NavigateNew directions in travel, hospitality and leisure Volume 6 | Summer 2013

In this issue

•Apulseon the tourism industry

•Canadiantraveloutlook

•DigitalMedia best practices in the travelindustry|ImpactofCASL

Special report

•Destinationprofile | Iceland

Navigate

This is the sixth edition of our semi-annual

publication: Navigate. Each issue provides a

pulseontheCanadiantravel,hospitality

andleisureindustryandhighlightsfuture

trends. Each issue also explores a ‘hot’

topicthatishavingsignificantinfluenceon

the industry.

Contributors

Deloitte

DylanCarr

AndrewCheng

MaureenConvery

LorrieKing

Bernice Pao

KristinaValentini

Stephen Yu

TIAC

DavidGoldstein

Ipsos

DavidPierzchala

Contents

1 What’s next?

2 A pulse on the tourism industry

6 Canadian travel outlook

14 Digital Media best practices in the travel industry | Impact of CASL

30 Destination profile | Iceland

36 Methodology

Navigate | Summer 2013 1

Lorrie King David Goldstein

What’s next?

Globalarrivalsreachedamilestonein2012surpassingonebilliontoreach1.035billion.Asia-Pacificwith7%growthwasthetopoverallregionalperformer,whilesub-regionsSouthEastAsia,NorthAfrica,andCentralandEasternEuropeallhad8%growthorhigher.Governmentscontinuetoseetourismasaneffectivedriverofrevenueinaslowgrowthenvironment.CountriessuchasCanadaandtheU.S.arelookingcloselyatcustomsandvisarequirementstoreduceprocessingtimefornewemergingmarketvisitorsandpromotemoreoff-peakseasons.TheU.S.hasalsoincreasedmarketingexpendituresintargetregionsthroughitsBrandUSAinitiative.StrongcurrencyregionssuchasCanadaandemergingmarketsinSouthEastAsiaandLatinAmericacontinuetobetargetsforinternationaltravelmarketsasEurozonevisitorshaveseentheircurrencyfallagainfrom2011levels.

Canada’ssixemergingandtransitionmarketscontinuetheirmarchtowardsalargersliceoftheCanadiantravelmarket.Currentlyrepresenting6%ofarrivals,emergingmarketswillsoonnearthe10%marketshareheldbythetraditionalfourcoremarkets(U.S.retains73%ofarrivals).Emergingmarketscontinuetogrowatratesgreaterthan5%(withtheexceptionofSouthKorea)andcoremarkets(inEurope)continuetoshrink.

OursurveyofCanadiantravellersisshowingapositiveoutlookforbothdomesticleisureandbusinesstravel.25%ofCanadiansintendtotravelmore,while68%suggestthattheyareaslikelyaslastyeartotakeapersonalvacationinthecoming12months.Domesticbusinesstravelintentionsareupas66%oftravellersareaslikelytotakeabusinesstripinthenext12monthscomparedto59%atthispointlastyear.

In this edition of Navigate,weexploretheeffectoftechnologyonmanyaspectsoftheindustry,fromdataanalyticstocrowd-sourcing,whilealsohighlightingtheregulatorychallengestravel,hospitalityandleisurecompaniesface(suchasCanada’snewAnti-SpamLaw).Weemphasizetheimportanceofmaintainingstrongconsistentcommunicationchannelsacrossmediaplatforms,especiallyinthemidstofacrisis.

Our latest ‘hot’ destination is the not always aptly named Iceland. Its climate, mediated by the North Atlanticcurrent,providesoutdoorenthusiastswithplentyofactivitiesforbothsummerandwinter.TheIcelandicpeoplewererecentlyrecognizedbytheWorldEconomicForumasbeingthemostwelcomingtotourists.TocontinueourdigitaltrendwehighlightthecriticallyacclaimedmarketingcampaignsthathelpedputIcelandonthemap(formorethanjustvolcanos).

WehopeyouenjoythislatestSummereditionofNavigateandencourageanyfeedbackorsuggestions.

Sincerely,

Partner and National TravelHospitalityandLeisureLeaderDeloitte

PresidentandChiefExecutiveOfficerTourismIndustryAssociationofCanada(TIAC)

Navigate | Summer 20132

A pulseon the tourism

industry

Navigate | Summer 2013 3

State of the industry

• Globalarrivalshaveincreased3.9%year-over-yearas ofDecember2012whileglobalreceiptsgrewby4%in2012vs.2011.Growthisexpectedtocontinuein2013onlyslightlybelowthe2012level(+3%to+4%)andinlinewithUnitedNationsWorldTradeOrganization(UNWTO)longtermforecast.

• ArrivalstoCanadafromtheU.S.grew2.2%tohelpdrivea1.8%increaseinarrivalsin2012.Canada’sothertravelmarketsgrewslightlywithemergingandtransitonmarketsexhibitinggreaterthan5%growth,whiletransitionalcoremarketscontinuedtodecline.Canada’stourism receipts increased at a reasonable 4.4% for the

12-monthperiodpoweredbynon-U.S.receiptsgrowthof5.8%.

• TheCanadianhospitalitysectorissteadywithrevenueperavailableroom(RevPAR)andaveragedailyrategrowing1.4%and1.7%overthe12-monthperiodtoMarch2013.

• OurApril2013surveyofCanadianleisuretravellerssuggeststhatCanadians’intentionstotraveltotheU.S.andwithinCanadaforthenext12monthshaveincreased relative to the previous period.

A pulse on the tourism industry

Industry snapshot – International

Globaltourismarrivals(2012) 1.035B(+3.9%)

Globaltourismreceipts(2012) $1,074.57B*(+4%)

Canada’sinternationaltraveldeficit(2012) $17.85B(+9.6%)

Industry snapshot – Canada

InternationalarrivalstoCanada–LTMasofDecember2012U.S. 11.9M(+2.2%)Allothercountries 4.5M(+0.9%)

Total 16.3M (+1.8%)

Canadiantourismreceipts–LTMasofDecember2012U.S. $7.243B(+2.4%)Allothercountries $10.107B(+5.8%)

Total $17.350B (+4.4%)

Canadian hospitality metrics

Canadianhospitalitymetrics–LTMasofMarch2013Occupancy rate 54.8%(-0.3%)Revenueperavailableroom(RevPAR) $69.21(+1.4%)Averagedailyrate(ADR) $126.4(+1.7%)

Traveller outlook

Percentageofsurveyrespondentswhoaremoreoraslikelytotraveltoaspecifieddestination forapersonalvacationoverthenext12months**WithinCanada 93%(vs.92%)TotheU.S. 79%(vs.78%)OutsideNorthAmerica 65%(vs.65%)

Percentageofsurveyrespondentswhoaremoreoraslikelytotraveltoaspecifieddestination forbusinesstraveloverthenext12months**WithinCanada 90%(vs.84%)TotheU.S. 72%(vs.73%)OutsideNorthAmerica 64%(vs.62%)

Note:DollarfiguresareinCanadianDollarsSource:UNWTO,StatisticsCanada,STRGlobal,Ipsos;CanadianTourismCommission.July2010–June2012report;OntarioMinistryofTourism/ PKFHotelindustrystatisticsforCanada*Convertedfromoriginalvalueof$1,075BUSDusingBankofCanada’s2012averageexchangerateof1USD=0.9996CAD**Travelleroutlook%inparenthesesrepresentresponsesfromSummer2012Navigatesurvey(April2013–May2013vs.April2012–May2012)

Navigate | Summer 20134

TraveldeficitwidensasCanadianscontinue

to spend more abroad

Canadian tourism receipts (from foreigners), payments (by Canadians abroad) and resulting travel deficit (InCAD$Billions)

Source:StatisticsCanada–InternationalTravelAccount

• Totalinboundtravelreceiptsgrewapproximately4%whilespendingabroad grewalmost7%in2012,causingCanada’sinternationaltraveldeficittoincrease to$17.8billion

• Canada’straveldeficitwiththeU.S.grewby$1.4billiontocloseat$14.5billion, asCanadiansspent7.8%morethanin2011

• ThismaybedrivenbythecontinuedstrengthoftheCanadiandollaraswellasincreasesinpersonaldutyexemptionsannouncedinJune2012

• Americantravellersspentonly2.4%moreinCanadathispastyearinlinewith the 2.2% increase in visits

-$30

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Navigate | Summer 2013 5

EmergingmarketsfuelCanada’sarrivalsgrowth

Canadian arrivals from key international markets2011 vs. 2012

Source:CanadianTourismCommission–TourismSnapshot

• A2.2%increaseinU.S.arrivalsandan11.2%increaseinemergingmarketarrivalsdroveanoverall1.8%increaseinyear-over-yeararrivals

• China(+18.3%),Mexico(+7.3%),Brazil(+6.4%)andIndia(+5.3%)alongwitharesurgentJapan(7.2%)continuetooffsetlossesinsomeofourcoremarkets

• Australia(+6.5%)wasthesolebrightspotamongtheoverall-1.1%declineincoremarketarrivals

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Navigate | Summer 20136

Canadian travel

outlook

Navigate | Summer 2013 7

WhereandhowareCanadianstravelling?

Leisure visits in past 12 months

Mix of business and leisure visits in past 12 months

• Youngtravellerscontinuetotakethemostleisuretrips

• 35-44year-oldstookthemosttripscombiningleisurewithbusinesstravelinthepast12months

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Navigate | Summer 20138

WhereandhowareCanadianstravelling?

(continued)

Very or somewhat likely to take a vacation to the following destinations over the next 12 months

Basis point change from Winter 2012 survey

(1 to 3/5+ nights)

Canada -/+2

U.S. +3/-

Caribbean -4/+2

Europe (other) -4/-2

France -2/-1

U.K. -2/-1

South America +1/-1

Spain -2/-1

Germany -2/-1

Greece -1/-1

Australia -1/-1

China -1/-1

Africa -1/-1

Middle East -1/-1

Canadiantravellersstatingtheyaresomewhatorverylikelytotakeavacationof5ormorenightshasincreasedcomparedtolastsurvey,whiletheirintentiontotakeashortertripwithinCanadahasnotchanged

• IntentionstotakeashortvacationtotheU.S.haveincreased,likelyduetoastrongCanadiandollar,morefocusedmarketingandincreaseddutyallowancesfortravellersstayinglessthanaweek

• TravellersmaybetappedoutonshortstaysintheCaribbean,butaremoreinterestedinlongerandpotentially more exploratory vacations

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Middle East

Africa

China

Australia

Greece

Germany

Spain

South America

U.K.

France

Europe (Other)

Caribbean

U.S.

Canada

1 to 3 nights 5 or more nights

Navigate | Summer 2013 9

Regionalflavour

What is the likelihood that you will take a vacation for 5 or more nights to the U.S. over the next 12 months?

• WesternCanadiansaremostlikelytovisittheU.S.inthenext 12 months

What is the likelihood that you will take a vacation for 5 or more nights to the U.K., France, Germany, Greece or Spain over the next 12 months?

• OntariansarethemostavidEuro-tripplanners. OntariohasthehighestproportionofrespondentsintendingtovisitU.K.,France,GermanySpainandGreeceinthenext12months.

Ontario

ON

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BCAB SK MB

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% stating somewhat or very likely

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Navigate | Summer 201310

Regionalflavour

(continued)

Number of leisure trips in the past 12 months (Quebec vs. rest of Canada)

Compared to last year, are you more or less likely to travel to the following destinations for a personal vacation over the next 12 months?

More likely

• ComparedtotherestofCanada,Quebecersaremostlikelytotakeatleastoneleisuretripwithmorethanhalftakingonevacationinthepast12months

Less likely

• Comparedtolastyear,QuebecersaremorelikelytotravelabroadandsecondmostlikelytotraveltotheU.S.thananyotherCanadianregion.TheywerealsolesslikelytotravelwithinCanadathaninthepast 12 months

Quebec

QC

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Navigate | Summer 2013 11

Regionalflavour

(continued)

• 76%ofAtlanticCanadiansareplanningatripgreaterthan5nightswithinCanadain2013

• AtlanticCanadiansweremostlikelytocombinebusiness trips with leisure travel in the past 12 months

What is the likelihood that you will take a vacation for 5 or more nights within Canada over the next 12 months?

Mix of business and leisure visits in past 12 months

Atlantic Canada

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Navigate | Summer 201312

Canadianscontinuetospendmoreoverseas

• Canadianstravellingoverseasspent $399(onaverage)lessontravelcomparedto6monthsago

• Domesticspendingdeclinedmarginallywhilespendingsouthoftheborderincreased 16%

• OntariansweretheonlyregionalgrouptoincreasetheirspendingwithinCanada

• WesternCanadianscontinuedtospendthemostthoughhavefallen12%from ayearago

Average spending on travel in past 12 months

Average spending within Canada

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Navigate | Summer 2013 13

ThemajorityofCanadianschoosedestinationsbasedondesiredclimateor

weatherandseektosavemoneyonlodging,butdifferencesexistbetween

respondentswithchildrenandthenationalaverage

Not including price, what are your three most important decision criteria when selecting one destination over another?

• Householdswithchildrenhad thesametoptwocriteria(climate andaccommodations)astheoverallsurvey, but presence of friends and family,lengthoftravel,andpresenceofattractions were more important criteria forchoosingadestinationthansightseeing,sceneryorculture andheritage

0 20 40 60 80

I have friends orfamily there

Sightseeingopportunities

Accommodations

Climate/weather

Length oftravel/distance

Scenery

Culture and heritage

Presence of attractions(i.e. theme parks,

museums, etc)

% of respondents (with children) % of respondents (total)

Navigate | Summer 201314

Digital media

best practicesin the travel industry

Navigate | Summer 2013 15

Digitalmediacanbeusedtoengagecustomers,

driveinsightfulanalytics,andmanageintimesofcrisis

• Digitalmediaisnolongerrestrictedtoonlycorporatewebsitesasitalsoincludesblogs,photoandvideosharing,micro-blogs,socialnetworking,location-basedservices, and mobile applications.

• Corporationsareincreasinglyallocatingdedicatedstaffandmoneytoleveragethecapabilitiesofsocialmediaininnovativeways.Almost75%ofairlinesplantoincreasetheirsocialmediabudgetin2013.

• 71%ofcompaniesworldwidesaidtheywouldgrowtheirdigitalmarketingbudgetsin2013,upfrom68%in2012.Only20%ofcompaniesareplanningtoincreasetheirtraditionalmarketingbudgetsin2013,comparedto 16% in 2012.

• Thereisagreateropportunityfortravel,hospitalityandleisurecompaniestoleveragedigitalmediaplatformstoincreasecustomerengagement,driveinsightsfromanalytics,andmanagecrisismoments.

Digital media

Customer engagement

Brandmanagement

Data analytics

Crisismanagement

Sources:http://www.aviationweek.com/Blogs.aspx?plckBlogId=Blog:7a78f54e-b3dd-4fa6-ae6e-dff2ffd7bdbb&plck PostId=Blog:7a78f54e-b3dd-4fa6-ae6e-dff2ffd7bdbbPost:0744d4df-12a7-47a0-9320-ccf14a3c37c8http://www.prdaily.com/Main/Articles/Delta_Airlines_tracks_the_pulse_of_its_customers_r_13967.aspxhttp://www.emarketer.com/Article/Online-Offline-Marketing-Budgets-Worldwide-Rise-2013/1009744

Navigate | Summer 201316

Digitalmediaischangingthelandscapeofdataanalyticsfor

travel,hospitalityandleisureorganizations

The four dimensions of Big Data in travel, hospitality and leisure (THL)

1 VolumeTravel data will more than double in the nextfiveyearsasaresultofdigitizedpassengerinformationontickets/reservations,andinformationfrom mobile devices and social media.

2 VarietyDatacomesinawidervariety,suchas transactional,web,text,image,audio,video, blogs,ratingsand‘likes’.

3 VelocityItisnolongersufficientforTHLorganizationstocollectanddisseminatedata–itmustbedoneinreal-time or near real-time.

4 ValueDatamustbeleveragedinsuchawaysoastoimproveinternaloperatingcapabilitiesandcustomerexperience, and drive incremental revenue.

Sources:IDCManufacturingInsightswhitepaper(http://www.slideshare.net/HPenterprise/data-and-analytics-focus-in-the-travel-and-transportation-industry-by-idc-manufacturing-insights);http://www.deloitte.com/view/en_US/us/Services/additional-services/deloitte-analytics-service/4bc6282334daa310VgnVCM3000003456f70aRCRD.htm#;http://img.lightreading.com/evi/pdf/ipsi0911_toc.pdf;http://www.prnewswire.com/news-releases/analytics-makes-a-positive-difference-in-the-recovering-travel-industry-130568863.html;Gartner:AgendaOverviewforAnalytics,BusinessIntelligenceandPerformanceManagement,2013

Big Data represents a largely untapped source of customer, product, and market intelligence for THL organizations

Key stats on data

• 6billionmobilephonesinusetoday,representing 87%oftheworld’spopulation

• 1.2billionmobilewebusersintheworldtoday,representing17%oftheworld’spopulation

• 30billionpiecesofcontentsharedonFacebook every month

• Morethan60billionintelligentdevicesexistintheworld today and is expected to rise to more than 200billionby2015

Navigate | Summer 2013 17

Alotteryandgamingcorporationisabletouseanalyticsto

understand and identify fraudulent behaviours

• DataanalyticscanhelpTHLorganizationsaddressenterpriseriskissuessuchasfraud.

• Lotteryandgamingcorporationisabletousedataanalytics to review 13 years of lottery data to determine the level of insider wins in that period.

• Themethodinvolvesdeterminingdataanomaliesthatwouldidentifypatternsofinappropriatetickettransactions.

Sources:DeloitteAnalytics-SampleCaseStudiesandWinsdeck

18 Navigate|Summer2013

Anairlineisabletoleveragetraditionalandsocialmedia

data to build better customer response teams

• AnalyticscanbeusedintheTHLindustrytoderiveactionableinsightsfromlargeamountsofdatainareassuchascompanyoperations,workforceefficiencyandcustomer satisfaction.

• Forexample,anairlineexecutiveisabletouseadvancedanalyticsandvisualizationtechnologytoaccessreal-timedataonhis/hermobiledevice.

• Theanalyticsoutputsincludeinteractivesummarydashboardsshowing:- Each airport is colour-coded based on company

objectivesandplans;- Performanceagainstthecompany’sfive-yearplan;- Performanceofkeyareassuchascustomerservice,

flightoperations,employees,network,andfinances;- Employee stats, employee recommendations, and

competitorinformation;and- Real-timelisteningonsocialmediachannels

referencingeachairport.

• Inthiscase,theexecutiveisabletoensurethatairlinestaff are able to respond immediately to any potentially harmfulsocialmediasentimentstogreatlyimprovecustomer satisfaction and experience.

• Visualizationplatforms,whichgatherandpresentreal-timeoperationalanddigitalmediadata,effectivelyalloworganizationstounderstandtheirbusinessanddrivedecisionmakinginanentirelynewway.

Analytics can be used in the THL industry to derive actionable insights from large amounts of data in areas such as company operations, workforce efficiency and customer satisfaction

Sources:Descriptionsandphotostakenfrom DeloitteUSAReal-timeAirlineDashboardVideo

http://www.deloitte.com/assets/Dcom-UnitedStates/LocalAssets/Multimedia/us_ba_DeloitteAnalyticsHIVE_AirlinesDashboard_01092013.wmv

Navigate | Summer 2013 19

VailSkiResorts’EpicMixappdrivesengagementand

providesinsightfulanalytics

A versatile and popular application• VailResorts’EpicMixappoffersskiersandridersaseamlesswaytodigitallycaptureandsharetheirmountain experience.

• TheappavailableforiPhoneandAndroidswasdownloaded by more than 40,000 people in 2011 andcontributedto275,000Facebookpostings.

• Theappallowscustomerstotracktheirverticalfeetskied,seelivestatsfromthemountain,usetheirsmartphoneasliftticketsandtoviewtheirphotostakenbyresortphotographers.

Customer engagement and data analytics• Thecustomerexperienceincorporateschatand photosharing,andgamifiesthemountainexperiencethroughintegrationofpoints,levels,andpins.

• Theappprovidestruevaluetothecustomerand, inexchange,thedatacollectedallowsfor insightfulanalytics.

• Dataontheruns/ticket,liftusageandhowthesebehaviourschangebasedonweatherorholidays,providedeepinsightfortargetingcustomersandoptimizingVail’sproductandservicestrategies.

Social media and beyond• InadditiontotheEpicMixapp,Vailalsodrives customerengagementthroughitsFacebook, Twitter,andInstagramsites.Vail’smainwebsite alsoincludesvideos,livewebcamfeeds,images andacompanyblog.

• Announcedin2013,thenextgenerationEpicMixappwillbeEpicMixAcademy,whichwillallowskischoolstudentsofallagestoearndigitalpinsforcompletingcertainskillsorclassesandtracktheirprogress.

Vail Resorts’ EpicMix app offers skiers and riders a seamless way to digitally capture and share their mountain experience

Sources:http://news.vailresorts.com/article_display.cfm?article_id=1181

http://www.digitalbuzzblog.com/vail-resorts-epicmix-photo-rfid-2011/

http://www.enterprisemobilehub.com/blogs/pcalento/ski-resorts-rfid-lift-tickets-and-enterp

http://www.forbes.com/sites/christophersteiner/2012/12/03/the-top-10-ski-resorts-in-the-united-states-for-2013/2/

http://denver.cbslocal.com/2013/03/06/next-generation-of-epicmix-focuses-on-ski-school/

Navigate | Summer 201320

GAdventuresisleveragingcrowdsourcingtobuildtheir

brandanddriveengagement

What is crowdsourcing?• Crowdsourcingistheprocessofgettingideas,workorfundingfromacrowdofpeople.ThisconceptisalreadybeingleveragedintheTHLindustrytobuildcompanybrandimageanddrivecustomerengagement.

G Adventures is using crowdsourcing• TravelcompanyGAdventuresinpartnershipwithThePlaneterraFoundationhaslaunchedacrowdsourcingcampaigncalled‘GProject’tosourceideasthatwillmakeapositiveimpactontheworld,underthecategoriesoffreedom,beauty,knowledgeandcommunity.

• Topideasaredeterminedbyapublicvotewith fourfinalistschosenbyapanelofesteemedjudges. Thefinaliststhenattendthe“SummitintheJungle”(CostaRica)togivea“DragonsDen-type”pitchto threejudges.Thewinnerreceives$25,000tomaketheir idea a reality. 

Implications for THL organizations:• Crowdsourcinginitiativessuchasthisbuildbuzzaroundtheorganization,driveengagementacrossmultipledigitalmediaplatforms,andcangenerateincredibleamounts of brand awareness.

Crowdsourcing is the process of getting ideas, work or funding from a crowd of people. This concept is already being leveraged in the THL industry to build company brand image and drive customer engagement.

Sources:http://dailycrowdsource.com/crowdsourcing-basics/what-is-crowdsourcing

http://www.thisisyourplanet.com/

Navigate | Summer 2013 21

The social media channels of a company can be critical in a

moment of crisis

Social media is the direct interface of the company during a moment of crisis• CostaCruises(subsidiaryofCarnivalCorporation&plc)operatesacorporatesitealongwithTwitter,Facebook,YouTubeandacompanyblog.

• ThedemiseofCostaConcordiaonJanuary13,2012resulted in the proliferation of conversations about the crashinthesocialmediaspace,whichamplifiedbetweenJanuary13to16,2012.

• Fora3-4hourperiodonJanuary14,allCostaCruisescorporate sites were inaccessible and social media represented the sole direct interface with the company.

Implications for THL organizations• Organizationsmustreadilyensureastrongsocialmediastrategyinordertolisteneffectivelytodiscussions,analyzetrendsandrespondinaneffectiveandtimelymanner.

• Coordinatingconsistentmessagesacrossalldigitalmediaplatformsinanefficientmanneriscriticaltokeepingcustomersup-to-dateandwell-informed,especially in moments of crisis.

Focus of conversations around the Costa Cruises crash Impact of crisis

20%

Decline in bookings by some cruise companies in months following the tragedy.

12%

Decline in pricesof major cruise lines in Europe compared to the year before the tragedy.

14%

Immediate drop in share price after the tragedy on January 13, 2012.

40%

The percentage the share price rebounded from the immediate drop to its high point on December 19, 2012.

Sources:

Graph:http://www.prmoment.com/904/costa-concordia-pr-disaster-and-how-it-hit-social-media.aspx

http://www.slideshare.net/Brendan/costa-concordia-digital-crisis-management-the-first-48-hours

http://business.time.com/2012/03/08/in-the-wake-of-the-costa-concordia-tragedy-cruise-prices-drop-by-12/

http://m.theglobeandmail.com/globe-investor/dont-bet-on-smooth-sailing-for-norwegian/article7341640/?service=mobile(statsonshareprice)

http://money.cnn.com/2013/02/13/investing/carnival-stock/index.html

http://www.thespec.com/living/travel/article/887634--rough-sailing-for-cruise-industry-after-concordia-disaster-carnival-triumph-ordeal

Drawing comparisons with the Titanic

Thoughts and prayers for missing people

Dissuaded from taking a cruise as a result

Criticism/negative impressions of Costa

Shocked by the tragedy

Sharing news of rescue attempts

All other themes

Sharing individual stories from the shipwreck

Sharing news of the crash

Sharing images of wreck

Blaming the captain

0% 5% 10% 15% 20% 5%2

Navigate | Summer 201322

Facebook,YouTubeandTwitterarethemostregularlyused

digitalmediatoolsforCanadiantravellers

Which of the digital media tools do you use regularly for your travel experience?

Canadian travellers use Facebook, YouTube and Twitter most regularly in their travels.

Which of the digital media tools do you find to be the most useful for your travel experience?

Canadian travellers find TripAdvisor, Google Plus+ and Tumblr to be the most useful in their travels.

0% 20% 40% 60% 80% 100%

Tumblr

Yelp

Yahoo Answers

Trip Advisor

LinkedIn

Google Plus+

Twitter

YouTube

Facebook

Mo

re u

sag

e

Source: Ipsos

0% 20% 40% 60% 80% 100%

YouTube

Twitter

LinkedIn

Facebook

Yahoo Answers

Yelp

Tumblr

Google Plus+

Trip Advisor

Mo

re u

sefu

l

Source: Ipsos

Navigate | Summer 2013 23

Websitesandblogsaremostoftenusedafteratrip

Which digital media tools do you use during the various phases of your vacation travel experience?

Source: Ipsos

Note:Pre-purchaseincludesreading reviewsandresearchingdestinations.Activitieswhileonatripincludedetermining which attractions or restaurants to visit in the area. Post-tripincludespostingpicturesand writingreviews.

0%

10%

20%

30%

40%

50%

60%

70%

80%

Pre-purchase Activities while on trip Post-trip

Web sites & blogs

Social networking (e.g., Facebook, LinkedIn)

Mobile applications

Micro-blogging (e.g., Twitter, Tumblr)

Photo and video sharing Websites (e.g., YouTube, Flickr, Instagram)

Navigate|Summer201224

Canada’sAnti-Spam

& Legislation the impact on the THL industry

Navigate | Summer 2013 25

Anti-Spam Legislation on the THL industry

Privacyconcernslimitconsumerusageofapplicationsandwebsites,

akeygrowthchannelformanyTHLorganizations

About Canada’s Anti-Spam Legislation (CASL)• IndustryCanadapassedBillC-28–FightingAgainstInternetandWirelessSpamActintolawinDecember2010,alsoknownasCanada’sAnti-SpamLaw(CASL). It is expected to come into full force in 2014, one year afterIndustryCanadafinalizestheregulations.

• AccordingtoarecentDeloittepoll,only13%oforganizationssaytheyunderstandCASLrequirementsandhavebeguntoapplythemtotheirbusinesses.

• CASLwillbethetoughestanti-spamlawintheworldandismuchtougherthanitsU.S.counterpart–CANSPAM.

• Texts,tweets,Facebookpostsandemailswillallfallunder its purview.

• Infact,CASLanditsregulationswillapplytoanyelectronicmessagesentinconnectionwitha‘commercial activity’, even if it is sent without the expectationofmakingaprofit.

• SimplyencouragingparticipationinacommercialactivityisenoughtopotentiallygetcaughtbythisAct.

Canadians want control of their privacy1

Number of respondents

Consumers fear the consequences of using unsecured web sites2

Sources:Deloittepublication,Managing the message, December2012

(1)CanadianMarketingAssociation,April2011(2)DeloitteSocialMediaMarketingChallengesMarketIntelligence,May2011

Industry Canada passed Bill C-28 – Fighting Against Internet and Wireless Spam Act into law in December 2010, also known as Canada’s Anti-Spam Law (CASL). It is expected to come into full force in 2014, one year after Industry Canada finalizes the regulations.

0% 20% 40% 60% 80% 100%

Do not likeadvertising tracking

Do not want to share theirlocation with app owners

Want the choice to opt in orout of targeted mobile ads 85%

77%

74%

0% 10% 20% 30% 40% 50% 60% 70%

Unauthorized access tosocial media accounts

Increase in virus ormalware downloads

Increase in unwantedemails or text messages

Revelation of secrets

Increase in frequencyof internet ads 60%

50%

49%

42%

27%

Navigate | Summer 201326

CASLhasstrictrulesinthreespecificareaswith

serious penalties for non-compliance

Spam

Includes unsolicited commercial emails, includingfalse,misleadingordeceptivesubjectlinesand headers

Spyware Includes the installation ofcomputerprogramsonanother’s computer

Email address Includesharvesting,phishingandpharming of email addresses

Enforcement and risksTheCanadianRadio-TelevisionTelecommunicationsCommission(CRTC),thePrivacyCommissionerofCanada,andtheCompetitionBureauwillallplayaroleinenforcingCASL.Inadditiontosharinginformationamongthemselves,theseagenciescancoordinatewithforeignjurisdictionstopursueviolators.

Organizations that do not comply risk serious penalties• Upto$10 million per violation for corporations• Criminal chargesfororganizationsthatmakefalseormisleadingrepresentationsregardingthesenderorsubjectofacommercialelectronicmessage(CEM)

• Civil chargesenablingbusinessesandconsumerstoseekdamagesof$200perviolation,toamaximumof$1 million per day

• Personal liabilityforcompanyofficersanddirectorswhoknowinglyinfringethelaw

• Vicarious liability for companies whose staff do not comply

• Investigationofspammessages,whichrecipientscansendtoaGovernmentofCanadareportingcentre.Activitiesrelatedtophishing,emailharvestingandtheuseofspyware/malwarewillalsobeinvestigated

According to a recent Deloitte poll, only 22% of organizations have a customer relationship management (CRM) system equipped to handle CASL.

Navigate | Summer 2013 27

Over80%ofCanadianssaytheyreceiveunsolicited

communicationsfromTHLorganizationswithsomefrequency

Considerations for THL organizations:Whiledigitalmediaisincreasinglycriticaltothesuccess ofTHLorganizations,industryprofessionalsshouldactivelyconsiderthefollowinginanefforttoensurecompliancewithCASL.

1. One year:OnceCASLisenforced,THLorganizationswill have one year to ensure compliance.

2. Consent: Thegeneralruleisthatbusinessesmustobtain express or implied consent from recipients beforesendingacommercialelectronicmessage.

3. Third-parties: Inensuringcompliance,organizationsneedtoconsidertheiraffiliationsandcommunicationswithandthroughthirdpartiesandcustomerdataacquiredthroughthirdparties.

4. Mobile:CompliancetoCASLismoredifficultwithmobilethanitisthroughemailcommunications.

5. Preparation: OrganizationsthattakeproactivemeasurestoensurecompliancetoCASLwillbe inbetterpositiontosucceed.TheCASLreadinessroadmap outlined below can help businesses getstarted.

How often do you receive unsolicited communications from THL organizations?

Source: Ipsos

• OverhalfofCanadianssaytheyreceiveunsolicitedcommunicationsfromTHLorganizationsatleast once a month

• 10%ofCanadianssaytheyreceiveunsolicitedcommunicationsfromTHLorganizationsona daily basis.

Engage Assess Implement Operationalize

EstablishaCASLworkinggrouptorepresentfirm-wideprocessesandpractices.Theworkinggroupmaybecomprisedofrepresentatives from marketing,eventplanning,informationtechnology,legalandprivacy.

Review current practices andidentifythegapsbetweencurrentdigitalcommercial communication practicesandCASLrequirements.

Developimplementationplansbasedonthegapsbetweencurrentdigitalcommercial communication practicesandCASLrequirements.

Appointanindividual (e.g.aPrivacyOfficer, RiskOfficerorMarketingDirector)toberesponsibleformonitoringandmanagingcompliance.Such compliance activities will enable businesses to relyontheduediligencedefense.

Never

Occasionally

Monthly

Weekly

Daily35%

10%

26%

10%19%

Navigate | Summer 201328

Canadiansaremostlikelytowelcomesalesandpromotional

communicationsfromTHLorganizations

How likely are you to welcome communication from THL organizations for the following?

Source: Ipsos

• More than half of Canadiansareverylikelytowelcome sales and promotional communications from THLorganizations

• Almost 60% of Canadiansarenotverylikelyornotlikelyatalltowelcomeschedulednewsletters

• Only a third of CanadianswelcomeupdatesfromTHLorganizationsonwhattheirfriends/networkaredoing

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Not at all likely

Not very likely

Somewhat likely

Very likely

Sales and promotions Scheduled newsletters Request for feedback/reviews

Updates on what your friends/network are doing

Navigate | Summer 2013 29

THLcompaniesarestartingtogetreadyforCASL

• Atravelagencyclientis‘refreshing’customerconsentpriortowhenCASLcomesintoforcetoensuretheagencyhasexpresspermissiontocontinuetosendemailsandothermarketinginformationthroughdigitalchannels(e.g.,Facebookblasts,Twittercampaigns).

• SinceitwillbeanoffenceunderCASLwhenitisinforcetosendanemailtoaprospectiveclientaskingforhisorherpermissiontosendthemmarketingmaterials,anairlineisembarkingnowona‘referafriend’program.Othercompaniesarebuyingmoreprospectlists in 2013 to try and increase their current customer basebeforeCASLisinforce.

• Ahotelcompanyisreviewingitspartnershipagreements(e.g.,contracts)withitsthirdpartiestoensureitcancontinuetoexchangeguestinformationincompliancewithCASLandcontinuetoparticipateinjointmarketinginitiativesthroughemailand social media.

• Atraveltouroperatorisconductingacomprehensivereviewofitsunsubscribelanguageforcustomerswhoreceive e-newsletters to ensure they can easily opt out ofreceivingthesenewslettersthroughtheirmobiledevices if they choose.

“ManyTHLcompaniesuseemailand

otherdigitalchannelstocommunicate

with customers. But no one wants a

$10millionfineundertheActortobe

seenasaspammer.Takingtimeto

understandCASL’sbasicrequirements

nowisworththeeffort.Additionally,

someTHLclientshavetoldusthattheir

CASLcomplianceeffortshavehad

unexpectedbenefits,suchasbeingableto

clean up customer and prospect lists, or

receivingfundingforCRMsystem

enhancements,oracceleratingthe

implementationofadigitalmarketing

campaigntotestdrivecustomer

sentiment around certain products before

CASLisinforce.”

Miyo Yamashita,

Partner,EnterpriseRiskServicesand

ConsumerBusinessTorontoLeader

Navigate | Summer 201330

Destination profile

Iceland

Navigate | Summer 2013 31

Overview: Iceland

• AbankingcollapsefollowedbyavolcaniceruptionbroughttheireofmainlandersonbothsidesoftheAtlantic;however,theresourcefulIcelandicpeoplehaveturned a series of bad news stories into raised awarenessofIcelandasauniqueandpristinetraveldestination.

• ThoselookingformoreinformationabouttheNordicislandwouldlikelystumbleacrossacharmingsocialmediacampaignandstunninglybeautifullandscapes.

• In2000,theannualnumberofvisitorsexceededthetotalresidentpopulationforthefirsttime.Sincethen,tourismhasgrownbyabout7%onaverageeachyear.

• Inthelasttenyears,visitsandforeigntourismconsumptionhavejumped142%spurringthedevelopment of a sophisticated tourism industry.

• WiththehelpofIcelandair(whorecentlyrecordeda2012profitincreaseof22%)theKeflavikairportwelcomed 647,000 visitors in 2012, up 20% from 2011.

Iceland facts• Population:321,857(Feb2013estimate)

• Capital:Reykjavik(theGreaterReykjavíkAreainthesouth-westaccountsforalmosttwo-thirdsofthecountry’spopulation)

• Governance:Theworld’soldestparliamentarydemocracy(establishedby theVikings)

• Island’sclimateissurprisinglytemperategivenitsnorthernlatitude

- Averagesummertemperatures:10˚Cto13˚C(riseashighas20˚Cto25˚C)

- Averagewintertemperaturesrangefrom0˚Cinthelowlandsto-10˚C inthehighlands

Performance highlights• 2012Arrivalsbyairandsea:672,000(+18.8%YOY)

• OvernightstaysforQ12013areup25.7%,comparedtoQ12012

• Ranked9thinEuropeand16thoverallintheTravel&TourismCompetitivenessIndexconductedbytheWorldEconomicForumin2013

• Ranked1stforattitude of population toward foreign visitorsand5thforquality of the natural environmentintheTravel&TourismCompetitivenessIndexconductedbytheWorldEconomicForumin2013

• Offers9,863roomsin343hotelsandguesthouses;Increaseditshotelsupplyby5.2%andoccupancyrateby4.5%in2011

• 2012winnerofBestinTravelReadersChoiceAwardforcountryandcapitalcity

Sources:WorldEconomicForum–TravelandTourismCompetitiveIndex;StatisticsIceland;IcelandicTouristBoard; KeflavikAirportStatistics(http://www.kefairport.is/English/Shortcuts/Statistics/Passengers-Statistics/2012/)

0

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0

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200

300

400

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20112010200920082007200620052004200320022001

Foreign tourism expenditures (ISK) Arrivals

Navigate | Summer 201332

Marketing

• Followingthe2010volcaniceruption,thetourismmarketingcampaignInspiredbyIcelandwonthe2011goldattheEuropeanEffiemarketingcommunicationsawardsfordeliveringthebestresultsfromsocialmedia.

• Thecampaign,knownforitshighparticipationratesfrombothIcelandicpeopleandforeigners,continuestothis day and recently completed an initiative in 2012 callingonpeopletorenameIcelandtobetterrepresentwhat it meant to them.

• Inthreeweeks,morethan10,000peoplerespondedwithsuggestionsthatincludedLavaland,Puffinland,WonderlandandthePromisedLandwithselected‘shortlistwinners’earningtripstovisitIceland.

May – December 2010 campaign impact

73,000 £127.4m 627%

Additionaltourists £2m Return on marketinvestment

Atacostof£2m,thecampaigngeneratedincrementaleconomicbenefitstotheIcelandiceconomyof£127.4mandincreasedvisitornumbers27%againstforecasts.

Culinary/entertainment tourismKnownforitswelcomingpeopleandauthentic communityfeel,severalinnovativemarketingcampaignshaveemergedtobringgreaterattentiontoIceland’sculinaryheritageandartsandmusicscene.

MostrecentlyThe Largest Supper Club in the World was promotedaspartofReykjavik’sFood&FunFestivalwhichjoinsanumberofentertainingcampaignsincludingarovingmobilerestaurantthathosteddinnerpartiesatdramatic sites around the country, and an open-house experienceinwhichthecountry’spresidentencouragedlocalstoopenuptheirhomesandgivetouristsanauthentic Icelandic meal and welcome.

Proportion of visits by season

Marketing winterWithwintercomesshorterdarkerdays,buttheIcelandicTourismBoardisseekingtoglamourizetheshorterdaysasan excuse to relax in the healthy thermal baths and explore the many cultural aspects of Iceland that are often overlookedduringthesummerseason.

Business travelTohelpsmooththedistributionoftravellersthroughouttheyear,corporatetravelisalsobeingtargetedby‘MeetinReykjavik’,theofficialconventionbureauforthe capitalregion.

ThesloganMeet in the middle has been adopted to draw attention to the fact that Iceland is conveniently located forcross-Atlanticmeetings,withfivehourflightsfromeasternNorthAmericancitiesandthreehoursfromCentralEurope.

Sources:EuropeanEffieAwards

http://pursuitist.com/iceland-hosts-the-worlds-largest-supper-club/

http://www.icenews.is/2011/04/06/short-winter-days-could-become-an-iceland-marketing-tool/

http://www.cnn.com/2012/12/21/travel/iceland-business

Winter

Spring

Summer

Autumn13%

49%

17% 21%

Navigate | Summer 2013 33

Tourismmarketingsuccess

Iceland’s presence across several social media platformsisthecharmingvoiceofayoungislandinthemiddleoftheNorthAtlanticwhosimplywantstobeagoodfriend.Theproject,createdbysocialmediaagencyTakkTakkonbehalfoftheIcelandicTouristBoard,putsagreatdealofeffortintocraftingeachresponsetomaintaintheuniquevoiceanddevelop a connection with every conversation

Theprojectrecognizesthateachsocialmediatoolhasitsownstrengthsandweaknesses.Forexample,Facebookhasbeenagreatwaytofindpeoplealready interested in Iceland while Tumblr has been a powerfulwaytoconnectwithyoungpeoplewhomay not be as familiar with Iceland but are more comfortableexpressingthemselvesontheinternet.

TheTourismBoardrecognizestheimportanceofgooddigitalcontentbutproductionispurposelylow-fiandspecificallydesignedtonotfeelliketypicaltouristadvertising.Often,theTourismBoardisjustassuccessfulincuratingexcellentcontentfromothervisitors,savingtheorganizationthecostofproducingexpensive promotional videos.

Iceland wants to be your friend!

Source:TakkTakk

Navigate | Summer 201334

Access

Annual passenger total through Keflavik International Airport

Airline passengers by country of origin

• Duetoitslowpopulationdensity,IcelandisrankedhighlybytheWorldEconomicForumforitstourisminfrastructure,withhighrankingsinairportdensity,presenceofmajorcarrentalcompaniesandhotelrooms per capita.

• Iceland’smaininternationalcarriersIcelandairandWowAiroperateoutofKeflavikInternationalAirport(about50kmsouthwestofReykjavík)whileSAS,Norwegian,EasyjetandPrimeraAiralsoofferscheduledflightsyear-round.MoreflightsareofferedduringthesummermonthsbyLufthansa,GermanWings,andDeltaAirlinesamongothers.

• Icelandairannounceda15%increaseinflightsfor2012includingnewdestinationsintheoutdoors-lovingmarketsofAnchorageandDenver.

• WowAir,afteracquiringIcelandExpress,offersdiscount fares from Europe but plans to expand into the U.S.in2014.

• TheReykjavíkDomesticAirportcannotsupportthesamenumberoflargeaircraftasKeflavikbutisthehubforflyingwithinIcelandtomanyofthemaintownsaswellastoGreenlandandtheFaroeIslands.

• Roadsinthesouth-westarewell-maintained,howevermany of the mountain roads and interior of Iceland are impassableinthewinterandrequire4-wheeldrive.Busservicecanbeinconvenientandlengthytoreachdestinations around the country.

• Inasummer2011internetsurveybytheIcelandicTourist Board, 46% of international visitors rented a car totravel,37%tookregularbusroutesand36%tookorganisedtourroutes.

• Bysea,thereisaferrywhichoperatesbetweenDenmarkandeasternSeyðisfjörður.It’spopularityhasfallen19%to12,505visitorsin2011(from15,356in2007).

• CruiseshippassengerstoIcelandhaveincreasedfrom27,000passengersin2000toapproximately66,000in2011,growingapproximately9.3%peryear.95%ofvesselsthatvisitIcelandberthinReykjavik.

Sources:http://www.cnn.com/2012/12/14/travel/iceland-tourism-grimsson– CNNstoryquoted

http://www.businesswire.com/news/home/20121017006019/en/Record-Traffic-Continues-Iceland-Tourism

http://www.icelandreview.com/icelandreview/daily_news/Iceland%E2%80%99s_Wow_Air_Sets_Its_Sights_on_US_Market_0_398600.news.aspx

KeflavikAirportStatistics http://www.kefairport.is/English/Shortcuts/Statistics/Passengers-Statistics/2012/

Icelandic Tourist Board

0

2,000

4,000

20122011201020092008200720062005

Pass

eng

ers

(00

0s)

1,8162,019

Annual passenger traffic

2,1821,991

1,6581,791

2,112

2,380

Other countries

Canada

Sweden

France

Denmark

Norway

Germany

U.K.

U.S.

Iceland

36%21%

2%

9%9%

6%5%

4%

4%

4%

Navigate | Summer 2013 35

Product

• Inanefforttomaintainconsistentlyhighserviceandenvironmentalstandards,theVAKINNqualityassuranceorganizationwasintroducedbytheIcelandicTouristBoard in 2012 as a service for the tourism industry. Only tourismoperatorsmeetingtheVAKINN´ScomprehensiveassessmentcriteriawillearntherighttocarryIceland’sofficialqualitylabel.Anaccommodationratingsystemalreadyinplacewillbereplacedbythenew system in 2013.

• Iceland’soffthebeatenpathcredentialscontinuetobeamajordrawforhikersandoutdoorenthusiasts,whilealsoattractinginternationaltouristswithnicheofferingssuchashorsebackridingtours,helicopterandheli-skiingtours,andbicycleandmotorbiketours.

• NatureandsceneryisconsideredIceland’stopstrengthby international travellers, but many arts and music festivalsincludingDesignMarch,ReykjavikFashionFestival,ReykjavikArtFestival,LÓKALtheatrefestival,aswellasinternationalfilmandliteraryfestivalsareattractingmoreculturaltravellers.

• Icelandhasbeenconsideredgoodvalueformoneysince its currency devaluation, but as the country’s economy recovers the tourism product becomes less affordable.From2011to2013,Icelanddropped40placesontheWEF’sTravelandTourismCompetitivenessReporttoa121strankingforpricecompetitiveness.

• VisitorsgenerallypaidISK90,055(USD$774)fortheirairfare/cruiseshipticket.Thoseonpackagetourscommonlypaid$2,134forthetrip.Packagesoftenincludedaccommodation(90.7%),flight/cruiseshiptickets(67.5%),sightseeingtours(57.2%),andarentalcar(26.4%).

Included in package tour (%)

What are Iceland’s strengths in the tourism industry?

0%

20%

40%

60%

80%

100%

Accommodation Flight/Cruise tickets

Sightseeingtours

Rental car

0% 10% 20% 30% 40% 50% 60% 70% 80%

English/other languageswidely spoken

Unique/exotic/exclusive

Accessibility andinfrastructure

Signage and information

Service quality

Culture and history

Activities

People and hospitality

Nature and scenery 72%

31%

12%

11%

9%

9%

9%

8%

7%

36 Navigate|Summer2013

MethodologyDeloitte’s Travel, Hospitality & Leisure team and the

Tourism Industry Association of Canada (TIAC) research

and identify key travel trends across the Canadian and

global marketplaces.

In March 2013, we conducted an online survey, which

polled 1,155 Canadians aged 18 to 65+, to gauge their

insights on future travel trends.

Navigate | Summer 2013 37

The survey panel (travellers)

Gender

Male 48%

Female 52%

Age

18 – 24 6%

25 – 34 22%

35 – 44 10%

45 – 54 29%

55 – 64 22%

65+ 11%

Geography

Western Canada 26%

Ontario 33%

Quebec 21%

Atlantic Canada 6%

Household income

Under $50,000 22%

$50,000 – $99,999 35%

$100,000 – $149,999 20%

$150,000 – $199,999 4%

$200,000+ 2%

Undisclosed 17%

Total respondents 1,155

13-3385

Deloitte,oneofCanada’sleadingprofessionalservicesfirms,providesaudit,tax,consulting,andfinancialadvisoryservices.DeloitteLLP,anOntariolimitedliabilitypartnership,istheCanadianmemberfirmofDeloitteToucheTohmatsuLimited.DeloitteoperatesinQuebecasDeloittes.e.n.c.r.l.,aQuebeclimited liability partnership.

DeloittereferstooneormoreofDeloitteToucheTohmatsuLimited,aUKprivatecompanylimitedbyguarantee,anditsnetworkofmemberfirms,eachofwhichisalegallyseparateandindependententity.Pleaseseewww.deloitte.com/aboutforadetaileddescriptionofthelegalstructureofDeloitteToucheTohmatsuLimitedanditsmemberfirms.

DeloitteistheleadingprofessionalservicesfirmprovidingsolutionstotheTravel,Hospitality&Leisureindustry.

TheTourismIndustryAssociationofCanada(TIAC)isthenationalprivate-sectoradvocateforCanada’s$66.9billiontourismsector.ItperformsauniqueandpivotalroleinensuringtheCanadianbusinessandpolicyenvironmentworksfortourismbycommunicatingitsimportancetoCanadians,advocatingpositivemeasures,andlobbyinggovernmentforaction.

Ipsosisaglobalsurvey-basedmarketresearchcompanythatprovides a fresh perspective on issues and trends of the day. Ownedandmanagedbyresearchprofessionals,Ipsosconducts10millioninterviewsayear,toservemorethan5,000clientsinmore than 100 countries.

Foundedin1975,Ipsosisamongthelargestsurvey-basedresearchfirmsintheworld,withmorethan8,000employeesin60-pluscountriesworld-wide.InNorthAmerica,ithasmorethan 1,700 research professionals and support staff located in 26offices.

©Deloitte&ToucheLLPandaffiliatedentities.