TOURISM

&
MARKETI
HOSPITAL
NG
J O S H U A L I B A O

ITY
Six Sigma

Six Sigma is a highly structured and data-driven methodology for

process improvement and problem-solving. It was originally
developed by Motorola in the 1980s and later popularized by
companies like General Electric.

The primary goal of Six Sigma is to identify and eliminate

defects, errors, and variations in processes to improve efficiency,
reduce waste, and enhance overall quality.
Six Sigma

Six Sigma uses two main methodologies:

• DMAIC (Define, Measure, Analyze, Improve, Control): This

is used for improving existing processes.

• DMADV (Define, Measure, Analyze, Design, Verify): This is

used for designing new processes or products.
Six Sigma

Data-Driven Approach

Six Sigma relies on data and statistical analysis to measure and

control process performance. It uses tools and techniques like
control charts, process capability analysis, regression analysis,
and hypothesis testing.

Continuous Improvement

Six Sigma is not a one-time initiative but a continuous process of

improvement. It aims to create a culture of ongoing excellence
within an organization.
Six Sigma

Defect Reduction

The primary goal is to reduce defects to a level that is statistically

equivalent to less than 3.4 defects per million opportunities,
which corresponds to a Six Sigma level of performance.

ROI-Focused

Six Sigma projects are expected to provide a return on investment

(ROI) by reducing costs, improving quality, and increasing
customer satisfaction.
Six Sigma - Defect Reduction
DMAIC Process
Six Sigma in the Hospitality Sector

Define

• Identify the critical aspects of your hospitality or tourism

operation that need improvement. This might include check-
in/check-out processes, housekeeping, dining services, tour
management, or guest experiences.
• Set clear objectives and define the specific problems or
opportunities for improvement.
• Identify key performance indicators (KPIs), such as guest
satisfaction scores, occupancy rates, or average service
delivery times.
Six Sigma in the Hospitality Sector

Measure

• Collect data related to the identified processes and KPIs to

understand the current performance.
• Use surveys, guest feedback, internal operational data, and
other sources to obtain relevant information.
• Establish a baseline measurement to assess the current state of
processes.
Six Sigma in the Hospitality Sector

Analyze

• Analyze the collected data to identify the root causes of issues

or areas of inefficiency.
• Use data analysis tools, such as Pareto charts, process maps,
and regression analysis, to pinpoint the most critical factors
affecting the identified problems.
• Prioritize the areas for improvement based on data-driven
insights.
Six Sigma in the Hospitality Sector

Improve

• Develop and implement solutions to address the root causes

and enhance the identified processes.
• Collaborate with cross-functional teams to make necessary
changes, which may include process redesign, staff training,
technology integration, or other improvements.
• Implement pilot projects to test the proposed changes on a
small scale, monitor results, and make adjustments as needed.
Six Sigma in the Hospitality Sector

Control

• Establish control mechanisms to ensure that the improved

processes are maintained over time.
• Develop standardized operating procedures and training
programs to guide employees in following the new processes.
• Continuously monitor KPIs and implement corrective actions
if deviations occur.
Six Sigma in the Hospitality Sector

Sustain

• Create a culture of continuous improvement within the

hospitality or tourism organization.
• Encourage ongoing training and development for employees
to maintain and further improve processes.
• Regularly review and analyze performance data to identify
new opportunities for enhancement.
Six Sigma in the Hospitality Sector
Example
Define

• Problem Statement: The travel agency has identified a

significant increase in customer complaints related to booking
errors, long processing times, and inconsistencies in the tour
booking process.
• Project Goals: Improve the tour booking process to reduce
errors, decrease processing time, and enhance customer
satisfaction.
• Key Metrics: Metrics to track may include the average
booking time, error rate, customer satisfaction scores, and the
number of customer complaints related to booking.
Six Sigma in the Hospitality Sector
Example
Measure

• Identify Process Steps: Document and map the current tour

booking process, from initial inquiry to final booking
confirmation.
• Data Collection: Gather data on current process performance,
including booking times, error rates, and customer feedback.
• Benchmarking: Compare the current process metrics with
industry standards or best practices to identify areas for
improvement.
Six Sigma in the Hospitality Sector
Example
Analyze

• Root Cause Analysis: Analyze data to identify the root causes

of booking errors and processing delays. Common issues may
include data entry errors, lack of standardized procedures, or
communication breakdowns.
• Fishbone Diagram: Create a fishbone diagram to visualize the
potential causes of errors or delays, considering factors such
as people, processes, equipment, and environment.
• Data Analysis Tools: Utilize statistical tools and software to
identify patterns and trends in process data.
Six Sigma in the Hospitality Sector
Example
Improve

• Solutions Development: Develop and prioritize solutions

based on the root cause analysis. Potential solutions may
include:
⚬ Standardizing booking procedures and forms.
⚬ Implementing a digital booking system to reduce data
entry errors.
⚬ Enhancing staff training and communication.
⚬ Implementing a double-check system for booking
accuracy.
• Pilot Testing: Implement selected improvements on a small
scale or in a specific department to evaluate their
effectiveness.
• Feedback Collection: Collect feedback from employees and
customers during the pilot phase.
Six Sigma in the Hospitality Sector
Example
Control

• Standard Operating Procedures: Document and communicate

standardized booking procedures to all employees.
• Training: Provide training to staff on the new procedures and
any technology or systems being introduced.
• Monitoring: Continuously monitor key metrics (e.g., booking
time, error rate, and customer feedback) to ensure that
improvements are sustained.
• Quality Control: Implement regular quality checks and audits
to ensure that the process remains error-free.
Six Sigma in the Hospitality Sector

As the tourism industry is highly customer-centric,

it's crucial to maintain a focus on improving
customer satisfaction throughout the DMAIC
process. By consistently measuring and controlling
the process, the travel agency can ensure that the
improvements are sustained and customer
complaints are reduced, ultimately leading to a better
customer experience.
Six Sigma in the Hospitality Sector
Benefits of applying Six Sigma in the hospitality and tourism
industry may include

• Improved guest satisfaction and loyalty.

• Enhanced operational efficiency, leading to cost savings.
• Reduced defects and errors, such as booking inaccuracies,
check-in mistakes, or service lapses.
• More effective resource allocation, including staff scheduling,
inventory management, and tour planning.
• Better decision-making based on data-driven insights.
• Increased competitive advantage in the hospitality and
tourism sectors.
Six Sigma in the Hospitality Sector

The application of Six Sigma in hospitality and

tourism should be customized to address the specific
challenges and objectives of each organization. It
requires a commitment to data-driven decision-
making, a structured approach to problem-solving,
and a willingness to create a culture of continuous
improvement.
Future of Hospitality and Tourism Marketing

The future of hospitality and tourism marketing is

evolving rapidly, driven by changing consumer
behaviors, emerging technologies, and global trends.
To stay competitive in this dynamic industry,
businesses must adapt to the following key trends
and considerations:
Future of Hospitality and Tourism Marketing

Personalization

Hyper-personalization will become more

sophisticated, with businesses using data analytics
and artificial intelligence (AI) to provide
individualized recommendations and experiences for
travelers. Tailoring marketing messages, offers, and
itineraries to match each traveler's preferences and
behaviors will be crucial.
Future of Hospitality and Tourism Marketing

Content Marketing

High-quality, engaging content will continue to be a

fundamental aspect of marketing in the industry.
Travel businesses will focus on storytelling, user-
generated content, and immersive experiences to
inspire and engage travelers.
Future of Hospitality and Tourism Marketing

Sustainability and Eco-Tourism

With growing environmental concerns, travelers are

increasingly seeking sustainable and eco-friendly
options. Marketing strategies will emphasize green
practices and responsible tourism, attracting
environmentally conscious tourists.
Future of Hospitality and Tourism Marketing

Digital Marketing and Online Booking

Digital platforms will remain central to marketing

efforts. SEO, social media advertising, and
partnerships with online travel agencies (OTAs) will
continue to play a vital role in attracting customers.
Direct booking campaigns will also become more
prevalent.
Future of Hospitality and Tourism Marketing

Augmented and Virtual Reality (AR/VR)

These technologies will offer travelers virtual tours

of accommodations, destinations, and attractions.
AR/VR experiences will help travelers make more
informed decisions and plan their trips with greater
confidence.
 Future of Hospitality and Tourism Industry

The option of personalized 3D food printing is just one of the innovative technological solutions in the
tourism and hospitality industry. The Henn-na Hotel in Huis Ten Bosch, Japan is the first hotel in the
world, where customers are served exclusively by robots. At another Asian location in China, there are
24/7 cafés that follow the no-staff business model of Amazon Go. As for the restaurant market, the
Chinese food brand Wufangzhai has recently opened the first unmanned restaurant in Hangzhou, capital
city of east China’s Zhejiang Province.
Future of Hospitality and Tourism Marketing

The future of hospitality and tourism marketing will

be marked by a blend of technology, sustainability,
personalization, and a deep understanding of traveler
preferences. Embracing these trends and consistently
innovating in marketing strategies will be essential
for success in the industry.