news on the matter in two weeks.

Top photo: Norwegian HSMAI members from all parts of the industry listened carefully as Marion Hughes and Bob Gilberts shared their experiences with Revenue management in Oslo on Wednesday 18 November. Mobile photo: Jarle Petterson

London comes in last

For the first time, the hotel price comparison www.trivago.co.uk has compared European cities on the basis of the popularity of their hotels. Hotels in Dresden received the highest ratings from travellers. Hotels in the classic city break destinations, such as Amsterdam, Copenhagen and London had the worst ratings. The results were brought together in a Reputation Ranking.

The trivago Reputation Ranking is an analysis of the European hotel industry and its touristic popularity. It is based on 2.7 million hotel reviews for 13,000 hotels in 50 European cities. With an average of 81.39 out of 100 Dresden is the number one city in the Reputation Ranking. Closely followed by Bruges with 80.08 points and Bologna with 78.71 points; the city at the river Elbe has some of the most popular hotels in Europe. Hotels in the Austrian city of Salzburg are also highly favoured by travellers. With an average of 78.59 points, Salzburg is in fourth place in the overall European top list. With 78.10 points, Venice just makes it into the top five.

London’s hotels have the worst reputation in Europe

British cities barely make it into the European Reputation Ranking. Hotels in the English capital, London (69.89) is ranked last Birmingham’s hotels second last with 70.90 points. The city of Edinburgh has the best online reputation in the United Kingdom, in 29th place with 75.23 points. The Greek capital – Athens – is in 46th position with 72.69 points, the Danish capital Copenhagen (71.26 place) in 48th place. Not much better are the overall ratings for hotels in Amsterdam (71.56, place 47) and Paris (72.93, place 44).

Read full story at Hospitality.net

French-Dutch traffic decline

According to a press release from Air France/KLM the October passenger load factor went up, with 1.3 points, to 82.5 percent, with capacity reduction (-5.6 percent) exceeding decline in traffic (-4.1 percent). The companies also saw a slight improvement in cardo, with a 67.7 percent load factor.

In other words, traffic once again declined less than capacity, leading to a 1.3 point improvement in load factor, to 82.5 percent. All networks, apart form Africa and the Middle East, saw higher load factors. The group carried 6.3 million passengers.

Although unit revenues remained under pressure, they recorded a lesser decline.

Photo: An Air France A320 landing at Paris-Charles de Gaulle. Photographer: Philippe Delafosse