Catégorie : Products and activities

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Products and activities

Public Toilets: an essential but under-appreciated amenity

toilette-publique

While most people smile upon hearing them mentioned, public toilets are actually a serious topic, as they enable all human beings to fulfill that most basic human need: answering the call of nature. Some client groups – pregnant women, families with young children and people with special medical needs, for example – are more inconvenienced than others when restrooms are scarce to non-existent. With the growth of tourism in general, and the increase in family and senior travel in particular, demand for these amenities is growing.

Investment, and Image Enhancement

Countries with strong tourism growth have found just how crucial public toilets can be. Iceland, where international visitors have more than tripled in the last five years, reaching over 1.7 million in 2016, has realized that reviewing this basic service is an important priority. The government has invested over CAD$1M to build 15 toilets for tourists all around Iceland, primarily in areas outside the capital city.

An initiative of Thailand’s Tourism and Sports Ministry, the Clean Toilet Campaign was launched to ensure tourism operators provide clean and attractive restrooms in tourist attractions nationwide. The Ministry even launched a Clean Toilet Photo Contest (!), where people are encouraged to take selfies in the country’s clean toilets and share them on social media. The government has said the campaign is about enhancing the image of the country’s tourist attractions and, above all, of Thailand itself.

The Nice Toilet Program

Germany has come up with a sensible, affordable solution to the lack of public toilets. Rather than building and maintaining expensive public restrooms, about 230 cities are taking part in the Nette Toilette or Nice Toilet private program. It works like this: the cities pay a monthly fee ranging anywhere from €30 to €100 (CAD$33 to $110) to restaurants and cafés that display the Nette Toilet logo, complete with pictograms for additional services such as changing tables and wheelchair access. The logo lets passers-by in need know they can use the establishment’s toilet free of charge, without feeling obliged to buy anything. A map showing the location of Nette Toilette participating merchants is available in both paper format and online.

Nette-toilet-AllemagneSource: Nette Toilette

A Map of … Public Toilets?

Visitors to Australia can check out the National Public Toilet Map, (available on a government website and as an app) which includes over 16,000 publicly available toilets across the country. The Map also includes the Plan a Trip feature, enabling them to enter the start and end point of their journey and get a list of toilets along the way. Specific information is provided about each toilet on the map (or route), such as opening hours, if it is male, female or unisex, is wheelchair accessible, has showers, change tables, or safe drinking water, etc.

australia-toilette-map

Source: Department of Health, Australian Government

Toilets Worth Stopping For

They create a buzz because of their unique design or the view users can enjoy. Some are even attractions in their own right, as is the case for Lausanne’s transparent toilet. Inspired by the popularity of reality TV shows, the cubicle’s glass becomes opaque when the user pushes a button to lock the door.

toilette-transparente-suisse

Image: Glass Concept

Monica Bonvicini’s work, entitled Don’t Miss a Sec, is a toilet housed in a one-way, mirrored glass cube located on a busy London sidewalk, where the users are invisible but can see everything – and everyone! – around them.

toilette-publique-miroirSource: The Green Head

Two architect-designed restrooms (one for each gender), built with organically shaped pieces of wood, has put the tiny Colorado town of Minturn on the map. In homage to the town’s mining history, the wooden slats are designed to look like a mine entrance.

toilette-publique-designSource: Curbed Ski

The minimalist design of the toilets at Stegastein Viewpoint resembles the lookout platform itself, which provides a spectacular view of the Norwegian fjord. The same breathtaking view can be seen from inside the toilets, which jut out slightly over the cliff edge, creating a dramatic effect.

toilette-vue-fjord

Source: ArchDaily

Benefitting from Natural Processes

Chemical toilets are usually the go-to solution for large-scale events. The Australian company Natural Event provides waterless, odour-free, eco-friendly toilet solutions that use wood chips for on-site composting of toilet deposits.

toilette-festival-ecologique

Source: Natural Event

Québec-based Darcom Innovations also offers mobile “comfort stations” with a small ecological footprint. The toilets are built inside repurposed shipping containers and use coconut bark to recycle the wastewater.

toilette-conteneur-ecologique

Source: Darcom Innovations

It’s only natural that washrooms in Helsinki’s airport should have a nature-themed décor; after all, the outdoors is Finland’s country brand. But airport managers decided adding sound effects to the visuals would create a pleasant ambiance for users, so they pipe in birdsong. Audio experts claim that birdsong is both relaxing and reassuring, and makes it easier for people to focus. The following short video provides a preview:

The All-Important Public Toilet

A simple visit to the humble toilet can provide a positive experience that can improve a traveller’s stay. Some toilets are even listed on TripAdvisor. Others, such as the astonishingly luxurious toilet in a Philippine gas station, have gone around the world on YouTube after a video was posted there by a delighted traveller. Lonely Planet has jumped on the bandwagon, publishing Toilets: A Spotter’s Guide that focuses exclusively on “lavish lavatories and outstanding outhouses”. As tourism organizations leverage their products and attractions, they must be careful not to neglect basic services.

 

Image à la une: Pixabay

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Products and activities

Enhancing Destinations through Repurposed Locations

reconversion-sites-usine

Launched in 2006 by the European Commission, the EDEN (or European Destinations of ExcelleNce) competition rewards “emerging, original and sometimes lesser-known tourist destinations whose stakeholders are working to implement strategies that successfully combine economic growth and sustainable development.” Europe has 140 winners and nearly 400 honourable mentions so far. Here are some inspiring examples in the Tourism and Regeneration of Physical Sites category.

Bringing Industrial Heritage Sites into the 21st Century

Roubaix (France) 

Located 15 km northeast of Lille near the Belgian border, Roubaix was first synonymous with wool-working (in the 19th century) and then with the textile industry (in the 20th century). Over the years, the town’s industrial landscape has gradually been transformed into a cultural one, with theatres, artists’ studios, creative centres and museums. For instance, since 1993, the town’s former cotton mill is home to the Archives Nationales du Monde du Travail, or Labour Archives; and a museum of memory and textile design, La Manufacture, is housed in a former weaving workshop. The museum traces the textile industry’s history in northern France and provides insights into the workers’ living and working conditions.

roubaix-manufacture

Source: La Manufacture

Pécs (Hungary) 

Several abandoned industrial and cultural sites in Pécs, a town in southern Hungary near the Croatian border, have been repurposed and now have a completely different function. The biggest transformation is that of the well-known Zsolnay porcelain factory, now the centre of a thriving arts and culture district. While the old factory still produces porcelain, there are also exhibition and presentation spaces, an information centre for cultural events, numerous cafés, a planetarium, a children’s theatre and many other facilities. Zsolnay’s new cultural district receives more than 200,000 visitors every year.

 Żyrardów (Poland) 

Żyrardów, located 45 minutes from Warsaw, was once one of the great linen producing cities in Europe, and the factory workers had their own “village” in the city centre. This carefully restored settlement features a factory-museum, and the former spinning plants have been transformed into apartments, restaurants and stores, complete with original architectural details. 

Preserving and Enhancing Heritage Buildings

Marche-en-Famenne is a town in the Wallonia region, near Brussels. The town includes many restored sites, including:

  • Juniesse Tower, the only remaining section of the city’s medieval fortifications, how houses the permanent exhibition of an International School of Violin Making;
  • Jadot House has been made over in to the Famenne Museum;
  • Van der Straten Castle is now the Town Hall;
  • The old Corn Exchange is now a restaurant;
  • Hassonville Castle and the former Jesuit College have been turned into hotels.

tour-juniesse

JJuniesse Tower

Transforming Mining Towns

Located in the southwestern region of Sardinia, the town of Montevecchio has created an ecomuseum in one of Italy’s oldest mining sites. Now restored, the site has become a major heritage centre providing visitors with unique insights into this aspect of Sardinia’s industrial history. The town in general, and the museum in particular, highlight local crafts, the mines’ history and traditional local food. A special cultural tour is offered that combines the town’s different attractions: mines, rural arts and crafts, local traditions and country homes. This integrated approach to showcasing the town’s history has made it a significant tourist attraction.

montevecchio-mine Source: miniera di montevecchio

A UNESCO World Heritage Site, Idrija was once the location of the second largest mercury mine in the world. Anthony’s Shaft, the oldest part of the mine, has been converted into a living museum as part of efforts to develop local tourism and preserve the mine’s heritage. The initiative has boosted the amount of tourism-related infrastructure in this traditional rural Slovenian community. In addition to the mine, the city’s intangible cultural heritage includes Gewerkenegg Castle and its museum, the Idrija Lace School, the annual Lace Festival, and the town’s žlikrofi (Slovenian-style ravioli) makers.

mine-idrija

Source: Visit Idrija

Resident Restoration

The gateway to Austria’s Nockberge National Park, Gmünd is a fortified historic town described by its residents as an artists’ city. The major renovations it underwent nevertheless managed to preserve the town’s ambiance and protect its historic structures. Thanks to the community’s innovative initiatives, fifteen medieval buildings have been carefully restored and transformed into artistic, cultural green spaces that can house the works of local and international master craftsmen, artists and sculptors. The town’s administration has worked with different cultural and marketing networks to strengthen the local economy and improve the quality of life for residents and visitors.

These converted sites provide visitors with unique opportunities to experience local culture and traditions and create unforgettable memories in destinations that are off the beaten tourist track.

 

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Products and activities

Successful events now rely on getting the participants involved

Engagez participants evenements

The Tourism Intelligence Network was asked to give a workshop at the Salon de L’Organisateur, put on as part of the SATQ-FEQ conference on Quebec festivals, events and tourist attractions, held November 8, 2016. The workshop title was Rethinking Your Business Meetings (Réinventez vos réunions d’affaires). The information below was presented in the section on delegate engagement.

Actively engage with your participants

Getting participants involved in your event means actively engaging with them. Today’s delegates are no longer interested in one-way communication; they want to share their ideas rather than listen passively, so you need to start thinking about them as active participants rather than passive spectators. Ideally, events should offer 10- to 15-minute mini-conferences and small group sessions, both of which are conducive to knowledge and skills sharing. These should be interspersed with group work to help the audience stay focussed. Physical activity not only improves participants’ health and well-being, it can also enhance learning, help people clarify their goals, stay awake, connect with other participants, and simply have fun.

EMEC participation active

Source : EMEC

Engage with them on social networks

Prior to the event, use social media to announce or solicit participant feedback on the line-up of events, sell advance tickets, and give special discounts or rewards. 

Create a hashtag 

Choose a hashtag and get the word out to your participants. It should be short, relevant and available (i.e., make sure it is not already being used). Share it on your social networks and encourage your participants to use it when posting photos on Instagram or tweeting on Twitter. You can also help them share information with a “Tweet this” link or button. Frontwall – which includes all the photos, comments, shares, etc. using the same hashtag from all social networks – is your new best friend, as it will generate and maintain excitement about your meeting or event. Remember to use your influencers before, during and even after the event. Ask them to use your hashtag on their own networks to provide your event with additional visibility.

successfull_meeting

Source: Successful Meetings

Say it with games 

Why not encourage your participants to connect with you on social networks through games?

Once you have established your event’s purpose, decide how a game could help you achieve it. If your event is a trade show, you could organize a scavenger hunt and ask participants to share their discoveries on Instagram or Twitter. Or, how about a quiz? Participants can collect stamps by correctly answering questions about the exhibitors; the person with the most stamps wins!

Another winning strategy is to hold a photo contest as part of your networking event, where the person who takes a group selfie with the most people wins a prize. This is a terrific ice-breaker and will create great memories for all involved. Yet another way to get them talking to each other is by rewarding the participant who collects the most business cards. The possibilities of gamification are endless.

Say it with technology

New technologies can even promote interactions between people who don’t attend your event. There are many possible ways to do this, including RFID technology, mobile applications or live streaming on platforms such as YouTube, Livestream or Ustream.

RFID bracelets, such as those from Connect&Go, enable participants to share their experiences, live, with other participants, their colleagues or even their friends on social media. For example, the Just for Laughs Festival recently introduced on-site photo booths and mobile cameras, where users could use RFID technology to digitally record their experiences, share them on social media and enter them in contests and challenges in order to win prizes. On-site photo booths and recording stations, as well websites and mobile apps, are all SMS-enabled.

Source: YouTube

When conference participant badges incorporate RFID technology, organizers can gather real-time data such as:

  • participant information: contact details, interests, career path or any other personal information that is in the public domain;
  • participant movement within the conference venue: what rooms are visited and how much time is spent in each room, etc.

RFID technology enables participants to:

  • exchange virtual business cards;
  • get in touch via text message;
  • create a list of everyone they met.

Mobile applications are also useful ways for participants to meet and talk. The market is currently flooded with apps that aim to maximize your networking results. One of them is Ties, an app that has been tested in events of 100 to 200 people. People sign up with their LinkedIn account, add the events they are interested in attending to their profile, and specify whom they would like to meet. Once at the event, they can get in touch via text messaging.

In closing, remember this: reducing the number of programmed events and creating space for conversation is a sure-fire way to generate engagement.

Source de l’image à la une: Pixabay

 

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Distribution networks Products and activities

The challenges of the online tours and activities market

reservation_activites_en_ligne

Nowadays, tourists reserve flights and hotel rooms online without a second thought. However, a trip involves much more than these two elements, as it also includes everything you do once you reach your destination. The market for tours and activities is huge: according to studies cited by business intelligence platform Skift, overall spending on such activities reaches somewhere between US$100 and $200 billion. In terms of online penetration, however, the share of tours and activities booked online is much smaller than that of hotels and flights.

The primary reasons behind this low online sales volume are the following:

  • The huge tours and activities market is fragmented.
  • Few tours and activities providers have adopted technology.
  • Major players in the distribution network have, until now, paid little attention to the sector.

Changing times

Things are starting to change. TripAdvisor bought Viator—the largest player in this market—in 2014, Kayak and Expedia now offer online reservations for tours and activities, and Airbnb is getting into the act by offering the option of purchasing activities provided by individuals. Booking is also starting to offer the service. At the same time, sites that encourage tours and activities businesses to upload their inventory and the use of geolocation enable travellers to find nearby activities without a middleman. Startups are appearing; numerous sites and applications offer to digitally connect consumers and suppliers of activities. In addition, some tour operators are now promoting their products to both tourists and locals. In other words, a small revolution is brewing. However, the realities facing most of these stakeholders bring their own set of challenges.

reservation_activites_en_ligne_airbnb

Source: Airbnb

For more information, see Activités touristiques : la distribution en ligne s’organise.

Challenge #1: A collection of heterogeneous sectors

Tours and activities do not make up a distinct industry sector. In fact, this umbrella term covers a number of different sectors. The table below summarizes this complex market.

board_activities_booked_online

Source: PhoCusWright, 2016

All the businesses supplying the activities in the preceding table have very different cultures and modes of operation. On many Websites, these sectors are randomly thrown together in a section called « Things to do. » The tours and activities market is very fragmented; TripAdvisor alone lists over 650,000 attractions and experiences.

Flights, hotel rooms and car rentals are presented in such a way that consumers can make comparisons and select products to suit their needs. This is not the case for tours and activities, as each individual product has its own special features.

Challenge #2: The disconnect between online presence and traveller behaviour

There is a very « long tail » of small suppliers: the sector has a few major companies and thousands of little ones. There is a world of difference between an amusement park and an agri-tourism business. The majority of suppliers generate modest revenues and therefore cannot afford to devote major sums to online marketing and merchandising. According to a PhoCusWright study, 82% of all reservations are made offline (by phone, email, fax). For its part, Skift estimates that four out of ten tour operators do not sell their products online and many do not even have a Website. In addition to being heterogeneous, the tours and activities sector does not have an extensive online presence, making it difficult for consumers to make comparisons and then select options.

The fact that few businesses offering tours and activities have adopted new technology poses a real challenge, given that consumers increasingly rely on mobile devices to find activities when travelling. In fact, many travellers look for things to do in the surrounding area and seek information about the day’s events (see our articles on planning and reservation behaviours). While they do some general research on tours and activities before travelling, they do not make specific plans. Decisions and purchases are primarily made at the destination, which is why it is important to have an online presence, be listed on popular sites and, ideally, offer the option of quick and simple reservations. According to Philippe Fabry, writing on the etourisme.info blog, activity organizers must start making it easy for clients to reserve tours and activities while they are travelling.

An opportunity for destination management organizations

Before it’s too late and major players take over the market, as they have for hotel bookings, destination management organizations still have an opportunity to care out a place for themselves in the online tours and activities market. This could be a profitable sphere of activity and some organizations are giving it a try. For example, the Lyon Tourist Office and Convention Bureau has added a module to its Website that enables both tourists and residents to reserve city tours and activities (explore Lyon by boat, on foot, in a double-decker bus or on a Segway) and excursions to the Beaujolais region.

reservation_visites_guidees_en_ligne_lyon

Source: Lyon Tourism and Conventions

In many cases, the process must begin by offering training to tourism businesses and providing support to help them make their products available online. Destinations that already pool tourist information about service providers are ahead of the curve.

The online sale of tours and activities is still a largely untapped market. However, its potential is so great that it will be developed, one way or another.

Image on first page: Pexels.com

 

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Marketing @en Products and activities

Innovative promotions from the events industry

A best practices benchmarking study of the festivals and events industry carried out by the Transat Chair in Tourism for Festival et Événements Québec and several other partners highlights initiatives in various facets of the events industry. Here are some examples of these practices in the fields of promotion, product development and customer experience.

Film

Video is a powerful media, especially when it comes to promoting an intangible product. Festivals understand this. Tomorrowland, the Belgian electronic music festival, creates a half hour film to recap each year’s edition. The 2012 Official Aftermovie has been viewed nearly 16 million times. This video is featured on the Tomorrowland website’s home page.

Source: Tomorrowland.com

Think social media

In addition to video, the Wanderlust yoga festival has developed several tools to promote its events. Organizers provide models for social media status updates to encourage participants to share information and message templates for yoga teachers who would like to invite their students (see example below).

CB_bonnes_pratiques_festivals_image_2

Source: Wanderlust.com

On top of its official account, which organizers use to publish festival news, the Glastonbury Festival of Contemporary Performing Arts created the @Glastoinfo Twitter account specifically to act as an information centre. During the festival, authorized users of this account answer questions from festival-goers from 8:00 am to 11:30 pm.

For the 2014 edition of the Tomorrowland festival, organizers linked attendees’ RFID bracelets to Facebook to help them make new contacts. When two festival-goers in the same vicinity pressed a button on their wristbands at the same time, they were each sent a Facebook friend request.

Go off-site

The Nashville airport is promoting Bonnaroo by featuring works of art inspired by the music festival.

CB_bonnes_pratiques_festivals_image_3

Taking place in late February, the Glasgow Film Festival in October presents free screenings of movie classics in shopping centres or department stores. During the festival itself, films are also screened in unusual places, like the subway and Glasgow Cathedral.

The Bluesfest in Ottawa has joined forces with its neighbour, the Canadian War Museum, for the display of festival posters. During the Bluesfest, the Museum’s lobby walls are decorated with an array of posters from past years.

Engage the community

The Reebok Spartan Race and the Festival IF3 have put together teams of ambassadors who work to publicize the events and encourage people to register. The Spartan Race Street Team will be made up of over 5000 members around the globe. The more people these team members sign up for the race, the more rewards they receive, like products, coupons or free admission.

Bluesfest organizers have also set up an advisory committee of some fifteen high school and university students to better identify their interests and ways to reach this public.

Since 1980, the Edinburgh Festival Fringe has organized a competition inviting young people ages 5 to 16 to create the official festival poster.

CB_bonnes_pratiques_festivals_image_4

Source: edfringe.com

For its events in Montreal and Quebec City, the IF3 International Freeski Film Festival holds a contest inviting local amateur filmmakers to create  an urban skiing video and present it at the festival.

Improve your product

Events must renew their product offerings to maintain their momentum, stay competitive and encourage return visitors. At the Melbourne Food and Wine Festival, a temporary structure featuring the theme of water was set up on the banks of the Yarra River. A three-storey space with an open kitchen, floating bar and rain garden, the Immersery – Festival Kitchen, Bar & Raingarden was the centrepiece of the 2014 edition.

CB_bonnes_pratiques_festivals_image_5

Source: Archello.com

The Reykjavik Winter Lights Festival  has featured Pool Night since 2012. Five pools and a spa offer an evening of swimming with a light show, music and various activities.

The 2014 edition of the Glasgow Film Festival included Street Food Cinema, which offered the public an opportunity to enjoy dishes associated with the film being screened.

CB_bonnes_pratiques_festivals_image_6

Source: Glasgow Film Festival

Customize

The events industry has not escaped the trend of increasingly personalized service. The National Arts Festival in Grahamstown, South Africa, and the South by Southwest (SXSW) multimedia happening in Austin, Texas, have both created customizable areas on their websites, where attendees can create a list of favourites, plan their schedule and manage their loyalty program.

This is also true of the Festival d’Avignon and Lollapalooza music festival websites, the latter of which features the « My Lolla » zone that enables users to create their own festival page with their favourite artists, custom lineup and the type of information they wish to receive. They can then share their choices on social media.

CB_bonnes_pratiques_festivals_image_7

Source: Lollapalooza

Get inspired

Festivals and events follow and adopt the trends that best suit their themes and target customer segments. The events studied are constantly evolving and demonstrate truly inspiring energy and creativity.

 

Analysis written in co-operation with Caroline Lévesque

 

Image on first page: © Minnie Roe, The Edinburgh Festival Fringe

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Customer segments Products and activities

Generation Y, the new face of business travel

Why take an interest in the business travel of Generation Y?

First of all, because of the potential: Millennials currently make up about one-third of all passengers on business flights in the United States and their share should rise to 50% by the year 2020, while that of Baby Boomers will drop to 11%.

Secondly, they spend more on travel than members of other generations, according to a survey by Boston Consulting Group. When travelling for business, they indulge in extras: they frequently make last-minute reservations, opt for refundable tickets, change their seat for one with more legroom, make changes to their itinerary, and splurge on high-end meals or onboard Wi-Fi, all of which leads to higher-than-average business travel expenditures.

Booking and planning travel

Spontaneity and connectivity are the hallmarks of Gen Y business travellers, so mobile devices are crucial: nearly one third (32%) of Millennials use smartphones to book travel while 20% use tablets, compared to just 12% of business travellers over 45. They are also much more likely than their elders to use mobile devices to enhance their travel experience: nearly three-quarters of them have travel apps on their smartphones.

for Gen Y, meetings have seven possible purposes: celebrate, decide, educate, ideate, network, produce and promote

To satisfy this demanding clientele, the Marriott chain has introduced an innovative concept that reinvents how meetings are planned. Meetings Imagined is a very visual, social site that offers expert advice, information on the latest trends in the world of event planning and hundreds of inspiring photos to stimulate creativity. Users of the site can work with the hotels to design customized experiences or browse the ideas proposed by participating hotels. They can also post their favourite images on social media sites like Facebook and Pinterest. The concept was the result of research showing that, for Gen Y, meetings have seven possible purposes: celebrate, decide, educate, ideate, network, produce and promote. So instead of concentrating solely on dates, rates and floor plans, the Meetings Imagined approach focusses on the specific purpose of the meeting to create and design a more personal experience.

CN_Affaires_Millenials_image1

The importance of social networks

The majority (80%) of young business travellers attach considerable importance to online reviews when planning travel. They are also much more likely to post a negative online review of a hotel, restaurant or mode of transport (airline, public transit, taxi or rental car): 26% of those 34 and under said they had done so in the last year, compared to 14% of their older peers. Hotels were the most popular subjects of negative reviews from US business travellers, just ahead of restaurants.

The popularity of « bleisure » travel

The line between business and leisure is become increasingly blurred, particularly among young people. According to a survey conducted by the Hilton Garden Inn chain, 84% of Gen Y business travellers are willing to extend a business trip to take in a few days of leisure, a much higher number than their older peers. Furthermore, 65% said that exploring a new city was the best part of a business trip.

Are Gen Y travellers loyal?

although inclined to join loyalty programs, they do not actually show a lot of brand loyalty

Young business travellers are more likely to join loyalty programs: half of them take such programs into account when booking flights (48%) and hotels (51%), compared to a third of travellers ages 46-65 (31% and 30%, respectively). That being said, although inclined to join loyalty programs, they do not actually show a lot of brand loyalty. In fact, they are less brand loyal than their elders and more apt to switch from one airline or hotel chain to another if they believe the loyalty program is better for them. In fact, Gen Y business travellers do not seek the same program benefits as their colleagues. For example, they are more likely to use airline miles and points on free or discounted travel rather than on upgrades.

Youth hostels, an interesting alternative to traditional hotels

Youth hostels are becoming more popular among hip young business travellers – especially those on a tight budget – who don’t want to spend an entire evening alone in their room. Generator Hostels is one such chain: on certain days of the week, particularly during the off-season, nearly 20% of its guests are young business travellers.  Another example is the Fusion in Prague, which is both a hotel and youth hostel. It offers individual standard rooms and dormitory-style accommodations, as well as non-traditional meeting spaces like its 360° Lounge Bar and Playroom, which features over-sized seating attached to the wall that can also be folded up and out of the way. In addition, its social media presence enables business travellers to meet other guests with similar interests, even before their arrival.

CN_Affaires_Millenials_image2

Young business travellers are still in the process of trying out different brands to determine what appeals to them most and best corresponds to their life style and travel habits. It is the ideal time for hotels, restaurants and other tourism stakeholders to listen to them and try to meet their expectations for they are the travellers of today… and tomorrow!

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Products and activities

Enhancing the St. Lawrence using culture and design

Tilman Latz, a German landscape architect and urban planner, enjoys the energy of the Old Port of Montreal, where old grain elevators stand alongside housing and recreational facilities. Alexander Reford, Director of the Reford Gardens, feels that the maritime landscape in the Gaspé is rather empty and could use more ambiance and boating activities. Daniel Blier, Executive Director of Parc Jean-Drapeau, wants visitors to be able to roll up their pants and put their feet in the water, like they now can in New York and Lyon. These are just a few examples of the many ideas and projects shared during Tourism + Landscape, the Annual Congress of the Quebec Association of Landscape Architects (AAPQ), held in Montreal on April 4-5, 2014.

No shortage of projects

The quay

A floating event space will be created on the Lachine Canal this spring. Measuring 24 by 11 metres, the venue will be suitable for various types of events: outdoor movie screenings, concerts and receptions for up to 200 people. Project developer Simon Lebrun hopes to make the structure a permanent feature that could be moved anywhere within the Lachine Canal, according to the client’s needs. Mr. Lebrun is also the founder of Heritage Maritime Canada, an organization devoted to promoting marine heritage, as well as the organizer of the Bota Bota Montreal Ice Canoe Challenge and other festive events in the Old Port.

CB_Fleuve_en_valeur_image1

© Simon Lebrun

Island trail

On the Magdalen Islands, the firm of Bourgeois/Lechasseur Architectes has created structures inspired by the sea and the islands to showcase the archipelago. The Place des gens de mer, on Cap-aux-Meules, marks the beginning of an island trail comprising 12 outdoor sites. Constructed on the site of an old fish processing plant, a symbol of an iconic local industry, this public plaza is the starting point for exploring all the islands. Authorities also hope to make it a popular gathering place. It will host the farmer’s market and the future seamen’s memorial. Access corridors have also been created to connect the centre of town with the coastal trail.

CB_Fleuve_en_valeur_image_2

© bourgeoislechasseur.com

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© bourgeoislechasseur.com

Plan Bleu Vert (blue-green plan)

The Rivière-des-Prairies–Pointe-aux-Trembles borough has adopted a « blue-green plan » to showcase its waterfront. According to its mayor, Chantal Rouleau, it is important to change the image of east-end Montreal by making the most of its location on the shores of the St. Lawrence and Des Prairies rivers. The plan includes a project to create « windows » or openings overlooking the rivers every 500 metres and sites with public access to the water. The mayor noted that 24 dead-end streets could very well offer vistas of the water. It will not require much: remove some concrete blocks, do a little weeding and install some street furniture.

The borough launched a design competition for the Plage de l’Est, which is also a key element in the blue-green plan. The firms Ruccolo + Faubert Architectes and Ni conception architecture de paysage came up with the winning proposal, a universally accessible site that provides visitors with a special connection to the St. Lawrence River.

laplagedel_est

Plage de l’Est project – © Ruccolo + Faubert Architectes & Ni conception architecture paysage

Inspiration from elsewhere

Estuary

Jean Blaise, Director of the organization Le Voyage à Nantes, noted that the city of Nantes leverages heritage and culture to enhance its attractiveness. To better underscore the connection between the city and its neighbour, Saint-Nazaire, Nantes invited artists to interpret the landscape along the banks of the 60-kilometre estuary flowing between them. The permanent collection is made up of 29 works forming a trail along the Loire that is open to visitors year-round. Each creation focusses on an unusual or noteworthy site in the area. The images below illustrate some works from the Estuary project’s permanent exhibition.

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© Bernard Renoux – « La Maison dans la Loire » by Jean-Luc Courcoult

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 © Nautilus Nantes – « Nymphéa » by Ange Leccia

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© Bernard Renoux – « The Settlers » by Sarah Sze     

Brooklyn Bridge Park

In the past decade, the post-industrial wasteland of this East River waterfront area has been transformed into an exceptional urban park with elements connecting the city to the river, such as a kayak launch. In addition to spectacular views of Manhattan, Brooklyn Bridge Park offers a wide variety of programs, outdoor recreational facilities and venues for major events along more than two kilometres of riverfront. The park’s diverse facilities and integrated industrial heritage have earned a number of awards for Michael Van Valkenburgh Associates, Inc., designer of the long-term project’s master plan.

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© Michael Van Valkenburgh Associates, Inc.

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© Michael Van Valkenburgh Associates, Inc.

Many other inspiring projects were discussed at the AAPQ’s Annual Congress. The combination of creative Quebec professionals and foreign sources of inspiration generated ideas that could support the strategy developed by Tourisme Québec and its many partners to raise the profile of the St. Lawrence. To achieve its mission, this strategy requires a multidisciplinary approach and, above all, the support of local communities.

 

Image on first page:  © Simon Lebrun

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Products and activities

Enhance your product with dynamic nature interpretation activities

A perfect blend of entertainment and education, this technique is a powerful tool for helping visitors learn about an area. It triggers a response by playing on people’s emotional connection to nature. The education programs available today are constantly evolving.

A growing demand

Nature tourists seek sensory experiences. A study entitled Adventure Tourism Market Study 2013, published jointly by the Adventure Travel Trade Association and George Washington University, shows that adventure tourists look for travel experiences involving interaction with culture and nature.

How can interpretation affect the visitor experience?

Every park and organization has a message to deliver and, if this message is framed properly, interpretation can improve not only the visitor experience, but also the image of the destination management organization or agency. In places with the dual mission of welcoming the public and preserving the site, nature education has a very important role to play. A scientific interpretation of the environment can transform certain visitor perceptions and raise awareness of new concerns. The Mingan Island Cetacean Study Research Station, the Hands Up Holidays travel agency in Slovakia and the ExplorAysén tour operators association in Patagonia offer the public opportunities to take part in research sessions and interpretation tours in places of particular interest or with special features. This type of activity also guarantees a more dynamic visit and group interactions.

Suggestions for adding this type of activity to your products

Visitor expectations have changed: travellers want to do more than simply enjoy the scenery; they want to participate, have experiences and truly understand what they’re seeing.

Since « what to learn » is closely connected to « how to learn, » effective interpretation activities help visitors relate the information they are given to what they already know. Four aspects must be kept in mind when deciding how to approach the content:

  • It must be fun, to encourage tourists to participate in activities.
  • It must be relevant and provide clear information on the product in question.
  • It must be organized and structured to guide visitors throughout the program.
  • It must be linked to a theme and deliver a strong message so visitors do not forget what they have learned when they get home.

In fact, unless nature itself imposes a theme, it is a good idea to select a specific theme to generate client interest. Here are some examples: literary walks in Poitou-Charentes, guided night tours while snowshoeing in Quebec, mountain biking in the Alps or kayaking in Puerto Rico, tours combining observation and photography in Spain, animal tracking, role-playing, culinary tours in Florence, guided walking tours, the glass trail in Finland, a wild mushroom workshop at Au Diable Vert and edible forest plants in New Brunswick.

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Source: Alpes du Léman

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Source: Photographic services in Val d’Aran, Spain

Numerous elements can be highlighted, such as the site’s general characteristics (geography, ecosystems, climate, etc.), flora (plant variety, special features of trees, etc.), wildlife (animals specific to the area, rare species, nocturnal species, etc.) or the region’s history. Interpretation activities help individuals better understand their environment. When a destination relates what visitors learn to what they see or experience directly in the area, visitors become more aware, conscientious and act more responsibly.

For managers, it is important to provide just the right amount of information and find effective delivery methods. Some basic tips:

  • Become familiar with your clients’ expectations and adapt the information according to the context.
  • Find your own interpretation and facilitation style (pedagogy, listening skills and communication techniques).
  • Ask questions and enhance your own knowledge to provide high-quality, accurate information.
  • Organize the activity around points of interest (a vista point, peat bog, wetland, observation site, etc.).

Creative, original and stimulating activities

Explanatory panels, an interactive multimedia environment, a guide/interpreter or naturalist, brochures, videos, photos, geocaching and themed tours are all good ways to create a stimulating environment for your clients to learn and discover.

In particular, there is growing interest in using technological tools out in nature, which has the advantage of making information more accessible and getting beyond traditional sightseeing tours, even if these tools sometimes seem intrusive. The Park Path Explorer  by Sépaq, the Vendée Vélo application on the Escapado Web portal in Provence and the iNature Trail in Florida are excellent examples of this.

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Source: iNature Trail, Florida

Other destinations invest in innovative facilities and physical media like the concept of the underwater trail in Port-Cros National Park or Croatia, canoe trails with an audioguide in Obalski Park or panels in the Everglades, adapted routes like the interpretative tables and models set up in the Pyrénées National Park for visually-impaired or physically disabled visitors (watch the video), or tours in electric vehicles, like the biotrain at the Quebec Centre de la Biodiversité.

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Source: Port-Cros National Park

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Source: Lucy Wilcox Claiborne

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Source: Parcs nationaux de France

To raise the awareness of future generations or target children, one must use a variety of approaches to increase attention and participation. Some ways to do this are outdoor shows, treasure hunts, finding the answers to riddles or telling stories and legends. The Marais Poitevin nature reserve, Yellowstone National Park and Canada’s Terra-Nova National Park all offer programs designed especially for children.

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Source: Jérôme Chevereau, Marais Poitevin nature reserve

Touch, see, smell, taste, and hear: Awaken all five senses

Create multisensory environments with interactive situations that offer a wealth of opportunities for discussion. Listen to your clients, appeal to their emotions! Tell them stories! Interpretation activities can transform your product and help it become a driver of regional dynamism.

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Products and activities

Industrial heritage gets a new lease on life

Usually located near urban centres, industrial wastelands often cover large areas and, once converted, they create space for a multitude of activities. Recreation areas, shops, restaurants, art galleries and museums are just a few examples of facilities that can appeal to a variety of clienteles. Some cities have found innovative ways to revitalize their industrial areas for the enjoyment of both locals and tourists. Conversion initiatives like this are breathing new life into industrial heritage and are part of the trend towards sustainable development.

Germany: A pioneer in developing industrial heritage

Rather than abandon obsolete relics of mining, the government opted to transform several selected sites into cultural attractions

Germany and the Ruhr region have led the way in reinventing old industrial infrastructures as cultural attractions. In 2010, their efforts culminated in the selection of the Ruhr as a European Capital of Culture, the first time a region was so recognized. Rather than abandon obsolete relics of mining, the government opted to transform several selected sites into cultural attractions. For example, one of the largest gasometers in the world was converted into exhibition space. A former mill in Duisburg now houses a contemporary art collection, while the blast furnaces of Duisburg-Nord have become a landscaped park with a climbing wall, bike paths and an evening light show. The list of conversion projects is endless: mine waste has been rehabilitated and shaped into a ski run, another gasometer is a diving centre and an abandoned mine shaft hosts an indoor skydiving club.

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Zollverein: A wealth of activities

Beginning in 1990, the Zollverein coal mine industrial complex (covering 100 hectares) was converted into a multifunctional centre for the arts, culture, creative businesses and recreational tourism activities. Since then the site has been designated a UNESCO World Heritage Site and now attracts nearly one million visitors annually.

There is a swimming pool in the centre of the plant’s metal infrastructure and hiking and biking trails surround the former mine. A Ferris wheel anchored in the middle of one of the old coke ovens soars over the buildings, offering an unobstructed view of this World Heritage Site and its organization. During the winter, a 150-metre skating rink runs alongside.

The Zollverein discovery trail runs through a mine left in its original state. Guided tours introduce visitors to the coal extraction process, which is illustrated with the help of models, short films, interactive museum technology and a soundtrack. In the evening, a light show illuminates the buildings.

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In addition to these recreational tourism activities, Zollverein is a centre for culture. From jazz to pop, the site has hosted more than 160 concerts since 1997 and is now encouraging the development of dance, theatre, visual arts and the performing arts. It is also the home of the Red Dot Design Museum, which is one of the largest exhibition centres for contemporary design. The site also caters to culinary enthusiasts, offering several restaurants and cafés. One of these establishments pays homage to the history of the place, offering meals typical of those eaten by mine workers during their breaks.

Spotlight on local products

Steps from downtown Toronto, a former whisky distillery has become one of the largest pedestrian-only areas dedicated to the arts, culture and entertainment. Open since 2003, the Distillery Historic District is home to cafés, world-class art galleries, high-end restaurants, theatres and some of the hottest designer boutiques in the city. During the summer, the area is alive with activities like music and art festivals, farmers’ markets, beer tasting events, etc. The site also hosts over forty businesses: design firms, advertising agencies, film production companies, all inspired by the industrial décor of the former plant. The Distillery does not allow any national brands or chain stores; visitors can enjoy a uniquely Toronto cultural experience.

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Former grain silos become towers for ice climbing

Industrial conversions are not found only in urban areas

Industrial conversions are not found only in urban areas. In Cedar Falls, Iowa, abandoned grain silos have been transformed into walls eight-storeys high for ice climbing. Thanks to a system of pipes attached to the top of the silos, water runs down the side, freezing and creating a wall of ice whose form varies according to weather and wind conditions. Beginners and experts alike can perfect their skills as they make use of these repurposed monuments of agricultural heritage.

Many communities of all sizes have vestiges of an industrial past that could be exploited. The fate of Old Montreal’s Silo #5 and the Canada Malting plant along the Lachine Canal remains uncertain. Industrial sites like these have the potential to become real attractions for both locals and tourists, while preserving the destination’s landscape, history and architecture. What do you think should be done for the industrial heritage of your city?

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Products and activities Transportation

Get off the beaten path with electric vehicles!

The use of electric modes of transportation in outdoor destinations essentially addresses four objectives closely tied to current tourism trends:

  1. Reduce greenhouse gas emissions: More and more, people want their travel experiences to include environmentally friendly activities.
  2. Improve accessibility for people with reduced mobility: According to Kéroul, the travel market for people with limited physical ability represents 15% of the Quebec population and will grow in the coming years, due to the aging population (see also: Examples of best practices for improving accessibility).
  3. Increase access to areas with no vehicular traffic or that require visitors to be in top shape: Tourists are demonstrating a growing interest in bicycle touring. However, the steep mountainous terrain of certain areas can be a barrier to soft adventure enthusiasts.
  4. Develop original, innovative, unique tourist products: To diversify their activities and stand out from the competition, some destinations are investing in models from the rapidly evolving electric vehicle industry. These innovative products can help generate word of mouth about the destination.

Here are several examples of how tourism businesses use these electric vehicles out in nature.

The electric bicycle

Already a fixture in some urban centres, the electric bicycle (e-bike) is increasingly popular in natural environments. Equipped with an electric battery and a small motor, it lets users select their desired level of assistance, according to their needs. While the primary advantage of this device is to reduce the physical effort of biking, it is also quiet, environmentally friendly, and an incentive to engage in outdoor activities.

In the Mont Blanc mountain range, four resorts have organized thematic routes for electric touring bikes that cover places of cultural interest or explore the region’s mountainous landscapes and villages. Along with the bike, renters receive a « road book » that offers an overview of the itineraries available. In addition, tourists can download the eRando application, which provides informative content about the primary areas of interest located along the way. If they wish, clients can also be accompanied by a guide.

Vélo Électrique de Randonnée dans le Val d'Arly

Source: Val d’Arly, Mont-Blanc, ©Val d’Arly Tourist Office

The all-terrain Segway!

The Segway X2 was designed and developed for off-road and forest trails. After taking a short training session, tourists at some destinations can take a forest tour aboard this unusual zero-emission vehicle. For example, Blue Mountain Resort in Ontario offers guided Segway tours along the top of the Niagara Escarpment. Other North American destinations offer similar tours, like Camelbeach Waterpark in Pennsylvania and Snowshoe Mountain, a resort in West Virginia.

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Source: Snowshoe Mountain, West Virginia, ©Philip Duncan

As part of its environmental management program, Sépaq is increasingly turning to electric vehicles in its parks. For example, Station touristique Duchesnay, located in the Quebec City area, has purchased a dozen Segway XTs to offer its visitors guided nature hikes.

ATV, safari and heritage?

Located in Montebello, Camp Explora offers couples and families a « mystery safari » experience aboard an electric ATV. Equipped with an iPad, participants and their co-pilots roam through the woods in search of clues to solve riddles and uncover the secrets of the lost club of Montebello. This green activity is quiet, enabling participants to observe the area’s flora and fauna; at the same time, it encourages visitors to explore local heritage sites. Available summer and winter, this innovative experience offers access to areas that are difficult to reach using other modes of transportation.

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Source: Camp Explora

Adapted vehicles for people with reduced mobility

Developed primarily for people with reduced mobility, electric 4×4 ATVs can be used to safely and ecologically roam through forests. The French company Mobile Dream, which manufactures this vehicle, designed an adjustable seat that adapts to different body types; the vehicle also includes side supports that enable people with reduced mobility to transfer easily from their wheelchair.

The nature centre run by AF Organization in France has many electric 4x4s for rent. One model is even equipped with tetra grips, which are specifically designed for individuals with more physical limitations. The centre offers guided tours for children, families, the elderly and people with reduced mobility. Itineraries have been created especially for thrill-seekers, nature and heritage lovers, and those wishing to see the sunrise.

Network Carradale, a Scottish tourist centre, rents out electric off-road scooters to enable the elderly and people with reduced mobility to access its forest trails and accompany their families on long hikes.

While destinations look for new ways to make these electric vehicles part of their tourism products, manufacturers continue to innovate. What electric vehicles will we encounter next on the forest trails of Quebec?