Sustainable Travel M arket Demand and Best Practices for Market Access Leilani C. Latimer Director...
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Transcript of Sustainable Travel M arket Demand and Best Practices for Market Access Leilani C. Latimer Director...
Sustainable TravelMarket Demand and Best
Practices for Market Access
Leilani C. LatimerDirector Sustainability InitiativesSabre Holdings
Global Consumer Trends
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Green savvy Globally aware of challenges
Tech savvy Transparency in information
Active participant in creating sustainable economy Engaged with brands & solutions
Emerging middle class Higher education, less tolerant to social/environmental
failures
US Consumers associate value with “green”
The “Green” and the Mainstream” Traveler
66% of US travelers believe their travel choices can make a difference to the environment
44% consider the environment when making travel choices
56% are skeptical about companies’ “green” practices
The “Greenest” Mainstream Traveler
Which Traveler is most sensitive to choosing environmentally sustainable options ?
Frequent Business traveler 55%Infrequent Business traveler 48%Leisure travel only 41%
Retailers tend to be more trusted than brands
How influential will travel providers’ “Green” initiatives be during your RFP decision-making process for 2010?
30% of Corporate travel managers include “green” in their policies
Government mandates US, UK, Germany –
mandate sustainable travel
Corporate Travel
Green Meetings
• Winning venue selection Over 51% of meeting planners will hold meetings only
in sustainable venues Another 25% prefer
“green” providers Over 73% deliberately
avoid destinations or venues with poor environmental record
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Hospitality Trends• Certification Matters
• Hotel Guests lists certification as top preference in sustainable offerings
• Over 40% of respondents looked for 3rd party certification to verify that a supplier is truly “environmentally friendly”
• 91.6% of respondents said that a hotel’s environmental rating is an influence
• Only 8% say it’s easy to find “green” options
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Globally Recognized Certification Value in a globally recognized certification
program Over 135 certification
programs for Tourism and Hospitality
Global Sustainable Tourism Criteria Translates “sustainable,” “green,” and “eco-friendly” from
buzzwords to foundations for significant revenue Increase/enhance market awareness for travel offering
Marketing Sustainable Travel
Make it easy Make it visible Sell “better”
Use meaningful standards Certification matters