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…….
Here’s the Conexión Florida ‘Tourism in the Gulf’ article for May.
Why do you go on vacation? Certainly, it is to rest and recharge your batteries. According to a multi-lingual friend of mine a phrase like “All work and no play makes Jack a dull boy” is used in many different cultures, so getting away from your usual routine is certainly a good reason to go on vacation. Here on the Northern Gulf Coast it’s usually assumed that our visitors come for the beach. After all our beaches are beautiful! Ask the tourists and that’s what they’ll probably tell you, but if you delve a little more deeply, the answers become more enlightening.
How many of our guests actually spend all their time on the beach? Relatively few, if truth were told. They come for the food, the shopping, and yes, the experiences. They come for the beach lifestyle certainly, but there’s much more to that than lying on the sand.
Tourists to the Gulf Coast are pretty much three main types: families, millennials (born between 1978 and 2000) and boomers (born between 1946 and 1964). The last two types are the largest traveling groups and they tend to arrive not only during the school vacations, but throughout the year. Both groups are looking for experiences. They want to do things that they can’t do in their day-to-day life, and they want to share that experience on their social media with friends……..
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.
Encourage the school systems to stagger their break periods.Some do this, but not enough.
Work with school systems to stop shortening summer breaks.
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.
Expand our marketing to those sectors that aren’t governed by school timetables.Millennials, younger boomers, empty nesters, the list is almost endless.
Actively promote lower rates outside summer. Many do this already.
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!
I’m not one for making resolutions, mostly because I change my mind so much! If you want to change something, better to just to get on with it than wait for some arbitrary date to start. That’s my excuse anyway. Similarly, looking backwards doesn’t help because we can’t change what has past – although as numerous people (apparently) are quoted as saying – if you don’t remember past mistakes, you’re doomed to repeat them!
So, in the interests of progress, let’s look forward.
I’ve read two articles over the end of the year break that I felt were right on point. I’ve attached links to these so you can read them yourself.
The first was by anti-aging & sports medicine pioneer, and futurist, Dr Robert Goldman (http://ow.ly/Akd9307C9Bt). Dr Goldman pointed out some of the changes that society will be subjected to over the next few years. What is most striking is the speed at which these changes will take place. I remember talking to a scientist with British Telcom back in the early ‘90s who said that they knew absolutely what developments would arrive within 5 years; they had a pretty good idea what would happen in the next 10 years but beyond that they were ‘wishing and hoping’! as Dr Goldman suggests we are now in the exponential age, where changes occur at an ever increasing rate. In many cases these changes happen faster than most businesses can adapt. If you read the article you’ll see that many developments will directly affect the Travel and Tourism Industry.
The second piece was by Christopher Elliott in the Washington Post (http://ow.ly/Hrvl307C9Ob). Chris is suggesting that 2017 is the year many people, especially Americans, won’t be traveling on vacation. He cites many reasons and offers suggestions of how as a tourist you can benefit (please go and read it!) but for those of us in the industry there are three main takeaways. That tourist will be looking for alternative accommodations, authenticity and satisfying their needs for instant gratification.
I’ve talked to many travel and tourism professionals over the past year and we’ve discussed the inevitable changes that are happening and I can’t think of anyone who has disagreed. After all, the signs are really clear – very ‘in your face’ as it were. However, many are not willing to accept the speed of changes.
Take ‘alternative accommodation’ – Airbnb in particular. Home sharing has expanded incredibly rapidly. Airbnb are now the largest accommodation provider in the world with over 2.5million homes (incidentally, they own no hotel rooms!) yet most of the vacation rental companies here in Northwest Florida’s Northern Gulf Coast seem to think think they are not a serious threat to their business model.
The past year the 1.5 million guest arrivals to Florida via Airbnb represent 114 percent year-over-year growth. This comes as Floridians increasingly embrace the home sharing platform as an opportunity to earn supplemental income and make ends meet. The Airbnb Florida host community grew 74 percent in 2016 to a total of 32,000 hosts.
Yes, the local industry says, but it’s in cities, not here.
This is the total supplemental income earned by Airbnb hosts in our local counties:
Bay County $4.9 million
Walton County $3.3 million
Okaloosa County $2.9 million
Escambia County $1.8 million
Santa Rosa County $683,000
That’s a total of nearly $13.6 million. True, it’s only 10% of the income from Miami-Dade alone, but its still remarkably significant.
People love the idea of either staying with a local host, or staying in the home of a host which they perceive differently than the relatively anonymous experience of a cookie cutter condo or a ‘standard’ hotel room.
This contributes to the ‘authenticity experience’ that comes from home sharing, boutique hotels and the like.
Chis Elliott also refers to ‘Instant Gratification’. I know I’m always talking about the attitudes of Millennials and younger Boomers but they do have have a seemingly out of proportion effect on our industry. Their behavior appears to affect the other sectors of our audience too. The ubiquity of smartphones and the ability to access information from wherever you are, makes the almost impulse decision to book a vacation all too easy.
You’ve bought things on Amazon. How many times have you been tempted by the ‘people who bought this also bought this’ suggestion?
Think what will happen when someone suggest “How about we go to The Gulf of Mexico next weekend?”. You look at your phone and up pops the local CVB websites – you see what events are happening, and guess what? You can book the Airbnb accommodation right there, and the concert tickets, and the Uber from the airport. Of course there was link to book flights too but you’ll probably want to do that with the airline because you get your miles there – and suddenly Delta Air Lines are offering 1 mile for every $1 you spend with Airbnb if booked through them – oh, and Uber credits too.
We have a change to the whole vacation booking experience, which is not taking 5 or 10 years to develop but is happening as we speak.
Put a note in your calendar to contact me at the end of 2017 and tell me if there have been no changes to your tourism business during the year. To be frank, I don’t think you’d be able to do that by June!
Whatever happens is going to be exciting. The evolution of the world’s biggest industry has always been fascinating and the near future won’t disappoint I’m sure.
Please follow the Owen Organization blog on www.owenorganization.com, sign up for the newsletter and follow us on Facebook at www.facebook.com/OwenOrganization. Lastly, check out the weekly ‘Talking Tourism’ column in the Northwest Florida Daily News every Sunday.
Having been in the workplace for a long time and having always been in the travel and tourism industry, I consider it necessary – no, a duty – to take vacations. To travel to new and exciting places and have a good time. For me, the new experiences added to my professional knowledge. They gave me more ammunition to use in persuading my customers to spend money on travel, or allowed me to help my business travelers.
Now back in pre history, without the ever-on email, global communications and such, taking break always meant coming back to uncompleted work, piles of letter, lists of folks to be called back. That was the downside. The upside was the comments about the suntan, and the ‘Don’t you look rested’ remarks. Again, being in the industry helped and most folks I worked with and for looked on travel as an educational experience.
Indeed, one company insisted that in addition to vacation time, all our employees, from the front line staff to back office specialists like accountants and maintenance people took a long haul trip once a year – we were a long haul tour operator. We provide the ticket and the time. The idea proved its worth over and over. The people we worked with were motivated, knowledgeable, rested, and loyal.
A recent report by ‘Project:Time Off’ is called The Work Martyr’s Cautionary Tale – How the Millennial Experience will Define America’s Vacation Culture. It’s available to download for free. http://ow.ly/gsDi303tDQb
It’s a fascinating and, to be frank, depressing work. It’s worrying from the point of view of a fellow human being, but frightening for our tourism industry. Although the report studies American attitudes, I have a feeling it applies to many nations.
Apparently the definition is based on belief that:
No one else at my company can do the work while I’m away
I want to show complete dedication to my company and my job
I don’t want others to think I’m replaceable
I feel guilty for using my paid time off
The workers who fit that definition tend to be slightly more female (52%), slightly less likely to be married (55% are married, compared to 62% overall), but what is most alarming is that they are overwhelmingly Millennials. More than 43% of work martyrs are Millennial, compared to just 29% of overall respondents.
I find all this strange given that this demographic have all the tools to take vacations, yet remain ‘in touch’ if they want to. Ubiquitous internet connectivity provides the means to avoid the backlog when you get back, or the ‘not being available’ worry – if you feel unable to cut the ties for a few days.
I’ll leave you to read the report, which if you’re in any sort of supervisory position you should. The future health of your employees and your organization depends on you being the change agent to modify this crazy mentality!
I mentioned this report to my researcher-in-chief (my wife!) who lead me to a Washington Post article (http://ow.ly/VHpX303tBEr) about why Millennials apparently eat cereal. Long story short, although it’s simple to pour the
cereal out of the box, and add milk, you have to clean up the bowl and spoon afterwards! No comment on the apparent laziness of this, it’s more to do with needing to be working rather than cleaning. This also gives a reason for the massive increase in the sales of coffee pods which grew by 138,325% (yes, you read that correctly) between 2004 and 2014. I actually do approve of coffee pods, as the alternative to me was a fancy coffee machine which I felt I had to use. That resulted in way too many espressos a day….but I digress.
So the need to concentrate on work appears to be the reason for not taking vacations and not eating cereal. Interesting sociological points.
However, let me address my fellow travel and tourism professionals……
What are WE going to do about it? (The lack of vacations, not the breakfast choice)
Hopefully as they age, the Millennials will chill out and start to consider their position. They’ll realize that there’s more to life than always working, and that dedication to work and vacationing are not mutually exclusive. In the meantime we have the Boomers and Generation X to rely on. Although not for long. If this mindset continues, it could spread both up and down the generations.
How does the Industry react and how do we – who depend on people visiting our hotels, resorts, attractions, locales and areas; on using our airlines, car rentals, trains, buses etc – make the vacation experience compulsive?
It appears that Millennials only listen to their boss, with 30% saying the boss is their most powerful influencer. Boomers on the other hand list their families (25%) and their doctor (21%) as the most powerful. Only 13% of Millennials consider their doctor – which is not surprising given their age. Perhaps the Tourism Industry need to deal with the boss. Making deals with companies to persuade their employees to travel for leisure? Allowing employees to tack leisure trips on the end of business trips? Using leisure travel as a reward for good work?
I don’t have all the answers (call me for some of them!), but it is a question that our industry needs to address – maybe while you’re relaxing on vacation….