Docstoc

EWHen A Hotel Is A Historic Venue - Tourism Review

Document Sample
EWHen A Hotel Is A Historic Venue - Tourism Review Powered By Docstoc
					CONTENTS
                               H e r i t a g e : eWHen a Hotel is a Historic venue ......................................... 3
  H e r i tag e
                                       WHen a Hotel is a Historic venue ..............................................................................................................4
                                       Historic Hotels of europe .............................................................................................................................5
                                       from Historic Building to luxury Hotel ..............................................................................................7
                                       Historic Buildings find neW life as Hotels .........................................................................................8
        When a hotel
     is a historic venue




                               p r o f e s s i o n a l : careers in tourism in Hospitality ......................... 10
p r o f e s s i o na l
                                       careers in Hospitality and tourism management.........................................................................11
                                       gloBal opportunities – personalcHoices ...........................................................................................13
                                       HoW to forge a career in travel and tourism management ...................................................14
                                       tourism management careers in tHe usa ............................................................................................15
    careers in tourism
                                       log on to tHe next Wave in tourism ......................................................................................................17
      in hospitality




                               m e d i c a l : dental tourism .................................................................................. 19
  medical
                                       medical tourism: WHy americans are traveling aBroad for HealtH care .....................20
                                       dental tourism – neW tendencies ...........................................................................................................22
                                       tHe pHenomenon of «dental tourism» ..................................................................................................26
                                       dental plans – dental HealtH insurance............................................................................................29
      Dental tourism




 active /
                               a c t i v e / a d v e n t u r e : golf Holidays .......................................................... 31
adventure                              picking a golf scHool....................................................................................................................................32
                                       customers aBout using travel service providers WHen planning a golf vacation ....33
                                       matcHing golf destinations to your golf personality ............................................................34
                                       golf courses are optimistic on future performance .................................................................36
                                       golf tourism in czecH repuBlic: onto tHe green ...........................................................................37
       Golf holiDays

                                       WHo are scotland’s golf tourist customers and WHat are tHey looking for? ..........39
                                       golf tourism diploma for golf tourism .............................................................................................40

m a nag e m e n t:
                               m a n a g e m e n t : Brand management in tourism and Hospitality ... 42
                                       management of tourism destinations .................................................................................................43
                                       «australia» Brand tops tHe World.........................................................................................................44
                                       a country Brand is more tHan tourism...............................................................................................45
                                       tHe movie arcHipelago .................................................................................................................................46
      BranD manaGement                 WHat’s in a Hotel Brand noWadays? .......................................................................................................48
  in tourism anD hospitality




travel/tourism                 t r av e l / t o u r i s m fa i r s & e x H i B i t i o n s
fairs & exHiBitions                  i n J u n e 2 0 0 7 B y r e g i o n s .................................................................... 50
in June 2007
By regions                             Western europe .................................................................................................................................................51
                                       nortH america & cariBBean .......................................................................................................................53
                                       soutH america ...................................................................................................................................................54
                                       africa & middle east .......................................................................................................................................55
                                       asia & pacific .......................................................................................................................................................56
H e r i tag e




    When a hotel
 is a historic venue
                                                                                                                                 June, 2007
                                   H e r i tag e : Whe n a hotel i s a hi stor i c v e nu e


WHen a Hotel is a Historic
venue
                                                                         «We are painfully honest with our guests about the history of
                                                                         the property. There are some features that are inherent to the
                                                                         property that require guests’ understanding as it relates to the
                                                                         property’s age. We don’t think changing the architectural history
                                                                         of the place is positive. Keeping it historically correct is the right
                                                                         thing to do,» he said.
                                                                           «It’s a constant labor of love, hard work and attention,» said
                                                                         Ted Kleisner, president and managing director of the White Sul-
                                                                         phur Springs. «Dealing with a historic building is unique. We
                                                                         have a duty of care to maintain the historic nature of the site,
                                                                         and that is spelled out very specifically in documents that sup-
                                                                         port its landmark status,» he said.
                                                                           «While there are museum qualities, it is also a resort. If it’s
                                                                         just a museum, it will fail the economic test of time,» Kleisner
                                                                         said.

H      istoric hotels owners are constantly walking a fine line
       between the past and the present. They are faced with
the daunting challenge of preserving the rich history, charm and
                                                                           «One of our greatest assets is our storied heritage,» said John
                                                                         Broadway, director of innovation management at The Break-
                                                                         ers. As we make things fresh and relevant to today’s standards
integrity of their properties while trying to adapt to the growing       and luxury, we have not abandoned our heritage and past,» he
needs of today’s demanding traveler.                                     said.
   This is no easy task, and certainly not taken likely by most
historic hotel owners. The consequences of not keeping up with
some of the design, amenity and service expectations of the
current traveling public could render the property obsolete.             By: Elliot Markowitz

   «You have to understand what today’s demands are. Today’s             Hotel & Motel Management
travelers going to a destination resort want all the grandeur of         http://www. hotelmotel.com
the resort back when it was built, plus the current amenities,»
said Steve Bartolin, president and c. e. o. of The Broadmoor.
«It’s incumbent upon us to adapt, and we have to in a big
way.»
   «We are a historic boutique hotel, with history as the key
word,» remarked Tom Glidden, La Playa’s general manager.




                                                                     
                                                                                                                                    June, 2007
                                     H e r i tag e : Whe n a hotel i s a hi stor i c v e nu e


Historic Hotels of europe
   Charming Hotels
                                                                            of curiosity and history transforms it into a passionate story. And
   Charming Hotels combine the characteristics of individual
                                                                            if the story is not true, it is at least well invented.
taste, an enchanting atmosphere and discreet elegance. For-
mer convents, castles, mansions or post-houses, each of the                    The Historic Hotels of Europe invite you to banquet princely,
Historic Hotels of Europe has its own history, its own style and            reside royally and sleep imperially. The magic of castle hotels
individual charm. They all reflect a surprising diversity giving            and the particular cordiality of your host transforms fairy tales
you a unique experience and a flavour of their country’s tra-               into reality. The Historic Hotels of Europe invite you to experi-
ditional hospitality combined with elegant accommodation and                ence history and authenticity in marvellous places all over Eu-
fine cuisine.                                                               rope. No matter whether you stay only a week-end or several
                                                                            days, you will discover heritage travelling in its most enjoyable
                                                                            way and coming home, you will have a lot of stories to tell – be
                                                                            they true or just another legend.
                                                                              Romantic Hotels
                                                                              Is there any place on earth more romantic than an old Castle,
                                                                            Manor or Inn, transformed into a beautiful hotel? Just think about
                                                                            a fine glass of wine in front of a crackling fire, a candle lit dinner
                                                                            for two, a dreamy canopy bed. In love, newly wed or hearts cel-
                                                                            ebrating your golden moments, Historic Hotels of Europe offer
                                                                            everything romantic people envisage in their dreams.




  Castle Hotels
  Ghosts and witches, white knights and princesses to be res-
cued exist only in time-honoured castle legends. Or is the castle
perhaps really haunted between midnight and one o’clock in the
morning? Be that as it may, you can explore for yourself the old
walls of the Historic Hotels of Europe. All that is required is a bit          Is there anything else more imaginative and exciting than to
                                                                            bestow your darling with a passionate interlude in a utopian
                                                                            hideaway, to take your time, to flee the everyday life and to
                                                                            savour precious moments spent together in a beautiful place?
                                                                            Late rising, having breakfast in bed, giving each other time and
                                                                            attention and having pleasure thanks to the simple things of
                                                                            life.
                                                                               Boutique Hotels
                                                                               Small is beautiful. This statement applies particularly to the
                                                                            fine small houses of the Historic Hotels of Europe. You find
                                                                            yourself in a totally different place, but you feel immediately
                                                                            cosy and homely. This unique experience in boutique hotels is
                                                                            owed to the particular talent of your host. His love for each de-
                                                                            tail and his expert knowledge of service makes his house to a

                                                                        
                                                                                                                             June, 2007
                                  H e r i tag e : Whe n a hotel i s a hi stor i c v e nu e




                                                                        ture. Choosing to stay in one or several of these places are
                                                                        synonymous for travelling through time.
very special place, where you will have only one wish on leav-
                                                                          Nowadays high technologies control our everyday life so it is
ing – coming back as soon as possible.
                                                                        essential to slow down every now and then. The Historic Hotels
  Heritage Hotels                                                       of Europe are the best reason not only to discover but also to
  Monasteries, castles, manors or inns of faraway times have            experience the rich historic and cultural heritage of our differ-
been transformed with much love, sensitivity and devotion into          ent European countries. You will appreciate heritage travel in its
simply divine places. Preserving heritage, keeping history alive,       most authentic form.
sharing cultural experiences and conserving valuable art and
archaeology are the targets which have been defined by the              http://www. historichotelsofeurope.com
lords of the houses and castles in the most beautiful places of
Europe. They form together under the umbrella of the Historic
Hotels of Europe the important bridge from the past to the fu-




                                                                    
                                                                                                                               June, 2007
                                    H e r i tag e : Whe n a hotel i s a hi stor i c v e nu e


from Historic Building
to luxury Hotel
                                                                            Thorough restoration
                                                                            The original purpose of the old building will be restored − in
                                                                          the beginning of the 20th century it was a hotel. During the So-
                                                                          viet period, the building was adapted to the needs of the Central
                                                                          Telegraph authority. The renovations done at that time were un-
                                                                          fortunately not in accordance with the requirements of cultural
                                                                          heritage protection.
                                                                            In the forthcoming restoration and extension of the historical
                                                                          building, the current owners will actively cooperate with heritage
                                                                          preservation institutions.


A     preservation-worthy building in Vilnius’s Old Town will be
      refurbished as a five-star luxury hotel called AAA Kempin-
ski Hotel Vilnius. COWI Baltic, with assistance from COWI, is
participating in the restoration and extension of the building.
  Cultural heritage preservation institutions will be involved
when a historical property in Vilnius’s Old Town is being rebuilt
to the city’s first five and more stars category of luxury hotels.
COWI Baltic is participating in the project as a representative
and consultant of the project developer, Lithuanian AAA Mano
Liza.
  Before the planned opening in 2007, the building will undergo
a major restoration and extension: the 19th century faзade will
be preserved while the interior will be renovated and two new
wings will be built. In addition, some of Vilnius’s old defense             «We will use all our experience and skills in this project, while
walls will be integrated into the hotel’s public spaces – the walls       assuming our responsibility to beautify the Old Town, nurture
were found during excavations on the site.                                the architectural values that lie at its heart,» says Dr. Virgaudas
  «The project requires specific knowledge in the field of struc-         Juocevicius, Managing Director and Chairman of the Board of
tural, mechanical and electrical solutions, which is one of the           Constructus, the General Contractor of the Project, according
challenges we are used to. Working with the COWI engineers                to a press release.
as sparring partners makes it much easier finding the right tech-
nical solutions for specific problems. This is one of the reasons         By: Line Steenberg
why the client has chosen us,» says Saulius Mikaliūnas, COWI              http://www. cowi.com
Baltic, Head of the Building and Operation Department.
  The historical building will undergo a major restoration and
extension: the 19th century facade will be preserved and two
new wings will be built.




                                                                      
                                                                                                                                June, 2007
                                    H e r i tag e : Whe n a hotel i s a hi stor i c v e nu e


Historic Buildings find
neW life as Hotels
                                                                          «Our property in Houston was once an assisted-living facility. In
                                                                          Ottawa we’re in a former YMCA. An old bank across from the
                                                                          Alamo will be the new Hotel Indigo in San Antonio.»
                                                                             The new Hotel Indigo Nashville Downtown certainly is unique
                                                                          in its use of limited space.
                                                                             «The building sits on a 4,000-square-foot footprint,» said
                                                                          Wesley partner Mark Lineberry. «We thought about condos, but
                                                                          once you eliminate elevator shafts and service areas we only
                                                                          had 2,800 usable square feet per floor. Condos on the upper
                                                                          floors could sell for $1 million, but who’s going to pay $1 million
                                                                          for a condo on the third floor?»
                                                                             Retro Fit
                                                                             Lineberry’s solution: partition each floor into seven hotel
                                                                          rooms, whose overall value would be more than individual con-
                                                                          dos could yield.
                                                                             The plan pencils out nicely. Bought for $2.8 million and reno-
                                                                          vated at a cost of $10.5 million, the hotel has an appraised value
                                                                          of $19 million and will be worth $25 million when its transition
                                                                          into a hotel is complete, its developers say.
                                                                             «We could have torn down American Trust and built an en-
                                                                          tirely new hotel, but that would have cost $30 million and taken
                                                                          two or three years to get planning and zoning approvals,» said
                                                                          Richard Goodrum, Wesley senior vice president. «This renova-
                                                                          tion will take 14 months, and we only had to deal with the fire
H       istoric buildings are finding new roles as lodging spots
        across the U. S. as hoteliers make the most of their char-
acter and charm. In Nashville, the 1929 American Trust Building
                                                                          marshal.»
                                                                             Why are old buildings, many in marginal downtowns not fully
is being transformed by Wesley Hotels & Resorts, along with In-           gentrified, being turned into small hotels? «Because hotel con-
terContinental Hotels Group, into a Hotel Indigo, and IHG notes           struction stopped after 9/11 when Americans stopped travel-
                                                                          ing,» said Delores Conway, director of the Casden Real Estate
that it also has transformed buildings such as an assisted living
                                                                          Economic Forecast at the University of Southern California’s
facility in Houston, a former YMCA in Ottawa and a bank across
                                                                          Marshall School of Business. «Now Americans are traveling
from the Alamo, into unique lodgings.
                                                                          again, but hotel construction hasn’t caught up with demand.»
   Across from Nashville, Tenn. ’s newly renovated Metropolitan
                                                                             The main incentives to adaptive reuse, however, are gener-
Court House, the 1929 American Trust Building occupies one of
                                                                          ous state and federal tax incentives offered for the renovation
the best locations in town. In recent years, though, it has stood
                                                                          of historic structures or older properties in blighted areas. The
forlorn as a distressed property despite the downtown’s trans-
                                                                          New Markets Tax Credit program lets taxpayers receive a credit
formation into a «live-work-play» area for young professionals            against federal income taxes for making qualified equity invest-
and prosperous retirees.                                                  ments in low-income communities. The credit amounts to 39 %
   Only now is the old 15-story office tower finally becoming wor-        of the cost of the investment and is claimed over a seven-year
thy of its surroundings again – it’s being reborn as the trendy In-       period.
digo Hotel. Around the country, similar metamorphoses are tak-               The Federal Historic Preservation Tax Incentives program of-
ing place as hoteliers leverage the charm of old buildings and            fers assistance to developers improving structures listed on the
the advantages of sprucing up over constructing from scratch.             National Register of Historic Places or in recognized historic
   «We have eight hotels open with 40 more in the pipeline,               districts. It offers 20 % tax credits for rehabilitation of historic
and each of them will be unique,» said Jim Anhut, a senior vice           structures and 10 % tax credits for renovation of nonhistoric pre-
president for InterContinental’s five-year old Hotel Indigo brand.        1936 buildings. The program is administered by the National

                                                                      
                                                                                                                            June, 2007
                                 H e r i tag e : Whe n a hotel i s a hi stor i c v e nu e
Park Service in partnership with the Internal Revenue Service         the company’s spending an additional $14 million to reconfigure
and State Historic Preservation Offices.                              the interior into a 138-room hotel.
  Back in 1998 a federal tax incentive helped prompt Nation-            Sejwad Hotels President Rick Patel says he hasn’t had time
wide Realty Investors, an arm of Nationwide Mutual Insurance,         to apply for preservation grants or tax credits, but that the repur-
to spend $4.5 million to refurbish an old Columbus, Ohio, ware-       posed building will be worth a conservative $26 million when it
house between Ohio State University and the state capitol. It         opens its doors. That kind of return on investment is sufficient
became a 44-room boutique hotel called The Lofts.                     incentive in itself.
  «The existing steel beams, exposed brick, curved mantels
and floor-to-ceiling windows allowed us create a Miami hotel in       By David Devoss
a Midwest city,» says Charles Legarce, president of Columbus          http://www.investors.com
Hospitality Management, which operates the hotel.
   A Past Pays
   «Because the building was in a Community Redevelopment
District, Nationwide received a $1 million tax abatement spread
over 10 years,» he said. «It was an important part for us
making the decision to move forward.»
   When completed later this year, the new Sheraton
Hotel in downtown Columbia, S. C., – two blocks
from the State Capitol on Main Street – will be
a reincarnation of the 1913 Palmetto Sav-
ings & Loan. Guests will enter the lobby
martini bar through a bank vault steel
door.
   Sejwad Hotels, of Columbia,
bought the 97,000-square-
foot building for $2.35 mil-
lion after it fell into bank-
ruptcy three years ago. Now




                                                                  
p r o f e s s i o na l




    careers in tourism
      in hospitality
                                                                                                                             June, 2007
                              p rof e s siona l : c aree rs in tour i sm in ho spitalit y


careers in Hospitality and
tourism management
                                                                              Given the potential for interesting and rewarding careers in
                                                                          these industries many young people are looking for suitable
                                                                          courses which will help prepare them for careers in manage-
                                                                          ment within the tourism and hospitality industries. When looking
                                                                          at courses in hospitality and tourism, there can seem to be a
                                                                          bewildering variety of course titles covering the main employ-
                                                                          ment areas of travel, tourism, hotels and restaurants. Typical
                                                                          titles include:
                                                                              For hotels and restaurant management:
                                                                                   * hospitality management
                                                                                   * international hospitality management
                                                                                   * hotel and catering management
                                                                                   For travel and tourism:
                                                                                   * tourism management
A     ccording to the World Travel and Tourism Council, the
      economics of the 21st century will be dominated by three
industries: telecommunications, information technology and
                                                                                   * tourism studies
                                                                                   * travel and tourism
tourism. The travel and tourism industries have grown by 500 %                There are also joint degrees where it is possible to study
in the last 25 years and it is estimated that by the year 2007            combinations of subjects, such as tourism and hospitality, tour-
tourists will spend US$884 billion in foreign countries on tourism        ism and leisure, hospitality and marketing. Most undergraduate
related activities.                                                       courses (HND/BSc/BA) will include a period of work experience
   Travel and tourism represents a broad range of related indus-          as part of the course, varying in length from 6 months to one
tries. The growth of these industries has opened up many new              year. This work experience is seen to be a central part of the
job opportunities for graduates in areas such as:                         course, where the student gets the opportunity to practise what
                                                                          they have learned in college or university. Employers also see
        * hotels
                                                                          great value in this work experience when considering the em-
        * restaurants                                                     ployment of graduates.
        * retailing                                                           Given the international nature of these industries, another
        * transportation                                                  valuable part of any course is the study of languages. Most
        * travel agencies                                                 courses in hospitality and tourism provide access to language
                                                                          courses, either as core components or as options.
        * tour companies
                                                                              Courses at Masters level are becoming increasingly impor-
        * tourist attractions
                                                                          tant in tourism and hospitality. These Masters level courses are
        * leisure, recreation and sport                                   useful to two groups of people:
        * cultural industries                                                 – those who have completed a degree course in a subject
   Travel and tourism provides 10.5 % of the total world employ-          other than hospitality or tourism but who are looking at ways of
ment, with up to 25 % of all employment, in some areas, such as           getting employment in the industry;
the Caribbean. It has been estimated that more than 100 million               – those who have a degree or sub-degree qualification in
people world-wide are employed in this sector. Because of this,           hospitality or tourism together with significant management
tourism is now seen to be of importance to most countries of              experience within the hospitality or tourism industries and who
the world.                                                                wish to develop themselves to a higher level or to seek a more
   The nature of tourism has developed in scope and direction,            senior position in industry. There are many Masters courses in
away from traditional activities, such as the sunshine sand and           Hospitality Management, Hotel and Catering Management and
sea holidays to a wide range of new activities such as cultural           Tourism Management in universities and colleges in the UK.
tourism, adventure tourism, sports and leisure activities and                 In addition to the above courses, there are also more spe-
eco-tourism.                                                              cialised Masters courses in Tourism covering areas such as

                                                                     11
                                                                                                                               June, 2007
                              p rof e s siona l : c aree rs in tour i sm in ho spitalit y
Cultural Tourism, Tourism Marketing, Tourism Planning, Muse-              resources, conferences. If you are interested in tourism do you
um Management, Heritage Management, Cultural Tourism and                  want to work for a travel agency, a tour company, the manage-
Sustainable Tourism: these are suitable for people who have an            ment of a tourist attraction, or within the public sector-national,
interest in employment in a specific sector of the industry.              regional or local tourism planning organisations. Think about
   Within the UK there are many university and college courses            these types of question before consulting the prospectuses or
to choose from, but each course will have its own unique char-            WEB sites so that you can judge each course against your own
acteristics. Before applying, you should think carefully about the        preferences.
type of career you want: if it is in a hotel are you interested in
restaurant management or rooms division management? Do                    by David Kirk, Queen Margaret University College, Edinburgh
you see yourself as a practical hands-on person or someone                http://www.intstudy.com
who is happier to work behind the scenes in a desk based job?
Do you aspire to become a general manager of a hotel which
is part of one of the major world-wide groups, or do you want to
manage your own operation? Are you more interested in one of
the functional management areas, such as marketing, human




                                                                     12
                                                                                                                                    June, 2007
                                p rof e s siona l : c aree rs in tour i sm in ho spitalit y




gloBal
opportunities –
personal
cHoices
T      oday there can be few more exciting, challenging and var-
       ied career – offering opportunities for fast promotion – than
those offered by the hospitality, tourism and leisure industry.
                                                                             per annum are embarking upon college and university courses.
                                                                             There is therefore an enormous opportunity for thousands of
                                                                             job seekers to pursue rewarding careers in this exciting growth
This is the world’s fastest-growing, job-creating profession.                industry.
   The hospitality industry has been experiencing a boom time.                  However, a criticism often levelled at the hospitality profession
A plethora of new hotels have been opened; contract catering is              is that it involves working long, often unsocial hours. Certainly,
becoming an ever-stronger force to be reckoned with; new con-                a rewarding career in the hotel industry does require a strong
cepts are abounding; and there is a constant need for top-level              personal commitment for those very reasons. But if a person
industry consultants to advise on the profession as its trans-               wants to work normal daytime working hours, then the food-
global expansion continues apace.                                            service sector provides an ideal option offering tremendous job
   One of the many wonderful aspects of this industry is the flex-           satisfaction, fast promotion and good financial remuneration.
ibility and choice it offers. You can start working in hotels, and           Basically, the industry is whatever you make of its unrivalled
if that doesn’t suit, you can change to contract catering or use             career opportunities.
your experience to go into consultancy, manage a bar, run a                     When looking for a college or university that offers the hospi-
restaurant or fast-food outlet, or even aspire to becoming the               tality industry programme most suited to your needs and quali-
new Jamie Oliver! If you love action and adventure, then there               fications, it is vitally important to select an officially accredited
is the forces’ catering sector. If your talents lie in accountancy,          course, since there are many of differing quality and industry
then you could become the financial director of a large hotel                credibility. At the HCIMA, we have our own accredited cours-
or catering company. If you are an Information Technology (IT)               es all over the world. A key past of our work is our word wide
geek, the profession is in constant need of IT specialists. In               benchmarking – the development of a lifetime learning culture
short, there is a job to suit just about everyone!                           for individual managers and potential managers.
   The enormous scope for movement between the industry’s                       In an economic climate where ‘ adaptability’ and ‘flexibility’ are
many and varied sectors is a vital consideration in view of the              now key considerations when following a career path, today’s
uncertainty of today’s job market, where the idea of a ‘job for life’        managers and aspiring managers are increasingly responsible
is rapidly disappearing.                                                     for their own career development through updating their skills
   The media has been filled in recent times with stories about              and knowledge. Recognising this fact, we are more conscious
more and more people looking for vocational courses, offering                than ever of the need to provide support for members – from
better long-term job prospects – a need made even more acute                 the time they are students; to the moment they retire from the
by the fact that the majority of students today have to contrib-             profession.
ute financially to their tutorial fees. The hospitality and leisure
industry undoubtedly provides a very attractive option in this
respect.                                                                     http://www. ca. courses-careers.com
   The profession currently employs one-in-ten people world-
wide. A total of 30-35,000 trained people are required at man-
agement and supervisory level every year in the UK alone until
2010 to fulfil this potential. The good news for job seekers is
that our best estimations currently show that too few students

                                                                        13
                                                                                                                                June, 2007
                              p rof e s siona l : c aree rs in tour i sm in ho spitalit y


HoW to forge a career
in travel and tourism
management
                                                                          planning and development, travel industry management and
                                                                          operations, visitor attraction and conference and events man-
                                                                          agement, geography, responsible tourism, specialist marketing
                                                                          and strategy for the industry.
                                                                            One of the most important aspects to consider when you’re
                                                                          choosing a travel and tourism course is whether it has a sand-
                                                                          wich year, whereby students spend one year working in industry
                                                                          in their third year. Not only can it provide a welcome break from
                                                                          academic studies, but there is the opportunity to earn money too.
                                                                          Graduates always look back on their work placement as a great
                                                                          experience and some are offered jobs for after graduation.
                                                                            Specialist courses are available; indeed there are currently
                                                                          144 programmes on the UCAS site listed under travel and tour-
                                                                          ism. All prospective students obviously need to consider where
                                                                          they want to study and the reputation of the institution in terms

  T      ravel and tourism management is an in-depth study of
         the knowledge and skills that are required to work in and
manage one of the world’s greatest and most exciting indus-
                                                                          of the delivery of the subject area. All universities hold open
                                                                          days, where students can hear full details from the programme
                                                                          team about the course they are thinking of studying. Member-
tries. The global growth of tourism in 2006 was 4.5 per cent and          ship of the Institute of Travel and Tourism (ITT) is also recom-
the outlook for the future continues to look rosy. Africa achieved        mended, as they are highly supportive of young people and
almost twice this rate of growth, and Asia and the Pacific were           their ventures into the industry.
not far behind. This means that the industry demands skilled                There is no doubt that upon graduation there is competition
managers and one of the best ways to start on the career ladder           for top places. However, with a good degree, students should
is to undertake a specialist degree.                                      have no problems embarking on their career in what really can
   This hasn’t always been the case as specialist degrees were            only be described as one of the most rewarding and exciting
not available in the UK until the beginning of the Eighties, when         industries around.
Northumbria and Bournemouth Universities set up the first un-
dergraduate degrees. In addition, the industry has grown and
diversified phenomenally over recent years in five key sectors:           By Bridget Major
accommodation, transport, travel organisation, attractions and            Bridget Major is programme director of the Newcastle Business School
destination organisation.                                                 at Northumbria University, www.newcastlebusinessschool.co.uk
   Secondary schools and colleges offer a plethora of GCSEs,              http://education.independent.co.uk
diplomas, vocational qualifications and foundation degrees.
Study is not just limited to the UK either: destinations in the
Far East soon realised the importance of an educated work-
force. However, it is important to point out that you do not need
to have studied the subject previously to study it at university
though if you have, you may find some of the tourism content
marginally easier in your first year.
   If a travel and tourism management programme is set in a
business context – as many university programmes are – then
the study of businesses and organisations and the skills that
are required by managers to succeed will be included; these
include marketing, human resource management, IT and finan-
cial management. This study is put into the context of tourism

                                                                     1
                                                                                                                                   June, 2007
                               p rof e s siona l : c aree rs in tour i sm in ho spitalit y




             tourism management
             careers in tHe usa


A      quick browse through the career section of any major                 to go,» says Egel. She earned her two year community college
       newspaper will reveal an abundance of help wanted list-              degree in tourism management while working her way through
ings under hospitality, restaurants, and travel and tourism. What           college as a front desk clerk in the hotel industry. Egel believes
does it take in terms of college classes, training, skills and ex-          that successful people in this industry are flexible and under-
perience to find success in this growing industry of hospitality            standing from the start.
and tourism?                                                                   What opportunities are available for people with the right at-
   Karissa Egel, a gate agent for America West Airlines in                  titude, education, experience, and skills? In her book, Flying
Phoenix, AZ believes people in this industry must possess,                  High in Travel: A Complete Guide to Careers in the Travel In-
«Patience, patience, and PATIENCE!» She adds, «Then put                     dustry, author Karen Rubin writes, «Travel has not only changed
that with understanding, good listening, a whole lot of empathy             from a luxury to a necessity in the America lifestyle, but the
and you have to love, not just like, working with the public.»              trend toward greater affluence, the effect of more leisure time,
Whether your interest is in lodging, recreation, food service, or           and the maturing of the Baby Boomers into the peak earnings
travel-related services; all share the same mission of serving              (and travel) years all predict fantastic growth for the industry in
the guest. Many people have misperceptions that being part                  years to come.» She believes it is not just the quantity of jobs
of this industry is all about their personal travel, exotic destina-        that should appeal to people, but also the quality and diversity.
tions, glamour, and adventure. In reality, most of the positions            «Travel and tourism is so diversified that it entails virtually every
require hard work (some of it physical), the ability to deal with           kind of activity and employs almost every kind of worker.» She
irritable customers, frequent long hours, plus many positions               notes that people readily recognize the major components of
require you to work holidays, weekends and evenings. «These                 this industry, such as careers with hotels, restaurants, airlines,
positions are 365 days plus jobs and we are sort of like letter             car rentals, and tour companies, but fewer people realize it also
carriers in that we go rain, shine, sleet or snow… we still have            employs archaeologists, sociologists, lawyers, doctors, teach-


                                                                       1
                                                                                                                                   June, 2007
                               p rof e s siona l : c aree rs in tour i sm in ho spitalit y
ers, computer specialists, artists, writers, marine scientists, ac-        college programs, with certificates and degrees in travel/tour-
tors, musicians, and numerous other professions.                           ism management, tourism and hospitality, hotel-restaurant
   Many people advance in the hospitality and tourism industry             management, resort management, culinary arts, food service
with hands – on experience rather than many years of college               production, and hospitality manage ment. Riegel writes, «Many
courses and degrees. However, those with college educations                programs place graduates with a mixture of national, regional,
certainly have more opportunities for a variety of careers and             and local firms; others place graduates primarily with local and
advancement within those careers. According to Carl D. Riegel              regional companies. The hospitality and tourism industry is a
in an article in A Guide to College Programs in Hospitality and            highly segmented, specialized industry, and the mix of firms re-
Tourism, «As the work force becomes better educated, knowl-                cruiting for particular segments also differs across institutions.»
edge and skill become more valued by society generally, and                Prospective students need to be sure to ask the community col-
this, in turn, increases demand for workers with more educa-               lege about its placement program and its contacts.
tion.» Hospitality and tourism education programs range from                  If this career path sounds appealing, be ready to research
six month certificate programs to post-graduate degrees. If                what is available in terms of college programs that target specif-
students are seeking a certificate or a post-graduate degree               ic areas within the industry and also provide quality education,
or anything in-between, most colleges will require students to             work experience and career placement. Interested students
conduct an internship or on-the-job training in addition to tak-           should also take time to meet with people already employed in
ing general education classes and classes within the major.                the industry. Students can learn from these professionals what
Lacey Steinberg, a tourism management student at Iowa Lakes                they like about their job, what skills they feel are critical for suc-
Community College, knows that her college courses will make                cess, and where the job growth will be in the next decade. Be
a difference once she enters the workforce. «I’m improving my              sure to ask where they gained their experience, educational
speaking skills, learning to communicate well in writing, study-           background, and in general what keeps them coming back each
ing geography, researching cultural differences, taking Spanish            day. Egel shared her philosophy about her position in the airline
classes and generally preparing myself to answer customers’                industry by saying, «Just love the job, have fun, sometimes you
questions correctly.» She was drawn to the industry because                need to make the best of any bad situation. This is the perfect
she loves to travel but now realizes, «this education has just             job to learn just how really strong one can be.»
made me want to help other people travel. People should get
out and see the world!»                                                    Provided by Renee Jedlicka, Professor, Tourism Management, Iowa
   Community colleges in the U. S. have numerous programs                  Lakes Community College, Emmetsburg, IA.
related to this career field. Some vary from broad-based cur-              http://www.internationalstudentguidetotheusa.com
riculum objectives, while others are subdivided into specialized
areas. The advantage of these colleges is that they offer stu-
dents the opportunity for vocational training and the ability to
transfer to a four-year college or university. A Guide to College
Programs in Hospitality and Tourism lists numerous community




                                                                      1
                                                                                                                                  June, 2007
                               p rof e s siona l : c aree rs in tour i sm in ho spitalit y


log on to tHe next Wave
in tourism
                                                                            cused environment. You need to be flexible, adaptable, enjoy
                                                                            problem-solving and thinking on your feet and to be able to work
                                                                            as part of a team.
                                                                               Michelle Davies is 21 and is a Receptionist with hotel group
                                                                            Jarvis. Michelle says that the diversity of the industry brings
                                                                            challenges and new opportunities, and that’s what appeals to
                                                                            her. She says, «I originally came to Jarvis when I was on a
                                                                            year’s industrial work experience from University, now I work
                                                                            part-time as a Receptionist which allows me to continue my
                                                                            studies towards a BA (Hons) in Hospitality Management». Her
                                                                            advice to anyone considering a career in hotels, «Don’t be put
                                                                            off by the thought of long hours and less pay initially – I followed
                                                                            my heart when I chose this as a career and I don’t regret it for
                                                                            a moment». Michelle hopes to go on to become a Conference
                                                                            and Events Manager when she has completed her degree.
                                                                               But of course it’s not just about hotels – the hospitality indus-
                                                                            try affects us every day – think about it – grabbing a sandwich
                                                                            for lunch, stopping off for a coffee or drinks with friends, staying
                                                                            at a hotel, going to the cinema or theatre, school meals, eating
                                                                            at a canteen in work, catching a train, motor-way service sta-
                                                                            tions… the list goes on and on…….
                                                                               Claire Rankin is Executive Chef at Fish plc. After studying
                                                                            general catering for 2 years in college her first job was as a chef
                                                                            in a small hotel, before joining Center Parcs as Commis Chef
                                                                            where she was quickly promoted to Chef de Partie. Moving to
                                                                            London she took a job specialising in fish and within two years
                                                                            became Executive Chef of a new restaurant group – Fish! She
                                                                            says, «My career is very satisfying and I was delighted to be
                                                                            given an industry ‘Acorn’ award in 2001. My advice to young
                                                                            chefs wanting to progress in their career would be to focus
                                                                            on what they want to achieve – put your head down and keep
                                                                            working. That’s what I did – believe me, you will get noticed!»

For        many people the thought of a career in hospitality, lei-
           sure and tourism brings up images of chefs, fitness in-
structors and overseas reps…. and nothing else! Well of course,
                                                                               What about travel and tourism! Sounds great, travel around,
                                                                            see the world, meet people – but is that really all it’s about! Well
                                                                            no, of course not, just like any job or career it’s what you make
these are all careers that fall within these sectors, but there is          it, and of course the variety of this sector is enormous. It’s a
so much more to consider…. in fact much, much more, the hos-                huge growth sector, valued at a massive Ј270 billion worldwide.
pitality industry alone employs 1 in every 10 people in the UK,             In the last 10 years, international tourism has accounted for 1
that’s over 2.5 million people working in more than 30,000 es-              in 6 of all jobs, 125,000 tourism businesses exist in the UK and
tablishments. Also, 1 in every 5 new jobs fall into this sector with        1.75 million people are employed in these businesses.
another 400,000 new jobs created by 2006 according to The                      Travel and Tourism is closely linked with Hospitality and Lei-
British Hospitality Association. This is a huge industry offering           sure, all sectors are providing services for their customers. It’s
variety, diversity and tons of different jobs and career opportuni-         a very inter-dependent industry…. it’s constantly expanding…
ties to suit everyone.                                                      which means more jobs and careers!
   So what sort of person do you need to be to work in hospi-                  What’s the best way in to this industry then and what qualifi-
tality, leisure and tourism. Well to begin with you need to like            cations do you need? Hospitality and Catering, like many other
people, and enjoy the challenge of working in a customer fo-                sectors, suffer from skills shortages in certain areas. Undoubt-

                                                                       1
                                                                                                                                 June, 2007
                               p rof e s siona l : c aree rs in tour i sm in ho spitalit y




edly there are a wide range of jobs on offer – Receptionists,                  If it’s a career in Travel and Tourism that interests you, again
Bar, Conference and Banqueting, Event Management, Chefs,                    there are too many jobs to mention here, Travel Agents, Over-
Waiters, Sales and Marketing, House-keeping, Food and Bev-                  seas Reps, Cabin Crew, Marketing for a Tour Operator, Cus-
erage Managers… these are just a few! The three main entry                  tomer Relations, Operations Roles, Cruise Ships, Tourist Infor-
routes are:                                                                 mation Centres, just a few to consider. This sector is attractive
* By getting a job and benefiting from company training and                 to new recruits and competition can be tough, some of the quali-
    development – maybe alongside a part-time college course.               fications that could help you on your way include:
    Whitbread Restaurants offer a fantastic Chef apprentice                    Qualifications alone are no guarantee of a job in either the
    scheme, which combines training in the work-place with a                hospitality, leisure, travel or tourism industry a lot depends on
    day-release to College.                                                 your personality, attitude, communication skills and – common
* By becoming a trainee and securing a Modern Apprentice-                   sense approach to work and life in general!
    ship or National Traineeship which will offer full time training
    for young people up to the age of 25 to NVQ/SVQ level 3.                http://www.springboarduk.org.uk

* By enrolling on a full-time college or university course.                 http://www.ca.courses-careers.com
    There are courses to suit all abilities, whatever your aca-
    demic achievements.




                                                                       1
medical




 Dental tourism
                                                                                                                               June, 2007
                                                 m e dic a l : D e ntal tour i sm


medical tourism: WHy
americans are traveling
aBroad for HealtH care
                                                                          Aschwald said. A Santa Clara doctor quoted Aschwald a price
                                                                          of $4,895 for surgery to correct myopia. The cost in India was
                                                                          $1,250. The surgery was performed by an Indian doctor trained
                                                                          in London using laser equipment made in Germany – so new
                                                                          that it hasn’t yet been licensed in the United States. Aschwald
                                                                          said he would have spent $2,000 in the United States for the
                                                                          CT angiogram that cost him $225 in India. It took the Aschwalds
                                                                          25 hours to fly to India, not counting a six-hour layover in Sin-
                                                                          gapore. They paid $1,450 apiece for airfare and $185 a night to
                                                                          stay at The Orchid, an ecology hotel in the exclusive Bollywood
                                                                          section of Mumbai where the eye clinic was located. They ar-
                                                                          rived on a Wednesday. Aschwald had his CT angiogram per-
                                                                          formed the next day. On Sunday, he had his eye surgery and on
                                                                          the next Tuesday the couple flew to another area in India and
                                                                          began touring. The temperatures during their 17-day visit were
   HOWARD ASCHWALD’S wife and mother had the same re-                     in the 80s. It rained only once.
action earlier this year when he told them he was thinking of                Because Americans going abroad for medical treatment often
traveling to India to have laser eye surgery performed. «Their            combine business and pleasure, the trend is typically referred to
response was, ‘You’re going to India and having somebody                  as medical tourism. That may be a misnomer, however, said Pe-
work on your eyes. Oh my God!’» said Aschwald, a Belvedere                ter Lindland, chief executive of Florida-based Medical Nomad,
investment manager. «I was concerned the way his mother was               a Web site providing information for prospective medical tour-
concerned,» said his wife, Michelle Aschwald. «He had to call             ists. That is because the people with the strongest motivation to
his mother after the surgery was over.» Aschwald, 52, had the             seek medical treatment in countries outside the United States
eye surgery performed in Mumbai, India, in March and a CT                 are those who face crippling medical expenses if they have
angiogram, a test to gauge the health of his heart, at a sepa-            the procedures performed here, Lindland said. «They have a
rate clinic there. Aschwald saved thousands of dollars on the             choice between their health and their financial solvency,» said
procedures, and he and his wife realized a longtime dream: a              Lindland, who became interested in the topic after saving more
vacation in India. «We’ve been studying India for a long time,»           than $5,000 by traveling to Guatemala for dental work.
Michelle Aschwald said. «We like yoga.» Increasingly, United                 Guy Esberg, a San Anselmo marketing consultant, said he
States residents are traveling abroad to have medical proce-              would have had to sell his house, and more, to pay for the sur-
dures performed, said John Knox, a spokesman for MedSolu-                 geries and hospitalization he received in Ravensburg, Germa-
tion, a new Vancouver, B. C. -based company that acts as a                ny, in 1998 – had the procedures been performed in the United
broker between American patients and foreign hospitals.                   States. «It would have been devastating,» Esberg said. Esberg
   In the United States, the trend is being driven by the spiral-         required vascular surgery to repair a leg that he injured by walk-
ing cost of medical care and the growing ranks of the uninsured,          ing through a plate glass window as a boy. Due to his previous
Knox said. In Canada, where medicine is socialized, long waits for        injury and other medical problems, no private company will in-
surgeries are having the same effect, he said. Residents of Great         sure him. Esberg is covered by the state of California’s Major
Britain and other European countries with government-managed              Risk Medical Insurance Program. Esberg says his insurance
health care started the trend several years ago, Knox said.               would have covered just one night in the hospital and one mor-
   The eye surgery Aschwald had performed is considered elec-             phine shot the next day before being sent home. As it turned
tive and would not have been covered by his Blue Shield insur-            out, there were complications. Esberg required additional pro-
ance. He would have paid for the operation himself regardless.            cedures and spent three weeks in a German hospital. His en-
«I’ve got one of those wonderful $5,000 deductible policies,»             tire bill came to slightly more than $50,000 – about the same

                                                                     20
                                                                                                                                     June, 2007
                                                    m e dic a l : D e ntal tour i sm
amount he would have paid for one night in a U. S.                                               vaccine therapy, is in early stage clinical trials
hospital, Esberg said. Esberg may need addi-                                                              here, she said. Walston, 32, is seek-
tional surgeries on his leg, and he has already                                                             ing to boost her immune system to
picked out the hospital in Thailand where he                                                                battle a cancerous tumor lodged in
plans to have them done.                                                                                       her brain. She estimates the six
   The Bumrungrad Hospital in Bangkok                                                                          months of treatment will cost her
has been accredited by the Joint Com-                                                                          $30,000 to $40,000. «Conven-
mission International, a joint project                                                                        tional cancer care in the U. S. does
of the commission that inspects                                                                              not address the underlying causes
hospitals in the United States and                                                                        of disease,» Walston said.
the World Health Organization. The                                                                         Surprisingly, many cardiac and or-
International Organization for Stan-                                                                   thopedic procedures are a third cheaper
dardization is another organization                                                                     in France, Knox said. One reason may
that accredits health-care providers                                                                       be that the French government un-
worldwide. But unlike the JCI, which                                                                       derwrites the education of medical
focuses on quality of care, the IOS                                                                      students, he said. The real bargain
rates the providers’ business practices. «We are not the state-of-            basement prices, however, are in the Third World, particularly
the-art country any more for a number of surgical and treatment               India, Lindland said. «India is really gearing itself up, investing
areas,» Esberg said. «You can get better stuff done overseas.»                hundreds of millions of dollars in top-notch facilities,» Lindland
But medical tourists need to carefully check out the facility in which        said. «It’s the 800-pound gorilla in this industry.» Other players
they’re going to be treated, said Dr. Kathryn Najafi-Tagol, a San             include Argentina, Mexico, Costa Rica, Malaysia, Singapore,
Rafael eye surgeon. Najafi-Tagol came to the United States from               Thailand, the Philippines and Turkey, Lindland said. All the Turk-
Iran when she was 15 and has worked in hospitals in India. She                ish prices quoted on MedSolution’s Web site include a vacation
said the quality of care varies from facility to facility in India and        package. But one of the procedures offered, which allows a wom-
other Third World countries. «It’s a very different medical environ-          an to choose the sex of her baby, cannot be done inside Turkey
ment than the U. S.,» she said. «The standards are very differ-               because it conflicts with Islamic beliefs, Knox said. After being
ent.» Knox said, «You do hear nightmare stories in this industry              examined in Istanbul, patients are flown to Cypress for the opera-
about people who set up ad hoc surgical centers in their garage               tion. Medical practices in Third World countries such as India can
and they’re not qualified to be performing surgeries. It does hap-            charge less because their overhead, including salaries, is much
pen out there.»                                                               less, and they often have much lower litigation expenses, Lind-
   Najafi-Tagol said patients who are treated abroad also run a               land said. But while the fees they charge may seem minimal to
greater risk if there are complications. «The actual surgery is               U. S. residents, they are far too expensive for most of the people
one thing but then the followup care is just as important. Often              living in their own countries, Knox said. In most cases, the bulk of
times complications happen down the line – a week, a month,                   the population is dependent on the countries’ substandard social-
six months later,» Najafi-Tagol said. «If they haven’t been                   ized systems, Knox said.
treated locally then they don’t have anyone to go to.» Jeannine                  More Third World physicians are remaining in their counties
Walston of San Rafael, a freelance writer, will travel to Cologne,            of origin because of the growth in medical tourism, Lindland
Germany, later this month to receive immunotherapy treatments                 said. In the past, these counties have watched helplessly as
that have not been approved by the Food and Drug Administra-                  their best and brightest medical students left for higher pay in
tion in the United States. One of the treatments, dendritic cell              the West. This trend threatens to exacerbate the shortage of
                                                                              doctors here, he said. But Peter Warren, a spokesman for the
                                                                              California Medical Association, doubts that medical tourism will
                                                                              ever become popular enough to make a substantial dent in
                                                                              California’s medical system. «There will be a few people in the
                                                                              upper strata of society who will take advantage of it, but it’s not
                                                                              going to deal with the 7 million uninsured in California, it’s not
                                                                              going to bring down the price of premiums for health care, and
                                                                              it’s not going to unclog the emergency rooms, «Warren said.
                                                                              “It’s not even a flea on the elephant,” he said.

                                                                              http://abclocal.go.com




                                                                         21
                                                                                                                                 June, 2007
                                                  m e dic a l : D e ntal tour i sm


dental tourism –
neW tendencies
                                                                            well as those overseas who court American business, say it is
                                                                            a growing trend.
                                                                               There are countless Web blogs written by individuals who
                                                                            have received care in foreign countries, detailing both success
                                                                            stories and horror stories.
                                                                               On the Panama Guide blog, at www.panama-guide.com,
                                                                            one Southwest Florida resident details her positive experi-
                                                                            ence of having extensive dental work performed in Panama. In
                                                                            contrast, a story in the Los Angeles Times communicated the
                                                                            case of California resident Edson Martinez, who visited Tijuana,
                                                                            Mexico, for wisdom-tooth extractions. The procedure was per-
                                                                            formed with pliers for $50. Three weeks after his return to the
                                                                            United States, Martinez found that the Tijuana dentist had ex-
                                                                            tracted only part of each tooth, and he had to spend $1,000 to
                                                                            complete the work.

  H      ave you ever had a patient walk into your office and ask              A dentist from the 9th District, reflected on the impact of den-
         for a referral for a dentist in another country? Have you          tal tourism in his weekly Internet column, entitled «The Erosion
seen patients with foreign-made and placed crowns or other                  of American Dental Health Standards» (www.house.gov). He
dental work? According to many consumer publications, such                  wrote: «In the Mexican border towns, dental care costs less
as The New York Times, The Los Angeles Times, USA Today,                    than half of what we pay here in the United States. That has
and Arthur Frommer’s Budget Travel, among others, Americans                 led to a growing dental tourism industry in our Southwest. But
are increasingly crossing the borders in search of low-cost den-            according to travel industry warnings, 60 % of those performing
tal care. Some insurance policies cover the procedures and                  dental services are not properly trained or licensed, even by
are even offering referral services to help patients find English-          Mexican standards.
speaking dentists.                                                             Some patients are lucky and find a qualified dentist who deliv-
   At a glance, it seems like a win/win proposition. The patient            ers good treatment at a bargain price. Others patients are not
needs dental care. The patient can’t afford dental care in the              so lucky, suffer serious injury from unqualified hacks, and end
United States. The patient can receive much needed services                 up hospitalized or worse from infection. Quality in dental care in
at drastically reduced prices in India, Mexico, Costa Rica, Hun-            the border towns is found solely in the luck of the draw.»
gary, and countless other destinations. But the proposition ig-                The case for foreign-based care
nores the differences in training, infection control, sterilization,
                                                                               According to the U. S. Census Bureau, in 2003, an estimated
and materials’ standards in clinics outside our borders. And,               43.6 million Americans were without health insurance, and 120
these differences can lead to dangerous results.                            million were without dental coverage. There is no question that
   This trend is not new. Americans have long looked for                    when dental care is low cost or no cost, more people will seek
cheaper options for medical procedures, traveling the world                 care. In fact, people with dental insurance visit dentists almost
for everything from cosmetic surgery to operations for major                twice as often as people without coverage, according to the Na-
life-threatening problems. A Google search brings up millions               tional Center for Health Statistics.
of Web sites in seconds that promote the cost-savings of hav-                  Dental health providers in foreign countries advertise prices
ing medical procedures performed overseas. Online providers                 at one-third to one-tenth of U. S. prices. What’s more, even in-
publicize medical vacations, consisting of airfare, hotel accom-            sured patients may benefit from traveling for their care. Some
modations, excursions, and medical care at fractions of the cost            insurance providers permit patients to seek care outside of U. S.
of the same care in the United States.                                      borders. Evelyn F. Ireland, CAE, executive director of the Na-
   The agency for U. S. Customs and Border Protection does                  tional Association of Dental Plans (NADP), says coverage for
not keep statistics on how many Americans travel outside the                foreign dental care is generally provided in three ways. «There
country for medical care, nor does any other government agen-               are companies that only pay benefits for services rendered out-
cy. But doctors and other observers in the United States, as                side the country when it is an emergency,» she says. «Most of

                                                                       22
                                                                                                                                 June, 2007
                                                  m e dic a l : D e ntal tour i sm
these do not pay the dentist directly but pay the member based              and spoke to dentists who were willing to talk to me about it.
on the benefit structure, out-of-network percentage, or dollar              I came up with a business plan [paying local dentists a commis-
limits, etc. Then, there are companies that will pay the member             sion on work performed]. I built the rooms myself and bought
for services wherever they are rendered with some caveats. For              all of the equipment and supplies. «Most of the cases we see
example, if a provider has a U. S. address and a Mexican ad-                are fairly large. We usually have people stay for 10 days to two
dress, but is not licensed in the U. S., the provider will not be           weeks, during which they have about eight hours of chair time.
paid. But if there is no U. S. address and services are rendered            We try to do as much work as possible based on the time avail-
in Mexico by an appropriate provider, then payment is made                  able and what they can handle.»
according to the contract. This may be to the provider or to the               During his first year of business, Konev says his clinic treated
insured individual. Finally, there are companies that write inter-          between 40 to 60 people, mainly from the West Coast of the
national business for employers. They know at the outset there              United States, western Canada, and Alaska. Aside from the
are enrollees on both sides of the border or in multiple countries          front-end cost savings, there is another way American travelers
and they will be dealing with dentists on an international basis.           can benefit from foreign-based dental care. Believe it or not,
The payment mechanism varies. And, since more than 90 per-                  the work can be tax deductible. Like medical care provided in
cent of all dental benefits are provided through employment, the            the United States, patients who itemize on their tax return can
needs of the employer are paramount in setting the parameters               deduct the cost of foreign-provided dental care for themselves
for group dental coverage for their employees.»                             and their dependents provided it is an out-of-pocket expense
   Ireland questions how pervasive the trend really is. Although            and more than 7.5 percent of their income, according to a rep-
it has received a lot of attention by the consumer media, most              resentative from the Internal Revenue Service (IRS).
dental journals have not covered the phenomenon, and she                       However, there are limits to the deduction. The dental work
says, «In general, NADP’s member plans have not observed a                  must be medically necessary. But the only thing that is specifi-
trend of patients going to Mexico or other countries for dental             cally not deductible is tooth whitening. If a patient can get the
treatment, although some of our companies have observed an                  dentist to attest that a procedure was necessary, the patient can
increase in claims arising from employees of companies that                 write off the care.
they insure who travel or may be posted to a foreign assign-
ment for a period of time.» Continental Airlines and United Air-               Ethics, patient abandonment, and liability
lines both mention dental care as a reason vacationers leave                   During the continuing education course «Changing Times,
the country on their Web sites. But if Americans are leaving                Challenging Ethics» at the American Dental Association (ADA)
the states to get their teeth fixed, how do they find a dentist?            annual meeting in October 2005, a dentist from Arizona reported
Continental suggests that citizens contact the U. S. Embassy                that some patients want to visit their U. S. dentists for treatment
to find English-speaking dentists. Other dental vacationers                 plans and cleaning, but have treatments performed in Mexico
visit Web sites, such as Fodor’s Travel, which has a forum                  and remain patients of record. He said this behavior was a big
(www.fodors.com) dedicated to information exchange so in-                   problem in Oregon and southern California.
terested vacationers can rely on personal recommendations.                     The course was presented in cooperation with the ADA Coun-
And some travelers can merely contact their insurer to find a               cil on Ethics, Bylaws and Judicial Affairs. Panel members said
dentist. Delta Dental recently introduced a referral service for            that each dentist must make his or her own decision on whether
their enrollees through a partnership with International SOS As-            to continue to treat patients that elect to travel outside of the
sistance, Inc.                                                              United States for part of their dental care. The panel said a den-
  Scope of treatment                                                        tist can treat those patients as referrals or as abandonment.
  For most Americans, it is not realistic to think that all of their
dental care can be handled while on dental vacations. For this
reason, many U. S. citizens who travel for dental work do so for
expensive procedures that they cannot afford at home, such as
implants and full-mouth rehabilitation.
  Nick Konev is the owner of Mexican Dental Vacations, a com-
pany that specializes in providing dental care to travelers from
Western countries. After visiting Mazatlan, Mexico, for many
dental procedures and having experiences ranging from good
to so bad that the work had to be redone, he decided to move
his family to Mexico and set up a «world-class» dental clinic,
providing care at between 50 and 70 percent below costs in the
U. S. and Canada.
  Konev is not a dentist. He says he «participated in discus-
sions on dental forums and read a lot of dental trade magazines

                                                                       23
                                                                                                                                 June, 2007
                                                 m e dic a l : D e ntal tour i sm
                                                                           feel powerless. It will take forever before the legal system will
                                                                           award them anything, or even get it in front of a judge. When a
                                                                           patient comes to work with us, we notify him or her that we are
                                                                           insured for malpractice, but the legal system in Mexico is slower
                                                                           than the United States. It will be years and years before a case
                                                                           is finalized.»
                                                                              Because patients are not likely to be reimbursed for shoddy
                                                                           foreign care, some U. S. dentists are reluctant to care for pa-
                                                                           tients who have been treated outside of the country. They worry
                                                                           that litigious patients may be looking for someone to blame
                                                                           when they have problems, and they may blame their problems
                                                                           on the follow-up care provided by their U. S. dentist.
                                                                              Although Crimmins has not seen evidence of this happen-
                                                                           ing to date, she recommends that dentists keep good records
                                                                           to protect themselves. She says, «Dentists should talk to the
                                                                           patient and explain why consistent visits to one dentist are im-
                                                                           portant for achieving complete dental care. Dentists can protect
   With the disparity between populations in dental care, some             themselves in these instances by completing a thorough exami-
dentists believe that if decent care is coming back, it’s not a            nation and carefully documenting the patient’s baseline condi-
great risk. If a patient is discerning when they choose their pro-         tion, so the dentist can clearly delineate the treatment he or she
vider, it may be that foreign-provided care is better than no care.        provided from the treatment performed by another dentist.»
Others ask: «Is this compromising my ability to treat the whole               Accreditation and safety standards
patient?»
                                                                              It’s no secret that accreditation standards are different in dif-
   Robyn Crimmins is the vice president of risk management                 ferent parts of the world. U. S. dentists undergo some of the
and communications for The Dentists Insurance Company                      most comprehensive training and have stringent requirements
(TDIC), a subsidiary of the California Dental Association. She             for being licensed to practice dentistry. Patients who take dental
says dental tourism «hinders [a U. S. dentist’s] ability to provide        vacations can be subjecting themselves to care by unqualified
thorough, continuous care. Sometimes patients will spend half              or underqualified practitioners. For instance, in Mexico, medical
of their time in another country and half of their time here. When         physicians typically need six years of schooling, while U. S. phy-
they’re here, they’ll come to the dentist basically for emergency          sicians spend between eight and 11 years in training, including
treatment only and have bigger procedures, such as implants,               college, medical school, and residency programs. Comparable
done in the other country, presumably because they’re more                 discrepancies exist in other countries, and in other medical
comfortable there, or they spend more time there, or maybe                 fields, such as dentistry.
because it’s cheaper. The dentist here feels there is no continu-
                                                                              Dentists aren’t always trained in the country where the work
ity of care, because the patient is only coming to them on an
                                                                           is being performed. A highly publicized case involved a dentist
emergency basis. Dentists do get nervous about that because
                                                                           from Colorado, Hal Huggins, DDS, who opened a clinic in Mex-
they feel they aren’t able to control what the dentist out of the
                                                                           ico after losing his Colorado license. Huggins refers to his prac-
country is doing and might believe the care is substandard, al-
                                                                           tice methods as «holistic dentistry» and advocates the removal
though that is not always the case.»
                                                                           of amalgam to cure an exhaustive list of maladies. Huggins’
   However, Crimmins says the liability is no greater than when            license was revoked on Feb. 29, 1996; however, for a mere
patients «dentist hop» here in the United States. «We haven’t              $240 an hour, patients can still reach him for a phone consulta-
seen any claims that have arisen as a direct result of the patient         tion. Patients also can visit his clinic, the American Bio Dental
being treated in another country and coming back here,» she                Center in Tijuana, Mexico. Although it is not known whether
says.                                                                      Huggins is currently practicing in that clinic, he has purportedly
   There are no guarantees for work performed by foreign den-              «trained» a number of dentists-U. S. -based and abroad-to use
tists. Furthermore, the legal system is different depending on             his techniques. You may wonder how an unlicensed U. S. den-
which country a patient visits. In cases of malpractice, it may            tist is working in Mexico. But, even if a dentist is licensed in the
take years before a patient can collect on a settlement-if ever.           country a patient chooses to visit for his or her care, having
Awards may not even cover the cost of re-treatment in the Unit-            dental treatments performed by a foreign-based practitioner is a
ed States.                                                                 gamble. In the United States, there are a number of government
   Konev says, «Once they return to the U. S., patients are more           agencies that monitor the quality of materials and equipment
or less on their own. There is nothing that they can do. We try            (the Food and Drug Administration), accreditation (Commission
to take care of problems on our end before it gets to the point            on Dental Accreditation, along with state boards), and infec-
where it’s a malpractice issue, because then the patient can               tion control (the Centers for Disease Control and Prevention).

                                                                      2
                                                                                                                                June, 2007
                                                 m e dic a l : D e ntal tour i sm




Many other countries have no such safeguards. For example,                    And the borders could be opening in both directions. Konev
if Americans can’t drink the water in Mexico, is it safe to use for        also has received a query from a dentist from Winnipeg, Man-
dental procedures?                                                         itoba, and one from Vancouver, Wash., who want to work in
   According to Konev, «There are dentists in Mazatlan who ca-             Mexico on a part-time basis. He says, «The doctor from Win-
ter to people of importance and high society, and they charge              nipeg is going to semi-retire in Matzalan and he wants me to
close to American prices. On the other end of the spectrum,                look into what it would take for him to get his license to practice
there is the doctor set-up in the ghetto. These set-ups would              there. He would be our quality control person and help to train
cost probably a third or less of U. S. costs. But it’s not the same        our dentists.»
equipment or supplies. They buy the cheapest materials pos-                   What should dentists do?
sible and the work suffers as a result.»
                                                                              To date, most medical associations have not addressed the
   Konev says his clinic is set up to run on bottled water, au-            issue of medical tourism. The American Society of Plastic Sur-
toclaves are used for sterilization, and ultrasonic cleaners are           geons has issued statements of caution; however, the ADA and
used with sterile solution. However, he admits that it is some-            other dental associations have been largely silent on the matter.
times difficult to get supplies, such as dental alloys and impres-         The ADA did request information from the NADP for a meeting
sion materials, on time. «We buy whatever we can in Mexico                 in October 2005, because there were some issues raised by
when we have a reliable supplier. Most of the specialized equip-           dentists in the state of Texas. As a result, Ireland placed a query
ment we source is from the United States,» says Konev.                     to NADP members, finding that dental tourism may not be as
   There are other reasons that dental vacations are danger-               pervasive as many dentists seem to believe. However, Ireland
ous. Providers advertise that patients can have fun in the sun             says the NADP hasn’t been provided with a report, or any infor-
while recuperating from extensive dental work. However, inci-              mation about steps the ADA will take on the matter.
sions heal poorly if they are exposed to sunlight, and patients               Patients will make their own decisions, and their treating den-
on antibiotics for infection control should not be exposed to the          tists should advise them of the dangers of seeking treatment
sun. Also, participating in vacation activities soon after surgery         in other countries. The Web site for the World of Sahaj Dental
can boost the risk for complications…as can travel. Aside from             Clinic in India (www.sahajdental.com) incorporates a quote
financial reasons, some dentists providing care in foreign coun-           by a dentist-Dr. William Dickerson-to illustrate the importance
tries may be motivated to treat American patients because of               of quality. Dr. Dickerson said, «Buying expensive things make
the increased exposure and experience. They could be treating              you feel bad once only, but the bitterness of poor quality lingers
their foray into dental tourism as a stepping stone toward get-            long, even after the sweetness of low cost is forgotten. ”
ting credentialed to practice in America.
                                                                              In the case of dental tourism, many patients and dentists
   Konev says, «This summer, our doctor is scheduled to go to              agree that poorly done dental work is too high a price to pay.
the Hornbrook Institute for a course, and in March we are going
to the Dental Implant Institute of Las Vegas for the hydraulic
condensing course with Dr. Jennifer Shaw. Some of the dentists             By: Kristina Lynch
who we work with consider that to be their ultimate goal-to move           http://www.agd.org
to the United States and start working there. But, right now, we
have six – and seven-year contracts with the doctors. That’s
plenty of time for us to get a return on our investment.»

                                                                      2
                                                                                                                               June, 2007
                                                 m e dic a l : D e ntal tour i sm


tHe pHenomenon
of «dental tourism»




  G     oogle the term «dental tourism» and the vaunted Inter-
        net search engine serves up nearly 9.4 million listings,
most of them links to other Web sites that offer a dizzying array
                                                                             The newspaper described towns in Hungary and other East-
                                                                          ern European countries where «brass plaques and molar-
                                                                          shaped signs bearing easy-to-grasp names like ‘Eurodent’ and
of options for dental patients willing to cross borders or even           ‘Happy Dent’ line the streets along a central shopping district.»
oceans in pursuit of cut-rate dental care.                                   The Webs site «dentaltourism. org» lures visitors to the Hun-
  Globalization and its implications for dentistry                        garian capital of Budapest, which it claims has emerged as a
                                                                          center of health care service for tourists «now that the commu-
  Promising low cost and high quality, dental service outlets in          nist system has expired.» The site boasts that the «Hungarian
Mexico, Hungary, Bulgaria, Austria, India, Australia, the Philip-         medical level of training compares to the [United Kingdom] or
pines and uncounted points in between are pitching their ser-             Irish practitioners.»
vices to relatively affluent, yet cost-conscious health care con-
sumers in Western Europe and the United States.                              Random spot checks with state dental leaders for this report
                                                                          suggest that for most, particularly in the northern regions, dental
  The Sahaj Dental Clinic in New Delhi, India, for example, tells
                                                                          tourism is not high on their list of pressing concerns, and for
Web site visitors that U. S. and European dentists «can charge
                                                                          good reason. It’s not a major issue with a lot of their members,
$300 to $400» for a single caries restoration that «costs only
                                                                          at least for now.
$20 to $40 in India.»
                                                                             «Nobody’s called me to grouse about it or to express amaze-
  Nevermind that even a discounted round-trip ticket to New
                                                                          ment at it,» said Peter Taylor, executive director of the Vermont
Delhi from, say, Chicago would set the traveler back more than
$1,400, a booking agent at «Goindiatravel» reported July 3.               State Dental Society.
  Americans obviously are not trekking to India or Eastern Eu-               Further south, however, that some patients leave the country
rope for single routine restorations. Most who go the extra miles         for dental treatment is a larger issue, though it hardly qualifies
need extensive care that, as they see it, justifies the added             as news.
expense, particularly when a dental visit is combined with an                «The term ‘dental tourism’ may be new, but certainly what we
exotic vacation.                                                          see happening is not new,» said Dr. John S. Findley, who rep-
  Health care tourism has emerged in recent years as «a fast-             resents the 15th District (Texas) on the ADA Board of Trustees.
growing phenomenon in which travelers, typically from wealthier           «I don’t think it’s new anywhere, but it’s especially not new in
countries, visit less-developed nations for medical care mixed            Texas.»
with vacation, all at cut-rate prices,» USA Today reported in July           Dr. Findley said he’s heard estimates that, in the state’s lower
2005.                                                                     Rio Grande Valley, as much as 30 percent of the population will

                                                                     2
                                                                                                                               June, 2007
                                                 m e dic a l : D e ntal tour i sm
                                                                           «They ground the tooth down to below the gum line but left the
                                                                           root,» recalled Dr. Ceja, who removed the root and relieved the
                                                                           woman’s pain.
                                                                             Kent Cravens, executive director of the New Mexico Dental
                                                                           Association and a native of the state, recalled hearing reports
                                                                           30 years ago of patients crossing the border into Mexico for
                                                                           dental care.
                                                                             «Some ended up with dentistry that was adequate,» he said.
                                                                           «Some were not so fortunate.»
                                                                             Dr. Lee Cain, a general dentist in Albuquerque and a past
                                                                           president of the state dental association, tells the story of one
                                                                           patient who was not so fortunate.
                                                                             «I had a young woman in her early 20s, a patient with me for
                                                                           about a year or less,» he recalled. «I examined her and recom-
                                                                           mended numerous dental restorations.»
                                                                             Instead of accepting Dr. Cain’s treatment plan, the woman
                                                                           crossed the border into Mexico where composite resins were
                                                                           applied to her teeth.
                                                                             «It was as if someone took a handpiece, ran it down the
                                                                           groves and over the marginal ridges and then put composite
                                                                           down the middle of it,» he said. «There was no separation be-
                                                                           tween the teeth. She couldn’t floss. There had been no actual
                                                                           caries removal, no preparation of the teeth.»
                                                                             Dr. Cain advised the woman that the «restorations» would
                                                                           have to be redone. He noted, too, that she had developed a
cross the border for dental care in a given year, a percentage
                                                                           severe case of gingivitis. Adding to her woes, the woman had
that he said includes people who winter in the area.
                                                                           used up her dental benefits for the year.
   «But it’s not really a Texas or border-state problem,» he added.
                                                                             «She’s in a situation where she can’t afford to have anything
«Disappearing borders and the ease of air travel today make a
                                                                           done» at least until next year, said Dr. Cain. «The saddest part
flat world a shrinking world. It’s easy to travel anywhere.»
                                                                           of this is that she is so very young.»
   Dr. Ivan E. Rodriguez, immediate past president of the Rio
                                                                             The anecdotal experiences of random patients are not indict-
Grande Valley District Dental Society in Brownsville, Texas,
                                                                           ments of dental care in Mexico or, for that matter, anywhere else
noted that literally hundreds of dental offices and clinics are
                                                                           on the planet. Capable dentists and quality care can be found
crowded into the cities and towns south of the border. «I’m told
                                                                           the world over. The question is what becomes of patients who
the area has the highest number of dentists per capita in the
                                                                           fall prey to incompetence.
world,» he said.
                                                                             Dr. Thomas J. Schripsema, also from Albuquerque and a
   (The town of Nuevo Progreso, for example, advertises itself
                                                                           member of the ADA Council on Dental Benefit Programs, said
as the border «crossing point of choice» and boasts that the
community is home to 90 to 100 dental offices.)
   Some dentists interviewed for this report blamed employers
and insurers for allegedly encouraging patients to travel in pur-
suit of reduced-fee treatments. But Dr. Frank Ceja of National
City, Calif., about 15 miles from the border with Mexico, said
that insurance may not be the driving force.
   «Most of the people who go down there don’t have insur-
ance,» he said. «That’s why they go down there.»
   Dr. Ceja recounted the harrowing story of a woman who en-
tered his office one day complaining of pain. She claimed she
had been to Mexico where she spent nearly three hours in a
dental chair as one practitioner, then another, attempted unsuc-
cessfully to extract a tooth.
   Finally, she said, a third practitioner-whether any of them were
dentists is unknown-used a handpiece to grind down the tooth.

                                                                      2
                                                                                                                                 June, 2007
                                                  m e dic a l : D e ntal tour i sm
there has been talk in his trustee district about asking the As-               «The potential for mischief is great and may be difficult to
sociation to open a dialogue with insurers on what can be done              control,» Dr. Guay told the Board.
to help patients like the one Dr. Cain described.                              Dr. Kathleen Roth, ADA president-elect, visited the Texas bor-
  The objective, he said, would be to «make sure that patients              der region in August «to be educated on the issues» as seen
were receiving quality care and that they weren’t having to pay             through the eyes of local dentists.
for things twice.»                                                             «The key,» she said, «is educating patients to understand
  He said his district caucus (Trustee District 14) may ask the             that optimal dental health is not a tour-bus stop, not a one-time
ADA House of Delegates to urge the appropriate Association                  visit, but a lifetime of joint effort involving the patient and the
agency, most likely CDBP, to communicate with insurers on                   dental team.»
what might be done for such patients.                                          She added, «We want what’s best for our patients. Freedom
  «It was my feeling that this was something that would be in               of choice has certainly been one of our hallmarks. We believe
the insurers’ interests as well,» said Dr. Schripsema. «It’s a good         that a patient should be able to choose his or her provider, but
place for us to cooperate, I think, in terms of helping patients get        we want them to make informed choices.»
quality care and not have to go through rehabilitation.»                       The ADA is keeping an eye on the phenomenon of dental
  Dr. Joel F. Glover, ADA trustee for the 14th District, said he            tourism as just one element of globalization-a wide range of
was «aware and fully supportive of» the push to bring the matter            economic, social and geopolitical factors affecting the way of
to the ADA House.                                                           life for millions around the world, including U. S. dentists and
  In a June report to the ADA Board, Dr. Albert Guay, the Asso-             the patients they serve.
ciation’s chief policy advisor, said health care tourism is limited
to «a small number of people now, but has the potential to ex-                By James Berry
pand.»                                                                        http://www.ada.org
  Driving expansion, he said, is the travel industry itself, adding
a «new dimension to health care advertising» by bringing «a
non-health care third party» into the health care system.




                                                                       2
                                                                                                                                June, 2007
                                                 m e dic a l : D e ntal tour i sm


dental plans – dental
HealtH insurance
                                                                            ever is less. These limits are the result of a contract between
                                                                            the plan purchaser and the third-party payer. Although these
                                                                            limits are called «customary,» they may or may not accu-
                                                                            rately reflect the fees that area dentists charge. There is wide
                                                                            fluctuation and lack of government regulation on how a plan
                                                                            determines the «customary» fee level.
                                                                          • Table or Schedule of Allowance programs determine a list of
                                                                            covered services with an assigned dollar amount. That dollar
                                                                            amount represents just how much the plan will pay for those
                                                                            services that are covered, regardless of the fee charged by
                                                                            the dentist. The difference between the allowed charge and
                                                                            the dentist’s fee is billed to the patient.
                                                                          • Capitation programs pay contracted dentists a fixed amount
                                                                            (usually on a monthly basis) per enrolled family or patient. In
                                                                            return, the dentists agree to provide specific types of treat-
                                                                            ment to the patients at no charge (for some treatments there
                                                                            may be a patient co-payment). The capitation premium that
                                                                            is paid may differ greatly from the amount the plan provides
                                                                            for the patient’s actual dental care.
                                                                             Understanding Dental Plans
                                                                             Predetermination of Costs
                                                                             Some plans encourage you or your dentist to submit a treat-
                                                                          ment proposal to the plan administrator before receiving treat-
                                                                          ment. After review, the plan administrator may determine: the
                                                                          patient’s eligibility; the eligibility period; services covered; the
                                                                          patient’s required copayment; and the maximum limitation.
                                                                          Some plans require predetermination for treatment exceed-
                                                                          ing a specified dollar amount. This process is also known as
                                                                          preauthorization, precertification, pretreatment review or prior
                                                                          authorization.

  D      ental health benefit plans vary widely. You should know
         how your plan is designed, since this can significantly
affect the plan’s coverage and your out-of-pocket expense.
                                                                             Annual Benefits Limitations
                                                                             To help contain costs, your plan may limit your benefits by
                                                                          number of procedures and/or dollar amount in a given year. In
  Although the individual features of plans may differ, the most          most cases, particularly if you’ve been getting regular preven-
common designs can be grouped into the following categories:              tive care, these limitations allow for adequate coverage. By
                                                                          knowing in advance what and how much your plan allows, you
• Direct reimbursement programs reimburse patients a pre-
                                                                          and your dentist can plan treatment that will minimize your out-
   determined percentage of the total dollar amount spent on
                                                                          of-pocket expenses while maximizing compensation offered by
   dental care, regardless of treatment category. This method             your benefits plan.
   typically does not exclude coverage based on the type of
   treatment needed, allows patients to go to the dentist of their           Peer Review for Dispute Resolution
   choice, and provides incentive for the patient to work with the           Many plans provide a peer review mechanism through which
   dentist toward healthy and economically sound solutions.               disputes between third parties, patients and dentists can be
                                                                          resolved, eliminating many costly court cases. Peer review is
• «Usual, Customary and Reasonable» (UCR) programs usu-                   established to ensure fairness, individual case consideration
   ally allow patients to go to the dentist of their choice. These        and a thorough examination of records, treatment procedures
   plans pay a set percentage of the dentist’s fee or the plan ad-        and results. Most disputes can be resolved satisfactorily for all
   ministrator’s «reasonable» or «customary» fee limit, which-            parties.

                                                                     2
                                                                                                                                  June, 2007
                                                   m e dic a l : D e ntal tour i sm
  Key Features to Consider When Selecting a Den-                             payment schedules are equitable. This analysis can help opti-
tal Plan                                                                     mize your benefit levels, ensuring that every dollar you spend
  In reviewing and comparing health plans, consider the fol-                 is used wisely.
lowing when determining whether the coverage will satisfy your                  If you are covered under two dental benefits plans, notify the
dental care needs:                                                           administrator or carrier of your primary plan about your dual
• Does the plan give you the freedom to choose your own den-                 coverage status. Plan benefits coordination can help protect
    tist or are you restricted to a panel of dentists selected by the        your rights and maximize your entitled benefits. In some cases
    insurance company? If restricted to a panel, is your dentist             you may be assured full coverage where plan benefits overlap,
    on this panel?                                                           and receive a benefit from one plan where the other plan lists
• Who controls treatment decisions – you and your dentist or                 an exclusion.
    the dental plan? Some plans may require dentists to follow                  It may be wise to choose a plan that imposes dollar or service
    the «least expensive alternative treatment approach.»                    limitations, rather than one that excludes categories of service.
• Does the plan cover diagnostic, preventive and emergency                   By doing so, you can receive the care that’s best for you and
    services? If so, to what extent?                                         actively participate with the dentist in the development of treat-
• What routine treatment is covered by the dental plan? What                 ment plans that give the most and highest quality care.
    share of the cost will be yours?                                            To help you stretch each dental benefit dollar, most plans pro-
• What major dental care is covered by the plan? What per-                   vide patients and purchasers with special administrative ser-
    centage of these costs will you be required to pay?                      vices. Find out if your plan provides the following mechanisms
• What are the plan’s limitations (a limit to the benefits for a pro-        to help you budget, analyze and dispute, if necessary, the costs
    cedure or the number of times a procedure will be covered)               of your dental care.
    and exclusions (denied coverage for certain procedures)?                   Some More Things to Consider Before Buying
• Will the plan allow referrals to dental specialists? Will my               Dental Insurance
    dentist and I be able to choose the specialist?
                                                                               Cosmetic Dentistry
• Can you see the dentist when you need to and schedule ap-
                                                                               Cosmetic dentistry is any type of procedure done for vanity
    pointment times convenient for you?
                                                                             purposes only. Teeth bleaching is very popular. While the ef-
• Who is eligible for coverage under the plan and when does                  fects are gorgeous, keep in mind that 99.9 percent of dental
    coverage go into effect?                                                 insurance companies won’t pay for cosmetic dentistry.
  Your dentist cannot answer specific questions about your den-                Comprehensive Coverage
tal benefit or predict what your level of coverage for a particular
procedure will be. Each plan and its coverage varies according                 Before deciding to purchase dental insurance, talk with your
to the contracts negotiated. If you have questions about cover-              dentist regarding the extent of your treatment plan. This way
age, contact your employer’s benefits department, your dental                you can decide if you would be better off with or without dental
health plan, or the third-party payer of your health plan.                   insurance. A very important factor to remember regarding any
                                                                             dental inurance plan is that dental insurance is not at all similar
   Limitations of Dental Plans                                               to medical insurance.
   To control dental treatment costs, most plans limit the amount              The majority of dental insurance plans are designed with
of care you can receive in a given year. This is done by plac-               the the purpose of only covering the basic dental care around
ing a dollar «cap» or limit on the amount of benefits you can                $1000.00 – $1500.00 (about the same amount that they cov-
receive, or by restricting the number or type of services that are           ered 30 years ago) per year and is not intended to provide com-
covered. Some plans may totally exclude certain services or
                                                                             prehensive coverage like that of medical insurance.
treatment to lower costs. Know specifically what services your
plan covers and excludes.                                                      To help with financing your dental care, many dental offices
                                                                             are now offering interest free payment plans as a courtesy to
   There are, however, certain limitations and exclusions in most
                                                                             you, because they understand that dental insurance is only go-
dental benefits plans that are designed to keep dentistry’s costs
from going up without penalizing the patient. All plans exclude              ing to pay for a small portion.
experimental procedures and services not performed by or un-
der the supervision of a dentist, but there may be some less                   WebMD, Inc.
obvious exclusions. Sometimes dental coverage and health in-                   http://dent.info.md
surance may overlap. Read and understand the conditions of
your dental plan. Exclusions in your dental plan may be covered
by your medical insurance.
  Points to Consider
  Patients and plan purchasers should insist on regular reviews
of premium levels to ensure that UCR or Table of Allowances

                                                                        30
 active /
adventure




  Golf holiDays
                                                                                                                                   June, 2007
                                         ac t i v e / a dv e n t u r e : G olf holi d ay s


picking a golf scHool
                                                                               Aside from what aspects of your game you wish to work on,
                                                                            you need to decide whether you wish to (and can) attend a
                                                                            school as part of a vacation, or as a commuter. Commuter ses-
                                                                            sions are usually held on weekends, and are less costly alterna-
                                                                            tives that involve traveling from home to attend half or full day
                                                                            sessions. Some golf schools have locations in several states,
                                                                            and with the number of choices available, most people can find
                                                                            a school within commuting distance from their home.
                                                                               A great selling point of many schools is that they offer comput-
                                                                            er swing models and sophisticated video analysis (equipment
                                                                            too costly to be within the means of most golf professionals).
                                                                            Teaching professionals agree that the ability to record and ana-
                                                                            lyze your swing is a terrific way for a golfer to actually see his or
                                                                            her weaknesses, and swing models can help golfers get a feel
                                                                            for what their swing should be like, which will help enable them
                                                                            to work on specific problems.

E     very serious golfer knows that to improve his or her game,
      at some point, instruction from a golf professional is re-
quired. While you may already know this, you may also find that
                                                                               Many programs send you home with a video of yourself (or
                                                                            a print out of the analysis based on your taped swing), as well
                                                                            as materials detailing your goals for progress. Some also allow
time or budget constraints make it impractical for you to take              students to contact instructors by phone or e-mail with follow-up
regular one-on-one lessons with a local pro.                                questions and feedback, and some also allow students to send
  One popular alternative (or addition) to regular private golf             in a video for further analysis after they’ve had time to practice
instruction is to attend a golf school. Once the Spartan boot               and reinforce what they learned at the school. Be sure to find
camps of top tier amateurs, the newer and broader range of of-              out what they offer as far as follow-up after you return home.
ferings can benefit golfers of every level and ability. In the U. S.           At least as important is the quality
and Canada alone, there are nearly 200 golf schools. So many                of your instructors. Most schools to-
options, so little time. How do you choose?                                 day have instructors experienced with
  All programs have certain aspects in common. Golf schools                 players of many levels of ability and
typically involve taking lessons from a professional in a small             temperaments. Some of the «brand
group (of people with similar ability) in the mornings, with an             name» schools with well-known PGA
opportunity later in the day to practice on the golf course.                tour pros or instructors to the PGA
Some schools also offer, for an additional charge, one-on-one               tour professionals heading them up
instruction on the course with a professional to help you with              will have a team of other instructors on
your course management skills. Longer programs may also of-                 staff. The odds of your getting instruc-
fer cocktail receptions and dinners, and golf related seminars              tion from the head honcho are low
and presentations. While this is a general description, the focus           unless you specifically ask what classes they will be teaching
and length of golf schools can vary widely. Golf schools run                (and are prepared to pay more in most cases for working with
anywhere from a half day or a weekend to five days, or even a               them). However, the other staff has been thoroughly trained in
week, depending on the intensity of the program.                            that instructor’s methods and philosophy. (Of course, at any golf
  Some are more specialized than others. The most common                    school, if you are assigned an instructor that you truly feel is not
specialty programs are those just for women or just for corporate           meeting your needs, you can go to the program coordinator and
groups, those that focus only on the short game, or the mental              request to work with a different instructor.)
aspects of the game, and even some that offer programs for                     If you are attending a golf school as part of a vacation, you
left-handed golfers.                                                        will need to narrow down the field yourself, and make the ar-
  Many others are more general and focus on both the short                  rangements to attend the school, as travel agents do not handle
game and full swing. Some have a balanced approach that di-                 them.
vides time among short game, full swing, mental game, and                   By Julie L. Moran
playing on the course. Whether one seeks a more specialized
                                                                            http://www. golflink.com
focus or training on specific aspects of your game, or a general
improvement on all areas, be sure to find out if the program
matches the needs.

                                                                       32
                                                                                                                               June, 2007
                                        ac t i v e / a dv e n t u r e : G olf holi d ay s


customers aBout using
travel service providers
WHen planning a golf
vacation




G      olf travel in particular tends to be expensive and requires
       not only arranging for accommodations and transporta-
tion, but also tee times and other details (e. g., lessons, carts,
                                                                          choosing a place for you and your non-golfing companion, you
                                                                          may want to consult a more general travel agent – or decide
                                                                          where to go and then seek out a travel agent to help you save
etc…). A good travel agent can help reduce the costs by offering          money on tee times and accommodations.
golf packages (accommodation and tee time combinations that                 While there may be some exceptions, most of the golf travel
save money over these services being purchased separately),               agencies and tour companies concentrate on golf, although
and can help golfers choose the right destination to suit their           many do offer «golf widow» rates for the non-golfer, which is a
interests and those of their travel companions.                           lower rate that excludes greens fees and other golf-related fees
   There is a growing specialty of travel companies geared                while still offering a discount for the golfer taking advantage of
solely to the needs of golfers, although most narrow their focus          a golf package.
to certain golf destinations. Given these companies’ expertise,
some golfers prefer dealing with golf travel agencies, although           http://www. golflink. com
any good travel agent should be able to help you save time
and money and reduce the chance of your choosing accom-
modations or a destination that doesn’t meet your expectations.
However, if you’re traveling with a non-golfer and you want help

                                                                     33
                                                                                                                               June, 2007
                                        ac t i v e / a dv e n t u r e : G olf holi d ay s



matcHing golf
destinations
to your golf
personality
T      here is a literal golfer’s smorgasbord out there, consist-
       ing of hundreds of golf courses – including many of the
world’s finest layouts. While this translates into dozens of great
                                                                          accommodations, tee times, etc…. You can’t please everybody,
                                                                          but complainers in the bunch can make everyone miserable,
                                                                          even in an otherwise golfer’s paradise.
golf destinations to choose from, choosing the right one for a
«golf personality,» and for that of your companions, is essen-               Challenged, but not Overwhelmed
tial. It’s not a bad idea to check out golf travel magazines, such           Perhaps the most basic consideration when choosing desti-
as Golf & Travel, which profiles many of the world’s greatest             nations and courses is the difficulty level of the courses you’re
golf destinations, and books, such as Golf Digest’s «Places to            considering. Generally speaking, many fine golf destinations
Play,» which provides ratings and somewhat detailed descrip-              have a variety of courses available, which will allow golfers of
tions of U. S. courses, as a solid starting point.                        various abilities to enjoy themselves, so this factor may impact
   However, you would be wise to give some thought beyond                 more which courses you choose rather than which destination
which courses and destinations are highly recommended by                  you decide upon.
others, as this will help you design a golf vacation that will               Some highly sought-after courses (e. g., Carnoustie and St.
meet your (and your companions’) travel needs and expecta-                Andrews in Scotland) require a certain handicap (often low,
tions. Remember, one man’s (or woman’s) golf nirvana may                  such as no higher than 12 or 15), and a letter of introduction
be another’s travel disaster. Vacations are special occasions,            from your home course, in order to be permitted to play. Be sure
moments that add sweetness to the spice of life, so choose                to check if the courses you wish to play have any such restric-
carefully where you’ll spend your (or your group’s) hard earned           tions. The reason for such restrictions is one of practicality, as
time and money.                                                           these courses mentioned attract players from all over the world,
   One quick note about golf groups: there are those people               and therefore, keeping players moving is a necessity. For this
out there (and they often do not know who they are) who, no               same reason, rounds may be required to be completed within
matter how much you have tried to accommodate everyone’s                  certain time limits (e. g., three and a half hours or less).
desires and personalities, will complain about everything, from              Slowing down the course will make you very unpopular, not
the tee times to the food. My advice: leave them off the list, if         to mention, the subject of verbal harassment and undisguised
possible – or, if that’s not possible, let them choose their own          disdain. Additionally, you must walk on these courses – there
                                                                          are no carts. For some, this would be fine, while for others, it
                                                                          could pose a problem. In short, these are courses best booked
                                                                          for lower handicap players and/or groups in reasonable health,
                                                                          not only for the players’ own enjoyment, but for the simple fact
                                                                          that they may be unable to play courses they have traveled so
                                                                          far to play.
                                                                            Off Season for a Reason
                                                                            Many golf travelers like to save money by traveling off-sea-
                                                                          son. Some golfers don’t mind playing in the rain, heat, or the
                                                                          wind, and their or their companions’ age or health is not a fac-
                                                                          tor. For example, prices are down sharply in Florida and Palm
                                                                          Springs during the summer months – for those who can stand
                                                                          the heat (and in the case of Florida, the humidity).

                                                                     3
                                                                                                                                     June, 2007
                                           ac t i v e / a dv e n t u r e : G olf holi d ay s
                                                                              which case you will need to be sure there’s plenty for everyone
                                                                              to do.
                                                                                 Certain destinations, such as Pinehurst, NC, are built around
                                                                              golf, and while there are other non-golf activities there, let’s
                                                                              face it: golf is the main attraction in town. If this is the case and
                                                                              you’re die-hard golfers, your best bet is to go when the weather
                                                                              is most predictable. If you’re not die-hard golfers or you have
                                                                              travel companions who don’t play, such a destination is likely
                                                                              to be a poor choice. Just because travel pamphlets list some
                                                                              local attractions doesn’t mean a museum can’t be a rinky-dink
                                                                              thing you can walk through in 20 minutes or less. Don’t assume
                                                                              a destination is interesting because it lists a few things to do in
                                                                              the area. Aside from the description exceeding reality in some
                                                                              cases, sometimes «area» attractions are at a greater distance
                                                                              from your location than planned.
  Similarly, while courses in the Carolinas are open throughout                  The bottom line: if you need non-golf activities, be sure there
the fall, and even into the winter, and these off-peak times offer            are real attractions, ones that will be open, and enough to keep
some very attractive rates, a storm can shut down the course,                 people entertained during the length of the trip so that everyone
leaving you with little to do in a golf mecca off-season. You may             comes home happy.
also get caught in a cold spell, which can spell disaster for golf-              Some like to stay in resort areas to relax, while others need
ers who don’t enjoy playing under those conditions. Even the                  to explore historic sites, museums, or shopping, or other attrac-
lovely beaches of, say, Hilton Head Island or Virginia Beach are              tions. Be sure there is enough for them to do, and within a rea-
too cold for many activities out of season. You may be better off             sonable distance based on their desires and/or ability to travel
hedging your bets with things to do in case the weather doesn’t               to area attractions.
cooperate, or the course is shut down for weather-related rea-
sons.                                                                            How Many Courses Do You Need?
  In places such as Kiawah Island, while cold and rain can mar                   Another factor worth considering is the amount of time you
a day on the golf course, you’re at least left with the possibility of        have to play, and how many courses you have the time and
a pleasant day visiting Charleston, a nearby plantation, or vari-             desire to play. For a weekend getaway, you might consider a
ous other historic sites. Williamsburg, Virginia similarly offers a           destination with only one or a few courses – a destination that
variety of alternatives if your golf plans are disrupted by inclem-           otherwise would prove unsuitable for a weeklong excursion.
ent weather. Myrtle Beach has many activities, but keep in mind                  While all these factors sound like many things to juggle, you’ll
that many of its attractions shut down during the off season.                 find that once you’ve considered your golf and other needs and
This is true of many such tourist destinations, so check to see               desires for your golf vacation, certain destinations will begin to
what will be open if you’re heading there off season.                         «jump out» as being the best choices. While plenty of choices
  Other Activities for Companions and the Occa-                               are out there, the ideal vacation depends on carefully choosing,
sional Closed Course                                                          based on everyone’s interests and needs, which will help you
                                                                              create a vacation that is memorable for everyone – and for all
  Which brings me to the final factor, already touched upon:                  the right reasons.
what else is there besides golf? And does it matter for your
purposes? As mentioned above, weather can cause you to re-
                                                                              http://www.golflink.com
consider your plans to play, and even the hardiest players are
occasionally faced with course closings due to weather. If this
happens, you may be stuck with very little to do. Or, you may
be traveling with a family, spouse, or others who do not play, in




                                                                         3
                                                                                                                                June, 2007
                                         ac t i v e / a dv e n t u r e : G olf holi d ay s


golf courses are
optimistic on future
performance
                                                                              Elsewhere, the Golf Benchmark Survey reveals the number
                                                                           of golf courses and players in Eastern Europe has tripled since
                                                                           2000, with 68 courses and 23,000 affiliated golfers in the Czech
                                                                           Republic alone.
                                                                              In Northern Europe, lower prices have boosted participation
                                                                           rates. More than 5 % of the total population in Sweden and Ice-
                                                                           land now play golf, resulting in a regional participation rate five
                                                                           times greater than the rest of Europe.
                                                                              Meanwhile Spain tops the league for the most expensive
                                                                           country to be a member of a golf club with average annual sub-
                                                                           scriptions of just under EUR 3,000.
                                                                              But the Middle East is proving to be golf’s international hot
                                                                           spot, with courses in the region averaging 45,000 rounds per
                                                                           year, compared to the 26,000 rounds played on courses in
                                                                           Great Britain and Ireland, and profitability levels (average: 45 %
                                                                           gross operating profit) far beyond other courses in the seven
                                                                           regions surveyed.
                                                                              Andrea Sartori, head of KPMG’s Travel Leisure and Tourism
                                                                           Practice and initiator of the Golf Benchmark Survey, said: «It is
                                                                           encouraging to see that golf course owners and operators in
                                                                           Great Britain and Ireland are positive on their future outlook.
                                                                           Golf remains an immensely popular sport in the region; how-
                                                                           ever the high supply of courses has resulted in a very competi-
                                                                           tive marketplace. Golfers in the UK and Ireland are becoming
                                                                           increasingly sophisticated in their demands and I believe it will
                                                                           be the courses that adapt to cater for such needs that will ulti-

A     ccording to the inaugural KPMG Golf Benchmark Survey,                mately succeed.»
      golf courses in Great Britain and Ireland remain optimistic,            Sartori added «There are now more than 7,000 golf courses
despite participation rates in the sport remaining relatively stag-        and 4.2 million registered golfers across Europe, the Middle
nant. 87 % of courses responding to the international survey               East and Africa. With increased life expectancy, improved and
rated their future business prospects as either good or excel-             cheaper air transport, health and fitness awareness as well as
lent.                                                                      growth in disposable income and media coverage in emerging
   When comparing the operational and financial performance                economies, golf is expected to further develop both in terms of
of golf courses across the EMA region however, it was cours-               demand and supply.»
es in the United Arab Emirates that came out on top. Average
revenues at golf courses in Dubai and the UAE are four times               By Theodore Koumelis
greater than those in Portugal, the second top performer from              http://www. traveldailynews.com
the 27 countries in the sample.
   While the UAE has just 13 golf courses, growing demand
from increasing numbers of expatriates and tourists, particularly
in Dubai, is fuelling rapid growth with at least 10 new courses
planned or under construction.

                                                                      3
                                                                                                                                 June, 2007
                                        ac t i v e / a dv e n t u r e : G olf holi d ay s


golf tourism in czecH
repuBlic: onto tHe green
                                                                            Leading the region
                                                                            The award was, in part, a result of the enormous golfing boom
                                                                         in this country that expanded the number of golf courses from
                                                                         only three 18-hole courses in 1990 to 68 golf courses at the end
                                                                         of 2006.
                                                                            A recent study released in March by consultancy KPMG, «Eu-
                                                                         rope, Middle East and Africa Golf Benchmark Survey 2006»
                                                                         showed that the Czech Republic stood as an undisputed leader
                                                                         in Eastern Europe in terms of the number of courses and play-
                                                                         ers.
                                                                            Out of the 134 courses in the region–including Bulgaria,
                                                                         Croatia, Estonia, Hungary, Latvia, Lithuania, Poland, Romania,
                                                                         Slovakia, Slovenia and Serbia–the Czechs had 68 courses, and
                                                                         also about 57 percent of the golf players in the region, accord-
                                                                         ing to the study.


C
                                                                            While the KPMG report showed there are about 23,000 golf
       zechTourism, the state agency to promote domestic tour-
                                                                         players living in the Czech Republic, statistics about visiting
       ism, is set to release record-high subsidies to boost the
                                                                         golfers in the Czech Republic are unavailable.
rapidly developing golf industry.
                                                                            «We estimate that about 5,000 to 10,000 foreigners per year
   «We’ll pay Kč 5 million (€ 179, 450) this year to support golf
                                                                         come to play here, «CzechTourism’s Kopecka said, adding that
tourism in this country, and we plan to further increase the bud-
                                                                         the agency plans to carry out the first count of visiting golfers
get by 25 percent per year over the next three years,» Czech-
                                                                         from April to October this year.
Tourism’s PR manager Helena Kopecka told CBW.
                                                                            The influx of foreign players is significant not only for the tour-
   In addition to promotional campaigns, the money also will be
                                                                         ism industry, but also for the golf industry itself, said Jaroslav
used to finance Czech companies’ participation in various golf
                                                                         Kunzl, director of consultancy and event organizer Czech Golf
tourism fairs worldwide, Kopecka said.
                                                                         Consulting, the business and marketing arm of the sports as-
   «The Czech Republic could soon be an attractive destination           sociation Czech Golf Federation (ČGF).
for tourists who are looking for package tours that include golf
                                                                            «Not all of the local golf facilities are now profitable, but this
and sightseeing, or for business travelers,» Kopecka said. She
                                                                         could change with the arrival of foreign players,» Kunzl said.
added that the government’s increased support of golf tourism
was motivated by the country’s rising profile as a golf destina-            To further improve the country’s chances of becoming a golf
tion.                                                                    tourism destination, in January the ČGF started a series of edu-
                                                                         cational courses for service providers. The project–subsidized
   In November 2006, the Czech Republic was declared the
                                                                         with almost Kč 5 million from the European Social Fund–will
«Undiscovered Golf Destination of the Year» at the Seventh In-
                                                                         continue until June 2008.
ternational Association of Golf Tour Operators (IAGTO) Awards
held during the annual travel industry fair International Golf              «In order to develop golf tourism here, we must care not only
Travel Market in Marbella, Spain. The Czech Republic was up              about the hardware, such as courses, but also the software,
against 17 other candidates and was selected by a panel of 60            meaning service providers’ behavior and how to satisfy golf
golf journalists from 15 countries. The travel industry associa-         tourists’ specific needs, ” Kunzl said.
tion IAGTO was established in 1997 to represent the large golf
tour operators worldwide.                                                By: Tereza Tomнčkova,
   «Winning the award brings… the responsibility to [appropri-           http://www.cbw.cz
ately] respond to international interest on a national level. Now
the Czech Republic is perceived and viewed as a golf desti-
nation, which means business [opportunities],» said Rostislav
Vondruška, CzechTourism’s general director.

                                                                    3
                                                    June, 2007
ac t i v e / a dv e n t u r e : G olf holi d ay s




                      3
                                                                                                                                 June, 2007
                                           ac t i v e / a dv e n t u r e : G olf holi d ay s


WHo are scotland’s golf
tourist customers and
WHat are tHey looking for?
                                                                              * 80 % of ‘golfing holidaymakers’ take at least one golf holiday
                                                                                 a year with 50 % taking several such holidays every year.
                                                                              * Scotland’s strongest features are the number and quality of
                                                                                 its golf courses, and the ease of access to them. Accommo-
                                                                                 dation quality and value for money are less highly rated than
                                                                                 golf course quality and value.
                                                                              * Overseas visitors are Scotland’s most critical customers – as
                                                                                 well as being our most valuable ones in terms of length of
                                                                                 stay and spend per head.
                                                                              * About 20 % of visitors had considered visiting a country other
                                                                                 than Scotland for their holiday – with Ireland the strongest
                                                                                 competitor destination.
                                                                                 Of course, different types of golf
                                                                              facilities and different parts of Scot-
                                                                              land attract different types of golfing

T      he key to success is to identify the different segments in
       the golf tourism market, the requirements of each of these
different types of visitors and match these with what you can
                                                                              visitors. The first step is therefore to
                                                                              recognise these different segments
                                                                              in the golf tourism market and what
offer.                                                                        each type of visitor is looking for.
  But first, here are a few key findings about Scotland’s golfing             You will then be able to decide
visitors from a survey carried out as part of the National Golf               which of these segments you can
Tourism Monitor in 2001                                                       realistically target.
* Visitors found it easy to obtain information on golf holidays in               For instance, day-trip visitors can
   Scotland and also found it easy to book their accommodation                be a key part of the market mix for
   and golf. (With more and more online information and book-                 many golf courses, but are obvious-
   ing activity, it is probably now even easier.)                             ly of no direct interest to accommo-
* Most visitors booked all their accommodation and (to a lesser               dation operators, while most North
   extent) their golf before leaving home, and most booked di-                American golfing visitors tend to fo-
   rectly with accommodation establishments and/or golf cours-                cus on Scotland’s famous courses.
   es. However, a third of visitors booked all their golf after arriv-           A key distinction is between ‘golfing holidaymakers’ for whom
   ing in Scotland.                                                           golf is the main purpose of their holiday, and ‘holiday golfers’
* 40 % of visitors made their holiday decision and 25 % made                  who play some golf as just one part of a more general holiday.
   their bookings, more than six months before their visit, with
   only about 30 % making their decision and bookings within                  http://www. visitscotland.org
   three months of their visit.
* Visitors were typically experienced and competent golfers –
   20 years’ experience, mostly golf club members, and with an
   average handicap of 15.




                                                                         3
                                                                                                                               June, 2007
                                        ac t i v e / a dv e n t u r e : G olf holi d ay s


golf tourism diploma
for golf tourism




G      olf Tourism is a global phenomenon, recognized virtually
       everywhere in the world. Golf clubs and Golf resorts are
a growing component of the travel and tourism industry world
                                                                          communications, conflict management, team processes, and
                                                                          strategic management.

wide. The demand for qualified, knowledgeable, customer ser-                 Club Operations
vice oriented employees who are ready to excel in the world of               Studies are applied to marketing, human resource develop-
Golf Tourism are needed now more than ever before.                        ment and management, food and beverage management and
   CTC is the first private training College in the lower main-           financial and computing systems. These larger topics areas are
land of British Columbia to specialize in tourism training pro-           examined in detail to give the graduate a complete set off skills
grams. In keeping with being a leader in tourism training, CTC            and competencies which are relevant to the current golf indus-
has recognized this «golf» phenomenon and has developed a                 try.
program that will enable individuals to be well trained to capture          Golf Programs and Services
this trend. CTC’s «Managing Golf Club Operations In Tourism»
                                                                            Golf programs and services studies the golf course, practice
Diploma Program was established to provide the perfect start
                                                                          range, pro shop, bag room, handicap systems, tournaments, in-
for students looking for a competitive edge in the tourism, golf
                                                                          structional programs, caddie programs, golf professionals, golf
clubs and golf resorts industry.
                                                                          staff, golf associations. Studies also include areas which may
   Golf Tourism Diploma provides students the skills, knowledge           be found at golf resorts such as: fitness centers, aquatics, and
and practical experience required to obtain positions in golf             tennis operations.
clubs, golf resorts and the hospitality industry. Upon gradua-
tion, students will be prepared to meet the industry’s demand               Golf Resorts
for specialization. Students will work in a variety of positions            Students will study of how golf tourism, travel and the golf
ranging from entry level, supervisory, middle management and              resort business operate. The course includes studies of mar-
management.                                                               ket positioning, current trends, management issues, and ca-
                                                                          reers to give a comprehensive understanding of the modern
             Club Management
                                                                          industry.
                          This course combines to give
                          the student an understanding                       Food and Beverage
                            of the different type of club                    The Food and Beverage sector of the industry generates fifty
                            organizations, leadership                     five billion dollars (Canadian) annually and is still expanding in
                            structures and management                     order to keep pace with the growth of tourism in Canada. This
                                   systems. Students will                 course explores the elements of food and beverage including
                                     study creating ser-                  the importance of service, sanitation, appearance, proper guide-
                                      vice environments,                  lines for styles of service and place settings, planning reserva-

                                                                     0
                                                                                                                                June, 2007
                                        ac t i v e / a dv e n t u r e : G olf holi d ay s
                                                                         prove communication and customer service skills. The seminar
                                                                         also challenges our cultural biases and misconceptions and
                                                                         provides information about the travel trends of visitors from
                                                                         other countries.
                                                                            Career Days
                                                                            Students are invited to visit many different employment sites
                                                                         such as golf and country clubs, golf courses and golf resorts
                                                                         providing an opportunity to see how they operate in real time.
tions and blocking tables, dining                                        Guest speakers will be invited to the College to do presenta-
room and banquet management,                                             tions to the students about the latest trends in the industry, infor-
and function management.                                                 mation about industry hiring practices and a multitude of other
                                                                         related topics.
   Resort Management
   The growth in resorts has been significant during the last de-           Career and Interpersonal Skills Development
cade. As a consequence, the inclusion of this module is aimed               This course will provide students with the skills to get their ca-
for those wishing to consider entering the resort employment             reer moving. The students will create an effective resume, learn
market. The resort market attraction is based mainly on the di-          how individual employers interview, what they require from
versity of opportunity and consequently the need to understand           prospective employees, current employment opportunities and
how this complex sector operates is critical for all students            how to access the hidden job market. The practical work experi-
studying in hospitality. This course guides the student through          ence will provide 2 weeks of on the job work place training. This
a precise and accurate perspective of resort management and              is an excellent opportunity for students to gain confidence while
allows for understanding to be gained in all areas preparing the         using their newly acquired skills in a «real» workplace setting.
student for entry or further education in the tourism industry.
                                                                           Field Trips
  Elementary Business Finance & Marketing                                  A series of field trips will provide the students with exposure
  The Golf industry is like any other large income-generating            to a variety of tourism organizations, the opportunity to speak to
sector and consequently, a basic understanding of business fi-           the professionals, gain the experience of being toured «behind
nance and marketing is crucial to any student wishing to pursue          the scenes» in functioning businesses and to see first hand a
a career in hospitality. This course outlines elementary busi-           variety of tourism occupations.
ness finance and marketing and illustrates how basic principles
are applied to the industry. Students undertaking this module               Internship
will gain an understanding of the concepts and theory of these              Students will be required to complete 80-hour of hands-on
interesting and important areas.                                         training in a golf tourism-related environment. To qualify for in-
                                                                         ternship, students are required to maintain a grade of 70 % or
   Business Communication and Computing                                  higher and a minimum attendance of 90 %.
   This module gives training and skill development for those
students wishing to gain an understanding of formal business               Certificates Included in this Program
communication and up-to-date computing software applica-                   Students will receive the Canadian Tourism College Golf Tour-
tions. This course explores modern office environments and as-           ism Diploma and the American Hotel and Lodging Association
sociated business etiquette essential for any student wishing to         Contemporary Club Management Certificate. Students will also
pursue an administrative role in the hospitality industry.               receive Superhost Fundamentals, Superhost Sales Powered
                                                                         By Service, Superhost Solving Problems Through Service, Su-
   Eco/Adventure Tourism                                                 perhost Service Across Cultures, Superhost Japanese Service
   Many tourism clients choose to include some sort of adven-            Expectations, BASICS. fst food safety training, and Serving It
ture or eco-tourism product in their travel plans so this one-day        Right Certificate or wallet card.
training seminar will be taught to introduce the students to im-
portance of the ever-growing Eco/Adventure tourism industry.
                                                                         http://www.tourismcollege.com
   SuperHost – Service Across Cultures Certifi-
cate
   This half-day seminar is designed to assist service profes-
sionals so they may increase their knowledge about visitors
from other cultures and to provide practical suggestions to im-




                                                                    1
m a nag e m e n t:




      BranD manaGement
  in tourism anD hospitality
                                                                                                                               June, 2007
                    m a nag e m e n t: Brand manage me nt in tour i sm and ho spitalit y




management
of tourism
destinations

M       anaging tourism destinations is an important part of
        controlling tourism’s environmental impacts. Destination
management can include land use planning, business permits
                                                                          tainly no «one size fits all» approach to destination manage-
                                                                          ment. As local communities living in regions with tourism po-
                                                                          tential develop a vision for what kind of tourism they want to
and zoning controls, environmental and other regulations, busi-           facilitate, a comprehensive planning framework such as Local
ness association initiatives, and a host of other techniques to           Agenda 21 has proved useful and is being used more and more
shape the development and daily operation of tourism-related              often. For UNEP, promoting sustainable tourism within Local
activities.                                                               Agenda 21 processes is a way to strengthen local stewardship
   The term «destination» refers broadly to an area where tour-           of the environment. UNEP works with the International Council
ism is a relatively important activity and where the economy              of Local Environmental Initiatives (ICLEI) to build local capacity
may be significantly influenced by tourism revenues. Destina-             and to disseminate tools and useful approaches to local desti-
tion management is complicated by the fact that a single, rec-            nation governance.
ognizable destination may include several municipalities, prov-
inces, or other government entities – in island environments it           http://www.uneptie.org
may be the entire country.
   Participating governance structures led by local authorities,
with the involvement of local NGOs, community and indigenous
representatives, academia, and local chambers of commerce,
make up what are known as «Destination Management Orga-
nizations» (DMOs). Often DMOs take the form of local tourism
boards, councils, or development organizations. The network of
local tourism businesses (hotels, attractions, transportation ser-
vices, service providers such as guides and equipment rentals,
restaurants, etc.) are also a significant part of a destination.
   The needs, expectations and anticipated benefits of tourism
vary greatly from one destination to the next, and there is cer-




                                                                     3
                                                                                                                                June, 2007
                    m a nag e m e n t: Brand manage me nt in tour i sm and ho spitalit y


«australia» Brand tops tHe
World




   AUSTRALIA has the world’s most marketable country brand,               in the «country easiest to do business with» category and sec-
according to an index released in London at the World Travel              ond to New Zealand in the «best country for outdoor activities/
Market.                                                                   sports».
   The «Australian brand» topped the United States and Italy,               Travel tourism is the world’s fastest growing economic sector
which were ranked second and third respectively, by the Coun-             and accounts for more than one in 11 jobs worldwide, according
try Brand Index 2006 (CBI). Federal Minister for Small Business           to the CBI. It says many travel companies now employ people
and Tourism, Fran Bailey, said Tourism Australia, the govern-             of the same nationality as the visitors they service. Travel com-
ment body tasked with promoting Australia overseas, had re-               pany Future Brands said research highlighted the importance
cently made a huge effort to build awareness of Australia and             of safety, value for the money, ability to easily communicate,
the result in London was «terrific». The CBI identified China,            proximity and weather and proximity to experiences such as
Croatia and the United Arab Emirates as the top three emerg-              natural beauty, authenticity, art/culture, outdoor activities, lodg-
ing countries likely to be major tourism destinations in the next         ing and resort options.
five years.
   «Australia is loved by millions of people worldwide,» Ms Bailey        http://www.news.com.au
said today. «The Aussie character, matched by such a unique
natural environment, ensures Australia is one of the most de-
sired countries to visit in the world.» Australia was placed in
the top 10 rankings for 12 of the 20 CBI categories. It was third




                                                                     
                                                                                                                                     June, 2007
                    m a nag e m e n t: Brand manage me nt in tour i sm and ho spitalit y


a country Brand is more
tHan tourism
T      he Country Brand Index 2006 (CBI) identifies countries as
       brands and emerging global travel trends in the world’s
fastest-growing economic sector – travel and tourism.
   Developed by FutureBrand, a leading global brand consultan-
cy, in conjunction with public relations firm Weber Shandwick’s
Global Travel Practice, the global study of more than 1,500 in-
ternational travelers, travel industry experts and hospitality pro-
fessionals examines how countries can be branded and ranked
according to key criteria. This year’s CBI includes customizable
country data, as well as rankings, emerging trends, travel moti-
vations, challenges and opportunities within the world of travel,
tourism and country branding.
   «Countries can no longer continue to see themselves as com-
modities. A country brand is more than tourism. It is exports,
investments, trade and industry,» said Rina Plapler, executive             «health-tels,» semi-permanent vacation homes and commem-
director, FutureBrand. «We continue to believe that branding is            oration trips abroad, e. g., weddings, anniversaries, reunions,
a tremendous opportunity for both developed and developing                 milestones and multi-generational bonding.
countries to build preference, consideration, loyalty and advo-               FutureBrand’s research continues to affirm the importance
cacy.»                                                                     of practical needs (safety, value for the money, ability to easily
   «If travel and tourism is the world’s second largest industry –         communicate, proximity and weather) and experiential wants
often driving entire national economies – governments should               (natural beauty, authenticity, art/culture, lodging and resort
be focusing more attention on how their destinations not only              options, and outdoor activities) in a country-brand ranking. It
market themselves, but also influence and improve the experi-              shows that the fine chemistry of practical needs and experien-
ence for every visitor,» said Rene A. Mack, president of Weber             tial wants helps define the brand and overall destination experi-
Shandwick’s Global Travel Practice.                                        ence, and influences how and why leisure travelers select a
   The CBI also reports that new trends in travel and tourism are          country to visit.
emerging, and key markets are gaining momentum as consum-
ers are focused on meeting their unique criteria when planning               CBI Highlights
a trip. This year’s trends revolve around «experiences beyond              Best Country Brand for Authenticity              India
the guidebook,» including:                                                 Best Off-the-Beaten-Track/Exolic Country Brand   Peru
   By Travelers for Travelers – A new generation of travel con-            Best Country Brand for Families                  U. S.
tent no longer relies on authoritative experts. Technology has
                                                                           Best Country Brand for Beaches                   The Bahamas
given rise to countless Web sites and blogs that are geared to
                                                                           Best Country Brand for Natural Beauty            New Zealand
social networking. Travelers are embracing these vehicles to
organize and shape a travel community for travelers, by travel-            Best Country Brand for Nightlife/Dining          Italy
ers.                                                                       Best Country Brand for Shopping                  U. S.
   Scarcity Drives Demand – Travelers are becoming more at-                Best Country Brand for Safety                    Canada
tracted to the scarce and the limited. The harder it is to get in,         Best Country Brand for Value for Money           Thailand
the more desirable the experience is becoming.                             Best Country Brand to do Business                U. S.
   At Home While Abroad – Many travel companies now em-
ploy people of the same visitor nationality to service their tours.
Speaking the language is no longer sufficient and now many                 http://www.countrybrandindex.com
travel companies promote «travel with someone from your own
country.»
   With new trends and an expanding global travel commu-
nity come new audiences that are seeking intoxicating spas,

                                                                      
                                                                                                                                  June, 2007
                     m a nag e m e n t: Brand manage me nt in tour i sm and ho spitalit y


tHe movie arcHipelago




   …On dazzling Stromboli – with its twisting roads, immaculate               knows only «ti amo», I am ready to come and make a film with
limestone white, anthracite limestone black of volcanic lava and              you».
creamy green Barbary fig trees – the air is said to be aphrodisi-               Stromboli, terra di Dio, a masterpiece of neorealism, gave
ac, slightly radioactive, and either captivates or terrifies visitors.        an incredible, gave an increadible boost to tourism. (William
What exactly have filmmakers found so irresistible about this                 Dieterle’s Vulcano bombed commercially, despite its pioneer-
remote island? Is there some kind of telluric magnetic force?                 ing underwater imagery, financed by Prince Francesco Alliata,
«First and foremost, there’s the volcano as divinity and myth,                a producer at Panaria Film.)
then the power of nature,» – explains Ricardo Gullo, a political                Stefano Cincotta was 24 when he first saw the Stromboli film
figure on the islands and current director of the Eolian Archeo-              crew arriving via sailboat. He remembers how they had to row
logical Museum on Lipari. And then there is the influence of                  and row to transport all the equipment, generators, food and
Greek mythology: It was here that Aeolus, god of the winds,                   water. With emotion, he recounts the day when «Rossellini
gave Odysseus a sack full of the stormy winds, so that a fair                 gave the inhabitants of Stromboli a priceless gift and showed
wind would take him home to Ithaca – if only his men had not                  the film in the San Vincenzo church, which was packed with
disobeyed him.                                                                people.» Speechless, they witnessed their first movie and dis-
  Bergman and Rossellini                                                      covered Karen Bergman, a Lithuanian refugee who married
  A beautiful burnished red building stands out among the white               Antonio and follows him to the island. Emotionally stranded on
houses and lush lemon trees. A place indicates that Ingrid Berg-              the superstition-riddled island, she sinks deeper into anguish as
man and Roberto Rossellini lived here. At the time, the «Battle               her marriage with Antonio, a fisherman, founders. She thinks of
of Two Volcanoes» was raging, pitting La Magnani on Vulcano                   nothing but escape.
and la Bergman on Stromboli. Between them stood Roberto                          Michelangelo Antonioni
Rossellini, who had decided a month before shooting was to                       These themes were echoed ten years later by Michelan-
begin to give the leading role not to Anna Magnani, his partner               gelo Antonioni, the father of modern cinema. A short distance
at the time, but to Ingrid Bergman, the author of a now-famous                from Stromboli lies the isle of Panarea. Like Stromboli, you get
fan letter:                                                                   around the bougainvillea-clad island in small electric cars. Off
  «Dear Mr. Rosselini, I saw your films Open City and Paisan,                 the coast of Panarea on the tiny volcanic island of Lisca Bianca,
and enjoyed them very much. If you need a Swedish actress                     Antonioni filmed the disappearance of Anna, played by Lea
who speaks English very well, who has not forgotten her Ger-                  Massari, who is gradually replaced in Sandro`s affections by
man, who is very understandable in French, and who in Italian                 Claudia, played by Monica Vitti. The film, L`Aventura, defied all

                                                                         
                                                                                                                               June, 2007
                     m a nag e m e n t: Brand manage me nt in tour i sm and ho spitalit y
classic narrative codes. When the film premiered at Cannes in
1960, it was initially booed by some members of the audience,
who branded it «Antoniennui», before being hailed by interna-
tional critics. The images of solitudine featured in Antonioni`s
film in the characters and desolation of the island traveled round
the world. Again, the move led to a boom in tourism, and Pan-
area is now a chick kitsch island, infested with yachts. The local
population grows from 250 to 4,000 in the summer and you’ll
see emirs and Hollywood stars. The rock on which the movie
was shot has been rechristened «lisca Bianca o Michelangelo
Antonioni,» and in 1983, Antonini shot Return to Lisca Bianca,
a documentary about the film.
   Pirandello and the Postman
   In 1984, the Taviani brothers shot Kanos, a film based on
Pirandello’s short. The last tale is about a writer recounting a               Moretti also skewered the mayor of Stromboli, describing him
day by the seaside when his mother was young. It was shot                   as «a man who thinks his island is the center of the world,»
in the obsidian and pumice quarries have made Lipari Island                 explains Riccardo Gullo, who used to be Mayor of Salina. Some
wealthy – «The scene where children are playing in the tur-                 where not thrilled by Monetti’s movie, calling him «capriccio-
quoise water and white sand and pumice stone beach recalled                 so».
images of the Caribbean and was a real draw for tourists,» re-                 So which film is the most beloved among the islands? Defi-
calls Nino Saltalamacchia, of the Centro Studi e Ricerche de                nitely Michael Radford’s melodramic The Postman, starring the
Storia e Problemi eoliani (Center for Eolian Studies).                      striking Sicilian Maria Grazia Cucinotta and the late Philippe
   Ten years later, in 1994, another filmmaker set out for the              Noiret, who played Pablo Neruda in exile. The postman’s house
islands this time to knock off a bit of their perfect shine. Nanni          is today a tourist spot for those who venture into the fishing
Moretti shot Dear Diary. Some-where between Vespa rides at                  village of Pollara, ringed by Barbary fig trees and a half sub-
Osmtia and medical mayhem, Moretti took a Liparian detour,                  merged volcano crater. Shortly after the film’s release, Massimo
thinking that it would be a peacefull haven for writing. Lipari, the        Troisi, who played the postman, died of a heart attack. The
largest of the islands (10,000 inhabitants), inspired the descrip-          film’s legend remains engraved on the cliffs of Pollara, where
tion «too much noise, too much of a circus on Lipari». So be                below Mario recorded for the poet the sound of the sea.
it. Moretti, even in search of isolation and calm, left for Salina
where capers and Malvasia whine are produced, But soon de-
cided to leave this island «dominated by children […] where it
was impossible to communicate because children broke in on
the telephone.»




                                                                       
                                                                                                                                June, 2007
                    m a nag e m e n t: Brand manage me nt in tour i sm and ho spitalit y


WHat’s in a Hotel Brand
noWadays?
                                                                           markets evoking strong emotional feelings by being deliberately
                                                                           subliminal. They realize the importance of selling memories and
                                                                           emotions that, partially, elicit childhood memories of a time long
                                                                           gone – the baby boomer generation is particular susceptible to
                                                                           this form of marketing.
                                                                              The ultimate question thus arises where do consumers get
                                                                           the best deal? Differently expressed, brands provide economic
                                                                           value, possess significant competitive advantage and they le-
                                                                           verage their size that smaller unbranded companies cannot
                                                                           offer. With rate parity frequently proclaimed it is imperative to
                                                                           have an equitable system in place that promises, and guaran-
                                                                           tees, best rates across the entire spectrum of distribution chan-
                                                                           nels thereby balancing web-based and third party rates with
                                                                           those distributed by hotels. It is brand specific «know how» and
                                                                           proprietary knowledge that provide the competitive edge devel-

In     a market and industry where products and services are all           opers and franchisers want. Where would Mal Wart be if not
       too undifferentiated – and even boring – successful brand-          for their all encompassing distribution network? It is proprietary
ing can have a significant impact on current profit margins and            knowledge that is the differential factor.
future buying behavior of what services and products customers                A company’s true identity lies undoubtedly in its cultural DNA.
will buy. Consumers essentially buy a branded product because              That DNA is part of an inextricable culture that cannot and
it promises reliability and consistency for its intended purpose           should not be changed. It creates «uniqueness» in a world of
and application – service features non branded products not                brand obsessed consumer behavior where product and service
necessarily provide. Brand conscious behavior determines the               commodisation is prevalent. Once uniqueness is created it has
purchasing behavior of our customers and having access to a                to be leveraged to optimize the earning potential of the brand.
powerful brand and the consequent distribution channels deter-             A case in point is Le Meridien. It is the intrinsic brand equity
mine one’s commercial survival.                                            that made Le Meridien a sought after company in the 90’s. With
    Hotel companies are not selling heads in the beds and anony-           double digit growth, year after year, customers stayed with the
mous service – they are priding themselves on selling high lev-            brand for delivering exceptional value for money and investors
els of customized or even bespoke service. Consumers in the                acquired the company for its future earning potential.
21st. century want a hotel with a soul and a character; they want             Being aligned with a multi branded company, like Starwood
personality and not residing in a box. Brand management is a               for instance, puts shareholders / investors in a strong position
very time consuming and expensive effort. It costs money to                to show brand conscious behavior and savvy decision mak-
communicate the values a brand conveys to a larger audience;               ing. They are affiliated with a company that promote their core
it is an evolutionary process. Brand management is not a static            values and in return have an implicit performance guarantee
undertaking once successfully launched it is better left alone;            on their investment as access to powerful reservation systems
it is a rather dynamic activity that requires constant attention.          is pivotal. International brands have another significant advan-
Failure to innovate a brand strategy will lead to obliteration that        tage, they generate above average returns for their bookings
is tantamount to corporate suicide. The value proposition and              and managing the complexity of distribution platforms better
pervasiveness of a brand’s perception changes over time and                then stand alone operators. The hospitality industry is largely
skillful marketers know when the time comes to revitalize an               dominated by American brands. They have the marketing mus-
ageing brand. The old saying still goes, a good product sells it-          cle, the brand power, the money and they leverage their sheer
self – a not so good one needs a lot of efforts. Successful prod-          size to achieve better economies of scale and market pene-
uct branding is more then just the sum of its logo and name, it            tration. Small hotel operators, unless they are niche players,
is the intrinsic values that the brand conveys that counts – it is         will not attain sufficient brand awareness and critical mass to
the values and benefits that the consumer remembers not only               compete with these giants. We live in a world that is infatuated
the functional purpose. Hotels are moving away from generic                with brands – they literally permeate every level of society and
advertising campaigns and focusing increasingly on their target            decision making.

                                                                      
                                                                                                                                  June, 2007
                     m a nag e m e n t: Brand manage me nt in tour i sm and ho spitalit y
                                                                              tioning themselves as lifestyle brands thereby diversifying their
                                                                              offering range. These intangible features along with high levels
                                                                              of privacy and comfort will be at the forefront of what customers
                                                                              of the future desire…and that future has already arrived.

                                                                              by Dietmar Kielnhofer, General Manager, Le Meridien Nirwana Golf
                                                                              and Spa Resort, Bali
                                                                              http://www.hotel-online.com




   Product commodization, irrespective of what the customer
wants, are the salient features of our industry unfortunately.
Successful differentiation begins with providing service with
style and substance. The battle for mindshare is not won in the
architect’s or the interior designer’s office, it is won in the hearts
and minds of customers. Companies have to diverge from a
system proven «cookie cutter» approach and differentiate their
styles. In the past the key question successful marketers asked
what is our USP? Successful marketer used this acronym all the
time to determine their competitive position. It was the classical
marketing language of the 70’s and 80’s. Branding however is
not all about differentiation. It is also a question of strategic fit
within the environment, the core values and the brand position-
ing. Finally, it is employees who create enduring loyalty; they
are at the frontline delivering the brand promises. Successful
marketing, respective brand management is tangibilising the
intangibility.
   It is a combination of all of the above that creates the right
brand equity, recognition and image which in return determines
the positioning statement – it is about creating a clear discern-
able identity and strategic direction. It is about being trend set-
ters and not followers; it is about market leadership and deter-
mining where future benchmarks will be. The value proposition
of a company will not be immediately known – it will be defined
in the years to come as a company that redefined industry stan-
dards and norms for future generations. The new buzzword to
successfully compete in an internet dominated world is differen-
tiation. Companies are redefining their positioning and moving
away from the service and product driven environment to posi-




                                                                         
travel/tourism
fairs & exHiBitions
in June 2007
By regions
                                                                                                                   June, 2007
                                           fa i r s & e x H i B i t ion s




Western europe

    nature nature & Wellness fair
Location         venice / italy
Start / End      01 June 2007 / 03 June 2007
Provider         Veneziafiere S.p.A.
Contact          www.veneziafiere.it/



    eurocotal ii tourism fair, art and culture of latin américa in europe
Location         málaga / spain
Start / End      07 June 2007 / 10 June 2007
Provider         Turismo Andaluz
Contact          www.eurocotal.es



    international trade fair
Location         trieste / italy
Start / End      09 June 2007 / 09 June 2007
Provider         Fiera Trieste
Contact          info@fiera.trieste.it



    city Break 2007
Location         athens / greece
Start / End      11 June 2007 / 13 June 2007
Provider         Reed Exhibitions
Contact          www.citybreakexpo.com/



    eyefortravel 2007
Location         london / uk
Start / End      22 June 2007 / 23 June 2007
Provider         Eyefortravel
Contact          paul@eyefortravel.com


      More events related to Travel/Tourism can be found here
      If you are an event provider you may consider to place your event in the above category, please click here
      If your event already is in the list you may consider using the enhanced listing. For replacement just click here


                                                           1
                                                                                                                   June, 2007
                                           fa i r s & e x H i B i t ion s

    tHe luxury travel fair
Location         london / uk
Start / End      27 June 2007 / 30 June 2007
Provider         Clarion Events Ltd
Contact          www.luxurytravelfair.com/




      More events related to Travel/Tourism can be found here
      If you are an event provider you may consider to place your event in the above category, please click here
      If your event already is in the list you may consider using the enhanced listing. For replacement just click here


                                                           2
                                                                                                                   June, 2007
                                           fa i r s & e x H i B i t ion s




nortH america & cariBBean

    nBc travel expo
Location         los angeles, ca / united states of america
Start / End      16 June 2007 / 17 June 2007
Provider         Business Expo International
Contact          info@bxiexpo.com



    Hsmai affordaBle meetings West
Location         california / long Beach / united states of america
Start / End      19 June 2007 / 20 June 2007
Provider         George Little Management, Inc.
Contact          www.affordablemeetings.com/



    destinations sHoWcase
Location         chicago / united states of america
Start / End      28 June 2007 / 28 June 2007
Provider         Destination Marketing Association International
Contact          info@destinationmarketing.org




      More events related to Travel/Tourism can be found here
      If you are an event provider you may consider to place your event in the above category, please click here
      If your event already is in the list you may consider using the enhanced listing. For replacement just click here


                                                           3
                                                                                                                   June, 2007
                                           fa i r s & e x H i B i t ion s




soutH america

    lacime latin america and cariBBean incentive and meetings exHiBition
Location         sao paolo / Brazil
Start / End      12 June 2007 / 14 June 2007
Provider         Reed Exhibitions
Contact          www.lacimexpo.com/



    expHore
Location         Heredia / costa rica
Start / End      26 June 2007 / 28 June 2007
Provider         EKA consultore
Contact




      More events related to Travel/Tourism can be found here
      If you are an event provider you may consider to place your event in the above category, please click here
      If your event already is in the list you may consider using the enhanced listing. For replacement just click here


                                                           
                                                                                                                   June, 2007
                                           fa i r s & e x H i B i t ion s




africa & middle east

    Hotel sHoW duBai
Location         dubai / united arab emirates
Start / End      03 June 2007 / 05 June 2007
Provider         D. M. G. World Media
Contact          miaeng@us.dmgworldmedia.com



    ralf - recreatiom and leisure fair
Location         Jeddah / saudi arabia
Start / End      24 June 2007 / 29 June 2007
Provider         Al Harithy Company for Exhibitions Ltd
Contact          www.acexpos.com/




      More events related to Travel/Tourism can be found here
      If you are an event provider you may consider to place your event in the above category, please click here
      If your event already is in the list you may consider using the enhanced listing. For replacement just click here


                                                           
                                                                                                                   June, 2007
                                           fa i r s & e x H i B i t ion s




asia & pacific

    fHc BeiJing 2007
Location         Beijing / china
Start / End      13 June 2007 / 15 June 2007
Provider         CIE - China International Exhibitions
Contact          www.fhcbeijing.com.cn



    ite Hk
Location         Hong kong / china
Start / End      14 June 2007 / 17 June 2007
Provider         TKS Exhibition Services Ltd
Contact



    ite mice
Location         Hong kong / china
Start / End      14 June 2007 / 17 June 2007
Provider         TKS Exhibition Services Ltd
Contact



    asia luxury travel market
Location         shanghai / china
Start / End      18 June 2007 / 21 June 2007
Provider         Reed Exhibitions
Contact          www.altm.com.cn/



    BeJing international tourism expo
Location         Beijing / china
Start / End      22 June 2007 / 24 June 2007
Provider         CEMS
Contact          www.cems.com.sg/


      More events related to Travel/Tourism can be found here
      If you are an event provider you may consider to place your event in the above category, please click here
      If your event already is in the list you may consider using the enhanced listing. For replacement just click here


                                                           
                                                                                                                   June, 2007
                                              fa i r s & e x H i B i t ion s

    resort asia
Location         sentosa / singapore
Start / End      27 June 2007 / 30 June 2007
Provider         Singex Exhibitions Pte Ltd
Contact          enquiries@singex.com.sg



    Hosfair
Location         guangzhou / china
Start / End      28 June 2007 / 30 June 2007
Provider         Guangzhou Huazhan Exhibition Company Limited
Contact          www.hosfair.com 




      More events related to Travel/Tourism can be found here
      If you are an event provider you may consider to place your event in the above category, please click here
      If your event already is in the list you may consider using the enhanced listing. For replacement just click here


                                                           
 Sunshine        Sightseeng          Adventure           Business              SPA
                                                                                        iсons
  Budget           Luxury            Expertise          Destination          General   Figures Economy   Security




New service       Problems           Transport          Transport           Ecology        People        Events




  Special        TR Partner        Media Partner          Alarm              Advice     Polls Awards




 For advertising in the magazine please click here
 (http://www.tourism-review.com/advertising-banner.php?type=magazine)
 or contact as at: commerce@tourism-review.com

 Rates and technical specification can be seen or downloaded here
 (http://www.tourism-review.com/pdf/tr_media_kit.pdf) or
 contact as at: tech@tourism-review.com

 You need Adobe Acrobat Reader to see the file:
 http://www.adobe.com/products/acrobat/readstep2.html

 For contributing your text materials for the magazine please contact our editor at:
 editor@tourism-review.com


 For all other issues:

        www.Tourism-Review.com
        Stupkova 18
        779 00 Olomouc
        Czech Republic
        Tel: + 420 585 411 144
        info@tourism-review.com

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:6
posted:10/13/2012
language:Unknown
pages:58