Tourism’s future: interview with tourism expert Prof. Karl Born

Prof. Karl Born (born 1943) is the editor of BBB Borns Bissige Bemerkungen (catty observances), a monthly column with witty perspectives on the tourist industry. Since 2000, he’s been a Professor of Tourism Management at the Hochschule Harz after a colourful career including a spell as a board member at TUI. In March 2009, he received the VDRJ prize of recognition from German travel journalists for his excellent contribution to the tourist industry.

Escapio managed to track down the knowledgeable Prof. Born and grill him on his visions for the future of tourism…

1) What do you make of the German tourist industry’s current situation? Who will ride out the crisis, who will go under?

The current crisis will be a dent in the development of the tourist industry – but I don’t think its that critical. Tourism is more accustomed to suffering crises than most other industries. Although hotel bookings for this summer season have seen a notable downturn, it doesn’t mean customers are any less prepared to take holidays – unlike in the aftermath of September 11th. Those who wont survive the crisis are those whose situation was instable beforehand anyway, but generally I don’t envisage any serious problems.

2) Your latest presentation discusses space tourism amongst other issues. Do travellers yearn for ever more exotic destinations?

The desire for increasingly exotic destinations has actually subsided, along with the need to get one over on your neighbour. But seriously, if we’re talking about real space travel (ie a weeks’ holiday up in space) rather than these media spun sub orbital flights, for the majority of the population’s holiday budgets this is this is way beyond even consideration.

3) So does this mean short haul is the future?

No. Future trends are just too unpredictable. There has definitely been a downturn in what was an increasing trend for second and third holidays in Europe, but there is an ocean of great special offers out there for last minute main holidays.

4) Certain luxury hotel in Berlin have recently shed classification stars. Do you still believe in the hotel star classification system, or how should today’s hotel guests orientate themselves?

Any guest claiming they’ve stayed “in a five star hotel, but the service and food was four star at the most” has utterly misled understandings of the classification system. The main issue is price, although on the other hand many hotels are desperate to gain stars in order to appeal to a more prosperous target group.

5) What are the most important factors for you when you’re on holiday?

I define holiday as the opposite of the everyday. I want to avoid stress as much as possible. Politeness, cleanliness, comfort, the lie back and enjoy concept… spaciousness and food and drink are further important factors. Details which are hard to determine from just hotel descriptions, and things which don’t have enough importance to people totally preoccupied with getting a bargain. I find it bizarre that some holidaymakers are unsatisfied when they’ve clearly gone by price rather than their necessities when decision making.

6) Do you have a personal favourite hotel?

I’ve been lucky enough to have stayed in hotels all over the world which fulfil my own personal criteria – though I have to add I’m not so fussed about the small details, rather the general feel-good factor and whether a hotel puts the effort in to make you feel at home. When picking a new hotel I focus on all these factors, consult friends (or book an Escapio hotel – editors note!) and any hotel I’ve had problems in I simply wont stay in again.