Consumer Preferences & Trends: The View From Canada

TORONTO, Ontario – Immersive experiences, family-friendly destinations, professional guidance and expertise  – these are must-haves for today’s travel consumer, according to a panel of executives representing major segments of the industry.

The executives – from a convention and visitors bureau, a hotel, a tour operator, a river cruise line, and a travel agency – discussed consumer preferences, travel trends and the role of travel agents at Travel Marketplace, Travel Market Report’s inaugural conference and trade show at the Hilton Toronto Airport Hotel & Suites.

Suppliers on the panel said they are eager to collaborate with travel agents, including educating them about their products. But it needs to be a two-way street, said one.

Anne Marie Moebes, co-publisher of Travel Market Report, had several questions for the panelists. Here’s what they had to say:

What are today’s consumers looking for?
“Fort Lauderdale has evolved from its days as a spring break destination. We get the most questions now on the family-side of Fort Lauderdale. People will ask, ‘I have two or three kids; what is there for them to do?’

“It used to be you’d pay $50 a plate for a five-year-old child at restaurants in south Florida. The trend now is for true destinations that cater to families, rather than having the family fit the mold of the destination.” – Fernando A. Harb, vice president of tourism sales, Greater Fort Lauderdale Convention & Visitors Bureau

“People want immersive experiences. At Viking Cruises we offer ‘lifestyle experiences.’ These include activities that focus on local life and privileged access. For instance, Viking offers exclusive access for a full-day at the Hermitage in St. Petersburg on our Russian river cruises.” – Josephine Lynch, director of business development for Eastern Canada, Viking Cruises

“Stimulating, memorable, led by experts – that’s what consumers want in a tour. People want a story. They want to travel as a traveler, not as a tourist. And they want to be taken care of.” – Ron Lonsdale, Canadian regional sales manager, Collette

“We have to give personal service – even beyond what we did before. For instance, check clients in [to their flight] the day before. But we have a lot of work to do [on the perception of agents]. I met someone recently who asked me what I do. I said I’m a travel agent and she said, ‘Oh, I’m sorry.’” – Tony Fragapane, general manager, Voyages Concierge Deluxe Travel, Montreal

What are you doing to help agents?
“We want more collaboration between ourselves and agents to create that synergy for guided travel [the type of tours Collette offers]. But everyone is so busy that no one wants training. The average tour booking in Canada nets a $1,200 commission. Why wouldn’t you want to learn more [about guided vacations]?” – Ron Lonsdale, Collette

“Education is the key, but it’s a two-way street. Viking is a marketing machine and we spend millions on that. That helps bring business through your front door. But I need you [agents] to reach out to me.” – Josephine Lynch, Viking Cruises

“We make sure to tell them about what’s happening in our destination. On Fort Lauderdale’s website, you’ll see that most of the information is for agents. Any teenager can create a great-looking website but that can be all smoke and mirrors. We’re all about agent education; we work for you.” – Fernando Harb, Greater Fort Lauderdale Convention & Visitors Bureau

“In the economic downturn, hotel companies were not investing in capital improvements. That’s changing now. But [hotel] managers did re-focus on true hospitality, and that continues.” – Ben Johnson, director, leisure/corporate individual travel, Hyatt Regency Pier Sixty Six, Fort Lauderdale

What trends are you seeing?
“I’m seeing a lot of multigenerational travel because of the disposable income people have now. And a lot of that travel is from the younger generation. They love to spend money.” – Tony Fragapane, Voyages Concierge Deluxe Travel

“People want value, regardless of how much money they have. They want all-inclusive pricing and a worry-free vacation.” – Josephine Lynch, Viking Cruises

“Experiential travel is the name of the game. That’s a niche that goes beyond a simple booking, and this is what agents are doing now.” – Ben Johnson, Hyatt Regency Pier 66, Fort Lauderdale