Issue link: https://digital.copcomm.com/i/140546
•pg_14-22__BMT_pg3-58 6/21/13 9:08 PM Page 16 want to purchase and experience travel." "Related, our members also acknowledge reduced group size as a top trend and issue. Operationally, this means that suppliers and operators need to understand one another's requirements and work collaboratively on their relationships." "Reduced group size also speaks to the trend of more interest in specialized travel. Instead of a group of 40 on a tour, an operator might have three groups of 15 or 20 pursuing specific interests, or a family traveling together. For 2013, our members are projecting an increase in many types of market-specific travel including faith-based, adventure, family, culinary and student." As regards to our improving economic climate Simon says, "All categories of NTA members — tour operators, suppliers and DMOs — reported that 2012 was a better year for business than 2011." NTA members expect 2013 to be better than 2012. "This sentiment is particularly strong among our suppliers and DMOS: Nearly 75 percent expect to see more visitors in 2013. That's huge. Six in 10 of our operators express similar optimism for this year, and that's encouraging as well." When it comes to the industry as a whole, Simon believes we, "made tremendous progress last year, as President Barack Obama recognized travel's enormous contribution to the economy. That sped up visa reform, which raises international visitation, and this is one example of progress that helps NTA members, specifically." "I would like to see an emphasis on tracking the economic impact of travel so budgetary decision-makers see that travel and tourism do have a positive impact on the bottom line." As for technologies impact, Simon believes "In our world today, where change is the new normal and technology is pushing us toward digital habits and FOMO (Fear Of Missing Out), there's also the trend of people wanting to disconnect with devices and have authentic experiences when they travel…I do not see this going away. This changing consumer need requires creativity from the operators to meet this demand." CHARLOTTE HAYMORE, CO-FOUNDER, TRAVEL PROFESSIONALS OF COLOR (TPOC) "The positive trend that will affect TPOC in 2013 is the increased awareness throughout the travel community of how exciting, educationally and personally connecting cultural and heritage tourism can be. " "Recent studies show 60 percent of travelers enjoy trips that provide Cultural and Heritage Tourism tours…African-Americans are taking more trips that include heritage tourism and are taking their children to expose them to their own culture and history in a fun learning environment." On the negative side of the ledger, Haymore says, "that this well kept secret for so many years (cultural and heritage tourism within the African-American community) is now becoming a household word in the travel community and the financial benefits that many minority travel agents have enjoyed for a few years is now being shared with others." Haymore is disturbed by all the talk of heritage tourism because, " 16 very few people of color are part of that conversation." Haymore also points out that many TPOC members fear technology. This slow embrace is costing them business, and as a result many members are not experiencing the benefits of the economic recovery. Haymore, who also owns Charlotte's Cruises, believes cruising will continue to grow in popularity, despite the rare unfortunate situations that occurred earlier this year on Carnival Cruise Lines. She says, "cruising is still the best value for the dollar and TPOC agents tend to make money selling cruises along with cultural and heritage tourism opportunities sold as tour ad-ons at various ports." JOHN GRAHAM, PRESIDENT & CEO, AMERICAN SOCIETY OF ASSOCIATION EXECUTIVES (ASAE) "We need to recognize that the business model for many associations is changing. Traditionally, associations have been intensely focused on creating an ideal member experience, whether it's through their meetings or their publications or other products and services they offer." Everything is geared toward enhancing the member experience and fostering engagement so those members stay active and involved, and renew those memberships when the time comes." Graham sees technology as the key to growth and cites mobility as the primary tool. "To stay relevant associations have become eager adopters of what we call mass customization, this practice of creating products and services to meet individual members' needs without any tradeoffs in cost, delivery or quality. Mobile is a game-changer in terms of how many members will interact and engage with our associations in the months and years ahead." The second challenge we face says Graham, is changing demographics. "This is probably the first time in history where you have three and, in some cases, four generations in the workplace. We need to be very adaptive and flexible if we want to sustain a productive, talented and inclusive work environment." Graham was quick to point out that not only is the workplace multigenerational, it's also becoming more diverse. "This diversity is already playing a major role in the workforce and associations need to understand how this impacts their staffing, but also their ability to recruit, retain and engage members and volunteers, says Graham." ASAE has developed and interactive tool called the Association Inclusion Index, which helps associations better meet and measure their organizations' diversity and inclusion objectives. Graham believes, "another trend associations will experience is the ability to recover and/or reimagine membership and revenue streams, including increased attendance at conferences and trade shows…print advertising won't come back its moving towards digital and mobile B M & T ••• May/June 2013 ••• www.blackmeetingsandtourism.com