new platform tourism services - world tourism...

John G.C. KesterDirector Tourism Market Trends Programme

New platform tourism services (or the so-called sharing economy)

Panel debateITB, Berlin, Germany

9 March 2017

UNWTO research on new platform tourism servicesLiving project - work in progressSubject is constantly evolving and requires unconventional approach

• Discussion paper• Survey among Members (full and AM) and city network, to take

stock of to what extent these services are an issue and how it is dealt with

• Identify case studies• Share information, links to relevant material, pieces of research,

etc.• Offer guidance and relevant content when required, i.e. for

meetings, conferences, etc.

Tourismand change

External factors continuously changethe world and tourism

STEEPLED analysis(extension of PEST)

Tourism

Social

Technology

Economy

Environment

Politics

Legal

Ethics

Demography

Ethics

World, economy and tourism constantly changing

• innovation: new ideas, R+D (C+I), entrepreneurship, investment, passion and perseverance • T is a strong driver for tourism, in: connectivity: transport, infrastructure, facilitation; logistics,

management and administration; safety & security; hospitality and catering; marketing and promotion• not all change is tech: e.g. business models, organisation, architecture, design, new or improved

services, human resource development, etc.• but ultimately tourism is an experience, T is a tool / enabler / facilitator

• Change as driver of development:– offering of new or better products and services, enhancing experience– increase of choice, further differentiation, diversification and sophistication– lower price through lower costs / use of economies of scale /

increase of labour productivity & value added– changes often incremental, but can also sometimes lead to

major shifts and disruption: need to stay competitive– source of market growth, through: inclusiveness, open up for broader part of society,

enabling more frequent trip taking, opportunity for entry of new entrepreneurs

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

1995 2000 2005 2010 2015 2020 2025 2030

Inter

natio

nal T

ouris

t Arri

vals

(milli

on)

Trend 1995-2010Tourism Towards 2030 projectionActual 1995-2015*

1235 mn

525 mn

Source: World Tourism Organization (UNWTO)

1.4 bn1.8 bn

Actual Trend vs. Tourism Towards 2030 projectionWorld

Connected world

1945 1960 1975 1990 2005 2015 2030

the ‘pre-history’

from analog to digital

connecting the world

the internet goes mobile and social Future

?

ICT: Connected world

New platformtourism services

New platform tourism servicesWhile initially transactions used to be B2B and B2C, a more recent trend is the entry of alternative suppliers through peer to peer (P2P) platforms, were private persons offer products and services to others through an intermediary platform run by an organisation or a company

• by now means all new• large variety and often temporary

• not necessarily illegal

• act as intermediaries / distribution channel • comparable to GDSs / OTAs

• internet makes transaction far easier and with worldwide reach

• demand has always existed • motivation to use variesVisitors

• act as intermediaries / distribution channel• act as intermediaries / distribution channel • comparable to GDSs / OTAs



• demand has always existed • motivation to use varies


























• by now means all new• large variety of products on offer by a diversity of suppliers

• often temporary• not necessarily illegal


• internet makes transaction far easier and with worldwide reachPlatform services

Private providers

Visitors

Information

Accommodation

Transport

Food

Attractions

New platform tourism services

In tourism the new platform tourism services developed in the areas of:

New platform tourism services• This is often referred to as ‘sharing’ or ‘collaborative’ economy, understood as sharing of

access to goods and services from peer-to-peer / private-to-private coordinated through community-based online services

• But are these new platform tourism services really sharing or collaborative?• Need to distinguish between:

– exchange without economic transaction beyond cost recovery; true sharing / collaborative• Sharing of opinions, reviews, comments, tips, etc., such as in Tripadvisor, Yelp, etc.• Most longer distance ride share such as Blablacar; some cooking and dining at

home, such as eatwith and eatfeastly, etc.– exchange with ec. transaction beyond recovery of marginal costs / for benefit

• short term rental of accommodation, such as in Airbnb, Homeaway; short-distance transport services, such as Uber, Lyft, Cabify; activities such as bemyguest.com.sg

• For this category sharing or collaborative economy is a misnomer, as generally activity takes the shape of a business and should be recognised as such

UNWTO Survey on new platform tourism services

- Data collection initiated in December and is still ongoing

- UNWTO Member states, Affiliate members and a selection of cities were invited to participate

- A Discussion Paper summarizing the key ideas was prepared and disseminated, alongside with the Survey

- As of February 27th, 102 respondents had replied to the survey (n=102)(as of March 3rd, 110 respondents)

- The final results are scheduled to be presented at the 105th Session of the UNWTO Executive Council

UNWTO Survey - Preliminary results

50

32

23

13

13

34

36

23

16

15

8

16

21

18

17

6

9

16

22

23

4

9

19

32

32

0 102

Information

Accommodation

Transport

Food

Things to do

very important importantsomewhat important present, but not importantnot present

UNWTO Survey - Preliminary results• Information and accommodation scored the highest importance among respondents

B1: How do you rate the current importance of private tourism services through digital platforms for your destination/activity?

UNWTO Survey - Preliminary results• Positive impact prevails for the majority of respondents

D1: How do you rate the current overall effect of private tourism services through digital platforms for your destination/activity?

UNWTO Membership survey, n=102 (as of Feb 27th), missing up to 102: No answer

Governance

fair competition, maintain level playing field

(rules, registration, licensing, certification, taxation, etc.)

tourism planning and sustainability

(unplanned development, crowding out of residents, congestion,

nuisance, etc.)

consumer protection(quality standards, safety and

privacy, etc.)

labour conditions service providers / workforce

(e.g. Airbnb hosts, Uber drivers, exploitation, etc.)


E1: How important are the following areas of governance when dealing with these private tourism services and platforms in your destination/activity?

• All areas of governance of high importance


•Information– Raise awareness, provide training for and encourage businesses to engage– Improve quality standard by using platforms ratings– Joint marketing initiatives/use rating data to improve destination marketing

•Accommodation– Regulate: registration/certification, taxation, limitation of max stays (even asking for access to platform data)– Cooperate with platforms to enforce regulation (succesful and not succesful)

•Transport– Stop/prohibit private transport services– Encourage taxi providers to go digital

•Food– Encouraging providers, promoting restaurants

•Things-to-do– Encouraging providers, seeking collaboration

C1.4 Has any action been taken by your organization or any other organization(s) in relation to these opportunities and challenges?

• Most action taken in relation to the opportunities and challenges is in a very early state

Understand & monitor

Protect & regulate

Stimulate

The way forward

The way forward – no ‘one size fits all’ recipeUnderstand & monitor• Assess development of services through measurement and research to take informed and evidence

based decisions• Learn from other destinations and their experiences

Stimulate• Dialog with all stakeholders (vitamin 3C: Collaboration, Cooperation and Coordination) • Co-operate/collaborate with platforms and encourage the sharing of information• Adjustment to the new situation: foster and allow innovation (some destinations/companies

already embraced elements of the new offer)

Regulate & protect• Recognise that traditions and regulations differ widely by destination• Review and rethink current situation and regulation and adjust smartly if needed and

possible (tailored to the new situation and proportionate to the scale of operation)• Raise awareness of rules• Guarantee enforcement

‘The only thing that is constant is change’Heraclitus, c. 535 ‐ 475 BC

Thank you very much for your attention!

John G.C. Kester

Tourism Market Trends Programme World Tourism Organization

(UNWTO) www.unwto.org

new platform tourism services - world tourism...

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