Tourism Times - Winter 2018

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WINTER 2018

www.hnl.ca

Photo: NL Tourism; ©Copyright Dru Kennedy Photography

Newsletter of the Tourism Industry Association of Newfoundland and Labrador

WINTER BOIL UP in Western Newfoundland


Your Tourism Industry Association

Tourism Times is a quarterly publication of Hospitality Newfoundland and Labrador. Opinions expressed by contributers and advertisers do not necessarily represent those of Hospitality NL.

Hospitality NL Board of Directors Chair Vice-Chair Director Director Director Director Director Secretary/Treasurer & Hotel/ Motel Sector Rep Deborah Bourden Bed & Breakfast Sector Rep Todd Perrin Food & Beverage Sector Rep

Hospitality Newfoundland and Labrador, established in 1983, is a non-profit membership association that leads, supports, represents and enhances the province’s tourism industry. Hospitality NL has been the voice of the provincial tourism industry since the association was founded. Its work on behalf of members and the industry itself has played a crucial role in developing the tourism industry into the flourishing economic driver that it is today. Hospitality NL is focused on advocacy, education, the adaptation of innovative technology and the promotion of a strong member network. Through forward thinking and fostering the growth of its members, Hospitality NL continues to be the leader of the tourism industry in the province.

Dion Finlay Scott Hillyer Darlene Thomas Terence Hickey Steve Denty Joe O’Brien Rhonda Hutton Larry Laite

(Full board contact information available at www.hnl.ca)

Staff Listing Craig Foley Chief Executive Officer Juanita Ford Manager, Workforce and Industry Development Melissa Ennis Manager, Policy and Communications Karen So Accountant Susie Greene Membership Coordinator Allie Bourden Training Coordinator Jennifer Brown Technology Coordinator Minerva King Operations Coordinator

Head Office

71 Goldstone Street (Suite 102) St. John’s, NL A1B 5C3 Tel: (709) 722-2000 Toll Free: 1-800-563-0700

Desktop Layout

Image 4 Digital Printing & Design Inc. 1170 Topsail Road, Mount Pearl, NL A1N 5E8 T: 709-747-3850 E: brenda@image4.ca W: www.image4.ca

SUSTAINABILITY

Hospitality NL believes that the industry’s sustainability for future generations is of utmost important. The preservation of our province’s natural and cultural integrity, and the economic sustainability of our businesses and organizations are vital to this end.

WHOLE INDUSTRY PERSPECTIVE

Hospitality NL recognizes, respects and responds to the diverse needs of our rural and urban members operating various types of businesses and organizations.

ENVIRONMENT

Hospitality NL believes that our environment is our most valuable tourism asset and an essential component of the tourism industry’s future. We are dedicated to the sustainable development of our natural and cultural resources and the protection of our environment.

TECHNOLOGY

Hospitality NL believes technology is an enabler. We encourage and support our members in the integration of technology to support their growth and profitability.

ACCESSIBILITY

Hospitality NL is committed to assisting our members, regardless of where they are located, to obtain the resources and tools they require.

VISION

Hospitality Newfoundland and Labrador, the voice of tourism, provides leadership and direction for the sustainability and growth of the tourism industry.

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

Hospitality Newfoundland and Labrador is supported by the tourism industry and

7th Consecutive Year

www.easternaudio.com

800 640 4691

709 722 0864

info@easternaudio.com


It’s time for Hospitality Newfoundland and Labrador’s Annual Conference and Trade Show! Each year in February, a delegation of the provincial tourism industry gathers at this event in order to learn, share, network and grow. With hundreds of tourism stakeholders from industry, government and not-for-profit all assembled in one place, what an amazing opportunity for tourism operators to prepare for the upcoming busy summer season and learn of new trends and opportunities happening in travel and tourism! Hospitality NL does its best to build a

yearly program that is relevant to the current industry outlook and provides delegates with valuable learning opportunities and takeaways that can be applied to their business. You can read more about program details on pages 4 and 5, or online at www. hnl.ca/conference. We also strive to meet the needs of industry by offering flexible registration options. This year, Hospitality NL introduced the Next Generation Pass, designed for tourism operators who wish to introduce future leaders to the tourism industry association at an affordable price. This provides the perfect opportunity for a registered full delegate to bring along young managers, supervisors or front-line staff to attend the largest gathering of tourism operators in the province and learn more about the industry in which they are building a career. Other registration options, such as day passes, student rates and single event tickets, are also available to give delegates plenty of opportunities to connect at the event. For Hospitality NL members, the Annual General Meeting also takes place at the Conference (see program for details). Join the Board of Directors as they provide an overview of Hospitality NL activities for the past year and welcome new Board members. As always, there will be plenty of opportunity for members to voice their priorities to the Board to help guide the

Association’s activities in 2018 and beyond. One of my favorite events at the Conference each year is the Opening Reception. Happening in the Trade Show area on the first evening (February 20), this is where delegates get to reconnect with colleagues and buddies, suppliers and friends that they have not seen in a while – the night is all about networking and conversation. The Opening Reception is also open to the public so even if you weren’t able to register for the Conference, you still have an opportunity to stop by and check out the Trade Show and meet with tourism stakeholders. As with all Hospitality NL activities, the Conference and Trade Show is an event planned for the tourism industry, with input by the tourism industry. We love to hear your ideas and suggestions for how to continue to make our annual Conference a success! Remember to check out the program, registration options and special discounts on travel and accommodations online at www.hnl.ca/conference. I am truly looking forward to seeing you all in St. John’s.

Craig Foley CEO, Hospitality NL @craigfoleyHNL

Dion FINLAY

And just like that...

The time has come for my final Tourism Times message as Chair of Hospitality Newfoundland and Labrador. Wow – those two years went by in a flash!

In my first message as Chair of HNL in the Spring of 2016, I reflected on my earlier years of serving on the Board of Directors and how those experiences helped to shape the path forward for my business. If you read my message in Tourism Times this past Fall, you’ll see that I continue to stand by that assertion. In that first message, I also commented on the resiliency of the tourism industry. Not only has tourism and travel proved its ability to bounce back after facing adversity time and time again, it has also proved its ability to continue to develop and grow in the face of uncertain times. Tourism continues to be a bright light, one of the most stable, revenue-generating industries in our province that creates over $1 billion in spending each year! As Hospitality NL celebrates 35 years of serving as the voice of the provincial tourism industry, I have been reflecting on my short time as part of this industry. I have learned so much about the history of

tourism in Newfoundland and Labrador and the many years of work that have been put in by previous generations in order to grow this industry to be the economic driver and source of pride for Newfoundlanders and Labradorians that it is today. I look forward to continuing to be a part of this generation of tourism leaders who work to address the challenges we face as an industry. This association and its members have been such a big part of my business’ tourism journey thus far and it has been an honour to serve as Chair on behalf of my fellow tourism colleagues. I am excited to see what the next chapter holds but for now, I’ll see you at the Conference!

Dion Finlay Chair, Hospitality NL @HNLChair

WINTER 2018

Craig FOLEY

It’s the Most Wonderful Time of the Year

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35TH ANNUAL CONFERENCE AND TRADE SHOW

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Hospitality Newfoundland and Labrador is pleased to have tourism innovation leader, Doug Lansky, as keynote speaker for the upcoming Conference and Trade Show taking place in St. John’s, February 20-22, 2018. The keynote session is sponsored by Marine Atlantic Inc.

Doug Lansky is a tourism development thought leader who advises destinations and tourism companies around the world – from Singapore to Aruba, Google Travel to Amadeus – on strategic branding, marketing issues, visitor experience, industry trends and sustainability. Doug has a background as a travel journalist and editor with 20 years of experience writing for publications that range from National Geographic Traveler to The Guardian to Skift, and travelling to over 100 countries. Doug got his start as a travel journalist, but has moved on to destination marketing and development and now advises cities, countries and companies around the world. “The travel and tourism industry is in a constant state of transition, driving industry operators to continuously work on developing or enhancing their tourism product or experience,” says Hospitality NL Chair, Dion Finlay. “With expertise in tourism marketing and development, Mr. Lansky will discuss ways of adapting your tourism strategy by putting the visitor at the core of your experience, providing the most effective hooks to motivate travellers, as well as the level of quality and satisfaction they need to keep them coming back to our destination.”

PROGRAM HIGHLIGHTS

• Provincial Tourism Research Update – Highlights from the 2016 Exit Survey • Experience Design & Creative Problem Solving • Best practices in experience development featuring a panel of innovative industry operators • National Tourism Panel featuring Destination Canada, TIAC, Tourism HR Canada and Indigenous Tourism Association of Canada • Planning for Growth: How successful tourism operators invested Sponsored by BDC • Parks Canada Luncheon • Eat Local: How Local Ingredients Enhance the Culinary Tourism Experience

The Honourable DWIGHT BALL

WINTER 2017 2018

Doug LANSKY

Learning from the World’s Best Practices in Tourism

The Honourable Dwight Ball, Premier of Newfoundland and Labrador, will address delegates during the 35th annual Conference and Trade Show. Premier Ball will speak at the Provincial Tourism Luncheon taking place Wednesday, February 21 from 12:30 pm – 2:00 pm as part of the event.

Experience the St. John’s Night Life!

Come join Destination St. John’s for a fun filled evening of music at O’Reilly’s on GEORGE STREET! Our band for the evening will be The Bishops; a St. John’s-based Celtic-rock band that light up the stage with high-energy, live performances featuring original material and unique takes on traditional, pop, and Celtic music. Appetizers will be circulating and the bar will be open to give you a boost before you hit the floor!


FEBRUARY 20-22, 2018 ST. JOHN’S PLATINUM SPONSORS

Tourism, Culture, Industry and Innovation

GOLD SPONSOR

The Tourism Excellence Awards Gala is industry’s opportunity to celebrate the best of the best. The Tourism Excellence Awards take center stage as recipients are recognized. This event is business formal or black tie optional and provides industry, government and all other tourism stakeholders an opportunity to celebrate the success and growth of our tourism industry.

65% off

Receive the special Hospitality NL member airfare rate when you book your show travel with PAL Airlines.

5 BRONZE SPONSORS

Get all the details online!

Trade Show Exhibitors

Annual General Meeting

The trade show is an important component of Hospitality NL’s Annual Conference and Trade Show. It is the premier tourism trade show in Newfoundland and Labrador where suppliers can capture the attention of such a diverse group of tourism stakeholders.

Date: February 20, 2018 Time: 1-3 pm Location: Sheraton Hotel Newfoundland

• Simmons Canada • LG Electronics • Tourisme Saint-Pierre et Miquelon • Marine Atlantic Inc. • PAL Airlines • ExploreTNL – RDÉE TNL • Abell Pest Control • North Atlantic Petroleum • NL Association of CBDCs • BDC • Newfoundland Chocolate Company • Spartan Fitness Equipment • TempurSealy Canada • NL Employers’ Council • Steers Distribution • Parks Canada

SILVER SPONSOR

BOOKING IS SIMPLE! 1. Register for the Conference & Trade Show 2. Call Hospitality NL to obtain the special membership code and promo code 3. Call PAL Airlines Reservations at 1.800.563.2800 4. Select your dates and you’re done!

Join the 2017 Board of Directors as Hospitality NL Chair, Dion Finlay, provides an overview of the past year with the Chair’s Address. Hospitality NL will also announce the 2018 Board of Directors and welcome new members to the Board. As always, there will also be an opportunity for members to provide their priorities to the Board to help guide them in 2018 and beyond! The AGM is open to all Hospitality NL members, regardless of whether you’ve registered to attend the Conference and Trade Show.

WINTER 2018

Tourism Excellence Awards Gala

TOURISM EXCELLENCE AWARD SPONSORS

CORPORATE SPONSORS

Orange

I

Red

I SUPPORTED BY


Recruit qualified tourism employees at Job Fair

Along with our partners, Hospitality NL is proud to announce the return of the Tourism Job Fair this spring. This inclusive event will feature prominent tourism employers from around the province, all of which are hoping to recruit employees for job vacancies. When: April 11, 2018 Where: Holiday Inn St. John’s, 180 Portugal Cove Road

Employers attend breakfast featuring guest speaker, Mark Wafer at the 2017 Tourism Job Fair.

WINTER 2018

For more information and/or to inquire about purchasing a job fair booth, please contact Hospitality NL’s Training Coordinator, Allie Bourden.

Job seekers chat with potential employers at the 2017 Tourism Job Fair.

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ard Program

YOUR WORLD IS UNIQUE. WE INSURE IT.

®

Members of Hospitality Newfoundland and Labrador or employees of a member company are eligible for preferred personal home and auto insurance rates. Our products, services and discounts are designed specifically for group members and there are many opportunities to save. Call 1-877-4STEERS today for your no-obligation, insurance quote. PLUS! You can earn one AIR MILES® reward mile for every $20 in premium on your home and auto insurance from RSA.* *All AIR MILES offers are subject to the Terms and Conditions of RSA, and may be changed or withdrawn without notice. Terms and Conditions can be found at www.rsagroup.ca.

steersinsurance.com


HNL is your tourism training partner You can increase business productivity and performance as well as retain your employees through investment in training. Hospitality NL can guide your tourism business to new heights! Contact our Training Coordinator, Allie Bourden, to get on the path to profit. An internationally recognized customer service and tourism awareness training program

An online program meant to educate servers in the responsible service of alcohol

This program aims to improve the competitiveness of Atlantic Canada’s tourism industry by advancing the industry’s adoption, awareness and engagement of online technologies

Staff at the Marble Mountain Development Corporation completed WorldHost training in December 2017.

WINTER 2018

Training and certification programs from Emerit are recognized as the best training resources available to the tourism and hospitality industry This one-day workshop provides an overview of the knowledge and skills required by food and beverage servers

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Click Here to Learn more

HNL participates in a tourism opportunities session in Port Hope Simpson.

HNL’s Allie Bourden gives an overview of the association at a CBDC networking event.

HNL partnered with Legendary Coasts of Eastern Newfoundland on this tourism development opportunities session in Bonavista that featured technology training, a fam tour, and a sample of Rose Manor Inn’s murder mystery dinner!

NEWLY CERTIFIED PATRICIA ELFORD

Heritage Interpreter Baccalieu Trail Heritage Corporation

HNL member, Sheldon Payne of Newfound Marketing, hosts a webinar on Facebook advertising.


CELEBRATING

LONGTIME MEMBERS

As a non-profit membership association, Hospitality Newfoundland and Labrador leads, supports, represents and enhances the province’s tourism industry. Since its inception in 1983, Hospitality NL has worked tirelessly to be the voice of the provincial tourism industry and to play a role in developing the tourism industry into the flourishing economic driver that it is today. Hospitality NL relies on the input and feedback of every member and the association would not be what it is today without the support of its membership. In 2018, Hospitality NL is celebrating its 35th year of operation, and the current Board of Directors and staff would like to extend sincere thanks and appreciation to all longtime members who continue to support the tourism industry by bettering their businesses and working together to exceed guest expectations. Stay tuned to future editions of Tourism Times for more longtime member shout outs!

WINTER 2018

Please join us in celebrating those who have shown their support for many years; the following businesses have been members of Hospitality NL for 20-29 years!

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Check out the fall 2017 issue of Tourism Times for a list of our 30+ year members!

MEMBERS FOR 20-29 YEARS! • Delta St. John’s • Town of St. Anthony • Town of Marystown • Town of Happy Valley-Goose Bay • Restland Motel • Woodstock Colonial Restaurant • Woody Island Resort • Comfort Inn Corner Brook • Quality Hotel Harbourview • Parks Canada Eastern NL Field Unit • Maxxim Vacations • St. Christopher’s Hotel • Terra Nova Attractions (Splash-n-Putt Park) • PAL Airlines • Comfort Inn – Gander • Mary Brown’s – Marystown • Kilmory Resort • Mount Pearl Chamber of Commerce • Marble Mountain Development Corporation • St. Jude Hotel • NL Outfitters Association • Artisan Inn Trinity • Indian Bay Connections • White’s Bed & Breakfast • Toulinguet Inn B&B • Dock Marina Restaurant • Town of Grand Falls-Windsor • Seaside Restaurant • Mountain Waters Resort • Wildland Tours/Tourism Consulting Associates

• Viking Trail Tourism Association • Sugar Hill Inn Tours • Dockside Inn • Alpine Country Lodge • Simmons Canada Inc. • St. John’s Port Authority • Stan Cook Sea Kayaking Adventures • Town of Botwood • Tuckamore Country Inn • Miki Enterprises • Edge of the Avalon Inn • Marystown Hotel & Convention Centre • Comfort Inn St. John’s Airport • Hotel Stephenville • Lightkeeper’s Cafe • Pinetree Lodge and Cabins • Island View Hospitality Home • Victorian Manor Heritage Properties • Town of Harbour Breton • D.W. Knight Associates • Heritage Shops/Historic Sites Association of NL • Gros Morne Adventures • The UPS Store – Hamlyn Road • George’s Mountain Village • Grenfell Historical Society • Mayflower Inn and Adventures • Golden Sands Resort • The Leaside Group • Hotel Robin Hood • Battle Harbour Historic Trust Inc.

• King’s Point Pottery • The Haven Inn • Days Inn – Stephenville • Corner Brook Civic Centre • Quidi Vidi Brewing Company Ltd. • City of St. John’s • Hotel Port aux Basques • Islander RV Sales & Rentals Ltd. • Wild Flowers Country Inn • Brookdale Country Inn & RV Park • Sherwood Suites & Motel • Grande Meadows Golf Course • Banberry House Bed & Breakfast • Dockside Motel • Eastern Audio Ltd. • Oceanview Resort • The Harold W. Duffett Shriners RV Park • Steers Insurance Ltd. • Avis Budget Car Rental • Two Seasons Inn • Spirit of Newfoundland Productions • Town of Springdale • Southern Shore Folk Arts Council • Town of Conception Bay South • Eriksen Premises • Destination St. John’s • Pirate’s Haven Chalets and Adventures • Cruise Association of NL • The Guv’nor Inn & Pub


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:

White on Wood is open for winter. Relax in a unique B&B on the edge of the North Atlantic with gourmet food, breakfast and dinner served daily; snowmobile trails; magnificent scenic seaside trails; bush and open glade trail runs; wilderness snowshoeing; winter bush lunch; or just relax! www.whiteonwood.com

Abell Pest Control

Abell Pest Control has been providing top quality pest control services for residential and industrial customers since 1924. We are 100% Canadian and we guarantee our results. With offices across Canada and parts of the USA we have you covered. www.abellpestcontrol.com

Ochre House

Ochre House is a unique multi-purpose facility located in Ochre Pit Cove, Conception Bay. With six bedrooms, five bathrooms, a large studio and gourmet kitchen, our beautifully converted church is perfect for retreats, concerts and family holidays. www.ochrehouse.ca

60%

Over of Hospitality NL members have been part of the organization for years!

10 +

Spartan Fitness

Spartan Fitness is proud to provide the very best fitness equipment the industry has to offer. Whether you’re looking for ways to improve your facilities’ profitability, open a hospitality, studio or corporate gym, or upgrade existing equipment options. Spartan Fitness offers sales, service and install of fitness equipment. www.spartanfitness.ca

The Value of

Sysco Canada

Sysco, and all of our 800 employees in Atlantic Canada, are excited to be a huge part of your success in the foodservice business. We are committed to bringing the best products available into the Atlantic Canadian region – and into your kitchens! Sysco – committed to your success! www.sysco.ca

Our members stick around because they see the value of membership through our • constant advocacy efforts; • innovative educational tools and resources; • communication networks; and • discounts on numerous products and services of value to tourism businesses.

MEMBERSHIP

Are you getting the most of your Hospitality NL membership? Training, networking events, member discounts and so much more! Discuss the value of your membership and find out how to maximize it by contacting Hospitality NL’s Membership Coordinator, Susie Greene, today! Not currently a member? Contact Susie to learn more about Hospitality NL and how you can become more involved in the industry.

WINTER 2018

White on Wood

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Meet the Candidates!

The leadership election for Hospitality NL’s 2018 Board of Directors will take place February 2-16, 2018. For more information, please contact us at hnl@hnl.ca or 1-800-563-0700.

Michelle Eagles

President/COO O’Reilly’s Irish NL Pub/Mussels on the Corner/Yellowbelly Brewery & Public House/Yellowbelly Take-away St. John’s

Operations Manager St. John’s Convention Centre (St. John’s Sports & Entertainment Ltd.), St. John’s

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Read more about each candidate and their reasons for running for the Board in their full profiles online.

Brenda O’Reilly

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Jon Seary

Joe O’Brien

Rowena House

Mary Garnier

John Devereaux

Terence Hickey

Ed English

Steve Denty

Manager, Client Technical Services PC & Network Solutions Ltd. St. John’s

President and Co-owner Edge of the Avalon Inn, Trepassey

Owner/Operator/Captain O’Brien’s Whale & Bird Tours Bay Bulls

President Conach Consulting Inc., St. John’s

Executive Director Craft Council of Newfoundland and Labrador St. John’s

Owner Linkum Tours, Corner Brook

Conference Manager Memorial University Conference Office St. John’s

General Manager Murray Premises Hotel, St. John’s


Research Corner

Submitted by: Sector Research Division, Department of Tourism, Culture, Industry and Innovation

Bridging Technology and Personalization: Visitor Services in the Era of Online Travel

While the majority of travellers are going online to plan and book their trips, offline channels continue to play an important role in the travel landscape. According to research firm Phocuswright, 24% of Canadian travellers used a mix of online and offline sources when booking their most recent leisure trips, while one in five said they ‘usually’ or ‘only’ booked offline. Travellers who booked some or all of their travel offline cited the desire for personal service, the ease of offline booking, and the fact that their questions were not answered online as drivers for booking offline. According to results from the 2017 Travel Intentions follow-up survey conducted through the Atlantic Canada Agreement on Tourism (ACAT), this desire for personalized service in the online era also influences the use of Visitor Information Centres (VICs) by travellers in Newfoundland and Labrador. Among survey respondents who indicated they had in fact visited the province in 2017, nearly three in four (74%) reported stopping at a VIC, an increase from the two previous years. Among Canadians, residents of British Columbia, Ontario and Alberta reported the highest VIC usage, while residents of Newfoundland and Labrador and travellers from the Maritimes were least likely to use a VIC. Older travellers were more likely to have stopped at a VIC, with usage peaking at 80% for those aged 65-74. While use was lower among younger travellers (aged 18-34), still more than half of millennial respondents reported stopping at a VIC, an increase over 2015 and 2016 levels. Respondents who stopped at a VIC during their trip to Newfoundland and Labrador reported that using a VIC enhanced their trip in a number of ways, from learning about a new region, event or attraction they would not have known about otherwise, to encouraging

them to extend their stay in the province. In each of the last three years, over 75% of respondents said that as a result of going to a VIC, they discovered an event, activity or area of the province they did not know about before. Similarly, close to 60% of respondents reported taking part in an activity they would not have otherwise, and nearly 50% reported actually visiting a part of the province they would not have visited without having stopped at a VIC. Furthermore, consistently over each of the last three years, 5% of respondents have reported extending their stays in province as a result of going to a VIC. Visitors who extended their stays tended to be auto travellers with more flexible itineraries, and reported staying an extra 3-4 nights on average, while most reported extending their stays by 1-2 nights. Traveller feedback from the survey highlighted how using a VIC added a level of personalization that enhanced their overall travel experience. Travellers found that VIC staff offered local insight and perspective, recommendations, and historical and cultural background information which added to their trip. Moreover, as a result of stopping at a VIC, travellers reported discovering festivals, hiking trails, hidden gems, off-the-beaten path locations, and timely information on iceberg, whale and wildlife sightings, as well as accommodation availability. That today’s traveller values local onthe-ground knowledge is not lost on tourism boards around the world as they re-think their approach to visitor services. While some global tourism boards are turning away from the traditional visitor centre, other brands are embracing and redefining the role of the VIC in the traveller experience. The Los Angeles tourism board, for example, sees the visitor centre as an integral part of visitor engagement, particularly for international travellers. The Board’s CEO noted that while some travellers are self-sufficient and gravitate to online and mobile resources when travelling, others “want to sit down and get an insider’s view,” and that tourism boards must strike the right balance between technology and human interaction to meet the needs of visitors. While most travellers go online to research and plan before and while they travel, many still

look to local knowledge and recommendations to help refine their itineraries once they arrive. The travel intentions follow-up survey also explored whether visitors look online for travel information while travelling in the province. Interestingly, travellers who did look for travel information online during their trip were even more likely (78% vs. 74%) to have also visited a VIC, reinforcing the idea that travellers continue to look for information from a variety of sources, both online and offline, when trip planning and once they have arrived in their destination. Brochures aren’t dead - visitors also continue to value offline travel resources such as paper brochures, maps and guides. For the Los Angeles tourism board, the ascent of online and mobile travel research has not weakened the appetite for traditional brochures, even among travellers from regions with high levels of smartphone ownership. The continued relevance of offline information sources is also reflected in recent research from Destination Canada. Destination Canada’s 2016 Global Tourism Watch survey found that one in four domestic travellers interested in travelling within Canada used travel guides and brochures when researching travel. For international travellers interested in visiting Canada, use of offline sources such as travel guides, brochures and travel agents jumps dramatically. Feedback from the travel intentions follow-up survey also suggests that once on-the-ground in their destination, travellers find it important to have areaspecific brochures available to supplement their online research. In an era dominated by online and mobile technology, travellers now encounter vast amounts of information as they choose where to travel and plan the details of that trip. While online travel research, planning and booking is mainstream, many overwhelmed travellers are turning back to traditional and often local sources to help sift through the limitless information and choice available to them online. Travellers may arrive in their destination with a general itinerary, but many are looking to locals – VIC staff, tourism operators, accommodation owners and residents – to personalize their travel experience and help better connect them to the destination. For tourism boards and operators, striking this balance between technology and traditional travel resources is central to delivering visitor services in the online age.

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Like many industries, global tourism has been forced to adapt to rapid technological change and the shift in consumer behaviour that has accompanied it. Today’s traveller can now access a wealth of information at the click of a button. The online era has transformed how travellers act throughout the path-to-purchase: from destination inspiration, to travel research, to booking the details of their trip. This shift has led many tourism organizations to examine how to best integrate these industry changes into their existing approaches to delivering visitor services.

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From our Partners

WINTER 2018

Submitted by: Emili Martin Regional Tourism Development Coordinator Go Western Newfoundland

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There’s winter, and then there’s Winter! Ironically enough, in the Summer of 2015 we had winter on the brain with the release of the Tourism Destination Visitor Appeal Assessment document (aka. the Destination Development Plan for Western Region). Listed among the top priorities for “Raising the Bar” in the region, there was agreement that “opportunities to strengthen and market winter tourism” continued to exist and they should be supported by multiple stakeholders. In the last couple of years, a number winter initiatives have occurred. Among them: winter season extension festivals and event programming, a Snowmobile Tourism Forum was held in Deer Lake as well as a series of ongoing meetings with that area’s Snowmobile Hub initiative, and more recently a Winter Stakeholders Planning group has been

Submitted by: Andrew Hiscock Tourism Development Officer Legendary Coasts of Eastern Newfoundland

A Message from New LCEN Chair, Jerry Byrne of the Doctor’s House Inn & Spa Tourism Times are Wonderful Times on the Legendary Coasts of Eastern Newfoundland and Labrador. We saw great strides in 2017 as we race towards Vision 2020. We are sad to see Marieke Gow of the Artisan Inn and Twine Loft leave after her tremendous commitment to LCEN over the past six years on the board. Thank you, Marieke, for all you did and all you gave. We have an exciting new board with strong and experienced representation from across the entire region. We intend to continue our mission of inclusivity and mutual support, not only for the region but for the province and the country. We are a community of “complementors” not competitors. We truly believe we are “all for one and one for all.” We are about having the world experience all that

assembled. In the Fall of 2017, we had one of our best turn outs to date at the Glynmill Inn in Corner Brook (see photos). Representatives from Marble Mountain, cross country ski venues, the NL Snowmobile Federation, musical events, outdoor adventure companies and other winter enthusiasts joined in the conversation. One of the lowest hanging fruits that we are currently working on for further developing Winter in Western is no different than what we are trying to accomplish across

all seasons – and that is to put our very best foot forward online! With a brand spanking new provincial tourism website, the Western DMO is actively encouraging operators to make the most of their free business listing on www.newfoundlandlabrador.com and other online opportunities to engage the visitor. We encourage operators to contact us at 639-4787 or email info@gowesternnewfoundland.com if you need assistance on taking advantage of this powerful mechanism and extend an appealing winter invite!

The new Legendary Coasts Board of Directors for 2017-2018. L-R John Norman - Russelltown Inn, Edith Samson - Sir William Ford Coaker Heritage Foundation Inc., Carol Ann Devereaux - Edge of the Avalon Inn, Brian Rose - Hotel Fortune, Marilyn Coles-Haley - Home From The Sea Sealers Museum, Jerry Byrne - The Doctor’s House Inn & Spa, Jane Hynes - The Three Sisters Pub & Restaurant, Martha Nelson - HI Trinity - Skerwink Hostel, Erika Pardy - Rose Manor Inn, Peter Laracy - Cupids Legacy Centre, Missing from photo Rick Stanley - Ocean Quest Adventure Resort.

is “us.” The Destination Development plan has taken hold and we are having fun sessions learning from each other while taking the lead from our partners, including; our members, the Department of Tourism, Culture, Industry and Innovation, Hospitality NL, Atlantic Canada Opportunities Agency and the Tourism Board. We are all partners, supporting each other and our membership. We are delighted to be learning from the experts in Trinity and Bonavista, our partner DMOs, and all those who want this place to thrive. Another great endeavour for which are thankful is our symbiotic and mutually beneficial partnership with St. Pierre &

Miquelon (SPM). They are investing $80 Million in infrastructure and marketing to bring people to their piece of France. They are financially contributing to our DMO for a four-year sales and marketing initiative that will see significant increases of traffic – tourists, freight and services. With the addition of two new ferries that will bring vehicular and container traffic to and from SPM, we see this as another piece of the mosaic, building unique experiences in this part of the world for visitors from all over the world. We wish everyone prosperous New Year as we develop our plans to work together, improve together, and have fun together in 2018.


From our Partners

Time to giver’ at the Bivver With the annual Mid Winter Bivver enjoying some of the highest successes the event has seen since debuting seven years ago, organizers are hoping for more snow and more good times in 2018. In fact, Grand Falls-Windsor – host community of the Mid Winter Bivver — has been seeing great success with festivals the past few years. The Grand Toyota Perfectly Centered Culinary Festival, held in August 2017, was deemed a huge success from Chef Roary MacPherson, who played a key role in that event thriving. Over 600 tickets were sold in mere days. Before that, the 2017 version of the Mid Winter Bivver sold-out, with participants enjoying amazing weather and perfect snow conditions. “As a community, we want to be known as a destination that can host fun events all year-

The main culinary feast — the Forager’s Feast Dinner and Dance — closes the Bivver later that evening. The Forager’s Feast is a unique culinary experience, with dishes made from local ingredients by award-winning Executive Chef Roary MacPherson and his Culinary Team. Some of the items on the Forager’s Feast menu includes smoked salmon, sumac spiced chicken, Thai coconut curry soup and much, much more. “We’re hoping for another fun Bivver,” said Mercer. “Those looking to enjoy it with us better hurry before it’s too late.” More information can be found by visiting the Bivver’s www.midwinterbivver.com.

WINTER 2018

Submitted by: Matt Molloy Marketing Coordinator Adventure Central Newfoundland

round,” said Todd Mercer, organizer of the Mid Winter Bivver, and assistant director with the Town’s Parks and Recreation Department. “Last year’s Bivver sold-out, it looks like we’re going to be sold-out again this year, and we’re still riding the success of the culinary festival. “We have been seeing a lot of cold temperatures lately, so, hopefully, we get a lot of snow leading up to the Bivver. It would be amazing to see better conditions than last year.” This year’s event runs March 2-3, with the Friday Fun Run Back Country Adventure kicking things off at 9am. Riders will spend the afternoon out on the trails surrounding beautiful Hodges Hills. Later that evening, from 7-9pm, one of the feature events of the Bivver — the Icebreaker Outdoor Welcome Reception — takes place at the Royal Canadian Legion. To make sure everyone arrives to and from the event safely, public transportation will be provided. The final day of the Bivver begins at 9:30am with the amazing Trail Mix Interpretive Snowmobile Ride. This epic journey takes riders through more than 150km of untouched forests and top rated snowmobile destinations, paired with historic trapping routes, food sourcing, geology and traditional winter skills. The Bivver Lunch takes place along the trail for the riders and at 1pm at the Royal Canadian Legion for those who can’t make the snow trek.

13 A line of riders enjoying the pristine riding conditions during last year’s Mid Winter Bivver. (Photo courtesy Adventure Central Newfoundland)

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WINTER 2018

Quality Assurance in NL Tourism

14

Tourism Quality Assurance (TQA) has the fortune to be able to travel throughout Newfoundland and Labrador each year to meet new tourism operators as well as reconnect with seasoned operators. As we start 2018, we thought it would be a good time to review the role of TQA within the tourism industry. Let’s take a closer look at what TQA is doing for quality assurance in tourism in NL! TQA has three main objectives within the tourism industry in Newfoundland and Labrador. To rate/inspect/validate participating tourism services and attractions within the province of Newfoundland and Labrador to determine if they meet minimum criteria for quality assurance. To support participating tourism services and attractions to attain minimum quality standards and raise the level of quality in their establishments. Finally, to provide the travelling public with a consistent, efficient and effective rating/inspection/validation process that ensures that Newfoundland and Labrador tourism services and attractions meet minimum quality standards. TQA achieves these objectives by working collaboratively with all Tourism Board partners, including Hospitality Newfoundland and Labrador, the Department of Tourism, Culture, Industry and Innovation, the five regional Destination Management Organizations (Go Western, Adventure Central, Legendary Coasts of Eastern Newfoundland, Destination St. John’s and Destination Labrador), as well as many industry and partner organizations throughout the province. TQA delivers five key programs that provide tourism operators with the tools to ensure quality assurances initiatives are met. These include:

Gail travels by car, plane and sometimes even snowmobile to get Canada Select inspections done! This photo was taken in Hopedale.

TAP outlines five minimum standards that all tourism operators must meet in order to be marketed through the provincial marketing strategy and participate in various provincial organizations. TQA provides validation of these standards which is critical to ensure the success of this program.

With a demographic shift towards a higher volume of senior travellers and a need to assure persons with disabilities of the level of accessibility available in Newfoundland and Labrador tourism services and attractions, the Access Advisor program provides much needed auditing of tourism services and attractions regarding their level of accessibility. The program verifies and designates accessibility according to four levels, Full Accessibility, Partial Accessibility, Sight Accessible and Hearing Accessible.

Nancy meets with cyclist travelers Chris & Heather while researching the Cyclist Welcome Program. Chris & Heather made a 5 month trek from BC to NL on their bicycles in 2017.

Canada Select remains the flagship program of TQA. Through the Canada Select and Camping Select programs, TQA provides inspection and rating services for all participating roofed accommodation and campgrounds in the province. The independent inspection process provides a consistent and reliable rating process which ensures that all participating accommodations and campgrounds meet minimum quality standards.

We Welcome ...

Cyclists

Motorcyclists

Pets

TQA’s newest program offering are Welcome Programs which include Pets Welcome, Cyclists Welcome and Motorcyclists Welcome. With a growing number of travelers choosing alternate modes of transportation, these programs will assist operators who wish to attract these diverse markets by providing the necessary services they require. The Cyclists, Motorcyclists and Pet Owners markets are looking for tourism services and attractions that cater to their unique needs. As TQA works to investigate and adopt new quality assurance, we will continue to align our goals with partners of the Newfoundland and Labrador Tourism Board to ensure we contribute to the achievement of Vision 2020. We look forward to hearing from you if you would like additional information on any TQA programs. Please visit www.tqanl.ca to sign up, or contact us directly at 709.237.3311 nmcgrath@tqanl.ca. #everyoneiswelcome


35 CELEBRATING

Years

2018

In , HOSPITALITY NL is CELEBRATING

35 YEARS

of SERVING the provincial

TOURISM

INDUSTRY

As the voice of tourism, Hospitality NL’s work on behalf of members and the sector has played a crucial role in developing the tourism industry into the flourishing economic driver that it is today. The association would not be what it is today without the support of our hardworking, passionate and innovative members who are committed to strengthening and growing tourism in Newfoundland and Labrador.

35 Years of History 2003

Newsletter of the Tourism Industry Association of Newfoundland and Labrador

1983

TOURISMtimes

Spring 2013

Efforts in the first phase of the Newfoundland and Labrador Tourism Board Partnership have produced results towards Vision 2020. The year started off with the announcement that the tourism industry has reached the milestone of generating a billion dollars annually. Above, Stan Cook Jr., Darlene Thomas, Bruce Sparkes, Jill Curran and Dion Finlay are just some of the faces and voices of leadership that have contributed greatly to the billion dollar milestone. Tireless volunteers, advocates, promoters, and entrepreneurs in the tourism industry, they are dominant forces that are committed to growing the tourism industry to reach its Uncommon Potential.

1993

2013

And still going strong!