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Public Private Partnership Experiences II. How to ensure Quality Standards of Services. GERD HESSELMANN CHAIRMAN HESSELMANN & ASSOCIATES TOURISM CONSULTING & SERVICES Moscow March 19, 2012. Tourism Background Gerd Hesselmann. Restaurant Sector Hotel Sector Tour Operator (ADAC Reise ) - PowerPoint PPT Presentation
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Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Public Private Partnership ExperiencesII. How to ensure Quality Standards of
Services
GERD HESSELMANNCHAIRMAN
HESSELMANN & ASSOCIATESTOURISM CONSULTING & SERVICES
MoscowMarch 19, 2012
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Tourism Background Gerd Hesselmann Restaurant Sector Hotel Sector Tour Operator (ADAC Reise) Travel Agent (abr /DER) Chairman Amadeus TAAB President Sector Association (DRV)
Member DZT Board of Directors Vice President ECTAA
Founding Member & 1.Treasurer BTW Since 2001 independent Tourism Consultant
Institution Building on the public and private sectors, Public Private Partnership (PPP)
Destination Development (Product Policy) Online Destination Marketing (Director Foreign
Relation of Unister, the leading online Gateway to German Travel Demand)
Speaker and Moderator at international Tourism Conferences
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
of tourism
of external and internal influences
of the context between marketing & quality
of responsibilities on the tourism sector
of P P P for the development of quality standards
of goals of hotel classification and
of decisions on the way to quality standards
Let us create a common understanding
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
In which environment does tourism take place?
Tourism = Business
Private Sector Companies
Revenues Profit
Public Sector Institutions
Tax incomeGDPJobs
Export
Joint Goal: Sustainable growth
Tourism infrastructure(Private sector)
Accommodation
Restaurants
Transportation
Events/Information
Tourism offer
Human resources
Private Sector Institutions
Natural resources
Cultural sites
Tourism infrastructure (Public sector)
Visitor information
Destination Promotion
Legal framework
Political stability
Public sector institutions
Domestic
• Awareness and image of regions• Business partners
Source Markets
Europe & Overseas
• Awareness and image of the destination • Business partners
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Leisure:
► Main holiday trip (>5 days)
(Roundtrips nature, Culture / sun & beach, relaxation)
► Back to the roots
► Events and other
…
Business travel:
► Individuals
► Conferences / Fairs
► Incentives
Visit of relatives and friends
Pilgrimage
Reasons to travel
Inbound Travel Domestic Travel Outbound Travel
Health Tourism
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Tourism Revenues = Return on InvestmentTourism Revenues
Private Sector
• Accommodation• Transportation• Restaurants etc.• Events• .....• .....
90 – 95%
Public Sector
• Museums• Historical Sites• Public Transportation• Tourism Tax• Fees• .....
5 – 10%
Investment Tourism Product (Quality)
Company Product Promotion
Staff Training (Quality)
Company Tax
Staff Salaries Tax
Goods / Supplier Company Tax
Services Company Tax
Profit Tourism Companies
State Budget
Budget for Tourism
Tourism Infrastructure (Product Quality)
Destination Marketing NTO / RTO / LTO
Public Services• Security• Human Resource Development
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Marketing Mix Policies
Development from today 2013 2014 2015
Geopolitical Environment
Political Environment-National /Federal-Regional-Local
Tourism Product /Services
Price Communication / Promotion
Insecurities-Health risks-Crime-Terror
Technical Environment IT / Transport
Environment- Climate
change- Natural
Environment
Economic &
Financial Crisis
Consumer- Trends- Expec-
tations
Distribution / Sales
PPP of Institutions
External & Internal Influences on Tourism DevelopmentExternal Influences
Internal Influences
Competitive Destination
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Communication Policy
Product Policy
Price Policy
Distributio
n Polic
y
Potential Travelersin Source Markets
Marketing = Customer orientation
Market Research
* Consumer Trends
* Visitor expectation & experiences
* Competitive destinations
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
• Diversity of service
• Quality of service
• Ambience / atmosphere
• Experiences & relations
• Cost of the product
• Payment efforts
• Inconveniences
• Insecurities
VALUE
EFFORT
Tourism Services offered
Price
Feeling & sensations
Other efforts & deterrents
Tourism services offered
Price Others efforts & deterents
Feeling & sensations+
+
Criteria for the Competitiveness of a Destination
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
People• Awareness of the population• Awareness of the public sector• Quality of human resources • Creativity of the tourism industry
Diversity and quality of services
Well feeling
Diversity of services,
Product Quality,
Well feeling
Security
Product Quality
Tourism Experience
Tourism Infrastructure• Accommodation• Transportation• Cultural sites / events• Natural resources / environment • Accessibility, Signposting
Tourist Information
• Printed material
• Electronic media
• Tourist Information Center
Components of the TourismProduct „Destination“
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Public Sector Private Sector
Associations Enterprises
Product Policy - Tourism- (product) strategy - legal framework - licensing / monitoring - environment & infrastructure accessability - tourism product & services - human resources - information
XXXXX
X
X
X
(X)(X)(X)(X)(X)
(X)
(X)
(X)
(X)X
(X)(X)
X
X
Price Policy - fiscal framework / taxation / fees - product calculation - business conditions
X
XX
Who is responsible for what? (1)
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Public Sector Private Sector
Associations Enterprises
Communication Policy - Marketing budgetExternal Marketing - PR & promotion destination - destination web portal - fair participationPrivate Sector - product promotion - product PRInternal Marketing= Communication
XXXX
X
(X)(X)(X)(X)X
(X)
(X)(X)(X)X
XX
(X)
Distribution Policy - fairs - internet - tour operator & agents - supplier
XX
(X)X
XXXX
Who is responsible for what? (2)
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Ministry in Charge of Tourism
Interministerial Tourism Council
Municipalities
Mo Foreign Affairs
Mo Finance
Districts
Mo Interior (Department of immigration)
Mo Transportation / regional Development M in charge of Health etc.
horizontal & vertical coordination
Tourism regions
Mo Justice (Autorney Generals)
Public Sector Tourism Institutions
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Accommodation sectorHotels/motelsGuest houses/bed & breakfastFarmhousesApartments/villas/flats/cottagesCondominiums/time share resortsVacation villages/holiday centresStatic and touring caravan/camping
sitesMarinas
Attraction sectorTheme parksMuseums & galleriesNational parks/Wildlife parksHeritage sites & centresConference/exhibition centresSports/activity centresTheme retail/leisure/entertainment
centresFestivals and eventsDiscos
Food & Beverages• Restaurants• Fastfood• Kiosks• Cafes/Bars
Transport sector
Airlines
Shipping lines/ferries
Railways
Bus/coach operators
Car rental operators
Travel organisers’ sector•Tour operators•Tour wholesalers/brokers•Retail travel agents•Conference organisers•Booking agencies (e.g. accommodations)•Incentive travel organisers
Other sectors
• Tour Guides
• souvenir manufacturer
Sectors of the Tourism Industry
Joint
Private Sector
Association
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Transport Sector
Umbrella Association
Municipalities
Travel organisers‘ Sector
Food & Beverages
Districts
Accomo-dation Sector
Attraction Sector
Private Sector Tourism Institutions
horizontal & vertical coordination
Tourism regions
Other sectors
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Prerequisites for PPP
Functioning Tourism Institutions on the public sector and on the private sector
To accept responsibilities and to take respective actions
The will to cooperate within each sector and between the public and the private sector
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Institutions involved in Hotel Classification
Ministry of health
Ministry of environment
Ministry of interior (safety)
Ministry of labor (education, training, languages) prerequisite for managers
Hotel & Restaurant Association
Association of Incoming Agents
Joint commitees
Public Sector (federal / regional / local levels)
Private Sector (federal / regional / local levels)
PPP Institution
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
To meet consumer trends & demand
To ensure minimum product quality and further more to raise quality
standards
To ensure authenticity, preserve diversity, avoid uniformity
To get consumer trust in the tourism offer of Russia
Basis for quality control
Basis for hotel signs
To get a marketing message
To offer a guideline for the planning of new facilities
Goals of updating Classification System
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Which types of accommodation should be included
Establishing specific types such as business, family, sports hotels, hunting
lodges etc.
Should categorization be mandatory for hotels (only if successfully rated
the hotel can use a hotel sign)
Hotel classification public sector or private sector based.
Mandatory workshop participation prior application
(Understanding of the tourism industry / the sense of classification /
application of formats / cooperation needs within the sector)
Self check as first step to full rating.
Basic Decisions regarding Hotel Classification
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Updating hotel classification system at least every 5 years – adoption
of trends
Hotel classification system has to be flexible and easy to apply
Change of investment priorities not only into hardware but also into
software (quality of staff = services)
For big hotel groups star rating is no marketing tool, but for others it is
very important
Updating of the classification system might cause investments into
the hotel
Some Aspects to watch
Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Thank you for your Attention
Gerd Hesselmann
HESSELMANN & ASSOCIATESTOURISM Consulting & Services
Goethestr. 2-3 / Aufgang BD-10623 Berlin
Tel.: +49 (0)30 31164555 / Fax:: +49 (0)30 31164557 Mobil: +49 (0)172 3227457
e-Mail: g_hesselmann@hesselmann-associates.comwww.hesselmann-associates.com