Who we are
The Tourism Intelligence Network is an organization devoted to strategic information-gathering in the field of tourism. It was launched on January 30, 2004, by the Transat Chair in Tourism at the Université du Québec à Montréal (UQAM) School of Management, with the financial support of Canada Economic Development – Quebec Regions and Tourisme Québec.
Locate, gather, analyze and distribute value-added information to enhance the Quebec tourism industry’s competitiveness and help its decision-makers develop forward-looking strategies.
On the lookout for both potential opportunities and pitfalls, our team of analysts gathers strategic intelligence to help Quebec businesses find innovative ways to develop, manage and market their products and services.
Intelligence is gathered constantly and with a long-term perspective. The findings of this research are published as they are compiled, in the form of short articles posted on the Network's site as well as through its bimonthly newsletter and Facebook and Twitter accounts. Analysts consult a variety of information sources: databases, surveys, studies, reports, specialized magazines, conferences, etc. The Network also occasionally calls on the expertise of recognized experts and contributors from various fields of tourism.
In addition to producing and distributing analyses, the Network engages in other activities aimed at helping tourism businesses with their decision-making:
- Lectures and conferences
- Contributions to Transat Chair in Tourism research activities
- Mandates to gather information in specific fields
- Responses to information requests from the media and tourism stakeholders
Marc-Antoine Vachon has been a professor in the ESG UQAM Department of Marketing since 2009. His areas of interest are tourism services and destination marketing, performance indicators, inter-organizational collaboration and sales promotion. A lecturer from 2006 to 2009, he worked with Mr. Bernard Landry on courses in international management as well as various consulting mandates. Holder of a PhD in Business Administration (Marketing) from the joint PhD program (Concordia-HEC-McGill-UQAM) since 2012, he has been interested in tourism since beginning his doctoral studies. His dissertation on the antecedents of inter-organizational collaboration performance in tourism was approved by UQAM, with no changes, earning an evaluation of Highest Distinction.
Mr. Vachon has extensive teaching and research experience and has headed the Transat Chair in Tourism scientific committee since April 2015. Some examples of this experience are his many publications and contributions to scientific journals, the 2014 publication of a book on new marketing, and numerous presentations at academic conferences, both national, such as the Administrative Sciences Association of Canada (ASAC) Conference – Tourism and Sport Management Division, and international, like the Advances in Hospitality and Tourism Marketing & Management Conference.
He has won several academic awards and honours, notably at the 2011 and 2012 Jeux du Commerce, and was a Highly Commended Award Winner at the Emerald Literati Network 2009 Awards for Excellence for an article published in the International Journal of Bank Marketing.
Having earned a BA in Urban Planning from the Université de Montréal, Claudine Barry then completed a BA in Tourism and Hotel Management at UQAM in May 2001. She joined the Chair in the fall of 2001 as part of an international work-study placement.
Her research projects have looked at tourism and entertainment, bicycle touring, golf tourism and camping. In September 2007, she also began working for the Tourism Intelligence Network as an analyst, focussing on a variety of topics like urban tourism, resort and outdoor tourism, marketing and human resources.
Kate joined the Chair in 2005 to conduct the economic and financial analysis of Quebec ski areas, a study that she now produces every year. A contributor to several research mandates, she specializes in coordinating surveys taken in the nordic tourism sector.
Having earned a BA in Tourism Management, she is now completing an MA in Environment. Drawing on her professional and academic expertise, she has played an active role in a study on climate change and outdoor tourism since 2010. At the same time, she writes articles for the Tourism Intelligence Network about nature-based trends, products and accommodations, as well as sustainable management models in organizations and communities.
Chantal Neault has worked in the tourism industry for many years, primarily in the fields of strategic planning and marketing. Holder of a BA in Tourism Management and Development from UQAM with a specialization in Marketing, she began her career as a research officer for the Quebec Ministère du Tourisme, where she was in charge of strategic planning for the tourism sectors of hospitality, training and customer service. In addition, she coordinated the creation, implementation and maintenance of a marketing information system at the Ministère.
After a stint as a copywriter for the Société des casinos du Québec, she worked as a consultant for the Transat Chair in Tourism for five years, contributing to several strategic studies on various tourism-related sectors: cruises and tours, charter bus transportation, winter tourism, water sports and consultation mechanisms. She has been a part of the team at the Tourism Intelligence Network from its inception, in the spring of 2004.
As time goes by, the tourism industry is increasingly grasping the usefulness and relevance of business intelligence and with it, the expertise of the Transat Chair in Tourism’s Tourism Intelligence Network of UQAM’s École des sciences de la gestion. Among other things, it translates into a growing demand for dedicated monitoring.
Monitoring projects in progress:
Ministère du tourisme – St. Lawrence River
As part of the Ministère du Tourisme's 2012-2020 Tourism Industry Development Plan, a working group on the St. Lawrence River has put together a vision of sustainable development that includes the promotion of activities on and around the river. The Tourism Intelligence Network has been asked to gather strategic intelligence to provide decision makers with information on the latest cruise industry trends, marine mammal watching and water sports. Areas of focus are the tendencies of major industry players, prospects for growth, examples of best practices, the performance of key competitors and sustainable development initiatives.
Ministère du tourisme – Winter tourism
This monitoring project was added in 2014 and aims help and to inspire industry stakeholders on best practices outside Quebec for winter tourism. The Tourism Ministry wishes to develop this flagship product and become a leader in this sector.
Ministère du Tourisme – Nordic tourism
In the fall of 2011, the Ministère du tourisme launched its “Quebec Tourism Strategy for North of the 49th Parallel” with the idea of making the province’s far north a worldwide sustainable-tourism destination. The strategy is to rejuvenate the appeal of this territory for tourists, in cooperation with regional partners and governments. A Nordic tourism monitoring project is part of this ambitious program. More specifically, the monitoring will help to identify promising trends and innovations by such destinations as the Arctic, Northern Canada, Greenland, Iceland, Scandinavia and Alaska. Aspects include entrepreneurship, native tourism, target clients, lodgings and activities in the Nordic environment. The tourism department and its partners follow the development of northern products and markets in personalized reports.
Ministère du Tourisme – Festivals and events
To better identify the issues associated with the festivals and events sector, the Ministère du Tourisme has given the Tourism Intelligence Network at the Transat Chair in Tourism a mandate to gather intelligence specifically on this sector, which is key to the province’s strategy for promoting Quebec tourism products. This project will survey what is happening in the industry, and thus identify the main trends and various management practices in use, both here and outside Quebec. By keeping up to date on the performance and initiatives of competing destinations, along with exogenous factors affecting this industry, consumer behaviour and the stakeholders involved, Quebec will be even better positioned to develop the event tourism market.
Sépaq - Société des établissements de plein air du Québec – Tourism trends
This research partnership grew out of Sépaq’s desire to join forces with the Transat Chair in Tourism to launch a monitoring project specific to its sector of activity. The findings of this intelligence gathering, presented in the form of a monthly report, are organized under the themes of national parks, campgrounds and cottage rentals, hunting and fishing, tourist attractions and hotels as well as major trends affecting their management and sectors of activity. The information collected comes from secondary data, regular monitoring by the entire Tourism Intelligence Network team, the purchase of specific statistics and attendance at certain relevant conferences.
Transat A.T. – Competitive environment
Transat A.T. and the Tourism Intelligence Network have created a strategic-information collection and processing system targeting air carriers and the distribution network -- particularly, carriers of travelers. The weekly report summarizes the findings of the Tourism Intelligence Network’s examination of the leisure travel industry and the competitive environment in which Transat A.T. operates. The themes being studied include: the latest destination promotions, air travel products and services, strategies being adopted, financial performances, tourism trends and sustainable development initiatives.
Réseau de développement économique et d'employabilité du Canada (RDÉE Canada) and the Community Economic Development and Employability Corporation (CEDEC) – Official Language Minority Communities (OLMCs)
Canada’s national Francophone economic development and employability network, the RDÉE, and the CEDEC (Community Econonomic Development and Employability Corporation) have joined forces with the Tourism Intelligence Network (TIN) to monitor how tourism is evolving in OLMCs. The survey results are presented in 4 monthly bulletins that include information on product development, marketing, human resources, training, partnerships and funding. The TIN has also produced an in-depth report on “mobilizing and involving communities in developing their tourism products” and two analyzes, one on “tourist routes and linguistic and cultural heritage" and the other on “authenticity”.