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Home » News » Business » Mounting competition forces Cresta to innovate

Mounting competition forces Cresta to innovate

Publishing Date : 19 June, 2017

Author : AUBREY LUTE

The new entrants into the hotel tourism sector in Botswana and especially in Gaborone has put unrelenting pressure on the Cresta Group’s market share. The Acting Managing Director of Cresta Hotels, Stutchbury, Glenn Charles says this has effect on volumes and room rates through increased room stock and discounting affected the resultant revenues.


According to the Annual Report, 2016, Cresta saw a moderate growth in revenue compared to the preceding year. On top of the ever present challenge of mounting competition, coupled with customers with access to instant information and ever increasing expectations, there were other challenges that Charles and his team had to grapple with.


The closure of the BCL and Tati mines generally reduced the levels of business activity in Selebi Phikwe and Francistown respectively. The three hotels operated by Cresta in these centres have consequently experienced lower occupancies than prior years, observes Charles in his report.


Changes in the Government procurement system are also hitting hard on the Cresta Group.  “Policies introduced by the Government, the single biggest source of business for us, in the form of simplistic (i.e. not like-for-like) approach to tendering for hosting conferences, and the granting of per diems to travelling workers (as opposed to purchase orders), have also cost us significant conferencing business and drawn many guests away from us to smaller, lower rated lodges, against whom we cannot realistically compete based solely on price,” further observes Charles.


The challenges are not only being experienced in Botswana, Cresta Golfview in Lusaka, Zambia, experienced an unexpected three-month drop in occupancies around the time of the country’s general elections in August 2016. Overall volumes reduced by 4.8%.

MEETING THE CHALLENGES

But Charles and his team are not folding their arms as market dynamics call for innovation and creativity. He writes that: “despite the challenges the benefit of our Group is the balance we get from our size, geographical spread and combination of both leisure and corporate hotels. I am pleased that the exceptional performance in Cresta Mowana, outstanding performance in Cresta Jwaneng, Cresta Rileys and Cresta Mahalapye resulted in the Group achieving an increase in profit before tax of 32.5% over 2015.”


While accepting that challenges continue to mount for the Group business, Charles writes that he has no doubt that the company is ideally structured, sufficiently experienced and adequately resourced to compete in this ever changing industry, and continue to deliver satisfactory returns on its shareholders’ investment.


The Acting General Manager’s confidence is based on focusing on fundamentals – amidst all the challenges and developments in the hotel and tourism industry in which the Group operates, they are maintaining their steady and unmovable focus on the most valuable resource - the our employees. “Training and people development continues to be at the heart of our philosophy, tradition and strategy. This is central to how we intend to deliver on our brand promise of excellent service filled with African heart and soul.”


Charles points out that the constant stream of young indigenous Batswana coming up through the ranks and reaching the level of hotel General Manager. Information Technology is also key as the Group has also embarked on a complete upgrade of all major systems – property management, banqueting management, point of sale and stock control. “These will see our hotels controls improving on the one side and on the other an ability to integrate directly into the online opportunities for reservation delivery and we will see significant growth in this channel of delivery.”


The Cresta Group intends to do more aggressive and effective marketing and selling – in addition to continuing to recognise and to keep Cresta Hotels visible – by way of sales visits or calls, post-sales feedback and tendering – to our key customers in the local market, we will also continue to maintain a presence at relevant regional and international tourism and travel exhibitions. Cresta’s broad footprint across Botswana – a total of 11 hotels in 8 different major centres – is a significant advantage over many of our direct competitors, says Charles.

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