Canada-e-Connect eTourism Strategy Conference 2010 in Montréal

There will be official announcements soon, but if you read this blog you will be one of the first to know that the Tourism Industry Association of Canada has selected the cosmopolitan, international, romantic and exciting city of Montréal to host Canada-e-Connect 2010. I am very honoured that the Advisory Committee has re-elected me to continue as Chair of the conference, but we have all determined that it will make the event even better if we also have a Co-Chair from the host city.

-

So it gives me great pleasure to inform you that Carmen Ciotola, Carmen Ciotola, Vice-President, Communications-Marketing, Tourisme Montréal will be my Co-Chair for CeC 2010. In her 15 years with Tourisme Montreal, Carmen Ciotola has led numerous multimedia campaigns for the Canadian, American, European and Asian markets. She also negotiates strategic business partnerships, defines orientations for technological development and oversees the return on capital investment. Carmen’s leadership is characterized by an uncompromising focus on satisfying customer needs and expectations. She was awarded the prestigious Marketing Personality of the Year award for 2005 from the Marketing Association of Montreal.

-

Dates for Canada-e-Connect as well as details of the program will be announced later in the year. Stay tuned.

-

Jaime Horwitz MBA
Co-Chair Canada-e-Connect 2010

President

Cactus Rock New Media Ltd.

Canadian tourism INBOUND numbers for 2008 are in. Mexico and Spain showed healthy growth.

Statistics Canada published its International Travel: Advance Information bulletin for December 2008 and the Jan-Dec 2008 period. Overall international visits to Canada were down 9.9% compared to a year earlier. No surprise here, US visits were down 12%. Europe was up 2.5% though stalwart United Kingdom was down 6% for the year (a sign of the economic downturn). French inbound tourism was substantially higher (at 12.2%) mostly due perhaps to Quebec's 400th Anniversary year. Asian inbound was down 3.2% mostly because of Japan's continuing decline. The House of the Rising Sun sent 16.4% less tourists in 2008 than in 2007 and is now close to losing its place to Mexico. Mexico, while showing signs of weakness in December (it was down 10.5%) grew 8.1% in 2008. Mexico was only 16,371 visitors away from trumping Japan as the 4th most important overseas market for Canada after the UK, France and Germany. Spain, by the way, held up very well considering the economic issues. Spanish inbound grew by 12.9% in 2008, breaking the 75,000 visitors to Canada mark for the first time. India, by the way a market the CTC has announced it will enter, was up 9.3% for the year.
-
Jaime Horwitz MBA
www.canadaenespanol.ca

In the Age of Honesty and Transparency - be upfront with your customers.

My recent visit to Montreal provided me with a few interesting items to blog about both on this blog and my B2C Hispanic blog (www.blogdecanada.com). Here I want to write about the issue of honesty and transparency. I believe, as others do, that we are entering (or have entered) an age of transparency in which companies will have a more difficult time, whether intentionally or unintentionally, bamboozling customers or potential customers.
-

When I travel on business I prefer to stay at an InterContinental Hotel. My preference for the brand began with the Presidente InterContinental in Mexico City several years ago. Since then I have stayed at other InterContinental hotels and at many of the IHG properties in Canada and elsewhere. I am a member of their Priority Club at the Ambassador level and, in the spirit of full disclosure, a few years ago my sites became affiliates of IHG (www.hotelesdecanada.ca). Many IHG properties are featured throughout the Canada en Espanol Network.

-

So choosing a hotel in Montreal for my recent visit was easy, stay at the InterContinental. I booked online as usual and I checked the site to learn about the hotel. Everything was OK until I showed up to check in and began to realize that the hotel is under renovation - no proper lobby, no restaurant and no business centre. I was obviously dissappointed. The hotel's website has this on the home page "Unveiling its new identity in spring 2009, the InterContinental Montreal will be showcased like never before." I must admit I had not read it, but even if I did, the statement is not specific enough and it does not tell prospective guests that they won't have access to a business centre a lobby or a restaurant (the hotel offers meal services at a restaurant/pub across the hall in a building next door, but it is not very convenient). I believe in providing feedback and I called the manager to express my dissappointment. I wanted to speak to the general manager but I was told he wasn't available and I spoke to a manager on duty who sort of apologized and told me that the only thing he could do for me was to give me a $100 discount on my next stay to which I said that I appreciated the gesture, but that my point was to let the hotel know that in this age of transparency I would appreciate it more if they had informed me in more detail about the renovations and offered me a discounted rate to stay at the hotel because I really do not appreciate a bait and switch experience, especially from brands I consider leaders in their category. And that was that.

-

Later on I picked up the letter with the $100 discount, but did not open it right away. When I finally did open it because I was curious as to what it said, I was even more dissappointed with what I saw. The letter was basically a form letter that was written last year as a promotion for guests staying at the hotel during the Holidays. It even had pictures of Holiday ornaments around the text. It did indicate about a $100 discount on a future stay as long as it was before the end of April (while renovations would still be going on). Do you see why I might not have liked this letter? First, the letter was not personalized, which did not make me feel like a very valued customer. Second, the letter was just a leftover from a previous promotion. Third, the so-called discount was only valid during renovation time. I did not say anything further at that moment (was too busy working and finding suitable restaurants OUTSIDE the hotel). Ah, but at check out time...

-

At check out I was asked: "How was your stay with us?" Well, other than the room, I said, terrible. It's very interesting to see the person's reaction when they don't hear what they expect to hear. I proceeded to express my views and I was pleased by the understanding shown by the woman who was doing the check out. While she wanted to do more to make me feel valued she was able to take $100 off my bill, which was a better gesture than the form letter. More importantly was her acknowledgement and understanding of my comments that restored my trust in the brand.

-

The point in all of this is that I believe that in this day and age businesses must be more open and honest with customers and potential customers. Bait and switch tactics and trying to conceal things that customers will find out about later does not benefit your business in the long run. More often than not, customers will not complain (though many will do so via social media like TripAdvisor). They just won't come back and will not recommend your brand. Be honest and open and offer an incentive or discount for their inconvenience and you will gain their loyalty and understanding.

-

Jaime Horwitz MBA

Fabulous, scrumptious lunch in Montreal with Tourisme Montreal

Yesterday, after a very productive meeting, I had the pleasure of having lunch with my friends from Tourisme Montreal. Carmen Ciotola and Emmanuelle Legault took me to Alexandre et Fils on Rue Peel. Strange that in all my years of visiting Montreal I had never heard of Alexandre's. I was very pleased with the service, which reminded of restaurants of old (with professional Maitre’D and servers). The ambiance and concept are French all throughout. I had a small salade verte to start with, which was fine. But then I had a salmon tartare appetizer and things got more interesting and enjoyable. The tartare was fabulous. For my main course I chose the chef's special of the day, Canard (duck). I don't usually eat duck (hard to find chefs who truly know how to prepare duck, but also I feel a bit like I shouldn't eat duck, like eating a loon, national symbol and too cute, like bunnies). But duck I ate, and it was absolutely scrumptious (my apologies to my beloved Muskoka loons). Perfectly cooked, melted in the mouth.

-

All of this brings me to a canadian (or fill in the nationality of your choice) tourism business point. Many people want to know how to get the attention of bloggers. One way is to hire one (or many) to blog about your business; another is to pay for a blog post on a particular blog - not things quite encouraged by some blogging purists - in the age of transparency - but more readily accepted if the blogger discloses the realtionship). More importantly, in my opinion one of three things must be present for bloggers (b - as in blogger - to c) to be interested: Either a very bad experience, an excellent experience or a very creative event. Run of the mill average mediocrity is not really conducive to writing about. As I replied to Carmen and Emmanuelle when they asked me how the duck was, I said "excellent, definitely bloggable." Of course, you might say that Alexandre et Fils got lucky (in the case of my blogs) because someone took me there for lunch. And you would be right. Most bloggers don't make a living blogging. They blog because they are passionate about the medium and want to express themselves. For some lucky ones, blogging may lead to a consulting gigs, a higher profile in their industry, decent advertising revenue or a big buyout; but this is rare. If you want a blogger to blog about your business try and contact him or her and ask what would it take for them to do it. It may be as simple as inviting them for lunch.

-

Salut,

Jaime Horwitz MBA

www.blogdecanada.com

www.canadamigos.com

Tourisme Montreal making waves in the blogosphere with its 100% digital marketing budget.

Gasps and wow's were heard during last month's Canada-e-Connect conference when Emanuelle Legault, Directrice, Communications et Publicité, mentioned during her presentation that Tourism Montreal's marketing budget was going digital 100%. Since then, the blogosphere has been abuzz with comments (mostly very positive) about this bold move. I myself am in awe that a Canadian destination has become the (as far as we know) first destination in the world to put its money where most of the worlds' travellers are today, that is in the digital space (whether accessed via a computer or a mobile device). If you can read German see what the TourismusZukunft blog had to say about it. Otherwise read the excellent article by Vicky Brock in her Tracking Tourism: The Tourism Research Blog. The also German Cofree blog blogged about this today. Canada's Marketing Magazine has also featured news about this strategy.

-

I am confident that Tourism Montreal's strategy will pay off, especially in this challenging yearmuch success, and I wish them . If at all possible, we hope to see an update presentation by Tourism Montreal at Canada-e-Connect 2010.
-
Jaime Horwitz MBA
www.montrealenespanol.com

Sweden, Bjorn, the Winter Games and the Big Idea

At the recently concluded Canada-e-Connect eTourism Strategy 2009 conference, Terry O'Reilly, adman, enabler, radio personality and raconteur extraordinaire, talked about the Big Idea in communications whether it's in an ad, a blog post, a prosumer video or a multi-million advertising campaign. His presentation was entitled "Ideas Move Mountains." Here's an idea on video I found on the home page of the CommunityofSweden social networking site. I don't know what the genesis of the idea is, but I think Terry would agree with me, it's good. Perhaps risqué for Canadian sensitivities, but this YouTube video makes the point in a very...well...why don't you see it and decide for yourself. Oh and by the way, this particularly idea may or may not move mountains, but it certainly went to a few mountain peaks. It certainly sparked my interest in Sweden's Åre and Östersund ski destinations.

-

(unfortunately, if he goes, I may not see Bjorn in Vancouver in 2010 because I did not get a single ticket from the games' lottery, which by the way upsets me to no end)

By the way, if you have any great ideas you may want to share or any big ideas you may have seen in tourism marketing let me know and if I agree with you, I'll blog about them.

Jaime Horwitz

www.canadamigos.com

Shout out of thanks to TIAC and Minister of State for Small Business and Tourism the Hon. Diane Ablonczy

I have been a member of the Tourism Industry Association of Canada since 1999. I originally joined the association in order to meet people in the industry; to talk to them about the potential of the Mexican and other Hispanic markets for Canadian Tourism and; to hopefully generate business for my Spanish language sites. But I soon learned that being a member provided me with much more than the opportunity to network with tourism leaders. I've learned a lot by attending TIAC's events over the years and I've made some good friends. Ever since I went to my first TIAC conference, which are now caled TIAC's Leadership Summits, I kept hearing about the need for more Federal Government support for the industry; about more funding for the national marketing organization, the Canadian Tourism Commission; about making government aware and understanding of Canada's tourism industry's contribution to our economy; about the need for a National Tourism Industry Strategy. So, as a member of this industry that I love, I am very pleased (more like happy) that the current Government of Canada has finally heard us, especially in the current economic environment (see media release from TIAC below: $800 Million...)

-

Much of the credit has to go to the Tourism Industry Association of Canada under the leadership of Randy Williams, of course, but also and especially to our Minister of State for Small Business and Tourism the Hon. Diane Ablonczy, whom I had the privilege to meet last November (photo above). I believe this government is the first one to have created a Minsitry for Tourism and this deserves our gratitude as well. Ms. Ablonczy has demonstrated an undeniable commitment to the Canadian Tourism industry. Her curiosity and willingness to , learn about the issues that affect our industry are commendable. Her determination in putting our needs at the budget table are very much appreciated. I also understand that she supports having a National Tourism Strategy, and if her achievements to date are any indication, I do believe we'll finally have one in the next few years (or sooner)

-

At the risk of sounding too much like a politician (which I am definitely not), as the owner of a Small Business and as a member of the Canadian Tourism Industry, I want to express my thanks to Ms. Ablonczy and to everyone at TIAC: Merci beaucoup, Thank you and Muchas Gracias. A strong and vibrant tourism sector in Canada can not only be benefitial to my business, but also to me and my family as a Canadians.
-
Jaime Horwitz MBA
Cactus Rock New Media Ltd.
the Canadá en Español Network
www.canadaenespanol.ca
CanadAmigos Social Network

Canada en Español quietly but proudly turns 10.

Last Wednesday January 28th, I was surprised by my wife and daughter with a sort or surprise dinner. I drove to the restaurant so it wasn't a total surprise there. We went to Frida a new Mexican restaurant in the Eglinton - Allen Road area of Toronto. The restaruantl is small and elegantly understated, not a garish touristy Mexican resto, but rather a new kind of Mexican restaurant that is growing in parts of North America. This new kind of Mexican restaurant serves nouveau mexicain cuisine, that is dishes based on authentic Mexican cuisine but stylized for an international clientele. Frida is just a few months old, so it's early to say whether it will succeed. The food was fine, though not outstanding (especially given the prices). Service was very friendly, but not quite professional. I'll give them sometime before I decide whether I should recommend Frida. For now, I will stick with Milagro (corner of Mercer and John St's downtown Toronto).
-

But I digress. The surprise was not the restaurant. My wife and daughter remembered that I launched Canada en Espanol ten years ago on January 28, 1999. Being so busy lately I had forgotten about the anniversary. They gave me a very touching card and we had a grand time. Canadá en Español began with one website that January and 60,000 online visits (more or less) in 1999. It has grown to 21 consumer sites (including the BlogdeCanada and the social media site CanadAmigos) with traffic in 2008 reaching about 2.5 million visits. In 2009 I am having several of the sites overhauled to make them more contemporary and to add more value to advertisers and partners. Also, Iexpect Canadamigos to do quite well. It has grown to almost 3,000 members and almost 10,000 visits per month. While we may see a softening in the market due to the global economic recession, I believe that inbound Hispanic tourism to Canada will continue to grow significantly in the next five to ten years mostly because Canada is still a very new destination in those markets and we have a myriad of places and activities to offer Hispanic travellers.

-
Jaime Horwitz MBA
twitter.com/jaimehorwitz
Cactus Rock New Media Ltd.