homework

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Future  of  Tourism  

TLEP2150   Dr.  H.  Choo  

Tourism, Leisure, and Event Planning: TLEP2150 BGSU

Learning  Objec@ves  

•  Describe  the  emerging  trends  that  will  affect  a  future   tourism  marke@ng  decisions.  

•  Describe  how  emerging  market  segments  will  affect   the  future  of  the  tourism.   –  Tourism  service  suppliers  

•  Describe  how  technology  will  affect  the  future  of   tourism.  

The  Shape  of  Coming  Tourism  Markets  

•  Increase  in  mass  markets  (“One  size  fits  all.”)  due  to   new  affluence  of  developing  countries  

•  Need  for  specialized  service  offerings  for  niche   segments  to  sa@sfy  the  sophis@cated  travelers  from   industrialized  countries    

•  Demographic  shiTs   –  Increasing  size  of  mature  traveler  segment  due  to  aging  of   Baby  Boomers  (BB)  in  all  industrialized  na@ons  

–  ShiT  in  the  countries  visited  as  homelands:  Away  from   Western  Europe  and  to  Asia  and  Central  and  South   America  and  Eastern  Europe  

Countries  of  origin  for  US  Immigrants  

Popula@on  Projec@ons  2050  

•  Percent of world population with disabilities likely to grow –  According  to  the  Society  for  Accessible  Travel  and   Hospitality,  about  70  %  of  adults  with  disabili@es  travel  at   least  once  a  year.  

–  increasing  size  of  the  mature  traveler  segment,  accessible   travel  will  become  more  and  more  of  an  issue.  

  Avis:  Avis  Access  in  its  top  100  markets   •  A  variety  of  specially  equipped  cars  and  vans  

  Microtel  Inns  and  Suites   •  Opening  Doors  :  Training  program  to  enhance  service  to  those  w/ disabili@es  

Travelers  w/Disabili@es  

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Business,  Professional,  &  Conference  Travel  

•  Conflic@ng  trends  support  increase  and  decrease  in   B,  P,  &  C  travel.  

•  Best  guess  is  that  people  will  s@ll  desire  to  meet  so  B,   P,  &  C  travel  will  increase  even  though  may  have   access  to  many  communica@ons  advances.  

•  The  most  popular  types  of  conferences  in  future  will   not  be  business-­‐related  but  focus  on  personal   lifestyles  and  interests.  

Mee@ng  Future  Tourists’  Needs  I  

•  Microsegmenta-on   –  Making  markets  more  specific    

•  Mass  Customiza-on  =  Personaliza@on   –  Fulfilling  unique  needs  of  individual  buyers  

•  Ritz-­‐Carlton:  Guest  preference  in  hotel  database   –  Hypo-­‐allergenic  pillow,  Complimentary  peanut  bufer   cookies  

•  Internet  tourism  site   –  Travelocity   –  Amazon  

Mee@ng  Future  Tourists’  Needs  II  

•  Database  Marke-ng  (Data  Mining)   –  Travelocity    

•  Transporta-on  Transforma-ons   –  Air  travel  changes   –  Auto  travel  will  s@ll  be  #1,  but  more  efficient   –  More  ferry  traffic   –  High  speed  (maglev)  trains  will  become  more  common  

•  Compe--ve  Coopera-on  &  Consolida-on   –  Greater  brand  recogni@on  and  opera@ng  synergies   –  Alliances  of  airlines:  Strategic  alliance   –  Increase  in  subcontrac@ng  of  many  guest  support  func@ons,  such  as  

food  service,  laundry,  janitorial  

Mee@ng  Future  Tourists’  Needs  III  

•  Travel  agents’  changing  roles   •  Service  enhancement  

–  Amplifying  guests’  experiences   –  Safety  and  Security  strides   –  Keeping  the  human  touch  

•  The  Green  Fron-er   –  Mandatory  recycling,  water,  and  energy  conserva@on  and  use   of  environmentally  friendly  building  products  and  supplies  

Technological  Advances  I  

•  Maximizing  opera@ng  efficiencies   –  Lowering  overhead  (fewer  staff  needed!)   –  Central  Reserva@on  System     –  Hilton:  Self  check-­‐in  system      

•  Amplifying  guest  experiences   –  Hotel  check-­‐in  at  airline  baggage  claim  area  

•  Bag-­‐>  Guest’s  room   –  In-­‐room  mo@on  detectors  

•  Room  ligh@ng,  temperature  control   •  No  more  “  Do  Not  Disturb”  signs    

Technological  Advances  II  

•  Environment  Friendly  (Go  Green!)   –  New  energy  technologies:  Solar,  wind  and  thermal  energy   –  Smart  rooms:  sense  and  adjust  climate  condi@ons   –  Green  hotels:  recycled  materials      

•  Transporta@on  Transforma@ons   –  Superjumbo  jet  (A380/555  seats),    Jet  train      

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•  Green   hotels  

Technological  Advances  III  

•  The  Internet     –  The  role  of  travel  agents?   –  Tourist  informa@on  search  behaviors   –  Informa@on  sources?    

•  Electronic  Word-­‐of-­‐Mouth  (eWOM)   •  Consumer  generated  Medium(CGM)  

–  Virtual  Experiences      

•  Can  we  keep  a  human  touch??  

Emerging  Tourism  Market  1   •  Adventure  Tourism  

–  Trip  or  travel  with  the  specific  purpose  of  ac@vity   par@cipa@on  to  explore  a  new  experience,  oTen  involving   perceived  risk  or  controlled  danger  associated  with  personal   challenges,  in  a  natural  environment  or  exo@c  outdoor   serng      

–  Focuses  on  experiencing,  not  sightseeing   –  Hiking,  camping,  sailing,  skiing,  etc.  

•  Extreme  Tourism   –  Above  average  challenge  and  risk   –  Rock  climbing,  sky  diving,  etc.  

 

Emerging  Tourism  Market  2  

•  Medical  tourism:  People  traveling  across  borders  for   healthcare  needs  and  vaca@on  (Connell,  2008).   –  Annual  revenues  in  2004  was  $40  billion  and  will  increase   to  $  100  billion  (Globally)  by  2012.  

–  Major  medical-­‐tourist  des@na@ons  in  Asia:  Thailand,   Singapore,  India,  Malaysia,  Taiwan,  and  S.  Korea  

–  Major  market:  Europe  +  North  America   •  Long  wai@ng  in  UK   •  Insurance  unaffordable  leading  to  semi  insured  or  uninsured   popula@ons  in  the  US  

•  Private  hospitals  are  very  expensive.   •  For  senior  ci@zen  markets:  A  significant  amount  of  money  will  be  cut  from  

Medicare  and  medical  tourism  can  fulfill  this  needs.    

Surveys  about  medical  tourism  by  US  Pa@ent     (Medical  Tourism  Associa@on,  2009  &  2010)  

•  70%  of  respondents  rated  the  quality  of  medical  services  as  excellent.     •  63%  of  respondents  felt  that  their  overall  medical  experience  was  befer  than  

it  would  have  been  in  the  USA   •  71%  of  respondents  said  that  language  barriers,  or  communica@on  problems,  

were  not  encountered.     •  93%  of  the  respondents  felt  safe  overseas.     •  86%  of  respondents  said  that  they  would  travel  again  overseas  for  medical  

care.     •  93%  of  respondents  said  that  they  would  recommend  others  to  travel  overseas  

for  medical  care.     •  58%  of  respondents  did  not  have  health  insurance  when  they  travelled  

overseas,  while  42%  did.     •  81%  of  respondents  answered  that  hospital  accredita@on  played  a  role  in  their  

choice  

•  Voca@on  and  Real  Estate  Tourism   –  Seeking  to  combine  pleasure  with  accomplishment   –  Travelers  take  @me  to  experiences  possible  new  careers   (e.g.,  mini-­‐internship)  

–  Travelers  take  @me  to  gain  in-­‐depth  knowledge  and   perspec@ves  about  the  are  from  scheduled  mee@ngs  with   local  experts  while  searching  out  poten@al  investment   opportuni@es.    

•  Educa@onal  Tourism     •  Volunteer  Tourism   •  Space  Travel  

–  Someday  in  the  not  too  distant  future  

Emerging  Tourism  Market  3  

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Global  security  and  safety  

•  Crisis  and  threat     –  9/11   –  Bali  bombing   –  2004  tsunami   –  Katrina,  New  Orleans  (2005)    

•  WTTC  (World  Travel  and   Tourism  Council)   –  Travel  and  Tourism  Security  Ac@on   Plan  (2003)