6. Talent and collaboration. In such a complex environment, digitized, competitive and demanding innovation, you can only compete and create value for customers (ie marketing), if the organization has the necessary talent. For hotels, its size will be impossible in most cases available talent internally and know-how necessary to understand, interpret and act on such a complex scenario. It is therefore necessary to establish a culture of collaboration. It is not worth a company closed in on itself, jealous of their knowledge and information not shared, not with your customers and suppliers, but not even with their employees. No easy task, as it involves a cultural change, direct responsibility senior management, which is based on the following keys (Olsen, M.D.
1993):