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      GEORGIA – FULL OF ADVENTURE

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      For fans of adventure tours and mountains Georgia is the place to be. A modern infrastructure to international standards meets a spectacular natural environment: high snow-covered mountains, ravines with fast-flowing mountain rivers, lush green forests, alpine eco-systems, palm-lined beaches and cliffs and caves.
      At ITB Berlin 2023 tourism experts from Georgia offered an insight into the adventure tours in their country which besides hiking, heliskiing and riding has a lot to offer.
      Mountain guide Nick Phaliani has been fascinated by nature in his home country since he was a child. “Today, I am able to practise a job which is my passion in a strong community of Georgian mountain guides“, he said. Whether heliskiing, alpine ski runs, ski tours or helibiking, everything is possible. “Last year I had around 50 tours with about 300 guests“, Phaliani said. He is glad the Georgian Mountain Guide Association (GMGA), established in 1998, also joined the International Federation of Mountaineering Associations (IFMGA) in 2021. Its president Urs Wellauer from Switzerland recalled that “we began work with Gudauri in 1991. I was particularly impressed with the local mountain guide school where children already learn the basics.”
      In the five large skiing regions Bakuriani, Gudauri, Mestia, Tetnuldi, Hatsvali and Goderdzi in the Adjara region, winter enthusiasts can find pistes and lifts, cable cars, ski jumps, cross-country skiing trails as well as horse-drawn sleighs and snowmobiles. The skiing region in Gudauri on the southern side of the Caucasus plateau is up to 3,279 metres above sea level and has around 60 kilometres of ski runs of varying degrees of difficulty. The resort is also known for freeriding on natural terrain. Deep snow where rocks are few and the risk of avalanches is low have made Gudauri a mecca for lovers of deep snow sports.
      Ia Tabagari of the Lost Ridge Group in Georgia promoted intense riding experiences in her home country. The website Horsebackgeorgia.com offers first impressions of adventure on horseback in fascinating natural surroundings. And when all the adventure tours are over it is still worth noting that Georgia is also an outstanding place for wines. “Winemaking countries like to boast about their history. But we really don’t have to be shy”, said a smiling Tabagari. “Wine has been cultivated in the foothills of the Caucasus for at least 8,000 years, longer than anywhere else in the world.“ADVERTISEMENT

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      Collaboration to drive transformation to sustainable solutions across the sector

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      The Sustainable Markets Initiative’s Hospitality and Tourism Task Force announced today its founding members and new partnerships, which includes 14 global hospitality companies and three leading sustainability and inter-governmental development organisations. The Task Force will drive more sustainable actions in the sector.
      Founding members include: Glenn Mandziuk, CEO of the Sustainable Hospitality Alliance and Co-chair of Sustainable Markets Initiative Hospitality and Tourism Task Force Xenia zu Hohenlohe, Co-founding Partner of the Considerate Group and Co-chair of Sustainable Markets Initiative Hospitality and Tourism Keith Barr, CEO of IHG Hotels & Resorts Sebastien Bazin, CEO of Accor Jorg Bockler, CEO of Dorint Hotels & Resorts Anthony Capuano, President and CEO of Marriott International, Inc. Katerina Giannouka, CEO of Jumeirah Group Federico J. González, CEO of Radisson Hotel Group Marloes Knippenberg, CEO of Kerten Hospitality Chris Nassetta, President and CEO of Hilton Karl-Heinz Pawlizki, CEO of Arabella Hospitality Tim Rumney, CEO of BWH Hotel Group GB Sonu Shivdasani, Founder, CEO and Joint Creative Director of Soneva Gloria Fluxà Thienemann, Vice-Chairman & Chief Sustainability Officer at Iberostar Group
      Sustainability partners and inter-governmental development organisations include:  Suzanne Neufang, CEO of the Global Business Travel Association (GBTA) Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC) Zoritsa Urosevic, Executive Director of the United Nations World Tourism Organisation (UNWTO)
      The Task Force, announced last year at COP15 in Montreal, Canada, is aligned with the Sustainable Market Initiative’s Terra Carta which provides a roadmap for the private sector to accelerate the transition to a sustainable future. One that harnesses the power of Nature combined with the transformative power, innovation, and resources of the private sector. 
      It is co-chaired by the Sustainable Hospitality Alliance’s Chief Executive Officer, Glenn Mandziuk, and the Considerate Group’s Co-founding Partner, Xenia zu Hohenlohe. The Task Force will support efforts that create leadership and collaboration in the hospitality and tourism industry, in the pursuit of tangible, scalable and practical sustainable solutions. This may include building momentum for more transformative solutions in the sectors’ value and supply chain.  ADVERTISEMENTThe Task Force aims to leverage existing infrastructure to discover and learn how the industry can accelerate pathways to sustainability making a greater impact.  The Task Force members will work collectively to identify and pursue delivery of opportunities to reduce carbon and environmental footprint.  The aim is to deliver standardised measurement tools to enable hotels to understand impact and prioritise action on carbon emissions, water, waste and biodiversity and natural capital.    A focus of the Task Force includes research and other sustainable solutions for industry leads, staff, and supply chains to support innovation through system and design thinking. It will support roadmaps for industry-level transition supporting sector focus on achieving net zero before 2050. It aims for the industry to embed water stewardship into decision-making, embed circularity and support zero waste to landfill, including addressing single-use plastics, food waste, and support for biodiversity efforts and regeneration on land and below water.  The Task Force also recognises the need to improve access to clean technologies and renewable energy across the sector and in company member operations.
      By utilising the Sustainable Hospitality Alliance’s existing committees and research, alongside the expertise of sustainability and hospitality partners, this collaboration will maximise the collective experience and thought leadership of these networks and enhance alignment. 
      Glenn Mandziuk, CEO, Sustainable Hospitality Alliance and Co-chair of the Sustainable Markets Initiative Hospitality and Tourism Task Force, said: “I welcome our founding members who bring their expertise and knowledge to help build a more sustainable future for the hospitality and tourism industry. By galvanising the conversation around sustainability, we can drive practical and tangible solutions, to push innovation and address the challenges the industry faces.  The Task Force aims to collaborate not only with each other, but other Task Forces. With far-reaching value and supply chains, the hospitality and tourism industry are in a unique position to engage and have cross-sector influence.  I look forward to working with our members and hope to welcome more leaders to the Hospitality and Tourism Task Force as the industry focuses on pathways to accelerate sustainability.”
      Xenia zu Hohenlohe, Co-founding Partner, the Considerate Group and Co-chair of the Sustainable Markets Initiative Hospitality and Tourism Task Force said: “I am very encouraged by the level of commitment and leadership of the founding members, to our purpose of bringing this industry together with other sectors, already active as part of the Sustainable Markets Initiative, to build a more sustainable future. The hospitality and tourism industry can play a pivotal role, given its crossover with so many other sectors, such as aviation, asset management, shipping, buildings, to mention but a few, in this process. Hence this task force is also key to ensuring maximum alignment in our efforts to overcoming the common challenges our societies and companies face when it comes to climate change. I am honoured to co-chair this group of highly professional and dedicated CEO’s and partners.”

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      Azul Linhas Aéreas signs Chooose carbon calculation partnership

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      Azul Linhas Aéreas has partnered with Chooose to develop a program that allows passengers to understand and offset carbon emissions of purchased flights.
      The process is placed within the booking flow of Azul Linhas Aéreas’ mobile app.
      Going beyond the current mission of reaching remote locations and connecting communities in the region to national and international destinations, Azul now aims to strengthen its commitment to the biodiversity of the Amazon region.
      By offering carbon calculation and offsets for all flights, the company wants to give customers the chance to not only fly to all parts of the country, but to understand the CO2 impact of their flights and support the protection and development of the Amazon.
      When buying any ticket with Azul through the mobile app, customers can choose to pay an additional fee that has a double function. ADVERTISEMENTFirstly, it offsets the CO2 emissions resulting from the seat during the flight, and secondly it directs funds to climate projects in the Amazon.
      The CO2 calculations are based on the flight distance, route, type of aircraft, number of passengers, seat class, and other variables present in each flight.
      The calculations are done using technology from Chooose, a climate tech company that specializes in CO2 offset solutions and is a world leader in this type of solution for the aviation sector.
      Offsetting emissions is voluntary, and through this solution, Azul offers a practical, safe, and educational option for customers concerned about the impact of their carbon footprint during their air travel, Filipe Alvarez de Oliveira, sustainability manager at Azul, explained.
      “This is because, in the Azul app itself, when buying tickets, customers who offset their emissions find out how much CO2 their contribution will help to offset, and can also learn about the projects supported by the company that will benefit from this compensation,” he said.
      This in-app solution with carbon offsetting and climate project support is just one several by the company actions to mitigate the effects of climate change.
      This, among other initiatives that Azul intends to disclose throughout the year, are part of a larger strategic plan and represent the airline’s commitment to the ESG principles of environmental sustainability, social responsibility and governance.
      “We see a growing trend of individuals and companies worldwide seeking ways to understand and reduce the CO2 emissions associated with their travel.
      “In response, Chooose is proud to support Azul in delivering a climate program that enables customers to easily understand and address their carbon footprint – all within the mobile app booking flow – while contributing to high-impact climate solutions like forest conservation and biodiversity preservation.
      “Together, we are making climate action more accessible for people worldwide,” said Andreas Slettvoll, chief executive of Chooose.

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      OPPORTUNITIES FOR EAST AFRICA

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      What business opportunities and prospects for joint ventures exist for tour operators in East Africa? This question was investigated by representatives of business and tourism organisations at the City Cube on Wednesday during the ITB fair.In the presence of African joint venture partners, including a delegation accompanying the Ethiopian tourism minister, they described possible ways in which these countries can profit from the expansion of long haul tourism.
      East African countries have a wealth of tourism highlights. Tourism attractions range from safari tours to gorillas in the wild in Uganda, as well as cultural sites in Ethiopia and the famous Nyungwe waterfalls in the national park of the same name in Rwanda. Kenya and Tanzania, together with the island of Zanzibar, are already popular destinations for German visitors. The majority of tourists use the services of well known package tour providers, explained Dr. Martin Post from the German Travel Association (DRV). He forecasts a substantial recovery of the long haul travel market. However, many people make their bookings at short notice, which complicates planning for the providers of such services.
      Matthias Lemcke, vice president of the South and East Africa Working Group (ASA), described the advantages of his association, which includes tourism boards, airlines and tour operators. Part of his work involves visits by delegations from Germany to countries that have not had many international tourists. Among the events planned for 2023 is a tour to Angola. As a consultant and ASA member Guido Bürger explained that tour operators with a unique selling point can also find opportunities, alongside established suppliers of package tours, for example by offering bird spotting or culinary events. However, growing numbers of travellers are making their bookings online or, if they are familiar with a country, they put all the components of their trip together themselves. Digitalisation provides an opportunity for small and medium sized businesses, and in some East African countries they can to some extent have access to funding programmes such as those offered by the World Bank or the GIZ.
      The East Africa Tourist Visa, known as EATV for short, is designed to make travellers‘ lives easier. So far it is valid for Kenya, Uganda and Rwanda. More countries may be included in the future. All three countries can be visited with one visa, which is valid for 90 days and entitles the holder to multiple entries.

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      SECURITY CHECK APPOINTMENTS, SUNFLOWERS, SELF-SERVICE

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      SECURITY CHECK APPOINTMENTS, SUNFLOWERS, SELF-SERVICE

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      BER Airport is putting every effort into avoiding the chaotic airport scenes of 2022. At ITB Berlin 2023, BER managing director Thomas Hoff Andersson presented three services that travellers can use to make life easier.Firstly, there is BER Runway, a new service that lets passengers book a security check time slot. Secondly, people with hidden disabilities can use a free sunflower-badged lanyard to discreetly indicate they require a little more time or assistance. And thirdly, BER Airport is focusing increasingly on self-service points.
      Using BER Runway, BER passengers can now book security check time slots. This can be done online for separate access to security in Terminal one in order to reduce possible waiting times. The service is free of charge. Thomas Hoff Andersson: “It lets passengers plan their airport stay more reliably and minimise stress on their trip.“ Kasper Hounsgaard, Co-CEO Copenhagen Optimization, added: “The future of aviation lies in putting passengers more in control of their trips. Passengers who select security checks outside peak times help make procedures smoother.“
      The Sunflower programme offers assistance to people with hidden disabilities. BER is Germany’s first airport to introduce a sunflower-badged lanyard, an internationally recognised symbol used in many countries. With it, people can discreetly signal a hidden disability and the fact they require a little more time or patience. Sunflower director Ruth Rabét said: “Hidden disabilities cover a wide range including autism, cognitive disabilities, mental health problems, anxiety disorders, to name but a few.“ The lanyard is free and no proof must be supplied.
      Thirdly, BER aims to expand its self-service points. Thomas Hoff Andersson: “Passengers can use these to check in on their own and drop off their baggage. Several airlines are already offering this service, either just for dropping baggage or additionally for printing boarding cards.” Services are scheduled to expand by 2023 and it is hoped that by the summer at the latest self-service points will be so numerous as to noticeably speed up passenger check-ins.

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      A RETURN TO NORMALITY, BUT DELAYED

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      For business travel, the return to pre-pandemic normality has been moved back two years to 2026. Inflation, China’s economic problems and the effects on global supply chains were among the reasons listed by the Global Business Travel Association (GBTA) on Wednesday at ITB Berlin 2023. Basic parameters concerning business travel had also changed, said Suzanne Neufang, CEO of the GBTAFollowing the slump in 2020 the curve had peaked sharply around 2021/22, but had since dropped off again, due in part to China opening up quickly again and resurgent infections there. Currently the curve was pointing downwards – probably until 2026.
      During the pandemic business travel decision-makers had learned that virtual meetings offered advantages in some respects, even if on the other hand there was fundamentally no substitute for meeting in person, Neufang said. Moreover, sustainability was increasingly becoming an issue, and fewer business trips meant a smaller carbon footprint. All the while, business trips had not gone entirely out of fashion for internal meetings.
      Financial companies and insurances easily topped the list of those sectors taking business trips again at more or less pre-pandemic levels, Neufang said. At the other end of the scale were NGOs and foundations.
      45 per cent of travel managers had increased their budgets, that much could be said. Faced with the general skills shortage travellers’ expectations had grown. Many of them expected to undertake blended travel, for example in order to extend a business trip by a few days off at their destination. A survey among travel managers found that employers were divided here: 41 per cent were in favour, trending upwards, while 42 per cent were against.
      Summarising, she listed five business travel trends: China remained difficult to forecast, business travellers as such had higher expectations, demand for eco-friendly travel was on the rise, technological change slowed things down, and personal trips would play a big role again.ADVERTISEMENT

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      GETTING TO AMERICA HAS NEVER BEEN EASIER

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      GETTING TO AMERICA HAS NEVER BEEN EASIER

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      With 70 nonstop flights per week from Germany it “has never been easier” to get to the USA. These were the words used by Dr. Amy Gutmann, ambassador of the United States of America, to appeal to travellers on Wednesday at ITB Berlin.Compared with the previous year, this year their numbers are expected to increase by 20 per cent. In 2022 there were 1.5 million German visitors to the USA. The target for 2024: to attain the pre-coronavirus level of some two million. With 29 exhibitors from Fairbanks to Key West the USA display at ITB Berlin 2023 presents the country as an innovative tourism nation, using a slogan slightly adapted from that of the Terminator: “We are back!“
      On the occasion of the Berlin World Women’s Day, Gutmann pointed out that global tourism has “brought increasing numbers of women into business management and to the conference table”. “Where women are working, there is more inclusion”, she said. She herself lived through the pandemic with the aid of a home trainer, but both she and her bodyguards are pleased to be able to ride through the Grunewald forest on a real bicycle.
      Germany has a key role to play on the road back to tourism normality, Gutmann continued. The USA is endeavouring to turn the focus onto the country as a whole and not just the well known hotspots, in an effort to create diverse, inclusive and attainable possibilities for everyone. “We want America to remain an irresistible destination.”
      This is something that the state of Michigan is keen to demonstrate. “We have arisen again from the ashes”, was the response by David Lorenz, Vice President of Travel Michigan, to the question of why it is worthwhile for tourists to visit the former automobile city Detroit. “Detroit is the most innovative metropolis in the USA”, he stated, and drew attention to the city’s skyline as proof. “Many old skyscrapers have been renovated because, during the recession and with the decline of the traditional automobile industry, it was too expensive to demolish them and build anew.” As a result Detroit has become a unique centre for mosaics from the early 20th century, and for other forms of architecture, especially Art Deco.
      In the world of music the legendary Motown sound is celebrated in and around Detroit, where the population has a greater diversity than almost anywhere in the USA, having come there from many different countries to work in the large automobile factories. “Now they are all contributing to a new culture. In this respect Detroit has much in common with Berlin“, said Lorenz.ADVERTISEMENT

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      HOW CAN COMPANIES TARGET CUSTOMERS BETTER WITH THEIR ADVERTISING?

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      HOW CAN COMPANIES TARGET CUSTOMERS BETTER WITH THEIR ADVERTISING?

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      How can a company find out more about its customer groups and reach travellers online, what expectations do these groups have – and how can a company target customers better with its advertising? Answering these questions on Wednesday in a keynote speech opening the Marketing and Distribution track at the ITB Berlin Convention, Michael Trauttmansdorff, director of Product Management, Travel Ads at Google, offered some valuable insights.38 per cent of all holidaymakers who regularly travel abroad want to book a once in a lifetime travel experience, said Trauttmansdorff. Travel has a high priority and the amount of time spent on planning and preparing is growing, Trautmansdorff continued. Coupled with that was the fact that young people in particular showed less brand loyalty and were more willing to try out new brands.
      Videos and quality images are becoming more and important for approaching and winning over travellers. Travellers, especialy Gen Z, look online for inspiring content and get their fascination there. “90 per cent of travellers get information from YouTube, which is why it is important to have a YouTube strategy“, said Trauttmansdorff.
      Google Tools can help destinations in a whole range of ways to approach potential travellers with as little waste coverage as possible. Thus, Performance Maps for Travel Tools can be used to create marketing campaigns for hotel chains, which are broadcast via seven different Google channels. By visiting the website at https://travelinsights.withgoogle.com, destinations, hotels and tour planners can obtain valuable insights into customer demand trends and tailor their campaigns accordingly. This tool can be used to make decisions based on solid data and target the right customer groups with the right message.
      AI-based Google Tools can also help make a trip as sustainable as possible. Thus a Google flight search will display the approximate CO2 emissions for the flight in question.

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