industry news - feature destinations - interviews - travel tech
MARCH 2012
FEATURING
CALIFORNIA
NEW YORK
HAWAII
ECO AVIATION and MUCH MORE!
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
3
MESSAGE FROM
THE EDITOR EDITOR: Paul Weston | EMAIL: paul@traveltrademag.com | WEB: www.traveltrademagazine.com
W
elcome to the March issue of Travel Trade Magazine. In this month’s issue, we head to the big apple and highlight the amazing records New York City is achieving to draw more tourists into the city. With the number of international travelers worldwide booming, the race to attract them has become a global undertaking, and NYC & Company has opened offices around the world. Foreign tourists make up 20% of the city’s visitors, but represent half of all visitor spending. California and Hawaii, also in full force to draw more visitors this year share their strategic plans to increase its attractiveness to potential tourists from abroad.
magazine contact
As always, our March issue is full of insights from travel leaders, current and upcoming events, and the latest travel news and tech gadgets. This issue has something for everyone who wants to know something about everything in the travel industry. Enjoy and safe travels,
Paul Weston Editor Travel Trade Magazine
traveltrade
Published by Select Digital Media, 100 Western Battery Rd, Toronto, On, Canada
magazine team EDITOR: Paul Weston t. 647.933..9070 x 207 e. paul@traveltrademag.com
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Maxine Chambers Jake Diaz e. info@traveltrademag.com
Kathleen Convicto
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contents MESSAGE FROM THE EDITOR..............................................................03 A quick introduction and updates from our editor Paul Weston.
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ONE ON ONE WITH HENRI BIRMELE GM OF SANGRI LA HOTEL
TRAVEL TRADE NEWS.......................................................................08-13 The latest industry news and hot topics.
TRAVEL INDUSTRY EVENTS MARCH...................................... .14-15 Travel industry event listings and trade shows worldwide.
ONE ON ONE....................................................................................... 16-17 Q&A with Henri Birmele of Hotel Shangri-La.
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TRAVEL GADGETS AND GEAR................................................... 18-19 CANON VIXA G10
TRAVEL TECHNOLOGY AND GADGETS
Gadgets, gear and travel technology for the road warrior.
TOP 10 HOSPITALITY TRENDS FOR 2012........................ 20-25 Technology demands that hotels become more social and engaging in their marketing efforts.
CALIFORNIA........................................................................................... 26-33 A land of abundance and opportunity.
NEW YORK CITY................................................................................ 34-41
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TOP 10 HOSPIITALITY TRENDS HOTEL MARKETING BECOMING MORE COMPETITIVE
Tourism big business for the Big Apple.
HAWAII..................................................................................................... 42-46 Stunning vistas, lush rainforests, dramatic mountain ranges.
IATA - THE AIR TRANSPORT ASSOCIATION..................... 48-50 Represents, leads and serves the airline industry.
ECO-AVIATION.................................................................................... 52-51 Sustainable Biofuels in flight.
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CALIFORNIA
THE GOLDEN STATE
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42
NEW YORK CITY
TOURISUM BIG BUSINESS FOR THE BIG APPLE
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IATA
52
ECO-AVIATION
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TRAVEL EVENTS
TAKING A CLOSER LOOK AT IATA AND THEIR ROLE IN THE INDUSTRY
HAWAII
AND TOURISM GROWING
INDUSTRY REPORT ON THE IMPORTANCE OF BIO FUEL
advertisers: RADISON....................................................................................................................02 NEVADA......................................................................................................................12 SAN DIEGO..............................................................................................................32 VRGIN ATLANIC.....................................................................................................37 LAS VEGAS...............................................................................................................41 SWAIN TOURS........................................................................................................47 INGLE INSURANCE...............................................................................................54
AND INDUSTRY TRADE SHOWS
traveltradeNEWS TRAVEL NEWS
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People Express airlines flies again The low-fare People Express airline is staging a comeback after a 25 year absence, it has announced.
Ireland PM states tourism is top priority Ireland Prime Minister Enda Kenny was the keynote speaker Irish tourist board Tourism Ireland’s recent luncheon in New York to mark the unveiling of its new marketing slogan, “Jump into Ireland.” Kenny, who was the country’s tourism and trade minister from 1994-97, said he appreciated tourism’s economic significance even more since becoming prime minister. “This is a priority of government,” he said. “And the reason it’s a priority is we recognize we have most of the infrastructure in place for many years now: hotels, roads, golf courses, facilities, spas, all of the things that people look for.” At the industry luncheon Joe Byrne, head of Tourism Ireland’s marketing in North America, showed new commercials in support of the “jump in” theme, which he said would be shown on television, in movie theaters and during in-flight programming.
The new PeoplExpress Airlines expects to have between seven and 10 Boeing 737-400 aircraft flying on East Coast domestic routes by the end of the 2012. The airline will be based at Newport News/Williamsburg Airport in Virginia, filling a slot made available by the exit of AirTran. PeoplExpress services to Pittsburgh, Providence, R.I, West Palm Beach, Florida and Newark, N.J, will be launched in early summer according to Chief Operating Officer Mike Morisi, who was team manager for the original People Express. During the 1980s, People Expressoperated from an airport terminal in Newark to grow into one of the largest airlines in the US at a time when few airlines offered similar low-cost, no frills services. The carrier soon hit financial troubles, however, ultimately merging with Continental Airlines in 1987. Along with Morisi, the relaunched company’s leadership includes a handful of personnel from this period.
TRAVEL NEWS
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A Road Warrior’s Guide to Smart Travel: 27 Tips to Help You Stay Productive
Mayan end of days an opportunity for Mexican tourism The Mexican Tourism Board, along with a number of tour operators and hoteliers, is now promoting its country’s culture, traditions and archaeological sites through hundreds of Mayan-theme events, festivals and packages aimed at bringing tourists to the region. The region of Mexico that was part of the Mayan empire (along with neighboring Guatemala, Belize and Honduras) is now being marketed as the “Mundo Maya”, or Mayan world, in a major advertising campaign for the country. Each of the five southeastern states comprising the ancient world of the Maya (Quintana Roo, Campeche, Tabasco, Chiapas, and Yucatan) is highlighting two archaeological sites this year, with more than 20 other sites open to the public.
For many businesspeople, traveling is a black hole of frustration, stress, and work that piles up while you’re stuck on a plane. Jason Womack offers a wealth of strategies to help you make the most of your time on the move so that you can accomplish great things once you reach your destination. If you’re one of the many Americans who travel regularly for business, this scenario is probably all too familiar. Airports, delays, and forced downtime are the bane of the road warrior’s existence, because they usually mean you’re getting even farther behind on your constantly expanding to-do list. According to Jason Womack, though, when you travel smart, you can continue to make huge strides with whatever you want to accomplish (even when you’re stuck at an airport gate)—you just have to implement the right tactics. If you’d like to increase your productivity the next time you don the armor of a road warrior, then read on for 27 of Womack’s tips to help you save time, cut stress, and accomplish great things while you’re on the road.
traveltradeNEWS TRAVEL NEWS
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UK Holidays expects boost from Visit Britain marketing campaign UK Holidays expects boost from Visit Britain marketing campaignUK culture secretary Jeremy Hunt unveiled the new UK Holidays strategy this week, which uses the Union Jack flag and a series of images bearing the brand “GREAT” to form the bulk of its campaign. It is to be rolled out in New York from Monday, with the inside and outside of a New York subway train wrapped in the GREAT branding along with advertizing in key transit hubs, including Grand Central and Stamford stations. The 14 cities targeted in the campaign are: Beijing, Berlin, Los Angeles, Melbourne, Mumbai, New Delhi, New York, Paris, Rio de Janeiro, Sao Paulo, Shanghai, Sydney, Tokyo, and Toronto. Around 70 per cent of the population in each of these cities is expected to see the advertising on billboards, TV, or in the cinema.
New emergency drill policies on cruises now mandatory Cruise industry associations across the globe have announced a new emergency drill policy requiring mandatory muster for embarking passengers prior to departure from port. The new muster policy, which has been voluntarily initiated by the associations’ members, is effective immediately. The Cruise Lines International Association (CLIA), the European Cruise Council and the Passenger Shipping Association proposed the policy following the January 27 announcement of a Cruise Industry Operational Safety Review in response to the Concordia incident and as part of the industry’s continuous efforts to review and improve safety measures. “On rare occasions when passengers arrive after the muster has been completed, passengers will be promptly provided with individual or group safety briefings that meet the requirements for musters applicable under the International Convention for the Safety of Life at Sea (SOLAS). The formal policy is designed to help ensure that any mandatory musters or briefings are conducted for the benefit of all newly embarked passengers at the earliest practical opportunity,” a joint statement from the associations read.
TRAVEL NEWS
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Abu Dhabi Tourism builds cultural heritage The board of the new Abu Dhabi Tourism & Culture Authority (ADTCA) has held its inaugural meeting, under the chairmanship of His Excellency Sheikh Sultan Bin Tahnoon Al Nahyan. The new body will replace the Abu Dhabi Tourism Authority (ADTA) and the Abu Dhabi Authority for Culture and Heritage (ADACH). The objective of the authority is to preserve, protect and manage the emirate’s cultural heritage and leverage it as the core driver of the emirate’s tourism development and promotion. The board also authorised an audit of the assets and facilities of the former Abu Dhabi Tourism Authority and Abu Dhabi Authority for Culture & Heritage ahead of the implementation of an integration action plan.
Egypt Tourism Authority advances with travel Egypt has always been a pioneer for emerging communications and technologies. As one of the first to launch with .travel, the Egyptian Tourism Authority has since undergone striking advancements with .travel. With the great success of Egypt’s first .travel website, the Egyptian Tourism Authority has developed another .travel website, www.trade. egypt.travel . This secondary site was created for a more confidential audience, directed at the travel professional and media. Upon visiting the site, all viewers are asked to register. In kind with the parent website, this site gives detailed travel information, but also access to photographs, media kits, and press releases. Since going live, the site has had 40,000+ visits. With the combination of the staggering growth in visits to www.egypt.travel and the quick successes of the new addition to their web family: www.trade.egypt.travel , the Egyptian Tourism Authority, has set an example as to how to make .travel work effectively.
traveltradeNEWS TRAVEL NEWS
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Carnival Legend to organize exciting European cruises in 2013
CAA to help industry comply with ATOL Reforms ABTA confirms that it is developing plans with the CAA to introduce a new scheme to help ABTA travel agents to comply with the ATOL system of financial protection more easily and cost effectively. Last week, the Department for Transport outlined a package of reforms to ATOL to extend protection to include ‘Flight Plus’ holidays. A ‘Flight Plus’ holiday is when a customer buys a flight and accommodation and/or car hire, together (either on the same day as the flight, the day before or the day after) from the same travel company. While details of the new scheme will be set out for Members in due course, it is expected that it will enable ABTA travel agents who wish to sell ATOL-protected holidays to acquire an ATOL licence directly through ABTA and save them the additional costs and paperwork of applying for an ATOL individually.
Carnival Cruise Lines will launch its widest array of European itineraries ever with Carnival Legend offering an exciting choice of options, including the line’s first Norwegian fjords itinerary and its first extended program from the UK, as well as cruises to the Baltic, Mediterranean and British Isles, beginning in spring 2013. In total, Carnival Legend will operate 17 European cruises between April 22 and Oct. 31, 2013, visiting 34 ports across 18 countries. “For the Carnival Legend’s 2013 European season, we’ve assembled a truly outstanding collection of ports that offer our guests an exciting diversity of experiences, from viewing breathtaking Norwegian fjords and the lush Irish countryside to visiting centuries-old landmarks and exploring UNESCO World Heritage cities such as St. Petersburg and Tallinn,” said Gerry Cahill, Carnival president and CEO.
TRAVEL NEWS
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Emirates creates Travelport Ticket Rebooking Emirates Airline, the Middle East’s largest carrier, has deployed Travelport Rapid Reprice technology with the rebooking module and Travelport Rapid Reprice Select on www. emirates.com. The move gives the carrier’s online travel buyers all-new ticket repricing capabilities.
Breezes Resorts & Spas Launches New Dream Wedding Breezes Resorts & Spas is now offering pairs even more personalized options with the new Breezes Dream Wedding and Honeymoon Collection. With a choice of three wedding packages and five colorful Island Inspirations themes (aqua, tropical, seashell, flora and blossom), couples can tailor their big day to best fit their personalities. At the same time, they also keep their budgets in check. In addition to the complimentary wedding option, brides and grooms who have family and friends booking five or more rooms to join the celebration will enjoy the sixth room for free. There are the three Dream Wedding packages, which are on offer at five resorts in Jamaica, Curacao and The Bahamas.
The Rapid Reprice Rebooking Module allows customers to maintain control of their journey when changing travel plans. The rebooking module has a user friendly graphical user interface (GUI) that is integrated with Emirates’ “manage an existing booking” feature on which allows passengers to change or cancel their itinerary 24X7 from any device that has an Internet connection. When Emirates website customers need to change or cancel itineraries, Rapid Reprice Select eliminates the need to conduct separate shopping requests to find more than one alternate low-fare itinerary. In a single request, a selection of instantly bookable alternates is presented with complete pricing, including accurate fares, taxes, additional collections, refunds, penalties or fees.
EVENTS
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EVENTS THIS
MARCH MARCH 2ND-4TH
MAHANA LYON Mahana Lyon is an exhibition which can help you to plan your holiday, in France or abroad,by providing information on stays, training, weekends, accommodation, transportation. Visitor profile includesCorporate and Business Travel Decision Makers, Leisure and Holiday Travellers (FIT & Groups), Travel Trade Members, Corporate and Business Travel Decision Makers, Leisure and Holiday Travelers. MORE INFORMATION:
WWW.EVENTSEYE. COM/FAIRS/F-MAHANA-LYON-1747-1.HTML
ASSOCIATION SPRING TRADE EXPO This hospitality marketplace brings together buyers and sellers for two days of networking and camaraderie. Coming March 4th and 5th, the Association’s 38th Annual Expo is a show not to miss! close to 400 exhibit booths were featured making this Expo one of the largest in the region. Attendees come out of winter hibernation and enjoy two days of reconnecting with old industry friends. MORE INFORMATION:
WWW.BIZTRADESHOWS. COM/TRADE-EVENTS/ OCEANCITY-HOTELRESTAURANTSPRINGTRADE.HTML MARCH 6TH-8TH
THE TRAVEL GOODS SHOW
MARCH 4TH-5TH
OCEAN CITY FOR THE ANNUAL HOTEL-MOTEL-RESTAURANT
featured event
MARCH 7TH-12TH
ITB BERLIN
ITB Berlin will be an adventurous opportunity to enthrall with ones dream holiday. The travel fair will provide many exciting offers to the attendees. The combination of trade exhibition, public exhibition and the biggest professional convention worldwide attracts more than 18,000 of visitors, exhibitors and media representatives every year from 187 countries.
MORE INFORMATION: WWW.BIZTRADESHOWS.COM Reisen Hamburg 2012 The 2012 Travel Goods Show will be a unique outlet where one will be able to access all possible features related to tourism packages, trips and many more. The most exciting privilege of show is that all the lively offers will be available under one roof. The 2012 Travel Goods Show will be one of the best travel shows which will have variety of products and services which are vital while going on tour. It
will be best event for the professionals linked to this industry. MORE INFORMATION:
WWW.BIZTRADESHOWS. COM/TRADE-EVENTS/ TRAVEL-GOODS-SHOW. HTML MARCH 9TH-MARCH 11TH
CHINA INTERNATIONAL OUTDOOR TRADE SHOW China International Outdoor Trade Show will aim
EVENTS
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at tapping the potentially strong Chinese market for products and services related to outdoor and recreational activities. Apart from paving the way for the international traders and manufacturers dealing in various sectors of leisure, sports, etc. this three day event will also aim to take complete advantage of the thriving tourism market in the country by attracting a large number of seasonal travelers to the show grounds as well.
magazines, websites, Publicity Associations and National Tourist Authorities from neighbouring states
MARCH 21ST-24TH
MOSCOW INTERNATIONAL EXHIBITION TRAVEL & TOURISM (MITT) MORE INFORMATION:
WWW.BIZTRADESHOWS. COM/TRADE-EVENTS/ SANDIEGO-TRAVELEXPO.HTML MARCH 15TH-18TH
ROMANIAN TOURISM FAIR
MORE INFORMATION:
WWW.BIZTRADESHOWS. COM/CHINA-INTERNATIONAL-OUTDOORTRADE-SHOW MARCH 10TH-11TH
SAN DIEGO TRAVEL EXPO
Being organized by Shows Usa, the San Diego Travel Expo is one of the largest travel show in San Diego. For 3 days the event will be taking place at the San Diego Convention Center. Travel agents, consultants, transport owners & operators (air, train, coach, car hire), forex bureaux, customs & immigration, publications e.g. travel guides &
featured event
Romanian Tourism Fair is one of the largest trade event of tourism industry in Romania. This is a perfect venue for macro level decision makers, payees of medical travel, specialized medical suppliers, travel providers, medical facilities and representatives from major medical tourism destinations to gather under one roof. MORE INFORMATION:
WWW.BIZTRADESHOWS. COM/TRADE-EVENTS/ ROMANIAN-TOURISMFAIR.HTML MARCH 19TH-21ST
FOCUS CANADA 2012 -CHINA China will bring together representatives from 50 leading Canadian seller organizations with
MITT will be an excellent blend of joy and adventure. Moscow International Exhibition Travel & Tourism (MITT) will also offer award ceremony which will catch the attention of the award winners to attend the show. More than 3,000 exhibitors will be participating in the show from all over the world. Many exhibitors will be participating in the event such as tour operators, national & regional tourist boards, hotels, resorts & health spas, airlines, cruise lines & ferries, car hire companies and insurance providers.
MORE INFORMATION: WWW.TRADESHOWS-BIZ.COM over 70 qualified travel agents and media from China in a business exchange with a proven format of pre-scheduled business appointments. It will provide outstanding opportunities to network and build valuable business relationships through the appointment sessions and social functions.the opportunity to plan innovative, incentive, event and meeting solutions in one place at one time.
MORE INFORMATION:
WWW.TRADESHOWSBIZ.COM/ORGANIZER/457.HTML
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
ONE ON ONE
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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 Shangri-La 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 two-year $30 million redesign as an eco-friendly style icon, the 4 star Hotel ShangriLa 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 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
ONE ON ONE
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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.
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 Time Magazine listed The Shangri-la among - we have the best view from our Rooftop Bar the top “100 Greenest Buildings” in the overlooking the Santa Monica Bay and the Pier world. Tell us about the efforts the Shangriand once you add the incredible Sunset - it is la makes towards sustainable tourism? picture perfect. On the same level we have our Penthouse which is Being one of the our small meeting 100 most Important space for up to Green designs in the 50 Guest with a World and only 6 large terrace and of them were Hotels lounge furniture, is certainly a great again overloking honor. Green is a big the Bay of Santa “ticket” for us and Monica with Malibu are try proud of, for in the distance example the low flush the quintessential toilets using different California view power depending with outstanding on the need , our service. A place amenity bottles are where you can made out of cornstarch not plastic, our Pool is reconcile your vacationing dichotomies as heated and has metal balls that are great playful we provide everything you could want or decorations as well as keeping the temperature need with a totally Zen experience out of the warm and just looks beautiful. We are also working Window. When you come to LA you almost on a couple green initiative for 2012 that will be have to pick between the dynamism and the first in the US and there will be more to come. exuberance of Hollywood or coming to the beach and we have combined the two. More Information http://www.shangrila-hotel.com
TECHNOLOGY PRODUCTS
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TRAVEL GADGETS
Canon’s flagship Vixia G10 weighs just 1.2 lbs, but packs a flabergasting amount of technology with an easy-to-use interface. 32GB of built-in internal flash memory, dual SDXC card slots, and a trove of awesome filters and capabilities. Bridging a gap between pro and amateur, the G10 captures lifelike 1080P HD video, touts a highly sensitive CMOS sensor for great lowlight capture and up-to 10x zoom.
#1 CANON VIXIA G10
www.usa.cannon.com
PRICE $1,499.00
#1 Canon Vixia G10
TECHNOLOGY PRODUCTS
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FOR THE TRAVEL GEEK
#2 CANON
#3 EARTHMATE
#4 5 CONTOUR
Like its predecessor, the S90, the camera delivers incredible photographs, shot after shot, without any fuss or fiddling. It has one of the best picture priority and auto modes we’ve seen. HD video capture, manual function dial, an improved case material, and additional filter functions make this a first class compact shooter.
The new Earthmate by Delorme should be on your travel wish list. Both a handheld GPS and a text-messaging gadget, the device works where cell phones don’t. Send, receive text messages from beyond cell phone range, get message delivery confirmation, enable remote tracking, and send 2 -way interactive SOS.
The Contour Roam offers great HD quality video that can fit in the palm of your hand. Durable and waterproof, this lightweight little item is tailor-made for outdoorsy types. Best of all, you can clip it to your helmet for hands-free recording.
PRICE: $440 MORE INFORMATION: www.usa.cannon.com
PRICE: $249.95 MORE INFORMATION: www.delorme.com
POWERSHOT S95
GPS
ROAM CAMERA
PRICE: $199 MORE INFORMATION: www.contour.com
#5 KEY
PASSWORD PROTECTED USB DRIVES One of 2012 new gadgets is a military grade password protected USB drive. This is not a software encrypted USB drive where there are ways to get the data. This well designed protected USB drive will never ever have it’s data fall into the wrong hands. This awesome new product has a 7-14 key pin which encrypts your files and is so durable it’s even waterproof. PRICE: $125 MORE INFORMATION: www.
#6 SAMSUNG 4G LTE MOBILE HOTSPOT
When you’re on the run or traveling, looking for wi-fi is the last thing you want to be doing. MiFi devices have made personal hotspots attainable to road warriors, and this candy bar sized Samsung device delivers Verizon’s speedy 4G LTE network to your position without any hassle. PRICE: $99 MORE INFORMATION: www.samsung.com
#7 CASEPOWER
#8 TRAVELON’S
IPHONE CHARGER BAG BUNGEE Unlike attachment straps, the /CASE Travelers have made the iPhone their new best friend thanks to its all-in-one multifunction essentials including making calls, internet access, sending emails, taking photos or HD video and a gazillion travel apps. Enter the mighty CasePower iPhone charger cases. Not only do they all but double the power of your iPhone, they’re super-slim, look fantastic and come at a great price and in three different colours for the “poppers” (frames), there’s a rubber Worker alternative for adventure travellers, they are also available for your old iPhone 3s, and iPads (both versions).
PRICE: $89.85 MORE INFORMATION: www.casepoweroz.com
Travelon Bag Bungee requires no strap adjustment, will not topple your luggage, and secures virtually any item to a wheeled suitcase. Unlike sleeve systems on many shoulder totes, the attachment device prevents sliding by firmly securing the second item you place on top of your bag. PRICE: $15 MORE INFORMATION: www.travelonbags.com
#9 FLIGHT TRACK FLIP of the coin whether to go with Flight Board or Flight Path, but this one’s so easy to use and offers real-time flight departure info, zoomable maps, delay updates, the ability to find alternative flights with the tap of a finger, share flight status with one-touch email or social media, and you can synch the info with your phone’s calendar. Impressively, it covers 4000 airports and 1400 airlines. PRICE: $5.49 iTunes MORE INFORMATION: www.itunes.apple.com
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With 2012 expected to be a good year for hospitality industry in general, hotel marketing is becoming more competitive.
A
ccording to “the hotel guru�, hospitality industry consultant Robert Rausch, high consumer demand and new technologies will press hotel chains to work even harder at upgrading properties and marketing their brands in newer and more engaging ways. As president of San Diego-based hospitality management company R.A. Rausch & Associates, Rausch has compiled his own list of the top 10 hospitality trends for 2012, that sees online marketing becoming ever more defined, with competition hotting up as growth continues.
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EDITORIALFEATURE
1. MORE INVESTMENT IN RENOVATION Hotel companies are getting tired of delaying capital expenditures, so 2012 is the year when more and more hotels decide that, “the time is now” for replacing and adding beds and flatscreen TVs, renovating lobbies, restaurants, bars and fitness centers. With more hotel sales expected, additional renovations are unavoidable, as sale contracts always contain a provision that requires the new owner make upgrades. 2. NO NEW DEVELOPMENT MONEY ON THE DEBT OR EQUITY SIDE Despite increased spending on renovations, Rausch does not anticipate much in the way of development money on the debt or equity side. However, as he says, “optimism reigns. A great deal can, and will, get done.”
4. BRANDS AIM TO EXPAND THEIR MARKET SHARE BY INVESTING IN DEALS With a limited number of development deals likely to get financed, hotel brands are investing more and more into deals that will expand their market share: Names like Starwood, Hyatt, and Intercontinental are aggressively chasing the lead set by global giants Hilton and Marriott. “Whether it’s key money, mezzanine debt or equity, seasoned developers will have their way with the brands as they fight for share of the new builds,” says Rausch. 5. ONLINE BOOKINGS GROW – BUT AT A SLOWER RATE
One of the biggest areas of growth is expected in bookings and research done online, particularly from mobile devices. Over 114 million online users are expected to research their travel options 3. RECOVERY FROM online this year, 94 million of whom THE RECESSION IS NOT will actually book reservations, EQUALLY DISTRIBUTED amounting to 50 percent of all travel bookings. While this sounds The top 25 US markets have been like a huge figure, the online travel able to bounce back relatively market has matured and is therefore unscathed from the recent recession, expected to remain fairly stable. as have those markets that took the worst battering. Many secondary and tertiary markets, however, have yet to experience a strong recovery.
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EDITORIALFEATURE
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EDITORIALFEATURE
6. MORE BOOKINGS AND VACATION RESEARCH DONE THROUGH MOBILE DEVICES On the other hand, research of lodging and travel options made via smart phone, as well as booking direct with the hotel quadrupled in the two years 2008-2010 according to Forrester Research, with Google anticipating mobiles outranking PCs as the most common web-accessible device by 2013. If hotels are to attract these potential mobile transactions, it’s crucial they optimize their online services accordingly. 7. SOCIAL MEDIA WILL CONTINUE TO BE AN IMPORTANT TOOL FOR GENERATING REVENUE More than just the ability to chat with friends and family, social media is increasingly being utilized as a commercial marketing tool, with 22 percent of the travel industry currently employing social media to generate revenue and bookings and a further 27 percent planning to do so within the next five years. Social media is gradually becoming part of Search Engine Results Page (SERP) algorithms, and with Facebook posts now integrated into Bing search and Google+ emerged with native integration into Google search, social media is now a necessary ingredient to driving traffic to a site.
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EDITORIALFEATURE
8. NEW TECHNOLOGY TRANSFORMS HOTEL MANAGEMENT INTO A SCIENCE The hospitality industry must keep one step ahead of new developments in technology. Revenue management was first introduced by the airline industry during the 1970s, and has developed into a complex science. While hotel managers have always altered prices according to demand, it’s now possible to update rates according to the fluctuating market on a daily basis using advanced market intelligence applications: Solution providers like TravelClick now provide pace reports for transient and group demand that look at bookings one year in advance. 9. PRICING WILL BE AFFECTED BY DISTRIBUTION CHANNEL MANAGEMENT Hoteliers need to make sure they keep up-todate when it comes to distribution channel management: this has expanded beyond online travel agents (OTAs) and now includes
popular sales vehicles like metasearch, flash sales and mobile channels. It’s no longer enough for hotel owners and operators to be aware of these different mediums, they will also be required to know the costs of the different distribution channels and the returns each of them can be expected to yield, employing the most cost-effective ones to preserve rate parity and maintain their brand. 10. PREPARE FOR GROWTH – BUT DON’T GET AHEAD OF YOURSELF Rausch predicts that, despite a stabilizing of demand this year, room rates will continue to grow beyond the rate of inflation, leading to a marked improvement in both profits and values. He does however advise hoteliers not to celebrate too early, reminding those in the industry to be aware of, “where we are in the game. We are in the second inning of the industry when compared to a baseball game with the peak or 9th inning coming in 2016”, and recommends caution from 2017 onwards.
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or the tourist, California has it all, from incredible natural beauty that includes miles of beaches, national parks and wildernesses, redwood forests and deserts, to world-famous cities San Francisco and Los Angeles and top entertainment destinations Hollywood and Disneyland. In terms of specialist tourism, it offers wine tasting, ecotourism, hiking and surfing, to name just a few. As one of the top tourist regions in the United States, how does California’s travel industry make the best of its abundant natural resources and market the Golden State to its fullest potential? According to the California Travel and Tourism Commission (CTTC) in its five-year strategic marketing program, a brand enrichment plan created in partnership with some of the best and brightest leaders in the industry, California is a place where both visitors and residents can experience life to the fullest. This sentiment is echoed in the slogan of the CTTC’s official consumer website visitcalifornia.com, “Find yourself here”. The landscape is changing however, and the travel and tourism industry must now adapt to sustained economic challenges, evolving demographics, emerging technology and shifts in consumer travel patterns. California’s tourism office thus needs to work harder than ever to maintain its huge travel base and promote the vast state not just as a destination but as a brand.
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In keeping with figures throughout U.S, California visitor figures dipped in 2009, but have been steadily recovering ever since: The CTTC hopes to ensure this growth continues with responsive, creative and forward-thinking strategic marketing in its 2011-2016 strategic marketing plan. The most attractive customers for the CTTC are those international visitors who not only stay the longest but spend the most. Visitors from Mexico, Canada and overseas were responsible for less than 10 percent of all trips in 2009, but accounted for 18 percent of all visitor spending to total USD 15.6 billion, directly supporting almost 157,000 California jobs. With the international market opening up and an increasing number of visitors to California hailing from Asia, Europe and Australia—and the nations China, Japan and South Korea in particular—California’s tourism commission has upped its budget for international marketing by 250 percent, and has opened global offices in Mexico, South Korea, China, India, France and Italy. Just five years ago, the key to maintaining the California brand would have been through the traditional media of TV advertizing, magazines and CTTC publications. Today, CTTC’s core programs also include the website visitcalifornia.com, social media, branded content integration and public relations .A good website should do more than just bring visitors to the state; it needs to continue to attract them during their stay. In a study conducted by CTTC of visitcalifornia. com users who actually visited the Golden State, 70 percent said they accessed the Internet during their trip, both for maps and directions (52 percent) and visiting the CTTC website (27 percent) as well as to share their experiences with friends and family through social media (27 percent).
answer the cal l at sandieg o .o r g
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YOU WANTED? San Diego feels just like that.
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EDITORIALFEATURE
In addition to providing downloadable, interactive maps, some of visitcalifornia. com’s most popular pages include selections from a variety of local experts. The usergenerated marketing initiative “California Fives” is based around compiled “best of” lists created by anyone with five great California travel stops to share. Heavy promotion by CTTC across almost all its consumer messaging platforms resulted in nearly 500 California Five lists created in its fiscal year.
The majority of visitors to California, as well as the highest spending figures, are concentrated on the densely populated counties of San Francisco’s Bay Area, Los Angeles and San Diego. The CTTC’s marketing strategy does not only focus on these areas, however: The growing network of California Welcome Centers acts as a physical touch point for consumers, offering relevant information as well as the motivation to explore more of the state.
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Tourism Remains Big Business in the Big Apple New York City has barely waved goodbye to its historic 50 millionth visitor before its tourist office prepares new marketing strategies for the next 50 million – or more, if new campaigns prove as successful as analysts are anticipating.
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MAYOR MICHAEL BLOOMBERG
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ew York’s booming tourist industry, which brought in USD 32 billion as well as 320,000 jobs throughout 2011, couldn’t come at a better time for a city gearing up for tough times in the financial sector. “We are cognizant of the forces that we have little control over, such as the world economic situation,” says George Fertitta, CEO of NYC & Company, New York City’s official marketing, tourism and partnership organization. “No one can really anticipate any of the currency fluctuations, but when we do all of our research, we still believe we’re going to grow by at least 2 percent next year.”
Having started life as the New York Convention & Visitor’s Bureau Inc in 1935, the organization was rebranded as NYC & Company in 1999. Since then, New York’s tourist arm hasn’t looked back, with visitor numbers climbing steadily over the past 12 years. Even New York mayor Michael Bloomberg, one of the strongest supporters of tourism initiatives in the city, couldn’t predict the runaway success of recent marketing campaigns. Not long after his 2006 announcement that New York would reach its target 50 million visitors annually by 2015 he moved the deadline forward to 2012 – a goal the city managed to score one year early. By the time the clock was counting down for 2012 in Times Square, the official estimate for New York was put at 50.2 million visitors – a substantial climb from 2005, when 42.7 million people visited the city. This annual figure includes all visitors to New York City arriving from more than 50 miles away, including daytrippers. New York surpassed other top destinations in the U.S over this period, with hotel bookings up about 20 percent on 2005 numbers. According to Smith Travel Research, however, this rise was not as significant as other international markets, including London, Hong Kong and Berlin.
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INTERNATIONAL TRAVEL As the international travel industry grows, the race to attract global travelers is on. In its bid to attract more of the tourist dollar, NYC & Company has opened offices in other parts of the world: Foreign tourists make up 20 percent of New York’s visitors and a whopping 50 percent of all visitor spending. Many of New York’s overseas visitors came from the U.K, while the city has also proved a popular destination with travelers from Italy and Ireland. With so many of its tourists coming from European nations, marketing
officials are undaunted by financial difficulties in the region. Instead, they’ll be focusing efforts on highlighting the city’s affordability – a relatively new concept for a destination known for its high cost of living.
New York has also seen a rise in first-time visitors from emerging markets like Brazil, where people are finding themselves increasingly able to afford such a trip.
Mayor Bloomberg views New York’s tourism industry as less While a cheap hotel room in sensitive to the ups-and-downs central Manhattan might have of international currency than been impossible to come by just many assume, as visitors come a few short years ago, the number from such a diverse range of of rooms in the USD 150-200 countries. He suggests instead price range has multiplied since that, “the determinants that are 2005. According to John Fox, going to keep us getting tourists senior vice president at PKF, here are safe streets, clean a leading hotel consultancy streets, great parks, great cultural firm, this has opened up institutions, but most importantly the market significantly. the people who live in this city.”
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NEW BRANDING IMAGE The past 15 years has seen New York City’s image shift dramatically, from being personified in gritty crime shows as a dangerous, overcrowded city to a smart and trendy metropolis in popular shows like Friends and Sex and the City. This image change is the result not just of shifts in perception but also of actual improvements, both in quality of life and a substantial drop in crime figures. NYC & Company’s marketing exploits this image makeover; its 2007-8 campaign “Just Ask The Locals”, for example, aimed at promoting New Yorkers as friendly and forthcoming people and featured a slew of celebrities, from film stars like Julianne Moore to Elmo and Big Bird from Sesame Street. Next on the list is fighting the assumption that the city is too overcrowded and unsafe for families with young children, with popular cartoon characters enlisted for promotional campaigns. A special three-day “kid-friendly” itinerary boasts a list of attractions that run
from children’s museums and the city zoo to ice cream factories and candy bars. Families are not the only groups targeted in the new campaign, which also aims at attracting more gay visitors and baby boomer retirees.
FUTURE GROWTH Foreigners tend to spend more in the city’s hotels, restaurants, museums and stores than the typical domestic tourist does. Bloomberg’s tourism office estimates that visitors to New York will spend $32 million in 2011 and $16 million more will be spent by those who are making that money. “Five and half years ago, we set an ambitious goal to reach 50 million visitors by 2015, and in 2008, we accelerated that goal to be the end of 2012,” stated Mayor Bloomberg. “Today, we know that we will exceed this significant milestone by year’s end. 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.”
NEW YOR
Tourism big business for t
New York City has barely waved goodbye to i tourist office prepares new marketing strategies campaigns prove as successful as analysts are
EDITORIALFEATURE
RK CITY
the Big Apple
its historic 50 millionth visitor before its s for the next 50 million – or more, if new e anticipating.
Ho’olu komo la kaua With the arrival of the first settlers from Polynesia, Hawaii began its long history of welcoming visitors. From the mountain to the ocean, Hawaii offered, and continues to provide, stunning vistas, lush rainforests, dramatic mountain ranges, beautiful beaches, and a temperate climate - all conducive to creating a “paradise” in the middle of the Pacific. These first people, the Native Hawaiians, and Hawaii’s relative isolation have worked together to produce a distinctive destination experience found no where else in the world.
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S
ince its inception, Hawaii’s visitor industry has experienced tremendous growth. To move toward a sustainable and responsible tourism industry for the State, thoughtfully managing Hawaii’s success, a clear vision is needed. This collective vision statement is a summary of the hopes and aspirations developed from the many comments and suggestions made by Hawaii’s major tourism stakeholder groups - residents, visitor industry, government, and visitors - in response to the question, “What will a successful Hawaii’s tourism industry look like in the future?” As such, this vision describes the five components that would make up a successful visitor industry to benefit all stakeholders in the year 2015. Foremost to the success for Hawaii’s visitor industry are its people and place and, as such, they are emphasized in this vision for Hawaii’s future.
dramatically during the recession, and the state’s tourism industry suffered another blow when an earthquake and tsunami in Japan last year stifled the flow of big-spending Japanese vacationers to the islands. But tourism in Hawaii is rebounding fast, with the state welcoming nearly 7.3 million visitors in 2011. Although that is still short of the state’s record year in 2006, officials expect continued growth this year. Tourism statistics released Monday showed that the state’s visitor count last year was up almost 4% over 2010. Better yet, vacationers spent $12.58 billion in 2011, a 15.6% increase over 2010 and the second-highest total in state history.
HAWAII TOURISM GROWING
“We’ve seen a healthy demand for Hawaii globally,” said Mike McCartney, president of the state-run Hawaii Tourism Authority.
Visitor numbers to the Aloha State dropped
Hawaii’s tourism officials have helped their cause
by promoting the islands to countries with surging economies, whose strong currency buys more in the U.S. As a result, Hawaii in 2011 drew 32% more tourists from Australia, nearly 30% more from China and 7% more visitors from Brazil compared with the year before, according to tourism officials. “We moved toward a global marketing strategy,” McCartney said. “We took our core and we took off on it.”
STRATEGIC BRANDING Hawaii visitor numbers peaked in 2006 at almost 7.7 million. During the economic meltdown, tourists cut back on spending and visitor numbers to Hawaii plunged nearly 15% from 2007 to 2009, according to the Hawaii Tourism Authority. But things turned around as Hawaii’s tourism numbers grew each year after that. The western United States remains the greatest source of Hawaii’s visitors, accounting for more than 35% of tourists, while the eastern U.S. generates 26% of the state’s visitors. Japanese tourists made up about 17% of visitors last year, down from 18% in 2010. Canadian visitors are the next biggest group, representing about 7% of Hawaii’s tourists, according to the tourism authority. Many of those visitors are opening their wallets wide. The average visitor spent $1,727 per visit in 2011, up from $1,550 the year before, according to the authority. To help draw new visitors, Hawaii’s tourism authority spent about $6 million in 2011 to help airlines research and promote the most profitable routes to Hawaii.
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That is an increase from the $5 million the agency spent on airline routes in 2010. Hawaiian Airlines, the largest carrier to the state, recently announced a partnership with JetBlue Airways to fly out of JetBlue’s gates at New York’s John F. Kennedy International Airport. The move will give East Coast tourists direct flights to Hawaii starting in June.
The airline also increased flights in December from Sydney, Australia, to Honolulu from five flights a week to daily service. Hawaiian Airlines also plans to increase its direct flights from Seoul to Honolulu from four times a week to daily, starting in July. Hawaiian Airlines executives say they have worked with Hawaii’s tourism officials to build and promote new routes. But they have always been confident that Hawaii’s tourism industry would remain strong, regardless of short-term slumps.
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EDITORIALFEATURE
IATA Director General and CEO Tony Tyler
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The International Air Transport Association (IATA) serves its worldwide customers with efforts geared toward providing safe, reliable air transportation. orking hard to fulfill their mission to represent, lead and serve the airline industry, this international trade body supports one of the most dynamic industries in the world.
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The airline industry supplies 32 million jobs and $3.5 trillion in economic activity. If aviation were a country, it would place 21st in the world when ranked by gross domestic product, according to Oxford Economics.
IATA’s early roots are from the International Air Traffic Association, which began in Hague in 1919, a date that marks the beginning of the world’s first international scheduled flight services.
TAXATION
The modern-day IATA began in Havana, Cuba in 1945 with just 57 members from 31 participating countries, mostly European and American. With scheduled air transport now 100 times larger than it was in 1945, IATA now boasts a portfolio of 230 airlines, a magnitude representing 93% of the world’s scheduled air traffic. One of IATA’s primary roles is educating governments and decision makers on aviation’s economic value. “It has been said that aviation is the real world wide web. It connects people and businesses all over the globe,” says Perry Flint, spokesperson for IATA.
Despite aviation’s worldwide significance, IATA demonstrates that airlines face harrowing government-imposed taxes in the name of environmental preservation, which are making airlines’ standard operating procedures increasingly difficult. As a matter of fact, airlines only account for 2% of all humancaused CO2 emissions, and 12% of transport emissions. Even though IATA has developed aggressive plans for improving fuel efficiency, capping aviation CO2 emissions and cutting net carbon emissions, governments continue to tax airlines and passengers at rates of up to 20% of the cost of an airline ticket. Oddly, in some cases, the money pulled in by these taxes is not even required to go toward the environment or improving aviation’s efficiency.
SECURITY In a post-9/11 world, IATA also concentrates on the pressing issue of security. Although national security is a government responsibility, IATA attests that safety costs are instead being forced onto the shoulders of airlines and passengers at the lofty sum of $7.4 billion annually. Passengers’ convenience likewise is poorly balanced with security, according to IATA. “Passengers should be treated with courtesy and respect for their privacy rights; they should not have to disrobe in order to be allowed on an airplane,” says Flint. IATA has developed a Checkpoint of the Future program, which is designed to improve airport processes by removing hassle and increasing security.
50 COSTS IATA also assumes the responsibility of addressing cost challenges to the aviation community. Jet fuel prices have risen from $30.50 in 2001 to an average of $126.50 today, and now account for 30% of overall costs, up from 13% of costs 10 years ago. Flint, on ever-increasing infrastructure tolls, says, “We continue to face strong challenges to cost-efficiency. Too many governments view airlines and their passengers as cash cows.”
LOOKING AHEAD Future plans for improvement rest on airline mergers between countries, according to IATA. “IATA believes that consolidation will make the industry stronger and help to break down the post-World War II international aviation regulatory structure that limits the ability of airlines to expand across national borders in the same fashion as other sectors of the economy,” says Flint. Going forward, IATA also has long-term plans for developing biofuels that will reduce carbon emissions, without competing with food crops. Some planes are already flying certain routes with a mixture of biofuel and regular jet fuel. As passenger volumes are expected to rise to 16 billion by the year 2050, IATA plans to continue to lead international airlines in achieving maximum financial sustainability and upholding safety as their number one priority.
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AD?
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The airline industry’s innovative application of biofuels, used in conjunction with jet fuel, is aviation’s latest answer to minimizing its carbon footprint. Efforts geared toward greener aviation have resulted in collaboration across the globe between the airline industry, governments, businesses, and agricultural communities. Aviation’s focus on sustainable biofuels is expected to minimize the industry’s environmental impact, and allow the billions who travel yearly by air contribute to a greener planet Written by Kelli Pavlovec
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LATEST COMMERCIAL BIOFUEL FLIGHTS
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beria, listed by the Dow-Jones as one of the world’s most environmentally sustainable airlines for three years in a row, recently launched its inaugural commercial biofuel flight, the first in Spain’s “Green Flight” Project. With a mixture of 75% jet fuel and 25% biofuel derived from camelina, the Airbus A320 flight successfully reported a 1,500 kg reduction in carbon dioxide emissions. China has followed suit, participating in global eco-aviation efforts with recent announcements of its first biofuel flight, which combined a 50:50 ratio of biofuel and jet fuel. China’s National Energy Administration and Boeing also announced an agreement for further study of regional biofuel development, with results forming the basis for a sustainable aviation biofuels industry. Air China and Boeing are moreover in the planning stages of an international biofuel flight between the US and China. Other airliners across the board are adopting greening efforts. Lufthansa launched an experimental six-month biofuel route between Hamburg and Frankfurt, resulting in a monthly carbon emissions reduction of 15 tons. KLM
Royal Dutch Airlines likewise introduced regular Amsterdam to Paris service, with flights using a biofuel composite of cooking oil in both engines.
A GREENER FUTURE Ten airlines recently signed a letter of intent with Solena Fuels proposing to derive jet fuel from post-recycled waste in the future. The fuel will be produced in a plant scheduled to be built in Santa Clara County, California in 2013, and is expected to supply up to 16 million gallons of jet fuel by the year 2015. The project has dual economical benefits, in converting 550,000 tons waste destined for landfills into environmentally-friendly jet fuel. Also on the horizon is Air Transport World’s 5th Annual Eco-Aviation Conference, dedicated to minimizing commercial aviation’s impact to the environment. Set for June 2012, the upcoming conference will encourage more participation among attendees, and include a first-time Eco-Awards ceremony that will award industry leaders exhibiting green solutions.
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