industry news - feature destinations - interviews - travel tech
January 2012
FEATURES
and MUCH MORE!
THE PLACE YOU THOUGHT YOU KNEW
www.traveltrademagazine.com
IT FEELS GOOD TO BE HERE.
• Located in the heart of Condado tourist area • Just four miles from the Luis Muñoz Marin Int'l Airport and 3 miles to Historic Old San Juan • Walking distance to more than 25 restaurants, pubs and specialty shops • Best Casino in Puerto Rico • Enjoy the family ambiance of the Ambassador Grill & Sports Bar • Indulge in Mimo Beauty Salon & Spa • Four Meeting & Banquet rooms for successful meetings Radisson Ambassador Plaza Hotel & Casino 1369 Ashford Avenue, San Juan, PR 00907 Ph. 787-721-7300 Fax: 787-722-6778 rhi_sjpr@radisson.com www.radisson.com/sanjuanpr_ambassador
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MESSAGE FROM
THE EDITOR EDITOR: Paul Weston EMAIL: paul@traveltrademag.com
WEB: www.traveltrademagazine.com
T
hanks for picking up another issue of Travel Trade Magazine. We appreciate your continued support and interest.
Inside this issue we feature Mexico as our Destination of the Month with a key interview with Regional Director of Tourism, Alfonso Sumano, as he discusses plans to promote tourism, new major airline routes and their significant investment in tourism infrastructure. We also highlight Jamaica and Tourism Minister Edmund Bartlett’s initiatives to enhance existing properties while adding 2,000 new hotel rooms to diversify Jamaica’s accommodation offerings to travelers. To finish off our Caribbean spotlights we explore Cuba’s rich culture, making it a place worthy of being every traveler’s dream destination.
Inside this issue we hope that you find information that is useful to you, our reader, as well as the ideas and opinions of our featured articles, and how they are adding to the evolution of the unique and vibrant industry of travel. Again if you have any questions, please email at editor@traveltrademag.com Safe Travels,
Paul Weston Editor inChief Travel Trade Magazine
traveltrade
magazine contact
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1 on 1 with Henri Birmele GM OF THE SANGRI LA HOTEL
MESSAGE FROM THE EDITOR......................................03 A quick introduction and updates from our editor Paul Weston
TRAVEL TRADE NEWS..............................................08-13 The latest industry news and hot topics
TRAVEL INDUSTRY EVENTS IN JANUARY........14-15 Travel industry events listings for trade shows worldwide
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TOP FAM TRIP TRENDS
a LOOK AHEAD TO 2012
ONE ON ONE.............................................................16-17 Q&A with GM Henri Birmele of the famed Hotel Shangri-La
TRAVEL GADGETS AND GEAR.............................18-19 Gadgets, Gear and travel technology for the road warrior
TOP FAM TRENDS FOR 2012................................20-23 Agents want to experience what their customers are asking for
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JAMAICA
MEXICAN TOURISM.................................................24-32
MELTING POT OF THE CARIBBEAN
With 26 world heritage sites, there’s plenty to explore in Mexico
JAMAICA.....................................................................36-39 Melting pot of African, Asian, European and Middle East culture
CUBA.............................................................................40-43 A Unique Caribbean Experience
CRUISE AGENTS........................................................46-47 How to sell Cruise Travel for Cruise Travel Agents
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Cuba
a unique caribbean experience
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MEXICO
back to the business of tourism
WORLD TRAVEL AWARDS
AND MORE UPCOMING TRAVEL INDUSTRY EVENTS
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travel gadgets
for the road warrior
Advertisers: Radisson................................................................................................................ 02 VisitMexico.com................................................................................................. 32 Vegas.com............................................................................................................. 34 IntrepidAgent.com............................................................................................ 35 Elite Island Resort............................................................................................... 44 The Islands of the Bahamas........................................................................... 45 Ingle Insurance................................................................................................... 48
46
for cruise agents
how to sell cruise travel
TRAVEL NEWS
traveltradeNEWS 8
LAN Shareholders Approve TAM Merger In December 2011, LAN Airlines held an extraordinary shareholders meeting in order to approve the merger between LAN and TAM. LAN shareholders approved the merger by a broad majority, over 99.99% of the shares present at the meeting.
CLIA Provides Insight into Cruise Dining Trends A study of 1,000 CLIA travel agents, dining was rated as the second most essential factor in selecting a cruise line, behind accommodations; 75 percent of agents said dining is gaining in significance among their clientele. Royal Caribbean International’s Oasis of the Seas and Allure of the Seas each offer 25 dining options, Norwegian Cruise Line’s Norwegian Epic offers more than 20. The ship’s popular 24/7 pizza delivery service is being presented fleet wide and NCL has announced restaurant improvements on various ships going through upgrades. Carnival Cruise Lines is committing $500 million in the first phase of a “Fun Ship 2.0” application providing new dining and entertainment choices on 14 ships. Cunard Line is increasing its well-established dining traditions with new alternative restaurants and more international menus.
The shareholders meeting also approved the change of the company’s corporate name (from LAN to LATAM Airlines Group S.A) and the other necessary transactions contemplated in the agreements between the parties. This approval is an important milestone in the implementation of the merger proposal between LAN and TAM, which is expected to be concluded by the end of the first quarter 2012.
TRAVEL NEWS
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Brazil Saw a Record Number of International Visitors in 2011
Carnival Coroporation Report a Solid 2011 Despite Fuel Costs Commenting on 2011 full-year results, chairman and chief Micky Arison said: ‘On the whole, 2011 was an encouraging year for our global portfolio of cruise brands. ‘Our North American brands performed well, achieving an almost 4% revenue yield increase, while our European, Australian and Asian brand yields were in line with the prior year (constant dollars) despite having been significantly impacted by the geo-political unrest in the Middle East and North Africa. ‘Higher revenue yields partially offset a 32% increase in fuel prices, which reduced earnings by $535m.’ For the fourth quarter of 2011, to the end of November, net income was $217m (Q4 2010: $248m). Revenues for the fourth quarter of 2011 were $3.7bn compared to $3.5bn for Q4 2010.
Latest figures released by Embratur, the Brazilian tourist board, shows that more than 5.4m international visitors to the country were recorded in 2011. Flavio Dino, Embratur chairman, said: ‘This has been the best year for tourism in Brazil’s history. “We have grown above the world average and consolidated an impressive position as a world class tourist destination. “The 2014 FIFA World Cup and the 2016 Olympic Games have brought us great visibility and are helping to increase the effectiveness of our international promotion of Brazil.” Dino said the increase in tourist numbers this year was thanks to a combination of the private and public sectors, their willingness to work together and increased investment both on the country’s infrastructure and promoting it overseas. “It is testament to the fact that, despite rocky global economic times, there is a strong appetite for travel to Brazil,” he added.
TRAVEL NEWS
traveltradeNEWS 10
Air Transport Markets Weaken in November Global traffic results for November showed a softening in passenger markets while air cargo markets remained weak compared to levels attained earlier in the year, according to the International Air Transport Association (IATA). IATA director general and CEO Tony Tyler said weak global economic performance is being reflected in air transport markets. “Continuing economic uncertainty will likely mean market shortcomings deepening as we enter 2012,” IATA said that globally, passenger load factors fell sharply to 76.3% from 78.5% in October. “This shows that the weakness in passenger demand is outpacing airlines’ ability to adjust capacity accordingly. Regional differences are sharp. “While North American carriers saw a 0.8% decline in travel, carriers in the Middle East experienced a 10.1% increase, followed by 9.0% for Latin American airlines,” said IATA.
The New European Emissions Trading Scheme Could Prompt a Trade War, Warns the British Air Transport Association Following a recent ruling by the European Court of Justice, the greenhouse gas tax will be implemented from the beginning of January on all airlines flying to and from the European Union’s 27 states. However, with US, Canadian and other carriers arguing that the charges violate climate change and aviation pacts, concerns are growing that the tax could lead to a trade war. Tony Tyler, director general and chief executive of the International Air Transport Association, warned that at least 43 countries object to the plans. Tyler said the air transport industry has made commitments to improve fuel efficiency by 1.5% annually to 2020, adding: ‘But we won’t get agreement on a global approach if states are throwing rocks at each other because Europe wants to act extra-territorially.
TRAVEL NEWS
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Qatar Airways to Launch Seven New Routes in 2012 Qatar Airways’ 2012 route expansion plans focus on Australia, Africa, Europe and the Middle East with a raft of new destinations set to join the airline’s rapidly-growing global network. Highlights include Perth in Western Australia, the Finnish capital Helsinki, Croatia’s capital city of Zagreb, Gassim in the Kingdom of Saudi Arabia, and three East African cities – Zanzibar, Kigali and Mombasa, in Tanzania, Rwanda and Kenya, respectively. Operating from the airline’s hub in Doha, capital of the State of Qatar, all seven new routes will be launched over the next few months. They will join previously announced Baku and Tbilisi, the capital cities of Azerbaijan and Georgia, respectively, which will become part of Qatar Airways’ family of routes from 1 February 2012. “We are continuing what we started back in 1997 when Qatar Airways was launched with new routes and new aircraft being introduced at an unprecedented rate to further strengthen what is truly a global network airline,” said Qatar Airways Chief Executive Officer, Akbar Al Baker. “Our mission has been to operate to key business and leisure destinations around the world, but also to underserved markets where others dare not venture into. We take bold decisions to serve certain markets because we believe it makes strong business sense.”
Sir RIchard Branson Has Vowed to Fight the Takeover of BMI British Midland by International Airlines Group IAG – British Airways’ parent – has beaten rival Virgin Atlantic in the battle to buy bmi from Lufthansa. It has agreed to pay £172.5m, giving IAG an extra 56 additional daily slot pairs at Heathrow. Lufthansa has the option to sell bmi regional and bmibaby before completion of deal, which is expected to be during the first quarter of 2012. The deal is subject to competition clearance – and Virgin boss Sir Richard has pledged to fight the deal. “Claiming that this deal is about new markets from Heathrow is a smoke-screen,’ he said. “We will fight this monopoly every step of the way as we think it is bad for the consumer, bad for the industry and bad for Britain.” Virgin Atlantic warned in a statement: ‘If the acquisition is completed, it will tilt the competitive landscape dangerously towards BA and cast a shadow over the British travelling public.
traveltradeNEWS TRAVEL NEWS
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Korea Requires Facial and Fingerprint Recognition for Inbound Tourist Starting January 2012 Korea demands facial and fingerprint recognition to all inbound tourists starting Jan. 2012
Malaysia Airlines Cuts More Routes to Stem Lossess Malaysia Airlines said it would reduce four more routes in Asia, shortly after informing a suspension to some international destinations as it attempts to return to profit. The airline, which has battled to stay in the black in recent years, revealed a business strategy directed at becoming lucrative by 2013 that would incorporate a route “rationalisation” but did not identity the impacted channels. “This suspension is until further notice and is part of our regional network consolidation involving single-aisle aircraft operations,” Ahmad Jauhari Yahya, the airlines’ chief executive officer, said in a statement. The airline mentioned routes servicing Johannesburg, Cape Town, Rome, Dubai, Buenos Aires, and and the city of Surabaya in Indonesia, will be dropped from its January schedule. In the third quarter of this year, the airline published its third immediately quarterly loss, owing to high fuel costs and increased competition.
Fingerprints and facial recognition will now be demanded for all incoming international guests to Korea beginning January 2012. This procedure was first required in July for longer-term visitors. Except for people exempt from compulsory distribution of such information by law (e.g. foreign federal authorities, worldwide organization representatives, etc.), any foreign visitor aged 17 or older will be required to go through a fingerprint and facial identification registration procedure at immigration at all airports and ports across Korea. Fingerprint and facial recognition to be applied to all inbound foreign tourists starting Jan 2012.
TRAVEL NEWS
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New York City Top 50 million visitors in 2011 A record 50 million travelers will have visited New York City by the end of 2011, Mayor Michael Bloomberg reported on last week, up about 1.5 million from last year despite a slowing global economy.
Expedia Introduces Verified Reviews to Compete with Trip Advisor Expedia has announced a more effective review system which aims to increase the credibility of the review content left by travelers. The online booking giant, which spun off its TripAdvisor review site into a different company last week, has relaunched its hotel database, emphasizing that users leaving reviews must have actually stayed at the hotel. The new strategy is designed to counter criticism, most often leveled at TripAdvisor, that competitors and malicious customers can manipulate hotels’ rankings and leave bad reviews on the increasingly influential travel review websites. Expedia is now rolling out a new system that will restrict reviews to customers who made the booking and stayed at the hotel. To stop the malicious content, reviewers will be personally invited to leave a review, in the form of a follow-up email after the stay with a
“New York City’s quality of life has contributed to this great success and we are confident we will sustain the success of our tourism industry in the months and years ahead,” Bloomberg said in a affirmation. New York City is also on course to produce $32 billion in visitor investing and the tourism market helps support about 320,000 jobs. The highest number of international tourists were from Britain with more one million visiting in 2011. Since 2006 the number of New York City hotel rooms has improved by a quarter to 90,000. This year the city is set to have sold a record 27 million hotel room nights, up 4.5% from 2010.
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events THIS
january January 6th-8th
The Daily Telegraph Holiday and Travel Show Manchester, England The Daily Telegraph Holiday and Travel Show is a vibrant, three-day exhibition packed with hundreds of travel companies offering exciting holiday destinations within the UK and throughout the world. Meeting travel industry experts face-to-face means that you can tailor your holiday to your requirements. The hardest part will be narrowing down the available options.
January 6th-12th
Travel Expo - Messe Luzern, Luzern, Switzerland
January 27th - 29th
Los Angeles Convention enter The show will help the companies which deal in the travel industry like travelling agencies, travel insurance companies, air lines, hotels etc as they will have a chance to show off their products and services to the customers and to expand their business. MORE INFORMATION:
www.biztradeshows.com/ trade-events/ travel-expo.html
MORE INFORMATION:
www.holidayshows.com
featured event
From safaris to scuba diving, wind surfing to wine tours, archeology excursions to relaxing on a pristine beach, here’s where you’ll discover amazing travel destinations, attractions, activities, resorts, products, luxury goods and services and so much more. MORE INFORMATION: www.events.latimes.com January 11th -15th
Dutch Tourism Expo Jaarbeurs Utrecht, Netherlands Dutch Tourism Expo is one of the most exciting upcoming events in the field of tour and travel industry. The event will broadly showcase information regarding the holiday plans.
Exhibitors will offer the entire information regarding the event. Dutch Tourism Expo will surely be the best place where one can get the best holiday information. MORE INFORMATION:
www.biztradeshows.com/ trade-events/ dutch-tourismexpo.html
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January 13th-15th
Travel & Tourism Fair - Palace Grounds, Bangalore, India
companies and tourist information professionals. The Meet the Experts Theatre will see travel experts and celebrities share their experiences with visitors. Add to this some great performances on the World Entertainment Stage and you have a cracking day out. MORE INFORMATION:
www.allgigs. co.uk
Travel & Tourism Fair is India’s leading exhibition for the travel & tourism industry. Since 1989, The fair provides an annual opportunity for organisations from India and abroad to showcase their products and services to a large cross section of the travel trade and consumers across major markets in India. MORE INFORMATION:
www.biztradeshows.com/ trade-events/ travel-tourismfair-bangalore. html
January 19th -22nd
The Holiday Travel Show - EventCity, Manchester The Holiday & Travel Show is the perfect place to meet hundreds of travel companies including tour operators and travel agents, airline
featured event
January 25th The Globe Travel Awards Grosvenor House Hotel, Park Lane, London The integrity of the Global Travel Awards is paramount to the success of the the awards, as it remains one of the few awards ceremonies where the winners are voted solely by the industry in over 50 different categories in the Hotel, Cruise,and Airline sectors. To ensure the highest standards and the ultimate service is recognised it will be the travel agents who determine the winners.
MORE INFORMATION: www.globetravelawards.co.uk
January 18th - 20th
http://www.ifema. es/ferias/fitur/ default_i.html January 28th-29th
FITUR 2012 - MAAdventure DRID, SPAIN Travel Show Olympia, Fitur is a meeting London point for tourism professionals in which they can establish lines of action, strategies and business alliances to energize and consolidate the tourism business, innovating to answer the changing demands of the market. 10,434 exhibiting companies and 209,260 visitors met during Fitur to transform leisure into business and business into development for those destinations that welcome millions of travellers. MORE INFORMATION:
family adventures, career breaks, safaris, overland expeditions, volunteering, gap years and much more. MORE INFORMATION:
www.AdventureShow.com
The show is packed with inspiration and travel advice that will help you to uncover the journey of a lifetime, from small group adventures, wildlife encounters, trekking,
WANT YOUR EVENT FEATURED HERE? Feel free to keep us posted of any other industry events or conferences we may have left out.
Email: info@traveltrademag.com
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ONE ON ONE
with Henri Birmele Hotel Shangri-La
An Art Deco landmark on top of the oceanfront bluff of Santa Monica, the ShangriLa has provided guests a touch of Hollywood glamour, an air of Santa Monica sophistication and a rich Los Angeles history since 1939. Emerging after a twoyear $30 million redesign as an eco-friendly style icon, the 4 star Hotel Shangri-La Santa Monica, overlooking the pristine waters of the Pacific Ocean, is a picture of elegance. Recently we caught with GM Henri Birmele for a quick chat about the legendary hotel, and current trends in the industry today.
We keep hearing about the ever changing trends in the hotel industry, in your opinion, what are the “Next Big Things” in store for 2012? One of he greatest learning curves for us is to capitalize on the Social Media and how business is driven today. Communication through the “new way of doing business” has been interesting and what once was a task to be given to one of our associates has now turned out to be a full-time position and growing. A challenge along with this trend is to keep the traditional “outreach” alive as there are dempgraphics that have not yet followed this trend - find a good mix. We have been working with our own app (can be downloaded on Apple apps) and make it interactive as well as gives us a tool to review statistics and allows us tone more target with PR/Marketing. Are hotels rethinking their marketing strategies to reach online audiences in a more personalised and intimate way? Marketing and Sales efforts have become much more personalized and
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the memorable experience can’t be established without that and starts when selling your product. I believe that was always the case however current markets are leading us back to basics and we are revisiting this effort every day. You need to know your clients and guests, and build a relationships and start creating the memorable experience. Our Hotel, being that we are a small independent product, has no affliction with a large Guest loyalty program and these personalized touches are essential for us to build loyalty. Time Magazine listed The Shangrila among the top “100 Greenest Buildings” in the world. Tell us about the efforts the Shangri-la makes towards sustainable tourism?
Given that the Hotel Shangri-La is a landmark in Santa Monica, what gives the hotel an edge over the competition? Being a Landmark with and incredible history of 72 years is something to talk about and adding our list of Who is Who that have been and still are our Guest are worth a chat around our Fireplace with a glass of great wine. Location Location - we have the best view from our Rooftop Bar overlooking the Santa Monica Bay and the Pier and once you add the incredible Sunset - it is picture perfect. On the same level we have our Penthouse which is our small meeting space for up to 50 Guest with a large terrace and lounge furniture, again overloking the Bay of Santa Monica with Malibu in the distance - the quintessential California view with outstanding service. A place where you can reconcile your vacationing dichotomies as we provide everything you could want or need with a totally Zen experience out of the Window. When you come to LA you almost have to pick between the dynamism and exuberance of Hollywood or coming to the beach and we have combined the two.
Being one of the 100 most Important Green designs in the World and only 6 of them were Hotels is certainly a great honor. Green is a big “ticket” for us and are try proud of, for example the low flush toilets using different power depending on the need , our amenity bottles are made out of cornstarch not plastic, our Pool is heated and has metal balls that are great playful decorations as well as keeping the temperature warm and just looks beautiful. We are also working on a couple green initiative for 2012 that will be the first More Information http://www.shangrila-hotel.com in the US and there will be more to come.
TECHNOLOGYPRODUCTS
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TRAVEL GADGETS
The solar pocket is removable and can be attached to other bags or anything else as it charges. Besides charging all your handheld electronics, it has 1,500 cubic inches of storage space, a padded laptop sleeve, integrated phone pouch and plenty of other pockets.
#1 OffGrid Solar Backpack www.voltaicsystems.com
PRICE $229.00
#1 Offgrid Solar Backpack
TECHNOLOGYPRODUCTS
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FOR THE TRAVEL GEEK
#2 Playstation #3 Casio Portable (PSP)
You don’t have to be a gamer to enjoy the PSP. The appeal comes in the ability to watch videos and browse the internet. It’s small enough to quickly pop-out when you have a spare moment to check your email, browse the web (granted a free WiFi connection is in range), make a call using Skype or watch a movie.
PRICE: $200 MORE INFORMATION: www.sony.com
Pathfinder watch Plan on climbing Everest? This beast sports an altimeter, thermometer, compass, barometer, auto-setting atomic clock functionality, tide graph, depth gauge, and dive log. Oh and it’s solar powered. Is it really still considered a watch at this point?
PRICE: $185 MORE INFORMATION: www.casio.com
#6 SteriPEN
#7 Global
purify water within seconds and make it safe to drink. When you immerse the lamp in water, shortwave UV light technology eliminates 99.9 per cent of bacteria and viruses that cause waterborne illness. It will purify half a litre of water in 48 seconds, and one litre in 90 seconds and will provide a hundred treatments through a single battery life cycle.
Smaller than most PDAs, this device contains 7,700 travel-related phrases. Just hold it up and let the talking translator speak for you. Eight conversational categories allow you to find your desired phrase quickly, and you have the choice of letting the translator display or speak any phrase you choose.
Portable Water Talking Purifier Translator from Nyrius The SteriPEN uses ultraviolet light to
PRICE: $100 MORE INFORMATION: www.mec.ca
PRICE: $49.99 MORE INFORMATION: www.gadgetshack.com
#4 Celluon
#5 Portable
The Virtual Laser Keyboard (VKB - Magic Cube) is a revolutionary accessory (The only keyboard that operates in total darkness) for Iphone, Ipad, Smartphone, PDA, MAC & Tablet PC and any device that operates Bluetooth HID. In the size of a Zipo lighter and in an outer spaced “enterprise” style, it uses a laser beam to generate a full-size perfectly OPERATING laser keyboard that smoothly connects to your mobile devices.
Ideal for those long plane trips, the Portable Multimedia player from iLuv can play media from your iPod, SD Card or DVD which is then displayed on a crisp 8.9” digital TFT LCD screen.
Virtual Laser keyboard
Multimedia Player
PRICE: $129 MORE INFORMATION: www.i-luv.com
PRICE: $170 MORE INFORMATION: www.celluon.com
#8 The JOBY
Gorillapod Camera Tripod With arms that work like tentacles, this flexible tripod can wrap itself around trees or fences so that you can snap photos from any vantage point. It’s especially useful for the solo traveler who always has to smile apologetically and solicit strangers to shoot photos for them -- an annoying necessity.
PRICE: $25 MORE INFORMATION: www.kodak.com
#9 Kensington
ComboSaver Portable notebook Lock
Kensington has been making notebook security for year now, and theirs is a brand you see often in computer labs and other areas where laptops are stolen. This lightweight model, with its 3-inch-to 6-feet self-coiling cable, slips easily into a computer bag. PRICE: $24.99 MORE INFORMATION: www.kensington.com
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FamTrip Trends for 2012 Written by Paul Weston
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A
fam trip gives agents an in-depth view based off of experience into each facet of a particular destination. Vendors offer fam trips in the hopes of generating interest in their product and boosting sales.
Upcoming Trends For 2012, the most popular fam trips coincide with the hottest trips on clients’ lists. Agents want to experience a fam trip that offers everything customers are craving in travel so they can make educated recommendations when selling to clients. Clients are venturing toward making an impact in their travel, and so next year’s fam trips are forecasted to be life-changing and meaningful.
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Go Green For the upcoming year, the flavor du jour for fam trips is simple and green. Fam trips will entail minimalistic travel that makes a difference. Rather than spending a small fortune relaxing and being pampered at a luxury destination, travelers are opting instead for eco-travel with minimal environmental disturbance. Travelers are favoring the incorporation of volun-tourism, or the act of volunteering while on vacation, into their ventures. Travel agents are likewise embarking on fam trips that focus on environmental preservation and community enhancement. Cultural Travel The best way to comprehensively learn about a location is to experience it up-close and personal. The new trend in fam trips is to discover the true essence of a location by connecting with the locals and participating in indigenous activities. Cultural trips take travelers to unconventional, outof-the-way destinations. “These include rarely visited European countries such as Albania and Serbia, the Russian Far East, and Greenland; Central Asian spots such as Uzbekistan; and offshore destinations such as the Falkland Islands and Papua New Guinea,” according to Stanley Cox, COO of Cox & Kings, a luxury travel company. Recovering Countries “The top 10 travel trends of 2012 will consist of new opportunities to discover experiences off the beaten path,” says Stanley. Fam trips are now venturing into countries in a state of recovery. Instead of spending money on luxury amenities, clients want their travel money to go toward a noble cause such as preserving and rebuilding sensitive areas. “Enriching travel experiences can especially be found in societies during this time. Visiting countries that are recovering from a
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national trauma – such as Norway or Japan which only makes people stronger and more determined, is so appreciated much like those who visited New York after 9/11,” according to Stanley. “Rather than fear them, travelers should support countries moving in the right direction, particularly those implementing dramatic improvements to their democracies.”
Holistic Experiences Instead of being satisfied with a traditional vacation, travelers now seek fulfillment through a journey of self-discovery. 2012‘s fam trips satisfy these expectations by offering healing practices such as yoga, meditation sessions, and tai chi in attractive destinations. These trips appeal to both the mind and body through nurturing, nourishing experiences. Rather than indulging in lavish nights out on the town, travelers are instead seeking spiritual renewal and deeper meaning in a destination. Travelers may take spiritual treks to Buddhist temples, personal growth journeys to the Himalayas, or restorative retreats to South Africa. Fam trip trends for 2012 fall in line with what clients want in a travel experience, enabling agents to provide personal recommendations for the hottest destinations. According to travel insiders, travel is moving away from the complex and lavish, and toward the simplistic and wholesome. Fam trips are likewise following suit, embracing enriching travel that allows individuals to make a difference in the world.
THE PLACE YOU THOUGHT YOU KNEW DISCOVER MORE AT WWW.VISITMEXICO.COM
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EDITORIALFEATURE
A Hot Travel Spot ONCE AGAIN
F
rom ancient Mayan pyramids to World Heritage status cuisine, Mexico has it all. Representing the consistently number one international destination for American travelers, selling travel to Mexico has never been easier. Mexican President Felipe de Jesús Calderón declared 2011 the Year of Tourism in Mexico, demonstrating the government’s commitment to the growth and development of the tourism industry, which comprises the third largest sector in Mexico’s economy. Mexico Travel Better Than Ever A vibrant vacation destination, travel to Mexico is at an all-time high. In 2011 from January to September, 17 million international tourists traveled to Mexico, representing a two percent increase over the same period in 2010, according to Alfonso Sumano, Regional Director for the Mexico Tourism Board for North America. With over 10 years dedicated to building relationships with North American tour operators, airlines, and travel agencies, Sumano has a wealth of experience in Mexico’s tourism industry. A Safe Destination Despite recent reports of crime, Mexico is evolving as a safe destination for visitors, due to the Mexican government’s stance on making traveler safety a top priority. “Federal, state, and local governments and law enforcement agencies invest their time and energy to maintain safe and secure tourism destinations,” says Sumano. According to Sumano, the violence typically takes place in concentrated areas within Border States, which reside hundreds of miles away from popular tourist destinations.
Regional Director Alfonso Sumano
In response to travelers’ concerns over Mexico’s safety, Sumano says, “Mexico invests heavily in the protection of its own citizens and tourists alike. This includes
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EDITORIALFEATURE
deployments of policemen in hotel zones, the construction of passenger bridges over major thoroughfares, the employment of English-speaking tourism officials to offer assistance to visitors, the strict enforcement of the drinking age, the inspection of emergency exits in nightclubs and the hiring of additional lifeguards to patrol beaches.” Sumano also points out that the reported incidents are usually the unfortunate result of internal drug trafficking, and do not target tourists. Plans for Promoting Tourism Mexico is expanding its touring horizons by focusing on adventure travel, diversifying the options agents can pass down to clients in order to meet the demands of more travelers. “Mexico is a tremendously rich and diverse destination. It’s well known for its beaches,
and if you want sun, sea, and sand then Mexico is hard to beat, but there is so much more to do beyond the beaches,” says Sumano. The Adventure Travel World Summit, recently hosted in San Cristobal de las Casas, gave Mexican suppliers the ability to network with leading adventure travel professionals from around the world. As a result of the recent focus on adventure travel, specialist travel agent BikeToursDirect has joined with Cancun-based tour operator EcoColors Tours to launch adventure cycling tours in Mexico for the first time. Mexico is also forming co-op partnerships to support efforts in selling Mexican destinations, and has entered into agreements with over 20 partners in North America throughout the year 2011.
New Airlines In addition to strategic collaborations, Mexico is projecting tourism surges with recent announcements of new major airline routes. In December 2011, Virgin America launched flights to Puerto Vallarta. Also last month, WestJet Airlines began daily trips to Puerto Vallarta, and announced they will boost service to Mexico from 42 to 50 flights per week. For 2012, Southwest Airlines Company and its AirTran subsidiary will be adding routes to Mexico from San Antonio, Texas and Orange County, California, set to launch in May and June, respectively. These new routes will enable agents to reach more clients by offering a broader selection of flight schedules. Green Initiatives As tourists become greener in their travel, eco-destinations are growing
increasingly popular. “In Mexico’s tourism sector, members of the federal and local government as well as the private sector have been practicing a number of sustainable practices for many years,” says Sumano. Mexico is home to more than 100,000 monuments built between the 16th and 19th centuries, as well as 31 cultural and natural landmarks recognized by UNESCO as World Heritage sites. Cancun’s successful hosting of the 16th annual United Nations Climate Change Conference (COP 16) is further evidence of Mexico’s greening efforts. The Mexico Tourism Board, a member of the Global Sustainable Tourism Council, is employing a program to convert culturally rich towns into visitor-friendly destinations with the help of local, state, and federal funding. Called “Magical Towns,” this program dually improves the lives of locals and gives tourists a culture-rich experience.
THE PLACE YOU THOUGHT YOU KNEW DISCOVER MORE AT WWW.VISITMEXICO.COM
Mexico has achieved award-winning status for its dedication to sustainable tourism. Mayakoba, a tourism development in Riviera Maya, received the Ulysses 2011 Award and the Sustainable Standard-Setter Award for its commitment to sustainability, improvement of the environment, and support of local communities. Huatulco, likewise, is the first destination in the world to receive Earth Check’s Gold Certification, which was previously restricted to facilities such as hotels and resorts. Efforts to Drive Tourism Growth The Mexico Tourism Board has recently introduced a $30 million advertising initiative under the direction of Gerardo Llanes, Chief Marketing Officer. Termed “The Mexico Taxi Project,” this campaign captures unscripted testimonials from American tourists regarding their stay in Mexico via hidden cameras in taxis. According to Llanes, “The innovative ads are designed to change perceptions of and drive tourism to Mexico.
The campaign features the very people American consumers trust most American consumers.” Mexico continues to see significant investment in tourism infrastructure. Mexico has launched 263 infrastructure improvement projects, which has in turn generated over 60,000 jobs. “Private sector investment in tourism is expected to amount to about $3.5 billion over the next three years, a capital inflow that will create about 20,000 jobs,” says Sumano. He continues, “Approximately $1.5 billion will be spent on new hotel developments in Mexico by a variety of hotel companies including IHG, Rosewood, Hilton, Hyatt, W Hotels, Ritz Carlton, AM Resorts, Four Seasons, and Sol Meliá.” For 2012, Mexico is projected to be an extremely “sell-able” location, offering a number of attractive destinations, and looking ahead to continued growth and development in the tourism sector.
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Artwork by Carolyn Steele • wwwcarolynsteele.com
Caribbean “No Take” Marine Protected Areas are helping to restore reef fish populations. Reef fish, lobster, conch, rays, sharks and octopus are all vital contributors to the health of coral reefs. The success of these protected areas depends on our RESPECT.
Hands, Feet, Fins, and Anchors instantly damage beautiful old coral animals. RESPECT ~ ENJOY ~ GET ACTIVE
Our Planet Depends on You! www.coralations.org
Service-Learning Orgs, Universities, and Schools – learn more about coordinating “fins on” ocean science data collection activities in the Caribbean. All aquatic skill levels welcome!
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Jamaica has a charm all on its own, primarily because of the openness and warmth of its people and their generosity. Tourism has always been an important and key factor within the Jamaican economy. With the passing of the Hotels Act of 1890, the government renewed the building of accommodation for the Great Exhibition of 1891. Hotels were opened in Jamaica’s capital city Kingston, as well as Moneague, Mandeville, Spanish Town, and Port Antonio. Further actions resulted in the creation of several organizations including the Tourist Trade Development Board and the Jamaica Hotel & Tourist Association. It was during this period that a focused effort was made to market the island as a key destination retreat. . Written by Paul Weston
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minister of tourism edmund bartlett
Great Strides
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oday, tourism is one of Jamaica’s leading industries, with more than three million travellers visiting its shores each year. The elements of Jamaica’s tourism product include attractions and tours, entertainment, accommodations, and transportations. “We’re making great strides, and there’s a lot to tell” stated Tourism Minister Edmund Bartlett. “We’re aiming to strengthen our infrastructure and expanding our product in terms of airport and cruise port facilities, roads and highways, transportation centres, accommodations and attractions.” Jamaica is clearly moving in the right direction, and they are set to introduce more cruise ship visitors in the near future. “As Jamaica’s popularity continues to grow among tourists on all continents, investment in expansion and additional development is strengthening the island’s infrastructure,
enhancing existing properties and adding well designed new construction in strategic locations.” stated Bartlett. Accommodations There are a considerable amount of places to stay if visiting Kingston, such as the Wyndham, the Hilton Hotel, and The Pegasus. It is always best to stay at a place that has an international reputation especially if you are a first time visitor to Jamacia. They also offer amenities such as monetary conversions and easier ways to get around the island. The more seasoned Island Traveler may opt for staying in rented homes located in residential neighborhoods such as Forest Hills, Mona Heights and Beverly Hills. The travellers that prefer these accommodations are usually connected to residents of Jamaica, whom they have known for a while and have made special arrangements to sublet their homes. Jamaica Attractions and History There is so much to see and do in Kingston, such as going to The Bob Marley Museum, Little Theatre or Coconut Amusement Park. A visit to Jamaica’s Montego Bay area would not be complete without enjoying a stop to the Martha Brae River and its grand Luminous Lagoon. The river is located in Falmouth, Trelawney, and according to local legend, it is associated with Spanish Conquistadores. For tourists, the river offers excellent and cost effective bamboo rafting adventures. Rafting during the daytime costs about US$30 (per couple and one small child up to ten years of age) per raft. The trip takes about 4.5 hours, and refreshments are included. Along the way, rafters enjoy the beauitful natural environment and view of Jamaic’a unique animal life. On Jamaica’s north coast between two towns with the romantic names of Discovery
Bay and Runaway Bay, lies the Green Grotto Caves. Named for the green rockweed that surrounds the area, the caves have a true connection with Jamaican history. The Taino people, the island’s first inhabitants, are thought to have used the caves for shelter, as many artifacts found at the site appear to confirm this idea. Historians also have no doubt that the Spanish sought protection in the Grotto caves when they battled the British army for control of the island in 1655. Beaches Jamaica’s seacoast has some of the best beaches in the world. There are several choices when it comes to beaches in Jamaica. It won’t take you long to find beaches with sand, surf, bars, eateries and friendly locals from across the island. Negril Seven Mile Beach is a strip of beach that has clear blue waters and goldensand, and is a perfect place to take the family. Doctor Cave Beach was named after the physician who donated his beach property for a swim club. The waters are crystal clear, and there are changing rooms and a bar on the beach. If you want to experience a great beach and learn some Jamaican culture at the same time then look no further than Boston Bay Beach. It offers the opportunity to mingle with the Jamaican locals and try local cuisine. They perfect beach for
families, groups of friends, and individuals who want to get away from the city is Cornwall Beach. There are food stalls and little restaurants nearby to sample food, and there is also comfortable lodgings close by. Future Developments “Jamaica will add 2,000 new hotel rooms on four different sites on the Island’s northwest coast beginning in the first half of 2012” said Bartlett. “Some of these represent the expansion of existing hotels while at least two new hotels are to be built” he added. As Jamaica’s tourism numbers grow on all continents, investment in expansion and additional development is strengthening the island’s infrastructure, enhancing existing properties and adding well designed new construction in strategic locations. Jamaica continues to ensure diversity in its offerings to visitors by introducing more attractions and accommodations that cater to a range of tastes, from high-end to budget. “I do emphasize that no development will be permitted to overtax the infrastructure or jeopardize the island’s natural resources. We will not permit escalated erosion of our island under any circumstances, for the land is our product, our home, our future.” stated Bartlett.
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The Fascinating Entry To Caribbean Experience Cuba, the island nation, is situated on the northwest of the Caribbean Sea, 145 km south of Florida, positioned at the entrance of the Gulf of Mexico. Being the largest island, among the Caribbean islands, this fascinating island nation has a size that is near to that of England. Columbus described it as a place which is ‘the most beautiful land yet seen by human eye’. Written by Jason Alexander
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Way of Life
C
uba has different connotations for different people. For some, Cuba denotes uprising and communism, Fidel Castro and Che Guevara and for others it brings up the images of 1950s sensational cocktail bars and fascinating American cars. Cuba stands out on the globe because of its people. Cuba’s population consists of a varied mix of cultures and races ranging from African, Asian to European. The people of Cuba are easy-going, guest embracing and very friendly. Amid restraints the population here has managed to be friendly with the world while considering the restrictions a part of life rather than feeling barricaded. Lack of material resources has not deprived the Cubans of the pleasures and joys derived through small things in life. Singing and dancing hold great importance to them and they boast of the brilliant quality of first-rate rum and cigars. Adorned with the marvelously-restored centre of evocative Havana, colonial Trinidad, the eye-catching landscape of Pinar del Rio, the forests of the Sierra Maestra and the glinting Caribbean beaches, Cuba is the aspired destination for the modern tourist. The coral reefs enveloping most of the island, luring a large variety of dish, are the favorite spots for scuba divers and snorkelers. However, Cuba is beyond the sun kissed beaches and affordable drinks. It is Cuba’s rich culture, exceptional political history and the never ending economic struggle that makes it a place worthy of being every traveler’s dream destination. Travelling through Cuba implies tapping the feet at its exhilarating music, experiencing how Cubans struggle
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to make their ends meet, and standing, and staring, at the land in which years have just fleeted by. Cuba, even after being reputed as a communist prison, is a very welcoming place for every tourist. All that you will need is a passport, tourist card, onward ticket
and the knowledge about the place where you have planned to stay. Before arriving at the immigration counter, you must make it sure that you have filled out your tourist card. In spite of the several efforts made by the United States to isolate Cuba, the island nation is still linked throughout the Caribbean and beyond. Cubana de Aviacion is Cuba’s national airline. Its state of the art fleet covers major routes
while its fares are generally affordable. However, flight delays and overbooking continue to be the irksome problems apart from the stiff rates it charges on every extra kilo of luggage over the 20 kg allowance. How to get there The Jose Marti International Airport located 25km southwest of Havana. The terminal 1 at southeast of the runway manages the domestic Cubana flights. Terminal 2 is positioned a few kilometers away on Av de la Independencia. Terminal 2 receives direct charter flights from the United States. Terminal 3, equipped with sophisticated facilities, is the arrival point for most of the international flights. Aerocaribbean and Aerogaviota avail of terminal 5 or the Caribbean Terminal. The chief transportation hub to Cuba is Jamaica. Everyday Cubana flies to Havana from Kingston and Montego Bay. It also flies two times a week to Havana from Guadeloupe, Martinique, Santo Domingo and Puerto PrĂncipe. The last two flights firstly halt at Santiago de Cuba. Cubana also flies everyday between Nassau and Havana from the Bahamas whereas Bahamasair takes off thrice a week. However, it is not possible for US citizens to buy Nassau-Havana tickets online or from anywhere in the US.
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How to Sell Cruise Travel Cruise travel appeals to a diverse customer base composed of various ages, social standings, and lifestyles. Whether travelers opt for cruises in pursuit of romance, relaxation, family bonding, or adventure, cruises offer an ideal getaway, well suited to any taste. Since cruises depart out of ports all over the world, cruises are ideal during any season. Once on board, travelers enjoy endless activities, enough to keep anyone busy from departure to return. Customers also enjoy the hassle-free nature of cruise travel, since excursions are typically offered as all-inclusive packages. Written by Kelli Pavlovec
Why Sell Cruises?
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he allure of cruises to customers is one of the main reasons they are easy to sell. Cruises generate more satisfied customers than other vacations, and therefore more referrals and a steady stream of repeat clientele. Cruises also take less time and effort to sell than other vacations, around 35 percent less, according to research. With less time invested in the sale, the return on investment is proportionately larger. Another benefit to selling cruises is the commission. Commissions on cruises can be pretty hefty, as high as $300 on average.
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Overcoming Challenges Given the advantages of selling cruises, travel agents not surprisingly prefer selling cruises to land vacations. Although cruises require less effort to sell, agents need to establish a sales and marketing plan for success. The key to higher commissions is in generating higher sales, which is a direct result of consistent marketing. According to Jan Swartz, Executive Vice President of Sales, Marketing, and Customer Service for Princess Cruises and Cunard Line, ‘The biggest challenge travel sellers face, and their greatest opportunity, is helping cruise lines generate new demand for our products.” In order to drive more sales, travel agents should be more aggressive in anticipating potential customers’ needs and selling to that need, rather than being an answering and booking service. Agents need to focus on creating demand, and guiding customers through informed decisions based off of what they crave in a cruise excursion. Swartz explains that “generating new demand for our products means spending more time on proactively selling and marketing our cruises.” Tips for Initiating Sales An astonishingly large number of individuals have never been on a cruise, representing a promising untapped market. First-time cruise travelers are typically undemanding, straightforward targets, as they have the least-formed opinions of what they want in a vacation. The best way to start selling is to friends, family, and acquaintances, often referred to as affinity groups. Since affinity groups are composed of familiar individuals, it is easy to form a customized itinerary based off of their individual needs and wants. These affinity groups will then spread the word to their network of friends. Word-of-mouth is widely
known as one of the most effective methods of advertising. Since word-of-mouth referrals are effective for driving repeat customers, agents need to ensure the news being passed around is positive. Consistently charming customer service is essential for propelling return clientele. The quality of service agents provide has a great influence on customers’ overall experiences, and their willingness to pass on positive feedback to their acquaintances. Social Media as a Marketing Technique In today’s age of technology, business professionals have numerous advertising options at their fingertips. One of the best outlets for promotion is the utilization of social media sites, such as Facebook, Twitter, and the new Google+. These social media outlets offer a free way to promote cruise travel packages and highlight specials. The potential return on investment (ROI) from advertising via a free medium is virtually infinite. Regardless of the method travel agents use to sell cruise travel, it is important to establish a solid marketing tactic and stick with it. Plans that incorporate proactive selling, innovative marketing solutions, and quality customer service allow for maximal success.
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