< PreviousBULLETIN HOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 10 SAUDI ARABIA Millennium Taiba and Al Aqeeq is expecting a rise in demand post the launch of the tourist visa programme in the kingdom Saudi Arabia. According to the new rules, tourists from 49 countries will be eligible for the visa. Millennium Taiba and Al Aqeeq are expecting more visitors as the visa pro- gramme will boost the tour- ism sector in the kingdom, attract travel agencies from around the globe and influ- ence collaborations. The properties’ cluster di- rector of sales and marketing, Ibrahim Sindi commented: “We are optimistic about the new tourist visa programme. Our expectations go beyond driving more visitors and will strengthen occupancy rates, the new programme will help sustain the occupancy rates over various seasons of the year. This will give Muslim tourists an unprecedented chance to discover the beau- ty of Saudi Arabia and try our hotel services while vis- iting Madinah.” Millennium Taiba and Al Aqeeq predict rise in demand after the launch of Saudi’s tourist visa The visa programme aims to boost the tourism sector in Saudi Arabia Fast Fact: The absolute occupancy level was the highest for a third quarter in Manama since 2010, while the ADR level was the second-lowest for a Q3 since 2008. STR analysts note that August was the strongest month of the quarter when looking at absolute values: occupancy (59.3%), ADR (BHD61.33) and RevPAR (BHD36.38). 4. SAUDI ARABIA 5. BAHRAIN 1. OMAN3. KUWAIT Specialist mixed-use operator Kerten Hospitality has appointed Saudi national Mishary Alhajery to spearhead the com- pany’s plans for expansion in the Kingdom of Saudi Arabia. Alhajery brings more than 15 years’ expe- rience in roles influencing the development of residential, commercial and industrial products and has held executive roles across a variety of industries and organisations. According to this year’s InterNations Expat survey, Bahrain has been ranked as the best destination for expats to work, live, and raise a family in the Middle East and North Africa. In the survey, Bahrain finished first or second in the region across all the key metrics. It came first in the region for ease of settling in, quality of family life and cost of living. Bahrain ranked second in personal finance, working abroad and quality of life. The Chedi Muscat in Oman has completed its renovation and has opened its refurbished suites and rooms. Eight of the hotel’s Serai rooms feature private, outdoor accommodation, and are now known as Serai Terrace Rooms. “Once again, the hotel feels as contemporary as a hotel can be,” said Morton Johnston, the hotel’s general manager. IHG’s Crowne Plaza Dubai Marina is set to open by the end of 2019, officials from the property have revealed. The hotel that comprises 273 rooms and suites, also features state-of-the-art meetings, conference amenities in addition to technology driven rooms with features such as a Sleep Advantage programme. The property offers several food and beverage options with six dining concepts. Kuwait’s low-cost carrier Jazeera Airways has introduced its new premium economy class on flights to London Gatwick. Pas- sengers in premium economy can opt for additional legroom, as well as a guarantee that the middle seat will be kept free - in a 3-3, single aisle configura- tion on its A320neo aircraft. The airline will also provide dedicated check-in counters and priority boarding. REGION AROUND THE GCC Latest hotel happenings in the Gulf States 2. UAE 1 2 3 5 4 DATA SNAPSHOT STR: MIDDLE EAST AND AFRICA HOTEL PERFORMANCE FOR Q3 2019 Hotels in the Middle East reported mixed Q3 2019 performance re- sults, while hotels in Africa posted increases across the three key per- formance metrics, according to data from STR. MARKETOcc%changeADR%changeRevPAR%change Middle East 62.2%+2.4%US$131.49-6.7% US$81.80-4.5% Africa 64.0%+1.0%US$105.43+3.5%US$67.53+4.5% Manama, Bahrain 55.5%+3.8%BHD58.59+0.2%BHD32.51+4.1% Performance of key markets/cities in July 2019 (all monetary units in local currency): *Percentages are increases/decreases for July 2019 vs. July 2018 U.S. dollar constant currencyBULLETIN HOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 11 Happy D.2 Plus. Shape, colour and comfort. Current trends unified in one new bathroom series: an iconic design of harmonious rounded corners. Anthracite Matt sophisticatedly combined or expressively contrasting. Light or dark wood tones, satin matt finishes, gently sliding handle- less pull-out compartments with self-closing and interior lighting. Design by sieger design. Visit www.duravit.com for more details. BITES OF NEWS THE COMPANIES SPICING UP HOTEL FOOD & BEVERAGE ATLANTIS, THE PALM Ossiano at Atlantis, The Palm will see chef de cuisine, Gré- goire Berger join forces with chef Jean-François Piège of two Michelin-starred Le Grand Restaurant for four-hands dinners that will be held over two evenings. The nine-course culinary experience will feature a selection of canapés as well as dish- es such as Scottish scallops in a seaweed crust, blue lobster cooked in fig leaves and signature desserts from both chefs. The dining experiences will be hosted on November 7 and 8, from 6:30 pm to 10:30 pm. AL BUSTAN PALACE, A RITZ-CARLTON HOTEL Oman’s Al Bustan Palace, a Ritz-Carlton Hotel is re-opening its Turkish restaurant and lounge, Turkuaz. Chef de cuisine, Mustafa Onder and his team will prepare dishes from the re- vamped menu using local ingredients. The property’s director of F&B, Eric Meloche said: “Turkuaz restaurant was initially opened as a pop-up concept earlier this year and we experienced such resounding positive reviews that we decided to bring it back indefinitely. People around the world flock to Turkey specially to try out the gor- geous cuisine, which gets its inspiration from so many diverse cultures. We have worked hard on our menu to bring this ec- lectic spirit to Oman, and we’re sure that both Turkish food fans and newcomers to the fare will be impressed with our as- sortment of the classics, with a contemporary kick.”BULLETIN HOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 12 “Pop-ups tend to generate a lot of buzz within the dining sphere as they only operate for a limited time. It’s important to impress guests from the moment they step through the door to the moment they leave – word of mouth and pop-ups go hand-in-hand so the reputation is often determined within the first few weeks of operation.” Jumeirah Al Naseem’s Christian Goya talks about the challenges and opportunities he foresees at KAYTO Pop-up. ATM’s buyer forums to focus on Saudi, India, Russia & China As part of the networking sessions, ATM will be inviting 150 hosted buyers from these countries ATM The Arabian Travel Market has launched a new series of buyer forums and networking events focused on India, Saudi Arabia, China and Russia’s growing outbound potential. The forums were launched, as GCC travel and tourism companies and destinations look to attract a larger share from these major source markets. Following the launch of the ‘Arabia China Tourism Forum’ at ATM 2019, these forums and networking events have been designed to explore the untapped opportunities that India, Saudi Arabia, China and Russia’s expanding tourism markets present while advising travel, tourism and hospitality professionals, on how to attract and cater to these key markets. As part of the networking sessions, ATM will be inviting 150 hosted buyers from India, China, Russia and the Middle East. In addition to that, ATM will be partnering with CBN Travel & MICE once again to bring an additional 84 new buyers from China. Danielle Curtis, exhibition director ME, Arabian Travel Market (ATM), said: “Identifying the key players in the top source markets, along with current and emerging industry trends are two of the most valuable insights ATM has to offer. Therefore, the 2020 edition will continue to follow that successful model with a packed agenda.” Looking at the UAE alone, according to research from Colliers International, in partnership with ATM, the number of Indian visitors travelling to the UAE is expected to increase at a Compound Annual Growth Rate (CAGR) of 7% to 3.01 million by 2023, while arrivals from Saudi Arabia will witness an increase of 2% to 1.76 million during the same period. The data also predicts an above average annual growth rate for both Russian and Chinese arrivals to the UAE, with the number of Russian tourists expected to increase at a CAGR of 12% to 1.6 million and Chinese tourists estimated to increase at a CAGR of 8% to 1.27 million by 2023. UPCOMING EVENTS INDUSTRY CALENDAR Upcoming hospitality events November 7 to 9 - Taste of Abu Dhabi 2019, du Arena, Abu Dhabi, UAE www.tasteabudhabi.com November 11 - 14 – FOODEX Saudi, Jeddah Centre for Forums and Events Jeddah, Saudi Arabia www.foodexsaudi.com November 12 – TOPHOTELWORLDTOUR, New York City, New York, USA www.tophotelworldtour.com December 9 -11 – SIAL Middle East, ADNEC, Abu Dhabi, UAE www.sialme.com 26 December - 01 February 2020 – Dubai Shopping Festival, Dubai, UAE www.visitdubai.com/en/dsf 28-30 January 2020 – The 2020 Stakeholder Conference, Dubai, UAE www.thehospitalitynetwork.com Look up more events on HotelierMiddleEast.com “We allow our guests to experi- ence beverages and dishes created from the most common food products produced in Oman: dates, rosewater, labneh, honey, halwa, and coffee. As a purchas- ing manager, I look for the best suppliers from the neighbourhood of Mussanah, the area where our resort is located.” Millennium Resort Mussanah purchasing manager Fernando Butaslac talks the importance of sourcing local produce. “The most important thing is not to become complacent after receiving such a recognition but to strive forward and push boundar- ies even further, which I believe is also the result in me taking over the cluster communications role.” Fairmont Dubai, Fairmont Ajman and Fairmont Fujairah Beach Resort cluster public relations and communications man- ager Terje Abrams on how winning a Hotelier Award last year impacted her career. Hoteliers are passionate about the industry in which they work. Each month, Hotelier Middle East presents the sound- bites sparking discussion among the experts.HOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 MARKET UPDATE 14 IN FOR THE LONG HAUL Kuwait’s hospitality market has been under pressure for the last 12 months, but the government is committed to investing in projects to realise Kuwait Vision 2035 – and hoteliers are settling in for the long-term By Devina Div echa MARKET UPDATE Kuwait City skyline. Kuwait’s hospitality market is smaller when compared to some of its GCC neighbours, but slow and steady seems to be the mantra of the coun- try’s hoteliers. However, the last year has shown the market to be under some levels of pressure. RECENT PERFORMANCE TRI Consulting senior consultant Philippe Vercruysse revealed that RevPAR has declined by 15.3% over the 12 months until August 2019, hitting US$104.2. This decline was driven by a drop in both rate (-5.3%) and occupancy (-5.3%), which reached $208.80 and 49.9%, respectively. Vercruysse said: “The falling revenues and rising operat- ing costs, primarily driven by labour costs (+2.9 p.p.), have also led to notable decline in hotel profitability levels in Ku- Mohammed Alshaya, executive chairman of Alshaya Group (Left) and Chris Nassetta, president and CEO of Hilton (Right) at the sign- ing ceremony in London (credit: Hampton by Hilton).MARKET UPDATE HOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 15 ends and holidays had an adverse impact on the business – even though ARR is protected through the minimum rate agreement implemented by the Kuwait Hotel Owners Association.” Vercruysse said that demand segmen- tation remained stable, posting only marginal fluctuations. Hotel demand in Kuwait, he said, has traditionally been dominated by demand from the corpo- rate, government and special interest tourism. Nevertheless, the country also benefits from a vein of leisure tourism demand, primarily driven by Saudi and GCC nationals. “The Middle East – and more specifi- cally the GCC – represents the most im- portant source market for hotel guests in Kuwait with mix of business and leisure visitors coming from Saudi Arabia and Bahrain. Conversely, other source mar- kets are found to be almost exclusively business-related visitors,” he said. Saudi Arabia, Vercruysse noted, re- mains the largest source market for Ku- wait’s tourism and hospitality industry due to the close proximity of both states and the greater range of entertainment options in Kuwait compared to neigh- bouring Saudi Arabia. However, this is expected to change as Saudi Arabia’s entertainment landscape evolves – the Kingdom opened its first cinemas in 2019 and concerts were held with more to come. Vercruysse said: “The lack of leisure offerings in Kuwait and the expanding leisure offering in neighbouring coun- tries, such as Saudi Arabia, is likely to reduce the inflow of leisure visitors to The House Hotel Al Khiran Kuwait is scheduled to open in March 2020. Philippe Vercruysse. OccupancyADRRevPAR YTD until September 201951.2%KWD61.67 / $203.11KWD31.57 / $104 Percentage change (%)-7.6%-3%-10.4% Source = STR wait, where the gross operating profit on a per available room basis (GOPPAR) decreased by 20.6% from $102.70 in 2018 to $81.60 in 2019.” Swiss-Belhotel International senior vice president, operations and devel- opment for the Middle East, Laurent Voivenel said that although overall hotel occupancy levels and ARR have been under pressure in Kuwait, the market performed better than some of its neigh- bouring countries. He noted: “The re- cent cuts in public spending and drop in demand from Saudi Arabia during week-HOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 MARKET UPDATE 16 the country. Therefore, we anticipate that Kuwait’s hotel sector will become even more reliant on corporate, govern- ment, and special interest tourism in coming years.” Most of the travellers to Kuwait are related to corporate and government demand, Vercruysse said, which is un- likely to be displaced to other destina- tions, making the impact on visitation marginal. “However, if five-star hotels don’t show flexibility on rates it is plau- sible that travellers could choose to stay in some of the recently opened four-star hotels instead,” he cautioned. INFRASTRUCTURE INVESTMENT Like its neighbouring countries, Kuwait has set ambitious national targets for itself, including Kuwait Vision 2035. A number of plans are being implemented under this initiative to boost tourism that will see billions of dollars being in- vested in projects such as the expansion of Kuwait International Airport, reach- ing 25 million passenger capacity annu- ally by 2025. Tourism is certainly important for the country. According to the World Travel & Tourism Council (WTTC), the direct contribution of travel & tourism to GDP was KWD973.2m ($3,200.2m), 2.8% of total GDP in 2017 and was forecast to rise by 6.9% in 2018, and to rise by 4.8% per annum, from 2018-2028, to KWD1,668.2m ($5,485.5m), 3% of total GDP in 2028. Voivenel commented: “The govern- ment is making huge investments in enhancing tourism infrastructure as well as developing new leisure and life- style attractions. Many unique projects are under development in the country such as the five islands – Bubiyan, Warba, Failaka, Maskan and Aouha – coupled with ‘Silk City’, the largest marine project.” PIPELINE AND DEMAND Complementing the investment into infrastructure and projects is the in- crease in number of keys for Kuwait’s hotel market. The addition of 1,478 keys across 11 hotels over the next four years is expected, representing a 6.7% CAGR from 2020 from 2023. The pipeline in- cludes some major brands such as the Waldorf Astoria (200 keys), the Grand Hyatt 360 (300 keys), and the Hilton Garden Inn (400 keys). Hilton also recently signed a master development agreement with Kuwait’s KUWAIT DEMAND SEGMENTATION (VOLUME MIX) Other, 3.8% Tours & Groups, 1.7% Conference & Meetings, 15.9% Leisure, 21.5% B.A.R., 19.8% Corporate, 37.3% Marloes Knippenberg. VAT ATTACK Value added tax (VAT) has already been implemented in GCC countries like the UAE and the Kingdom of Saudi Arabia, and Kuwait is set to follow suit in April 2021. Swiss-Belhotel International senior vice president, operations and devel- opment for the Middle East, Laurent Voivenel said that the impact of VAT in Kuwait will be relatively less compared to other countries around the world where it is charged at 20%. Speaking about Swiss-Belhotel’s approach to VAT, he revealed: “Being an interna- tional chain, we have a clear system in place for the implementation of VAT and will follow the directives of the au- thorities once it comes into effect.” The key challenges involved with the introduction of VAT will revolve around compliance and accounting practices, pointed out TRI Consulting senior con- sultant Philippe Vercruysse. “Major op- erators have already been through this implementation process in neighbouring GCC countries in recent years,” he said. “In terms of the impact on hotel per- formance, the key question is whether the cost will be passed on to the con- sumer. Given the rate agreement en- forced by Kuwait Hotel Owners Associ- ation, I anticipate this will be the case.” Source: TRI ConsultingMARKET UPDATE HOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 17 Alshaya Group, to launch and develop 70 Hampton by Hilton hotels in nine countries, with the majority of these in the Middle East, North Africa, Turkey and Russia. With the first hotel expected to open in Kuwait in 2021, Alshaya Group will deliver 50 hotels in the next eight years, with another 20 in the development pipeline. The trend of select ser- vice and extended stay brands being launched in Kuwait will con- tinue, bearing in mind the country’s visitor demand. TRI’s Vercruysse said: “In addition, given Kuwait’s heavy reli- ance on corporate and government re- lated demand, it’s no surprise that the pipeline includes several extended stay properties such as Staybridge Suites and Marriott Executive Apartments. These room products are typically well suited for business travellers who appreciate the additional space and comfort.” Kuwait will also be where Swiss-Belhotel will debut the upscale Swiss-Bel- boutique brand in the Middle East with the Swiss-Belboutique Bneid Al Gar. This will be followed with the opening of Swiss- Belresidences Al Sharq in the second quarter of 2020, which is meant to serve as a base for corporate travellers as it is located in the busi- ness district near Souq Sharq. Meanwhile, mixed-use hospitality operator, Kerten Hospitality, is sched- uled to open 46-key The House Hotel Al Khiran in March 2020, and the op- erator’s CEO Marloes Knippenberg told Hotelier Middle East: “Kuwait is a market with untapped potential for the creation of lifestyle destinations for the Swiss-Belhotel will debut the upscale Swiss-Belboutique brand in the Middle East with the Swiss-Belboutique Bneid Al Gar. next generation of travellers, residents, businesses and entrepreneurs and that is why we have been looking to expand our projects in the city. “We are introducing The House Hotel, a luxury boutique brand into the market, and eyeing further growth for our portfo- lio of brands in the co-working space and in the mid-market hotels’ niche.” Voivenel said that the vision to wel- come 440,000 visitors annually by 2024 is fuelling demand for quality hotels. “It is the perfect time for us to enter Ku- wait when the country is evolving into a multi-faceted destination with the de- velopment of these diverse attractions for both corporate and leisure visitors,” he said. “At Swiss-Belhotel International we believe, like the rest of the region, Ku- wait has a massive opportunity in mid- scale hotel segment as well as quality serviced apartments.” 25% Expected Kuwaitisation of workforce by 2025 YearHotelsKeys% Growth 201921322.1 202023645.6 202123204.8 202245408.1 202311221.7 Laurent Voivenel. KUWAIT’S PIPELINEHOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 COMMENT & OPINION 18 The main social media and online review platforms reach all but the burgeoning Chinese-speaking audiences, which remain firmly connected to Chinese social media and review platforms. Many of us have no idea what these platforms are, how consumers use them, and what benefits they hold for hoteliers or restaurateurs getting involved in them. Since the introduction of visas on arrival for travellers from mainland China to the UAE and, more recently, KSA, the makeup of Chinese visitors has changed and evolved. Sure, fully inclusive coach tours are still coming and continue to provide quantity, though perhaps not necessarily, spending power, but there is also a new wave of FITs, which is steadily growing. They’re young (on average 25 – 45 years old) and have a higher average spend (approx. US$ 4,500/week). They’re also very likely to virtually plan their trip and itinerary while they are still at home. E-commerce is popular with Chinese consumers and, in the travel space, trip. com (formerly known as ctrip.com) leads the way, closely followed by flaggy.com as the preferred travel booking aggregator. Both, when taken together with advanced e-payment platforms like AliPay or WeChat Pay, offer seamless booking and payment experiences to Chinese consumers looking to book trips abroad. China is the world’s largest social media market and, according to McKinsey’s Digital Consumer Trends Report 2019, Chinese consumers spend 44% of their time online, the majority of which is spent on social platforms and apps like WeChat, Weibo, TikTok, iQIYI, and Tencent Video. Attention and conversion rates are impressive, helping companies increase their sales and brand awareness. 50% of respondents mentioned that they familiarised themselves with a product via social media, while 25% acquired products directly through social media channels. The report emphasises that peer-to-peer reviews, interaction with KOLs (key opinion leaders or influencers) and user-generated content have prompted 40% of respondents to acquire a product they didn’t intend to buy. McKinsey concludes that professional, industry-specific, knowledge is required to optimise and grow omnichannel engagement and that attention has to be paid to clear audience analytics to determine what channels are relevant to your brand. Many of the industry’s major players are well aware of this trend and are actively working with their teams in China to manage their other regions’ Chinese social media strategies, however they still mostly focus on accommodation and very few, if any attention is being paid to F&B and MOD opportunities. It’s important to understand that Chinese travellers do not just book (and pay) accommodation online, but are actually looking to book and pre-pay as many elements of their trip as possible, which is partially due to the restrictions on taking cash out of China (the max. allowed is currently approx. $ 5,000 per person). Restaurants and attractions would do well to take a closer look at getting involved with Chinese social media and e-commerce platforms, because the opportunities and the ROI are considerable. About the author: Peggy Li, is a service industries consultant and Chinese market specialist. An accomplished and high achieving professional, she has worked at an executive level in Europe, Middle East and the Far East. She is the Managing Partner of sps:affinity – a boutique strategic consultancy that covers the full spectrum of working within the hospitality and service industries. Email: peggy@spsaffinity.com Chinese consumers spend 44% of their time online, the majority of which is spent on social platforms and apps like WeChat, Weibo, TikTok, iQIYI, and Tencent Video.” Want to enter the debate? We want your view, so let’s talk. Drop me an email: claudia.debrito@itp.com COMMENT How critical are Chinese virtual communities to your business? Virtual word-of-mouth is impacting consumers’ purchase behaviour and our sales, marketing, and PR strategies By Peggy LiCOMMENT & OPINION HOTELIER MIDDLE EA ST | November 2019 | Volume 18 Issue 11 19 Want to enter the debate? We want your view. Drop me an email: claudia.debrito@itp.com Over the last couple of years my work has taken me to something like forty countries, so I guess I speak with some knowledge of hotel F&B from America to Africa and Europe to Asia. For the most part it’s a struggle. Functional or old-fashioned restaurants, bars with shoddy service, uncomfortable furniture with tables that knock your shin and a (broken) plug point an inconvenient six foot away. Or the room service that never serves, ice maker that never makes in the corridor two floors down or worse still a chef who never learned to make a fluffy omelette is scheduled to work the busy egg station. Again. I’ve seen most things on the road, including a body in one en route to my hotel recently, which turned out not to be the global hotel brand that I thought I’d booked. While the 10-year legal case has gone on and on with no (apparent) end in sight, the signs and the equally inefficient staff still remain. I was speaking recently at a GRIF briefing alongside the outstanding AHIF conference in Adis Abba on the role of third-party F&B operators in hotels. If you hadn’t already twigged, I feel quite strongly on this, thankfully I was in good company including the operators themselves whose comforting nods and strategic action supported my mantra. We can look forward to hotels with carefully designed and developed F&B spaces, curated social working zones and room service where you’re in charge (yes, you might have to get it yourself from the café downstairs, but at least you’ll get it when you want it). As one of the remaining global emerging economies, Africa is enjoying a surge in hotel growth, and the work that Nobel Peace Prize winning president Sahle-Work Zewde has done goes a long way to ensure that Adis Abba is delivering the biggest fiscal growth for any African country. Africa could well be the subject of another diary next time, but back to F&B because this is a challenge for global hotel operators whether they are opening in emerging markets like Africa or crowded markets like Dubai. How can properties drive volume, RevPar and, I think even more importantly as it drives the former, guest satisfaction and local relevancy? I’m encouraged from our GRIF briefings and in business development meetings now. Global hoteliers are now working hard to build better hotels, not just with more efficient check-ins and comfy overnight stays, but less and smaller F&B spaces with intimacy, social vibrancy and relevance. This often means focusing on smaller experiential spaces that not only drive overnight guest satisfaction, they become a hub for the community for all occasions, be they daytime meetings, g-zennial workspaces, entertainment or the all essential conference playgrounds. F&B in hotels is getting better as the drive for guest satisfaction and local relevancy becomes their key to success. About the author: David Singleton has worked with some of the best restaurant brands around the word as an operator, brand builder, franchisee, franchisor and marketer in the managed, franchise and entrepreneurial sectors. Based between the Middle East and London he now assists brands with their global ambitions, strategic thinking and brand development. David@SociusGroup.com Instagram and Twitter @singletoncity We can look forward to hotels with carefully designed and developed F&B spaces, curated social working zones and room service where you’re in charge.” Catering to the community Global hoteliers are now working hard to build better hotels, not just with more effi cient check-ins and comfy overnight stays, but less and smaller F&B spaces with intimacy, social vibrancy and relevance By David SingletonNext >