BUSINESS MONITOR outside the box
Printwear for the hospitality industry is big business. Marketing expert, PAUL CLAPHAM, delves deeper to discover more opportunities for sales within this burgeoning sector.
T
he hospitality industry is big, as in very big. It employs some 2.4 million people, making it the fifth largest employment sector in the UK. In addition it creates a significant level of employment in the supply chain. Total turnover is estimated at £90 billion and foreign exchange earnings are £7.4 billion.
Current trends are good, too. The quarter to April saw visits to Britain increase by 5% and then there are the Olympic Games. Travelodge Group have predicted an increase in the number of Brits taking a holiday in this country, although the poor spring weather might work against that. Whatʼs more significant for P&P readers is that this sector is enthusiastic about printwear. Uniform, covering everything from chefsʼ apparel to front-of-house suits, is increasingly common. Also, because there is a high level of staff turnover in hospitality, that creates regular new demand for product. The hospitality sector is rather different from lots of other areas in what it expects to get from printwear. Unlike many service suppliers itʼs not a sales tool designed for throwing your name around wherever the wearer happens to be. Instead it does its work on the business premises.
Especially in busy hotels or restaurants a key benefit is staff recognition. Little is more frustrating for a customer than being unable to find or recognise a staff member when they need help, or indeed want to buy something. Also, given that a lot of staff in these businesses are young, a uniform adds a certain authority when they are dealing with older more experienced customers.
Check the websites of the big groups, look at their operating style under career opportunities and a phrase that reappears time and again is ʻteam- buildingʼ. Indeed, part of the career path is expressed as becoming a team leader. Depending on the size of operation there are a number of different teams to
| 20 | August 2012
www.printwearandpromotion.co.uk Time to think
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