World Travel Awards - Travel weekly 2010 - Day 3

YOUR GATEWAY TO A $600 BILLION INDUSTRY

Proud Hosts

An unmissable opportunityto take part in the first and only global exhibition devoted to Sport Tourism –the fastest growing sector in the travel industry.”

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VISIT US AT WTM – SOUTH GALLERY ROOM 33 OR THAILAND STAND AS500

CONTACT: info@worldsportdestinationexpo.comwww.worldsportdestinationexpo.com • THE GLOBAL MARKET PLACE FOR SPORT TOURISM

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World Travel AwardsGrand Tour 2011

Caribbean & Central America Gala CeremonyMontego Bay, Jamaica • 15 January 2011

Middle East Gala CeremonyArmani Hotel

Dubai, UAE • 2 May 2011

North America Gala CeremonySan Francisco, USA• 21 May 2011

Africa & Indian Ocean Gala CeremonySharm el Sheikh, Egypt • 23 June 2011

Europe Gala CeremonyCornelia Diamond Golf Resort & SpaAntalya, Turkey • 2 September 2011

Asia & Australasia Gala CeremonyBangkok, Thailand • 29 September 2011

South America Gala CeremonyRio de Janeiro, Brazil • 20 October 2011

Grand Final Gala CeremonyLondon, United Kingdom • 6 November 2011

email: [email protected]

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WinnersThe Future of Travel

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HistoryWorld Travel AwardsHonouring excellence in travel & tourismworldwide since 1994

1994 Hollywood 1995 New York 1996 Las Vegas 1997 New York 1998 Bahamas

1999 London 2000 Jamaica 2001 Malaysia 2002 St Lucia 2003 New York

2004 Barbados 2005 London 2006 Turks and Caicos

2007Abu DhabiNew YorkNewcastleBangalore

Turks & Caicos

2008DurbanSydneyShanghaiOrlandoPoprad

Rio de JaneiroDubai

Turks & Caicos

2009DubaiDurban

Riviera MayaObidosLondon

2010Dubai

JohannesburgAntalyaDelhi

JamaicaLondon

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The World Travel Awards acknowledges and celebrates those organisationsthat have made the greatest contribution to the global tourism and travelindustry. It also recognises those brands that are driving the industry togreater heights and innovation in travel.

Celebrating its 17th anniversary this year, theawards has grown into a truly global search forthe very best travel and tourism brands, with thewinners from the five regional ceremoniesprogressing to the World Travel Awards GrandFinal in London on 7 November.

Last year, 183,000 travel professionals registeredto vote and participate in the prestigious WorldTravel Awards programme – a phenomenal 10%rise in registrations compared to the year before.

This record number is conclusive evidence thatWorld Travel Awards has become the “Oscars” ofthe global travel industry.

Graham E. Cooke, Founder and President, WorldTravel Awards, said: “World Travel Awards is aunique benchmark for industry quality andbusiness excellence in every region and sector.”

“The increase in registered voters, despite aglobal recession, demonstrates the vital role ofperformance delivery in a challenging and highlycompetitive marketplace,” he added.

This level of accountability makes the WorldTravel Awards one of the highest accolades in thetravel business and is why the award ceremony isbroadcast by BBC World News and othernetworks to over 254 million householdsworldwide and attended by the industry’s globaldecision makers.

For the tourism trade, winning a World TravelAward is more than an award – it is anendorsement from the thousands of professionalsfrom around the globe, as well as a gold seal tothe consumer of travel excellence guaranteed.

The World Travel Awards has continuously

evolved, expanding the number of awards as theindustry has grown. There are now over 1,000different categories – an understandable numberseeing how the industry has diversified and giventhe fact that there were over 3,600 differentnominees last year.

And as confidence returns to the global economy,the World Travel Awards will be there to rewardthose travel and tourism players that spearheadthe recovery.

The Oscars of theTravel Industry”

Wall Street Journal

“About UsWorld Travel Awards

Visit our VIP Lounge at WTM, South Gallery Level 2, Suite 33 • worldtravelawards.com

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Visit our VIP Lounge at WTM, South Gallery Level 2, Suite 33


Last year was a particularly good one for you.You were voted Man of the Year by the JamaicaObserver, and Jamaica picked up 16 awards at the World Travel Awards. How is 2010shaping up?Yes, we were delighted with the results at the WorldTravel Awards, where Jamaica was named topCaribbean destination and Jamaica Tourist Boardwas named top Caribbean tourist board, as well asmany other accolades.

2009 visitor numbers were particularly strong.Jamaica welcomed more than 1.83 million stop-over visitors – a rise of 3.6 percent on the previousyear. This was a bigger rise than any otherCaribbean island and is an even more significantachievement given the global economy and the factthat there was a fall in outbound travel.

Business has been good in 2010, with international

visitors up 9.2 percent for the first quarter. We thensuffered from the volcanic ash crisis, as mostdestinations did – particularly since many ofJamaica’s European visitors fly via the UK. We’recontent with arrivals at present, although I’m sureeveryone in the travel industry will agree that thereare many challenges still to overcome in terms ofthe economy and consumer confidence.

That is why we are committed to remainingcompetitive and proactive in marketing thedestination to travellers.

Jamaica’s tourism figures have reboundedswiftly following the civil unrest in May. Whatfactors have led to such a sharp recovery?It’s quite a common perception that Jamaica’stourism suffered cancellations in May, but in fact fortour operators and airlines it was business as usual.Everyone recognised that the unrest was localised

to a small part of Kingston – several hours awayfrom the main tourist areas – so holidaymakerswere largely unaffected.

Since then, the tourist board has continued to drivebookings by promoting Jamaica’s value for moneyand diversity of holiday experiences.

Ultimately, we’re fortunate that, in Jamaica, wehave an island with incredible natural beauty,convenient air access, superior hotel product, and ahuge range of fantastic attractions thatholidaymakers want to continue to enjoy.

What is your view on the role of marketing inassisting in recovery after a crisis?Strategic marketing is essential to assist recoveryafter any crisis, whether it be due to human actionor a natural disaster. It is important to keep the linesof communication open with both the trade and

The Hon. Edmund Bartlett is Jamaica’s Minister ofTourism, and one of the pioneers of “New Tourism”.In May, he was made a Commander of Number ofthe Order of Civil Merit by Spain for his pivotal rolein facilitating several multi-billion dollar investmentsin Jamaica’s tourism sector.

EDMUND BARTLETT

Jamaica’s Ministerof Tourism



consumers to illustrate a return to – or acontinuation of – normality.

It is also important to show support to all industrypartners who may have also been affected by thatcrisis which is why Jamaica Tourist Boardundertakes a lot of co-operative marketing.

What are you hoping to achieve at this year’s WTM?Jamaica Tourist Board is looking to developrelationships with new trade partners as well ascement those with existing stakeholders such ashoteliers, tour operators and airlines.

We are being joined by a number of stand partnersfrom a variety of tourism businesses andcollectively, we are there to promote Jamaica’spositive attributes and drive business.

Ultimately, we are at World Travel Market to showthat Jamaica is a small island with a big future. Weare a major player in long-haul tourism.

What up-and-coming events do you have planned?At present, Jamaica Tourist Board is undertaking asales blitz across the UK and Europe with a numberof key partners.

In January, Jamaica will host CaribbeanMarketplace – the Caribbean’s largest tourismmarketing event. This will be the first major eventheld at the new Montego Bay Convention Centre, soit is an excellent opportunity to show Jamaica’scapacity for hosting international conferences,

as well as our upgraded and expanded tourism product.

Next year is the 30th anniversary of Bob Marley’sdeath, so expect to see various activities themedaround that. And of course, in the longer term, weare also planning for the 50th anniversary ofJamaica’s Independence in 2012, which will takeplace in the run-up to the London Olympics.

Airlift to Jamaica has improved considerablythis year. How is this reshaping Jamaica’stourism economy and how you operate?Direct airlift is absolutely vital to Jamaica’s tourismeconomy. It can be said that it is the single biggestcontributor to our recent success in visitornumbers.

We are continually working with the major airlinesto maintain this air access and encourage positivegrowth in that area.

Changes to the UK’s Air Passenger Duty remain akey concern to us and I recently joined a delegationof Caribbean tourism ministers which visitedBritain to discuss this with the new government. Wewould like reassurance that we will be included inthe consultative process as changes to APD areconsidered, as this issue threatens to have a severeimpact on travel to the region.

Do you see air lift improvements leading to agrowth in multi-destination trips to theCaribbean, with Jamaica serving as the hub?Yes, of course. Jamaica is in an ideal situation toserve as a Caribbean hub, with two international

airports as well as smaller airports which canreceive smaller aircraft.

There is certainly the demand for increasedregional services within the Caribbean andhopefully this is an area that can develop and growagain in the near future.

How has the market in Jamaica changed overthe past 12 months?The growing commoditization of tourism hascreated a global competitiveness which challengesour historic understanding of the industry. Jamaica,which previously had an enclave industryperspective, suddenly found it has to compete in aglobal marketplace on price point and value.

Thus we were challenged to create a more inclusivestrategy, characterized by tactical alliancesbetween the government, the private sector andthe communities. Such a partnership I believe willprovide a greater voice for local entrepreneurs,small and medium enterprises as well asinternational investors.

In Jamaica, we have been using this newarchitecture to help the destination keep itscompetitive edge in the global marketplace as wellas maintain its leadership position in the industry.



You’ve said you would like Jamaica to evolve asa recession-proof destination. What initiativesand strategies are you deploying to help shapethat? Our product is put against all other products in theworld, in the same way that our bananas had tocompete with all the other bananas in the world. Wehave had to reconfigure our business model to dealwith these new realities. Mexico and Dubai forexample, have already begun to retrofit theirtourism economies, because they have found thattheir customers want the same quality for less. Thechallenge we face is how to make the adjustment.

This is especially significant in our situation, as weneed to find ways of doing more with less. This callsfor a reconfiguration of the business model, moreefficient operations, better utilization of energy,better use of human capital and investments ingreen technologies. It calls for moving into non-traditional markets and driving legacy marketsmore strategically. It calls for utilizing informationtechnology and social marketing. It calls for a newlook at community tourism and SMEs.

In addition, there is a growing inter-dependence inthe industry. Distributors like travel agents, andsuppliers like airlines, are all linked. It has becomenecessary for destinations to participate in multi-destination marketing efforts. For example, we arecurrently working on a relationship betweenourselves and Cuba and we are collaborating withtravel agencies and tour operators to bring more

visitors to Jamaica. We have structured anarrangement with TUI and other global travel powerhouses to deliver visitors over the next three years. The demands of today’s traveller, the cut backs ondiscretionary spending, and increased competition,force us to be more innovative and to work smarter,ensuring we get our piece of the tourism pie.

Jamaica hosted the World Travel Awards TheAmericas Ceremony in October. What was theimportance of hosting such a prestigious eventand how will it help the island’s tourism?Jamaica’s motto is ‘Once you go, you know’, so anyopportunity we have to bring visitors – particularlyfirst timers – to the island is fantastic. The WorldTravel Awards allows Jamaica to showcase itstourism product to the full and we hope other travelindustry professionals will return to their ownmarkets inspired by what they’ve seen.

Which of your plans, developments andinitiatives do you think have the most potentialand why?One of the most important initiatives that I haveundertaken is the establishment of the TourismTask Force to look at Tourism Linkages with theother sectors of the economy. Measuring theeconomic contribution of tourism, measuring thelinkages between tourism and these sectors, isessential for planning the sustainable developmentof the sector and enhancing its role and impactwithin the wider Jamaican economy.

What is your definition of “New Tourism”?New Tourism is our response to the fact that themarkets have changed and that we need a newstrategy for moving forward. It is about contendingwith: new markets, new technologies, newinvestments, new partnerships and newcommunication processes.

The New Tourism, has people at its core, and offerseach and every citizen an opportunity to benefitfrom this industry. As tourism is one of the mostimportant drivers of our economies, the growth andsuccess of this industry are critical to shaping thequality of life now and the stability of our future.

As such we have undertaken to implement anumber of strategies to improve our competitiveedge. These initiatives recognise that tourism is animportant driver of our economy and that it is timeto treat tourism as a national priority. EveryJamaican has a role to play if we are to improve theproduct, modernize and diversify the sector,sustain investment and maximize earnings.

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If 2009 was all about staying afloat – whether youwere an airline, a travel management company,hotel or car rental company – this year has been allabout recovery, albeit slow and steady.

All segments of the UK’s business travel sectorshowed signs of positive growth for the first half ofthe year, according to the Guild of TravelManagement Companies (GTMC) quarterlytransaction survey.

The survey showed that air travel, hotel bookings,rail travel, and car rental were all ahead of theequivalent period in 2009.

Overall, business travel transactions in all sectorshad a combined increase of 12 percent over 2009,although sales performance has yet to reach 2008 levels.

Air

Air travel was the star performer after a bleak2009, up 13 percent compared to the same periodlast year. Which was a real surprise considering theenormous disruption at the start of the year fromthe ash crisis and the British Airways’ strikes.

In fact, the recovery has been largely led by BA,whose gamble in launching an all-business servicefrom London City Airport to New York and investingin upgrading its business class appears to havepaid off.

BA’s traffic and capacity statistics for Septembershow that passenger load factors were up 0.9points compared to September 2009, to 82.4 per cent.

Traffic comprised a 4.3 percent increase inpremium traffic and a 0.7 percent increase in non-premium traffic to 3.05m.

A statement from the carrier said: “Marketconditions remain as previously anticipated, withstrong yield performance in both premium andnon-premium cabins.”

BA also announced a number of new routesincluding a five times per week business service toTokyo’s Haneda Airport which will start next February.

And in October, BA formalised its trilateral tie-upwith American Airlines and Iberia, announcing fournew routes as a result of the agreement.

These are: New York JFK-Budapest and Chicago-Helsinki (operated by American), LondonHeathrow-San Diego (operated by British Airways)and Madrid-Los Angeles (operated by Iberia).

United Airlines and Continental announced theirmerger earlier this year, creating the world’s largestairline. Joint flyer benefits will be announced laterthis year.

Car Rental

The ash crisis had a positive effect on the car rentalmarket – a poor performer in recent years – withan 11 percent increase in transactions compared tothe same period in 2009.

However, the increase in the number oftransactions has been tempered by the fact thatrenters are choosing to hire compact and economyvehicles rather than premium cars.

A survey by Avis showed that 72 percent of Avis’ UKcorporate customers hired compact and economyvehicles during the first half of 2010.

The results of the Avis Business Travel Index showthat despite emerging signs of recovery in theeconomy, businesses are still spending cautiouslywhen it comes to travel.

Furthermore, 59 percent of business customersrented on a daily basis, with 8 percent opting for along-term rental.

These latest findings indicate that despiteemerging signs of recovery in the economy,businesses are still spending cautiously when itcomes to travel.

Business travel has suffered a couple of torridyears, but 2010 is shaping up well, led byresurgent air and car rental sectors, as AdamCoulter explains.

Back inbusiness



The index also revealed that 51 percent of rentalsare from ‘downtown’ or non-airport locations.

Anthony Ainsworth, UK sales director, said: “Therecession has had a huge influence in the way ourcorporate customers are operating.

“A prime example is the increase in downtown pick-ups and daily car rental, which tells us businesses,particularly in the SME market, are recognising thevalue of face-to-face business with theircustomers.”

The Avis report also shows that companies arecontinuing to focus on their home markets withdomestic rentals up 3 percent year-on year.

Rail

Rail travel meanwhile continued to perform well forthe first half of 2010 with an increase in bookingsby GTMC members by 11 percent.

However indications are that the growth intransactions has not been matched by a growth inrevenues with a general move out of first class.

And the first signs of the squeeze on the publicsector are beginning to be felt, with a sharpreduction in government spend, which will likely befurther squeezed following the spending review in October.

Hotels

Hotel bookings also showed signs of recovery aftera tough 2009, with a 7 percent year-on-yearincrease up until the end of June, compared to thesame period last year.

And according to the latest figures from PKF HotelConsultancy Services, this recovery continued inthe summer.

Average room rate in London rose by 3.8 percent,to £103.49 in August from £99.74 in August 2009,while occupancy was up 0.2 percent at 81.9percent from 81.6 percent.

As a result, revenue per avai lable room (revPAR) orrooms yield improved by 4 percent to £84.71.

Regional hotels also saw rates, occupancy andrevPAR increase year-on-year.

Average regional room rate grew by 0.1 percent to£59.92 and occupancy by 2.6 percent to 73.5percent from 71.5 percent, which helped lift revPARby 2.7 percent to £44.01.

Robert Barnard, partner for hotel consultancyservices at PKF, said: “The figures for Augustsuggest demand continues to strengthencompared to 2009 and therefore the outlook ismore positive as a result.

Anne Godfrey, chief executive, GTMC said: “Thesurvey of transactions by GTMC members showsclearly that the recovery, no matter how fragile, isunderway for UK PLC.

“The results are particularly encouraging when youfactor in the truly exceptional items of the ash crisisand industrial action.”

Godfrey added that the real test would be whetherthese results are sustainable.

The good news is that according to the Associationof Corporate Travel Executives (ACTE) they are.

Members – who met in Berlin at their annual GlobalEducation Conference in October – are anticipatingan increase in business travel spend next year.

ACTE’s 2011 Travel Spend Survey revealed 64percent of respondents from Europe and 70percent from the US expect spend to rise year-on-year.

Most think the growth will be driven by increasedtravel frequency and not just higher costs, with 66percent of European ACTE members and 60percent of those in the US expecting theircompany’s employees will travel more in 2011 thanin the two previous years of the recession.

Over half of the European member companiesquestioned expected their travel spend to rise by 5-15 percent next year. This compares to 43 percentof those in the US, where 22 percent predicted anincrease of 1-5 percent, and 5.4 percent a rise of 20percent or more.

Chris Crowley, ACTE president, said: “Businesstravel has always been held up as a keyperformance indicator of any economy and thefindings from the ACTE survey of members showsclearly that economic performance may well moveahead, across the globe, next year.”

Meetings

Even the Meetings sector, which suffered deeplylast year, is showing strong signs of recovery.

The results of a survey carried out by theInternational Congress & Convention Associationand IMEX revealed that 31 percent of internationalassociation buyers expect higher attendance attheir events, with 46 percent saying there had beenno change.

Again, spend remained constant or down, with just20 percent reporting higher income from sponsorsand exhibitors, and the rest showing no change orfalls (40 percent).

Most predicted a more positive 2011, with a third ofassociations expecting to hold more meetings nextyear, and just 8 percent indicating they would hold fewer.

Age of austerity

Yet despite the optimism, there is no doubt that thebusiness travel landscape has changed profoundlyand possibly permanently since the economicmeltdown in late 2008.

A new survey by American Express Business Travelshows that 78 percent of staff in medium-sizedcompanies are more conscious of their ownbusiness travel costs than before the recession.

The study, of more than 500 business executives,showed that 62 percent stated they are motivatedto cut their own business travel expenses as aresult of the travel habits of their peers.

Almost half (46 percent) of staff said their bosseshave also taken to this new age of austerity,downgrading flights from business class, taking thetrain rather than flying, and even publishing theirexpenses to employees.

More than four out of ten firms have asked staff fortheir ideas on how they could save business travelcosts and improve efficiencies.

And when asked how long this new austerity willlast, a third of managing directors, financialdecision-makers and procurement teams believe itwill be for the next two years.

Nearly a quarter of respondents believe themeasures now in place will continue to be theblueprint for future habits.

Just 12 percent of respondents believe the age ofausterity business travel policies will come to anend in a year and 19 percent see it continuing forthree years.

“Many UK employees and employers are clearlyworking together to achieve return on investmentfor their travel, and have developed a much morefrugal mindset to help them through thedownturn,” said Michael Rouse, vice president &general manager, head of client acquisitions,American Express Business Travel EMEA.

The Amex results reflect those of the GTMC’s, with54 percent of travellers still travelling the sameamount as pre-2008, and 4 percent are nowtravelling more – but downgrading.

Thirty-one per cent of respondents said theyincreasingly took public transport, a quarter optedto fly in premium economy rather than businessand 18 percent use high-speed rail.


Oozing Armani Casa’s trademark minimalistopulence, the exquisite property marked a distinctseparation from the ostentatious excess of otherüber-luxurious rivals.

Its landmark location inside the iconic Burj Khalifa,the world’s tallest building, provides the perfectcompliment to this polished palace, and reflects theclose relationship between Armani and the iconicdeveloper, Emaar Properties.

The rooms and suites are breathtakingly beautiful,with every detail bearing the fashion maestro’sdesign genius. Practicality and elegance, thecornerstones of Armani’s signature style, combinewith precious materials and sophisticated finishesto create highly personalised spaces.

On opening the hotel instantly became the mostexclusive hospitality destination in the city and set a

new benchmark for those pushing the boundariesof hospitality design.

Occupying floors concourse to 8 and levels 38 and39 of Burj Khalifa, the hotel features 160 luxuriousguest rooms and suites, eight innovativerestaurants, exclusive retail outlets and a serene spa.

The sweeping views of Dubai’s futuristic cityscapecomplemented the harmonious and stylish lifestyleenvironment.

Every aspect of the hotel’s design and serviceofferings has been designed and planned byGiorgio Armani himself, from the bespokefurnishings to restaurant menus and in-roomamenities.

Based on the philosophy that travel is as much an

emotional journey as a physical one, the ArmaniHotel assigns each hotel guest a personal LifestyleManager who serves as a personal contact andhost from the moment they make a reservation tothe time they check out and even beyond.

At the opening, Giorgio Armani said: “It has longbeen my dream to have a hotel in which I myselfwould like to stay and entertain family and friends,where the Armani aesthetic is combined withItalian-style warmth and hospitality. I am thrilled toopen the doors of the Armani Hotel Dubai andinvite my guests in to experience my world.”

Emaar and Armani – a uniquepartnership

Integral to the success of the Armani Hotel hasbeen the close collaboration between Giorgio Armani S.p.A. and Emaar Properties PJSC.

When the world’s first Armani Hotel opened in Dubai on 27 April2010, it ushered in a new dawn for luxury hospitality, not just inthe Middle East but worldwide.

Armani and Emaarredefine hospitality

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Established in 2005, the objective of thepartnership has been to develop, own and operatean exclusive collection of hotels, resorts andresidences in the world’s most important cities andholiday destinations.

Using the flagship Dubai property as a template,Armani Hotels & Resorts plans to open at least tenhotels and resorts within the next ten years.

The second hotel, located in Milan, is still onschedule to open in mid-2011, whilst Paris is tippedto become home to the third.

Other properties underway include the first ArmaniResort, planned for Marrakech, and the first ArmaniResidences Villas in Marassi, Egypt. Further Armanihotels, resorts and residences will open in keymarkets such as New York, Tokyo, Shanghai andLondon.

Mohamed Alabbar, Chairman, Emaar Properties,said: “Armani Hotel Dubai is a true celebration ofsuperior aesthetics and world-class projectdevelopment competencies. The hotel will be areferral point for luxury hospitality projects in thefuture, and brings global attention to Dubai and to

Burj Khalifa.

He added: “Downtown Dubai is our flagship project,and is regarded as one the most prestigious squarekilometres on earth with incredible choices inentertainment, shopping, commercial and leisureoutlets. The jewel at the centre of thisneighbourhood is Burj Khalifa, and Armani HotelDubai is a sterling value addition to the world’stallest building.”

A world of culinary choices

The Armani Hotel in Burj Khalifa features eightrestaurants offering a myriad of world cuisinesranging from Japanese and Indian toMediterranean and, of course, authentic fine-diningItalian. The impressive culinary options reflect thecosmopolitan nature of the city.

The hotel’s vast leisure and entertainment optionsalso include the first in-hotel Armani/SPA in theworld. The spa embodies the Armani lifestyle anddesign philosophies where each unique spaceprovides the context for personalized individualtreatments, personal fitness, sequential thermal

bathing as well as private and social relaxation.

The hotel also boasts three exclusive retail outlets:Armani/Galleria; a haute couture boutique offeringfashion accessories previously available byinvitation only – and the first and only place inDubai where the Armani Prive collection isshowcased; Armani/Dolci, a luxuriousconfectionary offering a sweet selection of biscuits,small savouries and more; and Armani/Fiori, afloral boutique offering exquisite fresh flowerarrangements and exclusively-designed vases byGiorgio Armani that follow the fluid shapes of theflowers themselves.

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According to the United Nation’s World TouristBarometer, international tourist arrivals in Asia andthe Pacific grew a phenomenal 14 percent in thefirst half of the year.

This compares with a modest 2 percent forEurope, whilst the Americas and Africa fared betterat 7 percent each. The only region to eclipse Asiawas the Middle East, which notched up a heady 20percent increase.

Within Asia, virtually a ll nations enjoyed aresurgent first half of the year, including many notonly recouping the sharp losses of 2009 butreturning to 2008 levels. Star performers includedSri Lanka (49 percent), Japan (36 percent),Vietnam (35 percent), Hong Kong, Macao (23percent), Singapore (23 percent), Fiji (22 percent)and the Maldives (21 percent).

What has been particularly encouraging is howAsia has once again proved its ability to bounceback from adversity. As with previous exogenousshocks, including the Asian financial and economiccrisis (1997-1998), the SARS outbreak (2003) andthe tsunami (2004), the region’s tourism sectorhas quickly dusted itself down from the globalfinancial meltdown of 2008-2009 and is now

leading the world’s travel and tourism sector out ofrecession.

The Chinese tourism miracle stalled in 2008 and2009, following over a decade of exponentialgrowth, but in 2010 the engine appears to begetting back on track. Driving the expansion hasbeen a strong domestic sector as the country’smiddle class continues to unlock its expenditurepotential. According to some estimates, this neweconomic powerhouse is expected to overtake theUS and European middle class in numbers by asearly as 2015, whilst even the most pessimisticanalysts put the year at 2025.

This summer’s World Expo in Shanghai typified theemergence of China’s middle earners. Anestimated 70 million domestic visitors travelledfrom across the country to visit what has becomethe biggest Expo to date. Braving queues of up tosix hours, they crammed through the pavilionsstaged by more than 240 countries andorganisations from around the world.

The people’s republic has spent $4.2bn hostingthe event, plus a reported $45bn overhauling thecity of Shanghai in preparation – more than Beijingspent for the Olympics – with new airport

terminals, hundreds of miles of subway line and arevamp of its historic waterfront, the Bund.

China should be applauded for breathing new lifeinto the Expo concept, which had lost much of itslustre in recent years. Using a mix of ground-breaking technology and artistic flair, exhibitionsvaried from Saudi Arabian palm trees to Rodinsculptures from France, and a Swiss pavilion inwhich visitors rode up to the roof on a chairlift.

Like China, India’s vibrant domestic tourism hashelped prop up two years of weak internationalarrivals, as the insatiable travel appetite of itsburgeoning middle class drives the industry.

The Indian experience mirrors that of Japan andthe US – the two biggest tourist markets in theworld – where the backbone of infrastructure wasbuilt for the domestic rather than the internationalmarket.

Accor is one of the many multinationals keen totap into the country’s domestic market. In August,the French hospitality giant unveiled plans for a€1.4bn global expansion into high-growthemerging markets, with India earmarked as themarket of greatest potential.

It is one of the truisms of tourism that in times of austerity peopleholiday closer to home. In Asia, the current surge in regional anddomestic travel is spearheading the global tourism recovery.

FOCUS ON

Asia & Australasia



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The Paris-based group currently has only eighthotels in India but plans to make a $150minvestment in partnership with local firms to realiseits goal of becoming the number one internationalhospitality operator in the country by 2015, with 90properties spanning every sector from low cost toluxury.

Interestingly, chief executive Gilles Pélisson ruledout blanket emerging market expansion, with bothChina and Russia considered in “danger ofoversupply in hotel rooms”.

The domestic surge theory also applies to Japan,although as Asia’s most developed economy it isstruggling to recover from its deepest postwarrecession, and lost the title of world’s second-largest economy to China during the last quarter.

But the strength of the yen is fuelling a rise inoutbound travel. According to the World Travel &Tourism Council, Japan’s travel and tourismeconomy is expected to emerge flat this year butpick up in 2011 and average 2.5 percent annuallyover the coming 10 years.

Recent government deregulation of the country’stightly-protected air networks is already leading toa scramble by foreign airlines for a slice of theJapanese pie.

Malaysian long-haul budget airline AirAsia X isentering the Japanese market in December bylaunching a service between Kuala Lumpur andTokyo.

AirAsia X will be the first foreign budget airlineauthorised to use Tokyo’s Haneda Airport, which isnow handling an expanded array of internationalfights following the opening of a fourth runway anda new terminal in October.

British Airways is also launching a new route fromLondon to Haneda, and has earmarked itsobjective to make Japan more accessible to the UKmarket.

In September, All Nippon Airways announced plansto launch the country’s first low-cost carrier in late2011 as demand for travel in Asia surges. The yet-to-be-named airline will operate independentlyfrom ANA, and offer both international anddomestic short-haul routes from Osaka.

Legacy carrier Japan Airlines is also consideringstarting a budget airline as part of its restructuringplans after filing for bankruptcy protection inJanuary.

Elsewhere in the region, Thailand has posted animpressive rise in tourist arrivals in the first half of2010, despite the political unrest in May.

Thailand’s tourism jewel of Phuket is leading thecountry’s dramatic turn around. Passenger trafficthrough Phuket International Airport surged 28percent in the first half of this year compared to2009, heralding a return to levels not experiencedsince the boom year of 2007. One of the other key factors in the quick recoverycan be attributed to the strength of the “AmazingThailand” brand, which reinforces the concept of‘Thainess’ and the perception of the Kingdom asthe “land of smiles”.

Sport tourism is also playing a crucial role in theThai revival. Bangkok plays host to Asia’s largesttennis tournament, the PTT Thailand Open, whichthis year featured world number one, RaphaelNadal.

In November the country welcomes the latestmember to its burgeoning sports and leisureindustry – the highly-anticipated Phuket

International Academy. Located on the paradiseisland of Phuket, the ground-breaking facility ispoised to become Asia’s pre-eminent competition,training and event complex.

Combining a brilliant location with world-classfacilities, it is already attracting interest fromrespected global sporting institutions andinternational corporations.

Down under, Australia continues to struggle toreturn to its pre-recession peak. Tourism remainsone of the economic pillars of the nation but25,000 jobs have been lost since the globalfinancial crisis as traditional source markets of theUK and US shun the lure of its glorious beaches foritineraries closer to home.

However Australia is poised for a massive boostfrom China over the next decade. Last year,366,000 Chinese tourists visited and spentAU$2.8 billion, whilst this year China overtookJapan to become its fourth-largest source oftourists, behind New Zealand, Britain and the US.

In preparation for further growth, China’s largestairline China Southern Airlines has made a fourfoldincrease in direct flights to Australia. The airlinehopes to capitalise on the growing wealth ofChina’s middle class and confidence in the stabilityof Australia-China relations.


Visit our VIP Lounge at WTM, South Gallery Level 2, Suite 33

Staying connected with travellers on the move has become one ofthe industry’s key objectives as the mobile web goes mass market.As mobile web becomes key to the marketing mix, Nick Salter fromWorld Mobi outlines the key elements for developing a solid strategy.

Why you must havea mobile strategy inplace for 2011…

Over the past 15 years most businesses haveswitched their marketing budgets from paperbased brochures to desktop websites. The moveto mobile is now set to become the biggest shift inthe way information is accessed since the Internetrevolution commenced.

The rapid growth in web-enabled mobile phoneownership means that mobile search will soonbecome the primary way in which we accessinformation on the Internet. Desktop search willremain important, but the majority of searches willbe performed by users-on-the-go via a mobiledevice.

There are nearly five times as many mobiledevices as there are desktop and laptop PC’s andby 2011 around 85% of these will be able to accessthe mobile web.

So, you’ve recognised that sooner or later you aregoing to have to develop a mobile web strategy.How then, should you go about it?

1 Start by taking a look at your own desktopwebsite on a mobile phone. How long does ittake to load? How easy is it to navigate? Howquickly can you find the information you need?What does the user experience say about yourbrand?

2 Don’t assume that because your website looksOK on one make of phone it’ll be fine on alltypes. Check the iPhone, iPad, Nokia, Android,Blackberry…and the latest Windows Phone. Youneed the site to look good and work smoothlyacross all types of mobile device.

3 Don’t spend all your money on flashy iPhoneapps. You’ll look great to the small percentageof iPhone users but you’ll be excluding all theother handset users. Of course you could alsobuild apps for all the other platforms…but thatcould get expensive and complex to maintain.Find out how you can leverage the mobile webacross every device.

4 A mobile web site is not just a smaller versionof your desktop site. Too many pictures andyour site will take forever to load. And touchscreen mobiles are navigated in a very differentway to mouse driven PC’s. Think of the userexperience and what sort of information a user-on-the-go might need to get quickly.

5 Remember the mobile is also acommunications tool. Leverage its power byadding in functionality - such as click to call - sousers can jump seamlessly from reading aboutyou on your mobile site to talking to you on thephone.

6 Build your site with users-on-the–go in mind.Ensure you have content on your mobile sitethat will attract visitors after they’ve arrived,not just at the trip planning stage. Stickycontent that is useful to the traveller on themove means your brand stays front-of-mind forlonger.

7 Ensure you have a strategy that works acrossboth desktop and mobile channels. Do youwant to update them separately or together?Do you have a content management solutionthat you can adapt in house or do you need apartner that can do all the updating for you?

8 Don’t do nothing. Your future customers arealready searching out your brand on theirmobile phones whether you like it or not andthey’re making judgements based on what theyfind. Don’t give them the opportunity to searchout a more mobile-friendly option. Make surethey’re getting an experience that’ll keep themcoming back.

World Mobi are the leaders in travel and tourismmobile strategy and mobile web development. Formore information, email [email protected].

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worldtravelawards.comemail: [email protected]

2012Caribbean & Central America Gala CeremonyNassau, Bahamas • 14 January 2012

Europe Gala CeremonyBerlin, Germany • 6 March 2012

North America Gala CeremonyLos Angeles, USA• 21 April 2012

Middle East Gala CeremonyDubai, UAE • 30 April 2012

Africa & Indian Ocean Gala CeremonyDurban, South Africa • 8 May 2012


Asia & Australasia Gala CeremonyNew Delhi, India • 28 October 2012

Grand Final Gala CeremonyLondon, United Kingdom • 4 November 2012

2013 (20th Anniversary Year)

Caribbean & Central America Gala CeremonyMontego Bay, Jamaica • 15 January 2013

Europe Gala CeremonyBerlin, Germany •March 2013

Middle East Gala CeremonyDubai, UAE •May 2013

Africa & Indian Ocean Gala CeremonySharm el Sheikh, Egypt •May 2013

North America Gala CeremonyLas Vegas, USA• 8 June 2013

Asia & Australasia Gala CeremonyShanghai, China • 13 June 2013


Grand Final Gala CeremonyLondon, United Kingdom •November 2013

2014Caribbean & Central America Gala CeremonySan Juan, Puerto Rico • January 2014

Europe Gala CeremonyBerlin, Germany •March 2014

Middle East Gala CeremonyDubai, UAE •May 2014

North America Gala CeremonyOrlando, USA •May 2014

Africa & Indian Ocean Gala CeremonyDurban, South Africa •May 2014

Asia & Australasia Gala CeremonySingapore • October 2014

South America Gala CeremonyRio de Janeiro, Brazil • October 2014

Grand Final Gala CeremonyLondon, United Kingdom • November 2014

World Travel AwardsGrand Tours 2012-2014

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World Travel Awards - Travel weekly 2010 - Day 3

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