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Indian travelers expected to spend $136 billion by 2021

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The Indian traveler has come of age, spending approximately $94 billion in 2018, on around 2 billion domestic and international trips, helping the Indian travel and tourism industry achieve unprecedented scale.

The momentum is expected to continue and the industry will grow at a 13 percent CAGR to $136 billion by 2021, according to a report, ‘How Does India Travel’. The report outlines how India spends on travel, the influence of online channels in their purchase journey and potential growth opportunities for travel businesses till 2021.

Deep diving into the $136 billion spends, the report cites a 12 percent growth in transportation ($50 billion), 13 percent growth in lodging ($21 billion) and consumption, which includes spends on shopping, recreation and food, to grow at 13 percent ($65 billion) over the next three years. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that Indian travelers will spend an additional $24 billion on online travel bookings over the next three years, a growth from 25 percent in 2018 to 35 percent in 2021.

Online is a significant source of research

Elucidating the planning journey of Indian travelers, both for business and leisure, the report calls out five phases of a customer journey – Interest, Research, Booking, Experience and Sharing. The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travelers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 percent of travelers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 percent of customers book transport and lodging online, and over 50 percent share feedback online with social media being the dominant platform.

Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travellers; and existing travelers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalised marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.”

“There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses to address these concerns in order to effectively tap into the growing base of users.” Arpan Sheth, partner Bain & Company said.

Decoding the Indian travelers

The report further identified the five cohorts of travelers in India, across business and leisure travel, and categorised each against their online research behavior:

Frequent flyers: Nearly 70 percent of them booked online, cumulatively spent $17 billion in 2018. They make their choices based on convenience, availability, brand preference and past experiences.

Budget business traveler: 86 percent of them researched online whereas only 60 percent book online, cumulatively spent $20 billion in 2018. This cohort makes their decisions based on cost of travel, availability and consultation amongst their personal business network.

Experience-oriented traveler: Around 70 percent of their bookings were done online and cumulatively spent $22 billion in 2018. They extensively research both online and offline for ‘authentic’ experiences and convenience of options; display high loyalty towards preferred brand of airlines or hotels and actively share experiences.

Budget group traveler: 90 percent researched online and 55 percent booked online, cumulatively spent $29 billion in 2018. They make multiple decision-makers in the process and take the final decisions based on minimal cost.

Occasional travel visiting friends/relatives: 92 percent researched online but only 60 percent booked online, spent $6 billion in 2018. They maximize family convenience within a budget and believe online terms and conditions are restrictive.

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Dusit Princess Residences Dubai Marina opens at the end of April

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Dusit International has signed a Franchise Agreement with Al Masar Hotel Management LLC, to upgrade the former Dusit Residence Dubai Marina to the Dusit Princess Residences Dubai Marina.

Located at the Marina, a popular tourist destination and preferred residential area just off the Dubai Technology and Media Free Zone, which includes Dubai Internet City, Dubai Media City and Dubai Knowledge Village, the 146-key property is currently being refurbished and will comprise Serviced Apartments, Holiday Homes and Residential units in a choice of one, two or three-bedroom configurations.

Designed to facilitate business and leisure, the upgraded property will feature meeting facilities, a fully equipped gym, a spa, a wellness-focused restaurant serving healthy and organic foods, and a bakery.

Damac Metro and Tram Stations, the Marina Mall, and The Beach Mall are all within walking distance. Attractions such as Mall of Emirates, Ski Dubai, Ibn Battuta Mall, Emirates Golf Club, Palm Jumeirah, Jumeirah Beach Park and Wild Wadi Water Park can all be reached in 10 – 15 minutes by car. The Dubai World 2020 Expo site is also only a short drive away.

“We are delighted to sign this franchise agreement with Al Masar Hotel Management LLC for Dusit Princess Residences Dubai Marina,” said Mr Lim Boon Kwee, Chief Operating Officer, Dusit International. “The comfort and convenience of the Dusit Princess brand, and the property’s prime location, make it an attractive proposition for anyone looking for a short- or long-term base in the city, especially with the Dubai Expo 2020 coming up.”

H.E. Abdulla Alnuaimi, Chairman, Al Masar Hotel Management LLC, said, “By signing this franchise agreement we can further position the property to delight residents and guests with Dusit’s unique brand of Thai-inspired gracious hospitality. And we look forward to establishing Dusit Princess Residences Dubai as the premier place to live, stay, visit and conduct business.”

Known globally for its distinctive brand of gracious hospitality inspired by authentic Thai values, Bangkok-based Dusit International opened its first hotel in the Middle East more than 15 years ago, in Dubai. Today, the company operates five hotels across the region, including three in the GCC – namely Dusit Thani Dubai, Dusit Thani Abu Dhabi, and dusitD2 Kenz Dubai. According to its plans, Dusit will have nine hotels in operation in the GCC by the end of the year.

Dusit Princess Residences Dubai will be the third Dusit-branded property in Dubai, following Dusit Thani Dubai and dusitD2 Kenz. A fourth Dusit-branded property, Dusit Princess Rijas, is slated to open in 2020.

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How does India travel? Let us count the 94 billion ways

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Bain & Company and Google India are together launching a report on “How Does India Travel.” According to the report, the Indian traveler has come of age, spending approximately $94 billion in 2018 on around 2 billion domestic and international trips. This has helped the Indian travel and tourism industry achieve unprecedented scale, and the momentum is expected to continue with the industry growing at a 13 percent CAGR to $136 billion by 2021, according to a report.

Fueled by digital, Indian travelers are expected to spend an additional $24 billion on online travel bookings over the next 3 years. The report outlines how India spends on travel, the influence of online channels in their purchase journey, and potential growth opportunities for travel businesses until 2021.

Deep diving into the $136 billion spends, the report cites a 12 percent growth in transportation ($50 billion), 13 percent growth in lodging ($21 billion) and consumption, which includes spends on shopping, recreation and food, to grow at 13 percent ($65 billion) over the next three years. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that Indian travelers will spend an additional $24 billion on online travel bookings over the next three years, a growth from 25 percent in 2018 to 35 percent in 2021.

Online is a significant source of research

Elucidating the planning journey of Indian travelers, both for business and leisure, the report calls out five phases of a customer journey – Interest, Research, Booking, Experience and Sharing.  The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travelers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 percent of travelers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 percent of customers book transport and lodging online, and over 50 percent share feedback online with social media being the dominant platform.

Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travelers; and existing travelers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalized marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.”

“There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses to address these concerns in order to effectively tap into the growing base of users.” Arpan Sheth, partner Bain & Company said.

Decoding the Indian travelers

The report further identified the five cohorts of travelers in India, across business and leisure travel, and categorized each against their online research behavior:

  • Frequent flyers: Nearly 70 percent of them booked online, cumulatively spent $17 billion in 2018. They make their choices based on convenience, availability, brand preference and past experiences.
  • Budget business traveler: 86 percent of them researched online whereas only 60 percent book online, cumulatively spent $20 billion in 2018. This cohort makes their decisions based on cost of travel, availability and consultation amongst their personal business network.
  • Experience-oriented traveler: Around 70 percent of their bookings were done online. and cumulatively spent $22 billion in 2018. They extensively research both online and offline for ‘authentic’ experiences and convenience of options; display high loyalty towards preferred brand of airlines or hotels and actively share experiences.
  • Budget group traveler: 90 percent researched online and 55 percent booked online, cumulatively spent $29 billion in 2018. They make multiple decision-makers in the process and take the final decisions based on minimal cost.
  • Occasional travel visiting friends/relatives: 92 percent researched online but only 60 percent booked online, spent $6 billion in 2018. They maximize family convenience within a budget and believe online terms and conditions are restrictive.

However, challenges remain in meeting the expectations of these travelers. Customers perceive online channels geared towards premium cohorts (frequent flyer and experience-oriented traveler), while mass cohorts, with $55 billion in spending, remain underpenetrated. There are about 160 million non-transacting active Internet users in India with only 5 percent of online travelers from Tier-2 or Tier-3 cities. There is a significant (20 percent) difference between the booking rates of premium cohorts and mass cohorts, the latter being also dissatisfied with online channels (~33 percent satisfied) vs. premium cohorts (~42 percent). The second challenge is in penetrating existing users who exhibit a marked distrust in use of online channels to make bookings, especially around payment and pricing terms and booking experience compared with offline channels. Consequently, their online usage drops between the research (>86 percent online influence) and booking phases (~40 percent offline bookings).

How travel businesses need to adapt to the needs of online consumers

The report cites five major shifts that marketers need to make to market to the online travelers – First, alleviate consumer concerns by improving the booking and payment experience to build a trusted brand and increase adoption. Second, they need to address the negative customer perception issues by mass customization to drive higher share in the segment. They also need to utilize consumer technology to penetrate mass segments (standardize, enable sharing), reach non-transactors (build offline presence), and create new user access.  Moreover, they need to find innovative and frugal ways to package the experience to increase both adoption and retention.  Finally, they need to create a robust digital backend to adapt to customer needs across the purchase journey.

“The contribution of travel and tourism’s spend in India has reached developed market levels, from 6.7percent of GDP in 2013 to 9.4 percent in 2018. This growth, combined with a rapidly growing internet user base and adoption of online bookings will lead to $24 billion in incremental revenues through online channels by 2021. In order to benefit from this trend, businesses need to actively increase new user adoption and increase penetration in the existing user base across the purchase journey.” Joydeep Bhattacharya, partner Bain & Company said.

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Hotelbeds confirms strategic partnership with KILIT HOSPITALITY GROUP

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Hotelbeds has announced today a strategic distribution partnership with KILIT HOSPITALITY GROUP, Turkey’s largest leisure hotel company and the owners of Crystal Hotel Chain, Amara World Hotels and Nirvana Lagoon Luxury.

Building on over 10 years of working together, the recently signed and significantly expanded partnership takes the form of a preferred agreement that will provide Hotelbeds with exclusive access to KILIT HOSPITALITY GROUP’s Ultra All-Inclusive 5-star hotels that offer guests 24-hours-a-day service.

The partnership provides KILIT HOSPITALITY GROUP with access to world’s largest distribution of high value clients provided by Hotelbeds with +60,000 tour operators, points redemption schemes, airlines, and retail travel agents from more than 140 source markets.

As a result of this Hotelbeds’ clients will have access to KILIT HOSPITALITY GROUP’s portfolio of more than 25,000 beds across 17 hotels that operate under various sub-brands in prominent Turkish tourist locations such as Side, Belek, Kemer and Bodrum.

Additionally, through this partnership KILIT HOSPITALITY GROUP will be able to distribute its hotel rooms via both the wholesale channel, which operates under the ‘Hotelbeds’ name, and the retail travel agent channel, which operates under the ‘Bedsonline’ brand – all united under one contract.

Arzu Harley, Regional Manager of Hotelbeds, Turkey, comments: ““We are hugely excited to confirm that we have significantly expanded upon our longstanding partnership with KILIT HOSPITALITY GROUP, the leading and biggest operator of all-inclusive hotels in Turkey.

“Today’s news reflects our long-term commitment to Turkey, despite the market facing some challenges in recent years, as a premier tourist destination. This commitment has recently proven more than worthwhile, following the continued rebound in hotel bookings for Turkey that we’ve seen over the last year – summer 2019 already looks set to be a record. We are committed to growing our business model in Turkey and our partnership with KILIT HOSPITALITY GROUP will help us reach this goal together.”

Umman Cetinbas, CEO of Crystal Hotels Brand, stated: “Despite being the largest operator of all-inclusive beach and resort hotels in Turkey, we still have ambitious plans to grow further locally. Today’s news forms part of a strategic plan and we look forward to working with Hotelbeds as we not only grow overall bookings together, but more importantly grow high-value bookings.

“After careful consideration we felt that the bedbank distribution channel should be a core part of our growth strategy and following many years of partnering successfully, Hotelbeds was naturally our first choice.”

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Keeping Alitalia airline afloat: 900 million euro bridge loan conversion

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Italy’s last council of ministers have approved a new decree law with 11 new rules presented by the Minister of Economic Development, Luigi Di Maio. Among these, at the last minute, is the regulation allowing for the conversion of part of a bridge loan – 900 million euros granted to Alitalia airline in May 2017 – into equity, and, therefore, into a share package (about 15%) of the new company that will be presented by Italia Railways (FS).

In short, the go-ahead for the Treasury to become a shareholder of the new Alitalia in a scheme is official, but all has yet to be defined. At the same time, in fact, an okay was given to the extension of another month (from March 31 to April 30) to FS for the presentation of an industrial plan to the extraordinary commissioners.

The company led by Gianfranco Battisti would have preferred a longer margin that would also cover the month of May, in order to have more time to contract the entry of the other partners.

Between the Ministry of Economy and Finance (15%), FS (30-40%), and Delta (10%), a large percentage is still uncovered which has not yet met stakeholders’ approval.

With CDP, (a loan banc) Poste (the Mail Group) and Fincantieri, which have repeatedly confirmed their lack of interest in the operation, the tracks leading to China Eastern and Atlantia (Autostrade concessionaire and reference shareholder of Aeroporti di Roma) would still be alive.

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Pride Group of Hotels unveils Pride Resort and Convention Centre Rajkot

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The Pride Group of Hotels, which manages 14 Hotels and Resorts across India announced the inclusion of “Pride Resort and Convention Centre Rajkot” as the 15th property under the Pride Umbrella. The resort is conveniently located on Rataiya Road, Ishwariya, Rajkot. It is well connected through Rail, Road and Air to all major cities. Pride Resort and Convention Centre Rajkot will bring in a True Indian Touch in the Hospitality Industry in the City and will soon become the preferred venue for leisure & business travelers, conventions and events.

Announcing the launch, SP Jain, Managing Director, Pride Hotels Ltd. says, “We are extremely pleased to unveil Pride Resort and Convention Centre at Rajkot, our 15th property in the country. This is also our third property in the State of Gujarat. We are extremely upbeat on the growth prospects in the region having successfully managed our properties in Ahmedabad and Vadodara. The city of Rajkot has seen steady growth in inflow of travelers from India and across the world. Pride Resort Rajkot with its imposing ambience, banqueting& conferencing facilities and host of hospitality services will appeal to guests looking for the ideal destination for Business Meets, MICE, Theme Weddings and Leisure”.

Located in a serene ambience surrounded by lush greenery, Pride Resort and Convention Centre Rajkot offers 99 spacious rooms that encompass 31 deluxe rooms, 31 Executive rooms, 31 Premium rooms and 6 suite rooms.

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Marriott has a 2020 vision when it comes to expansion in Asia

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From the 15th Hotel Investment Conference – South Asia, Marriott International  today announced its continued expansion plans in Asia-Pacific with its 2020 vision — an aggressive target to have 1000 hotels open by the end of 2020. This vision also could create up to 50,000 more job opportunities for the region. In 2019 alone, the company expects to add close to 100 new hotels or close to 20,000 rooms in the region, with several brand debuts in Australia, Hong Kong, The Philippines, Nepal and India. Marriott International’s portfolio in Asia Pacific currently encompasses over 710 properties in 23 countries and territories, operating under 23 of the company’s 30 global brands.

“The breadth and depth of Marriott International’s footprint means that we are able to offer travelers opportunities to experience more destinations, brands and experiences, especially through Marriott BonvoyTM, our industry-leading travel program,” said Craig S. Smith, President and Managing Director, Marriott International Asia Pacific.

“As important as our size is our commitment to deliver seamless and quality experiences for our guests at on-brand properties. Today’s traveler demands authentic, personalized and transformative experiences, whether for work or for pleasure, as a way of broadening their individual horizons and achieving a deeper understanding of the world. As the world’s leading hospitality company, it is in our DNA to strive to be part of our guests’ favorite moments and memories. We are dedicated to Marriott International remaining Asia Pacific’s favorite travel company.”

China, India and Southeast Asia as Marriott International’s Growth Drivers in the Region

Marriott International is well positioned to capitalize on global travel trends in China, India, and Indonesia, three of the world’s four most populated nations.

China continues to be the strongest growth driver for Marriott International in Asia Pacific, with more than 300 hotels in the pipeline. This accounts for more than 50 percent of the company’s pipeline in Asia Pacific. This year alone, Marriott International targets to open more than 30 hotels in China, including the first JW Marriott Marquis Hotel in China, the 515-room JW Marriott Marquis Hotel Shanghai Pudong featuring 6 food and beverage outlets; and the first Renaissance Hotel in the Fujian province with the planned opening of Renaissance Xiamen Resort & Spa in the fourth quarter of 2019. Outside of mainland China, the St. Regis brand is set to debut with the opening of St. Regis Hong Kong located in the historic Wanchai district.

With its recent 100th Marriott International hotel milestone celebrated in 2018, India continues to be the company’s second fastest growth engine in Asia Pacific with more than 50 properties in the pipeline. Marriott expects to reach more than 30,000 rooms open in India by end 2023. Given India’s robust economy and rising middle class, the country continues to present exciting growth opportunities, leveraging strong demand for Marriott’s select-service brands and growing demand for its upper upscale and luxury portfolios. The company expects to debut the Tribute Portfolio brand in India, with the opening of Port Muziris, Kochi, a Tribute Portfolio Hotel slated for the second quarter of 2019.

At the recent ASEAN (Association of Southeast Asian Nations) Tourism Forum, the ASEAN National Tourism Organizations revealed their collective efforts to marketing initiatives to inspire travel to Southeast Asia. Marriot International is poised to welcome these travelers, with over 140 signed hotels in its Southeast Asia pipeline, with Indonesia leading growth, meeting the growing demands of travel and tourism. In the Philippines, the company expects to more than triple its hotel portfolio by 2023. Sheraton, Marriott International’s most global brand, recently debuted in the country with the opening of Sheraton Manila Hotel. 

Marriott International continues its growth momentum in the Pacific region, with 50 hotels anticipated to be open by 2020. Australia should see several brand debuts in coming years, including The Luxury Collection and The Ritz-Carlton. The Tasman, a Luxury Collection Hotel, expects to open in Hobart in late 2019, and the 205-room The Ritz-Carlton Perth is slated to open in June 2019.  Element Hotels, Marriott International’s eco-conscious brand, is expected to debut in Australia with the opening of Element Melbourne Richmond in Q3 this year.

Marriott International Eyes New Destinations in Asia Pacific with Marriott BonvoyTM

Earlier this year, Marriott introduced Marriott BonvoyTM  — Marriott International’s travel program replacing Marriott Rewards®, The Ritz-Carlton Rewards®, and Starwood Preferred Guest®(SPG).  With Marriott BonvoyTM, travelers can experience the company’s newly introduced Asia Pacific website featuring rich experiential and user-generated content and offering inspiration for the next adventure in Asia Pacific. The company continues to focus on bringing new hotels to unchartered destinations sought out by our guests, with Marriott International’s first foray into Myanmar planned for 2020 with the opening of Sheraton Yangon Hotel.

As the Company Expands, Culture Remains a Bedrock For Success

Marriott International’s Asia Pacific vision could create up to approximately 50,000 new job opportunities in Asia Pacificby the end of 2020. Travel and tourism provide opportunities for experienced people or those new to the hospitality industry.  Research by the World Travel and Tourism Council (WTTC) highlighted that 1 in 5 new jobs created globally are attributable to travel and tourism.

As the company continues to grow, this also means that there is an increased opportunity for our associates to develop their careers and thereby improve their livelihoods. This is another way that Marriott International takes care of its associates. With a culture that empowers associates to live their best lives — putting people first has been the company’s core value since Marriott was founded more than 90 years ago. Marriott has built its business on taking care of its associates, who in turn take care of our guests. The company believes that creating a diverse and inclusive environment strengthens culture and community and drives competitiveness. Marriott International has won Aon Hewitt’s best employer for five consecutive years in Asia Pacific.

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United: Top-ranked LGBTQ airline

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United Airlines today announced that for the eighth consecutive year, it has received a perfect score of 100 percent on the 2019 Corporate Equality Index (CEI), a premier benchmarking survey and report on corporate policies and practices related to LGBTQ workplace equality, administered by the Human Rights Campaign (HRC) Foundation.

“United is proud to receive this recognition as it speaks to our focus on building a more inclusive and caring workplace and customer experience,” said Human Resources and Labor Relations Executive Vice President Kate Gebo. “We believe that advocating for inclusion is at the heart of connecting people and uniting the world, and United is determined to continue working with organizations such as the Human Rights Campaign to help champion LGBTQ inclusion.”

“The top-scoring companies on this year’s CEI are not only establishing policies that affirm and include employees here in the United States, they are applying these policies to their global operations and impacting millions of people beyond our shores,” said HRC President Chad Griffin.

The 2019 CEI evaluates LGBTQ-related policies and practices including non-discrimination workplace protections, domestic partner benefits, transgender-inclusive health care benefits, competency programs and public engagement with the LGBTQ community. United’s efforts in satisfying all of the CEI’s criteria results in a 100 percent score and the designation as a Best Place to Work for LGBTQ Equality.

United has worked with the Human Rights Campaign on its training initiatives including teaching employees about preferred pronouns and the persistence of gender norms and other steps to make United an inclusive space for both customers and employees. The airline’s latest efforts include developing comprehensive training modules and exercises to continue employee education on how to be a better ally in both the workplace and to customers. Over the past year, United has also opened more LGBTQ Business Resource Groups across the country, reaching more employees.

This recognition follows the airline’s recent announcement that United became the first U.S. airline to offer non-binary gender options throughout all booking channels in addition to providing the option to select the title “Mx.” during booking and in a MileagePlus customer profile. United customers and employees have the option to identify themselves as M(male), F(female), U(undisclosed) or X(unspecified), corresponding with what is indicated on their passports or identification.

Alongside partner organizations, customers and employees, United will continue working to build the world’s most inclusive airline. For more information on United’s commitment to diversity and inclusion, click here.

Every customer. Every flight. Every day.

In 2019, United is focusing more than ever on its commitment to its customers, looking at every aspect of its business to ensure that the carrier keeps customers’ best interests at the heart of its service. In addition to today’s announcement, United recently released a re-imagined version of the most downloaded app in the airline industry and made DIRECTV free for every passenger on 211 aircraft, offering more than 100 channels on seat back monitors on more than 30,000 seats. The multimillion-dollar investment in improving inflight entertainment options will benefit the more than 29 million people expected to fly United’s DIRECTV-enabled planes this year.

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Ontario tourism sector set for Rural Tourism Symposium

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Tourism industry professionals from across Ontario will gather at Lang Pioneer Village in Keene this April for the second annual Rural Tourism Symposium. The one-day conference, with the theme “Redefining Success”, takes place 8:30 a.m. to 5 p.m. on Thursday, April 11, at the Peterborough County Agriculture Heritage Building at Lang Pioneer Village.

More than three million visitors visit Peterborough & the Kawarthas every year, including rural destinations such as Stoney Lake. Peterborough & the Kawarthas Economic Development is hosting tourism industry professionals from across Ontario on April 11, 2019 for the second annual Rural Tourism Symposium in Keene.

Hosted by Peterborough & the Kawarthas Economic Development (PKED) in partnership with Chatham-Kent Tourism, the event is also supported by Grey County Tourism, Simcoe County Tourism, Headwaters Tourism, Kawartha Lakes Tourism, and Kawarthas-Northumberland (Regional Tourism Organization 8).

There’s no question that tourism is an important economic driver in Ontario, particularly for rural communities. According to PKED’s director of tourism and communications Tracie Bertrand, Peterborough & the Kawarthas alone draws around three million visitors every year who contribute approximately $300 million to the local economy.

“Part of our region’s competitive edge is that we offer the best of vibrant city, complemented by rolling hills of farmland and famed Ontario cottage country,” Bertrand says. “There are more than a thousand tourism businesses located in our region, ranging from retail to restaurants and from accommodations to attractions.”

But the April 11 symposium is not just limited to Peterborough & the Kawarthas: it’s been specifically designed to raise the profile of tourism in rural Ontario, and will attract rural tourism stakeholders, destination marketing organizations, and tourism businesses from across the province.

“We’re hoping this event sparks conversation and builds momentum for rural tourism in the province of Ontario,” Bertrand explains. “Industry professionals, both locally and from away, will gain insight from our expert speakers to leverage efforts at the provincial and national level, capitalize on opportunities, and create partnerships for success.”

The symposium begins with a keynote presentation entitled “Leverage Your Reach with Destination Ontario” by Lisa LaVecchia, president and CEO of Destination Ontario.

Legally known as the Ontario Tourism Marketing Partnership Corporation, Destination Ontario is an agency of the Government of Ontario that markets the province as a preferred four-season tourist destination in a globally competitive tourism market. Under LaVecchia’s leadership, Destination Ontario has produced innovative and award-winning brand campaigns, including the ‘Epic Is ON’ campaign for the Pan Am/Parapan Am Games and the ‘Where Am I?’ campaign.

The symposium also includes:

A presentation by Beth Potter, president and CEO of the Tourism Industry Association of Ontario, entitled “Stronger Together. Presenting a United Front for Rural Tourism” on how tourism industry professionals can collaborate with the association to achieve success.

An “Agritourism Farm Table Chat” led by the Culinary Tourism Alliance’s director of food tourism innovation Trevor Benson who, along with special guests, will discuss how to build bridges between the agriculture and tourism industries.

A presentation by Jewel Cunningham, director of Ontario Waterways with Parks Canada, called “Partnering for Success”. Cunningham will describe how partnerships can create exceptional visitor experiences and powerful economic impact in even the smallest of communities.

A presentation entitled “Showcasing Rural Ontario to National & International Visitors” by David Robinson of Destination Canada (formerly the Canadian Tourism Commission), a federal crown corporation that helps the Canadian tourism industry reach international markets. Robinson will explain how Canada measures up as a competitive hot spot for international travelers.

Finally, the symposium is also a stop on Canada’s national series of Tourism Town Halls, a partnership between the Tourism Industry Association of Canada, Destination Canada, and local industry partners. The Tourism Town Halls provide an opportunity for small and medium-sized tourism businesses across Canada to better understand efforts being made on national tourism issues.

“This tourism town hall will be especially important given the announcement of last week’s federal budget and the importance it placed on tourism as a high-growth sector,” Bertrand says.

The Tourism Town Hall includes a panel discussion with representatives from Destination Canada, the Indigenous Tourism Association of Canada, Tourism Industry Association of Ontario, and Peterborough & the Kawarthas Tourism, moderated by Michele Harris, director of economic and community development with the Municipality of Grey Highlands.

Reducing the negative impact on the environment is an important element of tourism, particularly in rural destinations, so sustainability is a focus of this year’s symposium. Rather than having print materials available at the symposium, information will be delivered digitally through a downloadable app. Waste, especially food waste, will be limited throughout the day and attendees will be encouraged to bring reusable water bottles and their own notepads or devices for making notes.

“We are excited to welcome tourism stakeholders from across the province and show them how we are redefining success in tourism in our communities,” Bertrand says. “We are equally excited to have our tourism operators come out and celebrate what makes our industry unique, right here in our own backyard at the Agriculture Heritage Building at Lang Pioneer Village.”

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United Airlines: Non-binary gender booking options

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United Airlines today announced it has become the first U.S. airline to offer non-binary gender options throughout all booking channels in addition to providing the option to select the title “Mx.” during booking and in a MileagePlus customer profile. Customers now have the ability to identify themselves as M(male), F(female), U(undisclosed) or X(unspecified), corresponding with what is indicated on their passports or identification.

“United is determined to lead the industry in LGBT inclusivity, and we are so proud to be the first U.S. airline to offer these inclusive booking options for our customers,” said United’s Chief Customer Officer Toby Enqvist. “United is excited to share with our customers, whether they identify along the binary of male or female or not, that we are taking the steps to exhibit our care for them while also providing additional employee training to make us even more welcoming for all customers and employees.”

As part of implementing these new changes, United has worked with the Human Rights Campaign and The Trevor Project on employee training initiatives. These initiatives include teaching employees about preferred pronouns and the persistence of gender norms, LGBT competency in the workplace and other steps to make United an inclusive space for both customers and employees.

“At the Human Rights Campaign, we believe being acknowledged as the gender you identify with is part of treating everyone with dignity and respect,” said Beck Bailey, acting director of the Workplace Equality Program. “By providing non-binary gender selection for ticketing and the gender-inclusive honorific ‘Mx’ in user profiles, United Airlines is taking an important step forward for non-binary inclusion.”

“The Trevor Project is grateful for United Airlines’ support of our life-saving work on behalf of LGBTQ youth,” said Amit Paley, CEO & Executive Director of The Trevor Project. “We are thrilled to bring Trevor’s expertise on the mental health of LGBTQ people to United to ensure its employees maintain safe and inclusive spaces for LGBTQ employees and guests.”

Alongside partner organizations, customers, and employees, United will continue working to build the world’s most inclusive airline. The changes to the booking process are now currently available.

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