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Newsletter of the Tourism Industry Association of Newfoundland and Labrador

SUMMER 2015

www.hnl.ca

NATURAL ATTRACTIONS:

one of Newfoundland and Labrador’s greatest tourism assets

Gros Morne National Park Photo Credit: Newfoundland & Labrador Tourism


SUMMER 2015

Carol-Ann GILLIARD

The Fascinating Times of Tourism

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It has been said that in order to live a fascinating life – one brimming with art, music, intrigue, and romance – you must surround yourself with precisely those things. The longer I work in tourism, the clearer this philosophy becomes and how this is the ultimate value that tourism brings to the world. Don’t get me wrong, I could go on and on about the economic value of tourism, which is substantial. Beyond the revenues generated, there are thousands of jobs created and a multitude of other social, environmental and cultural benefits that tourism brings to all parts of Newfoundland and Labrador. But the pure value that tourism creates for people as individuals – travellers, tourism business owners and workers – is a fascinating life. Travelling is about experiencing new places, rare sights, unique food, different activities and absorbing fresh ideas, cultural understanding, comfort and relaxation. All of these things contribute to our emotional well being, give us a boost of energy, help us see life from a different perspective, provide an outlet for

enrichment and discovery and, perhaps most importantly, breed opportunities to make connections with people and places. Newfoundland and Labrador is an amazing place for building those connections, which is why we have steadily grown as a competitive tourism destination. I am proud to say that our travellers rave about their vacations here, the emotional experiences they have and the friends they make. People generally have emotional encounters here that they have not experienced before or elsewhere. And while the experience is not the same for everyone, it is amazing how many people have travelled to Newfoundland and Labrador for a trip and ended up staying for a lifetime. That’s the fascinating life for travellers. There is an equally, powerful effect on the other side of the travel equation, experienced by the people that welcome and host travellers. I can say with great certainty that the people who invest in tourism businesses in our province have an understanding of not only the financial potential, but also the fascinating life that comes with it. It is, after all, a people industry. By far, tourism is made up of people that share a deep yearning for travellers to feel a strong connection to this place and its people, to taste the rich culture dripping from every surface and to be engulfed by the same sense of belonging and comfort that they themselves feel. In creating these experiences, we get to see these moments of enlightenment in travellers up close and personally. Whether these deep connections with travellers are made over a cup of tea and a yarn, over the gunnels of a boat, in the thick of the woods or over the floorboards at a kitchen party, all of these experiences in their own way are filled with art, music, intrigue and a fair bit of romance!

The satisfaction that comes from delivering these experiences is like nothing else. If you don’t believe me, go to the Facebook page for Newfoundland and Labrador Tourism and watch some of the videos of tourism operators (Jill, Joe, Stan, Bob and others) talking about their most memorable experiences with travellers. I dare you to not get goose bumps at their excitement, energy, passion and pride! This is the time of year when we are in the heights of tourism and a new batch of travel stories are being created that will fill your heart with pride and warmth. This new batch of stories is being created by an industry and thousands of workers that love to share this place with the world, creating memories that will last a lifetime, not only for travellers but for themselves. We have something special here in Newfoundland and Labrador and the potential for tourism is immense. Travellers want to experience what we have and we want to proudly share it…a winning combination. If you are someone who currently calls the tourism industry your home, thank you for the good work you are doing to make our travellers feel at home and have the experiences of a lifetime. You are the face and heart of Newfoundland and Labrador and will make the difference between a good and a great vacation! If you are someone looking to make a life change, think about a life in tourism. Surrounding yourself with the things you love to do daily and getting paid for it… simply fascinating!

Long-time Hospitality NL members, Jill Curran, Stan Cook Jr. and Joe O’Brien, share their favourite memories with travellers in Newfoundland and Labrador! Click photos to view.

Carol-Ann Gilliard CEO, Hospitality NL @CAGilliard


From May 31 to June 6, tourism stakeholders across Canada celebrated Tourism Week with any and all things tourism up for discussion, contemplation and celebration. Here in Newfoundland and Labrador, Hospitality NL was proud to partner with stakeholders across all regions of the province and Canada to partake in breakfasts, luncheons, mixers, campaigns and events of all kinds to draw attention to the tremendous impact of the tourism industry and its incredible potential to continue to enhance our economy and way of life. As someone who has always believed in the potential of the tourism industry in NL, it is incredibly rewarding to see where the industry stands today. More than $1.1 billion in economic activity generated yearly. Eight percent of provincial jobs. More than 2,500 tourism business across all regions. Half a million non-resident travellers drawn to our shores each year. Accolades and bucket-list check marks too numerous to count. I could go on and on, but the common thread among these achievements is the incredible amount of collaboration, hard work and dedication given by people who believe in tourism. However, the reality is crunch time is upon us. Vision 2020 is less than five years away and two government elections are mere months away. I’ve said it before and I’ll continue to say it as long as anyone is

willing to listen to my message: tourism matters. It matters to the economy, to residents, to travellers, and to us, the industry working hard every day, investing significant resources in infrastructure and building experiences to ensure tourism’s continued success and the future success of our province. Tourism must also matter to political candidates and the time to ensure this is now. Growing at a global annual rate of 5%, tourism generates solid investment, gainful employment and offers incredible opportunities for sustained long-term growth and development province-wide. Comprised of primarily small- to mediumsized businesses, tourism services and attractions support the needs of a growing economy by providing the foundation of services and attractions (accommodations, transportation services, restaurants, etc.) that other business sectors need to grow, attract workers and leverage private investment thereby supporting sustainable and viable communities. Tourism matters to us all and our matters must be at the forefront of political discussions involving all candidates. To ensure future successful development and sustained growth, tourism requires long-term planning; upcoming government elections provide an unparalleled opportunity to ensure what matters to tourism operators is indeed factored in the long-term commitments made by those seeking public office. Further investment and public policy change in tourism is part of a balanced solution to growing economic opportunities and diversification in Newfoundland and Labrador. Through continued collaborative efforts, and a commitment to the sustainable development of our industry, we can grow visitation, spending and tax revenue and continue to create new employment opportunities. We can build upon our significant role in supporting economic development by attracting more businesses, more travellers and more investment to our communities, regions and the province as a whole.

Election candidates must acknowledge the significance of the tourism industry and commit to its support and development through marketing, product development, quality assurance, etc. Our ‘commit list’ is not small; however, perhaps most important is that government commits to listening to and collaborating with industry. While collaborative industry initiatives such as the Destination Development Processes are unveiling opportunities to maximize growth and helping to ensure that our province remains competitive and a premier destination among travellers, issues such as the proliferation of unlicensed accommodations and the need for a comprehensive multi-modal transportation strategy threaten the very reputation that we have worked so hard to establish. Unlicensed accommodations, establishment of public policy that encourages sustained investment, viable transportation systems, growth and development of vibrant communities – what matters to the tourism industry matters to all industries and to the future of Newfoundland and Labrador and those of us who choose to work and live here. Tourism represents not only a connection to our past heritage but a direct link to a strong and healthy future. I am calling upon all tourism operators in all regions across the province to take advantage of the opportunities before us; the busy summer season in here and there is no better time to draw attention to the success of tourism in your region and identify the priorities before us to achieve growth. Sir Winston Churchill once said, “I never worry about action, but only inaction” and I agree wholeheartedly with him. Why? Because tourism matters.

Rex Avery Chair, Hospitality NL @HNLChair

SUMMER 2015

Rex AVERY

Tourism Matters

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SUMMER 2015

The Protection of Tourism Assets

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Tourism in Newfoundland and Labrador is a resource-based industry with our natural surroundings and untouched areas making Newfoundland and Labrador a desirable and unique travel destination. The continued success of tourism and achievement of our Uncommon Potential: A Vision for Newfoundland and Labrador Tourism is dependent on the industry’s ability to access and responsibly utilize the land and water resources of the province. Sustainable management of our natural tourism resources not only protects the resources themselves but also the viability of sectors that depend on them, both directly and indirectly. The ecological integrity of such areas is of vital importance, yet rare and special areas are increasingly the source of competing land use issues. Development decisions are often irreversible and, as a resource-based industry, tourism requires vision and stewardship for the responsible development and protection of our natural areas. The need for core development principles around areas of high tourism value, established in collaboration and consultation with tourism operators in Newfoundland and Labrador, continues to grow. To ensure

ard Program

the long-term sustainability of the tourism industry, while providing a balance with other resource-based industries and continued community development, Hospitality NL has been working to establish comprehensive Tourism Resource Management Principles that prioritize key tourism assets. Such principles must include legislated policies, procedures and strategies, based on sound research and detailed analysis. In Newfoundland and Labrador, there are rare and special places that can be considered ‘crown jewels of tourism’ and must be treated with utmost respect ensuring their sustainability. These areas, some of the provincial tourism industry’s biggest demand generators, require special consideration when deliberating land use and management regulations and legislation. Development initiatives, in and around such areas, must work in harmony with the sustainability of other resources and industries that rely on natural resources, such as tourism, so that all regions of Newfoundland and Labrador can benefit economically, environmentally and socially. Tourism Resource Management Principles will prioritize key tourism assets such as Gros

Morne National Park, facilitating their longterm protection and sustainability. Newfoundland and Labrador’s tourism industry has established a long-term vision for the future that focuses on a sustainable tourism industry contributing to a healthy diversified economy. Even in times of economic volatility and fiscal restraint, tourism and travel has continued to flourish as a renewable resource industry that benefits all regions of our province. Tourism Resource Management Principles support a balanced management of our province’s natural resources, an approach that is paramount to the growth and development of our economy and the quality of life for our residents. As the province continues to thrive as a desirable place to live and do business, the need for such a balanced approach has never been greater. Hospitality NL believes industry consultation and feedback from operators is crucial to successful policy and advocacy efforts in all areas and we encourage members to make sure their voice is heard. Learn more about our policy priorities online or contact Hospitality NL’s Manager of Policy and Communications, Leslie Rossiter.

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Building a Strong Industry for a Strong Future to leadership development. Collective needs were identified and programming will be offered for business operators/ managers and employees in areas such as business operations and customer service, experience development, marketing, e-commerce, digital marketing and social media, among others. Through this process, Hospitality NL hopes to develop a highly skilled, dynamic, professional workforce to deliver quality services and experiences, as well as promote the adoption of a training culture by demonstrating the benefits and return on investment to industry. With an arsenal of training resources, knowledgeable staff and a supportive and collaborative approach among all industry stakeholders, Hospitality Newfoundland and Labrador

is the source of resources and information pertaining to skills and knowledge development for NL’s tourism industry. Keep an eye out for upcoming learning events, as well as opportunities to grow and develop your business or career as part of one of the world’s fastest-growing and most sustainable industries. Project partners include the Department of Business, Tourism, Culture and Rural Development (BTCRD), Atlantic Canada Opportunities Agency (ACOA), the five provincial Destination Management Organizations (DMOs) and the NL Tourism Board. For more information, or to inquire about training opportunities, please contact Hospitality NL’s Manager of Workforce and Industry Development, Juanita Ford.

St. Jude Hotel, Clarenville Louise Holloway, Front Desk Agent

NEWLY CERTIFIED

Department of Business, Tourism, Culture and Rural Development, St. John’s Airport Visitor Information Centre Ryan Osmond, Tourism Visitor Information Counsellor Fairfield Inn and Suites, St. John’s Paula Harris, Housekeeping Room Attendant Ocean View Hotel, Rocky Harbour Todd Wight, Hotel General Manager Comfort Inn Airport, St. John’s Todd Winsor, Line Cook Melissa Osmond, Front Desk Agent

SUMMER 2015

Recognizing that operators in the tourism industry are inundated by the many skills and knowledge offerings available to them, often unsure about the best training options, Hospitality Newfoundland and Labrador led a process with its NL Tourism Board partners to develop a plan to coordinate training needs for the next three years. With the provincial mandate to lead and coordinate tourism skills and knowledge initiatives, Hospitality NL initiated a collective review and prioritization of identified needs, and created a collaborative three-year action plan. The NL Tourism Skills, Knowledge and Workforce Development Action Plan encompasses initiatives that will engage industry, from frontline employees

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MEMBER PROFILES

For a complete listing of Hospitality NL members, please visit our Membership Directory

Hospitality Newfoundland and Labrador believes the strength of the tourism industry lies in the creativity and passion of tourism operators who continually strive to reach new heights of success. Hospitality NL’s strong member network is as diverse as our industry’s offerings and we are proud to profile some new members below:

SUMMER 2015

Newfoundland International Vacation Group Ltd., St. John’s Newfoundland International Vacation Group Ltd. provides clients with high-end customized travel in Newfoundland. Clients not only participate directly in designing their unique Newfoundland exploration by choosing from menu-style travel products portfolio, but also enjoy our comprehensive royal service, making it an indelible Lost and Found experience in life! Contact us!

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By

The Claddagh Inn, St. Mary’s A refurbished convent, this Coastal Inn offers reserved fine dining, casual fresh lunches and a tiny guest pub; GF menu available! Exquisite woodwork, views, art & musical pieces connected with a rich sea heritage. Access to Irish Loop amenities: golf, whales, birds and fossils. Bilingual service. Local, short scenic hikes. Contact us!

Bonavista Institute for Cultural Tourism, Bonavista The Bonavista Institute for Cultural Tourism is a leading-edge centre for professional development in the Cultural Tourism sector in Atlantic Canada focused on assisting tourism operators and cultural providers in delivering world-class visitor experiences. Contact us!

Tucker’s Cottages, Reef’s Harbour Six two-bedroom (1 smoking unit) and two one-bedroom fully-equipped housekeeping cottages with free internet; coin-operated laundry; satellite cable TV. Ideal location for touring Northern Peninsula - 30 minutes to Labrador Ferry; 1 1/2 hours to St. Anthony and L’Anse aux Meadows. Contact us!

Salmon Hole Lodge, La Poile Since 1967, family owned lodge on the beautiful & remote La Poile River offering world-class salmon fishing to only 6 guests each week. Comfortable accommodations, guide service that is second to none and fabulous food in a relaxing atmosphere. Friendly staff provide a unique wilderness experience with all the comforts of home! Contact us!

e S WAVE Bed & Breakfast

By the Waves B&B, Nicky’s Nose Cove 709 624 0199 Single story ranch homeTel. with comfortable, John & Karen Harcourt bythewavesnl@gmail.com spacious rooms and an ocean view. We are PO Box 74 R.R. #1 www.bythewaves.ca Jacksons Cove NL A0J 1G0 By the Waves Bed & Breakfast located in the small community of Nicky’s Nose Cove. Watch the sun rise over Nicky’s Nose; hike trails in the area; watch icebergs, whales or seabirds; or admire the sun setting over the Cove. Contact us!

Round Da Bay Inn, Plate Cove West Located in beautiful Bonavista Bay, sixteen cool themed rooms, a warm welcome, and natural wonders await you here! Enjoy some delicious meals at our on-site restaurant, Bella’s, or visit our Gallery and Gift Shop to find the perfect gift or souvenir. Contact us!

For over 40 Years a leader in Event Technology Audio Visual Trade Shows Simultaneous Interpretation Sound and Lighting systems 3D Renderings and Floor Plans 24 Hour Support 7 Days a Week 5th Consecutive Year

www.easternaudio.com

800 640 4691

709 722 0864

info@easternaudio.com

Sunset Motel, Conception Bay South Overlooking beautiful Conception Bay South, the Sunset Motel welcomes you to your home away from home with a unique touch of Newfoundland hospitality. Friendly and courteous staff care about you, making you feel welcome day and night to ensure you leave with treasured memories of a truly wonderful stay. Contact us!


General Liability Insurance: Your Defence Against Liabilities Submitted by: Cal LeGrow Insurance Limited

What Does CGL Cover?

A typical CGL policy provides coverage for claims of bodily injury or other physical injury, personal injury (libel or slander), advertising injury and property damage as a result of your products, premises or operations, and can be offered as a package policy with other coverages such as Property, Crime, Automobile, etc. As a safeguard against liability, CGL enables you to continue your normal operations while dealing with real or fraudulent claims of negligence or wrongdoing. CGL policies also provide coverage for the cost to defend and settle claims. Here is more detail about what a typical CGL policy may cover: • Automatic Additional Insured – Coverage is provided for written contracts, agreements and permits. • Personal and Advertising Injury – Protects against offences made by you or your staff during the course of business, such as libel, slander, disparagement or copyright infringement in advertisements. • Defence Costs – Provides coverage for legal expenses for liability claims brought against your business, regardless of who is at fault.

• Medical Expenses – Provides coverage for medical expenses if someone is injured on your premises or by your products. • Occupiers and Operations Liability – Provides coverage for bodily injury and property damage sustained by others on your premises or in conjunction with your business operations. • Products Liability – Provides coverage for bodily injury and property damage sustained by others as a result of your products.

How Much Coverage Does Your Business Need?

The amount of coverage that your business needs depends on the following risk factors: • Premises – This is a high concern. Are adequate exits available? Are stairways, railings, elevators, and floor coverings in good condition, meeting all life safety regulations and concerns? How good is the overall care and maintenance of the premises? Are rooms re-keyed after each use? Are master keys kept secure and accounted for at all times? What services and recreational facilities are offered to patrons? Some of the most frequent areas to evaluate are exercise rooms, swimming pools, laundry facilities, gift shops, barber, beauty and other personal services. Each will have its own set of exposures to review. • Risk of Preparing and Serving Food – Involves the many different process and operations such as baking, cooking, deep fat frying, cooling or

freezing of the prepared food. Other hazards to be concerned about is making sure that the area that you are serving the food is free of hazards so that it is accident free for the safety of the patrons and staff. • Operations – Business that have operations that have a higher risk requires more coverage such as adventure tourism or establishments that serve alcohol. The type of business has an impact on the coverage and the cost of Liability Insurance. Premiums for Commercial General Liability are determined by the following factors: Operations, Revenue, Payroll, Claims and Staff Qualifications.

Other Ways to Protect Your Business, In Addition to CGL: • Establish a high standard for product quality control at your organization. • Keep all company records up to date and accurate. • Train your employees thoroughly and properly. • Ask Cal LeGrow Insurance Limited for safety and compliance information.

Cal LeGrow Insurance Limited understands that your business needs to be protected, and we are here to help! Please contact us today to learn more about our risk management and insurance solutions.

This is not intended to be exhaustive nor should any discussion or opinions be construed as legal advice. Readers should contact legal counsel or an insurance professional for appropriate advice. © 2011-2013 Zywave, Inc. All rights reserved.

SUMMER 2015

The only way to effectively protect the assets of your business is to carry adequate Commercial General Liability (CGL) Insurance coverage. CGL protects your business from damages caused by bodily injury or property damage for which your business is found to be legally liable.

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SUMMER 2015

Hospitality NL Chair @HNLChair

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Carol-Ann Gilliard @CAGilliard Craig Foley @craigfoleyHNL Melissa Ennis @mennisHNL Tania Heath @TaniaHeathHNL Juanita Ford @JuanitavFord Destination Labrador @LabradorTweets Western Newfoundland @WNewfoundland Adventure Central @CentralNL Destination SJ @DestinationSJ Legendary Coasts @LegendaryCoasts Newfoundland & Labrador Tourism @NLtweets

St. John’s Airport @stjohnsairport - Jun 6 We love being a part of your adventures, moments and experiences. #tourismweek #yyt #expYYT BonneBayMarineStn @BBMarineStation - Jun 5 Celebrating tourism week! #tourismweek @WNewfoundland @VisitGrosMorne @HospitalityNL https://youtu.be/cLgjWcTzvGM via @YouTube Carol-Ann Gilliard @CAGilliard - Jun 4 Excellent @gandercommerce #tourismweek luncheon w @SandyRCollins @InnAndChuckys @HospitalityNL @CentralNL @Come2Stay colette kavanagh @Aschoonerinn - Jun 3 #TourismMatters. Last season our guests spent approx $80,000 on food & lodging in this #NL town Melissa Ennis @mennisHNL - Jun 3 Love hearing from operators about what they’re up to & expectations 4 the season that’s already in full swing! #tourismweek @WNewfoundland Steve Denty @SteveDenty - Jun 3 It is #tourismweek! Very proud to work with a great team @MurrayPremises, and serve on the NL Tourism Board as @HospitalityNL Industry Rep The TIAC Team @TIAC_AITC - Jun 2 #TourismWeek in Canada: Develops TRADE, Attracts INVESTMENT & Creates JOBS: http://buff.ly/1BHsT4F  #TourismMatters Hospitality NL @HospitalityNL - Jun 2 Juanita & Leslie are in Twillingate for a #TourismWeek luncheon and spent a lovely evening at @icebergcapital! O’Brien’s Boat Tours @obrienstours - Jun 2 A beautiful Tuesday #TourismWeek morning! #Whales #puffins and #Seabirds yesterday, what’s in store today?! @NLtweets

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Trends #myHNL #tourism #tourismtech #travel

Hospitality NL @HospitalityNL - Jun 8 ICYMI: During #TourismWeek we asked why people love working in tourism. Hear their answers in these short clips! http://bit. ly/1BTZ5Sl

#Newfoundland #Labrador #exploreNL

Legendary Coasts, NL @LegendaryCoasts - Jun 1 Tkx partners 4 joining us @LakesideNL for kickoff to Tourism Week 2015! Amazing people! #tourismweek @HospitalityNL


Tourism Week Highlights Celebrated this year from May 31-June 6, Tourism Week is a national initiative that highlights the impact of travel and tourism in Canada and raises the sector’s profile with policymakers from coast to coast. Throughout the week, Hospitality NL, along with tourism organizations, businesses and other partners, organized and engaged in a wide variety of local and regional activities and events that showcased the economic impact and social benefits of Canada’s tourism sector for the media, the general public and all three levels of government.

Gander & Area Chamber of Commerce Tourism Week Luncheon. L-R: Wayne Hallett, Road to the Beaches Tourism Association; Carol-Ann Gilliard, Hospitality NL; The Honorable Sandy Collins, Minister of Child, Youth and Family Services, MHA Terra Nova; Phallan White, Gander & Area Chamber of Commerce; Hazel Bishop, Gander & Area Chamber of Commerce; Shannon Pinsent, Adventure Central Newfoundland.

“I love tourism because it’s our opportunity to share with the world all the beauty from the Iceberg Capital of the World. Icebergs, whales and beautiful coastline!” – Wilma Hartmann, Anchor Inn Hotel & Suites

Hospitality NL CEO, Carol-Ann Gilliard, brings greetings during the Gander and Area Chamber of Commerce Tourism Week Luncheon.

“I love tourism because every day we get to laugh, sing, dance, clap, eat, drink, and celebrate everything that is Newfoundland and Labrador and we have a lot to celebrate don’t we? Just look around us!” – Kathie Hicks, Spirit of Newfoundland Productions

Hospitality NL member, Deborah Bourden of the Anchor Inn, speaks at the Twillingate Tourism Week Luncheon.

“I love working in tourism because I love making people happy.” – Janet Denstedt, Old Salt Box Co.

Great tourism discussion amongst stakeholders at the Go Western Newfoundland Tourism Week Mixer.

Eastern region tourism stakeholders attend a Tourism Breakfast Club Meetup at the Lakeside at Thorburn.

“I love being in the hospitality and tourism industry because I get to meet new people all the time and watch their faces as they see a whale for the very first time or an Atlantic Puffin for the very first time. People are WOWed by the fact that we have such great, beautiful wildlife here on the east coast of Canada.” - Joe O’Brien, O’Brien’s Whale and Bird Tours

SUMMER 2015

“We love working in the tourism industry because we are one big, happy family!” – Staff, Hotel Port aux Basques

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Tourism Partners

SUMMER 2015

Newfoundland and Labrador Tourism Board

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Now is the time when industry is welcoming the world. Preparations are made, fine tuning is completed and everyone is putting their best foot forward. When we think about how all that is possible, we cannot ignore the role of volunteers. The important role that volunteers play in the tourism industry is often talked about. From taking time out for community events, to participating on Boards of Directors of all shapes and sizes, it is well understood that it would be virtually impossible for the tourism industry to operate without the help of volunteers. This is also the case for the NL Tourism Board and it is time to say thank you to one of our most dedicated volunteers. Barry Rogers’ two-year term as Chair of the NL Tourism Board has now been completed. Having previously completed a two-year term as a director on the NL Tourism Board, Barry saw value in continuing his involvement when he was approached by the Minister of Tourism, Culture and Recreation to act as the appointed industry Chair in 2013. His dedication and commitment to the role

has been tremendous and a few words of thanks will simply never be enough. As a private-public partnership, the entire Tourism Board is comprised of very dedicated individuals, government and industry representatives alike; however, it is the industry representatives that must choose to volunteer their time to be a part of the big picture. With demanding schedules and private businesses that their livelihoods depend upon, these volunteers, just like so many more throughout the industry, see value in the big picture and understand the importance of contributing. Barry is not unlike many more that see the value in contributing and found the time, somewhere, somehow to be a part of the solution. Barry’s guidance over the last two years has enabled the Tourism Board to become a more cohesive and collaborative unit en route to achieving the desired goals. As such, he leaves the Tourism Board in a good position to continue the work that will help us all achieve the goals outlined in Vision 2020. Most notably, Barry’s passion for

ensuring the sustainability of the tourism industry for the long term has given the Tourism Board a solid platform for addressing sustainability concerns and determining where to begin with this complex issue. Those that have ever worked with or met Barry can appreciate that his passion for the industry is only one, amongst a good many things, that will be missed. While his large personality and his ability to spin a “yarn” has made the “Skipper” a welcome character around the Tourism Board table, it is his steady hand in a storm and his ability to always find true north that will make him difficult to replace. So, in thanking Barry for his time and commitment to the industry, we also thank the countless other volunteers as well. Tourism Board partners often say, “We are all in this together,” and this certainly includes volunteers. The tourism industry is built on the roots that you have laid and as we strive to advance to unprecedented heights, we look forward to working with you on the journey. See you on the next tide.

Destination St. John’s Submitted by: Rhonda Hutton Destination St. John’s

Make the Most out of Travel Media FAMs Familiarization Tours (FAMS) or site inspection season is upon us. Travel media are coming to Newfoundland and Labrador to write articles for travel publications, to Instagram about the destination or write travel blogs. Travel Trade professionals are here to experience first-hand what their clients will experience and to build itineraries. To have travel media and trade professionals come to inspect the province and to experience it first hand is vital for us

to get the word out about the destination and it allows us the opportunity to put our best foot forward by showcasing our exceptional product and services. We work closely with the other DMOs, The City of St. John’s and BTCRD to fulfil FAMs. But we need your help too. Here is a link to the Canadian Tourism Commission’s YouTube training videos on how to work with media and what to expect. I encourage you to have a look and share them with everyone in your business. Have a great season everyone.

Working with travel media - http://www. youtube.com/playlist?list=PLT0FwvjMT86 kP73dLXUYFCl2dQVhhDLh5 Videos includes • Tips for successful pitching to media • Tips for success in travel media relations • Why work with travel media • Why tourism businesses work with travel media • How to design a successful Fam trip • Media relations in the social sphere


The Third “T” - Travel, Tourism & Technology? Submitted by: The Tourism Research Division of the Department of Business, Tourism, Culture and Rural Development

The rise of online travel is quickly reshaping the travel and tourism landscape. The shift spans all stages of the travel purchase cycle with travellers turning increasingly to the online channel for inspiration, trip planning, booking, and sharing of experiences during and after the trip. In addition to direct supplier websites for accommodations, car rentals and airlines, travellers are turning to online travel agencies (OTAs) like Expedia, metasearch companies such as Kayak and Trivago, and traveller review websites like TripAdvisor to plan and book trip details. While traditional telephone and in-person inquiries and reservations still play a role, the global trend toward online travel planning and booking has implications for the global tourism industry. Accompanying the rise of the online channel is the increasing importance of mobile and social media in the travel landscape. Recent research by Euromonitor International suggests that the mobile stream, in particular, will be the “new game changer” for the travel industry over the next ten years. Growth in global online travel cannot be ignored - it is outpacing growth of the overall travel market, growing by 9% between 2012 and 2013 (nearly three times as fast as the overall market) and accounted for one-third of worldwide travel sales in 2014 – a figure projected to reach 37% by 2015. Once seen as a country reluctant to jump on the online booking bandwagon, Canadian travellers are now catching up to the US and

Europe which have led the way in online uptake. Online bookings in Canada increased 10% in 2013 to $13.3B, with Phocuswright projecting online market growth of 25% by 2016 to represent 45% of the total travel market in Canada. An increasing number of Canadian travellers are turning to the internet when choosing a holiday destination, with 54% searching websites for inspiration. While online sources are gaining popularity, traditional offline sources, e.g. personal recommendations from family and friends and printed guide books, continue to play a role in destination selection, with 35% and 13% of travellers respectively citing use of these sources when choosing a destination. Among online sources, general search engines are the most popular at 52%, followed by travel review sites like TripAdvisor (36%), and OTAs (34%). Direct supplier websites (airlines, hotels) are also a go-to source, with 21% of Canadian travellers referencing them as an information source for planning their last trip. When it comes to booking travel online, half of Canadian travellers indicate that they ‘usually’ or ‘always’ book online, a significant increase from the 35% who did so in 2010. Moreover, the number of Canadian travellers who said they always book offline declined from 23% in 2010 to just 14% in 2014. The online shift is also seen in the US and Europe where more than 60% of travellers across the UK, US, Germany and France begin

Trip Booking Method

Leisure Trips Last 12 Months

Source: Phocuswright Canadian Online Travel Overview 3rd Ed. 2014 Presentation Base: Canadian travellers n=2028

Sources United Nations World Tourism Organization (UNWTO). Technology in Tourism, 2011. Phocuswright. Global Online Travel Overview Third Edition, 2014. Euromonitor International. Understanding the 21st Century Traveller, 2013. Phocuswright. Destination Unknown: How US and European Travellers Decide Where To Go, 2015. Phocuswright. Canadian Online Travel Overview Third Edition 2012-2016, 2014. Phocuswright. Traveller Technology Survey 2014, 2015. Skift. The State of Travel 2014, 2014. Cornell Centre for Hospitality Research. The Mobile Revolution is here: Are you ready?, 2015.

destination selection research online. Much like Canadian travellers, US and European travellers cite general search engines, OTAs and travel review websites as the three most popular information sources. Travel review websites like TripAdvisor play a significant role in destination selection and planning, with 44% of British travellers, 35% of American travellers, 36% of French travellers and 28% of Germans looking to reviews by fellow travellers when making their travel decisions. The shift to mobile is another trend reshaping the travel industry. While Canada still lags behind the US, Europe and Asia in terms of mobile bookings, the number of Canadian travellers researching destinations, activities, hotels and flights on mobile devices is significant – over 40% of mobile travellers researched local activities on their mobile devices, and over 30% looked for hotel rooms, flights or accessed their existing reservations. Smartphone ownership in the US has been increasing rapidly, with 87% of travellers owning a smartphone in 2014, surpassing laptop ownership (79%). Furthermore, the number of American travellers reporting multidevice ownership (laptop, smartphone and tablet) increased from 32% in 2013 to 47% in 2014. As one may expect with such high levels of online and mobile penetration, nearly 7 in 10 American travellers used a mobile device during some stage of their trip planning. The mobile channel also plays a key role in creating in-trip opportunities for tourism operators, with travellers often using mobile devices while at their destination to search for local activities, last-minute hotel rooms and flight information. Travellers are also turning to mobile to share their experiences. Research by the Canadian Tourism Commission found that Canadian travellers use mobile to share experiences on their social networks - 18% used their mobile phone to share photos or messages on social media during a trip within Canada while 33% reported sharing photos or messages after the trip using a computer, smartphone or tablet. The shift to online and mobile presents tourism operators with both challenges and opportunities. As today’s travellers embrace the ease and convenience of online travel planning and booking, tourism operators must be responsive to changing travel habits by providing the tools travellers have come to expect. Developing a mobile-compatible online presence not only allows operators to reach the traveller before and during the trip, but also allows for better customer engagement and relationship-building throughout the travel purchase cycle.

SUMMER 2015

The Shift to Online Travel

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SUMMER 2015

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Tourism Times - Summer 2015  

The newsletter of the tourism industry association of Newfoundland and Labrador.

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