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Canadian Travel Press • 3 SPECIAL DIGITAL ONLY EDITION BaxterTravelMedia baxter-travel-media CdnTravelPress BaxterTM Week of January 1, 2018 LINE-UP, LINE-UP OVERTOURISM A SIGN OF THE TIMES JOHN BOULDING [Editor’s Note: In this week’s issue, well-known industry veteran, John Boulding takes a thoughtful look at overtourism – a topic that’s getting more and more attention these days. His commentary makes for some interesting reading.] he travel press recently picked up on some TripAdvisor research identifying the lengthiest lines at tourist attractions around the world, aka: the places Ttourists should avoid. Interesting stuff. Like TripAdvisor’s hotel review platform however, it just so happens that this morsel of analysis furthers their commercial interests. The bespectacled owl nowadays sells skip-the-line tickets to those very same venues at tempting prices. Clever marketing of course, although frustrating that this loss of impartiality perhaps takes away something from their concept of being a bastion of consumer review integrity. No matter. This tale of investigation and touristic gridlock does have an upside. It throws the limelight once again on one of the bigger issues facing municipalities and the travel industry today: that of overtourism. The term describes destinations where hosts or guests, locals or visitors, feel that there are too many visitors and that the quality of life in the area or the quality of the experience has deteriorated unacceptably. It’s a subject that has become quite fashionable with columnists and bloggers over the last year or so; more so since the United Nations World Tourism Organization (UNWTO) declared 2017 to be the International Year of Sustainable Tourism Development. There have been some great articles on the subject. For one, I recommend you look at Edward Lucas’ piece published in the Times in August: “Times”. You see, iconic spots across the globe are being caught up in a good tourism versus bad tourism struggle. There will always be inhabitants in a destination who are positive (or at least benign) to the wandering hordes, because they benefi t fi nancially (either directly or indirectly) or lifestyle-wise from tourism. Turn to page 4 010118_CTP_PG01.indd 1 12/20/2017 10:55:48 AM Voices of Travel print ads.ai 1 11/22/2017 2:41:46 PM At the office or around the world. Catch our podcasts ANYWHERE ANYTIME Our industry is full of remarkable people and remarkable stories. Like only we can, Baxter brings these stories to life in the Voices of Travel podcast featuring interviews and insights from some of our industry's biggest personalities. OF SEARCH for and SUBSCRIBE to TRAVEL VOICES OF TRAVEL on GOOGLE PLAY or ITUNES. PODCAST WITH RON PRADINUK travelpress.com/voices-of-travel 0101PG02.indd 2 12/20/2017 3:31:37 PM Hotel loyalty program partnerships a key satisfaction driver Flexibility in how to redeem points and the ease with which customers can “redeem those points are the key drivers of customer satisfaction in this space… Marriott Rewards ranked the highest in the J.D. Power 2017 Hotel Loyalty Program Satisfaction Study, and received the Gold award for overall member satisfaction with a score of 806. t is becoming clearer and clearer that having a diverse (+103 points); and dining (+86 points). Redeeming for portfolio of reward options with hotel loyalty rewards pro- hotel stays adds only 4 points, on average, to loyalty Igrams is a key driver of member satisfaction. members’ overall satisfaction with a program. According to the recently released J.D. Power 2017 Hotel • Many customers do not understand how to redeem Loyalty Program Satisfaction Study, overall satisfaction is rewards: Among customers who say they fully higher among program members who redeem rewards for understand how to redeem their points, overall dining, product purchases and special events than among satisfaction is 147 points higher than those who say those redeeming rewards for hotel stays alone. they do not fully understand the process. Despite The study measures customer satisfaction by examining this powerful effect on satisfaction, nearly half of four factors (in order of importance): ease of earning and all loyalty program members indicate a less-than- redeeming rewards (35%); program benefi ts (27%); account clear understanding of how to earn their points management (22%); and member communication (16%). and only 50% know how to redeem them. Satisfaction is measured on a 1,000-point scale. • Loyalty program satisfaction boosts brand loyalty: Rick Garlick, travel and hospitality practice lead at J.D. Of hotel stays booked in the past 12 months, 47% Power, said that: “As loyalty and rewards programs of every were booked with a brand affi liated with the type continue to saturate virtually every consumer market, member’s loyalty program. That percentage the key to success for hotel loyalty programs is variety of increased to 52% among members who say they reward offerings.” are delighted with their loyalty program. Garlick pointed out that: “Flexibility in how to redeem points and the ease with which customers can redeem Hotel Loyalty Program Rankings those points are the key drivers of customer satisfaction Of note, Marriott Rewards ranks highest in the 2017 study, in this space, which makes forming strong partnerships and receives the Gold award for overall member satisfac- with third-party service providers a priority for hotel loyalty tion with a score of 806. World of Hyatt is the Silver award programs.” recipient with a score of 805, followed by Hilton HHonors, the Bronze award recipient, with a score of 793. Some of the key fi ndings include: The 2017 Hotel Loyalty Program Satisfaction Study • Frequent travellers want more than hotel stays: Overall measures member satisfaction with hotel rewards and satisfaction is 138 points higher among hotel loyalty loyalty programs. The study is based on 4,682 responses members redeeming rewards for product purchases from rewards program members who experienced fi ve at retailers. Satisfaction also is higher for redemptions or more trips in the past 12 months and was fi elded in involving special events (+124 points); car rentals September-October. JANUARY 1, 2018 • CANADIAN TRAVEL PRESS • 3 0101PG03.indd 3 12/20/2017 3:39:09 PM Tourism needs to find a balance Continued from page 1 Negative experience and ways of life it can bring down barriers, Then there are locals who experience the challenge misconceptions and make the negatives – crowding, strained resources, world politically a better, more stable place. higher prices, etc. – yet get little or none of the fruit. Many of the latter are becoming Growing concerns increasingly irked, vocal and even physical But the negatives are mounting in the over their downright disdain of tourists. minds of locals. Earlier this year we saw Take a quick look at the numbers and it’s demonstrations in San Sebastián and easy to understand the root of residents’ crackdowns in Rome and Dubrovnik as frustration. According to the latest UNWTO locals vented their frustration at city-break World Tourism Barometer, global tourist tourists and cruise ships. In Venice, Mallorca arrivals grew by a mighty 6.4% to June 2017, and Barcelona the physical side of a wave compared to a growth of 3.9% in 2016. Try of anti-tourism protests has fortunately looking at it another way: 1.2 billion people, so far been largely limited to tourist bus there are 7.6 billion on the planet, will cross tire slashing and the daubing of Tourist Go international borders this year. This includes Home signs on walls. all kinds of all travel but you start to get an In my many years of tour operating, I’ve idea of the scale. seen the situation get steadily worse. The One of the plus sides of tourism growth is lines are real and the crowds are never- that around 292 million people are employed ending. The Eiffel Tower and Alhambra in jobs created through tourism. Many are at Palace are just two examples where the entry-level, so tend to be lower paid, but it is visiting process is quite broken. My old “Iconic spots across the work nonetheless; and in some destinations, company, like others in escorted touring, globe are being caught up in that’s a blessing. There’s more. The World overcame many of the obstacles by pre- a good tourism versus bad Travel & Tourism Council (WTTC) suggests booking venues to avoid the lines, becoming that travel and tourism provides $7.6 trillion more fl exible with our schedules for tourism struggle.” “ in direct and indirect contributions to global visits, fi nding alternative experiences and GDP. That’s a heck of a lot of money and developing off-season travel. We also had it amounts to 10.6% of total global GDP. the advantage of only a relatively small Tourism can also do a power of good if it is group of people to move around for each trip managed properly. It can help conservation, and luxury transport to hand. preservation and the community. And when It remains a diffi cult challenge for the people meet others from different cultures industry though. First time visitors especially Vol. 50, No. 15, Published January 1, 2018 Edith Baxter, Editor-in-Chief/[email protected] Terry Ohman, Western Canada/Tel: (604) 657-2100 HEAD OFFICE David McClung, President/[email protected] [email protected] 310 Dupont St., Toronto, Ont., M5R 1V9 Wendy McClung, Executive VP, Operations/[email protected] Greg Ohman, Alberta/Tel: (403) 804-3497 Tel: (416) 968-7252 Fax: (416) 968-2377 Robert Mowat, Executive Editor/[email protected] [email protected] travelpress.com Mike Dunbar, Quebec Editor/[email protected] Dino Torres, Southern Florida/Tel: (305) 775-8734 [email protected] (Editorial) [email protected] (Advertising) Ted Davis, Western Editor/[email protected] Fax: (305) 477-6607/[email protected] Greg Coates, Assistant Editor/[email protected] Gillian Harper, Northern Florida/Tel: (954) 933-2786 Subscriptions: $80 - 1 year (Canada), plus applicable taxes.
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