While waiting for the next edition scheduled in Riva del Garda from 5 to 8 February 2024, the 48a Hospitality – Salone dell’Accoglienza presented its new advertising campaign. A communication project that focuses on the value of the people who make every hospitality experience unique.
And precisely to highlight and focus on the value of people and hospitality professions, the international fair has chosen to place the emphasis in the new campaign on “The People Industry”.
48a Hospitality: the human factor
The importance of “The People Industry” is confirmed precisely in the economic data concerning Italy. Where the direct and indirect impact produced by the hospitality industry – from food to beverage, from wellness to outdoor – has reached 6.9% of GDP (Tourism Satellite Account 2023 Index data), generating 4.5 million jobs, of which 3.4 million are permanent.
“The Ho.Re.Ca. sector is driven by passion and dedication to deliver exceptional experiences to its customers. In order for it to continue to grow in a rapidly evolving world, it is essential to take into account the needs of the people who make up its beating heart – declared Alessandra Albarelli, general director of Riva del Garda Fierecongressi –. With this idea the 2024 communication campaign was born which reflects the constant attention of the event towards the challenges that the sector faces on a daily basis and focuses on the importance of promoting a culture of inclusion, continuous training and social responsibility within the industry ”.
48a Hospitality: new professionalism
Protagonists of the “real” professionals campaign. In fact, the owners and staff of Hotel Al Sorriso Green Park & Wellness and Rivabar – High Quality Drink are at the center of the campaign which leads the guest to reflect on the importance of each professional figure. Concierge, chefs, hotel managers, bartenders, sommeliers, receptionists, those in charge of housekeeping: all of them, with commitment, attention and professionalism.
“It is a matter of constantly evolving professionalism, both due to the change in the needs and priorities of guests and the ever-increasing importance, as now in all sectors, of information technology –. This is the comment of Giovanna Voltolini, Exhibition Manager of the 48a Hospitality www.hospitalityriva.it –. The use of AI and its applications has in fact contributed to the birth of new professions and to the reskilling and upskilling of more traditional ones, such as waiters and concierges. We can talk about a two-way digitalisation, both in the technological management of hospitality and in the integration of digital precision, in which Ho.Re.Ca. investments. are constantly growing, with the competence and human empathy that guarantees greater personalization of services aimed at the well-being of the guest”.
Among the “new” jobs, for example, the sommelier 2.0 who in wine tourism, in addition to managing the wine list, follows the promotion of the products, or the digital waiter, who coordinates orders coming from digital platforms.