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Bruce Wienberg VP, Operations, Best Western Hotels & Resorts¡°º£½ºÆ® ¿þ½ºÅÏ ºê·£µå °¡Ä¡ÀÇ ±Ø´ëÈ­¸¦ âÃâÇÏ°Ú´Ù¡±
ÀåÁø¼ö ÆíÁýÀΠ |  hoav@daum.net
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¡ã Bruce Wienberg Vice President, Operations

What is your purpose of visit to Korea?
Best Western in Korea took its first step since 2001 and I have known that Best Western Korea has hosted numerous meetings and trainings for General Managers for years. I visited Seoul to support and encourage Korea office by giving presentation to train our GMs.
I am sincerely appreciate and honored to interact and share thoughts and comments. Best Western refreshed our logos and launched new brands such as Vib and Best Western Executive Residency. Due to Best Western's brand refreshment, it is significantly important to reach out to executives of our member hotels.
º£½ºÆ® ¿þ½ºÅÏÀÌ 2001³â Çѱ¹¿¡ óÀ½ ÁøÃâÇÑ ÀÌ·¡, º£½ºÆ® ¿þ½ºÅÏ Çѱ¹ Áö»ç´Â ÃÑÁö¹èÀÎ ¹ÌÆðú ±³À° ÇÁ·Î±×·¥À» ¿î¿µÇØ ¿Ô´ø °ÍÀ» ¾Ë°í ÀÖ¾ú½À´Ï´Ù. Àú´Â ÃÑÁö¹èÀÎ ¹ÌÆÿ¡ ÇÁ¸®Á¨ÅÍ·Î Âü¼®ÇÏ¿© ¹Ì±¹ º»»çÀÇ »õ·Î¿î ¿î¿µ ¹æħÀ» ¾Ë¸®°í ÃÑÁö¹èÀÎ ´ë»óÀÇ ±³À°À» µµ¿ï »Ó¸¸ ¾Æ´Ï¶ó Çѱ¹ÀÇ ÃÑÁö¹èÀεé°ú ÀÇ°ß ±³·ùÀÇ Àå¿¡ Âü¼®ÇÏ°íÀÚ Çѱ¹À» ¹æ¹®ÇÏ°Ô µÇ¾ú½À´Ï´Ù.
±Ù·¡ º£½ºÆ® ¿þ½ºÅÏÀº »õ·Î¿î ·Î°í¸¦ ¼±º¸¿´°í ¹ÙÀÌºê ¹× À̱×Á¦Å¥Æ¼ºê ·¹Áö´ø½Ã¿Í °°Àº ½Å±Ô ºê·£µå¸¦ ·ÐĪÇÏ¿´½À´Ï´Ù. ÀÌ·Î ÀÎÇØ Àú´Â Çѱ¹ ³»ÀÇ °¢ üÀÎÈ£ÅÚÀ» ´ëÇ¥ÇÏ´Â ÃÑÁö¹èÀδԵé°úÀÇ ¸¸³²À» À̹ø ¹æÇÑÀ¸·Î ¼º»ç½ÃÅ°°íÀÚ Çß½À´Ï´Ù.

During your visitation to Korea, what are things that you did?
As I mentioned, I was fortunate to have chances to visit our member and owners of hotels in Seoul. As Vice President of Best Western International, it was full of opportunities to hear owners' needs.
ºñ·Ï ªÀº ÀÏÁ¤À̾úÁö¸¸, ÃÑÁö¹èÀÎ ±³À° Âü¼® »Ó¸¸ ¾Æ´Ï¶ó ¼­¿ï¿¡ À§Ä¡ÇÑ º£½ºÆ® ¿þ½ºÅÏ Ã¼ÀÎÈ£ÅÚµéÀ» ¹æ¹®ÇÏ¿´°í Çѱ¹ È£ÅÚµéÀÇ ÇöÀå ºÐÀ§±â¸¦ ´À³¥ ¼ö ÀÖ¾ú½À´Ï´Ù. ¶ÇÇÑ ¿À³Ê(Owner)µé°úÀÇ ÀÇ°ßÀ» ±³È¯ÇÒ ¼ö ÀÖ´Â À¯ÀÍÇÑ ½Ã°£À» °¡Á³½À´Ï´Ù.

What are the roles for Vice President at Best Western International?
I oversee more than 4,000 properties internationally. My roles as Vice President of Operation are to inspect their Quality Assurance to maintain BW's global brand standard to exceed our member's expectation, to hear carefully customers' satisfaction and feedback from Medallia which is one of the advanced online guest satisfaction survey system. Listening customers' voices is very important, because it is the most honest but best way to find guests' needs.
“º£½ºÆ® ¿þ½ºÅÏÀÇ ½Å±Ô ·Î°í´Â ÇØ¿Ü À¯¼öÀÇ È£ÅÚ °ü·Ã ±â¾÷µé¿¡°Ôµµ ±àÁ¤ÀûÀÌ°í µ¿½Ã¿¡ ºê·£µå ÀÎÁöµµ¸¦ °í°´¿¡°Ô °¡¼ÓÈ­ ½Ãų ¼ö ÀÖ´Â ·Î°í·Î¼­ ÀÎÁ¤ ¹Þ¾ÒÀ¸¸ç À̸¦ ¹ÙÅÁÀ¸·Î ºê·£µå °¡Ä¡ÀÇ ±Ø´ëÈ­¸¦ âÃâÇÒ ¼ö ÀÖ´Â ±â¾÷ ÁßÀÇ Çϳª·Î ¼±Á¤ µÇ¾ú½À´Ï´Ù. ¶ÇÇÑ, ½Å±Ô ·Î°íÀÇ º¯È­¿Í ÇÔ²² ÀúÈñ º£½ºÆ® ¿þ½ºÅÏÀº Áö¿ªº°·Î ÀÌ¿¡ ¸Â´Â ´ë´ëÀûÀÎ ¸¶ÄÉÆà Àü·«À» ¼¼¿ì°í ÀÖ½À´Ï´Ù.” Àú´Â º£½ºÆ® ¿þ½ºÅÏ ÀÎÅͳ»¼Å³ÎÀÇ ºÎ»çÀåÀ¸·Î¼­ Àü ¼¼°è 4õ¿© °³ÀÇ Ã¼ÀΠȣÅÚÀÇ ½Ã¼³°¨»ç¸¦ ÃÑ°ýÇÒ »Ó¸¸ ¾Æ´Ï¶ó °í°´ ¸¸Á· ¼­º£ÀÌ ½Ã½ºÅÛÀÎ ¸Þ´Þ¸®¾Æ¸¦ ÅëÇØ º£½ºÆ® ¿þ½ºÅÏ Ã¼ÀÎÈ£ÅÚÀÇ ¼­ºñ½º Á¦°ø Áö¿ø ¾÷¹« ¹× ºê·£µå ¸Å´ÏÁö¸ÕÆ® ¾÷¹«¸¦ ÃÑ°ýÇÏ°í ÀÖ½À´Ï´Ù.

What are the purposes & values (meanings) of Best Western's both CI & BI renewals?
Our traditional logo served its role really well for several decades. We wanted to show "how Best Western is changing" to catch up rapid visual trend by evolutionary refreshment of logo to satisfy guests needs. Several major companies such as Google, Pepsi, or Starbuck's refreshed their brands in short period terms; however, our brand refreshment is not just amendment. BWI surveyed to major hospitality related companies and business partners and drew big positive feedbacks. Our logos were nominated as one of the most innovative brand identities from several prestigious institutions. BWI and BW Korea will continuously cooperates and communicate to support our members regarding logo changes. Furthermore, Best Western will advertise by using distinguished marketing strategies by region.
±âÁ¸ÀÇ º£½ºÆ® ¿þ½ºÅÏ ·Î°í´Â ¼ö½Ê ³â µ¿¾È º£½ºÆ® ¿þ½ºÅÏÀ» ´ëº¯ÇÏ¿´°í ±× ¿ªÇÒÀ» ¼º½ÇÈ÷ ¼öÇàÇØ ¿Ô½À´Ï´Ù. ÇÏÁö¸¸ µ¿Á¾ ¾÷°è »Ó¸¸ ¾Æ´Ï¶ó Ÿ ¾÷°èÀÇ µ¿ÇâÀ» ºñÃß¾î ºÃÀ» ¶§ ±âÁ¸ ·Î°íµéÀº Å©°í ÀÛÀº º¯È­¸¦ ÅëÇØ ¼ÒºñÀڵ鿡°Ô ÇØ´ç ºê·£µåÀÇ º¯È­¿Í Çõ½ÅÀ» ¼±º¸¿© ¿Ô±â¿¡, ÀúÈñµµ º¯È­ÇÏ´Â Æ®·»µå¸¦ ³õÄ¡Áö ¾Ê±â À§ÇØ °ú°¨ÇÏ°Ô »õ·Î¿î ·Î°í¸¦ ¼±º¸ÀÌ°Ô µÇ¾ú½À´Ï´Ù. º£½ºÆ® ¿þ½ºÅÏÀÇ ½Å±Ô ·Î°í´Â ÇØ¿Ü À¯¼öÀÇ È£ÅÚ °ü·Ã ±â¾÷µé¿¡°Ôµµ ±àÁ¤ÀûÀÌ°í µ¿½Ã¿¡ ºê·£µå ÀÎÁöµµ¸¦ °í°´¿¡°Ô °¡¼ÓÈ­ ½Ãų ¼ö ÀÖ´Â ·Î°í·Î¼­ ÀÎÁ¤ ¹Þ¾ÒÀ¸¸ç À̸¦ ¹ÙÅÁÀ¸·Î ºê·£µå °¡Ä¡ÀÇ ±Ø´ëÈ­¸¦ âÃâÇÒ ¼ö ÀÖ´Â ±â¾÷ ÁßÀÇ Çϳª·Î ¼±Á¤ µÇ¾ú½À´Ï´Ù. ¶ÇÇÑ, ½Å±Ô ·Î°íÀÇ º¯È­¿Í ÇÔ²² ÀúÈñ º£½ºÆ® ¿þ½ºÅÏÀº Áö¿ªº°·Î ÀÌ¿¡ ¸Â´Â ´ë´ëÀûÀÎ ¸¶ÄÉÆà Àü·«À» ¼¼¿ì°í ÀÖÀ½À» ¾Ë·Áµå¸³´Ï´Ù.

In terms of operation-wise, what are main current issues of Best Western?
Reinforcement of changing our CI & BI to all properties is our first main issue. As I mentioned earlier, the logo is brand-new. It is very important that our members in Korea will experience benefits from new logo change without unnecessary incidents and concerns.
By end of this year, completion of 2 Way Property Management System installations is our second major issue. All of North American BW hotels finished 2 Way PMS installation in 2009; we learned that 2 Way PMS is efficient and is generating extra revenue compared to as it was before.
Thirds is competing against new competitors such as OTAs and Airbnb. They have become a major threat to hotel industry. However, BW is trying our best to turn this challenge to opportunity. Crisis management is the last but not the least. As you know, the hotel industry is one of fast trends industry. I take this issue more carefully, because operation is a full package of crisis management.
º£½ºÆ® ¿þ½ºÅÏ Ã¼ÀÎÈ£ÅÚµéÀÇ ½Å±Ô ·Î°í ±³Ã¼ ¹× ¼³Ä¡ ¿Ï·á°¡ ÀúÈñÀÇ ÃÖ¿ì¼± °úÁ¦¶ó°í º¼ ¼ö ÀÖ½À´Ï´Ù. ÀϺΠ¼öÁ¤ÀÌ ¾Æ´Ñ ¿ÏÀüÈ÷ »õ·Î¿î ·Î°í¸¦ ¼±º¸¿´±â¿¡, Àü ¼¼°èÀÇ ¸ðµç º£½ºÆ® ¿þ½ºÅÏ Ã¼ÀÎÈ£ÅÚµéÀº °´½Ç ³»ºÎÀÇ ºñÇ°¿¡¼­ºÎÅÍ È£ÅÚ ¿ÜºÎÀÇ ´ëÇü °£Æǹ°±îÁö ½Å±Ô ·Î°í¿¡ ±ÔÁ¤¿¡ µû¶ó ·Î°í »ç¿ëÀÌ Çã¶ôµÈ ¸ðµç ¹°Ç°À» Á¦ÀÛ ¹× ±³Ã¼ÇØ¾ß ÇÕ´Ï´Ù. ¹°·Ð º£½ºÆ® ¿þ½ºÅÏÀº üÀÎÈ£ÅÚµéÀÌ À§¸¦ ÁøÇàÇÔ¿¡ ÀÖ¾î üÀÎÈ£ÅÚµéÀÇ ºÒÇÊ¿äÇÑ Â÷ÁúÀÌ »ý±âÁö ¾Êµµ·Ï ÃÖ¼±À» ´ÙÇØ Áö¿øÀ» ÇÒ °ÍÀÔ´Ï´Ù.
µÎ¹ø° À̽´´Â, ±¹³» º£½ºÆ® ¿þ½ºÅÏ Ã¼ÀÎÈ£ÅÚÀÇ ¾ç¹æÇâ ÇÁ·ÎÆÛƼ ¸Å´ÏÁö¸ÕÆ® ½Ã½ºÅÛ(2 Way PMS) ¼³Ä¡ÀÇ ¿Ï·áÀÔ´Ï´Ù. ºÏ¹ÌÀÇ ¸ðµç º£½ºÆ® ¿þ½ºÅÏ Ã¼ÀÎÈ£ÅÚÀº 2009³âÀ» ±âÁ¡À¸·Î 2 Way PMS¼³Ä¡¸¦ ÀÌ¹Ì ¿Ï·áÇÏ¿´°í ¼³Ä¡ ÀÌÀüº¸´Ù ¸ÅÃâÀÇ ½ÅÀåÀ» ±â·ÏÇÏ¿´½À´Ï´Ù.
¼¼¹ø°´Â È£ÅÚ¾÷°èÀÇ »õ·Î¿î °æÀï»ó´ë·Î ±ÞºÎ»óÇÑ ¿Â¶óÀÎ ¿©Çà»ç(OTA) ¹× ¿¡¾îºñ¿£ºñÀÇ µîÀåÀÔ´Ï´Ù. º£½ºÆ® ¿þ½ºÅÏÀº Áö³­ 70³â µ¿¾È Å©°í ÀÛÀº À§±âµéÀ» ¸ÂÀÌ Çß°í À§±â¸¦ Çö¸íÇÏ°Ô ´ëóÇØ ¿Ô½À´Ï´Ù. º£½ºÆ® ¿þ½ºÅÏÀº ´Ù¾çÇÑ Àü·«°ú ³ëÇÏ¿ì·Î À̹øÀÇ µµÀü ¶ÇÇÑ ¹Ýµå½Ã ±âȸ·Î ¸¸µé °ÍÀÔ´Ï´Ù. º£½ºÆ® ¿þ½ºÅÏ Ã¼ÀÎÈ£ÅÚÀÇ ¿øÈ°ÇÑ ¿î¿µ°ú Áö¿ø¾÷¹«¸¦ ¼öÇàÇϸ鼭 À§±â´Â Ç׽à Á¸ÀçÇÏ°í ÀÖ´Ù°í Àú´Â »ý°¢ÇØ ¿Ô±â ¶§¹®ÀÔ´Ï´Ù.

   
 

 

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