Visit Santa Barbara partners with UCSB to offer Hospitality Management curriculum

Tourism

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• Older travelers are the wealthiest travelers. Mr. Reid added that 24% of older travelers self-report handicaps, both physical and mental, so accessibility is a key factor.

On the other hand, there are also some potential “disruptions” this year. Mr. Reid mentioned that the media’s negativity can make people less likely to travel, American household savings are at 2%, and credit card debt is higher now than it has been in two decades. The “metaverse” is gaining traction.

But just as businesses are itching to get back into the swing of things, people are wanting to travel – despite natural disasters, Mr. Reid said. After a natural disaster happens in a place, experts project how long it will take for people to want to travel again to that location. Mr. Reid conveyed that the time is much lower than has been projected. For instance, an unnamed town was hit by a hurricane. Mr. Reid said it was projected that it would take 110 days for tourists to return. But tourists returned after one week.

People want to travel, but they want it to be easy. Mr. Reid boiled down the consumer’s wants to three things: control, reliability and leadership from brands. People do not want to go on vacation to just build more stress, but people look to hospitality companies to remove the stress for them, he said.

For instance, despite it being the Digital Age, usage of travel advisers went up 20%. These three consumer priorities seem to be a result of COVID-19 and its restrictions, but it is also an indicator that people are looking to connect with people.

They want to see people and talk to them because they haven’t for so long.

According to Mr. Reid, 64% of people prioritize brands when purchasing products and 91% of people think that authenticity is one of the most important factors for brands. As a result, Mr. Reid suggests corporate social responsibility. email: cbeeghly@newspress.com

In addition to the report of trends, Visit Santa Barbara revealed its plans for stimulating growth in the hospitality industry.

One plan is a “Third Night Free” deal at participating hotels. (Hotels can still participate by contacting VSB.)

Visit Santa Barbara has also partnered with UCSB to create and teach a Hospitality Management curriculum. There is a one-day workshop that is launching in the spring, and there will be a weeklong boot camp and certificate program that are still being developed. If you are not interested in taking a Hospitality Management program, Visit Santa Barbara is also looking for certified teachers.