Philippe M. Rubod is a pragmatic and visionary hospitality expert, with a special focus on luxury hotels & resorts, upscale destinations and trendy restaurants.
His business journey spans over 30 years and 3 continents: Europe, the Middle-East and the USA.
In 2014, he founded Swiss Hospitality Global, a swiss based consulting and project development company.
Along with 7 high profile hospitality professionals, he provides Swiss-grade solutions and bespoke support to worldwide based clients.
At this point in time where luxury hospitality faces an unprecedented challenge, Philippe straightforwardly shares with vendom.jobs his reflections on threats and opportunities for the Swiss and the global tourism industry.
Vendom.jobs - We still are in a very uncertain period? What is your current analysis of the situation of hospitality and tourism sectors in Switzerland?
Philippe RUBOD - To appraise current situation in Swiss tourism, it is critical to firstly understand where we are coming from. Reality shows that Covid19 crisis sadly follows an exceptionally long period of stagnation for Swiss tourism and hotel industry sectors. Between 1970 and 2016, Switzerland has recorded a 0% growth rate in annual hotel room nights (35 Million, flat), while worldwide tourism witnessed a steep 700% growth of international tourist arrivals during those 46 years (170 Million in 1970, vs 1,2 Billion in 2016). Only recently, between 2016 and 2019, Switzerland saw a 2,5% growth per annum in hotel room nights. What happens now can therefore be described as a major and challenging - hence exciting - moment of truth for tourism and hotel industry in our country history.
V.J.- Could you present us Swiss Hospitality Global?
Ph. R. - Established in 2014, Swiss Hospitality Global is a great team of 8 experts, all with strong background in luxury hospitality, all passionate about hospitality. Hotels, resorts, restaurants, and tourist destinations - existing or in development -, are our core competence. In Switzerland and around the world, we provide tailor-made advice and relevant project development or operations-related solutions/support to investors (private or institutional), operators (independent or corporate), and government institution active in the world of hospitality.
Our values are drawn from our Swiss DNA: respect, integrity, precision, trust, reliability, excellence, and service. Most recently, we proudly have signed a partnership with Preferred Hotels Group, world’s largest collection of independent luxury hotels and resorts, whereby we will be able provide our expertise to their consulting division (PHG Consulting) and reach out to over 700 affiliate members.
V.J.- What could be the assets of Swiss hospitality and tourism industries to bounce back?
Ph. R. - Swiss stability and safety are world known for centuries. So are Switzerland’s unspoiled nature/landscapes and sustainable approach to development and lifestyle. Rock solid assets as these together make a great and tangible base for developing Swiss tourism market share further, in an ever-more unpredictable and riskier world. When it comes to authenticity and reliability, Switzerland also ranks first. However, this is no longer enough for addressing today’s reality. Switzerland being rated world no 1 country for innovation almost every year, this also must translate in tourism sector if we want to create conditions for a speedy and durable recovery.
V.J.- What would be the points to improve?
Ph. R. - The spirit and vision of Swiss tourism pioneers/entrepreneurs that have dared to build the highest luxury hotels on top of the Alps, as well as amazing and world-famous tourist infrastructures over a century, between 1850 and 1950, must be recaptured. Ambition, disruption, creativity, innovation, fun, and the ability to think big and long term are key to fuel Swiss tourism future. Investing is paramount. We have done it before, we have led the pack, we can and must do it again.
V.J.- From this standpoint, what is the role of Swiss Hospitality Global regarding the necessity of a renewal? The kind of tools and services it offers to the sector?
Ph. R. - In the current crisis more than ever, we excel in our hands-on approach based on crisis experience and creativity. We mostly act as “doctors” for our clients: this means we carefully consult first, then diagnose with Swiss precision, and finally provide relevant treatment and bespoke support for a speedy recovery. Be it product (re)positioning, designing new concepts, effective cost management, streamlined operations, impactful digital marketing, powerful revenue management, tailor-made recruitment, fine culinary, press relations, coaching and training, client or employee stronger engagement, meaningful company culture, and even Swiss-grade security.
We also manage longer term projects or assets and are active in the hotel-related real estate sector where we anticipate a surge in transactions over the next 24-36 months. We are known for our ability to maximize our clients potential and assets and to deliver tangible results. Unlike larger organizations, we are agile, fast, flexible, and proactive. Our human approach in whatever we do also is where we make a difference.
V.J.- In your point of view, what should be the future strategies of the hospitality industry to be able to face another crisis?
Ph. R. - The strength of an organization lies in its capacity to manage the unpredictable. Some also say that the most successful people or companies are the ones with the best Plan B… Knowing this, it is fair to witness that hospitality industry in general lacks sense of anticipation. Take Covid19 pandemic for example. For over the past 20 years, epidemiologists from all over the world have publicly voiced their concern about a highly probable situation as the one we are now facing.
Meanwhile, what did the travel and tourism industry do to anticipate? Whether in hotel rooms design, like concepts allowing to swiftly turn 3 guestrooms or more into independent and fully fitted apartments, for those many guests who would seek or need a confinement with service. Or a flexible design concept allowing to easily turn some guestrooms into hospital rooms anytime. In other words, being creative to allow maintaining some operations/activities in a different paradigm. Or cleaning/disinfection processes that are effective enough, whatever the circumstances, not to force certain hotel brands to do massive marketing campaigns based on this topic only to reassure their guests. Which may not be the most “inspiring” message for travellers when it comes to selling “unforgettable” guest experiences. Or simply build up a permanent and large enough stock of masks in every property, that would be generously distributed to guests and associates whenever situation requires.
Same with cruise and airline companies. It is impossible to figure out designing large cruise ships or airplanes, capable of safely transporting some potentially or effectively contaminated passengers or staff without spreading the disease among the rest. No doubt hospitality and travel professionals must and will learn from current situation to be more farsighted for the next crisis.
V.J.- Do you think we are living a long term « local » consumption of tourism?
Ph. R. - First, one should never forget that tourism, be it business or leisure, be it local or globalized, is world’s most effective “weapon” for peace. The very essence of tourism is to allow people travel, discover and meet other people, culture, geographies, tastes, and latitudes. This creates more awareness, consciousness, new openness, and education. In a nutshell, everything the world needs the most today. So local tourism “consumption” is part of this paradigm too. And if a crisis makes, for some time, people better enjoy their neighbours and their own country – which is key too –, so be it. And many times, much rewarding. But broader perspectives, combined with an eagerness for discovering the unknown and the new is our human DNA. We are programmed for this and nothing can stop us. Today on planet Earth. And tomorrow in outer space.
V.J.- What is your current motto?
Ph. R. - In every threat lies an opportunity.
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