24.04.2017 Views

ITB Berlin News Preview Edition

You also want an ePaper? Increase the reach of your titles

YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.

<strong>ITB</strong> <strong>Berlin</strong><br />

<strong>News</strong><br />

Your Official Information Source at <strong>ITB</strong> <strong>Berlin</strong><br />

FRIDAY<br />

28 th FEBRUARY<br />

2014<br />

PREVIEW<br />

EDITION<br />

EXCLUSIVE INTERVIEW REGIONAL SPOTLIGHT: OCEANIA SPECIAL FEATURE: EDUCATION<br />

TRADE TALK<br />

Pr. Dr Roland Conrady<br />

Scientific Director of the <strong>ITB</strong><br />

<strong>Berlin</strong> Convention<br />

“…the convention addresses<br />

the most important issues in<br />

the global tourism industry<br />

and presents solutions and<br />

best practice examples…”<br />

Read page 15<br />

Michel Monvoisin<br />

President Tourism Board of<br />

Tahiti<br />

“Our new and highly<br />

appreciated Travel<br />

Planer will come out<br />

in April”<br />

Read page 24<br />

André Witschi<br />

President of the Board of<br />

Governors, Ecole hôtelière de<br />

Lausanne (EHL)<br />

“What is needed is an<br />

excellent balance between<br />

vocational training and<br />

academic education”<br />

Read page 25<br />

Arlett Walleck<br />

Senior Product Manager,<br />

Thomas Cook Selection<br />

“One challenge is always<br />

finding ‘off the beaten<br />

track’ destinations”<br />

Read page 13<br />

Hall 22B<br />

Stand<br />

210<br />

Hall 1.1 / 204<br />

Hall 3.1 / 104<br />

Hall 4.1 / 206<br />

Rolling Out the Red Carpet<br />

<strong>ITB</strong> <strong>Berlin</strong> 2014 bends over backwards to facilitate business<br />

for top level buyers<br />

Hall 18<br />

Stand<br />

125<br />

Hall 9<br />

Stand<br />

123<br />

at<br />

UNWTO is once again<br />

undertaking a number of events<br />

and activities at <strong>ITB</strong> <strong>Berlin</strong> 2014.<br />

Don’t miss!<br />

Launch of<br />

UNWTO/UNODC/UNESCO<br />

Anti-Trafficking Campaign<br />

Wed 5, 14.00 – 15.00, 7.1,<br />

Auditorium New York 1<br />

Presentation of<br />

UNWTO Prototype Madrid<br />

Precious Time<br />

Wed 5, 16.45 - 17.30, 4.2/ 101<br />

(Turespaña) “Presentations room”<br />

3rd Silk Road<br />

Tour Operators’ Forum<br />

Thu 6, 11.00-13.00, Palais West<br />

UNWTO Press Conference<br />

Thu 6 March, 11.00-12.00, ICC, Hall 4/5<br />

DESTINATION SPOTLIGHT:<br />

OCEANIA<br />

With over 110,000 trade visitors and<br />

11,000 represented companies from 180<br />

countries, <strong>ITB</strong> <strong>Berlin</strong> is again expected to<br />

generate over 6 billion Euros in business<br />

in 2014. A special selected elite of just<br />

700 leading buyers will receive a silver<br />

service welcome – as they alone generate<br />

a turnover of 1.8 billion Euros. By<br />

creating the <strong>ITB</strong> Buyers Circle lounge, the<br />

organisers offer leading decision-makers<br />

from the international tourism industry<br />

a suitable environment, concentrating<br />

valuable resources and significantly<br />

reducing their workload – increasingly<br />

important in these stressful times.<br />

The first days of the show (the B2B days)<br />

allow you to conduct business, network<br />

with important decision-makers and<br />

exchange information on the latest<br />

trends and developments in international<br />

tourism. According to the CEO of Messe<br />

<strong>Berlin</strong> GmbH Dr Christian Göke, “During<br />

this period reserved for trade visitors, <strong>ITB</strong><br />

<strong>Berlin</strong> is able to satisfy the needs and high<br />

demands of tourism professionals from<br />

around the world.”<br />

See interview page 3<br />

Dr Christian Göke<br />

CEO Messe <strong>Berlin</strong> GmbH<br />

World Tourism Network<br />

on Child Protection<br />

Fr 7 March, 10.30-13.00, ICC, Hall 7<br />

Visit the<br />

UNWTO stand<br />

Hall 20/127<br />

Follow @UNWTO<br />

Contact comm@unwto.org<br />

According to IPK International,<br />

Australasia alone welcomes<br />

around 9 million foreign visitors<br />

each year, accounting for<br />

100-million inbound nights in<br />

the region. Outlook for travel to<br />

Australasia Pacific is very good,<br />

as global travel growth drives<br />

outbound markets like China<br />

and South East Asia, located<br />

nearby. Today, we spotlight this<br />

dynamic and beautiful region!<br />

From page 19<br />

Victoria - The south-eastern state<br />

in Australia offers an amazing<br />

virgin coastline


NEWS<br />

3<br />

HOW TO<br />

GET THE<br />

MOST<br />

FROM <strong>ITB</strong><br />

BERLIN<br />

A View from the Top<br />

Messe <strong>Berlin</strong> CEO Dr Christian Göke – on <strong>ITB</strong> <strong>Berlin</strong> 2014<br />

For Dr Christian Göke, promoted last year from<br />

the role of Chief Operating Officer to Chief<br />

Executive Officer, this will be his first <strong>ITB</strong> <strong>Berlin</strong> in<br />

this capacity. We asked him what this changes…<br />

© Messe <strong>Berlin</strong><br />

The best way to make<br />

the most of a visit to<br />

<strong>ITB</strong> <strong>Berlin</strong> is through<br />

good preparation. I<br />

recommend the <strong>ITB</strong><br />

Virtual Market Place. It is<br />

a comprehensive online<br />

catalogue and networking<br />

tool available to both<br />

exhibitors and interested<br />

members of the public.<br />

By clicking on www.<br />

virtualmarket.itb-berlin.<br />

de Internet users can find<br />

out about products and<br />

services from any exhibitor<br />

and can contact them<br />

directly for appointments.<br />

A virtual Route Planner<br />

lets you organise your own<br />

personal tour of the trade<br />

fair online. All company<br />

profiles and exhibitors’<br />

products can be viewed<br />

here.<br />

Exhibitors and visitors<br />

should also download the<br />

’<strong>ITB</strong> Mobile Guide’ app<br />

to their mobile phone,<br />

which makes it easier<br />

to find one’s way around<br />

the grounds. They should<br />

also take part in evening<br />

receptions, events at the<br />

convention and make<br />

use of other networking<br />

opportunities. No other<br />

place lets you meet the<br />

whole world in one place<br />

in a single day. And finally:<br />

Do not miss the <strong>ITB</strong> <strong>Berlin</strong><br />

Convention. It features<br />

discussions on the latest<br />

tourism issues and topical<br />

themes, confirming once<br />

again its role as the global<br />

travel industry’s leading<br />

think tank.<br />

There are few activities<br />

that combine such a level<br />

of diversity and such an<br />

international appeal as<br />

organising this, The World’s<br />

Leading Travel Trade<br />

Show. For that reason I<br />

have always given my full<br />

support to strengthening the<br />

strategic competitiveness<br />

of this event. And because<br />

our business is a people’s<br />

business, over the years I<br />

have cultivated excellent<br />

relations with members of<br />

this industry. In my new<br />

position, I have an even<br />

greater freedom to influence<br />

future developments and I<br />

can now put my contacts<br />

and experience to even<br />

greater use.<br />

Why has <strong>ITB</strong> <strong>Berlin</strong><br />

developed into the world’s<br />

most successful travel and<br />

tourism trade event? What<br />

sets it apart?<br />

At <strong>ITB</strong> <strong>Berlin</strong> anyone<br />

with a lust for travel can<br />

experience the whole world<br />

in a single place. As far back<br />

as 1968 the second edition<br />

of <strong>ITB</strong> <strong>Berlin</strong> offered visitors<br />

a “top-notch travel agency“<br />

with information on the<br />

latest holiday destinations,<br />

travel arrangements and<br />

transport links. Since then<br />

three elements have shaped<br />

the concept of <strong>ITB</strong> <strong>Berlin</strong>: a<br />

specialist exhibition for the<br />

travel industry, a convention<br />

that gives trade visitors an<br />

overview of the industry’s<br />

main trends, and a shop<br />

window for the general<br />

public.<br />

Dividing up the show into<br />

days for trade visitors<br />

and the general public<br />

has proved to be highly<br />

effective. The advantage for<br />

exhibitors and trade visitors<br />

is that during the B2B days<br />

they can devote themselves<br />

fully to conducting<br />

business, networking<br />

with important decisionmakers<br />

and exchanging<br />

information on the latest<br />

trends and developments<br />

in international tourism.<br />

During this period reserved<br />

for trade visitors <strong>ITB</strong> <strong>Berlin</strong><br />

is able to satisfy the needs<br />

and high demands of<br />

tourism professionals from<br />

around the world.<br />

Eleven years ago, the <strong>ITB</strong><br />

<strong>Berlin</strong> Convention was<br />

set up, which has long<br />

since established itself<br />

as the world’s largest<br />

tourism convention with<br />

21.000 participants and is<br />

recognised as the leading<br />

think tank of the global<br />

travel industry.<br />

Today, <strong>ITB</strong> <strong>Berlin</strong> is truly the<br />

world’s leading travel trade<br />

show. All sectors of the<br />

leisure and corporate travel<br />

market are represented.<br />

The volume of business<br />

negotiated and concluded<br />

at the show is in the order<br />

of six billion Euros, which<br />

is impressive proof that<br />

<strong>ITB</strong> <strong>Berlin</strong> gives exhibitors’<br />

business a long-term<br />

boost. In addition, <strong>ITB</strong><br />

<strong>Berlin</strong> offers an ideal fixed<br />

costs ratio compared to the<br />

volume of business initiated<br />

measured against the<br />

number of buyers (cost per<br />

contact), ideal services and<br />

infrastructure.<br />

Dr Christian Göke<br />

CEO Messe <strong>Berlin</strong> GmbH<br />

THE VOLUME OF<br />

BUSINESS<br />

NEGOTIATED AND<br />

CONCLUDED AT THE<br />

SHOW IS IN THE ORDER OF<br />

SIX BILLION EUROS,<br />

WHICH IS IMPRESSIVE<br />

PROOF THAT <strong>ITB</strong> BERLIN<br />

GIVES EXHIBITORS’<br />

BUSINESS A LONG-TERM<br />

BOOST.<br />

<strong>ITB</strong> BERLIN NEWS is a CLEVERDIS Publication. 65 avenue Jules Cantini - Tour Méditerranée – 13006 Marseille, France • Tel: + 33 442 77 46 00 • Fax: + 33 442 77 46 01 • SARL capitalised at e128,250• VAT FR 95413604471 • RCS Marseille 413 604 471<br />

• info@cleverdis.com • www.cleverdis.com. During <strong>ITB</strong> <strong>Berlin</strong>: Press Center – Hall 6.3 – Room 403 • Tel: +49 (0)30 3038 81210 • info@itb-berlin-news.com • www.itb-berlin-news.com<br />

• Publisher: Gérard Lefebvre • Managing Director: Jean-François Pieri • Publishing Director: Jean-Guy Bienfait • Project Manager: Sophie Layer • Editor-in-Chief: Richard Barnes • Editorial team: Editorial team: Calypso Barnes, Luc Citrinot, Neil Cole, Julia Hanne,<br />

Bob Snyder • Art Director: Hélène Beunat • Webmaster: Benjamin Ras • With the participation of: Bettina Badon, Kristina Braun, Mario Kapp, Marjorie Sanch, Monia Tazamoucht >>>>To contact them : first name.last name@itb-berlin-news.com<br />

• Cover: © Messe <strong>Berlin</strong> © CLEVERDIS 2014 - Registration of Copyright February 2014 Information presented in this publication is purely indicative in order to illustrate subjects contained therein. No guarantee can be given as to the accuracy of data or content at time of printing and thus the latter should not be used for professional or<br />

commercial ends. While all efforts have been made as to accuracy and pertinence of content and data contained in this publication, CLEVERDIS may in no case be held responsible for the consequences, whatever their nature may be, that may result from the interpretation of this data or content, or any eventual errors therein.<br />

Any reproduction of the content of this publication, even partial, by any means whatsoever, is strictly prohibited without the prior autorisation of the publisher. Any copy, whether by photography, photography film, magnetic tape, disc or other means constitutes a forgery, liable to punishment under French law according to the legislation of 11 th<br />

March 1957 covering copyright. All brands cited in this publication are registered trade marks and/or belong to companies which are their respective proprietors. The publishers and editorial staff decline all responsibility as to opinions formulated in this publication by those interviewed or cited therein. Their opinions are entirely their own, and are<br />

included with the understanding that they contain, to our knowledge, no malicious intent. The inclusion of all texts, photographs and other documents supplied by those included in this publication imply the acceptance by their authors of their free publication therein. Documents and photographs will not be returned. It should be understood that<br />

this publication contains forward-looking statements that involve risks, uncertainties and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements. Risks, uncertainties and assumptions include assumptions relating to the timing of the recorded date. If any of these risks<br />

or uncertainties materialises or any of these assumptions proves incorrect, actual results could differ materially from the expectations outlined in these statements. Cleverdis assumes no obligation and does not intend to update these forward-looking statements during the period of publication. Photo Credits and Copyright: All Rights Reserved.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


NEWS<br />

5<br />

<strong>ITB</strong> <strong>Berlin</strong> – a Reliable<br />

Economic Indicator<br />

The world’s premier travel and tourism trade<br />

event unites supply and demand from around<br />

the globe<br />

<strong>ITB</strong> <strong>Berlin</strong> continues<br />

on its ascension as the<br />

world’s largest and most<br />

comprehensive travel<br />

and tourism trade show.<br />

But what are the key<br />

trends this year? We<br />

put the question to <strong>ITB</strong><br />

<strong>Berlin</strong> Vice-President Dr<br />

Martin Buck…<br />

Jürgen Büchy<br />

President, German Travel Association (DRV)<br />

New Record<br />

for German<br />

Travel Industry<br />

Package tours to medium-haul<br />

destinations have seen the biggest<br />

hikes in sales in Germany in the past<br />

year, according to the German Travel<br />

Association (DRV).<br />

According to DRV president Jürgen Büchy, in<br />

2013, the German industry’s turnover rose to<br />

a new record of an estimated 25.2bn Euros<br />

(previous year 24.4bn) and the number of<br />

holidaymakers relying on a tour operator<br />

remained stable on a high level at about 40<br />

million. Offerings in the high-end segment<br />

were particularly in demand as customers<br />

develop stronger quality awareness. With<br />

positive forecasts from organisations such<br />

as GfK, the DRV is expecting further market<br />

growth also for the business year 2013/2014.<br />

Package tours to medium-haul destinations<br />

recorded the most distinct increases in sales<br />

revenues with 3.5 to 4 percent, along with<br />

flights to long-haul destinations with 4 to 5<br />

percent. In terms of favourite destinations,<br />

Spain is still holding the top position,<br />

especially in the summer months, followed by<br />

the countries around the Mediterranean, such<br />

as Turkey and Greece.<br />

Fuller details of the DRV’s findings can be found<br />

on www.itb-berlin-news.com (news section).<br />

Compared with last year, the<br />

number of bookings at <strong>ITB</strong><br />

<strong>Berlin</strong> 2014 has remained<br />

consistently high. The majority<br />

of the halls are already<br />

booked up and there are now<br />

waiting lists. One noticeable<br />

trend is that exhibitors are<br />

booking larger stands. This<br />

demonstrates that the world’s<br />

largest travel trade show is a<br />

reliable economic indicator<br />

which accurately mirrors the<br />

industry’s developments. This<br />

year it will once again unite<br />

supply and demand from<br />

around the world and send<br />

out an important message<br />

for the future. The <strong>ITB</strong> <strong>Berlin</strong><br />

Convention’s agenda features<br />

up-to-the-minute and<br />

forward-looking themes and<br />

leading experts will be taking<br />

part in the debate.<br />

You have announced a new<br />

<strong>ITB</strong> summit on omni-channel<br />

marketing on the eve of<br />

<strong>ITB</strong> <strong>Berlin</strong> 2014. Could you<br />

please tell us more about<br />

this?<br />

In future, travel companies will<br />

have to place a greater focus<br />

on their customers and tailor<br />

their marketing activities to<br />

their needs. Today, the path<br />

a customer takes before<br />

ultimately booking a trip is no<br />

longer difficult to understand.<br />

Big data offers a wealth<br />

of information, helping to<br />

better understand customer<br />

behaviour. This helps to<br />

significantly improve the<br />

dialogue with the customer<br />

and enables the travel<br />

industry to tailor its products<br />

ONE<br />

NOTICEABLE<br />

TREND<br />

IS THAT<br />

EXHIBITORS<br />

ARE<br />

BOOKING<br />

LARGER<br />

STANDS<br />

accordingly, which in the<br />

medium term can potentially<br />

boost sales.<br />

At the same time tourism<br />

marketing methods are<br />

changing. Digital omnichannel<br />

marketing has<br />

combined the various<br />

methods of addressing the<br />

customer to a greater degree<br />

than the previous model of<br />

Dr Martin Buck<br />

Vice-President, <strong>ITB</strong> <strong>Berlin</strong><br />

multi-channel marketing. For<br />

the tourism industry, rapidly<br />

developing omni-channel<br />

marketing instruments such<br />

as real-time advertising and<br />

user centric marketing are<br />

becoming more and more<br />

important.<br />

Therefore, <strong>ITB</strong> <strong>Berlin</strong> will<br />

kick off with an event on<br />

the topical subject of omnichannel<br />

marketing featuring<br />

high-ranking participants.<br />

Among those taking part in<br />

the new <strong>ITB</strong> Summit on 4<br />

March 2014 from 2 to 6 p.m.<br />

will be Facebook’s Head of<br />

Travel, Lee McCabe, who<br />

will talk about the prospects<br />

for social media securing<br />

new customers. Rounding<br />

off the programme will be a<br />

thought-provoking discussion<br />

at which members of various<br />

parts of the media will debate<br />

the future of marketing<br />

communications.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


6 NEWS<br />

World’s Leading Travel Trade Show<br />

Affirms its Role as a Driving Force<br />

Record exhibitor demand in 2014 reflects industry optimism – large increase in exhibitor<br />

numbers from Asia, India and Arab countries – Travel Technology booked out<br />

The 48 th edition of <strong>ITB</strong><br />

<strong>Berlin</strong> gets under way<br />

on the 5 th March, and<br />

organisers underline<br />

the fact that the outlook<br />

is exceptionally good<br />

as final touches are<br />

being put on the<br />

stands, and conference<br />

rooms readied for the<br />

frenzy of the <strong>ITB</strong> <strong>Berlin</strong><br />

Convention.<br />

Overall, Messe <strong>Berlin</strong><br />

expects around 10,000<br />

exhibiting companies and<br />

organisations from more<br />

than 180 countries to be<br />

present in the 26 halls on the<br />

<strong>Berlin</strong> Exhibition Grounds.<br />

The focus is on Mexico,<br />

the partner country of <strong>ITB</strong><br />

<strong>Berlin</strong>, which is organising<br />

the opening ceremony of<br />

the show. Furthermore, all<br />

of this country’s regions<br />

will be presenting their<br />

wide range of products and<br />

services to trade visitors<br />

and the general public in<br />

Hall 1.1.<br />

Dr. Martin Buck, vicepresident<br />

of Travel &<br />

Logistics at Messe <strong>Berlin</strong><br />

says the majority of the<br />

halls are booked out –<br />

with waiting lists. There<br />

has been particularly high<br />

demand from countries in<br />

Asia and the Arab world.<br />

As in previous years<br />

Germany’s federal States<br />

are all represented at the<br />

show. Travel Technology<br />

has expanded significantly.<br />

Due to the high number<br />

of bookings (about 30<br />

new exhibitors will be<br />

represented at <strong>ITB</strong> <strong>Berlin</strong><br />

2014) this fast-growing<br />

segment with its focus on<br />

up-to-the-minute topics<br />

will now also occupy Hall<br />

5.1.<br />

EVOLUTION OF<br />

EXHIBITOR SPACE<br />

REFLECTS DYNAMIC<br />

NATURE OF MARKET<br />

India, Asia and the Arab<br />

countries, whose tourism<br />

industries are all booming,<br />

will be represented in<br />

large numbers at <strong>ITB</strong><br />

<strong>Berlin</strong>. Muriya Tourism<br />

Development from Oman<br />

is a newcomer to the<br />

event and the stand of<br />

Dubai has increased by 56<br />

square metres. Nepal and<br />

Bhutan required larger<br />

display areas. For the first<br />

time, the three Indian<br />

states of Andhra Pradesh,<br />

Maharashtra and West<br />

Bengal will be represented<br />

with their own stand.<br />

The exhibitors in the Asia<br />

Hall will be more diverse<br />

than in previous years, as<br />

many hotels and holiday<br />

resorts are no longer in the<br />

sections of their relevant<br />

regions and instead will be<br />

THERE HAS<br />

BEEN PARTICULARLY<br />

HIGH DEMAND<br />

FROM COUNTRIES IN<br />

ASIA AND THE ARAB<br />

WORLD<br />

hosting their own displays.<br />

In Hall 26 (Far East and<br />

Southeast Asia) more than<br />

a dozen exhibitors new to<br />

<strong>ITB</strong> <strong>Berlin</strong> will be presenting<br />

their products. Hong Kong<br />

and Macao have moved to<br />

Hall 26A. Exhibitors from<br />

Vietnam hosting individual<br />

displays have all moved<br />

to Hall 26C. Their stands<br />

have grown by 100 square<br />

metres, an increase of 50<br />

per cent, as has the stand of<br />

the Philippines in Hall 26A.<br />

In Hall 26C, the Business<br />

Point, a lounge with free<br />

wi-fi access, represents a<br />

new service by <strong>ITB</strong> <strong>Berlin</strong>.<br />

From Wednesday to Friday<br />

buyers, trade visitors and<br />

exhibitors can meet here,<br />

away from the bustle of the<br />

show.<br />

Bookings remain high<br />

for Halls 1.2, 2.1, 2.2, 3.2<br />

and 4.2, where exhibitors<br />

from Europe can be found.<br />

Newcomers include<br />

the city of Bilbao, on<br />

a display covering 248<br />

square metres, as well as<br />

Alltours. Returning to the<br />

show is Spain’s railway<br />

network operator RENFE,<br />

as is Gibraltar, after an<br />

absence of 22 years. Hall<br />

7.2B is a completely new,<br />

smaller venue for European<br />

exhibitors, where the Slovak<br />

Republic, CzechTourism<br />

and Romania can be<br />

found. Hall 3.1, which<br />

hosts the Americas and<br />

the Caribbean, welcomes<br />

first-time exhibitors such<br />

as Latin America Travel, as<br />

well as countries returning<br />

to <strong>ITB</strong> <strong>Berlin</strong>, such as Haiti.<br />

This hall is where Gay<br />

& Lesbian Travel can be<br />

found, which has moved<br />

from Hall 2.1.<br />

SEGMENTS<br />

AND<br />

EVENTS –<br />

BAROMETER<br />

FOR NEW<br />

TRENDS<br />

Training & Employment<br />

in Tourism, which<br />

following a<br />

reorganisation has<br />

moved to Hall 11.1, is<br />

fully booked up. Firsttime<br />

exhibitors as well<br />

as several who are<br />

back at <strong>ITB</strong> <strong>Berlin</strong> can<br />

also be found here.<br />

On Saturday, 8<br />

March the new<br />

Adventure Day for<br />

campers, hikers<br />

and globetrotters<br />

promises a programme<br />

of exciting events.<br />

Visitors can take to<br />

lofty heights on a<br />

high ropes course,<br />

explore caves, see an<br />

exhibition featuring<br />

artefacts from the<br />

past and try their<br />

hand at crafts in<br />

an experimental<br />

workshop.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


NEWS<br />

7<br />

Solving Overcrowding at Key<br />

Attractions<br />

Award-winning journalist Doug Lansky to present new techno concept at <strong>ITB</strong> <strong>Berlin</strong><br />

In his talks at <strong>ITB</strong> <strong>Berlin</strong> in the past couple of years, the award winning journalist and<br />

speaker Doug Lansky has had “standing room only”, due to the pertinence and interest<br />

of his topics. This year is no exception. His presentation, “How To Fix Overcrowded<br />

Destinations And Attractions With New Intelligent Visitor Management Technologies”<br />

will be part of the “Destination Days” agenda at the <strong>ITB</strong> <strong>Berlin</strong> Congress and is sure to<br />

create a stir.<br />

Years ago, after writing<br />

advice books for Lonely<br />

Planet on “travelling on<br />

the cheap” – based on his<br />

years as a “vagabond”,<br />

then working for the<br />

Guardian <strong>News</strong>paper<br />

on a series of articles<br />

on “pop psychology<br />

about travel” looking<br />

at why we’re travelling,<br />

what we’re trying to get<br />

from it, and whether it<br />

possible to escape the<br />

kind of ‘Gringo bubble’<br />

we bring with us<br />

wherever we go”, Doug<br />

Lansky started looking<br />

at travel more critically.<br />

He realised that at most<br />

travel seminars he was<br />

addressing people who<br />

had theories, but little<br />

practical experience of<br />

travel.<br />

“People don’t travel<br />

because they like<br />

someone’s slogan, no<br />

matter how good it is,”<br />

says Lansky. “You don’t<br />

travel because you<br />

like someone’s logo,<br />

no matter how good it<br />

is. You travel because<br />

of the destination, and<br />

most destinations have<br />

a handful of things<br />

people want to see and<br />

do, and in most cases,<br />

they haven’t done<br />

much to improve them.<br />

If you take the example<br />

of Buckingham Palace,<br />

YOU DON’T TRAVEL<br />

BECAUSE YOU LIKE<br />

SOMEONE’S LOGO, NO<br />

MATTER HOW GOOD IT IS.<br />

a study was done in<br />

the UK that said that<br />

it’s the number one<br />

thing that people want<br />

to see. But on Trip<br />

Advisor, the people<br />

who just saw it, ranked<br />

it in the 70s or 80s of<br />

things to do in London.<br />

The same goes for the<br />

Eiffel Tower. But if you<br />

go to Disney World and<br />

it’s Magic Kingdom<br />

Castle, before going<br />

you think maybe you’ll<br />

take a photo there, but<br />

once there, they have<br />

light shows, Disney<br />

characters dancing<br />

and performing … it’s<br />

a real show – they’ve<br />

activated the place.”<br />

“Many of the world’s<br />

top ‘classic’ attractions<br />

are”, says Lansky,<br />

“resting on their laurels<br />

from ages ago”. And<br />

that’s worse, when<br />

people travel half way<br />

around the world to go<br />

to these places, then<br />

often can’t even get in.<br />

In his presentation at<br />

1:15 pm on 6th March,<br />

Doug Lansky will<br />

be looking at a new<br />

technological solution<br />

he says will reactivate<br />

attractions, enabling<br />

them to get more<br />

people through the<br />

turnstiles, and do away<br />

with queues.<br />

Doug Lansky<br />

Journalist & Speaker<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


8 NEWS<br />

Mexico… Like You’ve Never<br />

Experienced it Before<br />

The partner nation of <strong>ITB</strong> <strong>Berlin</strong> 2014 set to reveal<br />

a “new authentic” country face<br />

Mexico is one of the most popular tourist countries on the planet. Much of<br />

the tourist industry centres of course on beach resorts and on the altiplano<br />

in the central part of the country. While names such as Cancún, Puerto<br />

Vallarta, Playa del Carmen, San Cristobal de las Casas or Guanajuato may<br />

be familiar, visitors to <strong>ITB</strong> <strong>Berlin</strong> will have the chance to discover a new face<br />

of this fabulous destination.<br />

In 2014, Mexico is the<br />

official partner country<br />

of <strong>ITB</strong> <strong>Berlin</strong>, the world’s<br />

leading tourism fair.<br />

Representatives of the<br />

country will be present<br />

at the opening ceremony<br />

of the exhibition in the<br />

International Congress<br />

Centrum (ICC) on 4 th March.<br />

From 5 th to 9 th March, then<br />

all <strong>ITB</strong> <strong>Berlin</strong> visitors can<br />

enjoy a wide range of<br />

exciting activities - in and<br />

around the Mexico Pavilion<br />

in Hall 1.1 (b) under the<br />

<strong>Berlin</strong> Funkturm.<br />

Trade fair guests can<br />

experience Mexico as a<br />

“first-class destination”<br />

for all kinds of travellers<br />

who have high standards<br />

and expectations. Mexico<br />

is unique and always<br />

surprising and at <strong>ITB</strong> <strong>Berlin</strong><br />

is being highlighted as a<br />

country constantly on the<br />

rise - in a permanent state<br />

of change.<br />

Covering an area of more<br />

than 700 square meters,<br />

the Mexico Pavilion offers<br />

space for 80 exhibitors.<br />

These include the numerous<br />

Mexican States as well as<br />

travel destinations, tour<br />

operators, hotels, airlines<br />

and other suppliers of<br />

tourism products and<br />

services. All present Mexico<br />

as a sophisticated holiday<br />

destination characterised<br />

by great hospitality and<br />

highest level of luxury and<br />

service quality, providing<br />

an unmatched range of<br />

unique experiences.<br />

The <strong>ITB</strong> <strong>Berlin</strong> visitors are<br />

welcomed by the “new,<br />

authentic Mexico” with<br />

treasures of nature and<br />

culture, stunning scenery<br />

and thrilling adventures.<br />

How does it feel to dive<br />

with the largest sharks in<br />

the world? Or discover a<br />

cave where the Statue of<br />

Liberty could be stashed?<br />

The Mexican Ambassador in<br />

Germany, H.E. Patricia Espinosa<br />

Cantellano (Center), Vicente Salas<br />

(left), Director of the Mexican<br />

tourism office in Germany and<br />

David Ruetz, the Head of <strong>ITB</strong><br />

<strong>Berlin</strong> (right) - all surrounded by<br />

two women in modern Mexican<br />

dresses.<br />

Hall 1.1<br />

Stand 102<br />

TRADE FAIR GUESTS CAN<br />

EXPERIENCE MEXICO AS A<br />

“FIRST-CLASS DESTINATION”<br />

FOR ALL KINDS OF TRAVELLERS<br />

WHO HAVE HIGH STANDARDS<br />

AND EXPECTATIONS<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


NEWS<br />

9<br />

The Customer Journey<br />

GfK CEO Matthias Hartmann gives us a sneak peak of his research<br />

keynote set down for the <strong>ITB</strong> Summit<br />

ANHOLT-GFK<br />

CITY INDEX<br />

NAMES<br />

LONDON,<br />

SYDNEY,<br />

PARIS, NEW<br />

YORK AND<br />

ROME AS<br />

BEST CITIES<br />

Matthias Hartmann believes in “thinking big”.<br />

He can afford to. As Chief Executive Officer<br />

of GfK, one of the world’s largest research<br />

companies, he has around 13,000 experts<br />

working to discover new insights into the<br />

way people live, think and shop, in over 100<br />

markets, every day. The <strong>ITB</strong> pre-show Summit<br />

on 4 th March in the ICC focuses on Omni-<br />

Channel marketing – the next challenge for the<br />

travel industry. Mr Hartmann will feature at the<br />

summit, presenting a keynote – “The Customer<br />

Journey – New Market Research Insight”. We<br />

asked him to give us a few hints as to what we<br />

will experience at the keynote…<br />

The Anholt-GfK Roper<br />

City Brands Index, which<br />

measures the image<br />

of 50 cities based on<br />

perceptions of their<br />

Presence, Place, Prerequisite,<br />

People, Pulse<br />

and Potential has found<br />

that Sydney rated as<br />

safest city in the world,<br />

with the friendliest<br />

people, while London<br />

was voted top for the<br />

city where people from<br />

diverse cultures could<br />

easily fit in.<br />

Simon Anholt,<br />

independent policy<br />

advisor on national<br />

identity and reputation,<br />

comments, “Our City<br />

Brands Index is not just<br />

about any single aspect<br />

of a city’s image – it<br />

gives the full picture that<br />

includes the city’s social<br />

and cultural environment,<br />

its physical look and<br />

feel, its public services,<br />

educational and economic<br />

opportunities and the<br />

city’s contribution to the<br />

world.”<br />

Xiaoyan Zhao, Senior Vice<br />

President and Director<br />

of CBISM at GfK, adds,<br />

“Looking further into<br />

the momentum of the 50<br />

cities, Paris has shown<br />

one of the three largest<br />

declines on the Potential<br />

Index, together with<br />

two other capital cities<br />

mired in economic hard<br />

times – Madrid and<br />

Tokyo. In contrast, the<br />

three greatest gainers in<br />

this area are Bangkok,<br />

Johannesburg and<br />

Istanbul – all in emerging<br />

markets.<br />

Today, travellers have<br />

the choice between an<br />

unprecedented number of<br />

information and booking<br />

channels. How the different<br />

channels are used by<br />

different customer groups<br />

and which impact the<br />

single touch points have<br />

on the booking decisions<br />

was not part of research<br />

studies in the past. For the<br />

first time, GfK analysed the<br />

customer journey in an<br />

extensive study of 17,000<br />

people being interviewed.<br />

I am going to present<br />

the ten most important<br />

insights learned from this<br />

survey at the <strong>ITB</strong> Summit.<br />

Why so many people, and<br />

how does that help in the<br />

analysis of the results?<br />

We’re specialists in<br />

tracking customers in their<br />

dynamic (digital) world. In<br />

order to transform this data<br />

into a rich, holistic picture<br />

of the customer, we need<br />

sampling sizes we can<br />

rely on. The more people<br />

we interview, the more<br />

precise and representative<br />

are our results. Our<br />

panel for travel tracking<br />

covers more than 20,000<br />

households with 45,000<br />

persons. For the customer<br />

journey analysis, we have<br />

focused on those who have<br />

actually done a real travel<br />

booking and additionally<br />

where equipped with our<br />

“LEOtrace” technology<br />

which allows the<br />

electronic measurement of<br />

the Internet usage before<br />

the booking.<br />

So what is changing in the<br />

way people buy travel?<br />

The opportunities to<br />

get information about<br />

travelling and also to<br />

book journeys have never<br />

been as big as today.<br />

One reason for that is<br />

the web. We found out<br />

that the Internet is part<br />

of 90 percent of German<br />

consumer journeys – as<br />

an information and/or<br />

booking channel. Another<br />

big topic is cross-channel<br />

usage. Three out of four<br />

German consumers use<br />

both online and offline<br />

touch points. It’s also an<br />

interesting example that<br />

for consumers who plan<br />

a packaged tour, travel<br />

agencies and catalogues<br />

are still important touch<br />

points and sources<br />

of information. The<br />

increasing penetration of<br />

mobile devices will lead to<br />

more mobile travel related<br />

search queries. These are<br />

just a few examples of how<br />

the behaviour of people<br />

who buy travel or seek<br />

information is changing.<br />

What should DMOs, TOs<br />

and TAs be doing to adapt<br />

to the change in habits?<br />

DESTINATION MANAGEMENT<br />

ORGANISATIONS, TOUR OPERATORS<br />

AND TRAVEL AGENCIES HAVE TO<br />

ENSURE THAT THEIR PORTFOLIO IS<br />

ACCESSIBLE VIA MOBILE DEVICES<br />

I mentioned that crosschannel<br />

usage is a big topic<br />

for German consumers.<br />

For DMOs (Destination<br />

Marketing Organizations),<br />

TOs (Tour Operators) and<br />

TAs (Travel Agencies),<br />

it is therefore important<br />

to ensure synergy in the<br />

messages across on- and<br />

offline points in order<br />

to reach consistency<br />

and effectiveness in<br />

communication. Moreover,<br />

purchase journeys can<br />

be extremely complex,<br />

so travel providers need<br />

to know how their target<br />

audiences behave online<br />

to be in the right place with<br />

Matthias Hartmann<br />

GfK CEO<br />

their message. Another<br />

important point is the<br />

optimisation of websites<br />

in order to make sure<br />

that each visit has also a<br />

positive outcome. Last<br />

but not least, search has<br />

proven to play an important<br />

role in purchase decisions<br />

across categories,<br />

so SEM and SEO are<br />

must-haves these days.<br />

Destination management<br />

organisations, Tour<br />

Operators and Travel<br />

Agencies have to ensure<br />

that their portfolio is<br />

accessible via mobile<br />

devices. Just to mention a<br />

few examples.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


10 NEWS<br />

ETC Works on Europe Image<br />

European Travel Commission works on consolidating<br />

and differentiating Europe’s brand values<br />

EXCELLENCE<br />

IN EXHIBITING<br />

The CBS Best Exhibitor<br />

Awards this year will<br />

again foster and promote<br />

design, authenticity and<br />

creativity<br />

Culture and gastronomy<br />

will be among key<br />

messages to be underlined<br />

by the European Travel<br />

Commission at <strong>ITB</strong><br />

<strong>Berlin</strong> 2014. The ETC’s<br />

Executive Director,<br />

Eduardo Santander, will<br />

be participating in several<br />

conferences in the <strong>ITB</strong><br />

<strong>Berlin</strong> Convention, where<br />

work will revolve around<br />

consolidating a common<br />

brand to differentiate<br />

Europe from other<br />

international regions.<br />

According to Mr Santander,<br />

“The VisitEurope brand is<br />

meant to be the umbrella brand<br />

for all European National<br />

Tourism Organizations. This<br />

corporate identity can realize<br />

its full potential only if it<br />

projects a clear and instantly<br />

recognizable message to<br />

the travel industry and end<br />

consumers.”<br />

One of the key instruments<br />

in building the awareness<br />

and effective promotion on<br />

the VisitEurope brand is the<br />

visiteurope.com consumer<br />

portal. However, according to<br />

the latest information from the<br />

ETC, expectations of the users<br />

of the portal are higher than<br />

it is currently possible for the<br />

website to fulfil. Consequently,<br />

the ETC has announced that<br />

the visiteurope.com portal will<br />

be completely renewed and<br />

updated in order to increase its<br />

inspirational value, focusing<br />

on visual content and social<br />

media in line with the new<br />

“VisitEurope App” for tablets.<br />

ETC’s long-term strategy will<br />

focus on the promotion of<br />

pan-European, transnational<br />

thematic tourism products<br />

and experiences that have<br />

high potential for overseas<br />

tourist, such as cultural routes,<br />

heritage, active and adventure<br />

tourism, education, health and<br />

wellbeing, sporting activities,<br />

religious tourism, shopping<br />

and gastronomy. The latter<br />

is the first pan-European<br />

theme of this programme<br />

to be developed. Thanks to<br />

thenew gastronomy portal<br />

TastingEurope.com, which<br />

lists food fairs and festival<br />

across Europe.<br />

“THE ETC WILL HOLD<br />

A PRESS CONFERENCE AT<br />

1 PM ON 4 TH MARCH AT<br />

PALAIS AM FUNKTURM”<br />

(Hammarskjöldplatz, Empore West).<br />

At the conference, ETC<br />

President, Peter de Wilde,<br />

will give an insight into<br />

the “Destination Europe<br />

2020” initiative, as well as<br />

announcing interim results.<br />

He will discuss trends and<br />

future challenges in the most<br />

important source markets<br />

THIS<br />

CORPORATE<br />

IDENTITY CAN<br />

REALIZE ITS<br />

FULL POTENTIAL<br />

ONLY IF IT<br />

PROJECTS A<br />

CLEAR AND<br />

INSTANTLY<br />

RECOGNIZABLE<br />

MESSAGE TO<br />

THE TRAVEL<br />

INDUSTRY AND<br />

END<br />

CONSUMERS<br />

with a special focus on China<br />

and Brazil.<br />

Pedro Ortún, Director European<br />

Commission Directorate-<br />

General for Enterprise and<br />

Industry - will present current<br />

facts and figures about<br />

European tourism with a view<br />

to supporting the “Destination<br />

Europe 2020” initiative.<br />

Eduardo Santander will also<br />

be participating at the panel<br />

“New Values and the Council<br />

of Europe’s Cultural Routes”<br />

- hall 4.1.b and “Responsible<br />

Tourism and Adventure Travel”<br />

scheduled for 6th March 2014<br />

from 11:30 am to 12 am.<br />

This year again the students of the<br />

Cologne Business School are judging<br />

exhibitors at <strong>ITB</strong> <strong>Berlin</strong> for the Best<br />

Exhibitor Awards.<br />

For more than ten years, the BEA has been<br />

a quality indicator for an “attractive trade<br />

fair appearance”. It is organised by the<br />

CBS Cologne Business School on behalf<br />

of and in co-operation with Messe <strong>Berlin</strong>.<br />

A jury consisting of 30 potential tourism<br />

managers from the CBS evaluates every<br />

single stand of the approximately 12,000<br />

exhibitors at <strong>ITB</strong> <strong>Berlin</strong> and sorts them into<br />

a total of 11 categories: Germany, Europe,<br />

Asia/Australia /Oceania, America/The<br />

Caribbean, Near/Middle East, Africa, Hotel<br />

Business, Carriers, Travel Organisations,<br />

Travel Support & Media and NGOs & Non-<br />

Profit Institutions.<br />

Martina Leicher of the Cologne Consultancy<br />

COMPASS GmbH, which has been<br />

mentoring the project since its initiation<br />

explains that important aspects of the<br />

evaluation include design, authenticity<br />

and creativity, as well as the quality of<br />

the information and services on hand:<br />

“Friendliness, competence, the appropriate<br />

amount of staff relative to the booth‘s<br />

size and a uniform appearance are all key<br />

features”, adds Ms Leicher. “Quality aspects<br />

like service competencies, information<br />

transfer and creativity are valued highly.”<br />

The Best Exhibitor Award-Show on the<br />

Saturday night of the fair has become a<br />

fixed component of the supporting <strong>ITB</strong><br />

<strong>Berlin</strong> programme, which is also reflected<br />

in the international high-ranking guest list<br />

of the event.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


NEWS<br />

11<br />

33 More Visitors Equate<br />

to One New Job<br />

Taking the US to the world - Brand USA spearheads powerful<br />

presence at <strong>ITB</strong> <strong>Berlin</strong><br />

The success of President Obama’s “Travel Promotion Act” that enabled<br />

Brand USA to spearhead a powerful promotional campaign over the past<br />

couple of years is becoming increasingly evident. Brand USA is back<br />

in force at <strong>ITB</strong> <strong>Berlin</strong> 2014 with new events on the show floor such as<br />

“A Taste of the US” – with culinary specialities from various regions of<br />

the United States.<br />

Jay Gray<br />

Vice President,<br />

Global Partnership<br />

Development,<br />

Brand USA<br />

Since 2011, Brand USA has<br />

been working on building<br />

a global representation<br />

network, establishing<br />

partnerships with<br />

international stakeholders<br />

to attract increased private<br />

sector funding, promoting<br />

the United States as a<br />

premier global tourism<br />

destination.<br />

Jay Gray, Vice President,<br />

Global Partnership<br />

Development at Brand<br />

USA told <strong>ITB</strong> <strong>Berlin</strong> <strong>News</strong><br />

that one of the main aims<br />

of his organisation is to<br />

change the way the world<br />

looks at his country: “Many<br />

people may have thought<br />

that if they had gone to the<br />

three, four or five iconic<br />

destinations, that they’d<br />

‘done’ the US. What we<br />

are focusing on is ‘beyond<br />

the gateway’ or ‘gateway<br />

plus one’. We know that<br />

those iconic destinations<br />

WE HAVE SEEN<br />

A TWELVE TO<br />

FOURTEEN PERCENT<br />

INCREASE IN ‘INTENT<br />

TO TRAVEL’ FROM PRE-<br />

TO POST-CAMPAIGN<br />

are going to be a draw,<br />

but instead of just going to<br />

New York City, the question<br />

is how do we get people<br />

out of mid-town? How do<br />

we create those itineraries<br />

to take people beyond the<br />

specific gateway? Through<br />

our campaigns and through<br />

working with the trade, we<br />

are illustrating a lot more<br />

of the diversity the US has<br />

to offer and the plethora of<br />

products that are there.”<br />

Indeed, the US has<br />

destinations, activities and<br />

experiences that many<br />

international visitors may<br />

have never considered or<br />

thought available.<br />

Gray says Brand USA is<br />

working on expanding<br />

what people understand<br />

about the US and what<br />

that product really has to<br />

offer, primarily through<br />

creative promotional<br />

campaigns, which, he<br />

says, have measurable<br />

results: “In areas where we<br />

have been running brand<br />

campaigns long enough<br />

to start getting metrics,<br />

we have seen a twelve to<br />

fourteen percent increase<br />

in ‘intent to travel’ from<br />

pre- to post-campaign. We<br />

have developed a number<br />

of new partnerships. One<br />

worth mentioning is BA<br />

in the UK, or Thomas<br />

Cook – also in Europe,<br />

and we have campaigns<br />

running with United in<br />

Asia. A great thing about<br />

these partnerships is that<br />

we can obtain specific<br />

metrics every time we<br />

run a campaign, whether<br />

it be TV marketing or<br />

a ‘fam’ tour; we can<br />

measure the conversions,<br />

and the results have been<br />

extremely positive.”<br />

All this of course is aimed at<br />

helping the US economy, as<br />

President Obama’s Travel<br />

Promotion Act was created<br />

because of its projected<br />

economic impact. “For<br />

every 33 extra visitors we<br />

get to the US, that makes<br />

one new job,” says Gray. “If<br />

we look at the increase we<br />

have managed to achieve<br />

from 2011 to 2013 and<br />

divide that number by 33,<br />

that’s the economic impact<br />

we have. It equates to<br />

tens of thousands of jobs.<br />

Travel and tourism is the<br />

number one service export<br />

from the United States.”<br />

In addition to booth<br />

presence, it is reported<br />

that Brand USA will be<br />

organising a big evening<br />

event at <strong>ITB</strong> <strong>Berlin</strong> this<br />

year. A media event as<br />

well as a special event for<br />

the trade will take place on<br />

the show floor, the latter<br />

being a kind of ‘taste f the<br />

US’, with regional culinary<br />

specialities, according to<br />

Jay Gray: “It all helps us<br />

get to know the buyers<br />

better”.<br />

Hall 2.1<br />

Stand 201<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


12 TRADE TALK<br />

An Exclusive<br />

Club for Top<br />

Buyers<br />

<strong>ITB</strong> <strong>Berlin</strong>’s Buyers Circle is back<br />

– for a handpicked few<br />

Following the success of the <strong>ITB</strong> Buyers Circle in 2012 and 2013, in 2014<br />

<strong>ITB</strong> <strong>Berlin</strong> will once again be offering senior buyers access to a premium<br />

circle at The World’s Leading Travel Trade Show. We asked David Ruetz,<br />

head of <strong>ITB</strong> <strong>Berlin</strong>, the purpose of this “special club”.<br />

This circle allows a limited<br />

number of senior buyers<br />

from small and mediumsized<br />

enterprises as well<br />

as from larger companies<br />

while at the show.<br />

What percentage of the<br />

people here are really<br />

decision-makers, and<br />

what kinds of sums are we<br />

talking about?<br />

Around 600 senior<br />

buyers representing the<br />

international tourism<br />

industry joined the<br />

exclusive Buyers Circle<br />

at <strong>ITB</strong> <strong>Berlin</strong> 2013. The<br />

overall purchasing power<br />

of people at the Buyers<br />

Circle last year totalled 1.5<br />

billion euros. 61 per cent<br />

of the members were tour<br />

operators, while 11 per cent<br />

represented the corporate<br />

travel and MICE sectors.<br />

The international members<br />

making up this circle came<br />

from Europe, the USA,<br />

Canada, South America,<br />

Australia, Asia and Africa.<br />

At 51 per cent, more than<br />

half of its members were<br />

from every EU country<br />

outside Germany, as well<br />

as 38 per cent from non-EU<br />

countries.<br />

What kinds of services can<br />

members expect?<br />

Among the many benefits<br />

of joining the <strong>ITB</strong> Buyers<br />

Circle include a free ticket<br />

to the show and fast lane<br />

admission at the entrances,<br />

from 9 am if required. The<br />

up to 700 hand-picked<br />

members of this exclusive<br />

group will be able to retreat<br />

to the <strong>ITB</strong> Buyers Circle<br />

Lounge, which will again<br />

be in the Marshall Haus<br />

on the <strong>Berlin</strong> Exhibition<br />

Grounds, where guests<br />

can make use of free Wi-<br />

Fi service, refreshments,<br />

private meeting rooms and<br />

business corner. Buyers<br />

who apply for membership<br />

will also gain free admission<br />

to <strong>ITB</strong> Asia, which takes<br />

place from 29-31 October<br />

2014 in Singapore.<br />

If someone is interested in<br />

being part of the “circle”,<br />

what should they do?<br />

We cordially invite buyers<br />

to apply for a place<br />

among this privileged<br />

circle at <strong>ITB</strong> <strong>Berlin</strong> 2015.<br />

Interested buyers can<br />

apply online for one of<br />

the sought-after places at:<br />

www.itbbuyerscircle.com.<br />

David Ruetz<br />

Head of <strong>ITB</strong> <strong>Berlin</strong><br />

THE OVERALL<br />

PURCHASING POWER<br />

OF PEOPLE AT THE<br />

BUYERS CIRCLE LAST<br />

YEAR TOTALLED 1.5<br />

BILLION EUROS<br />

<strong>ITB</strong> BERLIN NEWS • Friday 21 st February 2014<br />

www.itb-berlin-news.com


TRADE TALK<br />

13<br />

EUROPE’S<br />

OTA MARKET<br />

RIPE FOR<br />

CONSOLIDATION<br />

AS BOOKING,<br />

EXPEDIA<br />

BATTLE FOR<br />

SHARE, SAYS<br />

PHOCUSWRIGHT<br />

Europe’s fragmented<br />

online travel agency (OTA)<br />

market is giving way to<br />

consolidation as pan-<br />

European OTAs rapidly<br />

gobble up market share<br />

according to latest statistics<br />

from PhoCusWright.<br />

According to the company’s<br />

new European and Global<br />

<strong>Edition</strong> Report, after<br />

jumping 16% in 2012,<br />

OTA gross bookings are<br />

projected to sustain<br />

double-digit growth<br />

through 2015, driven by<br />

fierce competition among<br />

global heavyweights.<br />

Pan European brands, led<br />

by Priceline’s Booking.com<br />

and Expedia, increased<br />

their share of the region’s<br />

OTA market to 64% in 2012,<br />

up from 60% the previous<br />

year. By contrast, just four<br />

brands controlled 95% of<br />

the more mature U.S. OTA<br />

market in 2012, a possible<br />

harbinger of things to<br />

come.<br />

“Further consolidation<br />

is inevitable in Europe’s<br />

OTA market as global<br />

players take center<br />

stage,” says Luke Bujarski,<br />

PhoCusWright’s director,<br />

research. “With the global<br />

brands leveraging their<br />

momentum and marketing<br />

dollars to outcompete each<br />

other, regional players will<br />

find it increasingly difficult<br />

to compete in Europe’s<br />

lucrative hotel segment.”<br />

Booking.com is increasingly<br />

turning Europe’s OTA battle<br />

into a single-horse race.<br />

The popular hotel booking<br />

website now commands<br />

over 30% of the region’s<br />

OTA market.<br />

The Luxury Segment<br />

– Making the Right<br />

Connections<br />

<strong>ITB</strong> <strong>Berlin</strong> is an essential element for Thomas Cook<br />

Selection when it comes to meeting new potential partners<br />

Arlett Walleck, Senior Product Manager -<br />

Thomas Cook Selection comes to <strong>ITB</strong> <strong>Berlin</strong><br />

for three days – from Wednesday through<br />

Friday. We asked her what the main goals<br />

are of her visit…<br />

My main purpose is to<br />

meet my important hotel<br />

partners, tourist boards<br />

and airline partners to<br />

discuss further business,<br />

to improve our services<br />

and to talk about the next<br />

contracts for the winter<br />

season 2014/2015.<br />

What is the role and<br />

importance of <strong>ITB</strong> <strong>Berlin</strong><br />

for you as a purchasing<br />

fair?<br />

Besides ILTM in Cannes<br />

in December, <strong>ITB</strong> <strong>Berlin</strong><br />

is very important for us<br />

in the luxury segment.<br />

We need to talk with new<br />

hotel partners about the<br />

products, we have to<br />

discuss the first contract<br />

draft for the new season<br />

and we have to negotiate<br />

joint marketing deals.<br />

It is very important to<br />

us, especially when<br />

talking to new partners,<br />

to make sure that the<br />

extravagant offer is truly<br />

one of luxury. Luxury<br />

is not just a question<br />

of money, and the<br />

majority of our luxury<br />

travellers prefer by far<br />

to book through a travel<br />

agency that enjoys their<br />

confidence – regardless<br />

of any possible extra<br />

cost and we, as a tour<br />

operator, need to find<br />

the best partners.<br />

What kinds of new<br />

products are you<br />

primarily seeking this<br />

year?<br />

Besides hotel product,<br />

we’re talking to partners<br />

who offer catamaran<br />

and yacht-charter-trips.<br />

One challenge is always<br />

finding “off the beaten<br />

track” destinations of<br />

which our clients can<br />

upload latest pictures<br />

to Twitter and Facebook<br />

when travelling with<br />

Thomas Cook Selection.<br />

What do you see as<br />

being the main trends<br />

at the moment, and<br />

what is your personal<br />

forecast for business for<br />

the upcoming year?<br />

The main trends in the<br />

luxury business at the<br />

moment include special<br />

and “custom-tailored”<br />

roundtrips, especially<br />

in Oman, Sri Lanka,<br />

Vietnam, Latin America<br />

and USA; Catamaran<br />

Charter requests<br />

worldwide but mainly<br />

for Thailand, Cuba and<br />

Maldives; Eco-friendly<br />

Resorts. Like last year,<br />

I expect again a good<br />

increase for the luxury<br />

travel business.<br />

Arlett Walleck<br />

Senior Product Manager,<br />

Thomas Cook<br />

LIKE LAST YEAR,<br />

I EXPECT AGAIN<br />

A GOOD<br />

INCREASE FOR<br />

THE LUXURY<br />

TRAVEL<br />

BUSINESS.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 21 st February 2014


<strong>ITB</strong> BERLIN CONVENTION<br />

15<br />

Welcome to the Global<br />

Travel Industry Think Tank<br />

The world’s largest tourism convention addresses the industry’s most<br />

pressing questions<br />

Since 2004, the <strong>ITB</strong> <strong>Berlin</strong> Convention, with its 21,000 participants, 400<br />

high-ranking speakers and panel guests from the industry and politics,<br />

boasts more than 200 sessions in 15 tourism theme days. It is the world’s<br />

largest tourism convention. We asked the man “at the helm” of this<br />

massive venture, Professor Dr Roland Conrady, what is new this year…<br />

One of the key topics for<br />

discussion will be the<br />

luxury tourism sector. The<br />

use of new technologies<br />

in the travel industry is<br />

another issue that will be<br />

widely discussed at the<br />

<strong>ITB</strong> <strong>Berlin</strong> Convention,<br />

especially during the first<br />

day when PhoCusWright@<br />

<strong>ITB</strong> takes place. Following<br />

the eTravel World’s<br />

successful debut on the<br />

Saturday of the show the<br />

programme will once again<br />

extend into the weekend,<br />

to 8 March 2014. Another<br />

innovation is the “invitation<br />

only” pre-convention - <strong>ITB</strong><br />

Summit on 4 th March on<br />

omni-channel strategies.<br />

At the <strong>ITB</strong> Future Day, the<br />

opening event of the <strong>ITB</strong><br />

MALAYSIA:<br />

CONVENTION<br />

AND CULTURE<br />

PARTNER OF<br />

<strong>ITB</strong> BERLIN<br />

Malaysia is launching<br />

its global promotion<br />

campaign entitled<br />

’Visit Malaysia Year<br />

2014’ at <strong>ITB</strong> <strong>Berlin</strong><br />

with cultural events<br />

and information on<br />

Malaysia as a nature<br />

and beach holiday<br />

attraction as well as<br />

a MICE destination.<br />

As co-host of the <strong>ITB</strong><br />

<strong>Berlin</strong> Convention this<br />

year, Malaysia will be<br />

organising a wideranging<br />

programme of<br />

events inviting visitors<br />

to delve into its<br />

fascinating world.<br />

…THE CONVENTION<br />

ADDRESSES THE MOST<br />

IMPORTANT ISSUES IN THE<br />

GLOBAL TOURISM INDUSTRY AND<br />

PRESENTS SOLUTIONS AND BEST<br />

PRACTICE EXAMPLES FOR<br />

CURRENT AND FUTURE<br />

CHALLENGES AND LATEST<br />

RESEARCH DATA…<br />

<strong>Berlin</strong> Convention, Lee<br />

McCabe, Head of Travel<br />

- Facebook, will deliver a<br />

keynote on the prospects<br />

for social media securing<br />

new customers; Nils Müller,<br />

CEO of TrendONE, will<br />

deliver a keynote on “The<br />

world in 2025 – a journey<br />

into the future”, and Sabre<br />

Travel Network’s SVP<br />

Harald Eisenächer looks<br />

at “Big Data”. At the <strong>ITB</strong><br />

Future Days, IPK CEO Rolf<br />

Freitag will present the <strong>ITB</strong><br />

World Travel Trends Report<br />

with the latest forecast data<br />

on global and European<br />

tourism. The Airline<br />

CEO panel will feature<br />

senior CEOs from leading<br />

European low cost airlines<br />

discussing how low-cost<br />

carriers are impacting on<br />

the tour operator industry.<br />

Best practices in the field of<br />

luxury will a topic addressed<br />

by the Hublot chairman,<br />

Jean-Claude Biver.<br />

What will be the highlights<br />

of the <strong>ITB</strong> Destination<br />

Days?<br />

Christine Duffy, president<br />

and CEO of CLIA, the world’s<br />

largest cruise association,<br />

will deliver a keynote<br />

speech and economic<br />

outlook. Loveleen Tandan,<br />

best known for her film<br />

Slumdog Millionaire, will<br />

discuss “Dark Tourism”;<br />

and the Arab world comes<br />

under the spotlight with a<br />

keynote by H.E. Bahrain’s<br />

Minister of Culture, Sheikha<br />

Mai Al Khalifa, and Egyptian<br />

billionaire Samih Sawiris<br />

among those looking more<br />

broadly at “destination<br />

Arabia”. Destination Brand<br />

management is also a hot<br />

topic. Delegates attending<br />

the Africa Forum will be<br />

looking at the prospects<br />

for luxury tourism there.<br />

The highly awarded travel<br />

journalist Doug Lansky will<br />

explain how innovative<br />

technology can offer<br />

solutions for managing<br />

overcrowded destinations.<br />

Gay and lesbian tourism<br />

will also again be a key<br />

topic at the convention.<br />

What about the CSR Day<br />

and the <strong>ITB</strong> Marketing and<br />

Distribution Day?<br />

A keynote session will look<br />

at the customer needs in<br />

the luxury travel market,<br />

and GfK will be presenting a<br />

detailed survey on the topic<br />

of the “customer journey”.<br />

Former CNN “iReporter”<br />

Percy von Lipinski will<br />

deliver a keynote on how to<br />

organise a successful press<br />

Professor Dr Roland Conrady<br />

trip. The <strong>ITB</strong> Media Summit<br />

will focus on new business<br />

models and niches in<br />

the media market. The<br />

Open Innovations session<br />

will examine how “open<br />

innovation” can be applied<br />

in the tourism sector.<br />

Sustainability and CSR<br />

continue to be major issues.<br />

25.000<br />

20.000<br />

15.000<br />

10.000<br />

5.000<br />

0<br />

3.500<br />

6.000<br />

Human rights are at the core<br />

of the CSR Day and experts<br />

and decision-makers will<br />

also be discussing the<br />

Green Leaders Program of<br />

TripAdvisor. The Studiosus<br />

Scientific Director of the <strong>ITB</strong> <strong>Berlin</strong> Convention<br />

discussion round, a<br />

popular event, will again<br />

be devoting time to a<br />

topical CSR theme, and<br />

Dr. Henning Brauer, Head<br />

of Project Management,<br />

Hapag-Lloyd Cruises will<br />

speak on the topic of cruise<br />

ship sustainability.<br />

Visitor Numbers <strong>ITB</strong> <strong>Berlin</strong> Convention<br />

7.000<br />

9.000<br />

11.000<br />

12.000<br />

12.500<br />

14.000<br />

17.000<br />

21.000<br />

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


16 <strong>ITB</strong> BERLIN CONVENTION<br />

<strong>ITB</strong> CONVENTION PROGRAM<br />

WEDNESDAY 5 TH MARCH 2014<br />

<strong>ITB</strong> FUTURE DAY<br />

11:00 a.m. - 5:30 p.m. Hall 7.1b, Auditorium London<br />

<strong>ITB</strong> Future Day highlights mega-trends in the economy and society and shows<br />

how the global travel industry’s structures are changing.<br />

<strong>ITB</strong> DESTINATION DAY 1<br />

11:50 a.m. - 5:45 p.m. Hall 7.1a, Auditorium New York 1<br />

The three <strong>ITB</strong> Destination Days are devoted to the challenges and perspectives in<br />

international destination management.<br />

PHOCUSWRIGHT@<strong>ITB</strong> - CULT OF CONTEXT<br />

10:30 a.m. - 7:00 p.m. Hall 7.1c, Auditorium Paris<br />

A potent force is gaining strength across the global travel industry, bringing<br />

with it a groundswell of consumer expectations that threaten to undermine the<br />

unprepared. Sellers of sameness beware: one-size never fits all, and the days<br />

of the generic are done for. A rising legion of travelers now demands to be<br />

recognized – one by one – but how?<br />

BUSINESS TRAVEL MICE DAY<br />

10:30 a.m. - 5:30 p.m. Hall 7.1a, Auditorium New York 2<br />

In Touch With the Future: Events of Tomorrow – No Boredom Anytime!<br />

BUSINESS TRAVEL SESSIONS: YOUNG<br />

PROFESSIONAL DAY<br />

12:15 a.m. - 3:00 p.m. Hall 11.1, Stage<br />

Entrants and junior staff will be given food for thought for their future career in<br />

business travel.<br />

<strong>ITB</strong> YOUNG PROFESSIONAL DAY<br />

11:00 a.m. - 7:00 p.m. Hall 11.1, Stage<br />

Life-long learning is the essence of success also in the global travel and tourism<br />

industry. Entrants and junior staff will be given food for thought for their future<br />

career.<br />

THURSDAY 6 TH MARCH 2014<br />

<strong>ITB</strong> HOSPITALITY DAY<br />

10:30 a.m. - 5:30 p.m. Hall 7.1b, Auditorium London<br />

The <strong>ITB</strong> Hospitality Day discusses markets and people, concepts and contradictions,<br />

trends and countertrends, bottlenecks and leeway – and it helps the industry<br />

position itself in the international environment.<br />

<strong>ITB</strong> DESTINATION DAY 2<br />

10:40 a.m. - 6:45 p.m. Hall 7.1a, Auditorium New York 1<br />

The three <strong>ITB</strong> Destination Days are devoted to the challenges and perspectives in<br />

international destination management.<br />

BUSINESS TRAVEL STRATEGY DAY 1<br />

1:45 p.m. - 5:30 p.m. Hall 7.1a, Auditorium New York 2<br />

The 2-day program assists decision makers in the business travel world to continue<br />

their successful work by identifying and evaluating trends at an early stage. The<br />

motto is “The travel management architecture of tomorrow”.<br />

<strong>ITB</strong> EXPERTS FORUM WELLNESS<br />

10:30 a.m. - 17:15 p.m. Hall 7.1c, Auditorium Paris<br />

BUSINESS TRAVEL DAY FOR OPERATIONAL<br />

EXCELLENCE<br />

10:30 a.m. - 5:00 p.m. Hall 7.1a, Auditorium New York 2<br />

The Business Travel Day for Operational Excellence offers established lecture-hall<br />

education sessions as well as new workshops for smaller groups.<br />

FRIDAY 7 TH MARCH 2014<br />

<strong>ITB</strong> MARKETING AND DISTRIBUTION DAY<br />

10:30 a.m. - 5:45 p.m. Hall 7.1b, Auditorium London<br />

The <strong>ITB</strong> Marketing and Distribution Day is rounded off with the latest exclusive<br />

empirical studies about the customer journey and rating platforms.<br />

<strong>ITB</strong> DESTINATION DAY 3<br />

10:30 a.m. - 5:45 p.m. Hall 7.1a, Auditorium New York 1<br />

The three <strong>ITB</strong> Destination Days are devoted to the challenges and perspectives in<br />

international destination management.<br />

BUSINESS TRAVEL STRATEGY DAY 2<br />

10:30 a.m. - 11:30 a.m. Hall 7.1a, Auditorium New York 2<br />

The 2-day program assists decision makers in the business travel world to continue<br />

their successful work by identifying and evaluating trends at an early stage. The<br />

motto is “The travel management architecture of tomorrow”.<br />

BUSINESS TRAVEL SPECIAL FEATURE<br />

12:00 a.m. - 4:30 p.m. Hall 7.1a, Auditorium New York 2<br />

Managing expats, providing safety and security.<br />

<strong>ITB</strong> TRAVEL AGENCY SPECIAL<br />

4:00 p.m. - 5:00 p.m. Hall 7.1a, Auditorium New York 2<br />

‘Omni-Channel Customer Service’ for Travel Agencies<br />

<strong>ITB</strong> CSR DAY<br />

10:40 a.m. - 5:30 p.m. Hall 7.1c, Auditorium Paris<br />

Prominent representatives from the tourism industry and government will discuss<br />

concepts, best practice examples and the potential profitability of sustainable<br />

tourism at the <strong>ITB</strong> CSR Day.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


<strong>ITB</strong> BERLIN CONVENTION<br />

17<br />

The <strong>ITB</strong> Convention<br />

– In Video<br />

Gain a foretaste of the world’s premiere travel<br />

and tourism convention<br />

Click on the window to be transported to<br />

a new universe of novel ideas, debates,<br />

presentations and thought leadership.<br />

The <strong>ITB</strong> <strong>Berlin</strong> Convention has it all, and<br />

this year more than ever it’s the place<br />

you should be if you want to “grow your<br />

horizons” in more ways than one!<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


OCEANIA<br />

REGION<br />

19<br />

Travel Market<br />

Australasia Pacific<br />

“82% of Australasians plan travel via the Internet”<br />

MAIN TRAVEL<br />

DESTINATION<br />

[ by IPK International ]<br />

OUTBOUND<br />

TRAVEL*<br />

Australasia Pacific<br />

has about 30 Million<br />

inhabitants. Australia<br />

is with 23 Million<br />

inhabitants not only<br />

the biggest market in<br />

the region but has also<br />

the highest purchasing<br />

power per inhabitant<br />

(44.000 USD). This<br />

explains why about<br />

75% of outbound travel<br />

comes from while<br />

another 20% comes<br />

from New Zealand.<br />

Outbound volumes<br />

from Pacific Islands are<br />

rather small. There is<br />

no important difference<br />

in travel participation<br />

by gender or by season.<br />

90% of outbound travel<br />

is for holiday and other<br />

leisure motivations.<br />

10% are business trips.<br />

69% of outbound travel<br />

goes intra regional to<br />

destinations within<br />

Asia Pacific, 17% travel<br />

to Europe and 15% to<br />

the Americas.<br />

Most popular outbound<br />

holiday types are<br />

touring trips and city<br />

stays (44%) followed<br />

by sun & beach<br />

(17%). There is also<br />

an important market<br />

for visits of friends<br />

and relatives. Main<br />

outbound holiday<br />

highlights for Austral<br />

Asians are sightseeing,<br />

city visits, landscaping,<br />

dining & wining, meet<br />

foreign people, visit<br />

museums and getting<br />

some feelings of an<br />

adventure.<br />

94% travel abroad by<br />

plane and 6% by boat<br />

and cruise ships. Three<br />

out of five outbound<br />

travelers stay at<br />

hotels with strong<br />

preference for higher<br />

hotel categories (75%<br />

of the hotel stays). As<br />

a result Austral Asians<br />

are very “attractive”<br />

guests belonging to<br />

the top travel spenders<br />

worldwide (2.915<br />

Euro).<br />

Austral Asian outbound<br />

travelers have a rather<br />

high education level.<br />

This explains why 82%<br />

of them are preparing<br />

their outbound trip<br />

via internet. 20% are<br />

only looking for travel<br />

information before<br />

booking at a travel<br />

agency or elsewhere.<br />

The other 62% make<br />

also their bookings via<br />

internet.<br />

INBOUND TRAVEL*<br />

Australasia welcomes<br />

about 9 million foreign<br />

visitors per year,<br />

counting for 100 million<br />

inbound nights in the<br />

region. Mean length of<br />

stay of foreigners is 10.7<br />

nights. Mean growth<br />

rate over the last four<br />

IPK INTERNATIONAL<br />

Founded in 1969, IPK International<br />

is a tourism consulting company<br />

highly qualified in travel market<br />

research and tourism marketing and<br />

master planning and counts among<br />

the leading tourism consulting<br />

groups worldwide.<br />

years was 4.8% p.a.,<br />

similar to the overall<br />

global travel growth<br />

rate. But with 1% global<br />

inbound market share<br />

the region remains a<br />

small destination of<br />

international travel.<br />

Main travel destination<br />

in the region is Australia<br />

(50%), followed by<br />

New Zealand (28%)<br />

and Pacific Islands<br />

50%<br />

(22%). 86% of visitors<br />

to Australasia Pacific<br />

come for leisure<br />

motivations and 14%<br />

on business trips. Main<br />

type of foreign holiday<br />

in the region is touring<br />

(33%) followed by sun<br />

& beach holiday (23%)<br />

and city visits (11%).<br />

Also the 500.000 cruise<br />

holidays spent in the<br />

region are an important<br />

market segment (7%).<br />

Major markets of origin<br />

are Australia (22%),<br />

China (12%), UK (10%),<br />

USA (8%), Japan (7%),<br />

the world’s most comprehensive<br />

tourism database on European,<br />

Arabian, Asian, North and South<br />

American outbound travel behavior,<br />

based on representative opinion<br />

polling in 62 nations, covering 90%<br />

of the global travel volume.<br />

Korea (5%), Singapore<br />

(4%) and Germany-<br />

Malaysia-Canada<br />

(3% each). Average<br />

spending per trip is<br />

2.000 Euro, stagnating<br />

over the last four years.<br />

Total sales turnover of<br />

international travel to<br />

the region is 18 billion<br />

Euro per year.<br />

Outlook for travel to<br />

Australasia Pacific is<br />

OCEANIA MAIN TRAVEL<br />

DESTINATION<br />

28%<br />

22%<br />

very good. Global<br />

travel growth driving<br />

outbound markets like<br />

China and South East<br />

Asia are located nearby.<br />

Of utmost influence<br />

would however be<br />

any damage caused to<br />

Australia’s global image<br />

as a sustainable nature<br />

paradise. This danger<br />

could turn concrete if<br />

the situation around<br />

the Great Barrier Reef<br />

is not handled with the<br />

greatest care.<br />

* excluding Hawaii<br />

OCEANIA<br />

AUSTRALIA HALL 5.2A /119<br />

COOK ISLANDS HALL 5.2A /104<br />

FIJI ISLANDS HALL 5.2A /103<br />

KIRIBATI HALL 5.2A /104<br />

NEW CALEDONIA HALL 5.2A /102<br />

NEW ZEALAND HALL 5.2A /119<br />

NIUE HALL 5.2A /104<br />

PAPUA - NEW GUINEA HALL 5.2A /106<br />

SAMOA HALL 5.2A /104<br />

SOLOMON ISLANDS HALL 5.2A /104<br />

TAHITI<br />

(FRENCH POLYNESIA) HALL 5.2A /105<br />

TONGA HALL 5.2A /104<br />

TUVALU HALL 5.2A /104<br />

VANUATU HALL 5.2A /104<br />

What makes IPK International<br />

special: With its World Travel<br />

Monitor ® , IPK International has<br />

For further information please<br />

contact info@ipkinternational.com<br />

or visit www.ipkinternational.com<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


20 REGION<br />

OCEANIA<br />

FIJIAN<br />

TOURISM<br />

ATTRACTS<br />

NEW<br />

INVESTMENT<br />

THROUGH<br />

NATIONAL<br />

PROVIDENT<br />

FUND<br />

Fiji’s National<br />

Provident Fund<br />

CEO Aisake Taito<br />

has announced<br />

that investing in<br />

a growing and<br />

rewarding industry<br />

such as tourism<br />

provides the<br />

kind of return on<br />

investments his<br />

organisation is<br />

seeking.<br />

And those<br />

investments, said<br />

Mr Taito, ensure<br />

FNPF members<br />

are provided with<br />

quality employment<br />

opportunities. In Fiji,<br />

the tourism industry<br />

is regarded as the<br />

largest provider of<br />

jobs and the greatest<br />

earner of foreign<br />

exchange in the<br />

country.<br />

Investment projects<br />

include the Momi,<br />

Natadola and<br />

Grand Pacific Hotel<br />

projects with others<br />

potentially in the<br />

pipeline once these<br />

are completed.<br />

Mr Taito said FNPF<br />

believed there was<br />

greater potential in<br />

the sector and would<br />

continue to support<br />

the industry.<br />

“Tourism provides<br />

a very wide range<br />

of employment<br />

opportunities, from<br />

resort staff members<br />

such as cleaners,<br />

cooks, receptionists,<br />

security officers,<br />

accountants,<br />

taxi drivers, tour<br />

operators and to<br />

those outside the<br />

industry such as<br />

farmers who sell<br />

their produce to the<br />

resorts,” he said.<br />

Swimming with whales<br />

Still an Undiscovered<br />

Haven<br />

South Pacific Tourism Organisation promotes fishing,<br />

diving, romance and relaxation as topping the list of things<br />

to do across the region<br />

Described as an<br />

“undiscovered haven<br />

for travellers seeking<br />

new and unique<br />

experiences and direct<br />

connections from<br />

Singapore, Beijing,<br />

Manila, Bali, Seoul<br />

and Narita”, the South<br />

Pacific today plays a<br />

vital role in facilitating<br />

growth in Asia.<br />

The South Pacific Tourism<br />

Organisation recently<br />

rolled out its 2014<br />

marketing plans, and<br />

among the various travel<br />

trade and road shows<br />

planned, SPTO will be<br />

marketing the South<br />

Pacific to its traditional,<br />

long haul and emerging<br />

markets as well. This will<br />

include Australia, New<br />

Zealand for the short haul<br />

markets, North America,<br />

UK and Continental<br />

Europe for the long haul<br />

and China, South Korea<br />

and the rest of Asia for<br />

emerging markets.<br />

According to SPTO chief<br />

executive officer, Mr Ilisoni<br />

Vuidreketi, the choice to<br />

market the South Pacific in<br />

these countries is due to<br />

their ongoing purchasing<br />

strength: “The potential<br />

generated through<br />

favourable economic<br />

conditions in these parts<br />

of the world present the<br />

South Pacific in such a way<br />

as to attract the affluent<br />

traveller market,” he said.<br />

“For most Pacific island<br />

countries, Australia and<br />

New Zealand will remain<br />

their biggest tourism source<br />

markets for a long while<br />

and the SPTO does not<br />

project any major change<br />

in this. What the SPTO<br />

projects in the increase in<br />

numbers from emerging<br />

markets such as China in<br />

the future,” he said.<br />

In addition to this, SPTO<br />

also focuses on niche<br />

marketing, which includes<br />

the promotion of specific<br />

segments such as the<br />

fishing and dive market.<br />

“This is done through<br />

organized travel agent<br />

familiarization trips that<br />

are carried out annually<br />

at selected SPTO member<br />

countries,” he said.<br />

In terms of attractions in<br />

the South Pacific, culture<br />

remains to be the most<br />

sought after attraction<br />

for travellers across the<br />

region.<br />

“The SPTO is in the process<br />

of finalizing a research<br />

report on Cultural tourism<br />

in the region and this<br />

will be shared to all key<br />

tourism stakeholders to<br />

assist them in sustainably<br />

growing the tourism<br />

whilst still maintain their<br />

rich and diverse cultural<br />

heritage,” he said.<br />

Hall 5.2 A<br />

Stand 104<br />

MORE INFORMATION:<br />

www.spto.org<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


OCEANIA<br />

REGION<br />

21<br />

Building a<br />

Better Future<br />

in the South<br />

Pacific – Thanks<br />

to Better<br />

Monitoring and<br />

Evaluation<br />

Samoa<br />

The SPTO (South Pacific Tourism<br />

Organisation) has announced<br />

it is building on its monitoring<br />

and evaluation system. The<br />

overall objective of the Pacific<br />

Regional Tourism Capacity<br />

Building Programme (PRTCBP)<br />

is “to improve Pacific ACP states’<br />

economic integration through<br />

strengthened national systems<br />

and institutional frameworks<br />

to develop capacity, increase<br />

private sector competitiveness<br />

and increase international market<br />

access in the tourism sector.<br />

M & E specialist from Allen<br />

& Clarke, a Wellington based<br />

company, Ned Hardie-Boys said the<br />

review will help build the staff skills<br />

and ability to successfully monitor<br />

and evaluate progress towards<br />

the intended results of their work<br />

activities, and enable them to<br />

better understand the impact of<br />

their work activities and how it<br />

contributes to positive change in<br />

the tourism sector.<br />

“It’s about getting people to<br />

think about the difference they<br />

are making to people’s lives and<br />

businesses across the Pacific,<br />

rather than just focusing on what<br />

they are doing/delivering. And<br />

then, thinking critically about how<br />

they can make greater contribution<br />

in these areas by understanding<br />

what works well, what doesn’t and<br />

why,” he said.<br />

Hall 5.2 A<br />

Stand 104<br />

Hall 9<br />

Stand 316<br />

Sheraton First<br />

International Hotel<br />

Brand to Enter Samoa<br />

STARWOOD HOTELS & RESORTS DEBUTS IN<br />

SAMOA WITH TWO NEW HOTEL SIGNINGS<br />

Havannah<br />

Starwood Hotels &<br />

Resorts Worldwide, Inc<br />

has announced that it<br />

has signed definitive<br />

management agreements<br />

to operate the Aggie<br />

Grey’s Hotel & Bungalows<br />

and Aggie Grey’s Lagoon,<br />

Beach Resort & Spa on<br />

the island of Upolu Samoa.<br />

The hotels will join the<br />

Starwood Hotels & Resorts<br />

group immediately, and will<br />

re-launch as the Sheraton<br />

Samoa Aggie Grey’s Hotel<br />

and the Sheraton Samoa<br />

Aggie Grey’s Resort,<br />

respectively, by mid-<br />

2014 following extensive<br />

renovations. The signings<br />

mark Starwood’s debut<br />

into the region.<br />

Owned by the Grey family, who<br />

also have an association with<br />

Starwood on Le Meridien Resort<br />

in Tahiti, the Sheraton Samoa<br />

Aggie Grey’s Hotel and the<br />

Sheraton Samoa Aggie Grey’s<br />

Resort, will undergo multimillion<br />

dollar renovations to<br />

bring them up to Sheraton brand<br />

standards.<br />

“We are delighted to announce<br />

this partnership and build on<br />

our already strong relationship<br />

with the Grey Family,” said Sean<br />

Hunt, Regional Vice President,<br />

Starwood Hotels & Resorts,<br />

Pacific. The Grey family has<br />

been an institution in Samoa<br />

providing superior service<br />

and amenities since the early<br />

1900s.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


22 REGION<br />

OCEANIA<br />

Increased Partner Presence<br />

at Tourism Australia Stand<br />

Whether heading for the outback or to a chic city restaurant, Aussie<br />

quality and welcome are under the spotlight at <strong>ITB</strong> <strong>Berlin</strong><br />

Four years into Australia’s Tourism 2020 Plan, with highly ambitious targets, the goal of Tourism<br />

Australia – precisely identifying customer wants and needs – has been achieved. According to Eva<br />

Seller, Regional General Manager Continental Europe for Tourism Australia, the next stage implies<br />

targeting those markets that are best placed to help Australia deliver its growth targets…<br />

Eva Seller<br />

Regional General Manager<br />

Continental Europe for Tourism<br />

Australia<br />

Our biggest challenge is<br />

that there is continued<br />

competition globally for the<br />

tourism dollar and we need<br />

to ensure that Australia<br />

maintains or ideally even<br />

grows its market share in<br />

the global travel market.<br />

We know there are other<br />

destinations out there so<br />

we obviously need to stay<br />

very switched on and on<br />

the ball.<br />

Which destinations<br />

/ products will be<br />

particularly under the<br />

spotlight this year at <strong>ITB</strong><br />

<strong>Berlin</strong>, and why?<br />

Actually all of our state and<br />

territory tourism partners<br />

will be present at <strong>ITB</strong><br />

<strong>Berlin</strong>, which is fantastic<br />

for us. At this year’s <strong>ITB</strong><br />

<strong>Berlin</strong>, we are extremely<br />

happy because we have<br />

more stand partners than<br />

before. We have about 25<br />

(…) THERE IS A BIG PERCEPTION<br />

GAP CONCERNING FOOD AND<br />

WINE, BETWEEN THOSE WHO HAVE<br />

NOT BEEN TO AUSTRALIA AND<br />

THOSE WHO HAVE VISITED THE<br />

COUNTRY<br />

Hall 5.2A<br />

Stand 119<br />

partners for the Australian<br />

part of the stand, and<br />

we continue to share the<br />

stand with Tourism New<br />

Zealand. Western Australia<br />

and the Northern Territory<br />

are present this year at<br />

<strong>ITB</strong> <strong>Berlin</strong>, so that makes<br />

us very happy as well. A<br />

particular focus will be<br />

on high profile products,<br />

such as the Great Walks<br />

Initiative, and we actually<br />

have two operators on<br />

the stand that reflect that.<br />

One is the representative<br />

from the initiative itself,<br />

who represents The Great<br />

Walks overall and then we<br />

have a commercial partner<br />

called “Australian Walking<br />

Holidays” and they are<br />

attending <strong>ITB</strong> <strong>Berlin</strong> for<br />

the very first time. We will<br />

also place a particular<br />

focus on food and wine,<br />

because this is a major part<br />

of the travel experience.<br />

Extensive research has<br />

identified food and wine<br />

as a key interest point<br />

for tourists and we’ve<br />

developed a concept called<br />

“Restaurant Australia”.<br />

It turns our there is a big<br />

perception gap concerning<br />

food and wine, between<br />

those who have not been<br />

to Australia and those who<br />

have visited the country.<br />

The research project by<br />

BDA in Sydney found that<br />

only 26% of people outside<br />

Australia, who have not<br />

been there, associate<br />

the country with a good<br />

food and wine offering,<br />

which is pretty poor to be<br />

honest. But once people<br />

have been to Australia,<br />

over 60% ranked it<br />

straight after France and<br />

just ahead or just behind<br />

of Italy, and of course<br />

both of these markets<br />

are traditionally wellestablished<br />

food and wine<br />

countries. The nationals<br />

of some countries even<br />

rank it as #1. After being<br />

in Australia, visitors<br />

from China, the USA,<br />

France, India, Indonesia,<br />

Malaysia, the UK and<br />

South Korea, our country<br />

as the best place in the<br />

world for food and wine.<br />

Obviously for us, this gives<br />

us a great challenge - in<br />

closing or narrowing that<br />

gap between those who<br />

haven’t been and have a<br />

rather poor opinion and<br />

those who have been and<br />

say, “This is fantastic.” We<br />

know that we can deliver<br />

on that promise and<br />

that’s why this Restaurant<br />

Australia initiative is<br />

currently being worked<br />

on. It’s something that<br />

we will talk about at <strong>ITB</strong><br />

<strong>Berlin</strong>. It will be officially<br />

launched in May or June.<br />

Saffire-Freycinet / Marine-Farm-Experience<br />

How important is <strong>ITB</strong><br />

<strong>Berlin</strong> for the participants<br />

under the Aussie flag?<br />

As I mentioned, we<br />

have actually seen an<br />

increased take-up of<br />

the offer of becoming<br />

our stand partners. So<br />

from an Australian<br />

perspective, <strong>ITB</strong> <strong>Berlin</strong><br />

is and continues to be<br />

important. We believe <strong>ITB</strong><br />

<strong>Berlin</strong> is a great place to<br />

network, but also to get<br />

some insights on news<br />

and new travel trends.<br />

We know that most of our<br />

stand partners are there<br />

to make new contacts,<br />

but also to strengthen<br />

the existing business<br />

relationships and ideally<br />

develop some new leads,<br />

especially our inbound<br />

tour operators. For them,<br />

<strong>ITB</strong> <strong>Berlin</strong> is an invaluable<br />

opportunity to strengthen<br />

existing relationships and<br />

find new business. So<br />

for us, it continues to be<br />

important to be present<br />

at ITV and to inspire<br />

travellers to come to<br />

Australia.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


OCEANIA<br />

REGION<br />

23<br />

New Zealand Reaches Out<br />

to Luxury Market<br />

High net-worth individuals (HNWI) targeted as new key focus by the island nation<br />

© DR<br />

Travellers in the premium sector are increasingly looking for new and<br />

authentic experiences. Tourism New Zealand has recognised this fact and<br />

will be presenting its new strategy to industry professionals at <strong>ITB</strong> <strong>Berlin</strong>. We<br />

asked Gregg Anderson - Tourism New Zealand’s General Manager Western<br />

Markets what the main reasons are for this new marketing approach…<br />

Gregg Anderson<br />

Tourism New Zealand’s General Manager Western Markets<br />

Because very little data exists in the “niche”<br />

HNWI visitor sector, TNZ has begun a data<br />

collection and reporting process in partnership<br />

with the Luxury Lodges of New Zealand to<br />

collect visitor revenue data by country to<br />

benchmark the size of the NZ luxury travel<br />

market and to measure the results of its<br />

activities aimed at increasing revenue.<br />

TNZ says it intends to expand this data collection<br />

to include DMCs (Destination Management<br />

Company) and other luxury travel product<br />

providers. TNZ is also commissioning research<br />

and contact databases from WealthX and UBS<br />

to target family office travel advisors, private<br />

bank travel concierges and other HNWI travel<br />

advisors and influencers.<br />

TNZ will be joining the International Luxury<br />

Marketing Council with local chapters in the<br />

Hall 5.2A<br />

Stand 119<br />

Tourism New Zealand<br />

has established a longterm<br />

strategy in order to<br />

increase the number of<br />

high value visitors to the<br />

destination. New Zealand’s<br />

luxury product and the<br />

experiences that our diverse<br />

landscapes offer, provides<br />

a world-class destination<br />

for a luxury market that<br />

demands authenticity,<br />

exclusivity and experiential<br />

travel.<br />

What is the current state<br />

of the HNWI market in NZ<br />

and what are the main<br />

potential source markets?<br />

Primary targets are key<br />

source markets with the<br />

highest concentration of<br />

HNWI’s including North<br />

America, Europe and<br />

Asia. The UK, Germany<br />

and France hold 90% of<br />

Europe’s high net worth<br />

INSIGHTS – TNZ COMMISSIONS<br />

NEW RESEARCH<br />

US, Europe and Asia that will help provide<br />

access to local marketing partners and media<br />

as well as provide valuable insights into the<br />

luxury travel trends within those regions.<br />

Additional insights from TNZ and MBIE will be<br />

made available to NZ luxury travel trade via<br />

the TNZ travel trade website.<br />

individuals, so this is a<br />

key focus for Tourism New<br />

Zealand, along with the<br />

US, which remains the<br />

leader in terms of luxury<br />

consumption. China, Japan<br />

and Hong Kong will be key<br />

markets for our Premium<br />

team in Asia.<br />

What in particular are you<br />

doing to develop this sector<br />

as a DMO?<br />

We have established<br />

a premium strategy<br />

targeted with increasing<br />

the awareness of New<br />

Zealand as a unique<br />

luxury destination, and<br />

in place to increase the<br />

overall revenue of the<br />

New Zealand luxury sector<br />

year on year. The latest<br />

additions to the Tourism<br />

New Zealand team include<br />

Premium Trade Managers<br />

in Europe, North America<br />

and Asia to penetrate the<br />

key markets and work with<br />

premium travel sellers in<br />

these regions. Kate Fenton<br />

has recently started as the<br />

Premium Trade Manager<br />

for Europe and is based in<br />

our London office.<br />

.<br />

Are there any particular<br />

attractions or properties at<br />

<strong>ITB</strong> <strong>Berlin</strong> that should be<br />

underlined?<br />

Tourism New Zealand’s <strong>ITB</strong><br />

<strong>Berlin</strong> stand is supported<br />

by some key partners and<br />

suppliers representing<br />

the destination’s product.<br />

They are on hand to<br />

provide information on<br />

our luxury properties and<br />

new additions to New<br />

Zealand’s accommodation<br />

portfolio. In Queenstown,<br />

the recently opened luxury<br />

wellness centre, Aro Ha<br />

THE UK,<br />

GERMANY<br />

AND FRANCE<br />

HOLD 90%<br />

OF EUROPE’S<br />

HIGH NET<br />

WORTH<br />

INDIVIDUALS,<br />

SO THIS IS A<br />

KEY FOCUS<br />

FOR TOURISM<br />

NEW<br />

ZEALAND<br />

and The Lodge properties<br />

at Hills Golf Course are the<br />

latest additions, and in the<br />

North Island the Kinloch<br />

Club is expanding with the<br />

launch of a 5-star luxury<br />

lodge and 26 luxury villas<br />

due to open in late 2014.<br />

How important will <strong>ITB</strong><br />

<strong>Berlin</strong> be in terms of<br />

marketing towards this<br />

potential market?<br />

<strong>ITB</strong> <strong>Berlin</strong> remains a key<br />

platform for Tourism<br />

New Zealand in terms of<br />

showcasing new product,<br />

engaging with our valued<br />

tour operators and agents<br />

who we have worked<br />

with and supported for a<br />

number of years, as well<br />

as sourcing new contacts.<br />

We’re encouraged by the<br />

spotlight on Luxury that<br />

<strong>ITB</strong> <strong>Berlin</strong> has planned for<br />

2014.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


24 REGION<br />

OCEANIA<br />

Adventure or<br />

Romance with a<br />

French Touch<br />

New Caledonia reports 10% growth<br />

in inbound tourists from European<br />

regions in 2013<br />

Michel<br />

Monvoisin<br />

President Tourism Board<br />

of Tahiti Tourism<br />

(and CEO of Air Tahiti Nui)<br />

New Luxury<br />

Resort at<br />

Heart of<br />

Tahiti’s<br />

Promotional<br />

Activity at<br />

<strong>ITB</strong> <strong>Berlin</strong><br />

After ten years of intensified marketing, New Caledonia continues<br />

on its mission to attract more European tourists to the paradise<br />

destination.<br />

According to Jean-Michel Foutrein,<br />

director of the New Caledonia tourism<br />

bureau, inbound tourism is evolving<br />

in a positive way: “New Caledonia<br />

is a very diversified destination<br />

with many exceptional features<br />

for a demanding clientele,” says<br />

Mr Foutrein. “Australians and New<br />

Zealanders are mostly interested<br />

in the French Gourmet cuisine<br />

and unique combination of French<br />

and Melanesian cultures, Italians<br />

are seeking for the most romantic<br />

honeymoon spot with white sandy<br />

beaches and turquoise lagoon,<br />

French visitors are very active on<br />

the islands and Germans are big<br />

explorers, enjoying the awesome<br />

landscapes, the untouched nature<br />

and of course water activities such<br />

as sailing and diving.”<br />

NEW RESORTS<br />

OPENING<br />

According to Mr Foutrein, tourism<br />

is developing in a “sustainable way”<br />

in this Pacific archipelago, with two<br />

major new openings. Hilton Nouméa<br />

La Promenade Résidences opened<br />

last November and the Sheraton<br />

New Caledonia Deva Resort and<br />

Spa, integrated in a nature reserve<br />

will open mid 2014. The hotel<br />

comes with 180 guest rooms, suites<br />

and private bungalows and will<br />

be located about 90 minutes from<br />

the international airport Tontouta,<br />

between the turquoise water and<br />

green tropical gardens. There will be<br />

Hall 5.2 A<br />

Stand 102<br />

a wide range of sports and cultural<br />

activities that will be integrated step<br />

by step in the natural and cultural<br />

surrounding of the resort. Guests can<br />

enjoy some water sports activities<br />

like snorkeling, kayak, stand-up<br />

paddling or diving and there are<br />

some great routes for wanderers<br />

and hikers. The resort looks out over<br />

the UNESCO World Heritage lagoon<br />

and reefs with a land area of 8,000<br />

hectares.<br />

Looks strange ...<br />

make bigger maybe<br />

The tourism bureau of New Caledonia<br />

is planning a fam trip for travel agents<br />

and product managers again this<br />

year. “Experiencing a destination,<br />

getting to know the products is the<br />

best way to sell it”, says Mr Foutrein.<br />

“Together with our airline Aircalin<br />

and different hotel partners, we will<br />

welcome these guests to discover<br />

the secluded archipelago of New<br />

Caledonia.”<br />

<strong>ITB</strong> <strong>Berlin</strong> will again this year be a<br />

very important showroom for the<br />

destination, says Mr Foutrein. “It<br />

gives is the opportunity to be seen<br />

on the B2B market and reach most<br />

of the European buyers. We started<br />

to actively promote New Caledonia<br />

in the German speaking markets less<br />

than ten years ago and we are proud<br />

to say that the figures are growing.<br />

For 2013 we registered an increase<br />

in visitors of 10%.”<br />

In recent times, since taking the helm of Air Tahiti Nui<br />

as well as the Presidency of GIE Tahiti Tourism, Michel<br />

Monvoisin has been credited with turning business<br />

around for the better. While inbound figures from Europe<br />

have been relatively flat for 2013, healthy growth is<br />

forecast for 2014 (i.e. 8% for Germany). We asked Mr<br />

Monvoisin to tell us more about what trade professionals<br />

can find at his destination’s stand…<br />

We will highlight the new luxury<br />

eco resort “The Brando”. It will<br />

open in 2014 and is a unique luxury<br />

property on French Polynesia’s<br />

breathtakingly beautiful atoll of<br />

Tetiaroa. Tetiaroa is composed<br />

of 12 small islands surrounding<br />

a spectacular three-mile wide<br />

lagoon.<br />

The entire atoll is encircled by a<br />

vibrant coral reef that abounds<br />

with sea life. Access to the<br />

island is by private plane. The<br />

20-minute plane flight from<br />

Tahiti provides an awe-inspiring<br />

introduction to the island.<br />

Marlon Brando fell in love with<br />

Tetiaroa when filming Mutiny<br />

on the Bounty, and it was his<br />

retreat for over three decades.<br />

The Brando resort was inspired<br />

by Marlon Brando’s original<br />

vision to create a venture of<br />

sustainable development that<br />

resonates with visitors and<br />

fosters opportunities to get to<br />

know both the place and people<br />

of French Polynesia.<br />

Do you have any new<br />

promotional activities that are<br />

being announced at <strong>ITB</strong> <strong>Berlin</strong>?<br />

Our new and highly appreciated<br />

Travel Planer will come out in<br />

April and can be ordered at<br />

the Tahiti Tourism German<br />

office. We will participate in the<br />

Dertour Roadshow and will offer<br />

participation at “tiaré “ travel<br />

agents program and conduct a<br />

tiaré agent fam trip end of 2014.<br />

How important is <strong>ITB</strong> <strong>Berlin</strong> as<br />

part of your global marketing<br />

plan?<br />

<strong>ITB</strong> <strong>Berlin</strong> is an integral<br />

component of our promotion<br />

activities and an ideal<br />

platform for our private sector<br />

representatives to meet with all<br />

important business partners.<br />

[WE WILL]<br />

CONDUCT<br />

A TIARÉ<br />

AGENT FAM<br />

TRIP END<br />

OF 2014<br />

Hall 5.2 A<br />

Stand 105<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


EDUCATION / EMPLOYMENT<br />

SPECIAL FEATURE<br />

25<br />

Developing Future Talent<br />

When great minds are endowed with the right education, the future is assured<br />

With fast growing hotel markets in some parts of the world, the question is whether the<br />

supply of talent can keep up with the demand. We asked André Witschi, President of the<br />

legendary Ecole hôtelière de Lausanne to give us an overview of the current scenario<br />

for hotel management training the way he sees it…<br />

André Witschi<br />

President of the Board of Governors<br />

- Ecole hôtelière de Lausanne (EHL)<br />

in Lausanne, Switzerland<br />

A LARGE<br />

NUMBER OF<br />

THE “MEILLEURS<br />

OUVRIERS DE<br />

FRANCE” ARE<br />

TEACHING AT<br />

EHL.<br />

At the end of the day, the market<br />

needs young people who are<br />

able to manage the business<br />

and to fill their career within<br />

this industry. But you have to be<br />

very careful when you talk about<br />

hotel schools because you have<br />

establishments of all levels and it<br />

has become “just a business” for<br />

some schools, which is not good<br />

for the young people because<br />

education must be very serious.<br />

Those who suffer in those cases<br />

are the students, because they<br />

may get a nice diploma, but no<br />

content. What is needed - and<br />

I think therefore the Europeans<br />

are very strong in this sense –<br />

is an excellent balance between<br />

vocational training and academic<br />

education.<br />

What’s changing in the actual<br />

wants or demands of hotel<br />

groups and owners when it<br />

comes to finding the right<br />

recruits for their hotels today?<br />

What kind of people are they<br />

looking for and what kind of<br />

qualifications do they need?<br />

If you want to be a good leader<br />

in this industry, you must know<br />

what your people do, because<br />

at the very end, it’s a twocolumn<br />

business. One is the<br />

real estate and the other one is<br />

the task field, where you must<br />

make a difference if you want<br />

to be successful in this industry.<br />

You can build nice hotels very<br />

easily, but to build a good team,<br />

you need people who have the<br />

competence in all these fields or<br />

people who are able to lead the<br />

teams in these hotels.<br />

Is it harder or easier to run a<br />

hotel today than it was, say 10<br />

or 20 years ago?<br />

It’s difficult to say. Today, things<br />

are on the one hand more<br />

transparent and at the same<br />

time more complex. You know,<br />

looking back when I was young,<br />

working in the front office, we<br />

had different rates for the Asian<br />

market, for the US market, for<br />

South America, or for other<br />

countries, because we had a link<br />

into these markets and there was<br />

very little flow of information<br />

between them. Today, you can<br />

forget that, because everything<br />

is very transparent and all<br />

the OTAs and other ways of<br />

distribution make life more<br />

complicated. If you go back to<br />

the daily business in a hotel,<br />

then I wouldn’t say that there<br />

is a big, big difference. There is<br />

just normal technical evolution,<br />

but nevertheless the job is still to<br />

welcome people and to satisfy<br />

their needs.<br />

You moved into your new role<br />

at EHL early 2012. What’s new<br />

at the school since then?<br />

I follow the path of my<br />

predecessor Marco Torriani and<br />

our founder Jacques Tschumi.<br />

We continue to enlarge with<br />

high competencies the faculty<br />

in order to respond to the<br />

growth of our students, at this<br />

time a little over 2400. Indeed a<br />

large number of the “Meilleurs<br />

Ouvriers de France” are teaching<br />

at EHL. We have re-launched the<br />

international advisory board for<br />

the school in which a number of<br />

the leaders from worldwide top<br />

hotels and hotel groups are able<br />

to gather together to discuss<br />

what is needed in the industry<br />

for the future.<br />

EHL Remains the Reference<br />

According to a TNS Sofres survey<br />

conducted in summer 2013 among<br />

232 managers and recruiters from<br />

the hotel world, Ecole hôtelière de<br />

Lausanne remains the benchmark<br />

school for hotel management<br />

training.<br />

The winners’ rostrum is made up<br />

solely of Swiss institutions since in<br />

second place, behind EHL we find<br />

the Glion Institut des Hautes Etudes,<br />

while Les Roches comes third.<br />

The respondents had to choose from<br />

a list of 86 reputed institutions the<br />

school which they considered to<br />

be among the best in the world in<br />

terms of recruitment of graduates for<br />

an international career in the hotel<br />

industry.<br />

Top 10 International Hospitality Management Schools in the World for an<br />

International Career in Luxury Hotels.<br />

Based on frequency of school selection by luxury hotel managers. Sample Size: 2323 respondents<br />

% of Respondents<br />

Institution Country that Ranked School in Top<br />

10 Worldwide<br />

1 Ecole hôtelière de Lausanne Switzerland 67%<br />

2 Glion Institut of Higher Eduction, Glion & Bulle Switzerland 61%<br />

3 Les Roches, International School of Hotel Management, Bluche Switzerland 59%<br />

4 Cornell University USA 53%<br />

5 Hotel School The Hague Netherlands 40%<br />

6 Les Roches, International School of Hotel Management, Marbella Spain 28%<br />

7 Oxford Brookes University United Kingdom 23%<br />

8 Blue Mountain International Hotel Management School, Leura Australia 21%<br />

9 Hotel School Vatel France 20%<br />

10 César Ritz Colleges, Le Bouveret, Brig Switzerland 19%<br />

Source: TNS Sofres<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


26 SPECIAL FEATURE<br />

YOUTH TRAVEL<br />

The Evolving Youth Travel Market<br />

New trends revealed thanks to updated research by WYSE<br />

© DR<br />

The potential of the market for youth travel continues to grow and evolve, and this year<br />

at <strong>ITB</strong> <strong>Berlin</strong>, WYSE, the World Youth Student and Educational Travel organisation, will be<br />

lobbying governments and tourism authorities for greater recognition of the sector. We<br />

asked the organisation’s Director General, David Chapman, just how important this market<br />

is at the moment…<br />

David<br />

Chapman<br />

Director General,<br />

WYSE<br />

The value of youth<br />

travel in 2012 stood<br />

at $183 billion and<br />

the estimates for<br />

2013 are about an<br />

increase of 5 to<br />

8%. According to<br />

the UNWTO, youth<br />

travellers account<br />

for nearly 20%<br />

of international<br />

arrivals across the world,<br />

so it’s a huge marketplace.<br />

We aim to represent the<br />

value of these travellers to<br />

all the people involved in<br />

tourism so that the sector<br />

is not overlooked and so<br />

people realise that this is<br />

the foundation of travel for<br />

the future. Our data shows<br />

quite clearly that people<br />

who go to a destination as a<br />

young traveller – perhaps in<br />

their late teens or early 20s –<br />

WE’VE SEEN A GROWTH IN<br />

THE IMPORTANCE OF THE<br />

FLASH PACKER - THE CASH<br />

RICH, TIME POOR YOUNG<br />

TRAVELLER.<br />

will return later in life, either<br />

with a partner or a family, or<br />

even in retirement years…<br />

but most people go back to<br />

destination they went to in<br />

younger years.<br />

The New Horizons III study<br />

by WYSE, published a few<br />

months ago, is a highly<br />

detailed new look at this<br />

increasingly interesting<br />

sector. What groundswell<br />

trends were uncovered by<br />

this study?<br />

The new study really helps<br />

us to show that the youth<br />

traveller is travelling as<br />

much as ever, and the<br />

growth in youth travel is<br />

very continuous. Indeed,<br />

youth travel has grown<br />

more rapidly than traditional<br />

travel. We also know<br />

that when the economy<br />

has slowed and jobs are<br />

harder to obtain, young<br />

people tend to travel; so<br />

the industry has a degree of<br />

resistance to recession over<br />

the more traditional tourism<br />

markets. We have seen huge<br />

growth in the use of social<br />

media and technology in<br />

researching and planning<br />

as well as in booking, and<br />

there has been huge growth<br />

in the number of digital<br />

sources that are consulted<br />

prior to booking a trip.<br />

We’ve seen more and more<br />

elements of a trip being<br />

booked online. Particularly<br />

accommodation is now<br />

being booked via mobile<br />

devices - almost one night to<br />

the next! Between 2007 and<br />

2012 there has been about<br />

40% growth in the use of<br />

hostel booking applications<br />

for reserving the next leg of<br />

one’s accommodation. Low<br />

cost carriers have grown<br />

significantly again at the<br />

number of people using<br />

low-cost carriers have<br />

grown as the availability of<br />

low cost fares has increased<br />

dramatically. The other<br />

factor that is interesting is<br />

the resistance to “problems”<br />

in an area because of the<br />

availability of information<br />

about the destination, even<br />

if that destination has some<br />

type of problem. If we take<br />

the case in point of Greece<br />

two years ago, the country<br />

was being portrayed as<br />

having enormous civil<br />

unrest, but in actual fact<br />

that was not the case and<br />

the young traveller was<br />

able to research and find<br />

out exactly what was<br />

happening. They are happy<br />

to travel to an area if they<br />

are able to gain sufficient<br />

information about how safe<br />

it is and whether they can<br />

avoid any trouble hotspots.<br />

It’s important for them to<br />

have access to Wi-Fi, so<br />

they can talk about what’s<br />

happening in a destination.<br />

This is the cheapest and<br />

one of the most effective<br />

methods to communicate<br />

how good a destination is.<br />

For a young traveller, their<br />

highest reference points for<br />

any destination are friends<br />

and family.<br />

There seems to be a change<br />

in travel “style” as well…<br />

Yes, this is what we call the<br />

“flash packer”. We’ve seen<br />

a growth in the importance<br />

of the flash packer - the<br />

cash rich, time poor young<br />

traveller. These people want<br />

to go to destinations, they<br />

want to visit an area, stay<br />

in quality but not expensive<br />

accommodation, they want<br />

to remain connected. They<br />

do a lot of research and<br />

want to pack a lot of stuff<br />

Youth Travel<br />

Facts & figures<br />

into a short period of time.<br />

They want to be slightly off<br />

the tourist trail, however.<br />

They want to find the more<br />

interesting parts of a city<br />

or destination, interact<br />

more with local people and<br />

understand more about<br />

local culture. In terms of<br />

their travel style it’s true that<br />

there has been huge growth<br />

in the past five years of the<br />

“designer hostel”. A designer<br />

hostel still gives these<br />

young travellers the social<br />

elements, so they can still<br />

interact with other people<br />

staying in a hostel. Some of<br />

the three-star hotel groups<br />

are realising that they’re<br />

losing out on this market<br />

sector and are trying to<br />

move into the marketplace,<br />

but the hotel model doesn’t<br />

quite fit the hostel model<br />

because the hostel model<br />

has this social element. We<br />

always say the S in hostel<br />

stands for “social” and that’s<br />

the little bit the hotels can’t<br />

necessarily compete on.<br />

Young people around the world are travelling more, spending<br />

more and exploring new destinations, according to travel<br />

industry experts at last year’s World Travel Monitor forum.<br />

Youth travel was long seen as a small part of the travel<br />

and tourism industry, characterised by cheap prices and<br />

low spending. However, the picture has changed in recent<br />

years, according to diverse studies. The World Tourism<br />

Organization (UNWTO) estimates that youth travel generated<br />

US$ 182 billion in international tourism receipts in 2012, and<br />

represented more than 20% of the more than one billion<br />

international arrivals.<br />

The average cost of a trip by a young person amounted to<br />

US$ 910. The number of international trips by young people<br />

might increase from 200 million trips a year at present to<br />

300 million by 2020, UNWTO has predicted. The European<br />

youth travel market represents nearly half of the global<br />

market with some 93 million outbound trips by 15-29 yearolds<br />

in 2011, according to IPK International’s European Travel<br />

Monitor. With a 23% share, youth travel has a similar share of<br />

the European market as worldwide.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


RESPONSIBLE TOURISM<br />

SPECIAL FEATURE<br />

27<br />

© Blue Yonder<br />

BLUE YONDER – Winners of TO DO!2012 Award<br />

TO DO!2013 Awards<br />

- <strong>ITB</strong> <strong>Berlin</strong> Spotlights Socially<br />

Responsible Tourism<br />

The future of tourism will also<br />

depend on its ability to develop<br />

in a socially responsible way.<br />

On Wednesday 5 th March, the TO<br />

DO!2013 awards ceremony will<br />

see the presentation of trophies<br />

and certificates to tourism<br />

THE<br />

FUTURE OF<br />

TOURISM WILL<br />

ALSO DEPEND<br />

ON ITS ABILITY<br />

TO DEVELOP IN<br />

A SOCIALLY<br />

RESPONSIBLE<br />

WAY.<br />

related projects and measures<br />

which respect the interests of<br />

the local population during<br />

planning and implementation.<br />

Main criterion to award a<br />

tourism project or measure<br />

a TO DO! is the involvement<br />

of the different interests and<br />

requirements of the local<br />

people through participation<br />

from the beginning and<br />

during the planning and<br />

implementation phases (for<br />

example by information, by<br />

interviews, by discussion and<br />

by creative participation in the<br />

decision-making process).<br />

THE FOLLOWING ASPECTS<br />

ARE CONSIDERED:<br />

Awareness Raising- Enhancing<br />

the awareness of the local<br />

people with regard to the<br />

chances and risks of tourism<br />

development in their economic,<br />

social and cultural life;<br />

Wide-ranging benefit-<br />

Participation of a broad local<br />

population strata in the positive<br />

economic, social and cultural<br />

effects of tourism;<br />

Qualified jobs in tourism-<br />

Guarantee of the attractiveness<br />

of jobs in tourism for the local<br />

people by improving working<br />

conditions relative to payment,<br />

social security, working hours as<br />

well as education and training;<br />

Strengthening of identity-<br />

Strengthening the local culture<br />

and the cultural identity<br />

of people living in tourism<br />

destination areas;<br />

Minimisation/avoidance<br />

of damage- Avoiding and<br />

minimising any social and<br />

cultural damage caused by<br />

tourism in tourism destination<br />

areas.<br />

The ceremony will be opened<br />

by Dr. Dietlind von Laßberg,<br />

Stellv. Vice Chairwoman of the<br />

Board, Institute for Tourism<br />

and Development and Laudatio<br />

Laudatio - Federal Ministry for<br />

Economic Cooperation and<br />

Development.<br />

Wednesday, 5 th March<br />

2:30 p.m. – 4:00 p.m.<br />

Hall 4.1<br />

Followed by a get-together<br />

with the award winners<br />

<strong>ITB</strong> BERLIN<br />

PROMOTES<br />

SAFER TRAVEL,<br />

UNDERPINNING<br />

“BERLIN<br />

AIDS-HILFE”<br />

PROJECT<br />

PRESENT FOR THE FIFTH YEAR AT<br />

THE <strong>ITB</strong>, THE BERLIN AIDS-HILFE<br />

(BAH) SEES ITS PRESENCE AS A<br />

WAY TO INFORM AND REMIND<br />

PEOPLE OF PLAYING CAREFUL<br />

WHEN ON HOLIDAYS, AND ALSO<br />

TO SHOW SOLIDARITY WITH HIV-<br />

POSITIVE TRAVELLERS.<br />

“We have been here for five<br />

years and we think <strong>ITB</strong> <strong>Berlin</strong><br />

is the right place to convey our<br />

message of playing safe when<br />

travelling abroad”, says Ralf<br />

Ehrlich, President of the charitable<br />

organisation <strong>Berlin</strong> Aids-Hilfe<br />

(BAH) – “Hilfe” meaning “help” in<br />

German.<br />

In <strong>Berlin</strong>, the association has<br />

been campaigning for the social<br />

acceptance of HIV-positive people,<br />

human rights, participation,<br />

inclusion and solidarity for more<br />

than 25 years. Services include<br />

counselling and escorting people,<br />

providing an opportunity to join<br />

groups for HIV-positive persons,<br />

educating young people through<br />

a specific programme and finally,<br />

offering HIV tests.<br />

“At <strong>ITB</strong> <strong>Berlin</strong>, we want to remind<br />

people to play safe and have the<br />

right behaviour when they go on<br />

holiday”, says Ehrlich. “We will<br />

never remind enough travellers<br />

how they can protect themselves.<br />

We also advise about countries<br />

where HIV-positive people are not<br />

welcome.”<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


28 SPECIAL FEATURE<br />

RESPONSIBLE TOURISM<br />

Putting Your Greenest<br />

Foot Forward<br />

The <strong>ITB</strong> CSR day defines solid bases<br />

for avoiding “greenwashing”<br />

Hall 25<br />

Stand 135<br />

Jenny Rushmore<br />

Director, Responsible Travel TripAdvisor<br />

For the past few years, it has become a headache to properly define how<br />

“green” or “sustainable” a hotel can be. Sustainability-oriented marketing<br />

communication is often interpreted as “green-washing” and customers<br />

can’t keep up with the countless sustainability seals anymore. So customer<br />

reviews addressing sustainability are often are often regarded as more<br />

credible. TripAdvisor’s Green Leaders program evaluates those comments.<br />

The analysis of these customer reviews, supplemented by studies of Harvard<br />

University, will be presented to the public for the first time in the CSR<br />

Day at <strong>ITB</strong> <strong>Berlin</strong>. With a hefty background in corporate sustainability,<br />

Jenny Rushmore was brought in to TripAdvisor by CEO Steven Kaufer in<br />

March 2012, charged with making environmentally responsible travel more<br />

accessible to the environmentally conscious consumer, and in April 2013,<br />

she launched the TripAdvisor Green Leaders’ Program. We asked her how<br />

the program works.<br />

It is a program that makes<br />

it easier for TripAdvisor<br />

users to identify hotels that<br />

have green practices, and<br />

it also encourages hotels<br />

to do more because of the<br />

transparency of TripAdvisor.<br />

It’s totally free for hotels and<br />

at this point we have over<br />

3,600 properties in the US,<br />

which makes this, by quite<br />

a wide margin, the largest<br />

green hotel Program of its<br />

kind in the US and one of<br />

the largest in the world<br />

at this point. We will be<br />

expanding into Europe in<br />

the near future.<br />

What does responsible<br />

travel really mean?<br />

Responsible travel can<br />

encompass many different<br />

areas. We have only just<br />

started in our journey at<br />

TripAdvisor, so our first<br />

step is focussing mostly<br />

on the environment.<br />

The Green Leaders’<br />

Program is primarily<br />

environmental. The idea<br />

of having environmentally<br />

responsible practices in the<br />

hotel is certainly becoming<br />

increasingly common.<br />

Properties that receive the<br />

highest scores range from<br />

luxurious, expensive hotels<br />

through to budget chain<br />

properties, small B&B’s and<br />

motels. It’s clear that a lot<br />

of people have the basic<br />

messages and are starting<br />

to do the right thing, but I<br />

think there is still a lot of<br />

room for improvement. We<br />

are highlighting properties<br />

WE<br />

ARE HOPING<br />

TO EDUCATE<br />

THE PUBLIC,<br />

AND<br />

ENCOURAGE<br />

OTHER<br />

HOTELS TO<br />

LOOK<br />

TOWARDS<br />

THE ROLE<br />

MODELS,<br />

THINKING ‘IF<br />

THEY CAN DO<br />

IT, SO CAN I’<br />

that are doing all the best<br />

practices, explaining<br />

exactly why a hotel is in the<br />

program and what they do.<br />

We are hoping to educate<br />

the public, and encourage<br />

other hotels to look towards<br />

the role models, thinking ‘if<br />

they can do it, so can I’.<br />

Which are the most<br />

inspiring examples of<br />

hotels that are moving<br />

towards responsible<br />

tourism?<br />

One is the Los<br />

Poblanos Historic Inn in<br />

Albuquerque, New Mexico.<br />

They actually have an<br />

entire working organic<br />

farm on their property.<br />

We also have a Super 8<br />

hotel in Ukiah, California.<br />

It is a small budget hotel,<br />

however they have an<br />

amazing environmental<br />

Program, and are one of the<br />

highlights of the Wyndham<br />

Chain, including ideas like<br />

an electric car charging<br />

station and biodegradable<br />

toiletries. We have found<br />

that on average, hotels that<br />

are in the Green Leaders’<br />

Program have a 20% higher<br />

TripAdvisor rating than<br />

those that aren’t. I’m not<br />

going to say they have the<br />

higher rating because of the<br />

Green Leaders’ Program,<br />

as at the moment we don’t<br />

have enough data to prove<br />

that, but what I do think is<br />

interesting is that quite a<br />

lot of people still had this<br />

assumption that staying in<br />

a “green” hotel meant you<br />

had to sacrifice something.<br />

And what’s clear from<br />

the fact they have higher<br />

TripAdvisor ratings is that<br />

this is not the case at all.<br />

What will your key<br />

messages be at <strong>ITB</strong> <strong>Berlin</strong><br />

during CSR Day?<br />

That it’s possible for<br />

any hotel to improve its<br />

environmental footprint.<br />

We have a massive<br />

diversity of hotels that<br />

have joined the program,<br />

and sometimes we hear<br />

from one who says, ‘we<br />

can’t do this because we<br />

are luxury; or we are<br />

budget; or because of the<br />

part of the country we are<br />

in…” And we have seen,<br />

with around 4,000 hotels in<br />

the program, that virtually<br />

anybody can do it. There<br />

are ways for all types of<br />

properties, all sizes, and<br />

at all levels of the market,<br />

to really improve their<br />

footprint, and that’s been<br />

a great realisation we<br />

have had running this<br />

program.<br />

DON’T MISS<br />

Jenny Rushmore’s speech<br />

at CSR Day – “Overcoming<br />

Green Fatigue: How To<br />

Talk To Guests About<br />

Sustainability”,<br />

> Friday, 7 th March, 3.15<br />

- 4.00 pm<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


RESPONSIBLE TOURISM<br />

SPECIAL FEATURE<br />

29<br />

Stopping Child Abuse<br />

in Tourism<br />

One hundred and twenty-five thousand strong tourism defence<br />

force trained to protect children<br />

At <strong>ITB</strong> <strong>Berlin</strong>, The Code will be sharing interactive demonstrations of its online training programme<br />

- over one hundred and twenty-five thousand tourism professionals have been trained through over<br />

the past year to help protect children from sexual exploitation in contexts of travel and tourism.<br />

Around the world, an<br />

estimated 2 million children<br />

are sexually exploited<br />

every year in contexts<br />

of travel and tourism.<br />

Offenders use services and<br />

the infrastructure of the<br />

industry in order to travel<br />

to developing countries<br />

where poverty, lack of<br />

enforcement of laws, low<br />

awareness of the crime<br />

at the destination leave<br />

children more vulnerable.<br />

Fighting this, The Code, a<br />

voluntary code of conduct<br />

for the protection of children<br />

in travel and tourism, will<br />

be present at <strong>ITB</strong> <strong>Berlin</strong> to<br />

provide awareness, tools<br />

and support to tourism<br />

companies to help end<br />

the sexual exploitation<br />

of children in contexts of<br />

travel and tourism. A special<br />

spotlight will be placed this<br />

year on Thailand.<br />

Member companies signing<br />

The Code agree to take six<br />

concrete actions that will<br />

help to keep children safe,<br />

including implementing<br />

child protection policies and<br />

procedures, and training<br />

staff how to recognize and<br />

report suspected abuse.<br />

The Code’s presence at<br />

<strong>ITB</strong> <strong>Berlin</strong> is sponsored<br />

as part of a development<br />

partnership with Code<br />

member companies Kuoni<br />

Travel Holdings, Accor<br />

Hotels, TUI Travel, and <strong>ITB</strong><br />

<strong>Berlin</strong> Messe as part of the<br />

develoPPP.de programme<br />

that Deutsche Gesellschaft<br />

für Internationale<br />

Zusammenarbeit (GIZ)<br />

implements on behalf of the<br />

German Federal Ministry for<br />

Economic Cooperation and<br />

Development (BMZ).<br />

Matthias Leisinger, Head of<br />

Corporate Responsibility at<br />

Kuoni Group, Switzerland’s<br />

largest travel company<br />

and Top Member of The<br />

Code and Chairman of The<br />

Code’s Board of Directors,<br />

explains, “It is important<br />

that staff learn how to<br />

recognise abuse and also<br />

that they feel empowered<br />

to speak up when they see<br />

something untoward.”<br />

On Wednesday 5 March,<br />

The Code will host a panel<br />

discussion entitled “Is there<br />

a place for child protection<br />

in tourism?” All companies<br />

looking to extend the<br />

breadth of their responsible<br />

tourism programs are<br />

invited to attend. Some<br />

of The Code’s member<br />

companies will also be<br />

presenting their work at a<br />

Business Talk session on<br />

Thursday 6 March hosted<br />

by The Code’s local partner,<br />

ECPAT Germany.<br />

IT IS IMPORTANT THAT STAFF<br />

LEARN HOW TO RECOGNISE<br />

ABUSE AND ALSO THAT THEY FEEL<br />

EMPOWERED TO SPEAK UP WHEN<br />

THEY SEE SOMETHING<br />

UNTOWARD.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


ADVENTURE TOURISM<br />

SPECIAL FEATURE<br />

31<br />

Trends in Adventure Travel<br />

ATTA again leverages power of <strong>ITB</strong> <strong>Berlin</strong> to “grow the tribe”<br />

© DR<br />

Hall 20<br />

Stand 120<br />

Shannon<br />

Stowell<br />

President, ATTA<br />

They are described as a catalyst, a hub, a refuge and a facilitator. The Adventure Travel Trade<br />

Association (ATTA) is a close partner of <strong>ITB</strong> <strong>Berlin</strong>, boasting a thriving community of more than<br />

800 responsible, profitable businesses, destinations and media who transform customers and<br />

businesses alike into advocates for sustainability and justice worldwide. Association President,<br />

Shannon Stowell will be Master of Ceremonies at the CSR Day of the <strong>ITB</strong> <strong>Berlin</strong> Convention on<br />

Friday 7th March. We asked him what the link is between CSR and adventure travel…<br />

We went out to consumers<br />

and asked them to define<br />

adventure travel and we<br />

found three main themes:<br />

nature, culture and activity.<br />

Nature and culture are<br />

specifically very fragile and<br />

prone to over-exploitation<br />

and destruction, so the<br />

adventure travel industry is<br />

IT’S A TRUE TWO-WAY<br />

PARTNERSHIP, AND THAT’S<br />

IMPORTANT, BECAUSE <strong>ITB</strong><br />

BERLIN IS THE LARGEST<br />

GATHERING IN THE WORLD<br />

OF ITS KIND<br />

NEW<br />

MINI-TRENDS<br />

According to Shannon Stowell, a<br />

number of new mini trends are<br />

emerging, such as:<br />

White water stand-up paddleboarding;<br />

And – from an operator in<br />

Norway, “Coasteering” – “The<br />

aim is to travel along the water’s<br />

edge at an island location or a<br />

cove and no matter what comes,<br />

you have to stay in the waterline<br />

area. This may entail climbing<br />

or swimming; you may do<br />

some jumping off rocks, but the<br />

point of it is exploring the line<br />

between land and water...”<br />

very aware of the issues of<br />

CSR. Those in the industry<br />

that are on the front line see<br />

this every day and realise<br />

that if they don’t protect<br />

local economies, fragile<br />

cultures, the environment<br />

and wildlife, they will have<br />

no means of existence<br />

any more. Many of our<br />

members can give you<br />

amazing stories about how<br />

they’re helping to protect<br />

a region. Just off the top<br />

of my head I can think of<br />

a wrapping company that<br />

saves forests in Fiji or an<br />

adventure travel company<br />

in Mexico that has former<br />

poachers now working<br />

as guides, protecting the<br />

turtles.<br />

Adventure travel is<br />

gaining increasing media<br />

coverage in general…<br />

How is this changing the<br />

way people conceive of<br />

the idea?<br />

I think both professionals<br />

and consumers are<br />

beginning to understand<br />

that adventure is not just<br />

about extremes. A few<br />

years ago, it was mostly<br />

pretty intense imagery and<br />

concepts, but now people<br />

understand that what’s<br />

maybe an adventure<br />

for a 70 year-old couple<br />

from New York would be<br />

very different than that<br />

for 20-year-olds from<br />

Barcelona… and yet those<br />

are all still in the adventure<br />

travel sector. Most people<br />

do want to do something<br />

interesting, unique and<br />

transformative; something<br />

they can talk about when<br />

they come home, like<br />

tracking an endangered<br />

rhino in Namibia, rafting<br />

from cabin to cabin in the<br />

Yukon in Canada, skiing<br />

from the mountains to<br />

a ship were your lunch<br />

is waiting for you in the<br />

Norwegian fjords. These<br />

are all part of the endless<br />

possibilities for adventure<br />

travel and a lot of it is now<br />

much more accessible.<br />

What are the biggest<br />

trends you are seeing this<br />

year in adventure travel?<br />

Customisation continues<br />

to be one of the big things<br />

people want. In some<br />

ways that’s exciting for<br />

operators because they can<br />

create ever more creative,<br />

interesting products.<br />

But on the other hand it<br />

means they have to be<br />

very adept. One interesting<br />

trend that we find is that<br />

most adventure “tribes<br />

people” do not choose to<br />

use an operator. Most are<br />

doing things on their own,<br />

especially gen X and gen<br />

Y’s. They do research online<br />

with operators and then<br />

go and book themselves,<br />

whereas the baby boomers<br />

tend to book through the<br />

operators, having less<br />

time and more resources.<br />

If you look at adventure<br />

travel worldwide, the<br />

trend continues towards<br />

“softening”. We’re in<br />

an age where there are<br />

lots of four and five-star<br />

adventure travel trips,<br />

where the activities people<br />

are doing in the day are<br />

quite adventurous, but at<br />

night they end up in a very<br />

nice location with good<br />

food, good wine and a<br />

good bed… and probably<br />

a spectacular view as well!<br />

This softening is due partly<br />

to the broadening of the<br />

market. With adventure<br />

travel, every time you think<br />

you’ve heard everything,<br />

something else pops up!<br />

I would say innovation<br />

is definitely a trend as<br />

well… people out there<br />

on the edge, but while not<br />

everything succeeds, and<br />

not everything becomes a<br />

massive hit, it’s all great<br />

fun.<br />

How important is your<br />

partnership <strong>ITB</strong> <strong>Berlin</strong> for<br />

fostering and growing this<br />

sector?<br />

I would like to compliment<br />

<strong>ITB</strong> <strong>Berlin</strong> be on the vision<br />

of truly partnering with key<br />

players in various sectors.<br />

I can speak from our<br />

perspective in saying that<br />

the people from <strong>ITB</strong> <strong>Berlin</strong><br />

are an absolute pleasure<br />

to work with. It’s a true<br />

two-way partnership, and<br />

that’s important, because<br />

<strong>ITB</strong> <strong>Berlin</strong> is the largest<br />

gathering in the world<br />

of its kind. There is no<br />

other time when we have<br />

access to such a pool of<br />

diverse candidates to be<br />

collaborators, partners,<br />

members or friends. It<br />

really does represent a<br />

truly unique offering.<br />

<strong>ITB</strong> <strong>Berlin</strong> is committed<br />

to the adventure sector,<br />

which means that’s “the<br />

tribe” is actually gathering<br />

and connecting here in a<br />

meaningful way, rather<br />

than just showing up<br />

and walking around the<br />

thousands of booths.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


32 SPECIAL FEATURE<br />

ADVENTURE TOURISM<br />

Antelope Canyon, Arizona USA<br />

© 2012 Brand USA All Rights Reserved<br />

TODAY IN HALL 4.1.B,<br />

WE HAVE A CONCEPT<br />

THAT ADDRESSES THE<br />

ENTIRE SPECTRUM OF<br />

EXHIBITORS, FOR BOTH<br />

PROFESSIONALS AND<br />

CONSUMERS<br />

Exploring Mountains,<br />

Canyons and Caves<br />

… But more than that! Adventure Travel and Responsible<br />

Tourism come together under one roof at <strong>ITB</strong> <strong>Berlin</strong> 2014<br />

<strong>ITB</strong> <strong>Berlin</strong> is the only place<br />

in the world where all those<br />

involved in adventure<br />

travel and responsible<br />

tourism come together<br />

under the same roof – in<br />

Hall 4.1.b. Presentations<br />

and events are organised<br />

in the hall within the<br />

framework of the 9th<br />

Pow-Wow for Tourism<br />

Professionals.<br />

<strong>ITB</strong> <strong>Berlin</strong> product manager<br />

Friederike Hansen<br />

underlines the fact that the<br />

Pow-Wow is of paramount<br />

importance at <strong>ITB</strong> <strong>Berlin</strong>;<br />

as participants are inspired<br />

and have the opportunity<br />

to explore new business<br />

prospects, gain valuable<br />

partners and acquire a<br />

wealth of knowledge from<br />

interesting presentations,<br />

panel dialogues, master<br />

classes, workshops and<br />

networking events.<br />

MORE THAN A MOTTO<br />

“Exploring Mountains,<br />

Canyons and Caves!” is the<br />

motto of the 9th Pow-Wow<br />

for Tourism Professionals,<br />

taking place 5 - 7 March<br />

at the Adventure Stage<br />

and Event area of Hall<br />

4.1.b, highlighting<br />

mountaineering,<br />

canyoning and caving –<br />

the great challenges of<br />

climbing all the way to<br />

the summit of a mountain,<br />

rappelling deep down in<br />

a canyon and crawling<br />

through the many<br />

underworlds of Earth.<br />

Mountains, canyons and<br />

caves will be experienced in<br />

Hall 4.1.b not only through<br />

related presentations, but<br />

also through the hall’s<br />

unique theme-specific<br />

design and attractive<br />

decoration, including its<br />

Challenge Course (e.g.:<br />

climbing tower, high ropes,<br />

adventure games).<br />

Marianna Mc Gill, founder<br />

and owner of Latin<br />

America World – the official<br />

consulting partner of <strong>ITB</strong><br />

<strong>Berlin</strong>, says the concept<br />

of Hall 4.1.b is different<br />

from all the others: “The<br />

concept was to make<br />

space available for small<br />

companies, because<br />

some don’t want to be<br />

necessarily grouped with<br />

a destination. Some don’t<br />

have large budgets and<br />

would not be able to take<br />

20 m² and pay for the rest<br />

of the costs involved. So we<br />

give them the possibility to<br />

have a presence for a small<br />

budget and we give them<br />

the support they need for<br />

the show to be a success.<br />

Ms McGill says in the eleven<br />

years she has been working<br />

on developing adventure<br />

travel as a segment at<br />

<strong>ITB</strong> <strong>Berlin</strong>, concepts and<br />

attitudes have changed.<br />

“In the beginning, virtually<br />

the only people doing<br />

adventure travel were those<br />

working with backpackers,<br />

but now, many factors<br />

change depending on<br />

age, gender and economic<br />

status. Today in Hall<br />

4.1.b, we have a concept<br />

that addresses the entire<br />

spectrum of exhibitors,<br />

for both professionals and<br />

consumers.”<br />

SUCCESS OF SEGMENT<br />

– AND HALL –<br />

CONTINUE TO GROW<br />

The best way to measure<br />

the success of a hall is<br />

through its development<br />

over the years. When <strong>ITB</strong><br />

<strong>Berlin</strong> began addressing<br />

adventure and responsible<br />

travel as a segment, it took<br />

up only a corner of the<br />

youth travel hall. Now, an<br />

entire hall is dedicated to<br />

the segment. “Exhibitors<br />

include extreme adventure<br />

operators, sustainable<br />

tourism, culture, community<br />

involvement… it’s a much<br />

more diverse variety,” says<br />

McGill. “We also attract<br />

hotels, and you might well<br />

find a professional tour<br />

operator offering a product<br />

or a whole community<br />

offering products that no<br />

one knows about.”<br />

Mainstream companies<br />

have started to become more<br />

active in the CSR segment<br />

as well, according to Ms<br />

McGill. “In the past, many<br />

people considered their CSR<br />

communication to be like<br />

greenwashing, but here,<br />

people are able to see how<br />

they are really taking better<br />

care of the environment.<br />

These companies are often<br />

working closely with local<br />

tour operators who are also<br />

here in this hall. One other<br />

important factor is that we<br />

have a strong presence of<br />

social media. This is one of<br />

the major topics of course<br />

at <strong>ITB</strong> <strong>Berlin</strong> in general, but<br />

in this segment it is vitally<br />

important.”<br />

So to get the “whole picture”,<br />

there’s no better place in<br />

the world than right here<br />

at <strong>ITB</strong> <strong>Berlin</strong>. In addition,<br />

the Pow-Wow for Tourism<br />

Professionals is a highly<br />

interactive and dynamic<br />

symposium – an innovative<br />

and steadfastly growing B2B<br />

arena – where exhibitors,<br />

sponsors and partners from<br />

all over the world showcase<br />

their uniqueness, products<br />

and services as well as shed<br />

light on their responsible<br />

and sustainable practices<br />

to tourism professionals<br />

and media representatives<br />

visiting <strong>ITB</strong> <strong>Berlin</strong>. As well,<br />

globally-renowned guest<br />

speakers present and<br />

discuss a wide range of<br />

relevant tourism industry<br />

topics and current trends<br />

related to destinations,<br />

social media in tourism,<br />

geotourism, geoparks,<br />

natural and cultural<br />

heritage, rural tourism,<br />

wildlife watching and<br />

community-based tourism<br />

among others.<br />

CONTACT<br />

m.mcgill@itb-experienceadventure.de<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com


33<br />

HOSPITALITY / RESTAURANTS / BARS<br />

WHERE<br />

TO GOIN<br />

BERLIN<br />

WWW.WHERETOGOINBERLIN.COM<br />

CLUBS / EVENTS / SHOPPING / CULTURE<br />

For someone going to <strong>ITB</strong> <strong>Berlin</strong>, what are the reasons other than the show itself to stay in the city?<br />

We put the question to a man in the know, Burkhard Kieker – CEO of visit<strong>Berlin</strong>.de…<br />

Burkhard Kieker, CEO of visit<strong>Berlin</strong>.de<br />

shares his passion for the German capital<br />

Burkhard Kieker<br />

CEO of visit<strong>Berlin</strong>.de<br />

Hall 12<br />

Stand 101<br />

In 2014, <strong>Berlin</strong> celebrates 25 years fall of the<br />

Wall. Visitors to <strong>Berlin</strong>, Exhibitors and Trade<br />

visitors should therefore not miss to see the<br />

historical parts of <strong>Berlin</strong> linked to this event.<br />

There are numerous locations, tour proposals<br />

and bars / shops to visit in context with the 25 th<br />

anniversary of the fall of the <strong>Berlin</strong> wall..<br />

Indeed, <strong>Berlin</strong> has staged a marvellous comeback<br />

story in the past 25 years. It’s a city that was<br />

not really on the map, because it was divided, it<br />

had been destroyed in parts during the Second<br />

World War, and what you can see now is a rising<br />

star in tourism in culture. In the core of the <strong>Berlin</strong><br />

“brand” three are very important. First is that it’s<br />

the city of freedom. It’s the city where the cold<br />

war began – and was ended - by the people; it’s<br />

an authentic place of history; and third - it’s a<br />

place with intangible magnetism on artists and<br />

bright minds… maybe like Paris may have been<br />

in the 20’s. We have a constant flow of young<br />

artists, sculptors, actors and musicians wanting<br />

to make their living in <strong>Berlin</strong>, because it’s value<br />

for money in comparison to other cities. It’s a<br />

city of chances. These people coming in create<br />

a certain atmosphere and in return many people<br />

like to come and drift through this atmosphere<br />

by day and by night.<br />

<strong>Berlin</strong>ers are still very proud to show their new<br />

city to the world. They are not annoyed or<br />

disinterested with tourists. Also 50% of the<br />

people living in <strong>Berlin</strong> were not originally from<br />

the city… it’s a big melting pot. Only 50% of the<br />

people here now were here when the wall came<br />

down. So people are very open to tourists and<br />

visitors and they like to share their city.<br />

“50% of the people<br />

living in <strong>Berlin</strong><br />

were not originally<br />

from the city… it’s<br />

a big melting pot.<br />

Only 50% of the<br />

people here now<br />

were here when the<br />

wall came down.”<br />

BERLIN FOR GAY AND LESBIAN<br />

TRAVELLERS.<br />

<strong>Berlin</strong> is a hot spot when it comes to gay and<br />

lesbian travel because it is a city of tolerance. It’s<br />

not only a niche, it’s a very important factor for<br />

us. We have, together with the hotels, developed<br />

a campaign that provides basic plus-plus services<br />

for gay and lesbian travellers in <strong>Berlin</strong>. You can<br />

find this on our website under “Pink Pillow”.<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014


34<br />

WHERE<br />

TO GOIN<br />

BERLIN<br />

Hospitality<br />

Apartments am<br />

Brandenburger Tor<br />

Apartments am<br />

Brandenburger Tor, in central<br />

<strong>Berlin</strong>, near the Brandenburg<br />

Gate and Potsdamer Platz<br />

offer you reasonably priced<br />

accommodation in the heart<br />

of <strong>Berlin</strong>. The apartments<br />

in central <strong>Berlin</strong> are an<br />

excellent starting point for<br />

exploring and discovering the<br />

metropolis. They’re situated<br />

only a few minutes‘ walk away<br />

from many of the city’s sights<br />

and cultural offerings.<br />

Location, location, location<br />

Immediately adjacent to your<br />

apartment you will find Unter<br />

Apartments am<br />

Brandenburger Tor<br />

Behrenstraße 1C<br />

10117 <strong>Berlin</strong><br />

Tel: +49 30 200 75 70<br />

info@apartments-mitte.de<br />

www.apartments-mitte.de<br />

Metro: S+U Brandenburger<br />

Tor U55 S1 S2<br />

Cultural<br />

Entertainment<br />

& Shopping<br />

Alexa <strong>Berlin</strong><br />

World-class Shopping<br />

Alexa has been a shopping<br />

highlight in <strong>Berlin</strong> since<br />

opening its doors 2007 with<br />

an amazing 56,200 square<br />

metres of shopping space.<br />

Some 180 stores, a large food<br />

court with 17 restaurants<br />

Alexa <strong>Berlin</strong><br />

Lounge Bowling 10 a.m. till<br />

open end and Superfit 24h.<br />

GDR living room.<br />

Ranging from ordinary<br />

contacts with the authorities<br />

to the political structure of the<br />

state, the exhibition provides<br />

a 360-degree view of life<br />

in a centrally-planned and<br />

authoritarian state.<br />

Karl-Liebknecht-Str. 1<br />

10178 <strong>Berlin</strong>-Mitte<br />

www.ddr-museum.de/en<br />

Metro: xxxxxxx<br />

DDR Museum<br />

ALEXA am Alexanderplatz<br />

Grunerstr. 20 - 10179 <strong>Berlin</strong><br />

www.alexacentre.com<br />

Metro: xxxxxxx<br />

Museums &<br />

Exhibitions<br />

DDR Museum<br />

<strong>Berlin</strong>’s Interactive<br />

Museum<br />

den Linden, Pariser Platz,<br />

the Holocaust memorial the<br />

government district, and many<br />

tourist attractions and cultural<br />

sites. Its central location in the<br />

City and good links to public<br />

transport (U-Bahn, S-Bahn,<br />

bus), mean you can reach all<br />

the destinations you want in<br />

the city and its surroundings,<br />

easily and quickly.<br />

Many of the apartments have<br />

a good view of the skyline<br />

of Potsdamer Platz and the<br />

Tiergarten.<br />

Apartments am<br />

Brandenburger Tor<br />

and an exciting children’s<br />

entertainment area leave<br />

nothing to be desired for<br />

young and old alike. Later<br />

closing times mean you can<br />

shop to your heart’s content.<br />

Visitors should be sure to<br />

see LOXX Miniature Worlds<br />

while there, the largest model<br />

railway exhibition in the city.<br />

Mon–Sat 10 a.m. – 9 p.m.<br />

Sunday opening hours of food<br />

court, 11 a.m. - 7 p.m., and<br />

leisure area as follows: LOXX<br />

10 a.m. - 8 p.m., Strike Lanes<br />

Lively, interactive and just a<br />

little intoxicating, the DDR<br />

Museum presents life in<br />

the former GDR as it was<br />

experienced by ordinary<br />

people. Omitting nothing<br />

from its honest appraisal,<br />

the exhibition provides an<br />

insight into the world of Real<br />

Existing Socialism – the Free<br />

German Youth, the Stasi,<br />

tower blocks, a Trabant,<br />

the political opposition and<br />

much more. Journey back<br />

in time not just to view, but<br />

experience this past – dance<br />

the Lipsi or rummage through<br />

the cupboards of an authentic<br />

<strong>ITB</strong> BERLIN NEWS • Friday 28 th February 2014<br />

www.itb-berlin-news.com

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!