Global Survey on Perspectives of Service Delivery & Traveller Priorities Report | Tourism HR Canada
Tourism HR Canada released a report that provides insight to the current perspectives of the service delivery in Canada and how the travel and tourism industry should prepare itself for the future.
The report concluded that, as the visitor economy gradually recovers from the COVID crisis, addressing service disruptions will need to be balanced against safety and price sensitivity.
The following is a summary of the findings:
While many developed destinations consider themselves to be at the tail end of the COVID 19 pandemic, with vaccine rollouts now well underway, the disruption to the value chain as a whole is far from over.
According to current projections, the tourism industry in Canada is not expected to recover to 2019 levels until 2025.
With this challenge in mind, tourism businesses will need to prioritize and allocate their resources effectively to ensure they are able to develop their products and services to adapt to the new normal while still delivering quality in line with what travellers value.
Broadly speaking, the overall visitor experience remains the most important concern for international travellers in selecting a destination to travel to (unsurprisingly as this encompasses a range of factors).
Quality service is second only to the overall visitor experience in this regard and thus will be of paramount importance in destination recovery efforts.
Quality of service is particularly valuable to the lucrative Chinese market to which international destinations will have to appeal to thrive in the new global travel market in the years to come.
However, health and safety concerns (particularly in Britain and Australia) and price and affordability are also major concerns. Price and affordability is somewhat prioritized across destinations and this is likely driven by post COVID price sensitivity among travellers.
In terms of the impact of service disruption on destination selection, Canada performs well relative to other destinations, with travellers reporting relatively low impact particularly in the USA, South Korea, France and Germany.
China, however, is an exception to this, placing Canada as being most impacted by potential service disruption in terms of destination selection. China is also one of the few countries to consider service disruption in Canada more serious than at home.
