Measuring the Sustainability of Tourism (MST)

With the support of the United Nations Statistics Division (UNSD), UNWTO has launched the Towards a Statistical Framework for Measuring the Sustainability of Tourism (MST). 

The aim is to develop an international statistical framework for measuring tourism’s role in sustainable development, including economic, environmental and dimensions

By integrating tourism within economic, social and environmental measurement standards, the framework aims to provide a common language and organizing structure for exploiting the richness of data already available and for more effective data production, management and integration.

Such a standards-based framework can further support the credibility, comparability and outreach of various measurement and monitoring programmes pertaining to sustainable tourism, including the derivation of Sustainable Development Goals (SDG) indicators and those of UNWTO’s International Network of Sustainable Tourism Observatories (INSTO).

Overall, the statistical framework from the MST will provide an integrated information base to better inform on sustainable tourism, to facilitate dialogue between different sectors and to encourage integrated, locally relevant decision making.

• Download the MST brochure
• Overview the initiative

 Measuring the Sustainability of Tourism (MST) 

The World Tourism Organization’s (UNWTO) initiative Measuring the Sustainability of Tourism (MST) received a boost last week when its working group met in Madrid (24-25 October). After successful pilot studies to produce credible and comparable data, the initiative is on track with its aim of getting the MST framework adopted as the third international standard on tourism statistics.

The group of experts creating a statistical framework for Measuring the Sustainability of Tourism met to establish the MST initiative’s major goals for 2019. The initiative is creating a draft framework for a data standard for tourism’s impact on sustainability and plans to have it adopted as the third international standard on tourism statistics by the UN Statistics Commission (UNSC).

Among the areas of discussion during the group’s meeting on 24-25 October were summarizing the pilot studies done in Germany, Philippines and Saudi Arabia to test MST’s relevance, and which have shown feasibility of the proposed framework in three different national contexts. This means the MST framework is on track to be prepared for submission as an international standard.

For 2019 the MST working group has tasked itself with refining and documenting three statistically-based tourism indicators to monitor the Sustainable Development Goals (SDGs) and their targets. UNWTO is the custodian agency of these three indicators, and coordinates the development of tourism-related indicators with countries and UN agencies. The next step will then be to present this draft framework in UNWTO’s 2019 meetings of its governing bodies.

http://cf.cdn.unwto.org/sites/all/files/docpdf/folderfactsheetweb.pdf 

Background to the MST framework

Statistical frameworks enable countries to produce data that is credible and comparable across countries, time periods and other standards. MST is a UNWTO-led initiative for a statistical framework for tourism, supported by UNSC since March 2017. Its roadmap was set in the 6th International Conference on Tourism Statistics, held in June 2017 in Manila, Philippines.

In order to develop tourism potential, better manage the sector, and support effective evidence-based policy decisions, there is a need to better measure tourism using high-quality official statistics covering economic, social, and environmental sustainability. MST aims to expand existing tourism measurement beyond its primarily economic dimension to also measure social and environmental dimensions.

It aims to link UNSC’s System of Environmental-Economic Accounting with the Tourism Satellite Account framework, which is one of the two existing official frameworks for measuring tourism. The other is the International Recommendations for Tourism Statistics. Both were developed and proposed to UNSC by UNWTO. A similar process is planned for MST.

Best Practices for Improving Hotel Income even in Peak Season

Each hotel has a peak part of the season they look forward to. During this time, the bigger part of their yearly revenue is made. Most hotels these days strive to increase the number of direct bookings during the peak period. This is their most direct approach to increasing their overall revenue.

We are here to talk about a few practical things hoteliers can do to maximize their booking and raise occupancy to previously unseen levels. The global hotel industry was estimated to have made around 550 billion US dollars in 2016.

Still, these numbers are growing as global spending power increases and lifestyle priorities for people change.

Keeping up with industry growth isn’t easy but it can be done if hotels manage to keep up with their season peak.

1. Online Reviews

These days, there is less and less work for travel agencies as the modern, tech-savvy traveler takes care of most things him/herself. Modern tourists want to create their own experience and are not afraid to do hard research to make it happen.

When it comes to hotels they tend to rely more on the personal experience of people who already visited the hotel than advertisement, brand story and so on. Because of this, they will usually check various review sites, any existing testimonials, blogs or even personal videos and photos of other people who stayed at a particular hotel.

The only way to ensure great online reviews is to be active in the online environment. Keeping online reviews positive and ratings close to five stars (nobody gets a perfect score in the long term) requires a lot of work and genuine care for the experience your visitors have.

2. IT Improvement

IT has become a big factor in hospitality industry but most hotels are stills struggling to implement all the technology needed to manage multiple online channels they aim to cover. Their work can be manual and repetitive without necessary automation and, therefore, prone to mistakes, issues with systems that don’t integrate well with each other.

Pinpointing the right software solutions and making a timely investment before the peak season starts can help identify and convert more leads, raising revenue.

A cloud based hotel management software might be a perfect solution to help hotel staff keep up with booking coming in from different channels (OTAs, Brand Website, Google Hotel Ads). The goal is to unify all data and communication so as to avoid booking overlaps, vacancy issues and so on.

Picking the right online hotel software is by no means an easy feat but once you find something that fits things get a lot easier.

3. Pricing

While peak seasons don’t fit within the same time span for all hotels, each hotel is facing fierce competition regardless of this.

Most customer choices are oriented around the price they need to pay to get a certain level of accommodation quality. They will usually compare price of more than a few hotels that provide a similar quality of service and go for the most affordable one.

Hotel revenue management is a big factor here. This part of management predicts consumer behavior, optimizes availability and prices to attract as many customers as possible. Their goal is to reduce the amount of time rooms remain vacant but also to keep prices competitive.

4. Direct Booking Incentivization

We’ve already mentioned that direct booking is the most desirable booking outcome. The most direct way to improve the number of direct bookings is to offer customer benefits for doing this.

This can be achieved through discounts on various things (food, beverages, discounts on future reservations, etc), complimentary things (dinners, spa treatments, experiences, etc.) or some other benefit that suits your business model.

Through these incentives you are not only reaching your goal of raising the number of direct bookings, you are also improving customer loyalty.

Summary

These are by no means all the strategies you can use to optimize peak season revenue. Still, these four things will help you both reach new potential leads, manage them properly, optimize your vacancy/occupancy ratio and improve your brands image.

I hope you have a lucrative season!

UNWTO World Tourism Barometer October 2018 - International Tourism Maintains Strong Momentum

Madrid, Spain, 10 October 2018 – According to the World Tourism Organization (UNWTO)’s latest barometer, international tourist arrivals grew 6% in the first six months of 2018 after a record year of growth in 2017.

All world regions enjoyed robust growth in tourist arrivals in January-June 2018. The increase was fuelled by strong demand from major source markets, supported by an upswing in the global economy. It comes after record year-round growth of 7% in 2017.

“Today’s release of international tourism data for the first half of 2018 serves as further proof of the sector’s resilience and relentless growth trajectory. We continue to work with our many partners to translate this growth into better jobs, more benefits to societies, and more opportunities for sustainable livelihoods and destinations”, said UNWTO Secretary-General Zurab Pololikashvili.

By region, Europe and Asia and the Pacific led growth with a 7% increase in arrivals each. Southern Mediterranean Europe and South-East Asia had the strongest results in these regions, both welcoming 9% more international tourists.

The Middle East and Africa also recorded sound results with arrivals growing at 5% and 4%, respectively, according to still-limited information available for destinations in these regions. The Americas saw 3% growth in arrivals over the six-month period, driven by South America (+7%) and North America (+5%). The United States continued to fuel much growth in the region and beyond.

On the demand side, France, the United Kingdom and the Russian Federation all reported double-digit increases in outbound spending in Europe. India and the Republic of Korea drove growth in Asia and the Pacific, while the world’s top source market China reported similar spending as in the same period last year.

Looking ahead

The first half of the year accounts for about 45% of annual international tourist arrivals. The second half represents 55% as it is three days longer and includes the Northern Hemisphere high-season months of July and August.

Against a strong first semester, growth prospects for the remainder of 2018 remain positive overall, though at a slower pace, according to the latest UNWTO Confidence Index survey. The Index value for May-August and expectations for September-December are somewhat lower than the Index value for January-April.

International Tourism 2017 - Market share by region of tourist arrivals and tourism receipts

International Tourism Arrivals

News release - International Tourism Maintains Strong Momentum Comunicado de prensa - El turismo internacional mantiene un fuerte impulso en 2018 Communiqué de presse - La croissance du tourisme international reste vigoureuse Excerpt

Useful links:

UNWTO World Tourism Barometer, October 2018 Edition (Excerpt)

UNWTO World Tourism Barometer Homepage

UNWTO World Tourism Highlights

Infographics

Contacts:

UNWTO Communications Department

Tel: (+34) 91 567 8100 / Fax: +34 91 567 8218 / comm@unwto.org

Follow us on Facebook, Twitter, Instagram, YouTube, LinkedIn and Flickr.

A letter about Fraud Law Suit from TripAdvisor CEO

I'm writing to update you on a landmark development in our continued fight against review fraud, and to let you know how you can help. 

Recently, in one of the first legal cases of its kind, the owner of an illegal business that was selling fake reviews in Italy was sentenced to nine months in prison and fined approximately 8,000 Euros in costs and damages.

Paid review fraud is a violation of the law in many countries, but this is one of the first cases resulting in a criminal conviction. We're proud to have supported the prosecution of this illegal business by sharing evidence from our in-house fraud team, and through support from our Italian legal counsel.
Protecting our community from fraud is a fundamental part of everything we stand for at TripAdvisor. As a company we're fully invested, with advanced tracking technology and a dedicated team of investigators working tirelessly to catch paid review companies and keep them from operating on our site. 

But we can't do it alone – and I want to thank you, our business community, for playing such a vital role in our ongoing fight against paid review fraud. You've kept your eyes open, you've reported suspicious activity – and since 2015, our fraud investigations have stopped the activities of more than 60 paid review companies worldwide with your help. 

This is an issue we all face as an industry, and we can do even more together. If you're contacted by a paid review company, please do not engage with them – instead share their information with our Content Integrity team directly at paidreviews@tripadvisor.com. All reports made will be investigated, and every piece of information, no matter how minor, can help.

In the meantime, you can learn more about the Italian fraud investigation – as well as how we moderate reviews and protect our content – here.

In this fight against paid review fraud, we're beyond grateful to have partners like you. Thanks again for all of your help – and here's to more wins like this one! 

Kind regards,

Steve Kaufer
CEO, TripAdvisor

8 Hotel Marketing Trends for 2018

It’s that time of year again and business planning is in full swing here at THAT Agency. Every year around this time we like to take a step back, take inventory of what we’ve learned, and identify trends for the upcoming year. So what trends can we expect to see in the hospitality industry for 2018? The trends for 2017 lived up to the hype, but here’s what’s changed and what you can expect to encounter as the calendar flips yet again.

MOBILE IS A NECESSITY

Just as we saw in 2017, guests are turning to their mobile devices to research the specifics on hotels and other specifics for their travels. Interestingly enough, Google reports that people are researching more on mobile, but turning to a desktop to actually book their stay. Even though 90% of bookings occur on desktop, showing up during the research process will keep you as an option when they switch devices.

This trend goes past the booking process as well. When guests arrive at their destination, they’re turning to their mobile devices to find activities to do around town. In fact, 85% of leisure travelers decide on activities only after they’ve arrived at their destination.

Empower your guests to have a great experience while they’re in town by sending them updates about what’s happening around town during their stay. For instance, a good morning email with a highlight of local attractions and events can create a better experience for your guests.

8 Hotel Marketing Trends for 2018

Six Hotel Marketing Trends for 2018

It’s always interesting to look back on the trends that were predicted for the previous year and see how things panned out. We were told video would dominate; mobile use would surpass desktop; reputation management would take off, and that print media wasn’t dead. While the last one is still up in the air, for the most part, those hit the mark or are well on their way.

So, here we go again. Feel free to check back in at the end of the year and let me know if my batting average should put me into the All-Star game or have me sitting on the benchSix Hotel Marketing Trends for 2018

The Hotel Digital Marketing Trends 2018

As for most industries, it’s important for the Hotel industry to adapt to the digital age in order to remain successful, especially with the expansion of people searching for the best hotel deals online. 

To remain competitive means constantly being up to date with the latest digital marketing trends. 

That’s why we have come up with what we found were the most important digital marketing trends for the Hotel Industry and how it can help your business.

The Hotel Digital Marketing Trends 2018 

Action on sustainability in tourism needs extra push, says new UNWTO report

Madrid, Spain, 6 June 2018 - In line with its vision of advancing sustainability through tourism, the World Tourism Organization (UNWTO) released its flagship publication ‘Tourism for Development’ in Brussels on 6 June during the European Development Days (EDD), and called for greater awareness of sustainability in tourism policies and business practices as well as in tourist behaviour.

‘Tourism for Development’ provides concrete recommendations on how to use tourism as an effective means for achieving sustainable development. It shows that tourism has a global reach and has positive effects on many other sectors. Not only does the sector spearhead growth, it also improves the quality of people’s lives, supports environmental protection, champions diverse cultural heritage and strengthens peace in the world.

Moreover, if well planned and managed, tourism can effectively and directly contribute to the shift towards more sustainable lifestyles and consumption and production patterns. But to get there the tourism sector must, as an agent of positive change, make evidence-based decisions that ensure a consistent contribution to sustainable development.

This two-volume report showcases 23 case studies from around the world of tourism contributing to sustainable development in all its dimensions. “This report offers tangible, wide-ranging evidence of the fact that tourism can make a meaningful and substantial contribution to achieving sustainable development and the 2030 Agenda”, said UNWTO Secretary-General Zurab Pololikashvili.

The report portrays tourism as a driver of sustainable development and can lay the groundwork for stakeholders to build on tourism’s opportunities by changing policies, business practices and consumer behaviour.

According to the report, this requires measuring tourism’s impact accurately and regularly, and putting the results at the service of the right policies, business practices and consumer behaviour.

‘Tourism for Development’ calls for governments to establish and enforce inclusive and integrated policy frameworks for sustainable tourism development. Businesses, on the other hand, need to demonstrate their commitment to sustainability in core business models and value chains, while individuals and civil society should also adopt sustainable practices and behaviour.

UNWTO presented ‘Tourism for Development’ at EDD, Europe’s leading forum on development organized by the European Commission. More than 180 people contributed to the publication in a global consultation with governments, organizations and civil society. UNWTO gives special thanks to the George Washington University for its contribution.

Useful links:

Tourism for Development Report Volume I

Tourism for Development Report Volume II

UNWTO Management Vision and Priorities

European Development Days website

Contacts:

UNWTO Communications & Publications Programme

Tel: (+34) 91 567 8100 / Fax: +34 91 567 8218 / comm@unwto.org

Follow us on Facebook, Twitter, Instagram, YouTube, LinkedIn and Flickr.

8 tactics you need to include in your 2018 hotel marketing plan - SiteMinder

Assessing a new calendar year usually revolves around how your hotel can increase the amount of guests you attract and how much revenue you can drive. Every year brings new challenges and potential new strategies, while tried and tested methods always hold strong too. It’s important to take careful note of emerging trends, but you also need to implement plans that are effective for your individual hotel.

Here are eight tactics you should consider including in your 2018 hotel marketing plan:

Tactic #1

Make personalisation a priority

Guests know you have the ability to personalise their experience. With technology and data systems constantly improving, there is no excuse not to understand guest preferences and deliver individually catered services.

Here are some recent stats demonstrating the opportunity:

• Over 80% of online customers say they would be open to switching loyalties if they found a service that better catered for their needs
  
• 87% of customers think brands need to put more effort into customer service
  
• 94% of senior-level executives believe delivering personalisation is important to reaching customers

You can use the data you collect from online travel agents (OTAs), your hotel’s own website and direct booking engine, and if you have one, your app to develop a deep knowledge of guest booking behaviour, purchase habits, and amenity preferences. Additionally you should know the complete profile of travellers including age, ethnicity, gender, and reason for travel.

With all this information in your hands, your guests should feel like they’re staying at their grandparents house, with every need anticipated and every desire fulfilled. This is what it takes to entice positive reviews from guests who are increasingly expecting more.

8 tactics you need to include in your 2018 hotel marketing plan

The everyman guide to EU's General Data Protection Regulation (GDPR) | Resort Support

This article contains information about legal frameworks and compliance related to personal data, specifically in relation to the upcoming General Data Protection Regulation (GDPR) from the EU legal eagles. Exciting huh? Yeah, okay so maybe not, but it is vital that you know about it for your business where ever you are based.



On the 28th May 2018 the law will change in regards to personal data. If your company holds any personal information about any people within your business, this new GDPR law will affect you.



The General Data Protection Regulation (GDPR) is a new European Union regulation that aims to protect personal data, there are only a couple weeks left for compliance; will you be ready?



The everyman guide to EU's General Data Protection Regulation (GDPR)