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CVB Chief Offers Views on Tourism for 2009

11/28/2008

Source: Kevin Tampone, Central New York Business Journal

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SALINA - One issue will dominate the hospitality industry for at least the next year and it's probably no big surprise what it is, according to the president of the Syracuse Convention and Visitors Bureau (CVB).

"It's all about the economy," David Holder, said before a crowd of several hundred people on Nov. 21 during the CVB's second annual tourism summit at the Holiday Inn on Electronics Parkway.

Even when gas prices were soaring and constraining travel everywhere, the economy was still the underlying problem, Holder said. To weather the current economic challenges, tourism professionals in Central New York need to figure out how to market the region as a place travelers want to go and need to go.

Holder didn't mince words during his talk. The numbers, he said, are grim.

Consumer confidence is at its lowest level since the 1980s. The nation's economy will likely take several years to recover fully. Business travel and leisure travel are both likely to fall.

"Don't worry," Holder joked. "The whole presentation is not doom and gloom. We're not going to have to open up the bar after this."

On top of the economy, many of the same pressures that have been affecting travel for several years are still present, he added. A chief one is time.

"We're still overworked," Holder said. "We're not taking the time to escape. That affects our business."

One consolation for the hospitality industry is that people will still travel. Even though travelers might be fewer in number, they'll still be out there, Holder said.

A possible distinct advantage for the Syracuse area in the coming months will be that it offers high quality travel options for comparatively low prices, Holder said. Given all the recent attention given to excess in corporate America, luxury has become a "dirty word."

To counter those pressures and the challenge the current economy presents, the tourism industry needs to attract customers of all types. That includes baby boomers and younger travelers.

Holder said that many baby boomers plan to travel more as they age and younger people are already globally minded and travel-inclined. It's important, he added, to keep the differing needs of those customer bases in mind.

For example, baby boomer business travelers are much more likely to enjoy an end-of-conference gala event. Younger travelers at a conference will probably be more interested in simply heading to a bar or restaurant to network informally with peers.

He also said the industry needs to appeal to "lifestyles." For example, car aficionados will always travel for an event like the Syracuse Nationals, a car show held every summer at the State Fairgrounds in Geddes.

"These passions help influence travel decisions," he said.

As for how to reach all those customers, technology is key. Holder told the audience that if they're not already familiar with terms like Facebook, MySpace, Twitter, and Digg, they should learn quickly.