Post on 12-Jan-2015
description
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International Centre for Responsible Tourism
Prof. Harold Goodwin
Communicating sustainability – securing market advantage
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The Business Case for Responsible Tourism The right thing to do Cutting costsMinimising risk License to operate Product quality and
cost Staff retention &
morale Market Advantage
Market Advantage Experience
– richer– more authentic – guilt free
Differentiation and PR
Brand Value Reputation
Referrals& Repeats
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The purchasing decision 1. Destination/activity2. Price3. Availability/ trip length4. USP or “added value”- non-price
competition – For some consumers that can be a
responsible tourism element.– Brand positioning and repeat business and
referrals– Market trend towards more experiential
holidays
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Responsible Tourism Marketing
Shaping expectations Attracting appropriate visitors –
achieving some degree of control over who arrivesOpportunity to reduce demand.
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“better places for people to live in”
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Marketing is about “choosing” your clients
Shaping Expectations If client satisfaction is key to
repeats and referrals then attracting clients who will enjoy the destination/activity/service is surely critical
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Of Responsible Tourism experts
We need human interest stories – Boom Town Trail.Advocates of Responsible Tourism need
to “shed their anorak clothing and don modern outfits.”
Spotlight WTM WTRD www.wtmwrtd.com
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Credible Stories….
What are your stories?What is the AITO story?
Consider food and the importance of provenance…….. Part of contract…
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A lesson from Kochin?
14harold@haroldgoodwin.info
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16harold@haroldgoodw in info
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Founded in 2001
The first travel business to use the term responsible tourism
Seed investor Dame Anita Roddick
“One day responsible will be to travel what organic is to food”
Holidays from over 350 carefullyscreened tour operators & 1000places to stay
The leading travel agent for green,eco, sustainable or responsibletourism
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Responsible Responsible tourism
More authentic
experiences
that create better
places
to live in and
to visit
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A better way to travel
Fairtrade Tea tastes the sameas ordinary tea
Responsible tourism provides moreauthentic experiences that meet thetrends for more real and experiential travel
Both offer a more responsible alternative, butonly responsible tourism has product advantages
2020
Responsible Tourism Awards
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www.responsibletravel.com
secluded trips are environmentally sensitive and provide a unique opportunity to enjoy great scenery and abundant wildlife, while discovering and learning about the plants and animals.
First Nation hiking tours in Canada
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Communicating sustainability – securing market advantage
1. Why communicate?2. What to communicate?3. How to communicate?4. When and Where?5. Certification 6. Keep it Real. 7. www.better-tourism.org
harold@haroldgoodwin.info
harold@haroldgoodwin.info
harold@haroldgoodwin.info
harold@haroldgoodwin.info www.better-tourism.org
Bedruthan’s Brand• Reputation and marketing built on our core family values:
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Quality, Trust, Actively Caring and Daring to be Different-
Underpinned by our Cherish the World philosophy.
• People know the hotel is sustainable due to awards andaccolades, but most visit because the hotel’s a great place to stay.
• Our marketing is about telling storiesabout how people can make a difference
• Creating memories based on the simple pleasures in life.
Bedruthan’s Brand Ethos• We do put more emphasis on our sustainable ethics and
responsible tourism in our recruitment marketing• We have a full time sustainability manager and see our team
education programme as the way forward.• Our awards reflect the success of involving the whole team
Securing market advantage through responsible tourism?
• Do it better than your competitors
• Take giant steps not timid marginal ones
• Be transparent
• Independent verification, i.e. GTBS or ISO14001
• Tell people about, and involve them in your initiatives
• Involve local community and local press whenever you can
• Join a local forum or network for responsible tourism : CoaST
• If its something you believe in -
live it and breathe it!
Dangers of using responsible tourism to market hotels?
• Ensure focus isn’t just sales
• Most customers will see though green wash
• Be prepared as customers will have higher expectations but they will be more forgiving of human mistakes
• The press may take you to task if you make false claims • It doesn’t produce instant results on the bottom line• Get a move on so you are seen as a leader not a follower• On the whole the marketing advantages take time to build: to
grow a brand sustainably, be in it for the long term...
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Think about it1. Product/experience enhancement 2. Differentiation in a crowded market
place3. Non-price competition 4. Market segmentation5. Cost cutting 6. We all want guilt free holidays..7. We all want better experiences – and
that means finding better ways of interacting with communities and their environments
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The Business Case for Responsible Tourism The right thing to do Cutting costsMinimising risk License to operate Product quality and
cost Staff retention &
morale Market Advantage
Market Advantage Experience
– richer– more authentic – guilt free
Differentiation and PR
Brand Value Reputation
Referrals& Repeats
harold@haroldgoodwin.info
harold@haroldgoodwin.info
Marketing Sustainability along the Customer
Journey
Tim Williamson
Customer Director, TUI UK & Ireland
Why?• It’s the right thing to do• Protecting our product• Managing risk• Reputation and brand value• Access to financial markets • Commercial • Attraction/retention of employees
Embedding Sustainability within TUI UK• Responsible Leadership • Embedding across the business• Working with suppliers• Sustainable Development Team• Champions throughout the business • Objectives and KPIs• Annual Reporting
Sustainability along The Customer Journey
2. Anticipate
4. Holiday
3. Fly out
5. Fly back
1. Plan6.
Reconside r
Sustainability in Our Customer Journey
1. Plan
Sustainability in Our Customer Journey
2. Anticipate
1. Plan
Sustainability in Our Customer Journey
2. Anticipate
3. Fly out
1. Plan
Sustainability in Our Customer Journey
2. Anticipate
4. Holiday
3. Fly out
1. Plan
•• TransfersTransfers
•• Welcome Welcome meetingsmeetings
•• ExcursionsExcursions
•• FundraisingFundraising
•• World World EnvironmeEnvironme nt Daynt Day
•• Kids ClubsKids Clubs
Sustainability in Our Customer Journey
2. Anticipate
4. Holiday
3. Fly out
5. Fly back
1. Plan
Sustainability in Our Customer Journey
2. Anticipate
4. Holiday
3. Fly out
5. Fly back
1. Plan7.
Reconside r
Yielding Success• World Travel Awards - World’s Responsible
Tourism Award 2009
• British Travel Awards 2009 – Most Environmentally Responsible Large Tour Operator and Airline
• Travel Trade Gazette “Travel Gives Back” 2009
• Travel Trade Gazette “Top Travel Company” 2009“Judges had initially felt it would be extremely tough for a mass-market, value for money company to take the title…however, in the final reckoning, TUI Travel’s passionate corporate social responsibility policy saw it pip its two closest rivals for the title to the post.”, TTG Award Panel, Sep 09
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The Business Case for Responsible Tourism The right thing to
do Minimising risk License to operate Product quality
and cost Staff morale Market Advantage
Market Advantage Experience
– richer– more authentic – guilt free
Differentiation and PR
Reputation Referrals Repeats
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Further information www.haroldgoodwin.infowww.icrtourism.orgwww.wtmwrtd.comwww.aRTyforum.infowww.responsibletourismpartnership.orgwww.icrtourism.org/capetown.shtmlwww.icrtourism.org/Kerala.shtmlwww.irresponsibletourism.infowww.responsibletravel.com harold@haroldgoodwin.info