Tourism - Autumn 2004 - issue 121 by Tourism Society

TOURISM The Jour nal for the Tourism Industry

Autumn 2004 Issue 121

IN THIS ISSUE • IN FOCUS Timeshare: Boom Time Peter Van Der Mark Timeshare: No Time Joy Montmorency

PLUS: STOP PRESS • STOP PRESS • STOP PRESS • STOP PRESS

CARRIE ENGLAND JOINS THE TOURISM SOCIETY Carrie England has been appointed as the new Chief Executive of The Tourism Society. Carrie has extensive global experience in the industry, having worked for cruise lines, destination management companies and hospitality venues. This includes 5 years in Vietnam and 2 years in Antigua, as well as regular visits to such diverse destinations as Alaska, Mexico, China and Australia. Carrie joins the Tourism Society at a time when global concerns are more relevant than ever. She is looking forward to taking the Society into the future with an international outlook, whilst maintaining the standards of excellence for which it is known here in the UK, and extending the growing regional network.

• Sightseeing Smart Cards Ruth Reinicke • Business Tourism in Poland Rob Davidson • Australia’s Tourism Strategy John Alwyn-Jones • Disability Discrimination Brian Seaman

And:

WTTC OFFER TO MEMBERS See page 21 for details of tourism industry publications on offer free to Society Members.

STOP PRESS • STOP PRESS • STOP PRESS • STOP PRESS email: admin@tourismsociety.org

• Inbound Revival Andrew Grieve

•

Membership News Meetings Reports Networks News

website: www.tourismsociety.org

EDITORIAL To avoid having a bus-man’s holiday this summer, I eschewed all tourism textbooks and journals and packed as beach reading material Robert D. Putnam’s Bowling Alone: The Collapse and Revival of American Community, which I thought would be a stimulating read but one with little to say about tourism. I was right on both counts. But the book had much to say that is of direct relevance to the Tourism Society itself. Putnam shows how, over the last quarter century, his fellow Americans have become increasingly disconnected from family, friends, neighbours and their democratic structures, and warns that the stock of ‘social capital’ - the very fabric of our connections with each other, has plummeted in the US, impoverishing lives and communities. Putnam cites as supporting evidence data showing that his compatriots now know their neighbours less, meet with friends less frequently, and even socialise with their own families less often. They are even bowling alone. But, as another symptom of this trend, he also demonstrates that Americans now belong to far fewer organisations than ever before, particularly organisations whose members meet regularly. Will this profound social change be yet another ‘made-in-the-US’ trend that will inevitably arrive on these battered shores of ours ? It’s certainly true that the factors Putnam believes have led to the decline of US social capital (changes in work patterns, family structures, suburban life, television, computers, women's roles) are already well-established features of life in the UK. But, for the moment at least, association life in this country (at least, as measured by levels of meetings attendance) far from mirroring the US trend, appears to be bucking it quite considerably. This year’s UK Conference Market Survey shows a very healthy 38 per cent increase in the number of delegates attending ‘non-annual’ meetings in the association sector in 2003. The authors of the survey indicated that this boom in the association sector was underpinned by a major increase in the number of educational and regional conferences held by associations, clubs and societies. The Tourism Society is a case in point. Over the past 12 months, my role as guest editor of this Journal has obliged to scrutinise much more closely the Journal’s content and has encouraged me to make more time to attend Society events. Both activities have been rewarding in their own ways. I have been struck both by the number and variety of backgrounds of new members, as listed in the pages of the Journal, and by the growing number and variety of stimulating seminars on offer for Society members, not only in London but, encouragingly, in our expanding network of Chapters in other parts of the UK - and beyond. These two, not-unrelated, phenomena are, I feel, an indication of the excellent health and vigour of the Tourism Society today. However, we must avoid any hint of complacency, so my final pronouncement in this column is an appeal that is firmly echoed on the page opposite by our Chairman: the level of vitality of any professional association is directly proportionate to the number of active members participating in its week-by-week undertakings. My contribution as guest editor of this Journal marked my personal transition into active membership, and I have been enriched by the experience. I would urge all Members to do what they can to make a difference, by actively playing a part in Society life. Write an article for this Journal; review a book; put yourself up for election to the Board; suggest a topic for a meeting; or attend a seminar. And remember: every such contribution you make to the life of your Tourism Society means that you are depositing precious social capital in the Bank of Britain ! Rob Davidson FTS Senior Lecturer in Business Travel and Tourism University of Westminster

CONTENTS Chairman’s Page

In Focus

Inbound

Business Tourism

AGM Reports

Meeting Reports

Technology

Industry News

Board Profiles

Special Feature

Generation X

Special Feature

Networks

Book Reviews

Membership News

Diary Dates 2004/2005 27th September - Travel & Tourism Media Masterclass Joint Tourism Society/Travmedia - The Berners Hotel, London 7th October - Annual Lunch with Guild of Travel & Tourism Royal Air Force Club, London 7th October - Achieving a Fulfilling Work/Life Balance - SHINE Workshop The Berners Hotel, London 12th October - Annual Dinner - Crowne Plaza Blackfriars, London 13th October - Selling your services at Home or Away - You can make it pay Joint Tourism Society Consultants Group/UKTI/BCCB/Business Link Bonnington in Bloomsbury Hotel, London 14th October - Selling your services at Home or Away - You can make it pay Joint Tourism Society Consultants Group/UKTI/BCCB/Business Link Leeds Metropolitan University 15th October - Selling your services at Home or Away - You can make it pay Joint Tourism Society Consultants Group/UKTI/BCCB/Business Link Aztec Hotel, Bristol 4th November - Dark Tourism: Where do you draw the line? Joint Tourism Society/EHTF/Lancaster City Council event - Lancaster Town Hall 9th November - Annual Reception - Joint Tourism Society/Guild of Travel & Tourism/Reed Travel Exhibitions - St George's Hotel, London 10th November - Hotels - Tourism Society Yorkshire 8th December - Social event - Tourism Society Yorkshire 10th January - Prospects - Sofitel St James Hotel, London 27th January - Regional Food and Drink: A British Tourism Asset Joint Tourism Society/VisitBritain/Food From Britain The Bonnington in Bloomsbury Hotel, London 31st January - Increase Profitability through Quality and Customer Delivery in the London Hospitality and Tourism Market Joint Tourism Society/Guild of Travel & Tourism - The Berners Hotel, London

© The Tourism Society, 1 Queen Victoria Terrace, Sovereign Court, London E1W 3HA Tel: 020 7488 2789 Fax: 020 7488 9148 Email: admin@tourismsociety.org Website: www.tourismsociety.org Registered in England No. 01366846 The subscription fees for 2004 are £72.00 (inland) and £80.00 (overseas) Guest editor - Rob Davidson FTS Print In-Print Colour, Malton Tel: 01653 697261 Tourism is the journal of The Tourism Society. The views expressed in Tourism are those of individual authors and not necessarily those of The Tourism Society. Whilst unsolicited material is welcomed, neither transparencies nor unpublished articles can be returned. The Tourism Society cannot be held responsible for any services offered by advertisers in Tourism. All correspondence must be addressed to The Editor. Tourism is only available to members of The Tourism Society and on subscription, and is distributed quarterly to 1400 senior professionals working in national and regional tourist boards, local government, travel agencies and tour operators, visitor attractions, accommodation and catering, entertainment, information services, guiding, consultancies and education and training.

Chair man’s Page David Curtis-Brignell FTS

For those readers who are not acquainted with my background, I was a Founder Member of the Tourism Society and have been on the Board for 20 years. In addition to that role, I was editor of the Society’s original "Tourism" journal and of the first Members’ handbooks/directories.

ince my election to the position of Chairman of the Tourism Society in Liverpool in June, I have been able to attend regional network meetings in the South West, North West and Yorkshire. In fact, for four consecutive weeks, I was out of London attending such meetings. I make this point quite emphatically, as it is my personal ambition during my term of office not only to see the Society grow and flourish as a whole but also to see an increase in the number of regional networks and events in the regions.

Why have I continued to be a Member for all this time? Firstly, I have never been to a Tourism Society meeting and not learned something. Secondly, I have never been to a Tourism Society meeting and not met someone new who has been a good contact.

membership. I know of many Members who would willingly confess to have either improved their careers or their businesses because of their active association with the Society. Are you one of them ? If so, please do spread the word to current and potential Society Members. Arrivals and Departures After 8 years at the helm, Adrian Clark retired on 30 June. Our sincere thanks go to him for his unique contribution to the Society during that time and we would like to express our very best wishes to Adrian for his future. Adrian’s successor, Carrie England, joined us in mid-August, and I hope that you will have the opportunity of meeting or talking to her soon.

CHAIRMAN’S PAGE

But this will not happen unless some dedicated members are willing to do the necessary groundwork. This has been the reason for the success of our regional networks to date, and I look forward to further developments along the same lines.

Mark and Flo are doing a superb job for us – the website and our electronic mailings are really starting to make a huge difference. Watch out for more exciting developments and the new "e-zine" coming soon.

And thirdly, I got involved. The Tourism Society is just like any other organisation – the more you get involved, the more you get out of

Malta Tourism Society Offer to Members During these past two years the Malta Tourism Society has been building a sense of credibility and reputation as being the only organisation encompassing the broad focus and scope of the Maltese tourism industry. We have organised seminars and published a bi-monthly newsletter for our members. Now the time has come to give YOU something. With immediate effect, all Members of the Malta Tourism Society and UK Tourism Society may apply for a FREE member’s card to the Club Emotion at St. George’s Park Complex in St. Julian’s, Malta. This will entitle you to various discounts and services offered by this foremost tourist complex in the heart of St. Julian’s. Also look out for the following new developments and services soon to be offered to all Malta Tourism Society members later this year: • An interactive new website with links to corporate sponsors and affiliates • A brand new quarterly journal • "Learning for Pleasure": A comprehensive new membership package aimed at creating a new way of experiencing hospitality and service in practice. • Special membership offers for under-23s and tourism students. Have a good summer! – from all of us. Julian Zarb, Alan Vella, Janet Grech, Juliana Cassar, Joe Woods, Gianfranco Selvaggi, Diane Vella 3

Boom Time For Timeshar e

IN FOCUS

Peter Van Der Mark

hirty years ago, timeshare was a niche product, a novel and exceptional way of taking a holiday. Today it has evolved into a vibrant, booming industry that is arguably the fastest-growing segment of worldwide travel and tourism. In the 1990s, timeshare’s annual growth averaged 16 per cent; now future projections are put at 10 per cent, still more than double the rate of global tourism as a whole. So what is timeshare? The concept of what is sometimes known as vacation ownership offers the consumer the right to enjoy, for a set period of time each year, holiday time in an apartment or other type of accommodation. Essentially, it is an investment in future holidays. Consumers pay a capital sum to acquire a timeshare and then pay an annual contribution towards the maintenance and management of the property. Coupled with the concept of ‘exchange,’ they are able to swap their ‘weeks’ for accommodation in alternative properties. In fact the two major exchange companies, RCI and Interval International, offer them a passport to more than 5,700 resorts around the world. Exchange services are available for an annual membership fee and a per transaction charge.

New products have added flexibility to 4

the traditional currency of timeshare ‘weeks’ - in particular points systems. Points are growing in popularity and allow purchasers to use resort space in accordance with a sophisticated reservation system that allocates accommodation through the redemption of points. Not entirely new, some points-based timeshare clubs have been in place for some 10 years. As a currency, points may be used not only for resort accommodation but also for a range of other travel products such as flights, car hire and cruises. For consumers, these programmes are designated as ‘points’ or ‘vacation clubs’.

partnership with the European Union, national governments and consumer groups, has taken giant steps in efforts to target rogue companies and put them out of business. These endeavours have been helped by close cooperation with national and international police authorities as well as government agencies such as the Office of Fair Trading in the UK. As a unified trade body, OTE aims to balance the interests of the consumer and the supply side of the industry, working with the European Parliament and Commission and politicians and regulators at a national and regional level.

The value of points – vis à vis resort accommodation – is based on the economic value of each location and its supply and demand, which may change over time within established rules geared to ensuring system integrity. The popularity of points highlights the transformation of traditional timeshare weeks from a property-based product to one of tourism or leisure.

Despite the machinations of a tiny minority of companies not committed to high standards, timeshare as a global business continues to outstrip other sectors of world tourism in growth. Today more than 6.7 million households have purchased timeshare. In Europe 1.5 million families own a timeshare at more than 1,500 resorts – the United Kingdom having the lion’s share of this burgeoning market.

But although timeshare is fast becoming a mainstream holiday option, it is still plagued with a negative image. This negative image is, however, directly related to highpressure sales methods used by some operators in the 1990s. With the introduction of the European Directive on timeshare in the late 1990s, those sales practices have been curtailed and timeshare has clearly benefited from a law that protects the consumer. In addition, the Organisation for Timeshare in Europe (OTE) requires all its member-companies via its Code of Ethics to offer consumers more protection than afforded by current EU legislation.

Not surprisingly, the top five resort locations are: Spain (including the Canary Islands), Italy, Portugal (and Madeira), United Kingdom and France. Collectively, they have more than 75 per cent of all European timeshare properties.

Even the British government notes that timeshare today can give consumers "good value holidays in a range of high quality resorts". However, their qualified endorsement carries a warning about the small number of operators whose dubious practices have sometimes tarnished the public perception of timeshare. Over the years, the industry, in

Over the years, surveys of happy timeshare owners have extolled the virtues of holiday ownership that fly in the face of outmoded perceptions, often spawned by negative newspaper headlines. But while much has been achieved in its short six-year history, OTE believes there is still more to do. As a key objective, it aims to stand for ‘safe’ and ‘quality’ timeshare and wants the OTE brand to become synonymous with high standards and professionalism. Peter Van Der Mark is Secretary General of OTE

No Time For Timeshar e Joy Montmorency MTS

IN FOCUS

weeks. In 15 years Furthermore the ...an Englishman’s holiday they have paid out negative image is another £6,725 and not merely with home is his castle... will continue to regard to sales pay the techniques but the maintenance charges (which may or quite inflated cost some owners are may not increase) for ever. having to pay for maintenance. No Possibly one of the biggest attractions amount of protection offered by such is the fact that you can ‘bank’ your bodies as the Organisation for week(s) and go elsewhere. However, Timeshare in Europe (OTE), the Office again, you have to pay a fee for doing of Fair Trading in the UK and other so and still pay your maintenance, so regulators is going to stop costs rising money is always going out. each time a new management company comes into being for certain Over the past few years a new timeshare complexes. phenomenon has come into the equation and that is the big hotel However, let us look at some basic chains who have been edging in on facts. One can buy a week in a e Brits love the idea of our the business and now represent the timeshare for anything from around own little ‘place in the really top end of the market - such as £3,000 upwards, depending on the sun’. How else can one Pestana - very busy in Madeira and in time of the year. And mostly the explain the success of the timeshare southern Spain, Marriott and others. leases are for around 20-25 years, phenomenon ? But is the timeshare These organisations are building for although some of the older dream all that it is made out to be ? the luxury end of complexes were The answer unfortunately is that the market and the offering them many people go into it with a great properties are, freehold. After the ...the lower end of the deal of optimism and many are very accordingly, actual purchase, market should be disillusioned very quickly. luxuriously priced. there is a weekly maintenance charge approached with caution... The cost of I have lost count of the number of purchase (for only which, depending times I have been telephoned by 20-25 years) is high and so is the on how often the management agitated people with timesharemaintenance, but the standard of the changes hands, can be anything from related regrets – ‘I have given a apartments means that time spent in £150 per week to £300. This is a deposit for a week in October and do such timeshares is like staying in a 5 fairly high sum to pay when one not know if I will get my money back’ considers that in certain places one star hotel. or ‘Was I an idiot’ – probably, yes – can rent an apartment or a villa for a ‘for signing a paper to say that I If this level of luxury is what you week for round about the same would purchase a week in July ?’ etc, want and can afford, then there is no amount. etc. doubt that this kind of timeshare is a suitable option. However, if you are Yes, but – you may say - look at your Such remarks are still not uncommon not into spending that kind of money, ownership. What ownership ? Leases despite a welter of legislation on the lower end of the market should are not normally given freehold and a timeshare sales techniques. Yes, of be approached with caution. It may 20 or 25-year lease is not a readily course the whole image of timeshare be better to invest in a Holiday saleable commodity at the same rate. suffered from a bad Property Bond or just rent as and One only has to press a few years where and when you want to, thus look at the Saturday ...many are very ago. However, I do avoiding the cost of purchase and papers to see just believe that there is disillusioned very quickly... how many places maintenance. Or bite the bullet and no smoke without buy outright, as I have. I believe that are up for sale at a fire, and both the an Englishman’s holiday home is his fraction of the methods employed in the 1990s (and castle, and I prefer not to share mine, original cost because the leases are still in evidence to some degree in thank you. not normally very long. True, you can certain places) to get people along to be lucky. Some people I know paid sale presentations and the pressure Joy Montmorency is a Partner in JM £7,000 for a 2-week timeshare and which is put upon them when Conference Services have it freehold so they have attending such presentations is something to sell or pass on. On the disturbing. other hand, their current maintenance charges amount to £450 for the two

Inbound Tourism Enjoys a Revival in 2004

INBOUND

Andrew Grieve FTS

he inbound industry is enjoying its first "normal" year since 2004. International visitor figures to Britain are returning to pre-9/11 levels and the inbound businesses which weathered the times of Foot and Mouth and Terrorism are now reaping the rewards of the years of cost-cutting and efficiency gains. There is a real return of confidence throughout the industry as plentiful foreign accents and registration plates are heard and seen throughout Britain. Overseas tour operators who have scaled back or even cut out their brochure space dedicated to Britain in the last few years are now out actively contracting British products for 2005. Major tour operators throughout Europe have noticed that the mass-market packaged European sun product is now a commodity item competing on price alone. Business is being lost to selfpackaged bookings via the Web which is offering flexibility and quality of experience. Within Europe, low-cost and traditional airlines provide flexibility, choice and vastly superior flights, check-in experience and selfselected flight timings. The longest check-in queues at most airports are almost invariably for the charter flights – hundreds of patient passengers standing in a 20+ metre queue for the single open tour operator flight checkin desk. All the standard package components (flights, transfers, hotels) are now available on the internet for easy and fast booking, twenty four hours a day from home or office. 6

As with all products, there will always be convenience or unsophisticated buyers who will continue to buy prepackaged products from their travel agent or tour operator who is perceived to deliver value. However, for a growing number of travel buyers, the standard sunshine packaged product offers little added-value and for many a negative experience of airport queues, crowded terminals, night flights and impersonal service. Forward-thinking tour operators in Europe are seeking niche products and destinations where they can add value on margin to their offering. Britain, with its depth of product, fits these criteria and combined with the years of low inflation and an easing of exchange rates, is now an attractive destination in many markets. The technologies which are re-shaping the travel distribution chain are also creating opportunities for existing players who are learning from the experience of early leaders in on-line sale and distribution. There are now around 12,000 internet travel sites fighting for a small but growing market share. Many of the brand name internet based tour operators, who were launched when the internet was not a well developed medium, continue to be loss makers and are now under pressure from the traditional tour operators who are bringing their travel skills and strengths into the new distribution medium. The internet has increased competitive pressures in the industry and at the same time offers real opportunities for reduced transaction costs as self-booking obviously reduces operator reservations handling costs. In the drive to reduce transaction costs, the travel industry is creating products which are simple to distribute and sell. However, there is a danger that if the products are too simple, customers can also selfpackage the same product. If the travel trade cannot add value to the product, customers will not be prepared to pay travel trade margins. The internet has become something of a jungle of hotel rates with a plethora of accommodation booking sites all claiming to offer the best deals. For the

hotels, managing public sales rates has become a nightmare and discounted rates intended for a discreet market segment gets distributed globally. A number of branded chains are now trying to take control over their product pricing by restricting sales through discounted channels and building direct sales through their own website and consumer advertising. InterContinental Hotels Group has recently dumped the internet travel giant Expedia as it had been too aggressive in the pricing of the group’s hotels. This is all good text book stuff as it builds brand awareness and captures contact data for future sales and reduces distribution costs. Such a strategy is easier to pursue in a climate of strong consumer demand and rising business confidence, low interest rates and booming property prices. It will be interesting to see whether brand strength alone will be enough to fill the beds and sustain retail sales and pricing when the next downturn comes. Despite the poor weather this summer, the UK holiday industry is enjoying another busy year and is achieving above-inflation rate price increases and increased sales and full public rates. However, there are a few clouds on the horizon – mortgage interest rates are moving upwards, which will reduce discretionary spending on short breaks and the poor summer weather will mar many people’s British holiday experience, which could lead them to look for sunshine overseas again for their 2005 summer holiday. Unsurprisingly, the UK travel industry tends to follow the general UK business cycle as unemployment rises and falls. At the present time unemployment levels are low, wage rates are rising faster than general inflation, and disposable income is still growing. However, the downturns repeatedly come as a shock despite their inevitability and I would suggest that the current record oil prices are an early indicator of problems ahead for the economy and the travel industry. Andrew Grieve is Managing Director of Discover Britain

Postcar d fr om Poland Rob Davidson FTS

recently travelled to Warsaw to speak at a very well-attended conference on the theme of business tourism in Poland. Watch out: the Poles are going to give us a run for our money when it comes to hosting conferences, trade shows and incentive trips. Naturally, we’re accustomed by now to competition from some of the other Central European destinations, with cities such as Budapest and Prague rarely out of the lists of top cities for international conferences. But Poland is the sleeping giant of Central Europe, and now that they are a fullyfledged member of the Gang of 25, there’s going to be no stopping them. This vast country, half the size again of Great Britain, is now fully open for business and ready to join the club of big-hitters on the European conference scene. The Poles clearly feel that they have everything to play for - and others appear to agree. A recent survey, undertaken by the consultants Accenture in cooperation with the Economist Intelligence Unit, stated that Poland, the Czech Republic, and Hungary were the three accession countries expected to have the best business environments in 5 years’ time. Prague, followed by Warsaw and Budapest, were tipped to be the most likely candidates for business capital of Central Europe. But Poland was already a major player in the conference market before 1 May 2004. The Union of International Associations’ list of international conference destination ‘Tigers of the

So, what’s the appeal ? Put simply, they’ve got it all: a strong cultural heritage (you thought that Chopin and Marie Curie were French ? Wrong. Polish through and through), a dramatic historical background and incredible natural resources, including Europe’s lastremaining primeval forest, home to wild bison, bears and wolves. But above all, Poland has the venues, the accommodation and the infrastructure to really turn the heads of jaded conference planners on the lookout for a fresh destination – and at rates to die for. Banish from your mind all images of Communist gloom, poor customer service and dull food. Warsaw in particular is in the middle of a vast building boom, with shiny, state-of-theart skyscraper hotels such as the Intercontinental, the Westin and the Sheraton shooting up at an incredible pace. The food is as varied as any you’ll find in Western Europe – just divide those prices by 3 or 4. And there is no shortage of international-standard conference and exhibition centres anywhere in Poland. Ask Bill Gates: his 2003 Microsoft conference was held at EXPO XXI, the Warsaw International Expocentre – a venue now set to expand by 50%, in response to added demand for international events based there. But my favourite meetings venue in Warsaw was the lofty ‘Palace of Culture and Science’, the highest building in Poland and the third-highest in Europe, bang in the city-centre. Unique heritage doesn’t get any more unique than this. A ‘gift’ from the Russians, the Palace was built in 1955, a vast concoction of marble, crystal chandeliers, mosaics and ‘Socialist Realism’ bas reliefs. Practically a small town in its own right, the Palace has no fewer than 40 conference halls, ranging from 2800 to 20 seats.

Association organisers, it appears, are queuing up to book such venues. There seems to be an eastwards rush of international associations at the moment, as they realise the benefit of having their events in countries where they can scoop up new members, while at the same time pushing the boat out without breaking the bank. Cracow, I learnt, is considered to be the cultural and artistic capital of Poland, and its Old Town was on the original list of World Cultural Heritage sites, drawn up by UNESCO in 1978. Now, it excels in hosting meetings events of all kinds, but particularly academic conferences, drawing on its higher education heritage as the seat of the Jagiellonian University, one of Europe’s longest established universities.

BUSINESS TOURISM

Decade’ includes Poland, which saw a rise of 69% in the number of such events it attracted in the past decade. And another encouraging sign for Polish inbound business tourism comes in the form of a recent survey undertaken by The Meeting Professional (August 2003) magazine, in which Cracow was singled out as a key emerging destination for US companies’ incentive trips.

But, finally, it is the Polish people themselves who are set to make a success of the country’s emerging conference market. Their sense of hospitality, their perfect English, their dynamism and enterprise will take them far, fast (Remember, these are the people who, in the space of 5 years, rebuilt Warsaw’s Old Town exactly as it had been before the Germans flattened it). So the physical infrastructure is being matched by a developing human infrastructure for the conference industry, as the Poles organise the promotion of their considerable resources for the meetings sector. And when can we expect to see Polish companies and associations arriving in the UK for their conferences and incentive trips ? Well, with Polish salaries currently well under half of those in the west of Europe, it is clearly going to be some time before the Poles have enough spare zlotys to generate significant levels of group business travel to the UK. Give it five years, I’d say. An amended version of this article appeared in the June 2004 edition of Conference News. Rob Davidson is Senior Lecturer in Business Travel and Tourism at the University of Westminster

AGM REPORTS

Tourism Society Annual Confer ence Event Tourism: Panacea or Pandemonium ? 18 June 2004: morning Liverpool John Moores University Michael H Glen FTS Chris Brown FTS of the Mersey Partnership, in chairing the morning session of this year’s Annual Conference, emphasised the benefits of using events to market the tourism product. This was vital for a place like Liverpool which needed to draw in new audiences for the city’s many permanent attractions. Ken Robinson FTS, whose talks are events in themselves, gave a whirlwind tour through the history and theory of events, citing gladiatorial contests, Il Palio in Siena and the Rio Carnival as prime examples of events driving tourism. He even reminded us that the arrival of the three wise men was at a time of 100% occupancy ! The agenda of Ken’s talk was London’s bid for the 2012 Olympics, and he used it to illustrate the pluses – and minuses – in planning major events. Is your event bringing additionality or displacement? Are you competing for dates? Do you need new facilities, at what cost, and what later benefit? Who’s paying for it – can you secure a mix of funding? And the frightening bit – are you confident of meeting the regulatory demands? Have you considered all the risks, he asked, from lack of demand or commitment, poor coordination, complexity and escalating costs to reliability of people, places and weather, political (with p and P) support and so on? And, have you considered the pros and cons of what, by definition, are temporary happenings, gaining and losing interest, and vulnerable because of fixed dates and changing tastes? He balanced his catechism of caveats with a litany of benefits from social and cultural to economic and aspirational. He supported this with the promotional video for London 2012 and a quick recall of Sydney Olympics whose ‘soft’ and ‘hard’ benefits included a £2 billion contribution to Australia’s economy. He ended with a lightning tour of the 8

2012 things needed to ensure the bid succeeded, key among which was the need to ‘plan for the afterlife’. The event will go away, but it must leave a permanent, positive legacy. This was the word Roger Pride used in describing how Wales won the Ryder Cup, or, more accurately, won the right to stage the Ryder Cup in 2010. The vision of Sir Terry Matthews, developer of the golf resort which will host the event, was vital in securing partnerships to take the bid forward with the Welsh Assembly, the Wales Tourist Board, and golf and business interests in Wales. Everyone signed up to the belief that the Ryder Cup was more than a tournament, more even than tourism; it was a catalyst to help take Wales forward. In that sense, it was a political achievement to win the event as much as one simply of good facilities. He described how the package has been assembled among the various sponsoring interests, who had to put down several million pounds as an ‘earnest of good faith’ to make the bid. He reminded us of the contractual and revenue arrangements needed to be in place early but, most importantly, how the benefits can be delivered widely. In this case, there is a ‘before life’ benefit, in as much as the very prospect of the event has developed interest in golf in Wales, both among Welsh people but also among visitors to Wales, few of whom have been aware of the courses and amenities on offer. This is part of a Golf Development Strategy that includes incentives to build more golf resorts and targeted marketing, riding on the world’ fastestgrowing holiday market of golf tourism. Wales is presenting its facilities as ‘golf as it should be’ in the competition for visiting players. And, as part of spreading the benefits of the forthcoming Ryder Cup widely throughout Wales, young people are

being encouraged to take up the sport. Lesley Fraser described how EventScotland has gone about developing a national events strategy and echoed one of Roger’s points in saying this had to be high on the political agenda of a country whose major golf events, the MTV awards, Edinburgh Festival and so on had already put Scotland in the limelight. The task is to make Scotland one of the world’s foremost events destinations by 2015, but she and her colleagues are already building beyond that date. EventScotland’s strategy is to create a portfolio of events that will, of course, attract many more visitors but will also raise the country’s international profile as a dynamic destination and will not only contribute to, but will also encourage, local economic activity. As a joint venture between the Scottish Executive and VisitScotland, with £10 million of new funding over its first three years, EventScotland has a number of specific tasks including helping the existing events programme, leading the bids for new events in an increasingly competitive market place (as Roger indicated) and building a centre of knowledge and expertise. By supporting the programme of regular events, they are also helping to drive domestic tourism. They are not replacing or duplicating existing funding sources but, by maximising the impact of public and private funding, they are helping organisers from public, private and voluntary sectors and contributing to the strategic development of events. Louise Orr, from The National Trust’s event management team, described how the organisation put on, largely through the efforts of regional teams and property managers, around 4,000 events a year – everything from arts and drama through family fun to wildlife and Christmas activities.

Events help to grow membership and bring properties alive but most are low cost, low risk and local. They lead to repeat visits and broadened appeal but have little impact on the resource or the staff.

The Trust’s answer has been, in effect, to professionalise the management and take the risks away from the properties. It is preparing a long-term strategy, improving the quality of support facilities at events as well as of the events themselves and doing everything to enhance the overall visitor experience. It is working with funding partners and developing partnerships with companies whose

support reflects their interest in sustaining the ethos of the Trust. In summary, Louise said, we are building on existing manageable events, taking the risk out of large events and, in preparing for the long haul, while continuing to push the boundaries. That last point had echoed throughout the morning.

Tourism Society Annual Confer ence Event Tourism: Panacea or Pandemonium ?

AGM REPORTS

However, the Trust has also promoted large events including tribute bands, classical concerts and individual star performers. Not all have been successes, as a result of running ‘copycat’ events, increasing competition and a drop in the market for classical music. Costs and

audience expectations are growing and people want more for their money – but these affect the whole industry.

18 June 2004: afternoon Liverpool John Moores University Brendan Flanagan MTS

hile the morning sessions at the annual conference primarily addressed major events on the international stage, there was sufficient in the talks by Lesley Fraser of Events Scotland and Louise Orr of the National Trust to suggest that size isn’t everything. For example, Events Scotland not only encourage and support bids for major events ( including competing with Wales to stage the Ryder Cup), but also assist events of sub-regional or local importance, with events in Falkirk and Skye being cited as examples. And so it was that the dual topics of major event strategies and the, often overlooked, local or subregional events continued into the afternoon.

Andy Fryers provided an illuminating insight into ‘Lightshift’, a regenerative event in the Forest of Dean during the 2001 post-foot and mouth gloom. With Harold Goodwin FTS, we sampled the flavours of the Ludlow and Faversham Food and Drink festivals. A more maritime flavour was provided by Deirdre Livingstone selling the virtues of ‘SeaBritain’; and Jason Harborow gave us a cultural tour of the great seaport of Liverpool. With the aims of re-launching the

Forest of Dean as a place to visit, boosting local self-confidence and image, as well as helping the local economy, ‘Lightshift’ took eight weeks from concept to delivery, brought together six sound and light artists and created twenty five installations in the Forest, many designed specifically for the event. Held over seven nights in August 2001, it attracted 40,000 visitors, compared to an original projection of 7000. The event exceeded expectations, helped the profile of the Forestry Commission, attracted new visitors to the area and boosted the community’s spirits. However, most economic benefits accrued to ancillary businesses such as restaurants and retail purchases or were in developing a potential for return visits rather than overnight stays. Indeed, post-event evaluation identified the lack of capacity in suitable accommodation as an issue for the future. The intangible benefits to an area’s image are always more difficult to evaluate, but it was interesting to note that the 2002 ‘Dean survey’, in response to the question " What makes Dean special", received a large response that answered ‘Lightshift’. ‘Lightshift 2’ is now in planning, although Andy did

stress that this event would be different in content and character as it is unrepeatable in its original format. Harold described the birth and evolution of the ‘Ludlow Food and Drink Festival’ and the more recent one at Faversham. These are events that were developed and largely managed by volunteers, from small beginnings in Ludlow in 1995 to a festival that now has a national profile. Focused on ‘real food’ and seasonal quality produce, the festivals contribute to the sense of place, and through that aim to enrich the lives of residents and enhance the tourist experience. The Ludlow event reportedly developed despite rather than because of support by public bodies. However, it was noted that the public policy agenda has begun to catch up and take note of successes like Ludlow which has stimulated year-round business. The Ludlow festival has successfully reinforced the image, not only of Ludlow but of Shropshire as well, as a ‘foodie’ destination, providing a much-needed boost to a previously declining economy. Limited bed-stock is constraining the tourism potential, although there has been a significant growth in the VFR market in recent 9

AGM REPORTS

years. However, not all the benefits are positive, as the festival is being blamed for increasing housing demand in the surrounding areas for second-home owners. Harold finished by emphasising the qualitative benefits of such an event as well as the quantitative, identified the need for resources to gather research data and highlighted the value of such an event (whether community-driven or tourism-led) of being organic in its growth and sustainable. The ‘major event’ torch was carried by Jason Harborow of the Liverpool City of Culture who doubled as a evaluator of the Manchester Commonwealth Games, having worked on those as well. The rousing and often entertaining and triumphalist approach to the presentation was probably necessary for those who were previously unaware of our northern delights, but also included (some would say unfounded) criticism of the lack of follow-through to ensure a legacy from events such as Manchester. It was reported that £35 million is to be spent between now and 2008 on the City of Culture, aiming to create £2 billion of investment, 14,000 jobs and 1.7m tourist visits…. big business indeed. However, this also brings higher expectations of delivery if a major event is going to help reposition the city and promote tourism. With an emphasis on the

potential legacy to be gained from such events, we were treated to an array of statistics that will be hard work to live up to and perhaps even harder work to prove. Lessons learnt from previous events do appear to be taken on board and a genuine attempt is being made to use the ‘City of Culture’ label to reposition Liverpool and contribute to its continuing regeneration. SeaBritain, presented by Deirdre Livingstone took a slightly different approach. While The Capital of Culture is overtly regenerative in its objectives and high in capital investment, SeaBritain is more of a theme and a brand than an organising or funding body. Using the bicentenary of Trafalgar as its inspiration, it aims to inspire and galvanise others to get involved through a wide range of events of different types and sizes. In so doing, it is hoped to create a celebration of maritime heritage and history and promote the United Kingdom coast as a tourism destination. In answer to my own question, Is big beautiful?, the answer appears to be, ‘yes and no’. However, when one applauds the success of destinations in attracting competitive international events, do we spare a thought for the cost incurred in winning or the investment of other UK destinations that lost out? With the UK’s success in

attracting such events, is there an extensive research base that really proves their value for money? If the tourism legacy is sustainable, why have many of us not rushed to Atlanta or Munich for our summer holidays this year? However, such simplistic questions cannot hide the ability of major events to galvanise and inspire support, stimulate a focus on quality and investment or offer at least the potential of a legacy. In the shadows of such giants, smaller local or sub-regional events will always struggle to get the attention of the funding bodies, the destination managers and the strategists. They may not be as alluring, but the smaller events can, as this conference exposed, provide a significant boost to image, added value, participation and many aspects of the local economy. Above all, such events can grow. Their evolution, development and success can be easily nurtured at relatively low cost. Their impact and legacy can be sustainable and the investment risk involved is low by comparison. It turns out that big can be beautiful, but it doesn’t have to be to the exclusion of everything else. A tourism strategy that recognises that large and small events are not mutually exclusive components is more likely to be sustainable, have genuine support within the locality and hopefully offer the best of both worlds.

Accommodation Standar ds: The Quality Review 3 June 2004 The Berners Hotel, London Robyn Griffith-Jones FTS and Mandy Lane MTS

here are some issues that have been bouncing around the proverbial walls of the tourism industry for a long, long time. Why can’t we have a dedicated tourism department and minister? Where should we reside (as if we had a choice): DTI or DCMS? How do we improve national data collection? And the oldest one of all: how, in the light of little government appetite for statutory legislation, do we improve on our hotel quality standards? 10

Under successive governments, the tourist boards and the industry have lurched forward with initiatives to try and address the issue of ‘underperforming’ (for some, read ‘downright appalling’) hotels, of public confusion and of dissatisfied customers. At the moment, the visitor is faced with a plethora of ratings from tourist boards, the AA and RAC, marketing consortia, the larger hotel chains, and

finally from independent hoteliers who simply paint their own stars outside the property, commonly known as MOR (my own rating). There have been a number of milestones in recent years. After much negotiation, in 1999 the AA, RAC and ETC launched their own harmonised National Quality Assurance Standards (NQAS). But Scotland and Wales could not be brought on board. And, in spite of

early promises, there was no government funding for promoting the quality standards to the public, who remain as confused as ever.

But all these breakthroughs have resulted in only 49% of the national stock being graded. The figure in London – the source of most complaints – is a low 25%.

...TIC’s should promote only properties within the National Quality Assurance Standards/Common Standards Agreement...

4. There should be improved promotion and enforcement. TICs should promote only properties within the National Quality Assurance Standards/Common Standards Agreement. Government and public service organisations should establish guidelines whereby employees stay only in inspected properties.

5. There should be an annual report that benchmarks developments. It should show, among other things, the extent of investment by industry and monitor levels of customer satisfaction.

period was too long, and keeping the momentum going among businesses would be difficult.

He said that quality was the one thing holding the industry back and we needed to think more broadly, for example, of a scheme for destinations and cities, grading their ability to provide a decent environment for tourists. He cited Oxford, to much agreement from the audience, as a city uninterested in tourists, uncaring about the levels of litter and begging in the city centre.

MEETING REPORTS

There have been other small lurches forward. The successful Stepping Stones scheme was launched in Blackpool in 2000 as a way to help businesses bridge the gap to one star/ one diamond rating. Local authorities are also consolidating their position on quality; around 50% now will only promote graded properties. Fitness for Purpose, the local government scheme in England to improve coordination between health and safety and trading standards inspections, and to promote the quality message, has been successfully piloted in six areas of the country including Blackpool and Camden.

or may not make use of this standard, but they are participating in its design.

Notably the Group had not addressed the issue of statutory legislation. A show of hands during question time showed that the overwhelming majority of the audience (mostly public sector) were in favour. And there was no mention of government marketing money to help launch the new scheme. While a new common standard across Britain, with the support of the large chains, is a great step forward for the industry, the consumer will still be faced ostensibly with multiple brands i.e. the AA, RAC, VisitBritain and the national tourist boards.

All the panellists welcomed the work of the Group. It would be hard to disagree with any progress towards improving quality standards. David Curtis Brignell FTS of Millennium So the Quality ...no government funding Copthorne Review Group, looking at ways of for promoting the quality congratulated the harmonising standards to the public... Group on achieving the standards across participation of the England, Wales and large chains as a crucial positive step Scotland, is a next much needed step There was some comfort from Tom in helping reduce confusion and forward. Chair of the Quality Review Wright who said that Visit Britain communicate one standard to the Group Alan Britten FTS presented the would only promote graded results of the first year of the Group to public. properties and that it would ‘market the Society’s meeting. our socks off’ to get the message out For the RDAs, Sue Piper from The there. Let’s hope that this enthusiasm, South West Regional Development 1. A new Common Standards with the new partnership between Agency (the lead RDA for tourism) Agreement has been reached, industry and public sector in the also provided clear endorsement. covering all categories of Quality Standards Group, will be RDAs would look at only promoting accommodation (self-catering, hostels enough to improve our hotels and establishments that were graded. and campuses, guest accommodation keep the visitor satisfied. and hotels), and which should, after Cris Tarrant FTS of Business further pilot testing and consultation, be introduced throughout Britain from Development Research Consultants suggested a tougher approach: no 2005/06. licensing without grading. 2. Over 80% of all leading hotels, But the sad thing about the quality including all the biggest names, have standards debate is that we are still been persuaded to participate fully in having it. Why is it taking us so long? the new scheme and will no longer Panellist Nick Cust MTS, Managing display their own corporate grading. Director of Superbreak Mini Holidays, called it a national 3. A ‘Bridging Point’ will be embarrassment. He developed as an entry-level standard welcomed the work to bridge the gap between Fitness for ...no licensing without of the Group but Purpose Compliance and the one-star grading... warned that the rating. This is designed particularly implementation for England; Scotland and Wales may

MEETING REPORTS

Britain-wide Quality Review Report Pr esentation 1 June 2004 The Council Chamber, The City of Edinburgh Council Kenneth Wardrop MTS

he Tourism Society Scotland, in association with VisitScotland, hosted a presentation by Alan Britten FTS, Chair of the Quality Review Group, on the work of the group and its recommendations. The meeting was chaired by Kenneth Wardrop MTS, Chair of the Tourism Society Scotland and drew participants from across the accommodation sector and other areas of the industry in Scotland and Northern England.

accommodation, GB - wide. Agreement has been reached that this should not be achieved through a levelling down. Indeed, the reference point has been rising customers’ expectations. Fundamentally the aspiration is to create a "virtuous circle" where higher quality will attract more customers and greater investment in the product. It was recognised that in Scotland there were significant differences in the starting point in relation to the existing Quality Assurance (QA) Scheme which meant that some of the recommendations of the Review Group have more resonance and relevance in Scotland than others.

In summary, Alan Britten explained that the objective of the Review was to see how accommodation grading across Britain can be made consistent and better recognised and to "improve the general quality of tourism in Britain for the customer, specifically by Tony Mercer of VisitScotland drew introducing throughout Britain attention to the following points: common standards of accommodation grading". The Review for the first time • The establishment in principle of has established the principle of common grading standards is common grading welcome; "For the standards. Alan first time ever the commented that the ...the industry remains tourist customer will great strength of the “damned” by all operators be able to rely on approach this time who are non-participants... common has been the consistently applied recognition of a grading standards common thread throughout Britain". across Great Britain but a different set • The ‘inspected only’ policy has of requirements at local (national) applied in Scotland for at least 8 years. levels. • With the exception of only two major branded (budget) hotel chains, He confirmed that the Review’s all others are part of the VisitScotland outcomes are only recommendations grading and classification scheme and that now need to be supported by have been for at least 10 years. research findings which will gauge what customers actually think. At the same time they need to be consulted on with the industry before implementation. Executive commitment is also vital before the recommendations can be introduced. Primarily, the consensus view of the Review Group has been the need to introduce consistent, common standards in all categories of accommodation: hotels, self-catering, hostels, campuses and guest house 12

In relation to the concept of the ‘Bridging-point’ (an entry-level standard based on "fitness for purpose" and with the intention of creating "an appetite for quality improvement"), this is not so relevant in Scotland where there is a 70% participation rate of Scottish stock of one-star minimum grading. The fitness for purpose concept is recognised however as a good idea, but in Scotland at this time there is considered to be no need to

set up a classification level below one star. The Scottish Executive have set VisitScotland a target of 90% penetration of the grading scheme to be achieved in the next 5 -10 years. The concept of a Quality Council being promoted for England is also not considered as essential in Scotland (and Wales) given that sufficient existing institutions and mechanisms have been created through devolved government provision. Tony Mercer indicated that specific Executive support for the proposals has already been established with additional funding, and that market research amongst consumers, with the aim of introducing a pilot scheme for the self-catering sector in 2005/06 and rolling out to sourced accommodation thereafter, has been initiated. Peter Birnie of the AA stated that the AA was committed to this ‘blueprint’ for achieving common standards GB wide, and are supportive of the concept of driving up quality. John Cross representing the B & B sector, welcomed the standardisation across Britain and believed there was in general a strong commitment to the QA Scheme among the industry in Scotland. However the industry remains "damned" by all operators who are non-participants. He was not keen to see us go down the compulsory registration route, which he felt should only be instigated as a last resort. He spoke highly of the existing Scottish scheme’s approach of advice and help versus policing. John was also keen to see the creation of a Scottish association of B & B operators to give a stronger voice to the sector. Alan Rankin of the Scottish Tourism Forum stressed the importance of breaking down the boundaries across Britain. While the classification scheme is important in addressing consumer perceptions addressing the issue of ‘value for money’ is also

The meeting then opened up to questions from the floor with topics covered including the following:

MEETING REPORTS

in the QA scheme. • Will ...compulsory registration The value for environmental money business management be a should surely be aspects of component of the considered a last resort... support the QA schemes QA scheme? Tony need to be heavily Mercer responded sold as an inducement to that this had been discussed along participation. Tony Mercer confirmed with issues of accessibility. The view that currently 40% of the cost of was that it should be included but as a participation in the scheme is future development of the scheme. subsidised (the aim however was to VisitScotland is however actively reduce this to 20%). Marketing by promoting the Green Tourism Business VisitScotland will also increasingly Scheme. At the same time every effort is being made to ensure that the Green stress the health warning to customers of not using star-rated Tourism Business Scheme does not accommodation. Compulsory conflict with the QA scheme criteria. registration should surely be Peter Birnie indicated that the AA are considered a last resort. always interested in green issues and will include information in its guides • What are the next steps in taking that they believe customers will value, forward the recommendations? The David Smythe of the Association of suggesting that any green tourism local executive (VisitScotland) needs to Scottish Self-Caterers commented that credentials of an operator could be an consult further now and this meeting there was not a big gap to bridge appealing feature for consumers. was part of that process. Over the between the existing Scottish scheme summer, significant consumer research • In the context of the experience of and what is being proposed - unlike in on the proposals was being small scale B & B operation, the Wales for example, where there are undertaken by VisitScotland. This will question of how we tackle the rogues some significant issues for the selfinform further consultation and shape operating outside the scheme was catering sector with a potential change implementation plans. Peter Lederer, raised. How would this be dealt with in star rating in a downwards direction Chair of VisitScotland and his in Scotland if compulsory registration for some operators. counterparts in England and Wales, it was not on the agenda at the moment? The issue of participation as a was confirmed, were fully signed up The view was also expressed that the condition in relation to the purchase for the implementation of this scheme. playing field needs to be levelled as of services from the proposed new those participating in the QA scheme Tony Mercer reiterated that standards VisitScotland hubs was raised. The are subject to Environmental Health would not be levelled down. view being expressed by David and inspections and requirements to have However, common standards must other participants that participation in Public Liability Insurance, for come first, and then we can focus on the QA schemes must be an essential example. In response, the point was raising those standards and extending pre-requisite for engagement with the raised that currently the charge for an the scheme in areas such as new VS hubs if penetration rates are to advisory visit in Scotland is between accessibility and environmental be maintained and increased. £90 and £250 depending on the size management, for example. This will of the business, and some local Douglas Logan FTS be achieved though the addition of enterprise representing the extra requirements to be introduced in companies HCIMA stated that ...anything that subsequent years. subsidise this anything that improves quality can (though this is not improves quality uniform across the only be good... can only be good. country). This is a He believed the "fit competitive charge for purpose" and good value for money and makes proposal was a good step and referred the scheme highly accessible to the to the resonance of this with Professor majority of businesses – so there is John Fortes’ previous work for HCIMA, little excuse for non-participation. "A licence to practice". Douglas welcomed a common standard across • This point was linked to the need for Great Britain based on his experience the requirement to be participating in as an incoming tour operator putting the scheme in order to access the new together GB - wide packages; a caveat VisitScotland hub services. The on this endorsement being; "as long as consensus was that any government the scheme comes up to the Scottish assistance should be a continuation of standard". the general position as it stands now, critical. In general Alan believed there was a need to "drive quality forward". Market forces, he felt, would sort out many of the issues associated with poor service providers. Stephen Leckie of the BHA commented in particular on the critical importance of "fitness for purpose". Alan Britten had suggested that to encourage participation in QA schemes a good starting point would be if a requirement was placed on civil servants to stay only in graded properties when on official business. Stephen commented that with 50% of Scotland’s workforce being public servants, encouragement of the adoption of this approach could be a winner for Scotland!

where Scottish Enterprise Network’s, VisitScotland’s and local authorities’ support is conditional on participation 13

Making better use of the wonders of the web Susan Briggs MTS TECHNOLOGY

tourism works in other countries. Why waste good money when you can Google for a good idea?

o-one working in tourism can fail to be aware of the vast impact that the internet has had on our industry. Some operators receive as many as 90% of all their bookings online. The Web gives worldwide access to new markets. For many, e-mail is the communication tool of choice. So why are so many people working in tourism still not using the Web effectively ? I’m not complaining – a good proportion of my company’s income comes from either training people to use the power of the Web or actually doing it for them. But it does seem strange that in an industry where we can really benefit from the Web and where we’re all strapped for cash, we’re not taking greater advantage of it. The Web has been so successful as a booking mechanism that we’re in danger of ignoring some of its other uses. How often do we talk about "creating examples of best practice" or turn to consultants (again I’m not complaining!) for fresh ideas? Millions of pounds are collectively spent in search of better ways of doing things and developing "pilot projects". And yet so many great ideas and successful case studies are available for FREE….on the Web. We’ve developed an island mentality, constantly looking within when it’s now easier than ever to look at how

Take a simple subject like promoting to the VFR market. I was recently researching an article and wanted to give some examples of how other countries promote to the customers on their doorstep. Within an hour of typing a few words into a search engine, I’d gathered information about the "Be a Tourist in Your Own Town" promotion in Vancouver, found out what Going Dutch really means and learnt about the American National Tourism Week. Best of all, I’d found contact names and e-mail addresses within each website and been able to ask some supplementary questions of complete strangers, all of whom responded within 24 hours. When I run training workshops and talk to people about the power of the Web, I’m amazed at how few of them use the internet for research. Whether it’s looking at competitors, finding out what’s going on in the industry or capitalising on new trends as they happen, the internet offers immediate help. All for free. The trade press is great for reading on the train and many of us stockpile old copies "just in case". But now you can use the Web to search the archives of magazines and find articles on the most obscure of subjects. It’s a vast resource within easy reach. There are also some great enewsletters, all of which are free to subscribe to and which offer news almost as it happens. You can even choose how often you want to receive that news, on a daily, weekly or monthly basis. If you don’t already do so I strongly recommend you subscribe right now (all free!) to the enewsletters on www.travelmole.com, www.e-tid.com, www.leisuremanagement.co.uk and www.visitbritain.org/ukindustry. More and more people are now using the Web to learn new skills. We’ve found that we can entice participants

into e-learning opportunities even when they’re normally resistant to training courses. People working in small businesses rarely spare time away from their work place so they don’t generally attend training workshops in normal office hours. Last year we ran a training scheme in South London for small to medium businesses, offering four different options to learn new marketing skills. These were: one-to-one sessions, small group workshops in central locations, self-completion workbooks and elearning workshops. The selfcompletion workbooks were not popular – we think they sounded too much like hard work, even though they were convenient to use. Over a six month period, 32 people opted for one-to-one training. In the same time frame, 113 people participated in small group training sessions. Within just one month, over 380 people from small businesses completed e-learning workshops. This option was cheap to run, once established, and very easy to administer. All that participants had to do was to log on to the website and complete an online workshop in under an hour - great for small businesses, as the workshops can be undertaken at any time, in any place. E-learning workshops are also useful for training people in subjects that are compulsory rather than fascinating. Companies like www.Learnpurple.com offer some excellent health and hygiene training that can be completed at any time and is more convenient than many "live" workshops. We’ve found it hard to entice people to live workshops to learn about the Disability Discrimination Act and how they can benefit from this important market but many do complete our free e-learning package at www.tourismnetwork.org/training.htm. We’ve also found that many companies just see websites as an added expense, rather than a way of saving money. Part of the problem is

that most people don’t know how much website design and development should cost, so they are open to abuse. For example, few realise that it takes less than a day to learn how to update and add basic information to a website, using a software package like Dreamweaver.

The process is relatively straight forward and very cheap. We set up an online form that gives guaranteed anonymity if people want it, e-mail potential respondents and ask them to respond to a series of questions on a website. This then populates a spread sheet and we can see responses as they come in. It’s fast, easy and cheap, and response rates tend to be high. When doing some consultancy work for VisitBritain recently, I wanted to get quick responses from incoming tour operators about various industry issues. Within 24 hours of setting up

the website and e-mailing potential respondents, I had detailed and frank responses from over 100 operators, and it cost practically nothing beyond some technical expertise in my office. You can see how such surveys work and help the Tourism Society at the same time – right now! If you haven’t already done so, please complete the survey on www.tourismconsultation.com/societys urvey.php. And while you’re online why not take a sneaky peak at your competitors, subscribe to a few free enewsletters, learn a new skill and steal an idea or two from overseas? Susan Briggs runs The Tourism Network

TECHNOLOGY

There are countless forms of information that can be posted on websites to cut down on the need to answer routine questions and to generate good will. Take, for example, research and statistics. There are constant calls from the industry and destination marketing organisations for more access to research and statistics but these enquiries take time to service. Many regional and national tourist boards are now realising that some of this information can be posted on websites along with responses to "Frequently Asked Questions". Asking questions is something else the Web is good for, and yet it’s surprisingly under-utilised for this

purpose. Market research is often expensive. Postal surveys are cheaper than face-to-face ones but response rates usually lower. Online surveys may be the answer. We’ve successfully used online surveys as part of the consultation process when developing new strategies, to find out what people really want from public sector organisations and for quick industry straw polls.

Sightseeing Smart Car ds Ruth Reinicke

TECHNOLOGY

to walk past the queues because they have already paid for their entry and just need to have their card entered in the reader. The terminal automatically collects information as visitors enter the attraction, including details of where the card was bought and nationality of the user.

The Leisure Pass Group is able to analyse purchasersâ&#x20AC;&#x2122; habits on a country-by-country basis. With their online Sales Analysis Tool and backoffice system, the Leisure Pass Group are able to analyse sales and visits on every category, including the sources of sales, down to the value and nationality of customers. This gives the most in-depth analysis available and is invaluable, as trends can be observed on a weekly basis, enabling the Leisure Pass Group, its trade clients and partner attractions to develop and adjust their marketing and sales plans accordingly with upto-date information.

he Leisure Pass Group is a market leader in developing city sightseeing smart card passes, with their flagship product being the London Pass, in addition to successful operations established in Dublin, York, New York and Philadelphia. Tourist attractions participating in sightseeing smart card schemes benefit from a highly Users of the passes have multiple sophisticated application of benefits. They are able to buy passes innovative technology. Thanks to the in advance of their travels, meaning intelligent microchip embedded in that they have both the peace of mind the cards programmed by their that they will be able to see technology provider, they can control everything they want and time to plan attraction-entry their sightseeing to entitlement, make the most of remove fraud, ...a highly sophisticated their visit. In deliver multiple application of innovative London, purchasers benefits to passhave the option of technology... holders and gather either having the vital, up-to-theproduct posted out minute statistics to them or to collect it at the Britain about card-holders and how they use & London Visitor Centre, where they their passes. can exchange their confirmation The London Pass gives holders free access to over 50 major London attractions plus a host of benefits, such as special restaurant and shopping offers. Visitors can purchase passes of different durations. In London, Passes can be bought as one, two, three or six-day passes and there are both child and adult passes. Additionally, people have the option to include travel, and all passes come with a 136-page guidebook. The attractions are equipped with a card reader at the entry gate. For passholders, that means that they are able 16

vouchers for the passes they have ordered. Pass-holders save both time and money - the former because they have in effect already paid for their tickets and are thus able to jump the queues and eliminate cash transactions; and the latter because buying the pass works out cheaper than buying individual tickets to most of the attractions and because they can visit more attractions due to the time they have saved. The Leisure Pass Group use their websites as the main marketing and

sales tools, and 58% of all London Pass purchases are made on-line. The London Pass website, www.londonpass.com, is the consumer website that was created in 1999 by the Leisure Pass Group, above all as a sales tool. It provides extensive information about the product, pricing, suggestions on how to use the London Pass, complete and comprehensive listings of all the attractions and benefits included in the pass, and contact details, plus a host of useful extras, such as maps, a calendar of London events and an opportunity to build a personal London Planner. It is the website in combination with the smart technology that has made the London Pass such a success. Visitors have the opportunity to research the sightseeing options and even to build their own personalised itinerary in the London Planner prior to travelling to London. The website also communicates any offers newly added to the London Pass line-up, as for example the special free champagne offer or the opportunity to buy tickets to the summer opening of Buckingham Palace with a London Pass purchase. The introduction of sightseeing smart cards has proved a success across the board. Users have a better experience; processes are fast and more efficient. Many member attractions of the scheme benefit from increased visitor numbers - visits from people who normally might not choose to visit that particular attraction - and detailed reports that allow for better planning. For the Leisure Pass Group, smart cards have been a great success story with the establishment of a successful model that can be applied anywhere in the world. Ruth Reinicke is PR and Marketing Executive with the Leisure Pass Group

Postcar d fr om Australia John Alwyn-Jones FTS

In fact, this glimmer of hope could have been likened to one of those old Western movies where the cowboy is moseying along on his horse in to the tunnel and the headlight on the steam train entering the other end of the tunnel keeps getting bigger and bigger. That is how the Australian tourism industry and its respective The Federal Minster for Tourism, Joe industry segments have felt over the Hockey, in a recent meeting, last two years or so, during which proclaimed to me time, after massive that from 1 July political battles and 2004, Australia ...Australian Government widespread industry would be investing has clearly recognised consultation, the more money in Tourism White the value of tourism to tourism marketing Paper has emerged than any other the economy... and ultimately country in the passed into world. While some legislation as a clear government and might think it was a rash statement to private sector medium-to-long-term make, it is unlikely that he has not strategy for tourism in Australia. had it checked out (although, quite Thinking again about the analogy of the steam train, one challenge for the industry in Australia will be whether the contents of the trucks behind that steam engine will be what we need

frankly, the global tourism marketing investment equation is so complicated at times, that it is often hard to compare apples with apples). But what Joe Hockey is basically saying is that the Australian

INDUSTRY NEWS

ith the majority of governments around the world crying "poor" in terms of serious investment in tourism â&#x20AC;&#x201C; except, it appears, for emerging destinations who seem to have "squillions" to spend and SE Asian countries which have been devastated by Bali and SARS - there is more than a glimmer of hope at the end of a very long political tunnel in the land Down Under.

Government has and what is ...the Federal Government clearly recognised expected by the the value of industry to totally has committed to tourism to the revitalise the invest $A235 million economy and has domestic and extra in tourism... decided to invest international heavily in this great tourism that is so industry, heralding vital to the a seed change that many other economy of Australia. The assessment Western countries are going through of the content of those trucks as the shift to a service economy. measured by the tourism industry is fairly straightforward: how much It is extremely fortunate therefore that money will the Australian Federal the Australian Government has Government be investing in tourism realised that unless we invest in and is the amount serious enough to tourism, many areas of Australia will make a real difference ? suffer severe economic decline as It has always been a mystery to me their traditional industries disappear why, virtually without exception in and tourism becomes the sole the Western world, this great industry industry of the future for those areas. lags far behind in the investment made by Governments, particularly compared to other industries, many of So, enter the Medium and Long-Term Strategy for Tourism. The Federal which are in decline and only Government has committed to invest surviving as a result of Government $A235 million extra in tourism over support. We are talking about the next four and a half years, in what supporting a dynamic and growing is described as the most significant industry that employs real people in reform since the 1967 establishment real jobs and provides significant of the Australian Tourist Commission, economic benefit - $A31.8 billion the organisation charged with Gross Domestic Product, 4.5% of marketing Australia overseas. This total GDP, employing 549,000 additional $A234 million will lift people, 5.9% of the total population direct total Australian Federal of Australia. Government tourism expenditure over the next four and half years to $A600 In any case, thatâ&#x20AC;&#x2122;s enough of my soap million and it was the process of the box. So what is the future Tourism White paper that brought this Government strategy for tourism in about. Australia looking like ? This is the largest funding package ever for the industry and provides a platform for the strategic restructuring of the industry, with the Government leading the charge by allocating serious funding to develop improved competitiveness and assist in minimising the impact of future external shocks, as experienced over the last two years. So this is not some fine-tuning. It is a radical overhaul of the Government side of the industry in Australia, which has been the subject of extensive industry consultation and total commitment. In the past, domestic tourism has been controlled pretty well by the State and Territory Governments (By the way, the money they invest is not included in any of these figures). The

INDUSTRY NEWS

Federal Government recognised the need to have a whole-of-Australia approach to domestic tourism marketing and launched the â&#x20AC;&#x2DC;See Australiaâ&#x20AC;&#x2122; campaign just a few years ago, much to the chagrin of some of the States and Territories. This campaign was designed to encourage Australians to actually take their holidays â&#x20AC;&#x201C; and, more importantly, to take them in Australia. It was highly successful and proved the catalyst for the bigger domestic White Paper picture. It also opened the door for the Federal Government to become involved in the domestic industry and to work with the State Governments to coordinate their activities. In overseas markets, duplication between the States and the Federal Government will hopefully be eradicated, assisted by the launch of a One Australia face to the public and the launch of the new Brand Australia

this summer. The new umbrella organization, Tourism Australia, will encompass domestic and international tourism, absorbing the role of See Australia in domestic tourism and the Australian Tourism Commission internationally. It will also include two new organisations, Tourism Events Australia, which will coordinate events in the leisure and business arenas and Tourism Research Australia, which will try to make sense of the confusing world of tourism research, by combining the organisations working in this field. The funds include an additional $A120.6 million to attract highyielding international tourists to Australia, an additional $45.5 million to stimulate domestic tourism, an additional $A19 million for the Tourism Development Programme

and an additional $A68.4 million for what are described as structural initiatives, which include extending the provision of quality research and statistics, setting up a national tourism accreditation programme, niche segment development, tourism in protected areas and indigenous tourism. So watch out up there for the guys from Down Under, as we continue to build on the successes of the Olympic Games and the 2003 Rugby World Cup, events that have demonstrated that we are a sophisticated, friendly and open nation and a committed leader in world tourism. We look forward to seeing you here ! Further information can be obtained from www.industry.gov.au John Alwyn-Jones is the Sydneybased Managing Director of CelticaConsult Pty Ltd.

Boar d Pr ofiles JASON TRIANDAFYLLOU Age: 36

Currently: Managing Director, Senior King Ltd – full service and integrated advertising agency specialising in travel, tourism and leisure. In my time at Senior King (10 years now!), I have been and continue to be responsible for the development of brand strategies, the organisation of structured research programmes and the strategic planning and implementation of brand and response advertising campaigns, among other things. Previous History: 1989 - 1991: Leith & Price (later Price & Co) – Business Development Consultants for advertising and media agencies 1991 - 1994: CACI Information Systems – Direct Marketing Profiling and Targeting Solutions 1994 - present: Senior King Experience encompasses marketing communications planning and implementation across a broad range of commercial and public sector organisations, including: • Hotels, such as the Hilton, Queens Moat House and Millennium & Copthorne groups • Tour operators, such as Indigo, Travelscene and Cirrus • Tourist boards, including ETB/ETC, VisitBritain, Isle of Man, Yorkshire, Southern England, Jersey, Portugal and India • Resort and park operators, such as Warner, Oasis, Center Parcs and Butlins • Transport operators, notably Eurotunnel and P&O Ferries • Leisure attractions, including Legoland, Leeds Castle, Beaulieu, the Tower of London, Hampton Court Palace and Kensington Palace

Currently: Business Manager RAC Hotel Services

Oh, and occasionally spending time with my wife and two children.

Previous History: Classical training for MHCIMA, followed by 10 years in the industry and then became a Hospitality lecturer at Solihull College of Technology. Joined the Heart of England Tourist Board as a Hotel Inspector, then Area Manager and finally Chief Inspector for the English Tourist Board. In 1998 received the Catey Award for Tourism.

Dislikes: Tottenham Hotspur when they lose.

Likes: Travelling, reading, good food and fine wine and my family

Getting inside the mind of the consumer wherever possible. Tottenham Hotspur (when they win), good food, good wine and being on holiday.

JULIA CLARK Mission: To increase awareness of the importance of tourism and encourage more young people to view tourism and the hospitality industry as an exciting profession that will offer worthwhile career opportunities. Currently: Public Relations Director, Le Méridien Hotels & Resorts Previous History: Over 20-years inhouse and consultancy experience in the domestic and international hotel industry working with Best Western, Holiday Inn and Hilton International. Consultancy experience includes working with clients in retail travel, business travel, car hire, hotels and tour operations. Likes: Travelling, gardening, cooking, meeting up with friends. Dislikes: Filling in forms

LINDA ASTBURY, Age: 54 Mission: To raise awareness of the importance of high quality standards within the UK Tourism Industry; to liaise with other sectors and stakeholders to highlight the relevance of the industry within the economy.

BOARD PROFILES

Mission: To bring my experience to bear in the tourism marketing arena, for the benefit of all who will listen with an open mind.

Likes: Joined-up thinking that tackles business issues objectively. Bespoke, rather than off-the-shelf, solutions.

Dislikes: Lack of attention to detail

JANE ANDERSON Mission: To increase awareness of the importance of tourim to the South West, to encourage new members to join and exsisting members to make full use of the unique opportunities that the society offers them, such as access to individuals in high places. Currently: Business Development Manager, Artavia Advertising Ltd Previous History: 18 Years multi media advertising experience across Northcliffe Newspapers , Yellow Pages, customer magazines such as Ford UK / Europe and Natwest Corporate Banking publication and specialist magazines including Autotrader. Winning new business for Artavia Advertising Ltd from Leisure, Entertainment, Recruitment, Healthcare and Travel and Tourism market sectors including The Eden Project. Likes: Days off! Travelling, cooking, socialising Dislikes: Last day of holiday, muddy footprints on carpets left by builders!

Disability Discrimination: Why Act Now ? Brian Seaman

SPECIAL FEATURE

to find out what they can offer now and (with some adjustments) provide in the future. If not already reviewed, some key areas for all tourism businesses to consider would be: 1. Ensuring that they offer clear and accurate information in literature and on-line about their facilities, making sure that any website is accessible to disabled people. There are benchmarks available to enable you to check your website.

t cannot have escaped your notice that by October 2004 all businesses and organisations should have assessed their premises and business activities, planned and possibly implemented changes to make their services more accessible to disabled people, under Part III of the Disability Discrimination Act (DDA) – see www.drc.org.uk. The DDA has been with us since 1995 and affects all businesses that offer a service, at the time of introduction giving businesses some eight years to plan ahead. The legislation not only takes into account physical access, but also access to information – for example larger print or user-friendly websites. The onus on us all has been to anticipate what the DDA might require us to do in advance of Part III being implemented. To take this forward, some accommodation service providers have had an assessment using the National Accessible Scheme (NAS) criteria. The NAS not only provides businesses with an independent assessment of their site and the facilities within it by a trained inspector, but will also enable disabled people to have an indication of access provision (before they book or visit) by finding a symbol next to each entry in guidebooks or on-line. Other businesses will have called upon the services of access assessors, access officers or local access groups

2. The provision of information that highlights any particular facilities that would aid a disabled visitor in making an informed choice about their holiday accommodation or visitor attraction. For example: ‘we have designated accessible parking, a designated wheelchair accessible shower with a shower seat,’ - and so on. It is even better if this information can be accompanied by pictures or a 360-degree panoramic view. An NAS inspection would also help. 3. To ensure that parking and settingdown points are level and clearly designated for Blue Badge holders where this is possible. The Disabled Drivers Association has been running a campaign called ‘Baywatch’ to encourage companies to ensure that only those who are entitled to park in designated bays actually occupy these spaces. Details at: www.baywatchcampaign.org/. 4. To provide accessible transport if courtesy vehicles are used to transport visitors or guests as part of a package. 5. To see that access to all facilities is made possible where it is reasonable to make changes. Among other issues, this may depend upon available financial resources. Therefore, once an assessment of the facilities has taken place, if a decision is made that the work cannot be implemented immediately for financial or other reasons, it is most important to keep a paper trail of how such a decision was arrived at.

6. Access to leisure facilities is particularly important where these are part of a tariff or entry fee. This is a service and therefore it should be made accessible where it is reasonable to do so. 7. Access to conference rooms. If access is restricted or impossible, then organisers of meetings and events are likely to take their business elsewhere, as they too will be trying to avoid possible discrimination against disabled delegates. 8. To ensure that staff (including those contracted from elsewhere) are aware of your policies towards disabled guests or employees. 9. To make alternative arrangements to provide a service if making physical changes is unreasonable at present. 10. To ensure that assistance dogs are welcome in restaurants and in all public areas. Why act now? Because if you have not undertaken any review, then there is a risk that at some point from autumn this year a disabled person may challenge your level of provision. If you have already identified the need for change and have a planned period for implementation (that is reasonable for your business), then this is more likely to aid your defence. An example of how businesses may be tested is through a campaign entitled ‘Free2Pee’. This campaign is encouraging people with disabilities to investigate how accessible WCs are in their area, particularly at clubs, pubs, cinemas, restaurants, swimming pools, parks and bowling alleys across Britain. More information may be found at: www.free2pee.org.uk. Finally, more information about making your business accessible may be found at our website: http://www.tourismforall.org.uk Brian Seaman is Head of Inspection and Consulting Services at Tourism For All

Life’s Paths Letticia Gilbert MTS

But it was not until I returned to my hometown of New York City, and n the year 2000, I graduated with a worked as a project manager for a Bachelor of Arts degree from non-profit organisation called Columbia University in New York, Business Enterprises for Sustainable having no real idea as to what I Travel (BEST) that I came to fully wanted to do in my professional life. understand the tourism industry in all The only thing I did know is that I its fascinating complexity. Last wanted to keep the promise I had summer, I went to Costa Rica as a made to myself a year and a half coordinator as well as a participant earlier, while studying in Rome for a for a think-tank forum on sustainable few months, that after finishing my tourism, and it was there that I was undergraduate studies I would return truly amazed to meet academics, to Europe to live. business-people, government officials and others, from all over the world, Destination number one for me was who had come to discuss issues London. All in all, it was a marvellous concerning the tourism industry. It experience working for a private was there that a Nigerian intern at fashion company in downtown BEST introduced London while me to the Tourism living with my Society, and I ...in my opinion, the relatives in Notting joined up right positive powers of tourism away. I was Hill. But a few months later, on should not be particularly learning that I had impressed by the underestimated... won a scholarship Tourism Society’s to work at the ability to convene a Guggenheim Museum in Venice, I diverse group of Members, including didn’t hesitate to leave London and tourism professionals, consultants, head down to Italy. One night, after academics and students. having a long conversation with some Italian friends at an internet café As a 25th birthday present to myself, I about life in general, I had some kind decided to enrol in a school abroad of epiphany while walking back for my Master’s degree. This didn’t home down the cobblestone street of come as a surprise to my family Via Giotto: I saw myself making my members and close friends, who all career in the tourism industry. know that I am always intrigued by

I myself had experienced so many eye-opening travel experiences, that it was only natural that I should want other people to experience the same.

school on the French Riviera called CERAM Sophia Antipolis, and immediately enrolled on their one year Master’s programme in Strategic Tourism Management (ranked number two of all postgraduate hospitality and tourism programmes in France). At school, my class consisted of students from all over the world from Bombay, Oslo, Bangkok and Paris to name a few - and course topics included Project Management, Tourism Planning and Development, Strategic Marketing and Economics. The first two trimesters consisted of a classroom-based theoretical approach and during the third trimester, we students worked at an internship.

GENERATION X

In my opinion, the positive powers of tourism should not be underestimated. Its ability to foster friendships among people with different cultural backgrounds, to create contact amongst country leaders with different political backgrounds, and to dispel stereotypes of people from different cultural and/or racial backgrounds is something quite profound and powerful. And I knew that I was more than eager to play an active role in an industry that could make such a difference.

I have spent this summer working at the Nice Tourism Office, in their New Business Development Department. I am very enthusiastic about this particular work experience because, one, it has given me the opportunity to experience a French working environment, and, two, I strongly believe that this internship will be a stepping stone to my chosen career path –international tourism consultancy in terms of strategic planning, development and policy making. After my internship and the completion of my dissertation in France, I will have a lot of questions to answer, such as: What is my next step? What company will I work for, following graduation in October? What country will I decide to live in? That is all to be decided in the next couple of months from now. All that I do know right now is that I am determined to take the path that will bring me closer to my personal goal – to make a significant difference in a the rapidly evolving, complex and important industry that is travel and tourism. I’m an optimistic person by nature, and the future looks bright to me. Letticia Gilbert is a postgraduate student at CERAM Sophia Antipolis

the prospect of living in a new country and learning a new language. Four days after my birthday, in September 2003, I attended an orientation day at a management 21

As Others See Us

SPECIAL FEATURE

Lynn Minnaert MTS

love the East of London. I particularly like to go there after a busy day in the City, a day of jumping on and off tubes and hurrying along crowded streets, past smart-dressed businessmen taking their break in front of the office building, as they drink Starbucks coffee, smoke a cigarette and shout down their mobiles - all of that simultaneously ! Don’t get me wrong, I do love the buzz of the City, London wouldn’t be London without it. But there are days when I have had enough of being hurried and bumped into, and on those days I catch the tube and leave it all behind. I take the Victoria line up to Walthamstow, and enter a

different London. Coming out of the station, I head straight for the market, where the vendors are shouting and cracking jokes. ‘Bananas, a pound for a pound! There you go love. Thanks darling’. It might not be Harrods, but you can’t beat this for customer service.

To finish my East-end break, I cross the street and walk into the pub. This particular institution of British lifestyle comes complete with flowered carpets and clashing patterned curtains. I am sure you could spill twenty pints of beer on this carpet, and nobody would even notice.

Feeling a bit hungry, I head for the local "caff". Now, as a foreigner, I must admit it took me some time before I dared to step into these little centres of British eating culture. And this is a real one; a maze of cheap tables and chairs with plastic chequered tablecloths and huge ketchup bottles. Even now, I still feel a bit out of place when I go in, so I start staring at the menu with its temptations of all-day breakfasts and beans on toast. But then I usually opt for a greasy bacon sandwich, the kind that you can only get in places like these. I know it wouldn’t make Nigella Lawson particularly proud, but I can just about imagine Jamie Oliver here, raving about the juicy meat and the "bootiful" texture of it all.

The karaoke machine is switched on and soon, the first volunteer delights us with his best performance, singing "You look wonderful tonight" with a trembling voice. He gets the words wrong I notice, but then I see his wife looking at him with a proud smile, and I realise that the words don’t matter. Just as I am leaving, one of the pint-drinking ladies at the bar makes her way to the microphone. You can tell she has made an effort for tonight, as she stands in the spotlight in a tiny white dress, probably just new, fresh from the market. Buying a size ten might have been somewhat wishful thinking on her part, but her rendition of "I will always love you" is sung with just as much passion as the recording by Whitney Houston. I decide to order myself another pint of cider, and linger a little longer. This is London life at its very best. Innit?

The waiter soon comes around and asks me if I am Spanish (Not even close: I’m Belgian). I tell him I live in Ealing, and he gives me a pitiful look. "Pretty posh down there, innit? Bet you’d like it better here!". He may be right.

Lynn Minnaert is a PhD student at the University of Westminster

The WTTC has generously offered all members of The Tourism Society free copies of their current catalogue of publications. The publications are: WTTC 10 Year Handbook > Security Paper > Apec 2000 Special Report Competitive Monitor > Corporate Social Leadership > Blueprint For New Tourism Progress & Priorities 2004/05 > Progress & Priorities 2003/04 Progress & Priorities 2002/03 > Progress & Priorities 2001 Viewpoint - 1st quarter 2004 > Viewpoint - 4th quarter 2003 If you are interested in receiving any of the above please send a pre-paid envelope (UK 80p, Europe £2.00 and Rest of the World £5.00) to cover postage with your address to us at: The Tourism Society, 1 Queen Victoria Terrace, Sovereign Court, London, E1W 3HA. 22

South West Chapter Launch

Following Adrian Clark’s welcome speech – and incidentally his retirement speech, David CurtisBrignell introduced the aims of the Tourism Society. David was followed by Tom Burnham who discussed how Businesslink Northumbria have worked together with local businesses to successfully develop and promote

rural tourism – his witty approach and unique sense of humour ensured a captivated audience. The final speaker of the evening was Dave Meneer, Managing Director of The Eden Project. He let us in on the secrets of their ever-expanding success! "It is a great start for the future development of the society in the South West", said Jane Anderson, one of the event organisers. "Future plans include four meetings per year (two in Devon and two in Cornwall), which will be scheduled and mailed to members in advance with details of the discussion areas to be covered." Malcolm Bell from South West

Tourism and others have agreed to offer their support for these meetings by attending and talking about issues within the sector and forthcoming events and developments. If you wish to raise points to be included in the future programme distribution please email Jane Anderson, at janeanderson@artavia.co.uk Future events may well include a spring 2005 night at Crealy Adventure Park - kindly offered by Angela Wright.

NETWORKS

glittering night of excellent speeches, good food, wine and Las Vegas style entertainment, along with some fantastic singers, was a fitting launch for the South West chapter of the Tourism Society. Powderham Castle, Exeter provided a suitably stunning backdrop to the inaugural event organised by Artavia and Julie Russell.

Watch this space!

Tourism Society Yorkshir e

he Yorkshire Chapter of the Tourism Society is now well established, regularly attracting between 40 and 50 guests to each event. This year saw the first joint BITOA/Tourism Society Seminar on the subject of Overseas Marketing. Speakers included Joy Perrett, Chair of BITOA’s Associate Membership, Sue Lovel, Sales and Marketing Manager for England’s North Country

and Carly Brear, Sales and Marketing Manager for Jet2.com (encouragingly, Jet2.com have begun to brand their own aircraft as Jet2.com2Yorkshire – a great advert for the county). Other events held this year include "Trains and Boats and Planes" at the Wood Hall Hotel; the Summer social was an excursion on the recently reopened Wensleydale Railway with a record 74 attendees, enjoying a pleasant summer’s evening, despite poor weather earlier in the day.

Future events include a seminar on Long Haul Travel Marketing at the Royal Armouries on 9 September (17.45 registration, kick-off at 18.30). Speakers from organisations such as Air New Zealand, Airtours and Complete Caribbean will present their thoughts. November 10 is the date of the first HCIMA/Tourism Society joint meeting to be held at The Elvington Air Museum, near York.

Malta Tourism Society During June 2004, the Malta Tourism Society held its second forum this year, which focused on low-cost airlines and their potential benefits and disadvantages for Malta and Gozo. The Final Statement and Recommendations of the forum were: 1. Trends may be moving from packaged and all-inclusive holidays towards internet browsing, greater use of destinations served by low-cost airlines and budget or value for money accommodation at those destinations. Most holiday destinations worldwide are offering

the opportunity to package one’s own holiday experience. Further studies could be carried out to determine the actual potential for this new trend in Malta and Gozo. 2. The hubbing concept may also be a lucrative one from the point of view of utilizing Malta’s only airport to the maximum, while considering the sustainability issues. 3. Cruise holidays are often seen as simply a foretaste of any destination. Malta could present the ideal "chillout" zone for those taking cruises to and from Malta around the Mediterranean. Further studies in this

area could be carried out to determine just what the economic implications are. 4. Change our marketing orientation, so as to consider full use of low-cost airlines by those tourists who prefer to package their own holidays. This means providing better services to source accommodation and places of interest, possibly using ICT. 5. Encourage innovation and give motivation for new ideas and concepts – most of all consider the industry as a collective activity not as a segmented and fragmented industry.

BOOK REVIEWS

Book Reviews Title: Destination Benchmarking: Concepts, Practices and Operations Author: Metin Kozak Publisher: CABI Publishing, 2004 ISBN: 0-85199-745-7 Pages: 195 Price: £45 This new text identifies the different approaches to benchmarking and applies the broad philosophy to the tourism sector. Tracing the theory behind the technique (until recently, applied mainly in the manufacturing sector), the author makes a strong distinction between "organisation" benchmarking and "destination" benchmarking. In researching the topic, he has found increasing evidence of the former in tourism (especially in the hotel sector) but limited application at destination level. The book is an extremely detailed investigation of an important technique, and one which destination managers in the UK are now expected to apply. The establishment of a successful network of destination benchmarking groups in the UK amongst local authority tourism managers (emerging from the former Best Value process) is evidence of this. Though the book would have benefited from more case studies, and has not picked up on the recent advances in destination benchmarking in the UK over the last two years, I recommend this to those with an interest in this vitally important area. Simon Curtis MTS Head of Tourism Medway Council Title: The Cruise Ship Experience Author: Norman Douglas and Neaire Douglas Publisher: Pearson Hospitality Press ISBN: 1-86250-512-8 Pages: 247 Price: £22.95 While the cruise ship experience has been available for the best part of a century, in the recent decade the sector has witnessed a remarkable transformation and growth. The 24

publication of this book enhances our understanding of this area and captures this transition. In doing so, it provides the reader with a useful introduction and overview of the sector. In this respect I could see the publication as a useful text to students of travel and tourism. It provides an overview of the main cruise ship companies / lines, capacity and destinations and captures the organisational structures of on-board operations which in itself could provide a focus for career paths. Of particular interest is chapter 6 which reviews the importance of the sector to the economy and its impact on the destinations which cruise lines serve. The objectives of the publication are documented in the preface. There is a good index and bibliography. The book provides a good overview to those wishing to explore this area. But I would have preferred to see the cruise ship experience more firmly anchored within a travel and tourism context. What are the determinants of demand for the cruise ship experience? What are the competing forms of tourism experience? What is the nature of the cruise experience? How do cruise lines market? How do they compete? The focus on broad brushstrokes in this publication often opens the door for the reader only to have it closed very quickly. A case in point being the operational/ organisational chapter which does provide an overview, but adding in trends in operations, creating efficiencies in operations, etc., would have enhanced the content. However, in summary this is a welcome text that adds to our understanding of this increasingly important sector. Noel Conner

Title: Qualitative Research in Tourism: Ontologies, Epistomologies and Methodologies Editors: Jenny Phillimore and Lisa Goodson Publisher: Routledge ISBN: 0-415-28087 Pages: 333 Price: £21.99 This edited work makes a significant contribution to the study of tourism. Its focus on qualitative methods provides something of a counterpoint to an area often dominated by the 'measurement' of tourism rather than an 'understanding' of it as a social construct. The book comprises eighteen chapters in two sections, the first of which deals with theory and method while the second provides detailed case studies. The first two chapters provide a philosophical baseline that helps contextualise the book and its approach. Alain Decrop provides a particularly interesting chapter on 'Trustworthiness in Qualitative Tourism Research' a question that continues to vex researchers. Jennie Small's contribution on 'Memory Work', has some interesting thoughts for tourism researchers on capturing memories of holiday experiences though narrative. While the book clearly provides intellectually stimulating reflections on the state of qualitative research in tourism, I think it should have provided further worked examples of research in action - those it does provide are well written, but an opportunity has been missed in bridging the gap between what many academics see as important about tourism (what it 'means') as opposed to what industry sees (how to ensure 'results'). That being said, this is a thoughtful and useful book that can be recommended to lecturers, researchers and senior students. Peter Burns MTS University of Brighton

The book comprises seventeen chapters on various elements of safety and security. There is a wide variety on offer ranging from 'big stuff' like Floyd et al's "The Effect of Risk Perception on Intentions to Travel in the Aftermath of September 11, 2001" which, in my opinion, is a quantitative study of what is basically a qualitative problem, through to Cushnahan's elegant and insightful chapter on "Crisis Management in Small-Scale Tourism." The opening chapter sets an interesting context for the book and cites some fascinating sources that I shall certainly be following up. However, the book remains a curious mix that on the one hand delivers some very interesting commentary and advice about strategic responses to crises, but on the other hand doesn't seem to be easily aligned with its very specific title. One would have thought the papers could have been categorised under the three section suggested (Relationships, Management and Marketing), but this doesn't happen. So, even though I remain slightly uncomfortable with the format, and would have wished for a much more comprehensive index, this particular collection works and can be recommended to colleagues as having something to offer students, lecturers and industry managers. Peter Burns MTS University of Brighton Title: The Family Business in Tourism and Hospitality Authors: D Getz, J Carlsen, A Morrison Publishers: CABI Publishing 2004 ISBN: 0 85199 808 9 Pages: 352 Price: £45.00 Although there are many papers and articles on small and medium-sized tourism enterprises, this is the first book that focuses on family business

issues within the tourism and hospitality industry. The vast majority of tourism and hospitality firms around the world are SMEs and most of them are family businesses. Lifestyle, being able to work in a particular location and autonomy are the main motives for operating family businesses. The book provides a comprehensive account of family businesses in tourism and hospitality and treats a number of different aspects including entrepreneurship and family business as well as starting, sustaining and developing the family business. Chapters include examples and case-studies on small hotels, farm-based, nature-based resorts, tour companies, tourist attractions and wineries. With about 15 case studies from five countries Australia, New Zealand, Canada, UK and Sweden - the book offers extensive food for thought. It concludes with implications for family businesses and tourism destinations, as well as for research and theory. It also provides a comprehensive assessment of ownership, management and familyrelated concerns across the entire business and family life cycle. Hence it will be useful for tourism students, researchers, and policy makers as well as for owners and potential investors in family businesses.

European authors from seven countries, with contributions from five other countries around the world. Haworth has traditionally published texts that always touch areas of the industry that others don’t. This book is no different. Approximately one third of the content explores new areas and fresh ideas that are topical and relevant to the practitioner as well as the academic. A third of the chapters are eminently forgettable with a third of marginal interest. The claim on the cover that this book ‘gives you the knowledge and skills to keep your business on top of this competitive field and (is) an essential read for all leisure and tourism experts’ is something of an exaggeration! There are, however, a number of chapters that are genuinely of considerable value including those on slow tourism, wellness and alpine health and concerns over youth leisure. The section on information technology and leisure is unfortunately weak. Overall, a useful range of subjects whose European focus is refreshing. A book worth dipping into but not a standard reference.

BOOK REVIEWS

Title: Safety and Security in Tourism: Relationships, Management and Marketing. Editors: C. Michael Hall, Dallen J. Timothy, David Timothy Duval. Publisher: Haworth Press, 2004 ISBN: 0-7890-1917-5 Pages: 338 Price: $US39.95

Dr Terry Stevens FTS Managing Director, Stevens & Associates

Dimitrios Buhalis FTS University of Surrey Title: The Tourism and Leisure Industry: Shaping the Future Editors: Weiermair, K and Mathies, C Publisher: The Haworth Hospitality Press, 2004 ISBN: 0-7890-2103-X Pages: 337 Price: £35.95 This textbook is an edited collection of papers presented at the international ‘Conference of Leisure Futures’ organised by the editors (although, unfortunately, the book does not tell us when or where this took place). As with all collections of this type, the editors have worked hard to assemble the eclectic range of writings into a structure that makes sense. There are 22 papers, plus an introduction, organised in five sections and involving some 40 authors. There is a majority of 25

MEMBERSHIP NEWS

DIRECTORY UPDATE Andy Duncan FTS, Hotel Consultancy Services Ltd, 32 Sandy Close, Hertford, Hertfordshire SG14 2BB Tel: 01992 550 955 Mobile: 07795 054581 Fax: 01992 420 532 E-mail: akduncan@ntlworld.com

WELCOME NEW MEMBERS Adetoro Akinkuolie MTS, Researcher/Editor, Chartered Institute of Stockbrokers, Stock Exchange Building, Level 15, 2/4 Customs House, Lagos, Nigeria Tel: (+234) 080 330 30 770 Mobile: (+234) 080 330 30 770 E-mail: ayinkeade@hotmail.com Zuheir Al Ghalayini FTS, General Manager, Madinah Marriott Hotel, Marriott International, Madinah, 25711 Saudi Arabia Tel: + 9 664 818 0000 Fax: + 9 664 819 2048 E-mail: zuheir.alghalayini@marriotthotels.com Timothy Brooks MTS, Deputy Director South West, CLA Rural Tourism Lead, Country Land and Business Association, Halthaies, Bradninch, Exeter, Devon EX5 4LQ Tel: 0870 242 1450 Fax: 01392 882 490 E-mail: tim.brooks@cla.org.uk Website: www.cla.org.uk Paul Crossey MTS, Tourist Guide, 8 College Road North, Crosby, Merseyside L23 8UP Tel: 0151 924 2786 Mobile: 0794 132 2062 Fax: 0151 924 7981 E-mail: paul.crossey@virgin.net Amalie Dence MTS, PR Director, UK & Ireland, Starwood Hotels & Resorts, c/o The Park Lane Hotel, Piccadilly, London W1J 7BX Tel: 020 7290 7105 Fax: 0207 290 7560 E-mail: amalie.dence@starwoodhotels.com Website: www.starwood.com

Donal Dowds MTS, Divisional Managing Director, BAA Scotland and USA, St Andrewâ&#x20AC;&#x2122;s Drive, Glasgow Airport, Paisley PA3 2SW Tel: 0141 848 4581 Fax: 0141 848 4444 E-mail: donal_dowds@baa.com Website: www.baa.com

Stephen Hay MTS, Regeneration Manager, Stroud District Council, Council Offices, Ebley Mill, Stoud, Gloucestershire GL5 4UB Tel: 01453 754 306 Fax: 01453 754 309 E-mail: stephen.hay@stroud.gov.uk Website: www.stroud.gov.uk

Bernard Donoghue MTS, Head of Press and Public Affairs, VisitBritian, Thames Tower, Blacks Road, London W6 9EL Tel: 020 8563 3393 E-mail: bernard.donoghue@visitbritain.org Website: www.visitbritain.com

Claire Haven MTS, Consultant, C Haven Associates Ltd, 13 Havenwood Drive, Thornhill, Cardiff CF14 9HX Tel: 029 2062 1935 E-mail: chavenassociates@aol.com Website:www.chavenassociates.co.uk

Penelope Dudgeon MTS, CEO, Godolphin Heritage Tours, Adley, Changford, Devon TQ13 8JG Tel: 01647 433 291 E-mail: muff@heritage-tours.co.uk Ruth Durkin MTS, Sales Manager, Westmoreland Hotels, Red Lion Hotel, Red Lion Square, Grasmere LA22 9SS Tel: 015394 35456 Fax: 015394 35894 E-mail: ruthmdurkin29@yahoo.co.uk Website:www.hotelslakedistrict.com Derrick Ellershaw MTS, Company Secretary, Blackpool Hotel and Guest House Association, 87a Coronation Street, Blackpool FY1 4PD Tel: 0153 621 891 Fax: 01253 623 041 E-mail: derrick@blackpool-stay.co.uk Website: www.blackpool-stay.co.uk Carrie England MTS, Chief Executive, The Tourism Society, 1-2 Queen Victoria Terrace, Sovereign Court, London E1W 3HA Tel: 020 7488 2789 Fax: 020 7488 9148 E-mail: carrie@tourismsociety.com Website: www.tourismsociety.org Ros Forster MTS, Visit Services Officer, Lancaster City Council, Old Station Buildings, Marine Road, Morecombe, Lancashire LA4 4DB Tel: 01524 582 816 Fax: 01524 582 663 E-mail: rforster@lancaster.gov.uk Website: www.lancaster.gov.uk

Adam Hill MTS, Managing Director, Designate, 4 St Georges Place, Brighton, East Sussex BN1 4GA Tel: 01273 704 040 Fax: 01273 704 041 E-mail: adam@designate.co.uk Website: www.designate.co.uk Lucy Anne Hodgson MTS, Operational Research Manager, TUI-UK, Greater London House, Hampstead Road, London NW1 7SD Tel: 020 7383 1728 E-mail: lucy-hodgson@tui-uk.co.uk Website: www.tui-uk.co.uk Samantha Kelly MTS, Marketing Co-ordinator, Salisbury Cathedral, 33 The Close, Salisbury, Wiltshire SP1 2EJ Tel: 01722 555 118 E-mail: samantha.kelly@salcath.co.uk Website: www.salisburycathedral.org.uk Mandy Lane MTS, Director, LiveTourism, Rushton Farm House, Warren House Road, Wokiwsham, Berskshire RS40 5RE Tel: 0118 978 0890 E-mail: mandy.lane@livetourism.co.uk Website: www.livetourism.co.uk Keith Madeley MTS, Chairman, Yorkshire Society, 4th Floor, Rawdon House, Green Lane, Yeadon, Leeds LS19 7BY Tel: 0113 238 6300 Fax: 0113 238 6325 E-mail: kdmadeley@manorfm.co.uk Website: www.yorkshiresociety.org.uk

Stephen Minns MTS, Director of Sales, Sherlock Holmes Hotel, 108 Baker Street, London W1U 6LJ Tel: 020 7958 5140 Fax: 020 7958 5211 E-mail: sminns@parkplazahotels.co.uk Website: www.sherlockholmeshotel.com

Carron Somerset MTS, Campaign Co-Ordinator, ECPAT UK – End Child Prostitution, Pornography and Trafficking, Thomas Clarkson House, The Stableyard, Broomgrove Road, London SW9 9TL Tel: 020 7501 8927 Fax: 020 7738 4110 E-mail: ecpatuk@antislavery.org Website: www.ecpat.org.uk Peter Stybelski FTS, Town Clerk and Chief Executive, Carlisle City Council, Civic Centre, Carlisle CA3 8QG Tel: 01228 817 000 Fax: 01228 817 048 E-mail: PeterS@carlisle-city.gov.uk Website: www.carlisle.gov.uk

Elizabeth Pratt MTS, Director, Shoregate Consultancy, 13 Silverwood Close, Beckenham BR3 1RN Tel: 020 8650 4261 Fax: 020 8650 4261 E-mail: ElizabethPratt@shoregate.co.uk

Alena Tan MTS, Tourism Development Executive, The Mersey Partnership, 12 Princes Parade, Liverpool L3 1BG Tel: 0151 227 2727 Fax: 0151 227 2325 E-mail: alena.tan@merseyside.org.uk Website: www.visitliverpool.com

Oluwafemi Ologunro MTS, Personal Assistant/Secretary, Pampers Group of Schools, Rainbow College For Boys, PO Box 1227, Surulere, Lagos, Nigeria Tel: (+234) 080 3324 8422 E-mail: o_femi2000@yahoo.com

Andrew Taylor MTS, John Leggott College, West Common Lane, Scunthorpe, North Lincolnshire, DN17 1DS E-mail: andrewtaylor@leggett.co.uk

Nicholas Joseph Ruddy MTS, Head of School, School of Hospitality Management and Tourism, Dublin Institute of Technology, Cathal Brugha Street, Dublin 1 Ireland Tel: +353 1 4024352 Fax: +353 1 4024496 E-mail: nicholas.ruddy@dit.ie Howard Salinger MTS, Senior Sales Consultant, Travmedia, 26 Bloomsbury Street, London WC1B 3QJ Tel: 020 7691 3299 Fax: 020 7691 3929 E-mail: howard.salinger@travmediauk.com Website: www.travmedia.com

David James Trotman MTS, Principal Tourism Officer, Lancaster City Council, Old Station Buildings, Marine Road, Morecambe, Lancashire LA4 4DB Tel: 01524 582 816 Fax: 01524 582 663 E-mail: jtrotman@lancaster.gov.uk Website: www.lancaster.gov.uk, www.visitmorecambe.co.uk Lisa Twyman MTS, Finance Director, Roxton Bailey Robinson World-Wide Ltd, 25 High Street, Hungerford, Berkshire RG17 0NF E-mail: lisa.twyman@rbrww.com Website: www.rbrww.com John Windle MTS, Qualifications Leader – Travel and Tourism, EDEXCEL, Stewart House, 32 Russell Square, London WC1B 5DN Tel: 020 7758 6809 Fax: 020 7758 6904 E-mail: john.windle@edexcel.org.uk Website: www.edexcel.org.uk

MEMBERSHIP NEWS

Mark McTigue MTS, Assistant Tourism Marketing Officer, Lancaster City Council, Old Station Buildings, Marine Road, Morecombe, Lancashire LA4 4DB Tel: 01524 582 816 Fax: 01524 582 663 E-mail: mmctigue@lancaster.gov.uk Website: www.lancaster.gov.uk

STUDENTS Hayley Muddeman Bath Spa University College

David Thompson MTS, Selby District Council, Civic Centre, Portholme Road, Selby YO8 4SB Tel: 01757 292 070 Fax: 01757 292 003 E-mail: dthompson@selby.gov.uk Website: www.selby.gov.uk, www.selbytourism.co.uk Anita Thornberry MTS, Project Manager, London Development Agency, 58-60 St Katharine’s Way, London E1W 1JX Tel: 020 7954 4140 Fax: 020 7680 2040 E-mail: anitathornberry@lda.gov.uk Website: www.lda.gov.uk/tourism