BUSINESS SOLUTIONS: ANY GAINS FOR MENTAL HEALTH?

THE TOURISM INDUSTRY PERSPECTIVEGEORGE MICALLEF

TOURISM DEVELOPMENT CONSULTANT

Tuesday 10th June 2014

Tourism has undergone a radical change worldwide

Malta is no exception!

The global economic restructuring, financial

constraints, stiffer competition, continuous

emerging destinations, seasonality, product

improvement, cutting edge technology, a more

experienced traveller with higher expectations;

and increasing environmental awareness,

are changing the profile of our tourism.

This will also impact the skills supply in tourism.

We need to be prepared to face up to these challenges!

Facing Tourism Challenges

The tourism product is defined as:

“An amalgamation of different goods and services offered as an activity and experience to a tourist.”

This implies the need for a comprehensive positive influence on the entire aspects of the visitors stay. Essentially this means that the tourism product offer, represents a range of “tangible” and “intangible” elements from which our customers aim to derive satisfaction and enjoyment.

This process entails the provision of services to a diverse & multi cultural customer base and the application of a high degree of ethics.

Tourism Product OfferThe total visitor’s experience

Success Factors Success could be our own worst enemy

We need to ensure:

No room for Complacency

Preparedness for eventual negative cycles

Higher visitor expectations – higher product delivery

Value for money - but remaining competitive

Markets diversification

Provision of Quality and standards

Yield – improved profitability to support sustainability of operators in the industry

Consistent Product development

Watching islands’ sustainability - through carrying capacity

Adapt to different needs

Remain - accessible – affordable – convenient

(within the destination and accommodation offer)

Remain environmentally conscious

Provide a hassle free experience

Remain abreast with technological development & influence of social

media

Provide new and innovative products - not recycled ones

Meeting the needs of a new breed of Travellers

We need to:

In the planning process it is important to look ahead and adapt to changes in customer preferences and travel behavior

We have to take into account evolving motivational travel patterns….. visitors nowadays look more for the experience when choosing a destination

Take nothing for granted…. extensive surveys across Europe established what is important for customers: Sleeping comfort - quality of pillows, mattresses and linen. Bathroom facilities and high level of sanitation.

We need to remain adjourned with developments of future trends, as these can serve the purpose of sound planning…..

Looking Ahead

Ageing population -Will increase demand for quality, convenience, security, easy transportation and for more relaxing entertainment facilities products.

Health - Health-consciousness will increase demand for ‘wellness’ products including spas and fitness centers.

Awareness & Education - Education level is rising, so will holidaymaking where arts, culture and history are prominent. Same applies to educational and spiritual holidaymaking.

Safety & Security - Tourists will avoid destinations that are perceived as unsafe.

Leisure Time - Increasing daily life pressures will stimulate the wish for more leisure time and relaxation.

Travel Experience – Consumers are increasingly becoming self-assured about their needs and rights and more critical to quality and to the price-quality ratio

Lifestyles - Lifestyles are changing and this will have an effect on travel patterns & behaviour.

Future TrendsWe need to adapt

The development of the human resources within the hospitality industry is increasingly becoming a challenge

A high injection of training in technical & soft skills to improve the service & hospitality aspect. This also applies for sectors linked with tourism such as transport, retail, etc…

Continuous Professional Development for persons already working in the tourism sector lacking a formal qualifications.

Regular refresher & innovative training sessions to improve & update one’s knowledge, skills & competencies.

Language barriers between employees in the industry & visitors need to be addressed.

More awareness of our history & culture by people working in the industry.

A continuous update of industry needs, gaps & skills supply is required to meet the changing needs of the industry – this essential for forward planning.

Human Resources Challenges

We need:

Tourism product development is a key element for tourism growth

Riding the product cycle

Products age over time and so do people's lifestyles and taste because of higher standards of living, economic and social pressures.

As a result, we need to constantly update and adopt our product offerings to suit our customers' changing trends and needs.

Malta attracts tourists from some of the most advanced countries and we therefore need to adjust our offer to their expectations if satisfaction and subsequent repeat business is to be sustained.

The development process involves a series of steps………

Facing Tourism Product Challenges

We must always listen to what our visitors are saying

Malta surveys over the years indicate a very clear trend of a

high level of satisfaction of 93%. Despite this high satisfaction

we cannot ignore the signs on areas that need addressing.

We need to work in synergy

Successful development depends on buy-in of all stakeholders

Support of other Ministries and government agencies is key

Establish KPIs – set and measure targets

Regular meetings with all stakeholders to adjourn on developments are necessary

We need to remain proactive to stay on top!

Staying on Top at All Times

Thank you for your attention.........