Conexión Florida – August

Here’s the Conexión Florida article for August:

I’m not only hooked on traveling, I’m hooked on watching travel programs on television.

I’m not talking about the shows that are trying to get you to book a vacation with the sponsor, but the real behind the scenes, genuine and authentic versions.

There’s been a great series over the past couple of years called ‘Amazing Hotels – behind the front desk’.  The concept behind the series is that a chef and a restaurant and hotel critic travel to various hotels around the world and actually work in them.  Well, I say work in then but really, it’s a case of shadowing various members of staff in their day-to-day tasks. While this is happening, they gain insights into not only how those hotels work, but what the front-line workers think about the industry and the effect that tourism has on their lives.

They’ve featured huge spectacular hotels in Singapore and Dubai, safari lodges in Africa, small and very expensive hotels in remote parts of South America and very remote lodges in Iceland. Over the past two years they’ve visited a wide variety of extremely different locations. Without exception they’ve found that working in the hospitality and tourist industry has had a profound effect on the local workers and……….

Read the rest of the article HERE

Conexión Florida – July

Here’s the Conexión Florida ‘Let’s Talk about Tourism’ article for July…

About 20 years ago, it was predicted that workplace automation, the rise of the internet, and the ability to work from nearly anywhere would lead to a massive increase in leisure time. And as a result, we would see an increase in tourism worldwide. This was predicted to be good for everyone: more travel, more vacations, and a better-funded tourism industry with well-paid jobs for all… Well, the result has happened, and world tourism is at an all time high. However, the reason for that increase was not really as predicted.

Certainly workplace automation, computerization, and the ‘always on’ mobile Internet have had an effect; but the boom has come from other areas. The rise of the Boomer generation was the first driver. Those born after WW2 through 1964 have come to retirement age across the world. They may not actually retire completely…….

Read the rest of the article HERE

Conspiracy theory?

Okaloosa Island Beach

I received a comment recently from a visitor who was asking if there was a ‘coalition of local Hotel/Motels that controlled prices during the summer season’.  The gentleman thought that as rates were as low as $120 in the winter season and as high as $600 in the summer it must be a plot to rip off tourists.  His suggestion was that such summer prices were beyond the resources of less affluent travelers and that such rates would discourage visitors from out of state.

Naturally I told him that such collusion was illegal and was very much discouraged within the industry. The Florida Restaurant & Lodging Association actually read out an anti-collusion statement before each meeting just to make sure that everyone is aware.

Not only that but to actively jointly raise prices would take away the element of competition that drives the tourism industry.   I’m not saying such practices haven’t happened, but it doesn’t seem logical.

In fact I think there is a case here in Northwest Florida, and in other very seasonal destinations, where the low rates of winter are actually subsidized by the higher summer rates.  Accommodation providers suffer from a difficulty in employing enough staff for the summer peaks. They don’t want to loose good year round employees by laying them off during the winter so in many cases use the profits generated in the summer to keep everything running during the winter.   I think that applies to many restaurants too.

Basic economics would indicate that the law of supply and demand is working well.  Winter rates are low to encourage whatever business can be attracted.  Summer rates are high because there is a finite amount of stock and a limited amount of time when the majority of tourists can be here – essentially Memorial Day to Labor Day, although with schools breaking later and returning earlier that window is getting shorter.

Ideally our tourist season would be spread out allowing for a greater spread of rates. That would also encourage year round employment and less of a scramble for high season staffing.

All of us in the industry know this.  If there is any collusion it’s to try and encourage tourists during the periods outside of the peak summer months. Various attempts have been made to rename this as ‘the best season’. That’s fine as a customer facing branding exercise but within the industry we must call the seasons what they are: low, shoulder, peak and (July 4th week) Super Peak.

Of course by attracting tourists in April, May, September and October we’re in danger of alienating our locals who consider these periods of perfect weather and low traffic as ‘their own’ and reward for putting up with gridlock traffic and no restaurant space in June, July and August. Not to mention Spring Break – so I won’t mention it.

A similar situation exists in Europe where school holidays (vacations) govern package holiday and flight prices.  Another case of supply and demand.  Airlines and tour companies have been accused of artificially raising prices during the vacations making travel for families beyond affordable.  Some parents in the UK have been taking their kids out of school in term time to get lower prices.  They are fined by the schools, but just factor the cost of the fines into their vacation costs.

The solution?   Many little things I fear, each of which would have a small result but the culmination would be sizable.

  1. Encourage the school systems to stagger their break periods.  Some do this, but not enough.
  2. Work with school systems to stop shortening summer breaks. 
  3. Go after markets that have different school vacation periods – Canada and Europe for example.  UK Schools don’t break until July and don’t go back until September. They also have longer ‘half-term’ breaks in October and November and around Easter.  Our weather in those times is perfect for the Northern Europeans.
  4. Expand our marketing to those sectors that aren’t governed by school timetables.  Millennials, younger boomers, empty nesters, the list is almost endless.
  5. Actively promote lower rates outside summer. Many do this already.
  6. Strengthen weekend break and short break marketing, out of high season, to places like Atlanta, Birmingham, Tallahassee and new markets thrown up by the likes of Allegiant Air and Southwest.

We also need to have some regional agreement on marketing.  Continuing to market as just South Alabama, Escambia, Santa Rosa, Okaloosa, Walton, Bay, etc., etc., and ignoring the fact that for some marketing a regional approach is more effective can be counter productive.  Some work is being done in this direction and should be applauded and encouraged.

Of course we also have to get the message out to our visitors, like the gentleman who contacted me, that the reason the prices are high in the summer is exactly because we attract so many tourists at those times. Far from being put off they come anyway, and that lets us put up prices, subsidizing the less busy seasons.

As I say, basic economics.   …..or perhaps there is a conspiracy that I haven’t been told about!

Pretentious?

I was flicking though a newspaper the other day, the UK’s Daily Telegraph, and article caught my eye – ‘Why it’s cool to be a tourist, not a pretentious traveler’ (Read it HERE). It got me thinking….

Tourist, Traveler or Visitor?

Firstly I have to confess I wasn’t physically flipping through a newspaper made out of crushed up trees, I was reading the on-line version. I suppose therefore I was simply bothering a bunch of electrons, but that added to pondering as to how our perceptions have changed.

For example, does reading an on-line newspaper make me less of a reader? When we were actually reading a ‘paper’ paper, our eyes would fall on stories that wouldn’t immediately be our target interest. That expanded our reading list and maybe we found opinions that we didn’t agree with, or subjects that weren’t initially in our wheelhouse. It did give us a wider knowledge and leave us open to new thoughts and opinions. It broadened our view. These days we tend to select our interests and have the electrons present us with just what we expect and with which we are comfortable. Maybe we sit in a little bubble of our own making? Only exposed to our own interests and views.

How does this relate to the traveler versus tourist issue? The article pointed out that some folks consider themselves to be more sophisticated than the average and therefore their wanderings were in some way superior to your run of the mill tourist. The ‘travelers’ (actually it was a British article, so they were ‘travellers’ with two Ls!) considered that their experience was somewhat superior to a tourist. Along with the author, I initially thought this attitude was pretentious in the extreme.

As an aside, a number of areas around Florida have names like The Forgotten Coast, The Space Coast, The Emerald Coast etc. There’s one area I’ve always called The Pretentious Coast. Any ideas where that may be?

While it’s true that someone who travels, is a traveler, and a tourist is by definition “A person who is visiting a place for pleasure and interest, especially when they are on vacation”, there do appear to be a whole bunch of different types of tourists.

There are those who visit an area to gain extra knowledge, cultural tourists, eco-tourists, adventure tourists, even health tourists traveling to seek medical attention they can’t get at home. One assumes these all gain something from their experience and hope that they also contribute to the local economy or culture. Certainly the hope is that they do not purposefully detract from the place they are visiting.

There is a type of tourist that actually does little or nothing for either the area that they visit or for themselves it would appear. I’d suggest that these are folks that travel to a destination but then behave just as they would at home or possibly even behave in a way that wouldn’t be accepted at home. These would be the ones that bring everything with them. They experience nothing of the local culture, and contribute little to the local economy. They may be the ones that just come to party uncontrollably, ending up in jail, hospital or worse.

Now, each to his own and I wouldn’t dare to suggest that what one person finds fun is the only way, but it does strike me that there are various levels of tourism. Some are more desirable to a destination than others. I’m sure The Machu Pichu Tourist Board wouldn’t target bachelor or bachelorette parties, but on the other hand would Panama City Beach expect to receive too many groups studying the works of da Vinci?

Without a doubt some travelers get more out of their experience than others but would we term them Travelers as opposed to Tourists? What’s wrong with being a tourist?

Have you thought this out?

It’s Fall and so we’ve begun our traveling season. We tend not to escape from the Gulf Coast during the summer months. Yes, it can be hot and humid (although that doesn’t worry us too much) it’s more as Jimmy Buffett would say “You can’t reason with hurricane season”. The tropical wind event season isn’t over yet, but we’ve passed the peak and with forecasting the way it is these days, you seem to have a week or so warning of any tropical unpleasantness.

My chief researcher and frustrated travel agent (Beth, the First Lady) suggested that we escape to the Northern Georgia Mountains, where her family once owned a mountain lodge. The Development chosen is Big Canoe, a huge property about an hour or so north west of Atlanta. A simple seven hour drive from the coast.

We’ve rented properties before and have gone through property management companies and have also become familiar with VRBO and HomeAway. This time Beth found an ideal property through Airbnb. I’ve written about Airbnb in the past and have followed their progress over the years, but we’ve never actually used them.

The search and booking process was simple and very efficient. We were looking for somewhere that was suitable for the two of us and our two Smooth (short haired) Collies. Airbnb matched us up with a great property and the booking was made. As things happened we subsequently received an offer from American Express (who appear to work closely with Airbnb) which resulted in our extending the stay to take advantage of the offer. Yes, advertising obviously works!

As part of the booking we were put in touch with the owners, a charming couple (Cindy & Joe) who also own a bed and breakfast in Gainsville, Florida. Obviously they’re immersed in the hospitality business and their B&B (The Magnolia Plantation – http://www.magnoliabnb.com/ ) looks like its certainly worth a visit. As things transpire, they also own a Collie, so a mutual bond was established. That’s certainly something that can happen easily with the Airbnb type system, and the personal owner/guest relationship is rather more difficult with more traditional ways of renting. It does seem like a beneficial thing.

Simply put, the property is exactly as described and so far the exercise has been great.

While sitting relaxing I was reading an article in the Atlanta Journal Constitution (thanks once again to the Researcher-in-Chief) about how vacation rentals are being challenged in the North Georgia Lakes area. It’s something that appears to be happening in other parts of the USA and the world in general.

In the Georgia Lakes area, the move is being driven by Georgia Power who own most of the land around the lakes. They are invoking clauses in the leases of properties that are offered by the power company. These are usually 15 year renewable contracts, although according to the AJC, some of these properties have been in the leaseholders families for generations. Families have rented out their homes through rental companies and realtors, and later through VRBO/HomeAway and now Airbnb. The no-subletting clauses have been largely ignored in the past, but now Georgia Power has decided to change their policy. Regrettably some leaseholders who may be second home owners in the lakes or who have inherited the properties feel that the only way they can keep them is if they fund their upkeep through short-term letting.

Certainly Georgia Power have done a huge amount to keep the area pristine and very attractive. Their aims appear to be to avoid the region becoming an overcrowded tourist ‘resort’ area. That’s a very laudable policy.

The move against short term rentals, particularly of the peer-to-peer variety like Airbnb is not restricted to the Georgia Lakes. Many cities, resort areas, states and cities across the world have taken against the growing trend. The reasons appear to be many and varied and range from worries of over-tourism, through to the disappearance of affordable accommodation for locals. Cities like Barcelona and Venice have become places where locals, who service the tourist industry, simply can’t afford to live. Even if they could, property owners can get a substantial income by ‘buying to let’ and therefore the stock of property for permanent residents dries up.

In other case, the move against short-term rentals is driven by competitors in the accommodation markets – hotels, property management companies etc., who don’t like the change in the way business is done. You can’t really blame them, but then it may be a case of adapt to changing fashions or die.

Lastly there are are the folks who having moved into an area, perhaps to retire or to buy a second home, rather like the idea of being ‘the last newcomer in the village’, and wish to call an end to further arrivals.

I’m not judging all of these motives as they’re valid reasons, and I can identify with the emotions. However, there are consequences to not thinking through the whole process.

Let’s start off with the Georgia Lakes. These properties have been in the area for many years. The building of the actual houses provided work for the locals in the construction and later maintenance industries. Subsequent expansion brought in stores to service the new residents and as short term visitation – tourism – developed, so did the need for restaurants and all the business that service the transients. If the current leaseholders can’t short-term rent their properties, they may be forced to sell them. That will probably drive down the real estate prices, and with no transient visitors, the jobs that cater to them will also dry up. Tax revenue (from both income and sales tax from visitors) will reduce putting pressure on local communities to fund services, which in turn will increase local taxes and the vicious circle moves on. This is sounding more like an economics class that tourism observations!

The same sort of thought process applies to the over-tourism scenario. Tourism was attracted by the, well, ‘attractiveness’ of the destination. Rather like over-fishing which destroys the habitat and eventually the livelihood of the fisherfolk, badly managed tourism eventually destroys both the destination and the very people who rely on tourism for their jobs.

The only scenarios that I can’t reconcile are the actions of competitors who would rather legislate against changes in process (For example the taxi drivers versus Uber and Lyft in may destinations around the world) and the ‘Last foreigner in the village’ scenario. I have little sympathy for either group.

The rest? Well, it relies on compromise and sensible management from both sides. Regrettably letting the market decide, isn’t really an option. Like any good farmer will tell you, land management and animal husbandry over a long period are the policies that will result in a sustainable model for all concerned. The same is true of tourism.

Enough of this. The dogs need walking and we need to go and spend some money in local stores to stimulate the local economy. It’s a tough old life eh?

 

The BEST season is just around the corner. Time to shout about it.

Can you believe that next Tuesday is August 1st? Labor Day is just a month away, and schools go back around August 10. Traditionally the summer tourist season here on the northern Gulf Coast runs from Memorial Day to Labor Day, what was called the 100 days of summer. These days, with schools breaking later and returning earlier, it’s almost the 60 days of summer. From the industry’s point of view, there’s a big weekend for Memorial Day, then a pause until the schools have been out for a week. Independence Day is huge, although the real success depends on which day the 4th actually falls. Then the season continues until the schools return when there’s a breather until the big Labor Day weekend.

As we locals know, the passing of Labor Day brings one of the two best parts of the year (the other being between spring break and Memorial Day) when the humidity disappears, the heat backs off just a tad, and the large numbers of tourists (those with their young families) are absent. It’s the time we all love, the ideal time to live here.

It’s also the time to attract those tourists that we really love. The higher spending, lower party size, Boomers and Millennials who come for the festivals, life style, food and culture. Not that we don’t love the families who fill the beaches in the summer of course.

Successful tourism maximizes income during the Summer Season, so that the fewer numbers of higher spending visitors during spring and fall provide the icing on the cake. A small increase in these guests provide a thankfully disproportionate increase in income. How to attract this small increase?

Obviously we need to keep our attractions, restaurants and experiences open. We need to plan our concerts and cultural events for this time of year. We need to heavily promote what we feel is the best season of the year.

Many of my fellow industry professionals want to ban the term ‘shoulder season’ when referring to Fall. The move is to call it the Best Season. I understand where they’re coming from. To those in the industry, between ourselves, it will always be a case of high, shoulder and low seasons. That’s inescapable. But to the tourists renaming Fall ‘The Best Season’ maybe simplistic. Best for what?

This is where really clever marketing will come in. Tailoring our message to individuals or personalizing, is where tourism marketing is succeeding now. If you love fishing then the Fishing Rodeo is YOUR season. Music, seafood, arts all appeal to small but high spending individuals with the opportunity to travel. I will say that if you Google ‘Fall Festivals Florida’ you’ll be hard pressed to find many in our area. That’s something that can be solved with creative search engine optimization of course. The Alabama coast has cracked that.

The Best Season, Your Season, Festival Season whatever. Let’s get the word out that Fall is the absolutely greatest time to be here.

Harbor Walk Village, Destin

TALKING TOURISM: The strange things we do while being tourists

This article was first published in the Northwest Florida Daily News on Sunday, July 16, 2017.

I don’t think any of us realize how much we switch our brains off when we’re playing tourist.

As I mentioned a couple of weeks ago, I recently took an overseas trip and did some people watching to see how both I and my fellow travelers behaved when we were being tourists. You should try it, it’s enlightening. I’d suggest that you also notice how you behave yourself, as I don’t think any of us realize how much we switch our brains off when we’re playing tourist.

A number of airports have recently released details of the things that people try to take on flights. Would you believe live lobsters? Yes, apparently that’s quite common. You know how things are when you see that 20-pound LIVE lobster and you MUST take it home? Yep, stick it in your hand luggage.

According to the British Broadcasting Corporation (BBC), one of the things that’s most common to be found in luggage on the Eurostar (the train that goes under the English Channel between France and England) is unexplored World War I ordnance. Apparently people dig them up when visiting the battlefields of Northern Europe and think it’s a.) a great souvenir to put on a shelf at home and b.) perfectly acceptable to carry in baggage on a public train in a tunnel underwater.

There’s also well-documented tales of people trying to check in palm trees, a 10-pound frozen turkey, and bricks. Pairs of pink fluffy handcuffs are also a common find. The mind boggles!

However, it’s the completely innocent items that we tend to forget about. Snow globes? Yes, seems OK as a souvenir, but breaks the rules about the amount of liquid you can take on a flight. How about that fondue set that seemed such a great present for your parents? The little forks that come with it are looked on by the Transportation Security Administration (TSA) as potential weapons.

Closer to home are the frankly strange things that people do to the condos and beach homes they stay in. Most regular are the visitors who completely rearrange the furniture. I’ve been guilty of a bit of this myself, but always put it back the way I found it. I also heard of one group of guests who moved all the sofas and chairs out onto the beach! You can imagine how that went down with the owners. I’ve also heard of renters turning up with full tool sets so they can carry out their own maintenance and modifications.

Getting back to the airports, have you ever noticed tourists going through security who have been told to empty their pockets, put their electronics in the bin and put all their liquids in a plastic bag, yet then try to carry their phones and a can of Coke through the body scanner? Happens every time I’m waiting in line behind them.

Then there’s the passenger who falls asleep on the aircraft having unplugged his headphones. The cord then drops down between the seat cushion and completely jams the seat mechanism. I’m not saying who that is …

Martin Owen is an independent consultant to the tourism industry and owner of Owen Organization in Shalimar. Readers can email questions to martin@owenorganization.com.

TALKING TOURISM: Match expectations to airline carrier choice

This article first appeared in the Northwest Florida Daily News on Sunday, July 9, 2017.

Delta 1, Transatlantic service
Don’t expect this on every flight!

 

 

 

 

 

 

 

Last week we started looking at different kinds of airlines and their effect on tourism. There’s always a danger of assuming, just because they fly planes and transport people, they’re all the same. That’s no more true than saying that staying at the Hyatt Regency is the same as a night in a budget motel.

Here along Florida’s northern Gulf Coast, we’re served by a number of airlines with different business models aimed at various markets and needs. We each have our favorites and I don’t intend to criticize any of them, just to point out some differences.

Each of our local airports is served by what are termed legacy carriers — American, Delta and United. These three companies are the result of years of consolidation, takeovers and mergers. Each has a huge network of international, domestic trunk and local routes. In many cases, they operate on a hub-and-spoke principal (it’s said, with a smile, that all routes go via Atlanta, Dallas or Houston!). In fact, you may find that your local legacy carrier flight is operated by a contracted “partner” airline. For example, American Eagle, Delta Connection or United Express are all operated by other airlines, but under their partner’s colors; they are different aircraft types and crews than “main line” services. It’s the reason you can expect a whole different experience flying say Destin to Dallas, than you would Dallas to San Francisco, or Dallas to Sydney, Australia.

We also have Southwest Airlines, a popular low-cost airline. They don’t need to support a worldwide network (yet) by funneling business into hubs, and although they do chase business traffic, it’s not their prime market. We’re not served by Jet Blue or Spirit, which also are both low-cost carriers, but all these airlines have different policies for what they provide within the fare, and for what they charge (baggage, food, etc). Of course, the legacy carriers also compete for the budget market, so on their aircraft you may find frills and space, few frills and little space, or no frills and no space depending on how much you paid.

Also flying into the Gulf Coast is Allegiant Airlines. They may be termed a low-cost airline, but it would be more appropriate to call them a leisure carrier. They aim to attract vacationers from predominantly urban and cooler areas and take them to sunny vacation places. Allegiant is more in the model of the European leisure airlines. They’re really a full travel company, selling not just flights, but tours and accommodations, too.

Finally, we have the airlines like GLO, Silver and Contour, which operate smaller aircraft on less-traveled routes, like New Orleans and Bowling Green. They provide a great service for local business travelers and vacationers.

So, we have to manage our expectations and match them to our needs and pocket book, just as we do with our other tourism choices. We should also look at how air travel has transformed tourism, but that’s for another day.

Martin Owen is an independent consultant to the tourism industry and owner of Owen Organization in Shalimar. Readers can email questions to martin@owenorganization.com.

Talking Tourism: Lesser-used facilities open gateways to cheaper travel

This article originally appeared in the Northwest Florida Daily News.

I recently had to take a flight back to England, and this allowed me time to give some thought to the changing face of aviation and its effect on tourism. Air services and airlines have been at the center of the explosion for tourism — not only worldwide, but within the U.S.

To many of us, all airlines are the same and essentially just a way of getting from one place to another. We tend to expect them all to provide the same sort of services and behave in the same way. There are, however, as many different sorts of airlines as there are different sorts of hotels and accommodations. Each matches the particular needs of varying sets of travelers.

For the business traveler, flights at the right time, that are on time and the ability to work while flying are probably more important than price. For the leisure traveler on a budget, price is the most important factor, with fast inflight Wi-fi and lots of leg room worth sacrificing. When I was involved in selling flights from the U.K. to Australia for vacationers, if our advertised price was $5 more than a competitor’s, our phones simply didn’t ring — and that was when the average price was around $1,200. Our lead-in price had to be $499 to get people to call.

I mention all this because a recent entry into the transatlantic flight market is stirring things up. Norwegian Airlines has been a “low-cost carrier” since 2002 and now serves 150 destinations around the world. Although they term themselves low-cost, they emphasize low fares with excellent service. Many in this category of airlines in the U.S. have achieved lower costs by using one kind of aircraft and cutting inflight service, meals and charging for what they term optional extras — like baggage! Norwegian claims instead that new efficient aircraft and a lean operation is their answer. They also fly to some interesting destinations.

For example, they not only fly from Gatwick Airport in London to both JFK in New York and Newark Liberty International in New Jersey, but also fly to Stewart International Airport, a lesser used facility 70 miles north of the Big Apple. They fly to Boston, but also to Providence, and not just to Los Angeles, but also Oakland.

By using lesser known gateways, they can keep their prices low. That leads me to think that the Panama City, Pensacola or Destin-Fort Walton Beach airports could be interesting potential gateways for a carrier like Norwegian. They can offer the Europeans low cost airports, fantastic beaches, great weather, access to the northern Gulf Coast, and the whole Southeast of the U.S. In return, that would also give us locals access to European destinations at bargain prices. Someone call the folks at Norwegian Air!

Of course, there are other airline types — legacy carriers, flag carriers, tourist and leisure airlines, main-line services, commuter and feeder lines, intrastate and regional carriers. All have different ways of getting us from here to there. We’ll look at differences in coming weeks.

Martin Owen is an independent consultant to the tourism industry and owner of Owen Organization in Shalimar. Readers can email questions to martin@owenorganization.com.

Talking Tourism: Not taking enough days off.

This article first appeared in Northwest Florida Daily News on Sunday, June 25, 2017.

Studies recently have shown that as a nation we’re not taking the full number of vacation days to which we’re entitled.

Judging by the number of cars on U.S. Highway 98 and along County Road 30A, you’d think that the world and his wife were on vacation and that they’d chosen to visit this particular paradise. It’s really good that so many people decide to share their vacation time with us.

However, all is not rosy with the state of U.S. vacations.

Studies recently have shown that as a nation we’re not taking the full number of vacation days to which we’re entitled. According to the U.S. Travel Association’s Project: Time Off, the average number of days vacation we receive is 22.6. Between 1976 and 2000 we took, on average, 20.3 of those days. Last year we only took 16.8 days.

During the survey, 41.9 percent said that they weren’t going to take a single day of vacation this summer. Of course, that could mean that people intend to travel at other times, but the indications are that people are just not vacationing.

Things are even worse here in the South, where 44.7 percent said they weren’t intending to take a summer vacation. That number was even higher among women (51.5 percent) and younger folks.

Why are we doing this? Apparently the number of people saying they can’t afford a vacation has dropped considerably. Most respondents to the various surveys indicate that they don’t feel they can be away from work, or no one else can do their job. This increases among Millennials, and particularly Millennial women, 46 percent of whom think it’s good for their bosses to see them as “work martyrs”.

Having run a number of companies over the years, this seems counterintuitive. Every good manager recognizes that a rested and refreshed worker is more productive than someone who is tired and burned out. It’s also a sign of a good manager that they organize their work life to ensure that the company can operate without them for at least a short time.

But this is a column about tourism, not business practices. The simple fact is that the country needs people to take vacations. One in 18 U.S. jobs is directly or indirectly involved in the tourism industry — that’s 7.6 million jobs. The accommodations and food service sectors each employ 1.9 million people. Here on the Gulf Coast, in Okaloosa County alone, it’s estimated that 32,405 were employed in the tourism industry in 2015. Direct spending by tourists brought in $2.9 billion, and the tourist-generated tax revenue (bed tax, sales tax, etc.) was $554.1 million in 2015 — and it’s increased since then.

There are indications that international tourism into the U.S. may be down this year (see last week’s column), so domestic travel is more important than ever. Obviously it’s good for your health to take vacation. It’s good for your family, too. However, given the benefits to jobs and the economy — especially here on the Gulf Coast — I’d say it’s your patriotic duty to vacation.

Talk to your friends and family and persuade them to visit us here. Share a little sunshine.

Martin Owen is an independent consultant to the tourism industry and owner of Owen Organization in Shalimar. Readers can email questions to martin@owenorganization.com.