Georges Panayotis: Customer turned dictator?
In just a few years customers have changed visibly. Surely you have noticed, but to what extent? Steeped in the marketing principles of the previous decades, we are still trying to find our bearings, to try to break down a population that is increasingly resistant to any classification. The X, Y Z generational approaches are a reassuring way to feel as if we have identified, analyzed and understood them… Can we be so certain?
Not so long ago, customers were paradoxical customers, whose behavior changes with their desires and means. They have progressively become consum-actors, concerned about the significance and consequences of their purchases. Now they have become community consum-entrepreneurs, who create their products and services while they buy them. The sharing economy has naturally begun to ride the wave of the latter two trends while advocating responsible, shared, economic consumption and above all inventing products and services that the existing big companies did not think to suggest.
Marketing is changing dimension and running after new behaviors rather than being ahead of them and sensing them in advance. In the 90s, a major manufacturer of audio-visual products was proud to affirm: “You dreamed about it? Sony did it”. Today, he who can tell what the hotel customer is dreaming today or tomorrow is truly clever. Marketing is no longer prospective, it is intuitive. The customer confidently tells to marketers: “I use the product I really want, not the one you think I want.”
The boundaries between manufacturers and consumers, particularly in terms of services, have been dismantled. The same couple can, one weekend, in exchange for some cash, be an attentive and nearly professional AirBnB host to another couple of “guests” on a quest for discovery, authenticity, conviviality…. And these roles can be inversed the following week or month. The disintegration of the commercial circuit model is underway, and where it will end is unknown.
Today’s generations no longer know or no longer wish to accept the old rules. Communications about collaborative start-ups insist on freedom and an absence of restrictions. The customer becomes autonomous and questions everything. It’s no longer enough to be king; they dictate their conditions without worrying too much about detail. Georges Clooney may continue to shout out “What else?” to convince us his coffee is self-evident; but customers well start asking “So what? What is so extraordinary about it that I cannot live without it? And what if I prefer to share my cup of coffee at the kitchen counter with my host du jour, who shares his quarters with me?”
The customer is increasingly eternally dissatisfied, search for a dream, an instant, a sensation, a pleasure, often divided. Social and economic, philosophical and existential conventions, like so many reassuring boundaries for community life, seem to be dissolving. Good or bad? Who is to judge? Is this just simple transition or a mutation towards a new kind of society known as participatory? Too soon to say! These are all challenges, but the Chinese would call them opportunities that must be taken on.
Like active bifidus, what happens inside shows on the outside. Changes in ways of thinking will result in different ways to consume, get around, eat, seek accommodations, travel. More than ever, the marketing of tomorrow will be reactive, seizing upon each micro change. Whence the same need to invent a hotel supply that can evolve, that is easily adaptable, increasingly putting mind over matter without neglecting the essentials in the 21st-century customer’s panoply of needs. It would be a mistake to think they will give up their gadgets, on the contrary they will use them to express themselves, to express their wishes in real time. Good luck! It won’t be easy to manage!
GEORGES PANAYOTIS, PRESIDENT & CEO - MKG GROUP
Georges Panayotis is President of MKG Consulting. Born in a family of hoteliers for three generations, Georges Panayotis, 51, left Greece at the age of 18 to pursue his studies in Political Sciences and to obtain his Master in Management at the French University of Paris Dauphine. He then joined the Novotel chain, which will become the Accor Group, to manage the International Marketing Division. After developing specific marketing tools for the hotel industry, he left the group in 1986 to start his own company, MKG Conseil, now MKG Group. In twenty years, the group has become the European leader in studies and consulting for the Hospitality industry. The company employs over 100 people in four departments: marketing studies, database, quality control and trade press, with two publications HTR Magazine and Hotel Restaurant Weekly. The company helped the development of over 2,000 hotels in France and in Europe, with offices in Paris, Cyprus, London and Athens. Georges Panyotis is the founder of the Worldwide Hospitality Awards and the Hotel Makers Forum, and the author of several publications on Marketing and Operations in the hotel business, He is a regular consultant for several television channels, among which Bloomberg Television, and radio networks.
RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations , Greek travel market, Greek tourism statistics, Greek tourism report
17/04 21:06
Thessaloniki Port: Performance growth for 2023 with record container throughput
17/04 20:57
Traffic regulations imposed in Athens for the 41st Peace Marathon on Sunday
17/04 20:52
17/04 18:15
Greek Foreign Minister addresses the 9th Our Ocean Conference in Athens
17/04 17:12
16/04 21:02
NHM hosts the Trial of Pericles at the Harris Theater in Chicago on April 17
16/04 20:17
Greece will invest $830 million to protect marine biodiversity
16/04 01:46
New York Greek Independence Parade honors 1821 and solemn Cyprus Anniversary
16/04 01:35
Olympic Games Paris 2024: Olympic Flame to be lit at Ancient Olympia in Greece
16/04 00:29
European Committee of Regions and UN release study on Rural Tourism
15/04 20:41
15/04 19:58
Minister: Greece is transforming into a hub for exporting quality agri-food products
15/04 18:51
Greek Environment Minister meets Chinese Deputy Minister of Natural Resources
13/04 00:13
UN Tourism and Croatia to launch Research Centre for Sustainable Tourism
12/04 00:03
2024 marks a critical year in the enduring strength of Greek-German relations
12/04 00:00
11/04 22:07
Ambassador: US committed to upgrade of Greek military and support NATO's SE flank
11/04 19:40
Hellenic Pride on display at rainy Chicago Greek Independence Day Parade
11/04 02:06
Delphi Economic Forum IX: Energy collaboration a 'key' in Greek-Bulgarian relations
11/04 01:58
UN Tourism launches investment guidelines for Albania sector
10/04 19:01
Greek FinMin: New package of economic measures in 2025 to lower taxes, raise pensions
10/04 18:25
Greek city of Nafplion hosts Mediterranean Yacht Show for ninth year running
09/04 23:57
Greek PM on Tilos: Innovative projects for a cyclical economy are of key significance
09/04 23:55
UN Tourism members promote agenda for Europe as region leads global recovery
09/04 23:46
HFS presents 1968, Rousing Docudrama about Greece’s First European Cup April 21
09/04 22:48
Stolen 7th-century BC oenochoe returned to Greece by Hanover museum, municipality
09/04 22:42
Greek civil servants confederation ADEDY to strike on May 21
09/04 21:55
Greek Migration Minister meets Senior US Coordinator for Lawful Migration
08/04 23:48
08/04 23:41
Elliniko-Argyroupoli Mayor marches in Greek Independence Philadelphia Parade
08/04 21:53
Project Voria casino complex in Maroussi moving ahead after environmental report
08/04 21:36
Minister: Up to 120 delegations to take part in 9th Our Ocean Conference in Athens
08/04 19:22
Direct flight from Shanghai to Athens offers access to key tourism market for Greece
08/04 18:31
AI conference to attract distinguished speakers to Thessaloniki on April 25-27
04/04 23:28
City of San Jose marks March 25 with 16th Annual Greek Flag Raising Event
04/04 22:16
Urban plans published for seven townships in Thessaloniki and Attica of Greece
04/04 17:24
FinMin: The new EU economic and fiscal framework is good for Greece
04/04 15:30
Greek PM meets with the chiefs of the international pharmaceutical manufacturers
04/04 00:15
Deputy Minister for Macedonia-Thrace meets US Embassy Deputy Mission Chief
03/04 20:12
Syracuse AHEPA Chapter 37 marks March 25th Greek Independence Day
03/04 18:10
Greece's Delphi Economic Forum on April 10-13 to focus on 'The Great Transition'
03/04 16:42
Minister: Industrial production has returned to the pre-crisis levels in Greece
02/04 18:06
30/03 23:21
Eleni Gatzoyiannis scholarship offered to Greek students at Boston University
29/03 16:44
3rd edition of 'This is Athens - City Festival' with 250+ events from May 1 until June 2
29/03 15:53
Athens Metro station Aghia Varvara to stay closed on Saturday and Sunday
29/03 13:55
Greek Foreign Minister for Economic Diplomacy concludes visit to Montenegro
29/03 12:00
29/03 11:51
28/03 18:41
Attica Region to channel 640 bln euros to services of vulnerable and disadvantaged groups
28/03 17:32
Greece to auction three-month T-bills on April 3, 2024 in a book entry form
28/03 15:46
Greece's Meteora Pyli Geopark added to UNESCO Global Geoparks network
28/03 14:44
IPTO announces framework agreement tender for undersea power cables in Greece
28/03 11:49
IOBE: Construction sector in Greece records robust growth and good prospects
26/03 23:51
St. Thomas Hellenic School honors 1821 and the Feast of the Annunciation in NJ
26/03 21:59
PM at Economic Club of Canada: Greece is an attractive investment destination
26/03 17:56
Greek State budget primary balance reaches a surplus of 3,378 million euros
26/03 11:45
Ancient Messene to get upgraded visitors' facilities after approval by Council
23/03 17:43
New requirements for 'Golden Visa' program to kick in on March 31
23/03 16:49
Athenians continue to head out of the Greek Capital for March 25 long weekend
23/03 16:47
Greek Parliament lights to be turned off for Earth Hour 8:30-9:30 pm
22/03 21:54
US President on Greek Independence Day: Alliance with Greece stronger than ever
22/03 19:51
High diplomacy and geopolitics at Delphi Economic Forum IX in Greece
22/03 19:32
Tax authorities enable payments with foreign bank cards in Greece
22/03 14:19
22/03 00:24
Greece ranks first on list of countries with fastest business environment progress
22/03 00:02
Hellenic Police acquires first electric VAN-type highway patrol vehicle
21/03 22:41
21/03 15:33
Unseen Museum presents "The stele of the twin babies" exhibition in Athens
20/03 22:48
Health Minister: 95% of Greek hospitals to perform afternoon surgeries
20/03 21:52
Greek Deputy Minister of Justice meets delegation from US Embassy in Athens
20/03 21:44
Greek Interior Minister to visit United States and Canada on postal vote
20/03 20:55
Philadelphia Icarians mark 85th Anniversary and organize Apokriatiko Dance
20/03 18:01
Development Minister: We continue the battle against high prices in Greece
19/03 22:28
President of the Hellenic Republic meets her Ethiopian counterpart in Athens
19/03 20:57
19/03 20:25
FinMIn: Moody’s analysis records significant progress in the Greek economy
19/03 11:15
Sector chiefs report: Good news for Greek tourism in 2024 at ITB Berlin
18/03 22:20
American Hellenic Educational Progressive Association honors Past Supreme President
16/03 13:01
Greek Deputy Foreign Μinister meets her Slovenian counterpart in Athens
16/03 12:56
Greek-Canadian Diaspora to welcome Greek Prime Minister to Toronto
16/03 11:28
Greek Migration Minister visits refugee hosting facilities in Kavala, Drama and Serres
15/03 21:50
Greek Minister announces conference on defence ecosystem in Athens from Lithuania
15/03 13:45
PM: More than 80 hospitals and 156 health centres being upgraded in Greece
15/03 12:55
Piraeus Port and Genoa Chambers of Commerce ink memorandum of cooperation
14/03 23:43
President of Hellenic Republic meets Prime Minister of Slovakia in Bratislava
14/03 22:58
American Express report highlights Global Travel Trends during 2024
14/03 22:52
Four hospitals in Attica Region already organizing afternoon surgical procedures
14/03 22:49
US Ambassador to Athens: More flights from the United States to Greece and Thessaloniki
14/03 22:43
Greek archaeologists discover ten ancient shipwrecks off Aegean island of Kasos
14/03 19:32
No new intubations for Covid-19 recorded in Greece for the first time
14/03 18:36
Extra road safety measures adopted for Greek pre-lent carnival and Clean Monday
14/03 14:48
14/03 12:54
Electric buses to be deployed on the streets of Athens and Thessaloniki by May
13/03 22:23
13/03 20:11
Prices of basic lenten products either lower or equal to last year's in Greece
13/03 19:15
US Ambassador to Athens: Greece secures NATO readiness via Alexandroupolis
13/03 17:19
13/03 12:26
Greece shows new costumes for revamped Olympic Flame-lighting ceremony
12/03 22:46
Epirotes Society of Philadelphia ‘Omonia’ organized 16th Annual ‘Tsipourovradia’
Thessaloniki Port: Performance growth for 2023 with record container throughput
Traffic regulations imposed in Athens for the 41st Peace Marathon on Sunday
Greek Foreign Minister addresses the 9th Our Ocean Conference in Athens
Greece will invest $830 million to protect marine biodiversity
NHM hosts the Trial of Pericles at the Harris Theater in Chicago on April 17
Olympic Games Paris 2024: Olympic Flame to be lit at Ancient Olympia in Greece
European Committee of Regions and UN release study on Rural Tourism
New York Greek Independence Parade honors 1821 and solemn Cyprus Anniversary
Minister: Greece to support Bulgaria and Romania in joining the Schengen zone
Greek Environment Minister meets Chinese Deputy Minister of Natural Resources
Greek Minister of Culture: Revenues from visitors to the Athens Acropolis rise in 2023
Kyvernitis Travel Group chooses Sabre to streamline payment processes and automating routine tasks
Prime Minister: Greece is Serbia's most stable ally in its European prospect
Public transport, ferry and taxi strikes in Athens on Wednesday
American Hellenic Institute Golden Jubilee celebration Includes concert on April 12
Prescription cannabis for medicinal use legally available in Greece for the first time
3-year stay and work permits approved for 30,000 undocumented migrants in Greece
The Festival of Greek Dances takes place in the Metropolis of San Francisco
Wyndham: New growth cycle in Greece for the largest hotel chain franchise in the world
Greek supermarkets record rise in value and decline in volume of FMCG sales
Greece is represented by 60 firms at GULFOOD 2024 exhibition
Greek Prime Minister arrives in Doha to be received by Sultan bin Saad Al Muraikhi