Your destination could be vibrant! Or serene - your choice Sustainable seasonality a source of success
It has often struck me that the enemy of sustainability is seasonality and that almost every seasonal destination represents a massive opportunity.
So I was strongly drawn to a round table discussion at IHIF - the top-drawer big ticket ( €2000 a person) International Hotel Investment Forum in Berlin http://www.berlinconference.com/ .
If there was any knowledge about getting maximum tourism destination revenue to be learnt - it would be here where the big financial guns are.
The fact is that excessive seasonality hits on every pillar of sustainable tourism - economic (obviously), social (what does a workforce do when it's not working?), cultural (how can you sustain an empty destination's culture?) and environmental (who is going to pay for environmental heritage if there is no-one to enjoy it?).
But more importantly than all that, empty destinations impact on the key sustainability issue - WASTE. Empty destinations are simply a waste of resources - money, investment, property, workers - the lot.
A seasonal destination is inefficient. On the other hand an unseasonal destination can offer quality employment and training, a sustainable future and an enhanced pride in built and natural environments.
And, if your destination is looking for investment in any form - new hotels, new businesses, new people they will be attracted by somewhere that is vibrant year round.
The big hoteliers, hotel investors, hotel developers know, and a very new breed of company - hotel asset managers
So how?
Christian Walter, Managing Director of PKF hotelexperts http://pkfhotels.com/ led a discussion with a bunch of top hoteliers and investors to see if they could come up with some answers and here they are:
Valere Tjolle
It has often struck me that the enemy of sustainability is seasonality and that almost every seasonal destination represents a massive opportunity.
So I was strongly drawn to a round table discussion at IHIF - the top-drawer big ticket ( €2000 a person) International Hotel Investment Forum in Berlin http://www.berlinconference.com/ .
If there was any knowledge about getting maximum tourism destination revenue to be learnt - it would be here where the big financial guns are.
The fact is that excessive seasonality hits on every pillar of sustainable tourism - economic (obviously), social (what does a workforce do when it's not working?), cultural (how can you sustain an empty destination's culture?) and environmental (who is going to pay for environmental heritage if there is no-one to enjoy it?).
But more importantly than all that, empty destinations impact on the key sustainability issue - WASTE. Empty destinations are simply a waste of resources - money, investment, property, workers - the lot.
A seasonal destination is inefficient. On the other hand an unseasonal destination can offer quality employment and training, a sustainable future and an enhanced pride in built and natural environments.
And, if your destination is looking for investment in any form - new hotels, new businesses, new people they will be attracted by somewhere that is vibrant year round.
The big hoteliers, hotel investors, hotel developers know, and a very new breed of company - hotel asset managers
So how?
Christian Walter, Managing Director of PKF hotelexperts http://pkfhotels.com/ led a discussion with a bunch of top hoteliers and investors to see if they could come up with some answers and here they are:
- Look at role models - eg Schloss Elmau, Germany; Six Senses Douro Valley, Portugal
- Before you start: brainstorming on what actually defines 'your' seasonality
- It's all about the stakeholders - so who are the stakeholders in your destination? Identify the relevant stakeholders and talk to them. Non-communication is a missed opportunity.
- Is there a proper destination management & marketing in place? If yes: Talk to them! If not: YOU have to set up your own destination management & marketing. Is there a tourism masterplan?
- Are there any niches you may position yourself in?
- Masterplanning is key.
- Consider shutting down during the shoulder/off-season - keep the hotel/resort operating but save money on utilities, maintenance, etc.
- Make the best out of the slow season: This is the best time for repair & maintenance, strategising, etc!
- Think out of the box: Target different feeder markets throughout the year, e.g. individual travellers during the peak season and yoga groups during the off-season.
- Is there an alternate use for destination properties? The student accommodation example: When the students are out for the semester break, sell the rooms as hotel rooms.
- To brand or not to brand? A strong brand may help put a hitherto unknown destination on the map of the world traveller. However, it does usually not help overcome seasonality - so don't rely on branding!
- A spa may help, but it needs to be a really good one with authentic/niche offerings and no compromises on quality.
- Meeting facilities may help, but again they need to be really outstanding.
- Food and Beverage may help, too - but capitalise on your seasonality. Don't serve strawberries in November - turn the supposed disadvantage into something exciting and surprise your guests with regional produce.
- A medical component may help. But don't make it too medical (unless you want to run a hospital).
- If all of the above don't work: Become a tour operator and fill your own hotel(s).
- And last but not least the most important lesson: It's all about the programming. The right hardware is a pre-requisite. But this is not what keeps your visitors entertained. You need to offer them activities, and don't rely on others to do so. This way, a week in the Douro Valley in grey November can be a very enriching experience!
Valere Tjolle
