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John G.C. KesterDirector Tourism Market Trends Programme
New platform tourism services (or the so-called sharing economy)
Panel debateITB, Berlin, Germany
9 March 2017
UNWTO research on new platform tourism servicesLiving project - work in progressSubject is constantly evolving and requires unconventional approach
• Discussion paper• Survey among Members (full and AM) and city network, to take
stock of to what extent these services are an issue and how it is dealt with
• Identify case studies• Share information, links to relevant material, pieces of research,
etc.• Offer guidance and relevant content when required, i.e. for
meetings, conferences, etc.
Tourismand change
External factors continuously changethe world and tourism
STEEPLED analysis(extension of PEST)
Tourism
Social
Technology
Economy
Environment
Politics
Legal
Ethics
Demography
Ethics
World, economy and tourism constantly changing
• innovation: new ideas, R+D (C+I), entrepreneurship, investment, passion and perseverance • T is a strong driver for tourism, in: connectivity: transport, infrastructure, facilitation; logistics,
management and administration; safety & security; hospitality and catering; marketing and promotion• not all change is tech: e.g. business models, organisation, architecture, design, new or improved
services, human resource development, etc.• but ultimately tourism is an experience, T is a tool / enabler / facilitator
• Change as driver of development:– offering of new or better products and services, enhancing experience– increase of choice, further differentiation, diversification and sophistication– lower price through lower costs / use of economies of scale /
increase of labour productivity & value added– changes often incremental, but can also sometimes lead to
major shifts and disruption: need to stay competitive– source of market growth, through: inclusiveness, open up for broader part of society,
enabling more frequent trip taking, opportunity for entry of new entrepreneurs
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
1995 2000 2005 2010 2015 2020 2025 2030
Inter
natio
nal T
ouris
t Arri
vals
(milli
on)
Trend 1995-2010Tourism Towards 2030 projectionActual 1995-2015*
1235 mn
525 mn
Source: World Tourism Organization (UNWTO)
1.4 bn1.8 bn
Actual Trend vs. Tourism Towards 2030 projectionWorld
Connected world
1945 1960 1975 1990 2005 2015 2030
the ‘pre-history’
from analog to digital
connecting the world
the internet goes mobile and social Future
?
ICT: Connected world
New platformtourism services
New platform tourism servicesWhile initially transactions used to be B2B and B2C, a more recent trend is the entry of alternative suppliers through peer to peer (P2P) platforms, were private persons offer products and services to others through an intermediary platform run by an organisation or a company
• by now means all new• large variety and often temporary
• not necessarily illegal
• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• internet makes transaction far easier and with worldwide reach
• demand has always existed • motivation to use variesVisitors
• act as intermediaries / distribution channel• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• by now means all new• large variety and often temporary
• not necessarily illegal
• demand has always existed • motivation to use varies
• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• demand has always existed • motivation to use varies
• by now means all new• large variety and often temporary
• not necessarily illegal
• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• internet makes transaction far easier and with worldwide reach
• demand has always existed • motivation to use varies
• by now means all new• large variety and often temporary
• not necessarily illegal
• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• internet makes transaction far easier and with worldwide reach
• demand has always existed • motivation to use varies
• by now means all new• large variety and often temporary
• not necessarily illegal
• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• internet makes transaction far easier and with worldwide reach
• demand has always existed • motivation to use varies
• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• internet makes transaction far easier and with worldwide reach
• demand has always existed • motivation to use varies
• by now means all new• large variety and often temporary
• not necessarily illegal
• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• internet makes transaction far easier and with worldwide reach
• demand has always existed • motivation to use varies
• by now means all new• large variety of products on offer by a diversity of suppliers
• often temporary• not necessarily illegal
• act as intermediaries / distribution channel • comparable to GDSs / OTAs
• internet makes transaction far easier and with worldwide reachPlatform services
Private providers
Visitors
Information
Accommodation
Transport
Food
Attractions
New platform tourism services
In tourism the new platform tourism services developed in the areas of:
New platform tourism services• This is often referred to as ‘sharing’ or ‘collaborative’ economy, understood as sharing of
access to goods and services from peer-to-peer / private-to-private coordinated through community-based online services
• But are these new platform tourism services really sharing or collaborative?• Need to distinguish between:
– exchange without economic transaction beyond cost recovery; true sharing / collaborative• Sharing of opinions, reviews, comments, tips, etc., such as in Tripadvisor, Yelp, etc.• Most longer distance ride share such as Blablacar; some cooking and dining at
home, such as eatwith and eatfeastly, etc.– exchange with ec. transaction beyond recovery of marginal costs / for benefit
• short term rental of accommodation, such as in Airbnb, Homeaway; short-distance transport services, such as Uber, Lyft, Cabify; activities such as bemyguest.com.sg
• For this category sharing or collaborative economy is a misnomer, as generally activity takes the shape of a business and should be recognised as such
UNWTO Survey on new platform tourism services
- Data collection initiated in December and is still ongoing
- UNWTO Member states, Affiliate members and a selection of cities were invited to participate
- A Discussion Paper summarizing the key ideas was prepared and disseminated, alongside with the Survey
- As of February 27th, 102 respondents had replied to the survey (n=102)(as of March 3rd, 110 respondents)
- The final results are scheduled to be presented at the 105th Session of the UNWTO Executive Council
UNWTO Survey - Preliminary results
50
32
23
13
13
34
36
23
16
15
8
16
21
18
17
6
9
16
22
23
4
9
19
32
32
0 102
Information
Accommodation
Transport
Food
Things to do
very important importantsomewhat important present, but not importantnot present
UNWTO Survey - Preliminary results• Information and accommodation scored the highest importance among respondents
B1: How do you rate the current importance of private tourism services through digital platforms for your destination/activity?
UNWTO Survey - Preliminary results• Positive impact prevails for the majority of respondents
D1: How do you rate the current overall effect of private tourism services through digital platforms for your destination/activity?
UNWTO Membership survey, n=102 (as of Feb 27th), missing up to 102: No answer
Governance
fair competition, maintain level playing field
(rules, registration, licensing, certification, taxation, etc.)
tourism planning and sustainability
(unplanned development, crowding out of residents, congestion,
nuisance, etc.)
consumer protection(quality standards, safety and
privacy, etc.)
labour conditions service providers / workforce
(e.g. Airbnb hosts, Uber drivers, exploitation, etc.)
UNWTO Survey - Preliminary results
E1: How important are the following areas of governance when dealing with these private tourism services and platforms in your destination/activity?
• All areas of governance of high importance
UNWTO Survey - Preliminary results
•Information– Raise awareness, provide training for and encourage businesses to engage– Improve quality standard by using platforms ratings– Joint marketing initiatives/use rating data to improve destination marketing
•Accommodation– Regulate: registration/certification, taxation, limitation of max stays (even asking for access to platform data)– Cooperate with platforms to enforce regulation (succesful and not succesful)
•Transport– Stop/prohibit private transport services– Encourage taxi providers to go digital
•Food– Encouraging providers, promoting restaurants
•Things-to-do– Encouraging providers, seeking collaboration
C1.4 Has any action been taken by your organization or any other organization(s) in relation to these opportunities and challenges?
• Most action taken in relation to the opportunities and challenges is in a very early state
Understand & monitor
Protect & regulate
Stimulate
The way forward
The way forward – no ‘one size fits all’ recipeUnderstand & monitor• Assess development of services through measurement and research to take informed and evidence
based decisions• Learn from other destinations and their experiences
Stimulate• Dialog with all stakeholders (vitamin 3C: Collaboration, Cooperation and Coordination) • Co-operate/collaborate with platforms and encourage the sharing of information• Adjustment to the new situation: foster and allow innovation (some destinations/companies
already embraced elements of the new offer)
Regulate & protect• Recognise that traditions and regulations differ widely by destination• Review and rethink current situation and regulation and adjust smartly if needed and
possible (tailored to the new situation and proportionate to the scale of operation)• Raise awareness of rules• Guarantee enforcement
‘The only thing that is constant is change’Heraclitus, c. 535 ‐ 475 BC
Thank you very much for your attention!
John G.C. Kester
Tourism Market Trends Programme World Tourism Organization
(UNWTO) www.unwto.org