Public Private Partnership Experiences II. How to ensure Quality Standards of Services GERD HESSELMANN CHAIRMAN HESSELMANN & ASSOCIATES TOURISM CONSULTING & SERVICES Moscow March 19, 2012 Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Tourism Background Gerd Hesselmann Ø Ø Ø Ø 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
Let us create a common understanding Ø of tourism Ø of external and internal influences Ø of the context between marketing & quality Ø of responsibilities on the tourism sector Ø of P P P for the development of quality standards Ø of goals of hotel classification and Ø of decisions on the way to quality standards Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
In which environment does tourism take place? Tourism infrastructure (Private sector) Accommodation Restaurants Tourism = Business Private Sector Companies Public Sector Institutions Transportation Events/Information Tourism offer Cultural sites Tourism infrastructure (Public sector) Visitor information Revenues Profit Tax income GDP Jobs Export Human resources Private Sector Institutions Natural resources Destination Promotion Legal framework Political stability Joint Goal: Sustainable growth Public sector institutions Source Markets Europe & Overseas Domestic • Awareness and image of the destination • Awareness and image of regions • Business partners Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Reasons to travel Leisure: ► Main holiday trip (>5 days) Pilgrimage (Roundtrips nature, Culture / sun & beach, relaxation) ► Back to the roots Health Tourism ► Events and other Business travel: … ► Individuals ► Conferences / Fairs Visit of relatives and friends ► Incentives Inbound Travel Domestic Travel Russian Federal Agency for Tourism / UNWTO – PPP Seminar Outbound Travel Moscow - March 19, 2012
Tourism Revenues = Return on Investment Tourism Product (Quality) Company Product Promotion Staff Training (Quality) Tourism Infrastructure (Product Quality) Tourism Revenues Private Sector Public Sector • Accommodation • Transportation • Restaurants etc. • Events • . . • Museums • Historical Sites • Public Transportation • Tourism Tax • Fees • . . . 90 – 95% 5 – 10% Destination Marketing NTO / RTO / LTO Public Services • Security • Human Resource Development Company Tax Staff Salaries Tax Goods / Supplier Company Tax Services Company Tax State Budget for Tourism Profit Tourism Companies Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
External & Internal Influences on Tourism Development External Influences Geopolitical Environment - Climate change - Natural Environment Development from today Political Environment - National /Federal - Regional - Local Insecurities - Health risks - Crime - Terror Technical Environment IT / Transport 2013 Tourism Product / Services Economic & Financial Crisis Consumer - Trends - Expectations 2015 2014 Price Communication / Promotion Competitive Destination Distribution / Sales PPP of Institutions Marketing Mix Policies Internal Influences Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Pr od uc Marketing = Customer orientation t P ol Market Research ic y * Consumer Trends * Visitor expectation & experiences Price Polic y Potential Travelers in Source Markets * Competitive destinations icy Pol ion at ic mun m Co ti u rib on ic ol y P t s Di Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Criteria for the Competitiveness of a Destination • Diversity of service • Quality of service VALUE EFFORT • Ambience / atmosphere • Experiences & relations Tourism services offered Tourism Services offered Price + Feeling & sensations + Other efforts & deterents Othersefforts & deterrents • Cost of the product • Inconveniences • Payment efforts • Insecurities Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Components of the Tourism Product „Destination“ People • Awareness of the population • Awareness of the public sector • Quality of human resources • Creativity of the tourism industry Tourism Infrastructure • Accommodation • Transportation • Cultural sites / events • Natural resources / environment • Accessibility, Signposting Diversity and quality of services Well feeling Diversity of services, Product Quality, Well feeling Tourist Information • Printed material Security • Electronic media Product Quality • Tourist Information Center Tourism Experience Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Who is responsible for what? (1) Public Sector Private Sector Associations Product Policy - Tourism- (product) strategy - legal framework - licensing / monitoring - environment & infrastructure accessability - tourism product & services - human resources - information Price Policy - fiscal framework / taxation / fees - product calculation - business conditions X X X Enterprises (X) (X) (X) X X X Russian Federal Agency for Tourism / UNWTO – PPP Seminar X X Moscow - March 19, 2012
Who is responsible for what? (2) Public Sector Private Sector Associations Enterprises (X) (X) X Communication Policy - Marketing budget External Marketing - PR & promotion destination - destination web portal - fair participation Private Sector - product promotion - product PR Internal Marketing = Communication Distribution Policy - fairs - internet - tour operator & agents - supplier X X X X (X) X X X Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Public Sector Tourism Institutions horizontal & vertical coordination Interministerial Tourism Council Mo Interior (Department of immigration) Mo Justice (Autorney Generals) Ministry in Charge of Tourism regions Districts Mo Finance Mo Foreign Affairs - Mo Transportation / regional Development - M in charge of Health - etc. Municipalities Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Sectors of the Tourism Industry Attraction sector · Theme parks · Museums & galleries · National parks/Wildlife parks · Heritage sites & centres · Conference/exhibition centres · Sports/activity centres · Theme retail/leisure/entertainment centres · Festivals and events · Discos Accommodation sector · Hotels/motels · Guest houses/bed & breakfast · Farmhouses · Apartments/villas/flats/cottages · Condominiums/time share resorts · Vacation villages/holiday centres · Static and touring caravan/camping sites · Marinas Joint Transport sector Private Sector · Airlines Association · 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 Russian Federal Agency for Tourism / UNWTO – PPP Seminar Food & Beverages • Restaurants • Fastfood • Kiosks • Cafes/Bars Other sectors • Tour Guides • souvenir manufacturer Moscow - March 19, 2012
Private Sector Tourism Institutions horizontal & vertical coordination Umbrella Association Accomodation Sector Attraction Sector Transport Sector Food & Beverages Travel organisers‘ Sector Other sectors Tourism regions Districts Municipalities Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Prerequisites for PPP Ø Functioning Tourism Institutions Ø Ø on the public sector and on the private sector Ø To accept responsibilities and to take respective actions Ø 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 Public Sector (federal / regional / local levels) Ø Ministry of health Ø Ministry of environment Ø Ministry of interior (safety) Ø Ministry of labor (education, training, languages) prerequisite for managers Private Sector (federal / regional / local levels) Ø Hotel & Restaurant Association Ø Association of Incoming Agents PPP Institution Ø Joint commitees Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Goals of updating Classification System Ø To meet consumer trends & demand Ø To ensure minimum product quality and further more to raise quality standards Ø To ensure authenticity, preserve diversity, avoid uniformity Ø To get consumer trust in the tourism offer of Russia Ø Basis for quality control Ø Basis for hotel signs Ø To get a marketing message Ø To offer a guideline for the planning of new facilities Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Basic Decisions regarding Hotel Classification Ø Which types of accommodation should be included Ø Establishing specific types such as business, family, sports hotels, hunting lodges etc. Ø Should categorization be mandatory for hotels (only if successfully rated the hotel can use a hotel sign) Ø Hotel classification public sector or private sector based. Ø Mandatory workshop participation prior application (Understanding of the tourism industry / the sense of classification / application of formats / cooperation needs within the sector) Ø Self check as first step to full rating. Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Some Aspects to watch Ø Updating hotel classification system at least every 5 years – adoption of trends Ø Hotel classification system has to be flexible and easy to apply Ø Change of investment priorities not only into hardware but also into software (quality of staff = services) Ø For big hotel groups star rating is no marketing tool, but for others it is very important Ø Updating of the classification system might cause investments into the hotel Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
Thank you for your Attention Gerd Hesselmann HESSELMANN & ASSOCIATES TOURISM Consulting & Services Goethestr. 2 -3 / Aufgang B D-10623 Berlin Tel. : +49 (0)30 31164555 / Fax: : +49 (0)30 31164557 Mobil: +49 (0)172 3227457 e-Mail: g_hesselmann@hesselmann-associates. com www. hesselmann-associates. com Russian Federal Agency for Tourism / UNWTO – PPP Seminar Moscow - March 19, 2012
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