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

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Presentation on future travel trends, Finland's standing in global travel and practical strategies to drive tourism growth.
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Competing for Tomorrow Jyväskylä June 15 th 2011 Rohit Talwar CEO Fast Future [email protected] www.fastfuture.com www.convention-2020.com
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Page 1: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Competing for

Tomorrow

Jyväskylä

June 15th 2011

Rohit Talwar

CEO – Fast Future

[email protected]

www.fastfuture.com

www.convention-2020.com

Page 2: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 3: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Transformational Change?

It’s Only Just Begun

Page 4: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

What I Want – When I Want

Page 5: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Holographic Laptops

Page 6: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Personalization

Page 7: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Demographic Destinies 2 billion more people in 40 years –

Demographics is Driving Economics

1998

448 691

729

5231

4157

739

1030

344

585

Source : United Nations 2010 2050

Page 8: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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)

Page 9: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Life Redefined –

Lifespans are Increasing

Under 50’s have 90%

chance of living to 100.

Aubrey de Grey suggests

we could live to 500 or 1000

What are the health,

consumption and resource

implications?

What kind of opportunities

will be created?

Page 10: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

• 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

Tomorrow’s Traveler –

Spending Patterns

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

The Asian middle classes will make up the largest

share of international travel

21

54

25

1

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree600 Respondents

Page 12: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Traveller Behaviours

Too Busy To Care

Complex Lives, Pressurised

Finances

Craving Simplicity

Wealthy and Hard to Please

Page 13: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Sustainability

Environmental considerations will play an increasing role in

the choice of business and leisure hotels. 606 Respondents

Page 14: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Crowne Plaza Copenhagen Towers – Solar Power, Geothermal Well, Eco-rooms

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

• 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

Tomorrow’s Traveler – Technology

Page 16: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Customers will increasingly use social media and

collective intelligence travel services (like Dopplr) to

define the desired ‘product’ for a temporary self-

forming group.

601 Respondents

45 45

9

00

5

10

15

20

25

30

35

40

45

50

Strongly agree Agree Disagree Strongly disagree

Page 17: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Hotels will need to develop strong social media 'listening skills' to

understand how customer needs and perceptions of brands and service

quality are truly evolving and to develop service propositions, marketing

messages, and pricing solutions that reflect the needs of an increasingly

diverse customer base.

54

42

4

00

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree597 Respondents

Page 18: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Hotel Categorization may Need to Evolve to Focus

More on Service Than Facilities

Page 19: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Traveler motivations will become increasingly fragmented and diverse

and harder to segment into clearly definable customer groupings

604 Respondents

Page 20: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

42

50

7

1

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree602 Respondents

Page 21: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

The Emergence of Personalized Service Spectrums

86% agreed that by 2020,

personalization will have been

embraced wholeheartedly by

the sector and that „customers

will have the ability to choose

the size of room, type of bed,

amenities, audio-visual

facilities, business equipment,

etc. on booking and pay

accordingly‟.

Page 22: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Pricing In a highly automated world, there will be a range of customers at

every price point who are willing to pay for personal service

610 Respondents

Page 23: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Staff and Service Highly trained staff backed up by technology will be key to delivering

personalized service and experiences

605 Respondents

Page 24: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Finland has Strong Tourism Goals

Page 25: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

.. and Success in Key Markets

Page 26: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

The Country is an Innovation Leader

(EU Innovation Index 2010)

Source: PRO INNO EUROPE Innovation Performance 2010

Page 27: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

…But not in Travel and Tourism

Competitiveness

th

Page 28: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

… or Price Competitiveness

th

Page 29: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

…or Affinity for Travel and Tourism

Page 30: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

GDP

123rd

Jobs

112th

Invest

151st

Exports

126th

Page 31: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Innovation in Finnish Tourism

Page 32: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Source: LAPPALAINEN, PAIVI, Tourism and Experience Management Centre of Expertise Building the Future of Tourism Through Innovation and Networking

Page 33: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Travel Agency Innovation

Page 34: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Innovative Training Practice

Page 35: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Promoting Tourism Through Partnerships

Page 36: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

So where are the Opportunities?

Page 37: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Outstanding Natural Heritage

Page 38: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Community Engagement - Aruba

Page 39: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

City Regeneration - Malmo

Page 40: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

City Branding - Berlin

Page 41: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Sydney ‘Vivid’

Joined up Thinking

Page 42: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Adelaide Convention Centre

Creating Experiences http://www.borev.net/imf.jpg

Image source: Adelaide Convention Centre

Page 43: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Using Social Media

Page 44: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Tourism Co-creation

Page 45: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Business Events

Page 46: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Museum Partnerships

Page 47: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Festivals / Cultural Events

Page 48: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Art Exhibits

Page 49: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Gourmet Experiences

Page 50: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Distinctive Experiences

Page 51: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Agri-Tourism –

25% Income boost to Farmers

Page 52: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Create Tolerance of Uncertainty

http://2.bp.blogspot.com/_MuWNJtJ8XS4/RwrvXTT4e4I/AAAAAAAABJc/pMnDJx06ZQA/s400/DuaneMichels.Uncertainty88.jpg

Page 53: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Partner and Be Magnetic

Page 54: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

• All to play for

• Think Partnership

• Curiosity and Magnetism

are key

• Experiment

Conclusion

Designing Your Future

Page 55: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Background notes

64

Page 56: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Economic Outlook

2011-20 2021-30 2011-30

Growth and productivity (% change; annual av)

Growth of real GDP

per head 1.9 2.5 2.2

Growth of real GDP 2.2 2.6 2.4

Labour productivity

growth 2.2 2.8 2.5

Source: ECONOMIST INTELLIGENCE UNIT, September 2010 http://country.eiu.com, retrieved June 2011

Page 57: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Travel & Tourism

Competitiveness Index 2011 Country 2011 Score 2011 Rank 2009 Rank

Switzerland 5.68 1 1

Germany 5.50 2 3

France 5.41 3 4

Austria 5.41 4 2

Sweden 5.34 5 7

USA 5.30 6 8

Netherlands 5.13 14 13

Denmark 5.05 16 14

Finland 5.02 17 15

Norway 4.98 20 19

Estonia 4.88 25 27

Russia 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

Page 58: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

How Finland Scores on the Index

Rank Score

T&T Regulatory Framework 5 5.7

Policy Rules and Regulations 5 5.4

Environmental Sustainability 5 5.7

Safety and Security 1 6.5

Health & Hygiene 12 6.6

Prioritization 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

Page 59: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

How Finland Scores on the Index

Rank Score

T&T Business Env. &

Infrastructure

30 4.8

Air Transport Infrastructure 16 4.9

Ground Transport Infrastructure 21 5.2

Tourism Infrastructure 42 4.8

ICT Infrastructure 17 5.2

Price 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

Page 60: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

How Finland Scores on the Index

Rank Score

T&T Human, Cultural and Natural

Resources

25 4.6

Human Capital 7 5.7

Affinity for Travel and Tourism 83 4.5

Natural Resources 66 3.3

Cultural 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

Page 61: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Total Contribution of T&T to GDP

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 62: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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/

Page 63: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Tourism and Employment

Page 64: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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/

Page 65: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Exports and Investment

Page 66: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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/

Page 67: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Leisure vs. Business Travel

Page 68: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 69: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

GDP Contribution Regional Comparison

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 70: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

GDP Contribution Regional Comparison

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 71: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

T&T Employment Regional

Comparison

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 72: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

T&T Employment Regional

Comparison

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 73: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

T&T Investment Regional

Comparison

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 74: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Visitor Exports

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 75: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

GDP Contribution to 2021

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 76: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

GDP Contribution to 2021

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 77: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Employment Growth to 2021

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 78: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Employment Growth to 2021

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 79: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Investment to 2021

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 80: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Visitor Export to 2021

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 81: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Overview to 2021

Source: WORLD TRAVEL & TOURISM COUNCIL Travel and Tourism Economic Impact Finland 2011 http://www.wttc.org/bin/pdf/original_pdf_file/finland.pdf

Page 83: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Embraced by Russia

Source: FINNISH TOURIST BOARD Border Interview Survey: Foreign Visitors in Finland in 2009 http://www.mek.fi/W5/meken/index.nsf/(Pages)/Border_Interview_Survey?opendocument&np=F-10 retrieved June 2011

Page 84: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Seasonality in Tourism

Page 85: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 86: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 87: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Objectives for 2020

Page 88: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 89: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 90: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 91: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 92: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

SME Resource Dependence on the Finnish Tourist Board

Page 93: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 94: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 95: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 96: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 97: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

The Finnish Centres of Expertise

Programme (CoE) • is built to accelerate growth of innovative SME's 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

Page 98: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 99: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 100: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 101: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 102: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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/

Page 103: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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/

Page 104: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 105: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 106: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 107: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Visit Finland’s Role

http://www.mek.fi/w5/meken/index.nsf/(images)/FTB_strategy_2010_2015/$File/FTB_strategy_2010_2015.pdf

Page 108: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

http://www.mek.fi/w5/meken/index.nsf/(images)/FTB_strategy_2010_2015/$File/FTB_strategy_2010_2015.pdf

Page 109: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 110: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

Online Marketing Campaign

Page 111: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 112: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 113: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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-festival

Source (2): Helsingin Sanomat, May 2011 http://www.hs.fi/english/article/Summer+festivals+draw+record+audiences+in+Finland/1135221450304

Page 114: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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

Page 115: Rohit Talwar - Competing for Tomorrow - Presentation to OSKE Forum - Jyväskylä Finland 15 06 11

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