In this issue:

2006-2007 Marketing Plan now On-Line
New face in the office!!
Media Story Starters
In the Media!
Canada's West PreFam a Huge Success
2005 Canada's West Marketplace one of the Best
Canadian Tourism Commission (CTC) Officially in Vancouver
CITAP Annual Winter Marketplace
TIAC Circles of Influence
Hire Seasonal Employees from Abroad
Internet Use for Travel is Growing
Gay Travel is Good Business

TIAC Circles of Influence

Individuals who are influential within the tourism community and involved in seeking solutions to tourism issues are invited to participate in TIAC's Circles of Influence. TIAC established these electronic advisory committees in 2002 tin order to help address threats or obstacles challenging Canadian tourism businesses. Participants provide feedback on a variety of issues, in eleven areas:

• Accommodations;
• Air Transportation;
• Tourism Business Asset Management;
• Attractions/Travel Generators;
• Borders/Customs;
• Human Resources;
• Tourism Infrastructure;
• Land/Water Transportation;
• Small and Medium-Sized Tourism Enterprises;
• Tourism Marketing; and
• Sustainable Development/Nature Based Experiences.

In addition, interest in a Sports Tourism and an Aboriginal Tourism Circle of Influence has been noted, and the creation of a Meeting, Convention and Incentive Travel (MC&IT) Circle of INfluence is being explored. These new circles will expand the involvement of businesses related to these industry sectors, which will in turn strengthen the voice of Canadian tourism at the national level

Each existing Circle of Influence is comprised of TIAC members whose knowledge, experience and insight have already helped the association develop effective policy and position statements in support of Canada's tourism industry. In order to maximize the use of participants' time and input, the Circles use email polling and feedback. As issues arise, electronic communications are initiated with the Circle(s) of INfluence most affected, describing the concern and asking for insights on impacts and advocacy direction.

If you are interested in participating in one of the existing or proposed Circles of Influence, or would like more information, please contact TIAC's Research Manager, Jennifer Hendry, by e-mail at jhendry@tiac-aitc.ca or by phone at (613) 238-6378.

Seasonal Employees from Abroad

Do you struggle every year to find seasonal employees? Why not look further afield, like Switzerland?

Swiss Hospitality Abroad is a company dedicated to assisting Swiss people find and apply for seasonal hospitality positions all over world! Visit www.swiss-base.com to inquire about listing your business in their directory of available employment.

Internet use for Travel is Growing: TIA

The Travel Industry Association of America (TIA) is reporting that while the number of Americans using the Internet appears to have reached a plateau, a growing number of US consumers are using the net to plan and book trips online.
TIA outlined its findings in its recently released “Travelers’ Use of the Internet, 2005 Edition.”
Working with USDM.net – a co-sponsor and contributor to the report – the TIA discovered that a majority of online travellers -- 78 per cent or 79 million Americans – used the Internet for travel or destination information in 2005 – that’s significantly higher than the 65 per cent of travellers using the Internet for such purposes in 2004.
The study also shows that 82 per cent of travellers who plan their trips online now also book reservations online. In raw numbers, that means that over 64 million Americans bought or reserved an airline ticket, hotel room, rental car or package tour online this past year – up from 70 per cent in 2004.

The TIA’s study details a number of trends, including:

• More than nine out of 10 online travel planners said they used the Internet to plan a personal trip last year, while a quarter planned business trips online.
• The most popular types of Web sites used for travel planning are online travel agency sites such as Expedia, Travelocity and Priceline (67 per cent); search engine Web sites such as Google or Yahoo! (64 per cent); and company-owned Web sites for airlines and hotels (54 per cent).
• Almost half of online travel planners also use destination Web sites – such as those maintained by convention and visitor bureaus – to plan trips. In addition, one in three online travel planners checks one or more Web sites and then calls a toll-free number for more information.
• With the increases in online travel planning, other planning sources have declined, such as traditional travel agents – down to 31 per cent consulting a travel agent for travel plans in the past year from 39 per cent last year.
• Today, 34 per cent of online travel bookers claim to make all of their travel purchases online. Importantly, nearly eight in 10 online bookers (78 per cent) use the Internet to do at least half of all their travel booking.
• Airline tickets, lodging and rental cars continue to be the top three travel items booked online. However, there was significant growth in online bookings for cultural event tickets, theme/amusement park tickets, travel packages and tickets for sporting events.
• Leisure travellers spent an average of $1,288 when booking their most recent trip online in 2005; business travellers spent an average of $1,357 when booking their most recent trip on the Internet.
• When it comes to leisure travel, women are more likely to be online travel planners (56 per cent) and bookers (55 per cent).

The growth in online planning and booking by Americans led TIA and USDM.net to expand the 2005 survey in order to better understand how these consumers respond to a variety of forms of Internet-based marketing communications.
What they discovered was the most effective online marketing techniques that trigger a consumer response are:

• Un-sponsored search engine results -- 36 per cent.
• E-mail recommendations by friends or colleagues -- 34 per cent.
• Links on web sites -- 26 per cent
• Opt-in e-mails or e-newsletters -- 21 per cent.

Canadian Travel Press - ctp@baxter.net
Organization: Canadian Travel Press/Baxter Publishing

Gay Travel is Good Business

The gay and lesbian travel market has remained relatively untapped by Canada's destinations and tourism-related businesses, and therefore represents a lucrative opportunity.

Why the gay and lesbian market?

• A lucrative travel market, where the US market is worth $US 65 billion annually
• Has a higher discretionary income - 76% have household incomes above the US national average
• Spends more money when travelling and that 32% are planning on increasing their vacation spending in the coming year. 53% spend more than $5000 US per person on vacations annually.
• Is less affected by adverse travel conditions - only 7% indicated reduced travel over the past year due to terrorism/security concerns (in 2003 only 3% due to SARS)
• 36% travelled to Canada in the last 12 months (top destinations: Toronto, Montreal and Vancouver)
• Tend to travel in shoulder seasons: October, September and February were top vacation months.
• 84% have valid passports compared to just 23% of the mainstream market
• 96% took at least one short leisure trip, compared to 56% of mainstream travellers. 33% took five or more trips.
• 15 is the median number of hotel nights and 5 is the median for car rentals last year.

What products do we offer the gay and lesbian travel market?

• 98% of gay and lesbian consumers distinctly prefer to visit gay-welcoming destinations, and 59% prefer to purchase from gay-friendly suppliers.
• Almost all LGBT americans and aware of recent advancements in Canada, such as marriage, hate crime laws, etc; as such there is more interest in Canada as a destination. Preliminary studies have estimated that the tourism economic impact from US visitors getting married in Canada is worth $675 million over the next 3 years. The CGLCC believes with strategic investment, Canada can see an additional billion dollars a year from the US LGBT market alone!
• The gay and lesbian traveller engages in similar activities and demands the same tourism product as the "traditional" traveller, but they have to be aware that the activity is open, safe, and accepting of them. IN other words, the tourism products are already developed: they just need to be made market ready for the gay and lesbian traveller.
• Activities the gay and lesbian traveller engages in mirror the offerings Canada has, such as urban interests (dining, shopping and museums) and outdoor (beaches, hiking, bicycling and rafting)

How do we reach the market?

• Product development - for businesses/destinations to reach the gay and lesbian market, they must offer a variety of tourism-based services and products that are accepting of the market.
  • Develop new tour product - involve operators and wholesalers, DMO's and local tourism businesses to develop new product/packages.
  • Training - support efforts by ensuring the gay and lesbian traveller receives sage, open and comfortable experiences.
• Awareness - unless the gay and lesbian market is aware that the business/destination offers a safe and open experience, they won't come:
  • Public relations - media campaign involving gay press and the travel trade press
  • Promotions - educate the market through advertising, brochures, web sites, trade shows, and informing/educating travel agents through workshops.

For more information please contact R. Bruce McDonald at the Canadian Gay& Lesbian Chamber of Commerce - 416-761-5151 or bruce @cglcc.ca

*Some of the above figures were provided by Community Marketing Inc San Francisco CA (CMI). CMI Travel Survey with over 24,000 respondents. Visit www.communitymarketing.com