In a post-truth world experiential innovation by
Posted on 15 May 2019 by Jonathan Steyn
Management Fundamentals

In a post-truth world experiential innovation by hospitality leaders is crucial

In a post-truth world experiential innovation by hospitality leaders is crucial


To break into the estimated $115 billion annual spend on travel by the Chinese market, South African hospitality leaders must focus on what matters emotionally and culturally for this market.

In the post-truth world facts seldom matter. Nowadays, the lines between fake and real are so fuzzy that most people struggle to tell the difference between the two or are complicit in the fakery (as in reality TV). The truth is that no matter how many features your rooms have or how informative your tours are, if you can’t sell the emotional, symbolic or cultural benefits of your experience, you’re doomed as a hospitality leader. In the post-truth world people are persuaded by what’s meaningful to them and what’s meaningful is often intangible. People buy experiences that are memorable, unique and attractive.

Counterintuitively, what also matters in the post-truth world is delivering authentic experiences. Most hospitality guests want to experience transformation and having an insider’s view of the host’s world often brings about such personal change. This emic perspective is what delivers value to hospitality guests, creating resonance and enduring loyalty.

What matters in particular nowadays is cultural sensitivity because it’s a significant emotional trigger. A challenge for hospitality leaders is to create novel ways of cultural connection to influence the emotional state of guests. In the case of the burgeoning Chinese traveller market, several global destinations are actively focusing on this as a differentiator. Dubai, for example, has initiated and promoted programmes to help service industry staff in all areas evolve a protocol-aware understanding of Chinese travellers.

An estimated 130-140 million Chinese travellers are travelling every year, and that number is growing. Chinese tourists spent an estimated $115 billion on their travels in 2017, according to a Forbes report. South Africa currently welcomes around 100 000 people from that country annually, and Chinese Ambassador Lin Songtian’s grand vision is to eventually increase Chinese tourist numbers to SA to half a million. But tourism drives will struggle to compete unless the hospitality industry also comes to the party in innovative ways.

To compete for a share of the Chinese tourism market spend, effective hospitality innovation should focus on creating unique, memorable, and transformative experiences. Where it hasn’t already, the hospitality sector has to embrace the experiential economy as a key consideration in its strategy. That is to say, not to just sell the piece of cake, but also the feeling that accompanies how it is presented and consumed.

What do Chinese people traditionally value? How are they respectfully addressed? What are the protocols and traditions around receiving guests or customers? Importantly, what does research tell us about their travel habits? These are the types of questions addressed by a service industry engaged in an experiential economy. The idea is that in addition to being able to promote local attractions, hospitality staff is able to do so in ways that are familiar, pleasing and attractive to Chinese values. How we begin the experiential cycle is crucial in this respect and WeChat or Ctrip presence (which is more familiar to the Chinese market) may sometimes be more effective than expecting trade from traditional Western avenues like Booking.com or TripAdvisor. 

Back in 2018, CEO of Dubai Tourism Issam Kazim said of its strategy to target Chinese travellers: “Our aim is to not only market and promote Dubai as the ‘must visit’ holiday destination to consumers in China... but also to collectively enhance the Chinese consumer experience through future-focused solutions during their travel to Dubai.” It seems to be working. Dubai boasted around 91% of the Chinese traveller component to the UAE in 2017, which in and of itself had grown by some 40% over the three years preceding.

South Africa has more than its fair share of marketable, often unique attractions for tourists - we regularly cite the likes of Cape Point, Table Mountain, the Winelands, and our National Parks. But to take a lesson from Dubai and the UAE, we may ask what specific identity is being conveyed when it comes to the experience of visiting them. How is our service - our hospitality, as it were - attractive compared to other destinations, which may have similar or unique attractions and appeal of their own?

Once travellers are here, we can also look to things like whether our accommodation offerings, websites, location-specific advice or marketing materials are adaptable to Chinese needs.  Having Mandarin-speaking staff (as adopted by some traders in Dubai) may be ambitious, but if we’re serious about making a Table Mountain visit especially meaningful for the Chinese visitor, perhaps information brochures or pamphlets in Mandarin are an option to consider.

Some hotel chains in the UAE have gone so far as to offer Mandarin and Cantonese TV channels, products and welcome packs. Staff are briefed on Chinese social etiquette and customs, like not assigning visitors to fourth floor accommodations. What may seem like a little thing may translate to a world of difference if customers feel their needs have been considered and catered for.

Technological compatibility is another area in which to expand our offering. Chinese online platforms like WeChatPay or AliPay could prove invaluable to investigate and adopt - by March 2018 more than 870 million users were signed up to Shanghai-based AliPay alone. Travellers often concern themselves with payment solutions when travelling to a foreign country. What better plus than to announce that we already accommodate for it?

In all of this, we must not forget authenticity. The idea is not to completely disguise what makes us different from other destinations. The trick remains in addressing the service needs and sensibilities of this particular traveller, while maintaining our “South Africanness”. A lot of these considerations come down to whether hospitality industry leaders see tourism drives and trends as opportunities, and whether they can infuse a desire to provide that elusive once-in-a-lifetime experience in their staff.

Granted, there are caveats. Government and tourism face tough challenges in developing easier travel options, and negative perceptions around our ongoing power and crime situations aren’t helping.

But there are concerted efforts to tackle those issues, promote easier travel here and reaffirm South Africa’s attractiveness. “We need to make it easier for Chinese tourists to come here,” former Tourism Minister Derek Hanekom told attendees at a Chinese New Year function in February, referring to initiatives to simplify visa processes, among other things.

Should efforts succeed on a technical and diplomatic front, we also need to make it more personally desirable for Chinese tourists to come. It will fall to the hospitality sector to provide the authentic experiences that justify word-of-mouth marketing and return patronage, to realise Ambassador Lin Songtian’s tourism numbers ambition.

Jonathan Steyn convenes the Hospitality Leadership Programme at the UCT Graduate School of Business.


MORE ON Management Fundamentals

CEMS report 1
Management Fundamentals

Three lessons for employers from the CEMS The Future-Forward Workforce report

The CEMS Master in International Management programme is a launchpad to an international career. But these careers are evolving as new generations of graduates with new attitudes and ideas are entering the workforce. We take a look at the findings of a recent CEMS workplace research report, and what it means to future leaders and their employers.

Read Article
Posted on 30 August 2024 by UCT GSB Press Office
Stemming 690x345
Management Fundamentals

Stemming the Talent Exodus and Securing SA's Future Pipeline

Excerpt from "Stemming the Talent Exodus and Securing SA's Future Pipeline" event and key take-aways from the UCT GSB Alumni Department.

Read Article
Posted on 21 September 2023 by Alumni Relations Dept
Azvir R
Management Fundamentals

More purpose, more flexibility, more empathy – what’s really driving ‘The Great Resignation’?

The record number of people leaving their jobs in 2021, mainly in the US, has given rise to the term ‘The Great Resignation’ or ‘The Big Quit’. We asked the UCT GSB's Azvir Rampursad and Rayner Canning for their insights into this trend.

Read Article
Posted on 10 February 2022 by Azvir Rampursad
Hamida Parker Poor quality food control
Management Fundamentals

Poor quality control leaves a bad taste in consumers’ mouths

The recent spate of food quality failures going back to the country’s deadly listeriosis outbreak in 2018 reveals the damaging health consequences and reputational damage that can flow from a single ‘bad batch’.

Read Article
Posted on 17 January 2022 by Hamieda Parker
Hamida Parker How Toyota’s approach to making cars
Management Fundamentals

How Toyota’s approach to making cars can aid vaccine production in Africa

As African countries seek to ramp up production of COVID-19 vaccines, they are running into several obstacles including supply chain and quality control issues. Could Lean Thinking, a manufacturing ethos developed in car factories, help local vaccine manufacturers up their game at this critical time?

Read Article
Posted on 3 December 2021 by Hamieda Parker
Kumeshnee West five tips for leaders in knowledge
Management Fundamentals

Five tips for business leaders in the COVID-accelerated knowledge economy

The COVID-19 pandemic has created a business environment that demands a different kind of leader to ensure organisations are able to adapt and thrive.

Read Article
Posted on 24 September 2021 by Kumeshnee West
Wayne Borchardt Overconfidence: the mother of all
Management Fundamentals

Overconfidence: the mother of all biases

People say confidence is key; but overconfidence is a serious risk in decision-making. This is especially pertinent for business leaders with a lot on the line. If they fail to question their beliefs with sufficient rigour, things could end in disaster.

Read Article
Posted on 22 September 2021 by UCT GSB Press Office
Professor Mignon Reyneke - How local retailers can
Management Fundamentals

How local retailers can reap the most from the e-commerce boom

When COVID-19 hit, many South African companies without an online presence were not equipped to deal with the closing of retail stores. Those now scrambling to catch up will need to put customers at the heart of their e-commerce strategy.

Read Article
Posted on 15 September 2021 by Mignon Reyneke
Four sure ways to promote diversity at top levels
Management Fundamentals

Four sure ways to promote diversity at top levels

Researchers from the UCT Graduate School of Business asked black South African men and women what needs to change in the workplace to encourage them to apply for top jobs, here’s what they said.

Read Article
Posted on 5 August 2021 by Babar Dharani
The lack of economic complexity is South Africa’s
Management Fundamentals

The lack of economic complexity is South Africa’s real economic problem

South Africa needs to build a resilient and productive economy that fosters rapid learning, adaptation to new conditions, technological innovation, and the expansion of goods and services to an ever-widening group of products. And this can only happen with the assistance of the state rather than despite it.

Read Article
Posted on 26 July 2021 by Thomas Koelble
HYBRID WORKING MODEL - MEDIA
Management Fundamentals

How to ensure the success of the hybrid working model

After more than a year of remote working, many organisations recognise its benefits, but are also conscious of its challenges. What can organisations do to ensure the hybrid working model is a success?

Read Article
Posted on 22 June 2021 by UCT GSB Press Office
Beverly Shrand - Healthy workplaces are foundation
Management Fundamentals

Healthy workplaces are foundational for a healthy society

Business has a critical role to play in fostering diversity and inclusion and building healthier workplaces and societies in the wake of the crisis.

Read Article
Posted on 20 May 2021 by Beverly Shrand
David Venter - Negotiation skill
Management Fundamentals

Negotiation should be seen as an opportunity for both sides to win

To avoid a shutdown over wage negotiations, we need to find what both parties value.

Read Article
Posted on 12 May 2021 by UCT GSB Press Office
Geoff Bick -franchise
Management Fundamentals

Trust and support key to whether franchises thrive or perish

COVID-19 has decimated SMEs in South Africa, can the lessons of past successes of franchises help them to rebuild?

Read Article
Posted on 10 May 2021 by Geoff Bick
Elanca Shelley PGDip - time to leave VUCA world be
Management Fundamentals

It is time we leave the VUCA-world behind

At the risk of drying up the book royalties of hundreds of business authors who have built their careers around it, VUCA is on its way out and a new framework has emerged to replace it.

Read Article
Posted on 15 April 2021 by Elanca Shelley
Veronica - Media
Management Fundamentals

Leading well in the time of a pandemic

Cultivating kindness and empathy could be a leader’s greatest asset in these challenging and unprecedented times.

Read Article
Posted on 6 April 2021 by Veronica Royston
Mignon Reyneke - Q&A
Management Fundamentals

Are women more likely to be vulnerable consumers?

World Consumer Rights Day is commemorated on 15 March. Since it’s also International Women’s Day in March, we asked the UCT GSB’s Associate Professor Mignon Reyneke, to share some insights into some of the consumer issues associated specifically with women.

Read Article
Posted on 3 March 2021 by Mignon Reyneke
KW KW- ICON
Management Fundamentals

Bold measures necessary to make up for women’s losses during COVID-19

As the world commemorates International Women’s Day on 8 March — this year hashtagged #ChooseToChallenge — countries must take stock of the setbacks working women have suffered over the COVID-19 pandemic, and imagine new ways forward.

Read Article
Posted on 2 March 2021 by Kumeshnee West
Dr Badri Zolfaghari - media
Management Fundamentals

Psychological safety in the virtual workplace

What are the main barriers to creating psychological safety in the workplace and how can this be achieved in a virtual environment?

Read Article
Posted on 8 February 2021 by UCT GSB Press Office
Hamieda Parker Media - Making teams stronger
Management Fundamentals

Making teams stronger and more productive in difficult times

Fear is rising in workplaces around the world - both for those working from home and in offices. A recent study shows 63% of South Africans are concerned they may lose their jobs in the next 12 months.

Read Article
Posted on 14 January 2021 by Hamieda Parker
Cape Talk
Management Fundamentals

What's your people strategy for 2021?

Remember the days when you shook hands enthusiastically with clients and colleagues just before sitting down together at the meeting table? Sharing pens to scribble down ideas during a brainstorming or team building session?

Read Article
Posted on 23 November 2020 by Azvir Rampursad
among trust - media
Management Fundamentals

Remote work has built — rather than broken — trust among colleagues. Here’s how

The COVID-19 crisis has forced a massive shift towards remote work. What are the implications of this shift for trust in the workplace? Such trust plays a crucial role in how we coordinate, cooperate, reciprocate, and respond to risk and uncertainty.

Read Article
Posted on 13 November 2020 by Badri Zolfaghari
crucial skills - media
Management Fundamentals

It’s only small talk - but losing it may cost businesses big time

As lockdowns prevent teams from having their organic face-to-face interactions and ‘water-cooler’ conversations, critical skills are being lost with knock-on effects for productivity and employee wellbeing. Here are four ways managers and leaders can counteract the trend.

Read Article
Posted on 12 November 2020 by Kumeshnee West
If times are hard - media
Management Fundamentals

If times are hard, try getting to know yourself a bit better

Finding a good coach during difficult times can give you new tools to understand yourself and develop healthier ways to navigate your life and work.

Read Article
Posted on 12 November 2020 by Craig OFlaherty
Kirby - media
Management Fundamentals

Transparency and integrity go a long way, especially in a crisis

It is Kirby Gordon’s job to convince people it is OK to fly again, one many challenges he’s had to tackle in the past few months, which have seen him draw on the skills he gained during his MBA a decade ago.

Read Article
Posted on 26 October 2020 by UCT GSB Press Office
How to network and create impact - MEDIA
Management Fundamentals

How to network and create impact in a virtual world

How can graduates entering the workforce in the midst of a global pandemic, position themselves to make connections and create impact in order to ensure career mobility or enhance their employability?

Read Article
Posted on 15 October 2020 by Veronica Royston
Cape Talk
Management Fundamentals

Will remote working become the norm after COVID-19?

The COVID-19 pandemic has disrupted almost all industries. The future worker and workspace has evolved considerable and there may be no going back. What should companies be doing to prepare for the new normal? What are the key trends and skills that are going to be in high demand? Accelerate CEO Ryan Ravens spoke to Kieno Kammies.

Read Article
Posted on 21 September 2020 by UCT GSB Press Office
Building an agile hospitality industry - Media
Management Fundamentals

Building an agile hospitality industry

As local tourism begins to pick up, the hospitality industry is feeling some relief from the massive blow it sustained during lockdown. Some might even be feeling that things are returning to how we knew them to be. And while we should savour this little bit of hope, the truth is things have changed forever and we must change along with them.

Read Article
Posted on 15 September 2020 by Jonathan Steyn
lady with girl
Management Fundamentals

What should companies be doing to ensure that they can manage employee well-being?

Research shows that promoting employee well-being and health can help prevent stress and create positive working environments where individuals and organisations can thrive.

Read Article
Posted on 29 July 2020 by UCT GSB Press Office
new new manager - media
Management Fundamentals

Five top tips for first time managers

Moving into a managerial role can be stressful and many new managers feel overwhelmed and unsure of themselves. But there five simple things they can do to boost their confidence and thrive.

Read Article
Posted on 29 July 2020 by Mzoxolo Gulwa
STB
Management Fundamentals

Addressing culture and context to successfully do business in Africa

Standard Bank teamed up with the UCT GSB to co-create a powerful learning partnership that helps its managers across Africa build stronger client relationships and foster long-term profitability.

Read Article
Posted on 11 March 2020 by UCT GSB Press Office
Diamonds used to be synonymous with the language o
Management Fundamentals

Disruption in the diamond industry

Technological innovation and dramatic changes in consumer preferences are disrupting the diamond industry, and this has serious implications for job security in Africa.

Read Article
Posted on 14 February 2020 by Babar Dharani
How to get women into the boardroom faster
Management Fundamentals

How to get women into the boardroom faster

While breaking into the male-dominated world of senior management is tough, there are a few things women can do to make it easier for themselves while climbing the corporate ladder — all the way to the top.

Read Article
Posted on 4 February 2020 by Kumeshnee West
Social Megatrends Media
Management Fundamentals

Three social megatrends that are shaping the future of tourism

SA tourism must work to capitalise on the social megatrends that are influencing how and why people travel, and what they look for when they do.

Read Article
Posted on 22 January 2020 by Sabine Lehmann
 Can Integrated Reporting Media
Management Fundamentals

Can Integrated Reporting bridge the widening trust gap between business and society?

Integrated reporting is taking off globally and is giving corporations a framework within which to rethink their models for value creation and rebuild dwindling trust with stakeholders.

Read Article
Posted on 22 August 2019 by Mark Graham
 Professional women inch Media
Management Fundamentals

Professional women inch forward in the fight for gender equality

More women are reaching senior levels of management in business than ever before, with the pay gap between men and women also shrinking, but this does not mean that the struggle women face in getting to the top is over.

Read Article
Posted on 19 July 2019 by Kumeshnee West
kelly de cock - media
Management Fundamentals

Soft skills rule in the 'hard' world of finance - Kelly de Kock (MBA)

Kelly de Kock (MBA 2011) has forged a high-flying career in the financial services industry and her current role as Chief Operating Officer for Private Client Securities, Treasury, and Fiduciary Services at Old Mutual Wealth combines her love of solving technical challenges with a finely-tuned ability to manage people skilfully.

Read Article
Posted on 4 May 2019 by UCT GSB Press Office
To realise value, SA Wine needs to speak with one
Management Fundamentals

To realise value, SA Wine needs to speak with one voice

TO REALISE VALUE, SA WINE NEEDS TO SPEAK WITH ONE VOICE

Read Article
Posted on 25 April 2019 by Jonathan Steyn
Where will you be Media
Management Fundamentals

Where will you be when an AI machine is sitting on the Board?

Industry 4.0 is redefining business and restructuring organisations; so what skills do you need to have as a manager to stay relevant?

Read Article
Posted on 20 March 2019 by Kumeshnee West
Branding is simply another word for reputation
Management Fundamentals

Branding is simply another word for reputation

Woolworths’ 2019 Valentine’s Day gaffe was a textbook case in how not to manage a brand. A brand is essentially an extension of an organisation’s reputation, and this needs to be managed carefully and with consistency from day one.

Read Article
Posted on 1 March 2019 by Raymond Van Niekerk