MARCH 2021, ISSUE 13
The official e-journal of the Tourism Society
EDITORS NOTES By Julian Zarb FTS This e-journal is set to start a new chapter for the Tourism Society; it will really be YOUR voice, opinion, the voice of our members out there. We want to offer you the opportunity each time to contribute to your publication, the Society’s publication. I was thrilled to see such a response to my email to all of you for these
WHAT'S INSIDE THIS ISSUE: TIMES TRAVEL JOURNALIST CHRIS HASLAM TALKS ABOUT TRANSFORMING TRAVEL PRESIDENT OF THE WTTC ANSWERS QUESTIONS ON GLOBAL AND UK TOURISM POLICY
contributions. I have already thanked those who sent in
SYKES HOLIDAY COTTAGES CEO GRAHAM DONOGHUE
their intention to contribute to the journal, and over the
TALKS ABOUT MAINTAINING CUSTOMER HAPPINESS
next months we will be publishing these contributions. Naturally, we look forward to more contributions that will create a diversity of topics, themes and opinions. For this issue we have chosen to receive contributions concerning “Tomorrow’s Tourism”; that is the shape of the travel and tourism activity once we learn to harness Covid 19 and we can travel again – and, yes, we will be able to travel again – we can do this more responsibly, more sustainably and with more focus on where and why we are choosing destinations. Let us start to look forward to that new chapter, let us build a new tourism
FROM A COMMUNITY PARK TO A UNESCO WORLD HERITAGE
SITE.
IS
BLACK
HISTORY
STORYTELLING
FINALLY BEING LIBERATED? ALSO IN THIS EDITION: STUART RENDER - THE END OF SILO MENTALITY? DEIRDE WELLS OBE - ANNUAL REVIEW KENT
together and let us look more at tourism as that sociocultural activity which brings the host and visitor closer
MARTIN EVANS - HOTEL SECTOR UPDATE
together rather than alienates them in an industry based on quantity and economic gain for a few. Take care, enjoy the Journal and I look forward to receiving more and more from you all in the next few months.
MICHAEL HITCHCOCK - IS THE TERM STAYCATION ANALYTICALLY USEFUL? HOWARD WILLEY - FROM LOCKDOWN TO MELTDOWN AND BACK AGAIN
MARCH 2021, ISSUE 13
THE GROWING STATUS OF
BIG THINKERS IN
LOCAL TOURISM
TOURISM: CHRIS HASLAM
By Richard Dickinson FTS - https://tomorrowstourism.com/
By Dr Julian Zarb FTS
There is a Reset coming but unless you have a better
In the series of online discussions by the Tourism Society
crystal ball than the rest of us, nobody really knows its
it was so riveting to listen to Chris Haslam, award-
extent. Before dusting off plans that attract a relatively
winning travel journalist for the Sunday Times, about a
small number of international visitors, it’s perhaps worth
subject that is so topical today – transforming travel.
looking at visitors who are closer to home. The received
This is the opportune time we really ought to be
wisdom is that international visitors’ money is of ‘higher
rethinking our strategies and policies for tourism. Chris
quality’ than British money – a view perpetuated by the
spoke about a number of anniversaries; this time last
Treasury to the disadvantage of English tourism and its
year we were just realizing that a dark cloud was
tourist board. The myth is that money spent by British
looming above this planet, but some people still believed
people is not ‘additional’, and if not spent on tourism is
it would be all over by Easter; little did we know that a
spent on, an oft-quoted example, washing machines.
year later we would still be struggling with the millions
Bosch is a great company but of its 16 brands, only one
of lives lost across the globe; we would still be
has a UK connection, so that result is high on leakage
struggling
and low on local benefit.
meant. Is it enough to simply plant trees and offset the
with
what
“sustainable
business”
really
carbon footprint this way? This was one question Chris A lot of self-catering businesses have never had much
asked during the discussion.
need for the overseas market. But they employ plenty of people, buy local supplies and attract repeat visitors year
Chris went on to explain that the travel industry is
after year. Thanks to the tourism multiplier, a mystic
changing, perhaps not totally because of the Covid
force that converts the generosity of visitors into high
shutdown, but also because trends and consumer
local impact, their money is much more beneficial than
behavior is changing. People are now realizing the
the purchase of any white good.
irresponsibility of short trips to Africa. Travel and tourism must be more inclusive, it needs to include a
So have we been aiming at the wrong target all these
stronger host-visitor relationship, perhaps even a real
years? Specialists often push international over domestic
community-based tourism experience. Certainly, just
visitors, and stay over day. In the Reset Economy that
because countries around the Mediterranean are opening
won’t
businesses,
up to British Tourism this summer does not mean that
responding to a surge in domestic demand, need support
this will be the authentic and real experience one should
to connect with their peers and strengthen local supply
expect for tourism, it just means that travellers may get
chains – not to mention offering an authentic taste of
away from lockdowns and Covid restrictions for a short
their location. How about pivoting funding to attract
while – we must act smarter, we need to manage
international visitors to suit a more local market?We’ re
tourism much wiser than that.
necessarily
be
right.
Tourism
currently working in Buckinghamshire, a good example – 41st in the English league table in terms of tourism spending but 19th in terms of day visitors. That performance will be optimised by strengthening local supply chains and better understanding how the local visitor economy connects to other sectors. This edition is about Tomorrow’s Tourism. We are pleased to sponsor it because our purpose is about changing the way the industry works, reducing the negatives and maximising benefits for people and places. Creating thriving UK destinations by enhancing local tourism is a great start towards that goal.
MARCH 2021, ISSUE 13 Perhaps now is as good a time as any for us all to rediscover the UK, let us return to those forgotten seaside towns, let us enjoy the campsites at home – we must still act with caution, we have been told time again that this pandemic may be with us for some time yet, we should re think tourism. Speaking about travel writing, Chris felt that this has become his real vocation and commitment. Transforming tourism is a far cry from the continuous wimper we hear from some practitioners to “re-open” or Re-start” tourism.
It is very much in line with my own
belief that we should rethink, redevelop and then restore tourism. I think after this rousing discussion with Chris we shall be hearing and seeing a lot more from Chris in the coming months, we must understand what changes are needed for a more sustainable and responsible tourism.
what those organisations are there to do, but it does require the family to know that.
THE END OF SILO
I work primarily with the group travel sector, where tour
MENTALITY?
They’ll visit an attraction’s website and easily find ‘what’
By Stuart Render FTS
‘how’ a visit might work, something that’s particularly
One of the recurring messages coming out of industry webinars during the last few months has been the importance of building relationships. Stuart Render, of coach and group tourism specialist Stuart Render Tourism, asks whether more needs to be done as part of ‘building back better’. Relationships between neighbouring visitor attractions are often a mix of first-class partnership and undisguised hostility. Each attraction, while happy to work with a regional tourism or marketing organisation to entice people into the area, will often pull up the drawbridge when it comes to protecting visitor numbers and revenue. That’s understandable, but I would venture to suggest that now, as we aim to ‘build back better’, it’s time for some new thinking. What do I mean? Let’s take the example of a family looking to have a day out. They’ve spotted an attraction that they fancy visiting. They go to the website to find out more. So far so good. But the family soon realises that a visit may only take a few hours, so they wonder what else there is to visit in the area. But where do they turn to find out more? Of course, such information is covered by the websites of local or regional tourism or marketing organisations. That seems reasonable of course, that’s
planners are always looking to be enthused and inspired. there is to see and do. When it comes to understanding important if the geography and layout of the attraction isn’t already known to the tour operator, it all becomes a little harder. As for the website giving information about other attractions in the area, well, with one or two exceptions, forget it! Over recent weeks I’ve presented a handful of webinars highlighting the need for more joined-up thinking by attractions, especially when targeting the groups market. I firmly believe that including ‘suggested itineraries’ on an attraction’s website can solve the tour planner’s concerns about how a day out might work. It’s just as beneficial to a self-drive visitor too. Showing how a castle visit in the morning, then on for lunch and gardens in the afternoon, offers a perfect day trip, could be just what’s needed to enthuse, inspire and encourage a tour planner, or anyone else, to visit. If you’re that castle, or those gardens, working together to highlight these tour opportunities, perhaps even with a combined ticket offer, could be a route to further commercial success. To be fair, many visitor attractions are already thinking like this. But in a post pandemic world, where working together has been cited as a positive way forward, isn’t it time for more visitor attractions to take that step?
MARCH 2021, ISSUE 13
BIG THINKERS IN TOURISM:
UK? - could do better
GLORIA GUEVARA
Many of the audience’s questions were about how she
By Katrina Kerr MTS
the epitome of diplomacy, it was clear she felt in many
viewed the UK and its commitment and whilst Gloria was ways the UK could and should do better. The UK has a strong private sector which could be why the government have historically been happy to let it look after itself. Starting
with
the
positive,
she
praised
the
UK’s
vaccination rollout and mentioned that she enjoys a cordial relationship with the current Tourism Minister Nigel Huddleston.
After
9/11
the
UK
was
a
leader
in
international security cooperation and coordination, but she felt with COVID-19 the UK had not picked up quickly enough on what was happening elsewhere and was therefore slow, inconsistent and lacked clarity in many areas. Post-Brexit she felt the UK abandoning duty free would push high net worth travellers to Paris – mot spend Gloria Guevara Manzo President of the World Travel and Tourism Council and former Mexican Tourism Minister was the Tourism Society’s guest on 24 February in our “Big Thinkers in Tourism” programme.
research into the industry, share best practice and act as a think tank and lobbying group. 30% of the membership is European, 30% US, 30% Asia and 10% ROW and whereas previously the membership tended towards the big global groups, there are now more SMEs.
there was still a very long way to go on the levelling up agenda outside the M25 despite the availability of world just go to Rome! Sustainable tourism – needs a 360 degree approach. COVID-19 has accelerated the sustainability agenda e.g., better tech, shorter supply chains but there have also been some negative outcomes – poaching in game parks,
It was a great session packed with opinions and recommendations from someone who has a very tight grasp of her brief. Here are some of the key points that emerged.
illegal fishing, dearth of opportunities for girls and the destruction of habitats due to desperation. Who knew that 30% of the revenue for the Amsterdam public transport system was generated from tourists? We do now. So, a plea to see tourism more as part of a sustainable solution rather than always a problem and a plea for more carrots
Don’t forget the economic and social impacts of tourism.
to encourage good behaviours and less sticks e.g., taxes.
Gloria began with a volley of statistics to demonstrate why if many governments including the UK have hitherto taken tourism for granted in the post COVID-19 world that will have to change. 330million or 1 in 10 jobs worldwide, up to 40% of GDP for some countries (UK9%). However, throughout her talk Gloria was at pains to stress that we should not just stress the economic impacts of tourism but increasingly the social impact – reducing poverty, improving education, opportunities for female employment and more emotional things such as –
something she was keen to see happen in places like Saudi Arabia who have a target of 1 million jobs in tourism by 2030 and who are working with WTTC to improve their tourism offer.
punitive air duties would hamper the UK. She also felt that
class product – no one would dream of visiting Italy and
The WTTC was created 30 years ago to conduct global
providing happiness and improving mental health
it at the point of arrival and departure – and that other
G7 - a four point ask. With the UK’s presidency of the G7, Gloria felt that there was a role for the UK and an opportunity for a global four point “ask”: 1.Better international coordination and more “bridge building
than
bridge
burning!”
A
framework
for
international mobility with clear rules 2.A focus on the individual and their risk rather that the cold-shouldering of entire countries and the deployment of relevant technologies to test individuals. 3.The reinforcement of protocols e.g., the wearing of masks. 4.Support for the sector … because as some governments have now discovered it is actually pretty important!
MARCH 2021, ISSUE 13
FROM A COMMUNITY PARK
of the UNESCO Slave Route Project. The Conservancy
TO A UNESCO WORLD
to the local community in its facilities, which have largely
provides educational, recreational and cultural programs moved to digital platforms during the pandemic.
HERITAGE SITE. IS BLACK
Mr. Manning highlighted the recent Say Their Names
HISTORY STORYTELLING
exhibition at the Park, which honoured over 200 black
FINALLY BEING
police brutality. The memorial shines a light on a systemic
LIBERATED?
move the country forward.
By Shaon Talukder CTS and Alp Gursoy
During the lively Q&A, Mr. Manning outlined strategic
victims whose lives were lost due to racial injustice and problem, while trying to bring people together and help
partnerships with the City of Houston and Visit Houston, who promote the Park as an international destination to a global community, with storytelling at the core of its digital and social media programs, including a self-guided audio tour hosted by Geotourist which has gained more relevance during the pandemic in terms of both delivering the experience virtually, and guiding visitors while socialdistancing. On how the audience in the UK could learn from their experience, he said that the biggest lesson was to always invest in all communities citing years of disinvestment in their own. Now recognised by the city as an asset, the Park plays an integral role in the community drawing In a Tourism Society first, Board Member, Shaon Talukder chaired a live link-up event between UK and USA, hosting Ramon
Manning,
Chairman
of
Emancipation
Park
Conservancy, Houston, Texas for a fascinating discussion titled, “The Journey from a Community Gathering Place to an International Destination.”
a case study to help destinations tell the stories of their diverse populations as a way to connect with visitors. The Black Lives Matter protests in 2020 had a significant impact beyond the U.S., challenging many countries, including the UK, to confront their past with regards to slavery, and racial/social injustice. A direct impact of this movement is many destinations are exploring how to tell the stories of black and other minority populations.
1872,
four
former
enslaved
African
Americans, pulled together $800 to purchase the original 10 acres, as a place to commemorate the anniversary of their
emancipation
on
June
the primary recovery strategy but must also demonstrate their sustainable, social value to those communities first, before a broader opening-up.
19th,
now
discussion and closed with the need for organisations to reflect community diversity in their decision-making ranks with
representation
across
race,
gender,
and
socioeconomic backgrounds and extended an extremely tempting invite for The Tourism Society to visit Houston next
year
to
celebrate
the
150th
Anniversary
of
Emancipation together with Texas-style barbeque at the Park. In many parts of the world, the story of emancipation is
Mr. Manning opened by sharing the history of the Park. in
shifted the “tourism” focus back to local communities as
Mr. Manning and his team were thanked for the inspiring
Mr. Manning presented the story of Emancipation Park as
Established
visitors in and driving revenue. The pandemic has sharply
known
as
Juneteenth. The park is the oldest public park in the city of Houston, designated a Protected Landmark, and part
still being written, and so we are grateful that advocates like Emancipation Park Conservancy, allow us and others to connect with them where they are. Increasingly, visitors wish to experience places & culture more authentically, and organisations like these provide the forum to plug straight into the community in a way that directly supports their needs. Surely, this is the heart of responsible tourism?
MARCH 2021, ISSUE 13
THE RELENTLESS PURSUIT
• Sykes employs a dedicated in-house team to review
OF HAPPINESS - GRAHAM
decide ways to put it right or eliminate it and a similar
DONOGHUE CEO OF SYKES
search
COTTAGES
less and totally seamless.
By Katrina Kerr MTS
38% of bookings involve a dog.
It takes a lot of people, tech and ingenuity to sell “happiness”. Graham Donoghue is the softly-spoken but determined and clear thinking CEO of Sykes Cottages and, as part of our Big Thinkers in Tourism series, he lifted the lid on the forensic attention to detail and data that has made Sykes Cottages so successful. Graham markets 20k properties and every year welcomes 2m renters for both main holidays and what he calls short break “snacking”. His 10 year plan is to have a billion pound company – he is already well on the way. Founded by Clive Sykes and his mother on their farmhouse table, the Chester-based company now employs around 850 people, 170 of whom are techies dedicated to perfecting every aspect of the customer experience to ensure that every owner and renter is completely satisfied with the brand experience. Sykes uses the Net promoter Score (the number of people who would strongly recommend the product minus the number of people who strongly wouldn’t) to monitor customer satisfaction or “happiness” as they prefer to call it and they manage to achieve and maintain exceptional levels of happiness for both bookers and owners. Having got this far they have no intention of letting anything slide so they continually evolve their processes and products to ensure that nothing impedes the customer on their journey to happiness. Some examples: • Sykes asks all owners to create bespoke content for their property and they use a system called “what three words?” to help people find a property more easily that the tradition sat nav or Google maps. • Sykes offer bookers an app with exclusive local content from fool proof directions to how to pre-order local food and drink and make reservations. •After their first night in a property the customer is asked” how did you sleep?” to see if there are any problems and, if there are, Sykes intervene to address them, so the rest of the holiday goes smoothly.
everything that detracts from a positive experience and to project team constantly reviewing how people are using and
what
are
the
absolute
key
pieces
of
information they need to progress a booking – no more no • Sykes offers a wide range of dog-friendly properties •
Sykes
is
working
to
help
owners
introduce
the
measurable green quality standards that more and more bookers are looking for. Maintain exacting standards maintains happiness. Whilst Graham describes Sykes as “a tech company disguised as a holiday company” and admits that every element of the business is measured, calibrated and optimised to within an inch of its life, he acknowledges that some areas are more subjective, especially cleanliness and maintenance. This has led to Sykes offering a wide range of services to owners from building work to laundry even a spa and recommendations on where to invest next. Plus, owners who ultimately don’t come up to scratch are shown the door – 3% per year – if they fail to work with the company’s property improvement or property action teams. And talking of owners, Graham knows that Sykes is less attractive than Airbnb which works well for the buy-to-let portfolio owners – although he did mention that creeping commissions are beginning to eradicate some of Airbnb’s advantages. Graham he is happy that Sykes serves a highly diverse group of owners, many of whom see their cottage as their second home and want to work with a company that can provide a high level of service and appreciate how important an asset it is for the owner. His owners also appreciate working with a company who can advise them on anything from mortgages, investment locations and even what to build in their vacant field. Happy days ahead too Looking ahead in 2021 and beyond (some key properties already booked in 2023), Graham is revising his forecasts upwards and continuously on the hunt for acquisitions, especially in Scotland where demand massively outstrips supply. £10m has been set aside to invest in people and to bring in new capability. Voice search is a new imperative. On the day that the government announced the road map, he took a booking every 7 seconds and, as he was talking to us, over 95k people has already visited his website that morning. Although he is sanguine that people might suddenly rush for the sun if they can, he believes there is still enough demand to deliver his new targets.
MARCH 2021, ISSUE 13
ANNUAL REVIEW - KENT
showcase the county to spectators both in the ground and
By Deirdre Wells OBE, CTS
with partners across the county to deliver a strong
After months of uncertainty, and the most challenging year that our industry has faced, the Government’s announcement of the Roadmap out of Lockdown has finally given our sector the clarity we needed to plan our recovery.
Whilst we may not be able to open quite as
early as we would have wanted, nor got everything on our Budget wish-list, the way is clear for us to welcome back our visitors and to capitalise on the pent-up demand for Kent’s amazing tourism offer.
watching around the world.
We look forward to working
message that Kent is back! Open for Business, Open for Tourism and Open for Investment. Our role as a major cultural destination will also once again be in the spotlight. As lead partner for England’s Creative Coast we are delighted to be working with colleagues at the Turner Contemporary and across the South East on a series of cultural commissions which will be unveiled in April, providing an amazing opportunity to build on the phenomenal legacy of our hosting of the Turner prize.
The Estuary Festival and Folkestone
Triennial will see us welcome audiences from far and wide, firmly establishing Kent as one of the country’s leading cultural destinations.
And we look forward to
building on this impressive cultural offer through our support for Medway’s bid to be City of Culture 2025. Throughout all of this exciting activity, we will continue to support our businesses, helping them to access support, to develop new products and take them to market. The pandemic has highlighted the hugely important role which Destination Management Organisations play in not only marketing their destinations, but ensuring sustainable recovery and growth through high quality business Over the coming months, our focus will be to support our businesses in rebuilding consumer confidence and driving footfall.
As one of the county’s biggest employers and
the life and soul of our high streets, we know how vital it is for both communities and tourists alike to get Kent’s visitor economy back up and running as soon as possible. We are delighted therefore to be working with partners across the county and the wider South East region on a
support, market intelligence, product development and partnership. This has been an extraordinarily challenging year for our sector. But the resilience, innovation and determination of our partners has been truly inspirational. The pandemic has reminded us all of what’s important – friends, family, community.
Our industry is the heart and soul of our
series of exciting projects to support recovery.
communities and we have been sorely missed.
Our highly successful “Big Weekend” will be back – bigger
but thanks to the incredible partnerships across the
than ever – giving families across the county and the South-East the opportunity to rediscover our fantastic attractions.
As part of Visit England’s “Escape the
Everyday” strategy, we will deliver a national campaign focused on the amazing food, drink and landscape of our stunning Garden of England. And our ongoing partnership with the Interreg Experience programme means that we can support over 150 Kent businesses to develop new and exciting experiences to tempt our visitors when they are ready to return. We are thrilled that Kent will be host to one of the first major events to return following the pandemic. The 149th Open Golf Tournament gives us a real opportunity to
No
industry has been more affected by this terrible pandemic, industry, together we can build a vibrant, sustainable and resilient industry for the future.
MARCH 2021, ISSUE 13
HOTELS SECTOR UPDATE
the “average room rate” is the factor which, together with
By Martin Evans FTS, TCN
the expected staycation boom, 2021 is forecast to be a
occupancy, determines a hotel’s bedroom revenue. With seller’s market. Already some hotels in the south west are
Like so many sectors, the last year has seen the UK hotels
reporting summer holiday room rates of double those they
sector grapple with Covid safety protocols and the rapid
achieved in 2019!
pace of technological change just at a time when overall demand has fluctuated from month to month like never
The third P of marketing is “Place” (ie. distribution). Here,
before, and key market segments that many of the UK’s
after years of losing ground to online travel agents like
larger
Booking.com and Expedia, 2020 actually saw hotels
hotels
traditionally
relied
on
have
all
but
disappeared.
gaining market share in the form of direct bookings, due mainly to customers feeling the need to connect directly with hotels in order to satisfy themselves regarding covid safety protocols and flexibility of booking. The
fourth
and
final
P
of
marketing
was
always
“Promotion”. These days, hoteliers need to keep up with the latest changes in digital marketing (with Google introducing free hotel booking links and TripAdvisor launching a new both in the last six weeks) whilst also not forgetting the key principles of marketing.
It sounds
simple, but when it dawns on hoteliers that an e-mailshot This year is expected to be a major “year of staycation” with business travel and inbound tourism uncertain and domestic tourism suppliers like hotels, B&Bs, cottages and holiday parks expected to have record demand, especially in the popular coastal and rural locations. However, are there going to be enough staycation tourists to go around? Well, according to VisitBrtiain, in any normal year the number of hotel room nights from inbound tourists to the UK actually exceeds the number from domestic tourists. It’s
not
too
much
of
a
mind-stretch
therefore
to
demonstrate that if the UK hotels sector is to hit 2019 monthly occupancy levels in the second half of 2021, but international travel has not resumed, then staycation tourism
must
double!
Not
impossible,
but
highly
improbable. It might be giving in to nostalgia for the original definition of marketing but let’s turn to the “four Ps” for an analysis of some of the big issues the hotel sector is facing this year. The first P of marketing is “Product”. Here, diversification is the name of the game, with hotels up and down the land adding self-catering units if they have the space. From outbuildings to gatehouses and shepherds’ huts to yurts, there have never been as many new additions to the existing hotel product as there are this year. The second P of marketing is “Price”. Otherwise known in hotel circles as the dark arts of “revenue management”,
open rate of 25% actually means an “unopen rate” of 75%, then they need to go back to basics and possibly direct mail if they actually want to communicate with the vast majority of their past guests! Connecting all four Ps of hotel marketing is the concept of “TREVPAR”, or total revenue per available room.
With
weddings,
other
conferences,
business
travel
and
segments expected to remain in the doldrums for much of 2021, the holy grail for hoteliers will be the opportunity to add to achieved rates by converting ancillary sales. That’s why we’re seeing operators introduce pod-dining to create extra restaurant covers, and sell ancillaries such as tours and excursions, and even hampers and fine wines, through their own website. Martin Evans FTS is Managing Partner of The Tourism Business and organiser of the annual National Hotel Marketing Conference.
He can be reached on 07702
912938 and at martin@thetourismbusiness.com
MARCH 2021, ISSUE 13
IS THE TERM STAYCATION ANALYTICALLY USEFUL? By Michael Hitchcock MTS, TCN The term ‘staycation’ came into popular use in the early 2000s, but it may be considered to be slightly problematic as it seems to have acquired a variety of meanings. Is it a kind of holiday in which one stays at home taking leisure trips to destinations without staying overnight or is it a synonym for ‘domestic tourism’ in which you holiday in the country
where
you
live?
Might
the
term
even
be
considered to have pejorative undertones in the sense because you don’t have the money or time to finance a ‘proper’ holiday? The lockdowns and travel restrictions that have come into being during the current pandemic may make us want to interrogate the usage of the term ‘staycation’ and it is possible that we might find it of limited analytical value for the following reasons. First, let’s consider the case of China where domestic tourism in the time of Covid 19 has helped to plug an economic gap with holidays rising to near 2019 levels, which, according to some sources, is by as much as 90%. Given its resilience and economic importance the Chinese so-called ‘staycation’ can hardly be regarded as second best and the term domestic tourism might be considered to be an alternative and more appropriate designation as it
the revival of certain UK seaside destinations regardless of the pandemic. In particular, it is useful to consider the case of Bognor Regis which is the continual butt of jokes,
suggests that what people are taking are real vacations.
not least in the BBC’s comedy series ‘Don’t Forget the
Second, let’s consider the UK lockdown where staycations
looks woefully out of date when one considers the revival
in the sense of visiting destinations from a home base where discouraged with increasing police enforcement. Even the so-called UK ‘staycation’ that is widely thought to experience an increase once the restrictions are lifted may be equally misleading and here it is helpful to look at
Driver’ co-written by Tom Crouch and Toby Jones, which and huge success of Butlins under the leadership of Jeremy Pardey. It is not unusual for this author to hear sneering references to Butlins and staycations in London by academics conducting research on tourism without them being in the slightest bit aware of Pardey’s claim that the resort is hosting 300,000 visitors a year and delivering exceptional holiday experiences. In short what Butlins
is
delivering
are
rewarding
and
interesting
vacations in the fullest sense that makes us want treat the term staycation with a certain amount of caution. After all, if the Chinese figures are to be believed, and there does not seem to be a good reason to doubt them, then domestic tourism should be seen as a valuable resource and perhaps one that might assume even more importance in the post-pandemic era.
MARCH 2021, ISSUE 13
FROM LOCKDOWN TO
strategy for the the next 3 to 4 weeks – in the pre-covid
MELTDOWN AND BACK
but going back to the mantra - its all about the data not
AGAIN
working for me. The covid landscape is all about churn
By Howard Willey FTS
on the assumption the next 12 months will be a bit up
world that would seem a ridiculously short period of time the dates a series of short term strategies seems to be and changing boundaries so traditional planning based and down but overall it will even out has for me, gone in
Speaking from a purely personal point of view covid
the bin. Also I ve had to accept there's no VC day (
restrictions have been a financial nightmare. I lost my
victory over covid day ) covid is here to stay and we
vintage lifestyle shop, a seasons rent from a summer
have to live with it – full stop. That means booster
entertainer and I was forced to sell my 3 acre field that I
vaccines every year, regular home testing, mask wearing
had grand camping designs for. It was all very painful
and social distancing is our new routine.
and unexpected. This summer's Olympic games in Japan are a good indicator of a 'Keep safe and carry on' strategy – the games will go ahead with a ban on foreign visitors - of course there will be Japanese spectators at every venue therefore the games will succeed as a global sporting spectacle on TV. What you do about the missing visitor revenue is a topic for further discussion. In conclusion, my approach to the next few years is simple: Retrenchment (military) – Hold onto the things I have and wait for the reserves to arrive!
So what's the solution to all this financial distress and misery? A question I have been asking myself for a whole year along with everyone else on planet Earth. To me and many others I have consulted across many different sectors the Boris road map represents a dim light in the never ending darkness. It takes us all on a journey set out in 5 week milestones: a series of tentative baby steps to reopen our battered and bruised economy. The road map is of course littered with caveats and 'only if 'clauses. As Boris says - its all about data not dates and therein lies a big clue in the Government narrative. Whatever tourism sector we are in: we all need to study the relevant data both nationally and internationally every single day to see which way the wind is blowing. I am sure that's a given for all TS members. I've found tracking all covid related media in mainland Europe very useful in a compare and contrast exercise with our own Government's advice and justifications. Next I assemble my own conclusions from my own research. I then take my conclusions and try to create a