Competing for  Tomorrow   Jyväskylä June 15th 2011       Rohit Talwar    CEO – Fast Future  rohit@fastfuture.com   www.fas...
Hotels 2020 – Objectives• Identify key drivers of change  for the globally branded hotel  sector over the next decade• Exa...
Transformational Change?   It’s Only Just Begun
What I Want – When I Want
Holographic Laptops
Personalization
Demographic Destinies 2 billion more people in 40 years –Demographics is Driving Economics         448    739 691         ...
Tomorrow’s Traveler - Demographics• Over 60‟s in developed  economies to rise from 22-  33% from 2009 and 2050.• In develo...
Life Redefined –        Lifespans are IncreasingUnder 50’s have 90%chance of living to 100.Aubrey de Grey suggestswe could...
Tomorrow’s Traveler –              Spending Patterns• By 2020, Asian  consumers could account  for over 40% of global  mid...
The Asian middle classes will make up the largest            share of international travel                                ...
Traveller Behaviours   Too Busy To Care   Complex Lives, Pressurised    Finances   Craving Simplicity   Wealthy and Ha...
SustainabilityEnvironmental considerations will play an increasing role inthe choice of business and leisure hotels.      ...
Crowne Plaza Copenhagen Towers –Solar Power, Geothermal Well, Eco-rooms
Tomorrow’s Traveler – Technology• Number of mobile subscribers  could rise from 4Bn to 5Bn  2009-2015• Mobile data traffic...
Customers will increasingly use social media andcollective intelligence travel services (like Dopplr) to  define the desir...
Hotels will need to develop strong social media listening skills tounderstand how customer needs and perceptions of brands...
Hotel Categorization may Need to Evolve to Focus         More on Service Than Facilities
Traveler motivations will become increasingly fragmented and diverse    and harder to segment into clearly definable custo...
Hotel guests will expect their stay to be personalized  around a set of choices they make at the time of             booki...
The Emergence of Personalized            Service Spectrums86% agreed that by 2020,personalization will have beenembraced w...
Pricing In a highly automated world, there will be a range of customers at    every price point who are willing to pay for...
Staff and Service  Highly trained staff backed up by technology will be key to delivering                  personalized se...
Finland has Strong Tourism Goals
.. and Success in Key Markets
The Country is an Innovation Leader    (EU Innovation Index 2010)           Source: PRO INNO EUROPE Innovation Performance...
…But not in Travel and Tourism      Competitiveness                 th
… or Price Competitiveness                  th
…or Affinity for Travel and Tourism
GDP Jobs123rd 112thInvest Exports151st 126th
Innovation in Finnish Tourism
Source: LAPPALAINEN, PAIVI, Tourism and Experience Management Centre of Expertise Building the Future of Tourism Through I...
Travel Agency Innovation
Innovative Training Practice
Promoting Tourism Through       Partnerships
So where are the Opportunities?
Outstanding Natural Heritage
Community Engagement - Aruba
City Regeneration - Malmo
City Branding - Berlin
Sydney ‘Vivid’Joined up Thinking
Adelaide Convention Centre              Creating Experiences                                           http://www.borev.ne...
Using Social Media
Tourism Co-creation
Business Events
Museum Partnerships
Festivals / Cultural Events
Art Exhibits
Gourmet Experiences
Distinctive Experiences
Agri-Tourism –25% Income boost to Farmers
Create Tolerance of Uncertainty  http://2.bp.blogspot.com/_MuWNJtJ8XS4/RwrvXTT4e4I/AAAAAAAABJc/pMnDJx06ZQA/s400/DuaneMiche...
Partner and Be Magnetic
Conclusion             Designing Your Future• All to play for• Think Partnership• Curiosity and Magnetism  are key• Experi...
Background notes                   64
Economic Outlook                                 2011-20                          2021-30                           2011-3...
Travel & Tourism   Competitiveness Index 2011      Country                  2011 Score                       2011 Rank    ...
How Finland Scores on the              Index                                                              Rank            ...
How Finland Scores on the              Index                                                              Rank            ...
How Finland Scores on the              Index                                                              Rank            ...
Total Contribution of T&T to GDPSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 htt...
Tourism and GDP•   GDP: Direct Contribution    The direct contribution of Travel &Tourism to GDP is expected to be    EUR4...
Tourism and Employment
Tourism and Employment•   Employment: Direct Contribution    Travel & Tourism is expected to support directly 58,000 jobs ...
Exports and Investment
Exports and Investment•   Visitor Exports    Travel & Tourism visitor exports are expected to generate EUR3.3bn (4.3%    o...
Leisure vs. Business Travel
Leisure vs. Business Travel       •     Leisure travel spending (inbound and domestic) is       •     expected to generate...
GDP Contribution Regional                    ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic ...
GDP Contribution Regional                    ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic ...
T&T Employment Regional                     ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic I...
T&T Employment Regional                     ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic I...
T&T Investment Regional                        ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economi...
Visitor ExportsSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/...
GDP Contribution to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www....
GDP Contribution to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www....
Employment Growth to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www...
Employment Growth to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www...
Investment to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.o...
Visitor Export to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wt...
Overview to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org...
EU Innovation Index 2010                    Source: PRO INNO EUROPE Innovation Performance 2010 http://www.proinno-europe....
Embraced by Russia            Source: FINNISH TOURIST BOARD Border Interview Survey: Foreign Visitors in Finland in 2009ht...
Seasonality in Tourism
Seasonality in Tourism•   Among the Member States having a distinct peak in July, the highest    monthly shares were found...
Background •     Tourism is an industry with an intense employment effect. The tourism       industry is labour intensive ...
Objectives for 2020
Objectives for 2020     •     Rural tourism is expected to grow in respect of domestic travellers           approximately ...
State of SME’s in Tourism Sector •   SMEs - employing up to 249 people according to the EU classification     (European Co...
State of SME’s in Tourism Sector •   The responding enterprises in a study sample were only moderately     international. ...
State of SME’s in Tourism Sector •   Nearly two thirds of all enterprises (63 %) had plans to grow in the future.     The ...
SME Resource Dependence on  the Finnish Tourist Board
Resource Dependence on the               FTB•   The mean value of the overall resource dependence of the respondents    wa...
Resource Dependence on the               FTB•   Turning to the elements, on the importance dimension the most important   ...
Resource Dependence on the               FTB•   As the number of employees increases, the level of resource dependence    ...
Resource Dependence on the               FTB•   Planning of operations was expected to decrease SMEs‟ dependence on    ext...
The Finnish Centres of Expertise              Programme (CoE)      •     is built to accelerate growth of innovative SMEs ...
Source: LAPPALAINEN, PAIVI, Tourism and Experience Management Centre of Expertise Building the Future of Tourism Through I...
Source: LAPPALAINEN, PAIVI, Tourism and Experience Management Centre of Expertise Building the Future of Tourism Through I...
Innovation in Finnish Tourism•   Tourism is an important sector in the Finnish economy and an important    employer in Uus...
Innovation in Finnish Tourism•   The participating companies can also take advantage of business    counselling in areas s...
Travel Agency Innovation•   In December 2010 it was announced that „…Amadeus and Finnair plan to    enable travel agents i...
Innovative Training Practice•   Kaleva Travel‟s staff receives continuous training and the company takes    continuous ste...
Promoting Tourism Through           Partnerships•   Developing Cultural Tourism as a joint network in Capitals of Culture ...
Promoting Tourism Through           Partnerships•   The targets of the project:•   To join the operators of culture and to...
Streamlining Promotion•   The activities of Finland Convention Bureau (FCB), the national    organisation that promotes Fi...
Visit Finland’s Role  http://www.mek.fi/w5/meken/index.nsf/(images)/FTB_strategy_2010_2015/$File/FTB_strategy_2010_2015.pdf
http://www.mek.fi/w5/meken/index.nsf/(images)/FTB_strategy_2010_2015/$File/FTB_strategy_2010_2015.pdf
Funding•   The National Tourism Administration is part of the Ministry of Employment    and the Economy and has no separat...
Online Marketing Campaign
Online Marketing Campaign•   Visit Finland‟s online marketing campaign reached wide audiences in the    UK, Germany and Fr...
Online Marketing Campaign•   Wild & free: Every traveller would like to experience at least one    memorable adventure dur...
Pori Jazz Festival •     With a long history that stretches back to 1966, the festival has a well-       earned reputation...
Other Festivals •    Other summer events attracting large audiences were the Kotka Maritime      Festival that attracted o...
Image Sources p.1Page1.     http://ih1.redbubble.net/work.124088.11.flat,550x550,075,f.the-snow-hotel-finland.jpg2.     Am...
Image Sources p.233.      http://www.lhsystems.com/global/image/content/visual/sirax-emd-special-01.jpg35.      http://ilk...
Image Sources P.374.    http://i5.ebayimg.com/01/i/03/7e/a5/2c_10.JPG76.    http://www.vacationsdelivered.com/wp-content/u...
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Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

  1. 1. Competing for Tomorrow Jyväskylä June 15th 2011 Rohit Talwar CEO – Fast Future rohit@fastfuture.com www.fastfuture.comwww.convention-2020.com
  2. 2. Hotels 2020 – Objectives• Identify key drivers of change for the globally branded hotel sector over the next decade• Examine the implications for:  Hotel strategy  Brand portfolio  Business models  Customer targeting  Innovation
  3. 3. Transformational Change? It’s Only Just Begun
  4. 4. What I Want – When I Want
  5. 5. Holographic Laptops
  6. 6. Personalization
  7. 7. Demographic Destinies 2 billion more people in 40 years –Demographics is Driving Economics 448 739 691 5231 344 1998 4157 729 1030 585 2010 2050 Source : United Nations
  8. 8. Tomorrow’s Traveler - Demographics• Over 60‟s in developed economies to rise from 22- 33% from 2009 and 2050.• In developing world, from 9 to 20%• Global retirement market 2010-2020 could grow from $28 - $46 Tn• Global middle class could rise from 430M to 1.2 Bn (2000 – 2030)
  9. 9. Life Redefined – Lifespans are IncreasingUnder 50’s have 90%chance of living to 100.Aubrey de Grey suggestswe could live to 500 or 1000What are the health,consumption and resourceimplications?What kind of opportunitieswill be created?
  10. 10. Tomorrow’s Traveler – Spending Patterns• By 2020, Asian consumers could account for over 40% of global middle class consumption• By 2014 female wealth could reach $18 trillion• Females could control 70% of global consumer spending
  11. 11. The Asian middle classes will make up the largest share of international travel 60 54 50 40 30 25 21 20 10 1 0600 Respondents Strongly agree Agree Disagree Strongly disagree
  12. 12. Traveller Behaviours Too Busy To Care Complex Lives, Pressurised Finances Craving Simplicity Wealthy and Hard to Please
  13. 13. SustainabilityEnvironmental considerations will play an increasing role inthe choice of business and leisure hotels. 606 Respondents
  14. 14. Crowne Plaza Copenhagen Towers –Solar Power, Geothermal Well, Eco-rooms
  15. 15. Tomorrow’s Traveler – Technology• Number of mobile subscribers could rise from 4Bn to 5Bn 2009-2015• Mobile data traffic to rise 300- fold by 2015 (Nokia).• By 2020 the range and nature of interaction technologies / customer „touch points‟ will expand dramatically.• „Go nowhere‟ gamers• Personal genetic profiles
  16. 16. Customers will increasingly use social media andcollective intelligence travel services (like Dopplr) to define the desired ‘product’ for a temporary self- forming group. 50 45 45 45 40 35 30 25 20 15 9 10 5 0 0601 Respondents Strongly agree Agree Disagree Strongly disagree
  17. 17. Hotels will need to develop strong social media listening skills tounderstand how customer needs and perceptions of brands and servicequality are truly evolving and to develop service propositions, marketingmessages, and pricing solutions that reflect the needs of an increasingly diverse customer base. 60 54 50 42 40 30 20 10 4 0597 Respondents 0 Strongly agree Agree Disagree Strongly disagree
  18. 18. Hotel Categorization may Need to Evolve to Focus More on Service Than Facilities
  19. 19. Traveler motivations will become increasingly fragmented and diverse and harder to segment into clearly definable customer groupings604 Respondents
  20. 20. Hotel guests will expect their stay to be personalized around a set of choices they make at the time of booking or prior to arrival 60 50 50 42 40 30 20 10 7 1602 Respondents 0 Strongly agree Agree Disagree Strongly disagree
  21. 21. The Emergence of Personalized Service Spectrums86% agreed that by 2020,personalization will have beenembraced wholeheartedly bythe sector and that „customerswill have the ability to choosethe size of room, type of bed,amenities, audio-visualfacilities, business equipment,etc. on booking and payaccordingly‟.
  22. 22. Pricing In a highly automated world, there will be a range of customers at every price point who are willing to pay for personal service610 Respondents
  23. 23. Staff and Service Highly trained staff backed up by technology will be key to delivering personalized service and experiences605 Respondents
  24. 24. Finland has Strong Tourism Goals
  25. 25. .. and Success in Key Markets
  26. 26. The Country is an Innovation Leader (EU Innovation Index 2010) Source: PRO INNO EUROPE Innovation Performance 2010
  27. 27. …But not in Travel and Tourism Competitiveness th
  28. 28. … or Price Competitiveness th
  29. 29. …or Affinity for Travel and Tourism
  30. 30. GDP Jobs123rd 112thInvest Exports151st 126th
  31. 31. Innovation in Finnish Tourism
  32. 32. Source: LAPPALAINEN, PAIVI, Tourism and Experience Management Centre of Expertise Building the Future of Tourism Through Innovation and Networking
  33. 33. Travel Agency Innovation
  34. 34. Innovative Training Practice
  35. 35. Promoting Tourism Through Partnerships
  36. 36. So where are the Opportunities?
  37. 37. Outstanding Natural Heritage
  38. 38. Community Engagement - Aruba
  39. 39. City Regeneration - Malmo
  40. 40. City Branding - Berlin
  41. 41. Sydney ‘Vivid’Joined up Thinking
  42. 42. Adelaide Convention Centre Creating Experiences http://www.borev.net/imf.jpgImage source: Adelaide Convention Centre
  43. 43. Using Social Media
  44. 44. Tourism Co-creation
  45. 45. Business Events
  46. 46. Museum Partnerships
  47. 47. Festivals / Cultural Events
  48. 48. Art Exhibits
  49. 49. Gourmet Experiences
  50. 50. Distinctive Experiences
  51. 51. Agri-Tourism –25% Income boost to Farmers
  52. 52. Create Tolerance of Uncertainty http://2.bp.blogspot.com/_MuWNJtJ8XS4/RwrvXTT4e4I/AAAAAAAABJc/pMnDJx06ZQA/s400/DuaneMichels.Uncertainty88.jpg
  53. 53. Partner and Be Magnetic
  54. 54. Conclusion Designing Your Future• All to play for• Think Partnership• Curiosity and Magnetism are key• Experiment
  55. 55. Background notes 64
  56. 56. Economic Outlook 2011-20 2021-30 2011-30Growth and productivity (% change; annual av)Growth of real GDPper head 1.9 2.5 2.2Growth of real GDP 2.2 2.6 2.4Labour productivitygrowth 2.2 2.8 2.5 Source: ECONOMIST INTELLIGENCE UNIT, September 2010 http://country.eiu.com, retrieved June 2011
  57. 57. Travel & Tourism Competitiveness Index 2011 Country 2011 Score 2011 Rank 2009 RankSwitzerland 5.68 1 1Germany 5.50 2 3France 5.41 3 4Austria 5.41 4 2Sweden 5.34 5 7USA 5.30 6 8Netherlands 5.13 14 13Denmark 5.05 16 14Finland 5.02 17 15Norway 4.98 20 19Estonia 4.88 25 27Russia 4.23 59 59 Source: WORLD ECONOMIC FORUM The Travel & Tourism Competitiveness Report 2011 http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf retrieved June 2011
  58. 58. How Finland Scores on the Index Rank ScoreT&T Regulatory Framework 5 5.7Policy Rules and Regulations 5 5.4Environmental Sustainability 5 5.7Safety and Security 1 6.5Health & Hygiene 12 6.6Prioritization of T&T 65 4.5 Source: WORLD ECONOMIC FORUM The Travel & Tourism Competitiveness Report 2011 http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf retrieved June 2011
  59. 59. How Finland Scores on the Index Rank ScoreT&T Business Env. & 30 4.8InfrastructureAir Transport Infrastructure 16 4.9Ground Transport Infrastructure 21 5.2Tourism Infrastructure 42 4.8ICT Infrastructure 17 5.2Price Competitiveness 128 3.6 Source: WORLD ECONOMIC FORUM The Travel & Tourism Competitiveness Report 2011 http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf retrieved June 2011
  60. 60. How Finland Scores on the Index Rank ScoreT&T Human, Cultural and Natural 25 4.6ResourcesHuman Capital 7 5.7Affinity for Travel and Tourism 83 4.5Natural Resources 66 3.3Cultural Resources 26 4.7 Source: WORLD ECONOMIC FORUM The Travel & Tourism Competitiveness Report 2011 http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf retrieved June 2011
  61. 61. Total Contribution of T&T to GDPSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  62. 62. Tourism and GDP• GDP: Direct Contribution The direct contribution of Travel &Tourism to GDP is expected to be EUR4.4bn (2.4% of total GDP) in 2011, rising by 4.2% pa to EUR6.6bn (2.7%) in 2021 (in constant 2011 prices).• GDP: Total Contribution The total contribution of Travel &Tourism to GDP, including its wider economic impacts, is forecast to rise by 3.4% pa from EUR12.2bn (6.6% of GDP) in 2011 to EUR17.2bn (7.0%) by 2021. Source: WORLD TRAVEL & TOURISM COUNCIL Key Facts at a Glance Finland 2011 http://wttc.org/eng/Tourism_Research/Economic_Research/Country_Reports/Finland/
  63. 63. Tourism and Employment
  64. 64. Tourism and Employment• Employment: Direct Contribution Travel & Tourism is expected to support directly 58,000 jobs (2.4% of total employment) in 2011, rising by 1.7% pa to 69,000 jobs (2.8%) by 2021.• Employment: Total Contribution The total contribution of Travel & Tourism to employment, including jobs indirectly supported by the industry, is forecast to rise by 0.9% pa from 168,000 jobs (6.9% of total employment) in 2011 to 185,000 jobs (7.5%) by 2021. Source: WORLD TRAVEL & TOURISM COUNCIL Key Facts at a Glance Finland 2011 http://wttc.org/eng/Tourism_Research/Economic_Research/Country_Reports/Finland/
  65. 65. Exports and Investment
  66. 66. Exports and Investment• Visitor Exports Travel & Tourism visitor exports are expected to generate EUR3.3bn (4.3% of total exports) in 2011, growing by 6.2% pa (in nominal terms) to EUR5.1bn (3.7%) in 2021.• Investment Travel & Tourism investment is estimated at EUR0.9bn or 2.7% of total investment in 2011. It should rise by 6.3% pa to reach EUR1.6bn (or 3.1%) of total investment in 2021. Source: WORLD TRAVEL & TOURISM COUNCIL Key Facts at a Glance Finland 2011 http://wttc.org/eng/Tourism_Research/Economic_Research/Country_Reports/Finland/
  67. 67. Leisure vs. Business Travel
  68. 68. Leisure vs. Business Travel • Leisure travel spending (inbound and domestic) is • expected to generate 67.7% of direct Travel & Tourism GDP in 2011 compared with 32.3% for business travel spending. • Leisure travel spending is expected to total EUR6.8bn in 2011, rising to EUR10.4bn in 2021. • Business travel spending is expected to total EUR3.3bn in 2011, rising to EUR5.0bn in 2021.Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  69. 69. GDP Contribution Regional ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  70. 70. GDP Contribution Regional ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  71. 71. T&T Employment Regional ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  72. 72. T&T Employment Regional ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  73. 73. T&T Investment Regional ComparisonSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  74. 74. Visitor ExportsSource: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  75. 75. GDP Contribution to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  76. 76. GDP Contribution to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  77. 77. Employment Growth to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  78. 78. Employment Growth to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  79. 79. Investment to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  80. 80. Visitor Export to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  81. 81. Overview to 2021Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf
  82. 82. EU Innovation Index 2010 Source: PRO INNO EUROPE Innovation Performance 2010 http://www.proinno-europe.eu/inno-metrics/page/31-innovation-performance retrieved April 2011
  83. 83. Embraced by Russia Source: FINNISH TOURIST BOARD Border Interview Survey: Foreign Visitors in Finland in 2009http://www.mek.fi/W5/meken/index.nsf/(Pages)/Border_Interview_Survey?opendocument&np=F-10 retrieved June 2011
  84. 84. Seasonality in Tourism
  85. 85. Seasonality in Tourism• Among the Member States having a distinct peak in July, the highest monthly shares were found in the Nordic countries of Denmark (24% of all nights spent in July) and Sweden (22%), followed by Estonia (16%) and Finland (15%). Source: EUROPEAN TRADE UNION LIAISON COMITTE ON TOURISM Seasonality in Tourism in the EU27 in 2009, November 2010 http://www.etlc-network.eu/europaeische_kommission/eurostat/seasonality_in_tourism retrieved June 2011
  86. 86. Background • Tourism is an industry with an intense employment effect. The tourism industry is labour intensive and dominated by SMEs, providing employment to a large number of young people. • Between 1995 and 2008, the number of people employed in the hotel and restaurant business increased by 37% while other industries grew at a rate of approximately 26%. In 2008, the hotel and restaurant business alone provided employment to 82,000 wage-earners and entrepreneurs.Source: MINISTRY OF EMPLOYMENT AND THE ECONOMY. Innovation Department. Government Resolution on Finnish Tourism Policy . March 2011 http://www.tem.fi/files/29582/Government_Resolution_on_Finnish_Tourism_Policy.pdf retrieved June 2011
  87. 87. Objectives for 2020
  88. 88. Objectives for 2020 • Rural tourism is expected to grow in respect of domestic travellers approximately 3 % annually. • The estimate is based on the increase in the amount of senior citizens, because this population is healthier than previous generations with a higher life expectancy and stronger consuming power also with regard to tourism services. • On the other hand, strong growth is also sought in the international market, and the expected yearly growth is an average 5 %. Foreign travellers are also expected to spend more than earlier when they travel in Finland. • The occupancy rate of accommodation facilities is expected to rise to 50%. • The amount of employed tourism workers is expected to rise to 15%. • 40% of sales proceeds (customers) comes from abroad.Source: RURAL POLICY COMMITTEE , Rural Tourism in Finland http://www.maaseutupolitiikka.fi/files/1362/Rural_tourism_future.pdf retrieved June 2011
  89. 89. State of SME’s in Tourism Sector • SMEs - employing up to 249 people according to the EU classification (European Commission 2003) - account for more than 99% of businesses in total in the country, with micro businesses (fewer than 10 people) making up 93%. • The value added of SMEs is almost at the same level as that for large enterprises (Small Business Institute 2000). • In other words SMEs are of key importance and this is also true for tourism with an estimated 90% of tourism businesses being classified as micro enterprises (Peltonen, Komppula, and Ryhänen 2004). Source: SEPPÄLÄ-ESSER, R , The Dependence of Tourism SMEs on NTOs: The Case of Finland, 2009 http://epubs.surrey.ac.uk/2289/2/AIREY_EMBARGOED_posted.pdf
  90. 90. State of SME’s in Tourism Sector • The responding enterprises in a study sample were only moderately international. In total, 88 % of the respondents had fewer than half of their guests from abroad. Some 52 % of them had less than a 10 % share of foreign guests and 4 % of the respondents had only domestic guests. • Enterprises in the transport and hotel sectors were the most internationally oriented. The visitor attraction sector proved to be the most domestically oriented. • Of the respondents some 25 % had a formal marketing plan while about 50 % planned their marketing in an informal manner. One quarter of the responding companies did not plan marketing at all. Those who planned their marketing most often did so one to two years in advance (65.5%). Some 15.5 % planned their marketing short term (up to one year); another 19 % planned long term (three to five years in advance). Source: SEPPÄLÄ-ESSER, R , The Dependence of Tourism SMEs on NTOs: The Case of Finland, 2009 http://epubs.surrey.ac.uk/2289/2/AIREY_EMBARGOED_posted.pdf
  91. 91. State of SME’s in Tourism Sector • Nearly two thirds of all enterprises (63 %) had plans to grow in the future. The great majority of the respondents cooperated with other organisations (93.4%). Only a small proportion of them did not (6.6 %). Source: SEPPÄLÄ-ESSER, R , The Dependence of Tourism SMEs on NTOs: The Case of Finland, 2009 http://epubs.surrey.ac.uk/2289/2/AIREY_EMBARGOED_posted.pdf
  92. 92. SME Resource Dependence on the Finnish Tourist Board
  93. 93. Resource Dependence on the FTB• The mean value of the overall resource dependence of the respondents was 2.43 on a scale from one to five.• The overall resource dependence of Finnish tourism SMEs on the FTB can be considered to be moderate (between 2.40 and 3.60). Resource dependence can also be defined in relative terms.• A total of 100 % would stand for a complete dependence, while 0 % would signify a complete independence. On this basis the dependence of Finnish SMEs was calculated at 36 %.• Some 18.5 % of enterprises considered the FTB to be at least somewhat important while more than 50% considered the FTB unimportant for their business.• This may suggest, that respondents are not quite aware of all of their dependencies. Interestingly when asked to rate the importance of the FTB for Finland as a whole, the largest number, about 69% regarded the FTB as being important for Finland. Source: SEPPÄLÄ-ESSER, R , The Dependence of Tourism SMEs on NTOs: The Case of Finland, 2009 http://epubs.surrey.ac.uk/2289/2/AIREY_EMBARGOED_posted.pdf
  94. 94. Resource Dependence on the FTB• Turning to the elements, on the importance dimension the most important resource by far is the NTO‟s marketing knowledge (4.14). This is followed by other resources associated with markets and marketing, consumer information and product development support, all scoring above 3.5.• The lowest 2.44 is for contacts with the foreign media, presumably a reflexion of the relatively low involvement in foreign tourism by many of the respondents. The level of magnitude of resource exchange at 1.99, on a scale from 1 to 5, is substantially lower than the scores for importance (3.29), alternatives (3.87) and access (3.70). Source: SEPPÄLÄ-ESSER, R , The Dependence of Tourism SMEs on NTOs: The Case of Finland, 2009 http://epubs.surrey.ac.uk/2289/2/AIREY_EMBARGOED_posted.pdf
  95. 95. Resource Dependence on the FTB• As the number of employees increases, the level of resource dependence increases as well. Whereas enterprises with only one employee show an average resource dependence level of 2.31, a level of 2.88 is computed for medium-sized enterprises.• The number of international guests had an impact on the level of SMEs‟ dependence on the FTB resources as well. Resource dependence levels were lowest among enterprises with no foreign guests whereas enterprises with shares of 51% to 100% foreign guests showed the highest levels of dependence. Source: SEPPÄLÄ-ESSER, R , The Dependence of Tourism SMEs on NTOs: The Case of Finland, 2009 http://epubs.surrey.ac.uk/2289/2/AIREY_EMBARGOED_posted.pdf
  96. 96. Resource Dependence on the FTB• Planning of operations was expected to decrease SMEs‟ dependence on external resources.• The results of this research suggest that quite the contrary was the case; indeed, the more sophisticated the planning procedure of an SME, the higher was its dependence on the provision of FTB resources. This might indicate that a strategic approach to planning possibly makes SMEs more aware of the resources needed as well as where to obtain them from. They might also be more aware of the costs of alternative resources. Given that they come from a publicly funded body the resources provided by an NTO might prove to be more cost effective than other alternatives. Source: SEPPÄLÄ-ESSER, R , The Dependence of Tourism SMEs on NTOs: The Case of Finland, 2009 http://epubs.surrey.ac.uk/2289/2/AIREY_EMBARGOED_posted.pdf
  97. 97. The Finnish Centres of Expertise Programme (CoE) • is built to accelerate growth of innovative SMEs by combining Finnish technology centres with companies and universities, and by improving their innovation capacity. • lays the ground for diverse innovation activities in which high‐level research is combined with technological, design and business competence. • is a tool for regional innovation, which contains ready‐made operating models and networks for the national and international markets. • offers networks and services for companies, universities, universities of applied sciences and research institutions. • has introduced cross science innovations and even made it possible to develop commercial products from those innovations. • the CoE comprises 13 national competence clusters.Source: LAPPALAINEN, PAIVI, Tourism and Experience Management Centre of Expertise Building the Future of Tourism Through Innovation and Networking 2010 http://www.nordicopen.org/wp-content/uploads/Paivi%20Lappalainen.pdf retrieved June 2011
  98. 98. Source: LAPPALAINEN, PAIVI, Tourism and Experience Management Centre of Expertise Building the Future of Tourism Through Innovation and Networking 2010 http://www.nordicopen.org/wp-content/uploads/Paivi%20Lappalainen.pdf retrieved June 2011
  99. 99. Source: LAPPALAINEN, PAIVI, Tourism and Experience Management Centre of Expertise Building the Future of Tourism Through Innovation and Networking 2010 http://www.nordicopen.org/wp-content/uploads/Paivi%20Lappalainen.pdf retrieved June 2011
  100. 100. Innovation in Finnish Tourism• Tourism is an important sector in the Finnish economy and an important employer in Uusimaa region. The „Travel Park Incubator Network‟ has been established to support the creation of new companies in the tourism sector.• The network, which is coordinated by the Haaga Institute Foundation, includes incubators in Uusimaa Region in Finland (i.e. Helsinki, Espoo, Vantaa). It supports both national and local tourism strategies and cooperates with key actors in the area.• A close cooperation has been established between Travel Park and major Finnish travel/tourism-related companies. The incubator services to entrepreneurs include premises, training, facilitation of contacts with a network of enterprises in the tourism sector, cooperation with higher education institutions, business consultancy, business mentoring, newsletters, joint participation in events, and public relations work. Source: Europa, 2008, retrieved June 2011 http://ec.europa.eu/enterprise/ire/Innovating-regions/www.innovating- regions.org/schemes/scheme2c3c.html?publication_id=3624&display=byTopic
  101. 101. Innovation in Finnish Tourism• The participating companies can also take advantage of business counselling in areas such as business plan development, testing of new products and product development, and financial and contractual law.• Between 1997 and 2007 the network has contributed to the start of over 100 companies inUusimaa Region and total over 200 companies nationwide. Source: Europa, 2008, retrieved June 2011 http://ec.europa.eu/enterprise/ire/Innovating-regions/www.innovating- regions.org/schemes/scheme2c3c.html?publication_id=3624&display=byTopic
  102. 102. Travel Agency Innovation• In December 2010 it was announced that „…Amadeus and Finnair plan to enable travel agents in Finland beginning in the first quarter of 2011 to pay for the airline‟s bag fees through the GDS and to settle the transaction using EMDs (a new IATA standard, the Electronic Miscellaneous Document).‟• If Amadeus and Finnair make it first to the finish line first among airlines and GDSs, then this would be the inaugural instance of an airline, GDS and travel agencies using the new industry standard to settle optional services through GDS bookings.• In 2010, none of the estimated $22.6 billion in airline ancillary services was settled in a GDS through an industry standard.• Using EMDs, ancillary services in the GDSs for travel agents may begin with bag fees next year in Finland, but likely would expand to the gamut of optional services over time. This first implementation of EMDs, enabling electronic settlement and accounting, could signal the beginning of a multi- year process to bring more ancillary services to travel agents in their GDSs. Source: Tnooz, December 2010 http://www.tnooz.com/tag/finnair/
  103. 103. Innovative Training Practice• Kaleva Travel‟s staff receives continuous training and the company takes continuous steps to ensure the sufficiency of its service resources.• These tasks are seen by Kaleva Travel School, which has specialized in the comprehensive training of the business travel sector.• The school is the only one of its kind in Finland. Its primary fields of activity are the training of new, professional business travel consultants for its parent company Kaleva Travel, keeping the present personnel‟s skills up-to- date and organizing training days around travel themes for our corporate clients.• Kaleva was bought by Carlson Wagonlit Travel in 2011. Source: Kaleva Travel, retrieved June 2011 http://www.kalevatravel.fi/yritys/fi_FI/kaleva_travel_english/
  104. 104. Promoting Tourism Through Partnerships• Developing Cultural Tourism as a joint network in Capitals of Culture 2011 is a project built by The Centre of Expertise Tourism (OSKE) of Turku Touring together with the Turku 2011- and Tallinn 2011- foundations.• The aim of the project is to unite the operators of culture and tourism in Turku and Tallinn and create new and more customer friendly services and product combinations.• The main partner of the project is Turku Touring/city of Turku, additional partners are Turku 2011 – foundation, Tallinn 2011 – foundation and the culture organisations of the city of Tallinn. The project got started at the beginning of 2010 and will end 30.8.2012 and it is funded by EU. Source: Turku Touring, July 2010 http://www.turku.fi/Public/default.aspx?contentid=191002&nodeid=8202
  105. 105. Promoting Tourism Through Partnerships• The targets of the project:• To join the operators of culture and tourism in Turku and Tallinn in order to create more customer orientated services and product combinations.• To build up a permanent network between tourism and culture operators in the Turku and Tallinn regions both inside the cities and crossing the borders.• To increase the accessibility and the fame of the joint product combinations.• To increase the know-how of the operators and to build up a permanent route of learning and know-how which can be used even after the project• To create an identical and good quality service culture in Turku and Tallinn regions by increasing the knowledge of the service providers in accessibility and in customer-orientated approach. Source: Turku Touring, July 2010 http://www.turku.fi/Public/default.aspx?contentid=191002&nodeid=8202
  106. 106. Streamlining Promotion• The activities of Finland Convention Bureau (FCB), the national organisation that promotes Finland as a destination for international congresses and corporate events, will transfer to the Finnish Tourist Board as of 1 January 2011. The decision was taken at a statutory meeting of FCB in Helsinki.• The aim is to clarify FCB‟s activities in accordance with the wishes of its members. The new arrangement also complies with the model adopted by most European countries, whose national convention bureaus are backed up by a national organisation similar to the Finnish Tourist Board. Source: ICCA World, October 2010 http://www.iccaworld.com/newsarchives/archivedetails.cfm?id=2266
  107. 107. Visit Finland’s Role http://www.mek.fi/w5/meken/index.nsf/(images)/FTB_strategy_2010_2015/$File/FTB_strategy_2010_2015.pdf
  108. 108. http://www.mek.fi/w5/meken/index.nsf/(images)/FTB_strategy_2010_2015/$File/FTB_strategy_2010_2015.pdf
  109. 109. Funding• The National Tourism Administration is part of the Ministry of Employment and the Economy and has no separate budget. One person is in charge of tourism-related affairs at the Directorate of Innovation at the ministry. Tourism development is funded mainly by regional funding.• Public funding of the Finnish Tourist Board in 2008 was EUR 16 million. For 2009, this was reduced to EUR 14.8 million and will be further reduced in 2010 to an estimated EUR 9.5 million. The amount of private money in Finnish Tourist Board activities is very difficult to assess, however, since the content and operating methods of the Finnish Tourist Board activities have changed radically.• Most of the funding for the tourism sector comes from regional authorities (T&E Centres and Regional Councils), which also allocate EU co-funding for tourism development projects (e.g. investments, development and training). Source: Hotel Mule, January 2011 http://www.hotelmule.com/management/html/53/n-3853-2.html
  110. 110. Online Marketing Campaign
  111. 111. Online Marketing Campaign• Visit Finland‟s online marketing campaign reached wide audiences in the UK, Germany and France. From October to November 2010, a competition video exhibiting Finland‟s wintry offerings was available on the websites of The Guardian, Der Spiegel and Le Figaro, respectively.• The campaign brought Finland great visibility in the targeted countries. More than half a million people watched the video and saw that they don‟t call Finland “Winter Wonderland” for nothing, says Mervi Holmén, Director of Nation Brand and Marketing at Visit Finland.• Finland‟s tourism offering is divided into the following three themes:• Silence, please: As a counterpart to the hectic, ever-accelerating rhythm of daily life, Finland offers peacefulness and quietness, and space to breathe, even in the heart of the city. Visitors can take things easy, stay at a cottage, enjoy a sauna, and explore an untouched natural environment. Source: Visit Finland, March 2011 http://www.mek.fi/w5/mekswe/index.nsf/(Pages)/Vinnaren_Alice_kom_till_Finland?opendocument&np=C
  112. 112. Online Marketing Campaign• Wild & free: Every traveller would like to experience at least one memorable adventure during their holiday. The Finnish nature offers opportunities for spectacular nature activities such as snowmobile and dog sled safaris, island hopping by boat, canoeing in the archipelago, or even a snowball fight in the city.• Cultural beat: The uniqueness of Finnish culture is conveyed by the global phenomena it evokes such as Finnish design, Santa Claus, heavy metal and delicious natural produce. Source: Visit Finland, March 2011 http://www.mek.fi/w5/mekswe/index.nsf/(Pages)/Vinnaren_Alice_kom_till_Finland?opendocument&np=C
  113. 113. Pori Jazz Festival • With a long history that stretches back to 1966, the festival has a well- earned reputation as one of the biggest and best jazz festivals in Europe. • Typically attracting over 100,000 visitors during its nine-day duration, visitors to this event can expect an audio feast of jazz music that embraces the genre in all its weird and wonderful forms. Past performers have ranged from such classics as Chuck Berry and James Brown to more contemporary acts such as Craig David and Alicia Keys. • The Pori Jazz Festival was 2010‟s biggest event in Finland, and attracted a record paying audience - 156,000 listeners. This was as much as 30 per cent more than the previous year.Source: World Travel Guide, retrieved June 2011 http://www.worldtravelguide.net/finland/pori-jazz-festivalSource (2): Helsingin Sanomat, May 2011 http://www.hs.fi/english/article/Summer+festivals+draw+record+audiences+in+Finland/1135221450304
  114. 114. Other Festivals • Other summer events attracting large audiences were the Kotka Maritime Festival that attracted over 150,000 people, even though the number of actual tickets sold was only 15,000, and the annual Tango Festival in Seinäjoki, in Ostrobothnia, which drew a crowd of 114,000 - slightly fewer than in the last few years. • The Kaustinen Folk Music Festival attracted a total of 85,000 folk and world music lovers, while the number of tickets sold was only 34,000. However, the number of visitors to Kaustinen Folk Music Festival was 16 per cent down on the previous summer. • Many smaller festivals succeeded better than expected. Provisional estimates for the Helsinki Festival audience is that it exceeded the previous years 255,000.Source: Helsingin Sanomat, May 2011 http://www.hs.fi/english/article/Summer+festivals+draw+record+audiences+in+Finland/1135221450304
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