1. QUALITATIVE DATA COLLECTION TO IDENTIFY THE LEVEL OF INTEREST OF TOURISM OPERATORS IN IMPLEMENTING INITIATIVES TO DEVELOP AND FACILITATE SOCIAL TOURISM January 2012 URTS project “A social tourism network” ‘Facilitating trans-national low season exchanges in Europe through the development of social tourism’ ENT/TOU/10/711B

2. Research Method & Objectives Research Method: Fifty two in-depth face-to-face interviews were carried out with tourism-related service providers based in Malta as follows: 13travel agents/tourism operators 11hoteliers 9cultural and leisure suppliers 9transportation providers (air, sea, and land) 8food and beverage providers 2health service providers (mobility aid provider, private hospital) Specific Areas of Investigation: Current involvement in social tourism Level of interest / readiness to cater for social tourists Level of interest in adopting initiatives to cater for social tourists Feasibility in developing social tourism from the suppliers’ perspective

3. How involved are suppliers with the identified target groups? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents HIGH TO MEDIUM -clients from various source markets LOW -lack of accessible facilities in general -limited demand LOW -school and work commitments -low propensity to travel MEDIUM -mainly in summer -limited travel experience -financial constraints HotelsHIGH -important share of total demand -repeat clients -geographically diversified client mix -provide appropriate facilities and entertainment LOW -lack of accessible facilities MEDIUM TO LOW -advantageous rates in winter months MEDIUM -mainly summer business -low involvement by some due to past problems relating to unacceptable behaviour Food & beverage providers HIGH -repeat business -easygoing clients LOW -small share of total business -regular clients for some MEDIUM -regular customers -look for reasonable prices LOW -mainly in summer -youth are on a tight budget Cultural & leisure suppliers HIGH -regular customers -increasing demand -attraction appealing to seniors MEDIUM -some sites cater well for special needs -other sites not fully/ accessible MEDIUM TO HIGH -attraction appealing to families -limited demand in winter -some attractions already offer special family rates MEDIUM -high demand in summer (TEFL students in particular), limited demand in winter -some attractions already organise activities for Maltese disadvantaged youth Transport providers HIGH -significant share of total clients HIGH -transport accessible for all (public, taxi, ferry) HIGH -significant share of total clients HIGH -significant share of total clients Health service providers HIGH -main business MEDIUM TO HIGH -significant share of business MEDIUM -small share of business MEDIUM TO LOW -small share of business

4. How important are the identified target groups to suppliers? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents HIGH -all year demand -longer stay LOW -small share of total business MEDIUM -easy to handle clients -very price sensitive -seasonal demand due to school commitments MEDIUM -mainly in summer -small share of total business -financial constraints Hotels HIGH -high share of total business, winter in particular -Significant demand throughout the year -improved diversification of source markets -repeat business LOW -limited accessibility and therefore not a main target group MEDIUM TO LOW -demand concentrated in holiday periods -limited demand due to financial limitations MEDIUM TO LOW -high demand mostly in summer, students in particular -some do not actively seek this business due to past problems Food & beverage providers HIGH -repeat business -generate demand in winter time MEDIUM -small share of total business -element of repeat business HIGH TO MEDIUM -wide price range caters for price sensitive clients MEDIUM TO LOW -cater more for the working youth Cultural & leisure suppliers HIGH -High demand throughout the year -improved diversification of source markets following the introduction of low cost airlines LOW -represent small share of total clients but for some attractions demand is regular MEDIUM -demand is higher in summer and low in winter MEDIUM TO LOW -demand is higher in summer and low in winter Transport providers HIGH -significant share of business throughout the year HIGH -accessible transport services -regular client base HIGH -affordable rates HIGH -mainly students -affordable rates Health service providers HIGH -all year demand MEDIUM -seasonal demand MEDIUM -seasonal demand MEDIUM -seasonal demand

5. In the next three to five years, do suppliers expect these target groups to increase in importance? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents YES -growing and increasingly geographically diversified segment -ideal segment for winter NO -not a main target NO -financial constraints & adverse economic climate -school commitments NO -financial restrictions & unemployment HotelsYES -ageing population -potential to generate demand when business is slow -direct/online bookings NO -Malta lacks accessible facilities in general -limited accessible hotel rooms NO -financial restrictions -holidays not a priority for low income families NO -financial restrictions -not able to travel unless assisted Food & beverage providers YES -ageing population -repeat business -good diversified mix of clients by country of origin NO -limited potential due to accessibility issues in general NO -financial constraints NO -not a main source of revenue Cultural & leisure suppliers YES -ageing population -potential to generate demand when business is slow NO -market is too small -limited potential to increase demand due to lack of accessibility YES -expect increase in demand once economic situation improves YES -potential to develop activities for youth combining education, fun and friendship -potential to help disadvantaged youths through social integration and learning -budget limitations may limit potential Transport providers YES -ageing population YES -accessible services YES -affordable rates YES -growing segment Health service providers YES -efficient, professional services YES -repeat clients NO -financial constraints NO

6. Are suppliers familiar with the needs of these target groups ? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents VERY FAMILIAR -cater for dietary requirements -ensure comfort & value FAMILIAR -most consider it costly to cater for their needs as support is required at all times FAMILIAR -price sensitive -easy to cater for FAMILIAR -need of monitoring to ensure acceptable behaviour -low budget -tailor made activities Hotels VERY FAMILIAR -already cater for seniors -organise appropriate entertainment -facilitate socialising as seniors prefer to stay at the hotel in the evening FAMILIAR -some cater for the needs of people with disability FAMILIAR -some offer facilities for kids, and discounted prices -larger hotel rooms and centrally located hotels FAMILIAR -need of monitoring to ensure acceptable behaviour -discounted prices Food & beverage providers VERY FAMILIAR -cater for dietary requirements -provide human resource support -frequent clients FAMILIAR -most offer/improving accessible facilities -provide human resource support FAMILIAR -child friendly environment -reasonable prices/value meals NOT SO FAMILIAR -difficult to identify disadvantaged youth Cultural & leisure suppliers VERY FAMILIAR -cater for their needs (specific equipment, accessible facilities) -provide human resource support -organise appealing activities VERY FAMILIAR -cater for their needs (specific equipment,) -easily accessible or improving accessibility -provide human resource support VERY FAMILIAR -cater for their needs (play area, dietary requirements) -some offer discounts -organise appealing activities VERY FAMILIAR -need of monitoring to ensure acceptable behaviour -organise informative and fun activities Transport providers VERY FAMILIAR -hr support -comfortable/safe modes of transportation VERY FAMILIAR -accessible services -hr support VERY FAMILIAR -advantageous rates -hr support VERY FAMILIAR -hr support -need of monitoring to ensure acceptable behaviour Health service providers VERY FAMILIAR -provision of mobility aid equipment -adequate hospital services VERY FAMILIAR -provision of mobility aid equipment -accessible hospital services FAMILIAR -private hospital services offered to travel/health insurance holders FAMILIAR -not a main client

7. Are suppliers well equipped to cater for these target groups? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents HIGH -dietary needs -human resource support MEDIUM -human resource support -work with suppliers that cater for special needs MEDIUM -human resource support & information -basic facilities HIGH -fun events -supervision HotelsHIGH -comfortable facilities -ample room for socialising -human resources support -appropriate entertainment -dietary needs LOW TO MEDIUM -some offer a limited number of accessible rooms (on average two rooms within a hotel) -a significant share have limited or no accessibility HIGH -package deals for families -child/family oriented facilities -favourable rates -cater for dietary needs HIGH -basic hotel facilities -information provision Food & beverage providers HIGH -appropriate/varied food -comfort and accessibility -human resource support HIGH -premises easily accessible or being upgraded -dietary requirements HIGH -variety of food at reasonable prices -family friendly facilities HIGH -variety of food Cultural & leisure suppliers HIGH -accessible facilities -audio equipment accessible for all -areas for comfort/relaxation -human resource support MEDIUM TO HIGH -some sites cater well for special needs -other sites not fully/ accessible -human resource support HIGH -educational/interactive activities -human resource support -discounted prices HIGH -educational and fun activities -discounted prices Transport providers HIGH -well equipped facilities -human resource support HIGH -well equipped facilities -human resource support HIGH -well equipped facilities -human resource support HIGH -well equipped facilities -human resource support Health service providers HIGH -mobility aids -hospital services HIGH -accessible hospital services MEDIUM

8. What business opportunities do suppliers associate with these target groups? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents -winter potential -ageing population -cruise trips -sustain winter business-fun theme holidays-fun/active/educational trips Hotels-repeat business and recommendation to friends/relatives -tour operator and direct business -increasing demand from various source markets -limited opportunities for some due to lack of accessibility -recommendation to friends/relatives by previous clients -winter short breaks -favourable rates -increase occupancy rates of three star hotels -educational trips (including language) and personal development experiences -favourable rates for winter and longer stays Food & beverage providers -regular clients -growing segment due to ageing population -ideal for winter -seen as a potential for some -menu deals for larger groups-increasing interest in travel Cultural & leisure suppliers -important to sustain business -ideal to boost business in the winter months -limited opportunities for some due to accessibility limitations -those well equipped willing to nurture this segment -potential to boost business in winter -discounted prices to attract business -potential to boost quiet winter months Transport providers -growing segment -winter potential -accessible services-reasonable fares Health service providers -health tourism

9. What business constraints do suppliers associate with these target groups? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents -unstable economic situation -budget constraints -highly competitive environment -lack of resources -limited accessibility in general -limited accessible hotel rooms -budget constraints-behavioural issues and therefore require supervision -budget constraints Hotels-decline in air capacity in winter -price sensitive segment -limited number of accessible hotel rooms/facilities -Malta lacks accessible facilities in general -financial constraints -school and work commitments -behavioural issues and therefore require supervision -financial constraints/limited spending power Food & beverage providers -decline of current repeat business -limited accessibility in general in Malta -low budget/price sensitive-limited spending power Cultural & leisure suppliers -Financial constraints-Limited accessibility for some attractions -financial constraints -school and work commitments -financial constraints -behavioural issues -limited interest in cultural activities Transport providers -increasing fuel costs -economic situation -increasing fuel costs -economic situation -limited accessibility in general in Malta -increasing fuel costs -economic situation -financial constraints -increasing fuel costs -economic situation -financial constraints Health service providers -economic climate-budget constraints -limited accessibility in general in Malta -budget constraints

10. Suppliers views on level of future involvement in these target groups? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents HIGHLOWMEDIUM HotelsHIGHLOWMEDIUMMEDIUM TO LOW Food & beverage providers HIGHMEDIUM Cultural & leisure suppliers HIGHMEDIUM TO LOWHIGHMEDIUM TO HIGH Transport providers HIGH MEDIUMHIGH Health service providers HIGHMEDIUMMEDIUM TO LOW

11. Would suppliers be willing to work with these target groups? SeniorsPeople with disabilityLow income familiesDisadvantaged youth Tourism operators/ handling agents -most tour operators would be willing to join an international network to facilitate holiday exchanges Hotels-most suppliers already offer advantageous rates/package deals from November to April in particular (excluding peak times) Food & beverage providers -discounts are more favourably considered in cases of large groups Cultural & leisure suppliers -most suppliers already offer advantageous rates from November to April in particular (excluding peak times) Transport providers -discounts are more favourable considered in cases of large groups -some suppliers already offer advantageous rates -discounts are more favourable considered in cases of large groups -some suppliers already offer advantageous rates -discounts are more favourable considered in cases of large groups -some suppliers already offer advantageous rates -discounts are more favourable considered in cases of large groups -some suppliers already offer advantageous rates Health service providers -discounts are more favourable considered in cases of large groups

12. Concluding remarks Seniors –Compared to the other target groups, the senior market represents the most important segment for the local trade. –Suppliers are familiar with and provide for the needs of seniors. –Within social tourism, seniors represent the highest growth potential for the off-peak months due to ageing population trends and increasingly geographically diversified client mix. People with disability –Currently this segment represents a small share of total business. –Not all service providers are adequately equipped to cater for this target group. Accessibility in hotel accommodation is limited (few accessible rooms) whilst transport, cultural/leisure suppliers and health service providers are better equipped to meet the needs of this segment. This situation limits the growth potential of this segment.

13. Concluding remarks Low income families –Current demand is mainly concentrated in the summer months. –Suppliers consider themselves as well equipped to cater for family- oriented trips and offer advantageous rates. –Financial constraints, work and school commitments are considered as main limiting factors for travel potential during the off-peak months. –Short breaks and fun theme holidays are seen as a potential to boost winter business. Disadvantaged youth –Current demand is mainly concentrated in the summer months and student-oriented. –Suppliers consider themselves as well equipped to provide for this target group and offer reasonable prices. –Financial constraints and unemployment are considered as main limiting factors for travel potential during the off-peak months. –Supervision is considered to be a requisite to ensure acceptable behaviour and avoid conflicts with other clients. –Educational/fun trips are seen as a potential to boost winter business.

14. Concluding remarks Most suppliers have experience with the senior market whilst involvement with the other three identified groups varies from medium to low. Furthermore only the senior market is considered to offer significant business potential for the future. This calls for the need to raise awareness amongst tourism suppliers in Malta on the specific needs and potential of the target groups within social tourism. This in turn would encourage investment in the provision of the required facilities and in human resource development. Most operators expressed willingness to join networks that would serve to facilitate holiday exchanges for all identified target groups. Most suppliers already give advantageous rates/special offers to the identified groups. In general the provision of discounts is more favourably considered in cases of relatively large groups.