Travel Tracks: *Not So Much - Part 2* ~ by Dave Heron

Is Mexico on your travel radar?


Until Global Warming impacts Thunder Bay on a predictable long term basis, Mexico will continue to lure snowbirds in record numbers.
There are however signs of reluctance in some, to return to the decades old sunspot over fears raised concerning personal safety.
And although budget seekers will continue to flock to Mexico's hotspots, a number of folks who are prepared to spend the higher dollar amount in exchange for their getaway, are beginning to look elsewhere.
Which potentially leaves Mexican hoteliers with the distinction of being the destination of choice for the $599 package holiday crowd – but not much else.
And as a hotelier who's spent half a billion or so on a new state of the art facility, $599 is not going to pay the bills.
A combination of bad press coupled with the perception of lackadaisical investigative work by Mexican law enforcement in a number of recent incidents involving tourists, has more than a few potential visitors spooked.
And the recent event in Mazatlan that saw officials whose previous track record rivaled the Toronto Maple Leafs for post season success, suddenly investigate, arrest and solve the alleged crime in less time than it takes to set up a speed trap on the Deerfoot – let's just say there's some degree of skepticism out there in the minds of the general public.
While tourism officials are, I suspect, hopeful that speedy closure will restore the faith, a bull's eye from the gang that previously couldn't shoot straight is not necessarily going down well with everyone.
In the early ‘90's, a fast food chain known as Jack in the Box suffered a near fatal collapse after an incident of e-coli contamination in the supply chain was deemed responsible for 4 deaths.
In the 3 or so years that followed, a massive effort directed toward solving the problem by identifying a root cause was undertaken.
Experts in the area of safety in food handling were brought on board and the number one priority was to produce a safe product.
Coupled with these efforts, an unprecedented public relations campaign directed at keeping folks updated as to what they were doing to make things safer was undertaken.
It took what I'm sure seemed like forever to those behind the scenes to turn the company around, but the effort paid off when in 2004 the company won the coveted Black Pearl Award for innovations in food quality and safety.
It's time for tourism officials and hoteliers in Mexico to borrow a chapter or two from Jack's survival guide.
That areas in Mexico have safety issues is a given.
As does Canada, the United States, Germany, Australia – this list goes on infinitum.
And while it's unlikely that any effort will succeed in making Ciudad Juarez across from El Paso a sought after resort area, there are people far wiser than I who are more than capable of effecting a turnaround in the brand name resort areas.
Start with identifying the weak points in existing hotel security in the all you can drink 24/7 resorts that seemingly allow less than stellar behavior to go unchecked.
And because as hoteliers you possibly can't see the trees for the forest – go to outside sources for guidance in identifying the areas of weakness.
In collaboration with tour operators that feed into your product and federal tourism officials who suggest that safety's important to them as well, properly fund the recommended fix.
Whether it be additional surveillance monitoring, on-site personnel – and no we're not talking about $4 an hour casual labour hires or curtailing the urge to “fire sale” unused rooms out the door to anyone and everyone for $29 a night – improve the quality of the product.
And do this in conjunction with recognized accredited firms that specialize in safety, security and corporate image turnarounds.
Create an industry standard that exudes public confidence – the resort equivalent if you will of an ISO 25,000.
Call it STAYSAFE if you will, or anything else that solidly portrays and backs your commitment to safety standards to your valued guests.
And don't be afraid of getting your rate structure out of the cellar to reflect the difference between a STAYSAFE experience and the Casa el Dumpo down the street who chose to opt out of the program.
No one lying in a hospital bed after an incident has ever gone on record as saying “No problem – I take solace in having scooped the bargain of the week at $599.”
When hotels let their rooms go for the equivalent of three or four bucks an hour including all you can ingest, the type of guest that permeates the facility is often questionable.
And that's not what, in the long term, is going to return equity to the resort's shareholders.
Neither will it culminate in the return of guests who are looking to spend a reasonable dollar in exchange for a positive experience.
And there's no time like the present.
The forecast for Thunder Bay this morning is a balmy 3 degrees and climbing.

Adios until next time
Dave Heron

Dave Heron is the owner and operator of: Pace Setter Travel & Tours (1995) Inc; P.O. Box 612, 70 McRae Street, Okotoks.
Tel: 403.938.5454
Toll Free: 1.800.206.7223.
Fax: 403.938.5568
Email: pacesetter@nucleus.com