How Niche Travel Markets Are Thriving And What You Can Learn From Them

As travel has become more difficult to understand during the current crisis we are in, there are many travel niches that have proved to be the saviors of consumers. People will always have a desire to travel and continually are looking for the safest way to get out and enjoy themselves. Jeff Gayduk sits down with four industry insiders that each have their own foot in a niche travel market and explains how they have been continuing business as well as what has changed. 

https://youtu.be/Oyy_EZoPFGs

Nancy Schretter

Nancy Schretter is the founder and president of The Beacon Group, whose goals and market is travel, but more specifically family oriented trips along with groups. During the current crisis we are in, it has become increasingly frowned upon and harder to be going on vacations as it is a huge risk. But a big trend Schretter is seeing is the rise of road trips, especially within families in order to create a bubble to where they will ensure their safety. Options such as national parks, camping, RV trips, AirBnbs, and ranches have risen rapidly in popularity. Another key point is that it is not too late to book trips for upcoming holidays, there are still a lot of hot deals for travel and it's always good to plan ahead of time. 

Keith Snode 

Keith Snode is the COO of Kaleidoscope Adventures, a company that focuses on middle to high school students and getting trips planned through the school. In terms of how trips are being planned during COVID-19, they essentially are not according to Snode. It has become increasingly difficult to get trips approved by school boards, and Snode is on the side of not focusing on extracurricular trips and rather putting all the focus on just getting schools open. Kaleidoscope has started putting more of their focus on groups they know they can work with, such as the homeschool community, groups within the school and the schools that are smaller such as drama clubs, bands, and art clubs. As well as groups outside of school like youth and church groups that may be looking to go on local trips. This is due to there being no school board in which a trip would have to be approved through. Overall, Snode and his team are hopeful for the future and looking at all their options to get up and running again. 

Alexander Gloss

Alexander Gloss is the CEO of China i2i Group which is based in Shanghai China. Being located in Shanghai has allowed Alexander to have a really unique insight and viewpoint on the travel industry and the entire COVID-19 crisis. Being able to hear and understand how China is doing relative to North America gives other companies an upper hand and what to expect or change. At the moment there is no international travel going on in China, yet domestic travel has exploded. This was due to cheap deals, and airlines giving almost free tickets to those looking to travel. Business in China for Alexander and China i2i has gone essentially back to normal, because of this Gloss says, there is hope for other countries and to just look to the future. 

Jason Clement

Jason Clement is the founder and CEO of The Sports Facilities Management which has created a network of helping clients achieve whatever goals they set related to sports facilities. Focusing both on the youth and amateur markets of sports. The Sports Facilities Management has 20 facilities across 16 states, which has had its own problems for Clement. Due to regulations being different from state to state, Clement is having to work around 16 different governors guidelines and creating strategies that work for each state. Sports have had a large impact on the traveling market with many sports teams starting their seasons and fans as well as players looking to start up again. National events have proved to be much harder for Clement to kick start, but local outdoor events have been affirming that things are going to work out. 


Your Production Guide To Going Online

Knowing how to move and execute an online or virtual event is becoming the new frontier, it's unknown and is constantly changing within a small period of time. Sean Denny, director of event, and production designer at LUXE productions has had plenty of experience with virtual production. Leading the charge in finding the most innovative way and techniques to keep viewers engaged, involved, and wanting more. 

Denny defines the difference between a virtual event and a hybrid event. A virtual event being that “no one is gathered together” versus a hybrid event which involves a live crowd that is then being live streamed to others. 

An important aspect about virtual events is that they “offer the least amount of options and least production value”. Were all used to putting a silly virtual background in our zoom meeting, but that level of production is no longer sustainable. 

Hybrid events have shown in the past to be the most powerful type of online event because of the fact it allows for a much higher production value. The downfall of this is that it can take weeks or months to plan out and get ready. 

Deciding which of these two are better requires businesses to look at multiple factors. Those being current regulations, will local or international guests be attending? Is the content time sensitive? What is your budget? These four factors are how a business can strategically decide what type of event to host.

But, what is next? Everyone is sick of zoom calls and it has quickly become the standard way to communicate since COVID-19 has impacted our society. The zoom trend is already dying out and is becoming a “boring” tool when trying to engage an audience for an online event. 

Jamie Grossman, president of Luxe Productions gives his thoughts on what new trends will start to be implemented moving forward. The first being augmented reality, utilizing the ability to build any kind of environment in order to engage the audience for longer. The downfall to using high quality technology to increase engagement is it has to be used correctly to be successful. “It doesn't matter how expensive the equipment used to capture an event or presentation is, if the content is not interesting it is not going to capture your audience” says Denny. Watching a computer screen rather than being there at the event is entirely different, the attention span of the viewer is significantly smaller. The solution to this Grossman says is “45 minutes tops” for a singular event to run. 


Managing Through Uncertainty

Uncertainty is inevitable, but leadership takes time. Michelle Mason, President & CEO of Association Forum, Kim Mosley, President of American Specialty Toy Retailing Association, and Kimberly Barnes, President and CEO of the Magnificent Mile Association, discuss their experiences of managing through uncertainty. 

We have all reacted differently to the problems this pandemic has caused throughout the year.  Mosley immediately jumped into action and knew she needed to create partnerships to make sure kids still had the chance to be kids this summer. Her organization worked with local schools to give toys during their food drives and worked with children museums to create packages filled with fun activities to keep kids occupied. Barnes also worked with her association to provide meals to communities who were severely hit by Covid-19.

While the pandemic has been a prevalent issue in the industry, the recent movement of racial injustice has sparked conversation everywhere. They welcome John Hockman, Principal of McKinley Advisors, to present key 2020 research findings concerning diversity and inclusion within the work environment. “44% of members said they have witnessed, experienced–or both–harassment, discrimmiation or bias in the last year,” said Hockman. He urges companies to diversify their leadership, raise awareness beyond just the basics, and to do something. Organizations may be at different points in their journeys, but no matter where they are, it is vital that they do something to advance welcoming environments. 

Both Mosley and Bares are senior leaders in the industry, and want to lead by example. They have used their real life experiences to better understand their workers and to create a welcoming work environment for all. They are both advocates of self-care, and want to make sure their workers are taking care of themselves and not feeling overwhelmed. Barnes states it’s important that executives tell themselves “I need a break, I need to get this work done, but I also need to live to fight another day”. A company can only thrive if they truly care about their workers in every sense. 


COVID Safe Businesses & Events: How to Keep Your Guests & Employees Secure

How will the future of safety and cleanliness look as we move forward? Global Biorisk Advisory Council (GBAC) Executive Director Patricia Olinger, Hyatt Americas Vice President of Operations Tim Obert, United Service Companies CEO Rick Simon, and GBAC Director Dr. Gavin Macgregor-Skinner discuss the safety procedures that have been created to combat COVID-19. 

Olinger highlights the purpose of the GBAC is to “prepare, respond and recover.” The GBAC was created between 2014 and 2015 due to the Ebola outbreak. Additionally, the current global pandemic has caused new realizations for the GBAC, “we have real concerns and critical shifts,” said Olinger. As a response to the outbreak, the GBAC has created the GBAC STAR accreditation program. This program is a guide to help facilities demonstrate that they can provide specific practices and protocols in combating a pandemic. “We need to be prepared for what’s next and move-on from hygienic cleaning to pandemic awareness,” said Olinger. 

https://youtu.be/7Q_4Rx6tyqU

Hyatt Hotels are GBAC STAR credited world-wide. In addition to the GBAC STAR credit, Hyatt has started a Global Cleanliness program that has implemented training via the GBAC, a hygiene leader at each property, global face mask coverings, and ensuring every property is engaged in the accreditation program. 

Dr.Macgregor-Skinner weighs in on the importance of GBAC STAR and explains that obtaining this type of accreditation has helped with the approval of local governments. “If your event is following the GBAC protocols, it becomes easier for the local government to give you the green-light to open,” he says.  

There’s uncertainty of what will happen a month from now, but the point to be made is the importance of planning during these current situations. Dr. Macgregor-Skinner expresses that we all need a “peace of mind” and that we’re doing the best we can do. 

Moving forward, we need to get excited when events start happening, but asking the crucial questions of ‘how do we operate to the highest standards?’ and ‘are we protecting our occupants and the buildings?’ Most importantly Dr. Skinner says, is to focus on the health and wellness of our guests and occupants to show that we care. 


25 Ways to Inspire and Elevate Your Events Program

David Saef, the Chief Instigator in Freeman’s strategic advisory practice, shares his expertise in event organization and corporate marketing in a post-pandemic world. In his interactive webinar, Saef explores 25 ways to implement strategies that will inspire and elevate your event programs, whether it be in-person, online, or a combination of both. While his 25 reasons cleverly served as an acronym for “Leading Through Uncertainty”, Saef successfully cultivated a safe, welcoming space to learn how to best navigate through the changes in the industry. Here are a few takeaways from the session, click here if you would like to watch the recorded session for all 25.

https://youtu.be/RjYavugn9dI

“Not Your Old Floor Plan” 

Being the most requested topic of the 25, Saef explained how traditional floor plans had to seriously change in order to make the most of both the space and the participants. Floor plans are commonly planned within a structured grid. However, due to circumstances of the pandemic, such as limited guests and health regulations, Saef suggested the industry move towards Area Zones. These zones are geared towards allowing people to safely share by community based on interest within the event. Area Zones prioritize time and audience needs. 

“Gamified!” 

Guests also inquired how gaming can affect a digital event and exhibitor success. In general, we saw a positive outlook when incorporating gaming, with a 45% and 12 min increase in exhibitor engagement. However, it was noted that companies need to choose who and when these tactics are utilized for. For example, investing into gaming tactics with a more entry-level crowd will not be as efficient compared to a more experienced crowd.

“Touchless Immersion” 

The pandemic has placed multiple restrictions on what an experience entails. With Touchless Immersion, we can create our own picture, transporting guests into a new environment. This option is not only cost efficient, but would be truly memorable for everyone involved. The examples provided included a room evolved into the painting “Aterlier de Lumieres” and another room immersed into a pattern created by artist Yayoi Kusama. 

“Designing for Intent” 

Saef notes that the pandemic may often have us asking “How can I make my on-site, online?”. However, no matter how many times you ask yourself this question, it’s the wrong way of thinking. He suggests to not forcefully convert all our work to online, but instead that by doing less, and doing it better, we can find an equilibrium with doing both online and on-site events. For example, content curation will better help choose what should be delivered to certain audiences.

“Delivery Matters” 

As we move toward online, it is important to recognize how someone presents themselves on screen. Some suggestions for creating a successful online presence includes a smile, adequate headroom, alignment with the top third of the screen, and including your elbows. To create more lively communication, include body movement using your hands and upper body. 

Saef reminds us of the importance of taking breaks. Whether it be escaping to your safe haven, walking through nature, or having a coffee break, we all need to take a breather. By having the goal of uplifting others, we are creating an environment where we can all thrive. 


The Changing Role of Meeting & Event Planners

“The industry has changed more these past 6 months than ever in our lives,” our very own CEO, Tim O’Malley has stated. NHS Global Events President Sean Lynch, Michelle Durpetti Events Chief Planner Michelle Durpetti, and Huron Consulting Group Meetings & Events Manager Matthew Bohn share their thoughts on virtual events, pricing, and tips for future or current event planners during this difficult time. Want to watch the full video on our Youtube channel, just click here.

All four professionals agree that hybrid models are not going to end anytime soon. So,  how do we generate excitement using hybrid models? Lynch says the key is to broadcast these events by using production value. This includes assets such as lighting and sound that were crucial before the pandemic. 

https://www.youtube.com/watch?v=gY0CXJx1bd8

Now, It’s important more than ever for an event to have fluidity and simplicity. “Remember it’s about the audience, the right content in front of the right people,” states Bohn. A useful tactic used by Huron Consulting Group during a virtual event is to incorporate a Q&A in the live chat. They also create polls that will keep the audience engaged.

Another question you may ask is, “how to lay out the experience” virtually. For example, in a gala if there was a certain meal, beverage or gift that would be provided in-person, that same commodity can be enjoyed virtually and sent out through the mail. 

In terms of pricing and business appeal, “everyone’s budgets have been slashed,” states Bohn. He mentions how important it is to work within budgets during this time. Lynch says to not be discouraged, “event planners are still worth the hours they put in.” He emphasizes to be proud of your product and the services you’re selling. Lastly, one aspect of business appeal mentioned by all the professionals is the need to have clear and updated websites. 

During this time it’s necessary to continue learning & cultivating communication, working on professional development and leveraging strengths. 


Career Search Success Strategies for Hospitality, Tourism, and Events Industries

Interview Like an Expert President, Lynée Alves helps those in need of career tips and strategies. Alves is a professional career expert and has focused on recruiting, interviewing, and hiring for more than 20 years. Here is her advice on topics such as current challenges, resumes, LinkedIn, interviews, and mindset. 

It’s no secret that career search has become even more challenging due to COVID-19. There’s more competition, a rise of resume filtering software, and higher rates of unemployment. Applying is just the first step in the job process, but Alves gives a list of tips that will help your resume stand out. Watch the webinar below, or click here to watch on our Youtube channel.

https://www.youtube.com/watch?v=k5RxpyIcNOg&feature=youtu.be

Your resume must be in an updated format and layout with a sans serif font. You need a clear header that includes your LinkedIn URL and a professional summary, that highlights your key strengths and skills. “The most important part of your resume is the top half,” says Alves. When listing professional experience she advises to list responsibilities but to focus on your results and accomplishments. Additionally, job experience only needs to go back 20-25 years and if you have more than 15 years of work experience listing a graduation date is not necessary. 

When discussing LinkedIn, Alves emphasizes the importance of professional social networking. Recruiters use LinkedIn Recruiter daily and look for potential employees. On your LinkedIn headline, you can write your job title plus key strengths and skills. The ‘About’ tab is the place to write about what makes you unique and interesting in what you do. You can also make an ‘open to opportunities” tab with the type of job you're looking for and make it public for recruiters to see. Alves advises to have regular activity on LinkedIn and to ideally have 500+ connections. Posting and sharing content on LinkedIn will help you become more visible.

Interviewing can be nerve-wracking, but Alves ensures research and practice can help make a difference. Always visit the company website and learn the role you’re applying for. Focus on soft skills which are characteristics that showcase your teamwork and communication capabilities. If you’re nervous, create a cheat sheet, practice out loud, and study interview questions that can be found online. If you’re interested in a career pivot, Alves advises focusing on your professional experience and what’s most transferable in similar roles. 

Alves says the secret weapon is the mindset. “You attract what you put into the world.” Focus on positivity, your strengths, and be confident in yourself and your work experience. You can join Alves’s Facebook group if you’re looking for additional resources. 

Written By: Marla Chavez Garcia


What You Need to Know About #HTSOnline

The Hospitality & Tourism Summit is coming at you completely online for its 19th annual year! So, what does that mean? How can a one-day trade show full of tangible experiences pivot to an online experience?

Ateema Media & Marketing, the producers of the summit, have worked hard over the last several months of quarantine to re-imagine the next best alternative. Dubbing this new format as the Hospitality & Tourism Summit Online, all attendees will have the ability to log on and log off at their leisure throughout the week.

The goal for the Hospitality & Tourism Summit is to bring together all industry friends after months of disconnect. The week is built for everyone to pick and choose their own pathway/schedule based on their interests, prior commitments, etc. Ateema has made this "pick and choose" format possible as they will be uploading the recordings of all of the webinars after they are presented live for attendees to watch on-demand. As well, attendees will have access to the trade show floor until next year's summit. They want all attendees to maximize their attendance but also be strategic with the programming you choose to attend live, because you can!

Keep on reading for some common misconceptions about the Hospitality & Tourism Summit Online and how you work around them:

Common Misconception #1: That you have to be online the entire week.

You do not! You can log on and log off based on what is on your personal agenda is each day. It is recommended that you choose a couple of opportunities to attend live each day. The summit has programming that is as short as 45 minutes. Even the longest sessions don't exceed 90 minutes.

Common Misconception #2: If you don't attend everything live, you won't be getting your ticket's worth.

So wrong! All educational sessions will be recorded and placed online for you to view at a later time that works better for you. The trade show floor will be live until April of 2021 so you can go back in at any time and keep browsing all of the exhibitor booths.

Common Misconception #3: Virtual networking is boring and awkward.

Not anymore! The Hospitality & Tourism Summit virtual networking events will be using a lifelike and user-friendly networking software that requires no prior setup on your part. Simply, click a link to enter the networking rooms, "walk-up" to any table, and join the conversation. If you aren't into the conversation or want to find some new people to talk to, leave the conversation just as easily! Live entertainment will also be provided during networking events.

Common Misconception #4: I am furloughed/out of work right now so this won't bring me value.

Switch your mindset! This is the PERFECT time for you to get involved if you are not currently working. At a time when many people in our industry are looking for solutions, trends, timely topics, and predictions for the future, you can say you were a part of those conversations! This is the time to invest in yourself.


CDC's Advice to Planners

Meeting planners have been thrown a few curveballs over the past few months to say the least— from cancelled events and now new restrictions on in-person events. As we continue to adapt to COVID-19, it is crucial that meeting planners are up to date on the latest advice from the CDC in regards to hosting safe in-person events. We know you have many questions, and we are hoping to provide you with some answers based on guidance from the CDC. 

How do you plan for an outbreak at an event?

The first step in planning an event in the COVID-19 era is by developing an emergency plan well before the event. The CDC recommends designating “an administrator or office to be responsible for responding to COVID-19 concerns. All staff and attendees should know who this person or office is and how to contact them.” Be sure to speak with local health officials about the event and have plans in place such as flexible refund policies for those who do not attend the event because they are not feeling well and plenty of supplies such as masks and hand sanitizer. 

How do you prepare staff for the event?

Staff should be trained on all safety protocols. Virtual training is ideal to avoid contact with others, but if in-person training is necessary, make sure social distancing is possible. Consider using the CDC’s Interim Guidance for Businesses and Employers for guidance.

How many people can attend the event?

The CDC does not have a limit on how many people can attend an event, but be sure to check state and local policies on event capacity. Make sure there is plenty of space for event attendees to socially distance at all times, and consider an outdoor space as it is often easy to keep people spread apart and provides better ventilation than an indoor setting. Another way to limit the number of people at an event is by having entry times for staff and attendees.

Do attendees need to be tested for COVID-19 before the event or should their temperature be taken?

Testing all event attendees and staff is not recommended. Temperature screening and questionnaires asking attendees and staff if they have symptoms, have been in contact with anyone known to have the virus, or if they have travelled recently is recommended as long as it does not invade privacy.

How do you make sure attendees social distance at the event?

Hosting smaller events in larger spaces is one way to keep participants spread apart. It also helps to use designated entrances and exits to keep people from running into one another and use signs to indicate which direction guests should be walking. Avoid lines at places like bathrooms or registration areas. Techniques such as online check-in before the event can help to shorten lines and speed up the registration process. If lines are ever necessary, be sure to have signs and markings on the floor to remind people to keep six feet apart.

What can staff and attendees do to limit the spread of COVID-19 at the event?

Be sure that staff and attendees stay home if they are not feeling well as a first step in limiting the spread of COVID-19. Once at the event, be sure handwashing stations and hand sanitizer are easily accessible and that staff and attendees are utilizing these resources often. All staff and attendees should wear a face covering, especially it is not as easy to stay six feet apart from others. 

What is the proper way to sanitize the event space before, during and after the event?

High touch surfaces such as door handles, sinks, drinking fountains and hand railers should be sanitized at least daily or as much as possible during the event. Other shared surfaces like countertops should be disinfected between uses. A cleaning schedule indicating what needs to be cleaned and when can help ensure that proper sanitation occurs during the event.  EPA-approved disinfectants against COVID-19 should be used, but make sure there is proper ventilation so toxic vapors are not inhaled.

How do you safely distribute food at the event?

According to the CDC, “Avoid offering any self-serve food or drink options, such as buffets, salad bars, and drink stations. Consider having pre-packaged boxes or bags for each attendee.”

What do you do if someone develops COVID-19 symptoms at the event?

Immediately separate anyone who develops symptoms at the event and provide them with clean disposable face masks. Close off all areas and disinfect anything the person with symptoms was in contact with. Contact local health officials about the potential case and be sure event attendees and staff are aware of possible exposure to COVID-19. Anyone who was in close contact with the potential case should also be separated. 

How do I know if it is appropriate to cancel the event or not?

If the event space is not going to accommodate social distancing and it is not possible to find a larger space, it may be necessary to cancel the event or move the event online. If a large number of attendees are at higher risk of developing severe COVID-19 symptoms, it may be necessary to cancel or encourage these participants to not attend the event. If there is an outbreak in your community or in communities in which many attendees are coming from it may also be necessary to cancel. Ultimately, be sure to consult with local health officials when making this decision.

For more information, visit the CDC website.

Written By: Kelly Pawlak


How Hotels Can Appeal to Meeting Planners

As the COVID-19 crisis continues and we adjust to this new normal, meeting planners are looking for spaces to safely host in-person events. In Lodging Magazine, VP of Product Development at Knowland Kristi White outlines what meeting planners want from hotels that are reopening. 

Duty of care standards have a new level of importance to meeting planners than before. Whether a hotel has its own DOC standards or is following state regulations, these standards must be made clear to meeting planners. White emphasized that all hotel staff should be comfortable explaining these policies to guests and planners, and these policies should be easily accessible throughout the hotel and online. 

Events are not going to be able to accommodate as many people as before, so as a hotel, it is important to follow local restrictions and requirements customers may have. “Prepare for a variety of options—whether six feet, seven feet, eight feet, or 12 feet of distancing,” White said.

Lower capacity in event spaces essentially means smaller events in larger spaces—potentially resulting in less revenue. White said it is important to work with the hotel’s revenue management team “to better understand how to price and optimize meeting space with the new social distancing guidelines.” A detailed plan for every scenario including room setup and number of rooms required will help sales teams sell events more seamlessly.

Self-serve buffets are not going to be seen at events in the near future, so hotels need to find ways to redesign banquet menus. In an article on Cvent, Megan Boley explains, “Seated dining could be an alternative option, if there are available staff members trained in sanitation and food-handling measures. These extra steps and layers of caution could tack on added cost to F&B, so it’s in the venues’ best interest to offer cost-effective solutions for food and beverage at events.” Pre-packaged meals and individually wrapped items are solutions to buffets, and White says these changes need to be clear in the hotel’s menu and pricing.

No matter what changes hotels make in preparing to host meetings, all changes and precautions must be clearly communicated to meeting planners and customers. Whether this be through email messages, a landing page, or creating an app for meeting planners and event attendees with safety information, all details should be easy to understand and access. White said creating an FAQ page and updating it as new questions come up is another effective way to communicate. It is just as important that sales teams are constantly updated on changes to effectively inform clients when selling events. As White said, “[planners] will want to book with hotels that have taken precautions and extra efforts to ensure their safety.”

Hosting an event at your hotel may require more work than before, but luckily there are ways to safely and successfully host events at hotels during and beyond COVID-19.

Written By: Kelly Pawlak