Below is an Autogenerated Transcript

What is he doing? What’s his job? Photographer. Photographer. A photographer takes. Takes? Yeah, he takes action. It’s called take photo. Who gets the value from the photo? We. You want to see yourself in the picture. You want to see the enthusiasm. You want to see Valamar. You want to. Right?

But in order for him to give you the value, who else needed to take action? You. So I have a question. Who is the customer? If he’s taking action to create value for us. But we’re taking action to create value for him so that he can take action to create value for us. Who’s the customer? Yeah. This is an example of what we call service partners. When you take action that they value and appreciate, and then they take action that you value and appreciate, you’re no longer customer-customer. You’re partners with each other.

So when we create an outstanding vacation holiday experience for a family and they turn around and they post a very positive review on social media, and they recommend to all of their friends, and they praise your staff and they book their vacation again next year. It’s a partnership. And right now, Emmanuel, you’ve been our partner. Thank you very much. Let’s give him another clap. Thank you.

When we talk about Level Up today, this is what we’re talking about. Getting beyond the level of the person going, “It’s better” or “it’s more better.” It’s like, hey, this is unbelievable. And I’m going to tell people about that, and I’m going to use my local language, and I’m going to tell the people in my neighborhood, and my family is going to talk about it afterwards, because the people at Valamar don’t just serve us, they provide us with an uplifting service.

Raises an interesting question. Where is uplifting service on the six levels? And you know that there’s something about these six levels, right? They’re not steps like this. This is an escalator. It’s in motion. It’s always going down because you have competition. You have other hotels that are also stepping up and improving their facilities and improving their service quality. And you have families that are traveling not only to Croatia to look at your direct competition. They’re going to other places around the world, and they’re reading social media posts from other people who go on family camping and who go on a week-long holidays and want to go enjoy their break.

And this is not just happening in hospitality. We’ve seen it in technology that used to be unbelievable. This has become basic. All of us in this room probably grew up with this. Our children grow up with this and their children are growing up with that. Even something very physical, very manual like this is going to transform in the years to come. So where is uplifting service? Well, it’s a moving target, which means uplifting your service at Valamar, you have to take the next step up from wherever you are. It’s getting up to the next level.