Reports

Tourism Industry Needs & Industry Engagement Assessment Final Report
Current Signage Policy
Vision 2020
HNL Governance Report
NL Business Caucus Air Access Overview
Marine Wildlife Code
Environmental Assessment of Snowmobile Use in Gros Morne National Park

A Special Place A Special People (March 2004)
(Newfoundland and Labrador Product Development Strategy)

Other Research

Taking Flight
(An Air Access Strategy for Newfoundland and Labrador)

A Driving Need
(Review of Vehicle Rental Services as part of Tourism Development in Newfoundland and Labrador)

HRM research

Marine Atlantic Amenities

Consumer Research

Atlantic Canada Tourism Partnership

Atlantic Canada Tourism Partnership (ACTP) is actively involved in the conduct of evaluative and investigative market research in international markets. ACTP recognizes the importance of being able to communicate research in a manner that can be easily read, understood and strategically applied by destination marketing organizations, tourism associations, governments and individual tourism operators.  In addition to the full research reports, research summaries in both official languages have been completed for the following seven (7) relevant research reports:

• US Consumer Research
• US Custom Segmentation Research
• New England Segmentation Research
• US Travel Trade Research
• Atlantic Canada Showcase Research
• UK Consumer Research
• UK Travel Trade Research

Training Research

Return on Training Investment (ROTI) Tool
Return on Training Investment (ROTI) Tool is designed to measure the return on investment tourism employers receive from training employees in any department or occupation within the tourism sector. It can also be used as a planning tool to forecast the return expected from training. The objective in using this tool is to identify the value of dollars invested in training related to the costs of training and the benefits achieved in increased sales, guest satisfaction, and productivity. The tool looks at six performance measures: sales, upselling, staff turnover, customer satisfaction, employee competence and cost savings. This easy-to-use, self-administered tool is now available online, and can be utilized by any business in which some form of training has taken place. In return for using this free tool, the Canadian Tourism Human Resource Council will compile user data in order to report on industry trends related to training investment. Please note that the information entered will be kept completely confidential, and any reporting will occur in aggregate to guarantee your anonymity.

Tourism Industry Needs & Industry Engagement Assessment Final Report
In 2010, HNL completed a Training Needs and Industry Engagement Study. The information gained from this training needs assessment was required for overall tourism planning and development, and to assist industry to achieve the goals of Uncommon Potential. The tight labour market necessitates that employers start treating skills and knowledge development as the most important activity they engage in.

The study was also undertaken because there are many organizations who are engaged in tourism training and professional development, and there is a need for a more coordinated approach to reduce duplication and assist targeted audiences in selecting the offerings that best meet the industry’s needs.

HNL formed a Stakeholders Professional Development Committee to guide the Assessment. The committee, comprised of key organizations that offer professional development solutions to the tourism industry, and the stakeholders are collaborating in drafting a five-year action plan for the tourism industry for Skills and Knowledge development.

Labour Market Research

Human Resource Module of the Tourism Satellite Account
Produced by Statistics Canada, the Human Resource Module of the Tourism Satellite Account (HRM) provides information on the number of tourism jobs, hours worked and employment earnings according to whether jobs are full time or part. The information is presented according to employee demographics, and is available for all tourism industries aggregated into five industry groups: transportation, accommodation, food and beverage services, recreation and entertainment, and travel services.

Tourism Labour Supply and Demand
The Tourism Labour Supply and Demand study quantifies the implications of long-term demographic and economic trends on labour supply and demand in Canada’s tourism sector, and outlines potential labour shortages over the next 20 years according to industry sector, province and occupation.

Tourism Sector Compensation & Benefits
Understanding compensation data is essential to dealing with changing demographics and labour shortages, and to inform attraction and retention strategies. Employers competing for labour within and outside of the sector require accurate compensation data to illustrate the ranges in pay and the benefits offered in many positions throughout tourism. Other benefits can be just as important to the workforce, therefore, this study offers data that organizations can use to set pay policies and assess competitiveness, while also providing vital information on human resource policies, salary administration practices and other human resource management issues. The study presents aggregate data by industry group and occupation for all of Canada and for each province. 

2010 Canadian Tourism Sector Compensation Study
The Canadian Tourism Human Resource Council (CTHRC) has released the results of the 2010 Canadian Tourism Sector Compensation Study. This biennial study gathers and analyzes data on human resource practices, compensation, and benefits in the tourism sector in Canada. The study contains valuable information on salary and wage trends, gratuity splitting practices, perquisites, benefits, attraction and retention trends, employee turnover, and minimum wage rates. Included in the study are national, provincial and territorial wage tables that show the median annual salary and/or hourly wage for 31 tourism occupations by industry group, region, and employment status.

The report found that participating tourism businesses had focused their human resource efforts on initiatives such as providing competitive wages, basing employee advancement and recognition on job performance rather than seniority, and investing in job coaching and training for employees. In fact, compared to the 2008 results, the study details a significant increase in participants reporting that they offer a training and development program to employees.

The study also noted the high voluntary turnover rate in the tourism sector (26.1%). Although this rate of turnover is partially due to the nature of the tourism workforce, which includes a high percentage of youth and seasonal workers, it is excessive when compared to the Canadian private (9.1%) and public sectors (5.7%). The increases in compensation and benefits offered by the study participants could indicate that tourism business owners and managers recognize that investment in human resources can be an effective strategy in improving attraction and retention of employees.

Understanding these trends in compensation and benefits is not only important for tourism businesses, but also for job seekers, educators, media, and those who help shape public policy in the Canadian tourism sector.  The information contained in the 2010 Canadian Tourism Sector Compensation Study is valuable for all tourism stakeholders, and is essential for the development and implementation of consistent and effective human resource strategies in the sector.

Newly released compensation information for NL Tourism Occupations!

Workplace Matters
In conjunction with Ipsos, the CTHRC has launched an online advisory panel called Workplace Matters. The panel was developed to help tourism businesses meet the needs of their customers and employees. This online panel acts as a two-way communication vehicle between the CTHRC and the owners, operators and hr personnel who work in the tourism sector. The results of these surveys are published on this webpage, and in our quarterly panelist newsletter.

Provincial Tourism HR Module
Human Resource Module of the Tourism Satellite Account – A pilot study for Newfoundland and Labrador from 1997-2009

The Human Resource Module of the Tourism Satellite Account study was a joint project among the Canadian Tourism Human Resource Council, the Department of Tourism, Culture and Recreation of Newfoundland and Labrador and Hospitality Newfoundland and Labrador.

 The paper reports on the Human Resource Module (HRM) of the Tourism Satellite Account – A pilot study for Newfoundland and Labrador developed by Statistics Canada. The pilot study provides detailed information on employment related to tourism in Newfoundland and Labrador. Information on wages and salaries, number of jobs and hours worked by occupation are included.

Interesting findings include:

• In 2009, the tourism sector in Newfoundland and Labrador accounted for 19,346 jobs or 9.4% of all jobs in Newfoundland and Labrador.
• The food and beverage services industry group was the largest employer with 10,107 jobs. The second largest employer was transportation, with 3,698 jobs, followed by accommodation, with 3,218 jobs. The recreation and entertainment industry group was responsible for 1,916 jobs while travel services provided 407 jobs.
• More than thirty percent of employee jobs in tourism (5,975 jobs) were held by teenagers or young adults. Three out of four young adults worked in food and beverage services industries and almost six out of ten worked part-time.
• Older workers, aged 45 years or more, were the second largest group of workers (5,757 
employee jobs) in tourism in the province. Eight out of ten older workers worked full-time and were employed more evenly across the different tourism industry groups than teenagers or young adults.

This study was prepared by the Research and Development Projects and Analysis Section, Income and Expenditure Accounts Division, Statistics Canada.