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Hospitality the Official Magazine of the Alberta Hotel and Lodging Association

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Hospitality the Official Magazine of the Alberta Hotel and Lodging Association albertahospitality The Official Magazine of the Alberta Hotel and Lodging Association Winter 2011 welcoming chinese guests • Energy Efficiencies • Destination Marketing Fees • Keeping it Clean PM40026059 Guests do unheard of things after a great night’s sleep. Like writing favorable reviews on the internet. © 2010 Simmons Canada Inc. All rights reserved. MoistureBan™ Can a bed be equally durable and repels spills and stains before comfortable? It can if it’s the Beautyrest ® they soak in mattress featuring original Patented Evolution ™ EasyClean ® treatment allows stains to be simply NON-FLIP Pocket Coils – and a ten-year, wiped away non-prorated limited warranty. For more Allercare™ information, please call 800.268.0112 or protects against allergens on visit www.simmonscanada.com/hosp. mattress surface Eco-construction focus on eco-friendly design and materials albertahospitality this issue WELCOMING CHINESE GUESTS 6 Approved Destination Status Provides Opportunity for Canada Over the course of this new decade, China will become Canada’s second largest source of tourists, after the US. 10 Energy Efficiencies 16 Sandman Signature Hotel & Suites Edmonton South in every issue 18 Destination Marketing Fees 4 Chairman’s Report 5 President & CEO’s Message 24 Keeping it Clean 14 Travel Alberta 27 “Flash Selling” Drives Leisure Travel Sales 23 HR Matters 23 What’s New? 30 Medical Tourism 28 Names in News 29 Member Value Program Review CHAIRMAN’S REPORT Building Awareness of Alberta by Mike Shymka alberta hospitality As your Chair, it has been my pleasure to How do we get travellers to attend the Travel Alberta conference and Canada if the price of an airline Hotel Association of Canada meeting on your ticket is not competitive? Official magazine of behalf. We can all relate to booking a flight online for Travel Alberta’s conference was very a great price, only to discover that the taxes informative. I learned that when Travel add another 25%. Imagine a potential visitor INSPIRING SERVICE, GROWING VALUE Alberta interviewed Americans about what in India, China, or the UK going through the they knew about Alberta, they were able to exact same process. How many stop after they AHLA 2707 Ellwood Drive, recount surprisingly little. Californians knew see the total ticket price, including surcharges, Edmonton AB, T6X 0P7 about our mountains, West Edmonton Mall, federal taxes, and the security levy? How many Toll Free: 1.888.436.6112 cold winters, and the Calgary Stampede, but start comparison shopping, looking at other www.ahla.ca New Yorkers knew virtually nothing! In fact, destinations that are more reasonably priced? CHAIR OF THE BOARD an international survey of the world tourism What seems illogical to me is how much has Mike Shymka market found that general awareness of been spent on airport expansions in the last FIRST VICE CHAIR Canada was only slightly greater than 18%. decade, which has had the effect of pricing Barry Zwueste Awareness about Alberta was closer to nil our product too high. We are increasing our than 1%. VICE CHAIR capacity by building new runways, terminals, Thomas Barknowitz and parking lots, but we have created barriers VICE CHAIR What does that mean about how we market this great to potential travellers because it is too Michael Sieger country and province? expensive to fly here. Why spend billions of dollars if we are not serious about getting PAST CHAIR Honourable Cindy Ady, Alberta’s Minister Doug Shandro tourists to Canada? We must ensure that taxes of Tourism, Parks, and Recreation said it and fees do not become the deciding factor PRESIDENT & CEO best when she told Travel Alberta delegates Dave Kaiser, CHA in whether to purchase a ticket to get here or that “we must start hunting in packs”. As not. How much additional tax revenue could DIRECTORS NORTH an industry, we must influence our tourism Steven James be earned by increased traffic if these federal partners to work together - from cities and Tony Verbisky taxes were reduced? Steven Watters towns all the way up to Travel Alberta and DIRECTORS CENTRAL the Canadian Tourism Commission. The Perry Batke dollars we spend must go to the marketing Are we satisfied with the federal government’s JoAnn Kirkland platforms that will have the most impact. We investment of only $71 million in the CTC? Tina Tobin must encourage local, regional, provincial and The CTC did an outstanding job marketing DIRECTORS SOUTH national tourism marketing organizations to Joseph Clohessy the Vancouver Olympics. I believe it requires work collaboratively and align their strategies Mark Hope a greater, more secure base of funding if it and initiatives with those of their industry Perry Wilford is to fully leverage tourism marketing around colleagues. This includes: DIRECTOR, CAMPGROUNDS the globe. This year, the CTC has scaled back Chris Eklof • Destination Marketing Fees (DMFs) its US marketing budget to around $3 million. • Destination Marketing Organizations (DMOs) This is not because they do not believe there Alberta Hospitality is published quarterly by: is benefit in marketing to the US, but because • Tourism Destination Regions (TDRs) they have limited resources and they must • Travel Alberta PUBLICATIONS invest in markets that will garner the largest • Canadian Tourism Commission return. T 604-574-4577 1-800-667-0955 F 604-574-2196 I am pleased to tell you that this is starting Nobody else will work on our behalf to [email protected] to happen. The CTC has cited Travel Alberta ensure tourism is given the attention and www.emcmarketing.com as the most innovative provincial marketing investment it merits. We have to ensure our federal Members of Parliament understand Publisher & Editor - Joyce Hayne organization in the country. Frankly, I agree! Copy Editor - Debbie Minke CTC and Travel Alberta are coordinating the issues and the potential revenue that is Design & Layout - Krysta Furioso their marketing efforts to the extent of even created when we import tourists to Canada. sharing office space abroad. This is vital, given The next time you see your local MP, talk to PUBLICATIONS MAIL AGREEMENT NO. 40026059 the lack of international awareness of Canada him/her about the impact of tourism in your RETURN UNDELIVERABLE CANADIAN ADDRESSES TO and Alberta. community! CIRCULATION DEPT EMC PUBLICATIONS 19073 63 AVE SURREY BC V3S 8G7 email: [email protected] PRESIDENT & CEO’S MESSAGE Destination Marketing Funds in Alberta by Dave Kaiser Over the past few years, hotel associations in operations and administration were Issues related to admin- a number of communities across Alberta have appropriate, and marketing alignment had istration and operations adopted voluntary Destination Marketing been accomplished in a reasonable fashion. included contracting and Funds (DMFs) to provide sustainable funding However, the study also identified important collections, the recognition and reporting to the Destination Marketing Organization issues and challenges that should be addressed of GST, the use of funds exclusively for (DMO) in their region and/or to generate funds if these voluntary DMF structures are to be marketing, and the ability to leverage funds to independently market their destinations. effective and sustainable over the long term. through the Tourism Destination Regions The Alberta Hotel & Lodging Association “Ownership of the Strategy and the Plan” (TDRs). Marketing alignment was also (AHLA) provides trustee services to five of was identified as the key to success in the identified as a challenge where there are these DMF organizations and is familiar with study. The consulted noted that this was best potentially community DMFs, private DMFs, five others operating in the province, including achieved when there was trust between the key and DMOs working independently to market two private DMFs operated by Alberta-based stakeholders i.e. the DMF partners and the the same destination. hotel chains. DMO. Factors that contributed to building An outcome from the stakeholder meeting that In pursuit of its strategic objective, “To ensure trust included: concluded the study was a general consensus that tourism marketing and tourism product • The need for DMF partners to respect the for the AHLA to provide industry leadership development are funded in a sustainable discipline and management of destination on a number of key issues. Based on the manner and that efforts to market Alberta as marketing and the expertise of professional findings of the study, the AHLA is developing a tourist destination are strategically aligned”, destination marketers; recommendations in the following areas: the AHLA engaged Western Management 1. Criteria for the establishment of DMFs Consultants to conduct a study of the various • The need for DMOs to respect the DMF DMFs operating in Alberta. The purpose as an entity, voluntarily providing funding and 2. Governance best practices of the study was to review and compare the expecting accountability; and 3. Administration - best practices & tax advice governance, administration and operations, • Communication and integrated planning 4. Industry position on private DMFs and the marketing alignment of these DMFs. between the DMO and DMF partners. All of the participants who were interviewed 5. Recommended DMF rate range Issues identified that related to governance for the study were invited to attend a structures included the lack of a formal or The AHLA’s recommendations will focus on stakeholder meeting sponsored by the AHLA legal DMF entity in some
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