What’s your travel forecast for the coming year?
Technology keeps getting better and better, creating easier ways to book rooms. As everyone gets more mobile, small group and individual bookings are last minute. There’s been a real surge in speed with handheld devices and tablets, and we expect it to grow dramatically as prices go down, especially on tablets, and more people use them.

How is the economy changing booking patterns?
There will be continuous and various types of promotions by hotels to convince visitors to book in advance, which allows hotels to be more efficient and plan rates. You’ll see more incentives to make consumers change their behavior. There will be more rate differentiation between those who book and pay in advance, which will include the ability to make changes, and another for last-minute bookings, which won’t include any refunds on cancellation. Rates will also encourage travelers to stay longer.

Does this hold true for meeting space as well?
There’s no question that it applies to meeting space. Meetings and groups are booking short. There will be a push in terms of the negotiation process; rates will be different depending on length of stay and other factors.

What other changes do you expect?
The check-in process is changing due to technology. The front desk will disappear. The long lines when your group arrives at the same time will be eliminated. Consumers are getting used to doing more check-ins themselves. They are self-printing their airplane bordering passes; rental cars have self-check-in devices. There’s an app for room keys, allowing hotel guests to open their room using their phone; you’ll see this expanding, along with consumers selecting their rooms online. They’ll be able to head straight to their room as soon as they arrive. That’s great for travelers and produces cost savings for hotels. Hotels need to interface with entire systems and that is taking longer than in other areas of travels, but it’s on the way.

Do you see hotel rates going up overall?
The economy has been going sideways for an extended period of time. There will be a slow rise in demand [for hotel space] because not a lot is coming on the market. Rates are going up in bigger cities, but are expected to stay the same in second-tier cities and smaller markets. We’ll see increases in 2013, and we are telling travelers to book as far in advance as possible. Hotels won’t be slashing rates at the last minute. Planners, especially, should make plans earlier rather than later.

What’s in your crystal ball?
I see much more personalization. When someone books through the meeting planner’s software program, more preferences will be remembered and responses will be custom tailored to the individual. They’ll be offered rooms with what they want. This gives travelers more confidence that their travel provider knows them. They’re more comfortable working with them.

What about air travel?
The tremendous amount of consolidation means there’s less competition, which means rates will continue to go up. All rules have been tossed out the window. There are no more round-trip rates. Instead of system-wide rules, now it’s airline-to-airline delivering to capacity. Major airlines are becoming like discount carriers. There will be even more creativity in adding additional charges where they can. There are lots of other ways they haven’t gotten around to yet to maximize income. They’ll charge more for an aisle seat or a window seat. You’ll see more marketing…advertising on the backs of seats, on the airport shuttle buses, everywhere. Luxury-type airline travel in this country is a thing of the past. American Airlines going bankrupt means they can now compete and go head-to-head with Southwest, which has more routes as a result of its merger with AirTran. So fewer services, more fees, pricing skirmishes between online sites and airlines. Also, more packaging, which is more popular outside the U.S., with airfare, hotels and cars included in one price. Providers working with net rates can move a lot of product and hide bottom-line pricing.

What incentives are being offered to lure preferred customers?
What they’re doing with business travelers is splitting them up. They’re getting priority in lines, luggage off quicker, extra freebies. Some airlines may do premium seating, but you’ll no longer see the days of a higher percentage of staff to passengers. It’s a pay-for-what-you-get system, like the latest in the car industry—the toll device. It’s another way to charge you for extras.

What are your favorite travel resources?
Obviously, I use getaroom.com and I think kayak.com is a great site. Our big push now is on the vacation rental side for those who need a lot of accommodations. We’re adding things like condo hotels in New York City, as well as studios to three-bedroom apartments. We’re using more flash sales for lodging to excite consumers to take advantage of short-term offers. It’s a way for vendors to push aspirational products, and these opportunities lift the boat for the entire industry.

How does this apply to meeting planners?
If they have attendees who are arriving earlier or staying later, they need resources for them. We have commission-type programs for planners. We put them on a different URL to track bookings and the planner can earn extra inventory.

What frequent flyer advice do you have?
I rarely travel the same airline both ways. You can find better fares and convenient times by using different carriers. I make sure I am a premier member of all clubs, including car rental companies and all hotel groups. I love credit card programs. You get travel bonuses, double miles, triples miles, etc. It becomes a battle the consumer is winning.

What specific advice can you offer meeting planners?
Two things. One, make sure you have a little card in your wallet with your frequent numbers and credit card call-free numbers, so you can easily take it out and see them all—and always make sure you sign up for notifications by cell phone or text so you get important messages. Two, bring food and extra batteries.

What technology tool do you always travel with?
I always take my laptop and my Blackberry for email. I have a spare charger about the size of a credit card with three to four full charges for all my devices. Also, I have a Kindle, which I love especially when I’m with my wife and kids.

What else do you always pack?
An empty plastic bottle, which I fill up with water when I pass security. Who wants to pay $3 for a bottle of water? Two big bags of trail mix, a swimsuit and goggles, shorts and T-shirts and jogging shoes to exercise. The best way to see a city is to jog around.

What do you do to relax?
I work out always. That’s why I  bring my gym clothes.

Travel organizations, hotel companies and destination marketing organizations lauded the president for the speech. In a statement Roger Dow, president and CEO of the U.S. Travel Association, said, “The President’s timing couldn’t be better. U.S. Travel will immediately engage the administration on policies that can benefit our country and all aspects of the travel community. Among our objectives will be for our government to pursue concrete actions to increase international travel, business travel, participation in meetings and conventions, and leisure travel throughout America,” he added.

The president also called for visa reform, which would make it easier for international travelers to enter the country. By executive order, he’s tasked the Departments of State and Homeland Security to interview at least 80 percent of non-immigrant visa applications in three weeks and expand the Visa Waiver Program.

Hotel companies and convention and visitors bureaus also rallied in support of the president’s move. “We’re thrilled with the President’s announcement to augment efforts to reform our visa and entry systems to allow more people to experience the United States,” said Bill Marriott, Marriott International chairman and CEO, in a statement. A study last year by Oxford Economics revealed that visa restrictions kept 116,000 international travelers from attending events in the United States. NYC and Company, the city of New York’s official tourism marketing agency, also issued a statement regarding President Obama’s reforms. It said: “We believe visa reform measures have the ability to create over one million new jobs nationwide and generate billions more in revenue, and applaud the President’s call to accelerate and expand visa issuing and processing in emerging global markets to achieve these goals.” New York City was the nation’s No. 1 tourist destination in 2011 with more than 50 million visitors.

Like New York’s, Las Vegas’ tourism leaders want faster visa processing. “In some instances, there are business people who want to attend important trade shows but the process has made it quite prohibitive,” MGM spokesman Gordon Absher told the Las Vegas Review-Journal. “The announcement today is going to help that.”

1. Engage the whole family.

Planners can engage families of attendees by providing suggested daily activities and scavenger hunts in the host city.

2. Bring eco into the daily dialog.

Incorporate the organization’s green policies into every aspect of the event—from recycled water cups to encouraging attendees to carpool from off-site hotels.

3. Be social.

Engage attendees online by promoting a Twitter hashtag for an event and by providing immediate answers to questions posted on social media outlets.

4. Influence the social masses.

Organizations should be transparent in securing key influencers to endorse events via social media.

5. Offer more language options.

Providing bilingual staff members, websites and directions helps bilingual attendees feel more welcomed.

6. Offer opt-out options.

While interaction with attendees using geolocation-based discounts and coupons is increasing in popularity, it remains important to offer opt-out options for attendees concerned with privacy or who aren’t as tech-savvy.

7. Focus on check-in.

The staff present at the check-in or registration desk remains as important as ever—a greeting from a smiling face puts attendees’ worries at ease before the event even begins.

We want to know what changes you’re making to your meetings and events in 2012. Comment here, or email your ideas to me at lhoppe@collinsonmedia.com.

Taxes
Canada’s Foreign Convention and Tour Incentive Program offers reduced tax incentives for international groups that hold their meetings in the country. For rebate information, requirements and forms go to the Canada Review Agency website.

Passports
Passports are required for any air travel outside the U.S. and its territories. They’re no longer cheap (for adults, $135; for kids under 16, $105), can take up to two months to process, and first-timers must apply in person. For forms and information, go to travel.state.gov/passport.

Mobile Phones
The new iPhone 4S is a world phone. It can be bought from AT&T, Verizon and, for the first time, Sprint. Even if you get your iPhone 4S from Verizon, whose CDMA network is incompatible with the GSM networks used in most other countries, you’ll still be able to make calls overseas, either through Verizon or by inserting another carrier’s SIM card. Whatever mobile phone you use, you should call your wireless provider to make sure it is ready to make and receive calls in a foreign country. You can also check with your carrier for the exact rates in the countries where you’ll be traveling. Calls will be charged on a per-minute basis. For subscribers with U.S. cell phone service, domestic voice, text message or data plans do not apply when traveling in another country. SMS text messaging is typically the cheapest way to communicate with people in the country where you’re traveling and also with people back home in the U.S.

Attendee Info
Create your own international tip sheet for attendees and include with event information.

Online Resources
The State Department posts current travel warnings and alerts on its site at travel.state.gov, which also has passport information. While the customs process has become more streamlined there are still certain restrictions and requirements. For specific dos and don’ts, choose “Tips for Traveling Abroad” on the international travel page. Lonelyplanet.com is also a useful site for international travelers with Users can click on the world map for information on global destinations, including crime and practical concerns.

> Return to “International Understanding” feature article.

Of course, he goes on to mention other reasons why our northern neighbor is an ideal destination for meetings. It’s one of the U.S.’s largest trading partners, he says, and it shares common heritage with the states, especially when it comes to law. “There are lots of professional opportunities for our members to network and potentially work together with Canadian lawyers in the future,” Balogh says. That alone might suffice for heading north for a meeting, but Balogh admits to one other motivating factor: “It’s really nice there.”

FOREIGN YET FAMILIAR

Toronto

While Balogh’s comments may come as no surprise to some stateside planners, for a great many others the idea of taking a meeting to Canada still seems, well, foreign. And that’s a shame, given what it can offer groups.

“We spend a lot of time talking with planners about why they might want to take their meeting to Canada,” says David Whitaker, president and CEO of Tourism Toronto. Besides the value and curiosity factors, Whitaker and his team have found a number of other reasons why U.S. associations might consider it. “Their mission may no longer have [geographic] borders and may now include a global context,” he says. “If you’re interested in a global agenda and content then why not be interested in a place that’s as comfortable, convenient and appealing as Canada?”

That said, Canada does present the chance to meet someplace truly international but with most of the comforts of home. Toronto, Montreal and Vancouver, British Columbia, offer attendees a healthy dose of familiarity (in fact, all have repeatedly served as American locations in films and TV) along with a sense of being somewhere quite different. Each comes with built-in and distinctly international cultural, educational and business networks, as witnessed in everything from restaurants and museums to the plethora of ethnic neighborhood and festivals.

The best example of that unique foreign/familiar combo can be found in the charming provincial capitals of Victoria, British Columbia, and Quebec City, Quebec, where—given those cities’ art, architecture, cuisine and language (in Quebec’s case, it’s Quebecois, a variation of French)—attendees might be forgiven for thinking that they’d landed in either Westminster, London or the Normandy Coast. And yes, even in the most Old World cafes and shops of Quebec, English is commonly heard.

EASY ACCESS, PLENTIFUL SPACE

Attendees also will discover that Canada’s cities are as accessible as many of their American counterparts. Air service between the countries is competitive in terms of price and frequency, with many direct and non-stop flights from major carriers. And depending on the destination, travel times can be quick—Quebec, Toronto and Montreal, for example, lie within a two-hour flight of most Northeast and Midwest cities.

Once in town, attendees should find Canada’s meeting spots decidedly user-friendly. “You can walk from end to end of our downtown in about 20 minutes,” says Erin Lee, business development for meetings and conventions at Meetings and Conventions Calgary. Alberta’s largest city also features a light rail transit system (free in the downtown core) and 10 miles worth of climate-controlled passageways for cooler weather. Montreal, Toronto and Edmonton, Alberta, are equipped with their own systems of enclosed, weather-proofed walkways and passages, in some cases with tie-ins to local mass transit stations.

In Canada, planners also can count on the quality and quantity of meeting and exhibit space that they’ve become accustomed to in the states. From British Columbia to Halifax, the list of major centers runs long and deep, with many of the major Canadian cities also providing additional venues and facilities designed to accommodate industry-specific (e.g., agriculture, technology, automotive) trade shows and exhibitions.

FOUR SEASON FUN

Attendees love to toss around the term “added value” and Canada, fortunately, comes with plenty. For starters, consider Canada’s seemingly endless natural beauty and outdoor recreation, much of which is a short trip from downtown meeting spots. In the west, Vancouver provides an easy jumping-off point for group adventures on Vancouver Island (think sailing, kayaking, hiking and deep sea fishing) and is a two-hour drive or train ride south of Whistler, British Columbia’s premier mountain meetings resort town.

Ottawa, Ontario

In Alberta, planners can hold meetings in Calgary and Edmonton, then send attendees out for terrific teambuilding and group recreation in the Rocky Mountains around Jasper, Canmore and Banff, a combined resort town and national park where human visitors stroll side-by-side with elk and deer. Summers here bring golf, rafting, horseback riding and mountain biking, while winters are truly a wonderland, with dogsledding, snowshoe hiking, and downhill and cross-country skiing.

The winding, cobblestone streets of Quebec’s walled-in Old City and the nearby historic Plains of Abraham battlefield are ideal for group day trips or free-time exploration. A local and tourist favorite winter sight in Ottawa, Ontario, Canada’s elegant and historic capital city, is the graceful stream of ice skaters gliding along the landmark Rideau Canal. Prince Edward Island is home to spectacular beaches, the world’s best mussels and one of youth literature’s best-known and favorite characters, Anne of Green Gables. Tremblant, just outside of Montreal, is a year-round, all-encompassing resort where indoor activities like shopping and dining hold their own against outside fun on the slopes.

For a memorable teambuilding experience, it’s hard to beat what Canada offers at its former Olympic sites. Groups can visit and experience first-hand gold-medal thrills, revel in memorable moments, and even hold a luncheon or private reception at the country’s former Olympic venues in Vancouver, Whistler, Calgary and Montreal.

> Return to “International Understanding” feature article

America missed out on 78 million inbound travelers and $606 billion because of Sept. 11, according to economic data provided by the U.S. Travel Association. In a discussion with the media, Roger Dow, president and CEO of the USTA, addressed the impact of the terrorist attacks on travel during the last decade and offered principles to help strengthen security and eliminate barriers that are discouraging travel to and within the United States.

The lost revenue and travelers, which were based on the assumed pace of growth of global long-haul international travel in the decade after 9/11, would have supported 467,000 additional U.S. jobs annually.

The principles outlined by Dow fall under three categories: reducing traveler wait times, improving customer service, and replacing a one-size-fits-all approach with a risk-based approach.

“The decade following 9/11 has seen significant changes in the way Americans, and those who visit America, travel,” said Dow. “We must continue keeping travelers safe with the highest level of security, but we must incorporate principles that improve facilitation and encourage travel.”

Dow also shared that U.S. market share of the global travel market dropped from 17 percent in 2000 to 12.4 percent in 2010 during a time in which global long-haul travel grew 40 percent. Business travel total volume declined 21 percent (as a result of both 9/11 and the meetings crisis in the late 2000s), but returned to growth mode in 2010, increasing nearly 4 percent, and growth is expected through 2014. Leisure travel volume increased 17 percent since 2000, despite a few years of negative growth, and slow but steady growth is expected through 2014.

GPSmyCity
Navigate under-the-radar aspects of a city with these apps that offer several niche walking tour options in hundreds of cities such as Chicago, New York, San Francisco and others across the globe. Starting at $2.99 for iPhone.

Convertbot
While on site visits, convert currency, length, mass, time and more than 430 categories with this handy app. The converter can support mixed units as well (i.e., 5 feet, 3 inches to centimeters). Available on iPhone and iPad for $1.99.

Cor.kz
Select the best wine for your event with this database of more than 1 million wines and more than 1.8 million reviews. Barcode scanning, side-by-side comparisons, personal inventory and history, and definitions and articles turn planners into sommeliers. Available on iPhone and Android for $3.99.

GateGuru
View TripIt and Kayak itineraries, security wait times, restaurant and shop reviews, and maps for more than 120 airports in the U.S., Canada, Europe and Asia. Available on iPhone and iPad for $1.99.

Burt Cabañas
Chairman and CEO
Benchmark Hospitality

From exile to hotelier to entrepreneur heading a leading U.S.-based independent hospitality management company, Burt Cabañas’ experience has been as interesting and diverse as any in the industry. Here he reflects on 30 years in the business.

Background:
Cabañas came to the hospitality industry in 1961 as a 14-year-old pool boy, after leaving Cuba in the aftermath of Castro’s revolution. He became a general manager at 25, ran a multi-unit operation at 27 and headed a private management company at 34, purchasing it at age 39. After periods with hotel brands such as The Shelbourne, Sheraton, Doral and Stouffers, he now leads Benchmark Hospitality International, which he founded 30 years ago. The corporation currently has a portfolio of 35 properties and more than 6,000 employees coast to coast, in Hawaii and Japan.

What’s the biggest single change you’ve seen in the hotel business?
E-commerce and technology; the ability to drive hotel occupancy through online and cross-channel, web-based marketing distribution platforms. Web-based hotel booking has leveled the playing field against the chains and franchises that monopolized occupancy through their “800” number portal for years.

What about the meetings segment?
Growth in meetings as a percentage of industry business volume has slowed due to alternative ways to communicate, but the need for “pressing the flesh” will never leave our society in good times or in recessionary periods. It’s a motivator and a bonder.

What was your greatest challenge?
Investing in systems and services that better serve our properties and our customers, while working through four recessions in 30 years. Last year, we invested $2 million in an advanced technology platform [to enhance] our ability to customize reporting and decision-making tools.

What are the top three management lessons you’ve learned about motivating employees?
If you have a hotel that needs renovation but your employees know that they are the difference in the customer experience, no one will notice the slightly frayed carpet. Trust but verify—accountability must be made clear and fair. Open doors at all levels to allow employees to comment, recommend, commend and, when necessary, complain.

What are your top three business lessons?
Attitude and determination far outweigh experience and education. Nimbleness and adaptability to constant change are core skills today. Benchmark Hospitality’s brand is not as important as our properties’ brands.

What advice do you have for young people considering a career in the hotel/hospitality industry?
If you love people, enjoy service, do not mind working when everyone else is on vacation, like the fact that no two days are ever the same, and that your future is in your own hands, your career in hospitality should be satisfying and rewarding, and I’d encourage it. Additionally, they should know that all the marble, silver and gold in a hotel are never more important to a guest’s experience than friendly service and a smile.

What will the hotel industry look like 30 years from today?
Technology will play an even more critical role in all aspects of management, marketing and customer relationships. The desire to protect the environment will increase and be a critical expectation of customers in selecting our hotels over the competition.

In His Words:

How I relax: I don’t! But if I have to say something…by the ocean or on a golf course.

Must have when I travel: iPad, good beds, great showers

Favorite book: “The Fountainhead” by Ayn Rand

Favorite Movie: “The Old Man and the Sea,” based on the book by Ernest Hemingway

Meeting planners, who book meetings of 25 or more room nights at the Chicago Mart Plaza, Chicago’s first LEED-certified hotel before Aug. 31, can qualify to win the mart’s Weekend Fall Vacation Getaway. The winning planner will receive a weekend-long stay at the Abbey Resort and Avani Spa, a full-service resort on the shores of Lake Geneva in Wisconsin. By booking a qualifying group and mentioning the promotion, planners can also receive 25,000 Priority Club Points for groups contracted and utilized in September, October or November.

The More Value, More Variety promotion from Starwood Hotels and Resorts Worldwide offers meeting planners a signing bonus of up to 100,000 Starpoints plus a choice of 2 percent off master-billed rooms, accelerated room upgrades or a complimentary staff office. To qualify, planners must book between June 1 and Sept. 30 for events taking place through March 31, 2012.

Two Starwood Los Cabos resorts have introduced several offers for meeting planners of incentive travel, meetings, conferences and special events:

• Available to groups with 10 rooms or more at the Sheraton Hacienda del Mar Golf Resort and Spa and The Westin Resort and Spa, Los Cabos, All Inclusive Meetings package includes deluxe accommodations for attendees; two daily coffee breaks; complimentary Wi-Fi Internet access for guest rooms and more. Rates start at $260 per person, per night, and Starwood of Mexico Resorts charges no penalty for attrition up to 30 percent, 60 days prior to the meeting dates.

• The Sheraton Hacienda del Mar Golf Resort and Spa’s 12 for 2012 incentive provides a 12 percent commission for planners who book groups of 35 or more rooms for a minimum of two nights each during 2012. Rates start at $165 per person, per night; groups must be booked by Nov. 30, 2011 for travel during 2012.

• In 2012, Group Concessions at The Westin Resort and Spa, Los Cabos, include a 4 percent credit to planners’ master account for rooms and banquet services; triple Starwood Preferred Planner points; one complimentary room for every 40 rooms booked; one suite upgrade for every 25 rooms booked (limit five); a 30-minute massage for every 20 paid; and a one-hour cocktail reception. Additional discounts for groups are available on spa treatments, published banquet menus and AV rentals.