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Is the Buzz Worth The Buck?

Tapping the Eco Traveler Through Mobile & Social Strategies

& Judy Karwacki

Presented by: Maisa Fernandez

Maisa Fernandez

Judy Karwacki

Today’s Agenda• Ecotourism definition/demographic review

• How to reach the ecotourist through social and mobile media

• Review of Social Media

• Review of Mobile Media

• Ecotourism in action in the Caribbean

• Case Studies: Eco-Project, Eco-Refurbishment, Eco-Lodge, Eco-Boutique and Eco-Luxe

• Sample Mobile/Social Sales Tactics

Definition of Ecotourism

The International Ecotourism Society defines ecotourism as...

“Responsible travel to natural areas that conserves the environment and

improves the welfare of local people.”

What does an Eco-Tourist look like?

Ecotourist “Types”

• Hard Core

• Dedicated

• Mainstream

• Casual

Hard CoreScientific researchers or members of tours

specifically designed for education, environmental restoration,

or similar purposes.(Source: Food and Agriculture Organization of the United Nations)

DedicatedPeople who take trips specifically to see

protected areas and who want to understand local natural and cultural history.

(Source: Food and Agriculture Organization of the United Nations)

MotivatedPeople who visit the Amazon, the Rwandan

gorilla park, or other such destinations primarily to take an unusual trip.

(Source: Food and Agriculture Organization of the United Nations)

CasualPeople who partake of nature incidentally, such as through a day trip during a broader

vacation.(Source: Food and Agriculture Organization of the United Nations)

THE IMPACT

IndividualMaturePhilanthropicActiveConservation-focusedTraveler

Repeat Visitation,Creative and Sustainble Philanthropy,Healthy Conservation Practices,and Strong Word of Mouth.  

The Demo• AGE: 23% of Eco-tourists are 45-54, 22%

are 55-64

• GENDER: 57% are Female, 43% Male

• Income: $60k-$99k (27%), $100k+ (25%)

• Education: 26% college graduates, 24% post grads.

• Travel Party: 35% traveled with one person.

Eco-motivations

They spend good money on quality gear

Eco-motivations

They have been on an eco-adventure before

Eco-motivations

They know more than you do

Eco-motivations

Their social network is of great importance

Eco-motivations

They help “Share Your Story”

Eco-motivations

They post their experiences

Eco-motivations

They are “Real Time”that means you should be too!

Eco-motivations

They value a meaningful experience

The Conclusion

There is an eco-tourist in everyone

Okay, we’re interested...

So now what?

Reaching the Eco-centric Thru Social & Mobile Media

Right Here, Right Now!

Currently the data shows social networking technologies are best for sharing your story, public

relations, and branding.

SOCIAL = Brand Building

SOCIAL Media What’s it Good For?

Currently the data shows mobile and search are best

for being found by those seeking you out.

SEARCH = Sales

MOBILE MediaWhat’s it Good For?

SOCIAL MEDIA

Social Options: Build the Brand

SOCIAL Builds You

Successful social media campaigns require:

ENGAGEMENT &

ACTIVE LISTENING

The SOCIAL How To

The Facebook Phenomenon

Facebook Numbers Talk

• More than 500 million active users.

• 50% of our active users log on to Facebook in any given day

• Average user

• has 130 friends

• is connected to 80 pages, groups and events

• has created 90 pieces of content online

• People spend over 700 billion minutes per month on Facebook

That equals the amount of 1.3 million years of time spent by all users combined a month!!

Facebook is SOCIAL’s Google

•Massive Lead on Engagement - Facebook owns 9 out of every 10 U.S. social networkers.

•Largest share of total time spent online - Facebook now accounts for 12.3 percent of time spent online in the U.S

•Women lead over men in the share of their online time spent on social networking sites - Women 55-65 years old are the fastest growing segment in the market right now.

(Source: comScore.)

Facebook On The Go

• There are more than 200 million active users currently accessing Facebook through their mobile devices.

• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.

• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products.

The Social Benefits

• Social allows you to “manage” your persona

• Social allows you to pick and choose your audience

• Social allows you to understand your clients better

• Social allows you to influence a conversation

• Social allows you to stay in touch with people as well as grow your community

Social for the Business

• Provide quality content

• Link them back to your website or blog

• Add a lot of pictures. Show the experience.

• Coopetition

Is it Working?

How Can I Integrate?

Should I Advertise?

Can It Work For Sales

Tips and Tricks

Insights to maximize your marketing experience

•Links = Sharing

•Invite them in…share links to your networks on every communication

•Share all your trips with PICTURES in REAL TIME

•Link your twitter account to your facebook account.

•Understand privacy settings

•Get personal…Don’t make it just about the business.

Tips to Live by for SOCIAL Media

Be accessible

Tips to Live by for SOCIAL Media

•Blog

•Monitor your brand

•Be accessible

•Transparency. Complaints are okay. Deal with them professionally and openly.

•FOCUS

MOBILE Media

Applications for Smartphones and iPads

are the wave of the future

Then and Now

2011 Smartphones and Tablets Surpass Sales of Computers

Source: KPCD

The Landscape

SEARCHWILL CHANGE OUR WORLD

The Power of Search

everytime we search google knows what you are searching

Old Media

Can be embarrassing...

Lybia makes 10th place to see right

now in April’s Conde Nast

Was The Minority Report Off?

landscape is changing. With both mobile and social the backend knows more about you and can customize the online experience. This is good for you. The algorythyms in search engines are able to bring you information you are likely looking for. Its a very intuitive system. So consider advertising.

A Look of Online Advertising

Google Options

Make Search Work For You

Localize or Globalize

Get Creative

Where The Sales Are!

• Google Adwords /Google Insights

• Flash Sites: Groupon, Escapes.Livingsocial.comJetsetter.com

• Trip Advisor

Living Social Adventures

We expect this model to shift as technologies gain more sophistication.

As your accountant would say...

Diversify

Use BOTH Social & Mobile

Tips and Tricks

Insights to maximize your marketing experience

•Make sure you make yourself accessible to the mobile market

•Consider use of applications, social networking and mobile-optimized website development, and support strong cross-integration.

•Inflight internet will change the way travelers handle travel delays. Will you be available?

Tips to Live by for MOBILE Media

CONSIDER THIS

• Nearly a third of smartphone users will research through mobile in 2011 (25 million users)

• Cross-media will evolve. Don’t forget video.

• Mobile advertising is still in its infancy but is increasing its creep. Plus its affordable and very targetable.

• Mobile applications can really enhance the customer experience. Suggest some they can use before, during and after their trip.

• Make sure your website is mobile compatible. DON’T WAIT.

Staying on top of Applications

• Although we don’t expect mobile bookings to drastically increase in 2011, we should expect more and more opportunities in this environment.

• Connect with partners that already have mobile applications.

• Do your research and stay ahead of the curb.

Mobile Applications

Trip It Hipmunk Where I’ve Been

Sky Scanner Kukunu

Gogobot

PlanetEye

Yapta Adioso

Travel Muse

Kayak

UrbanSpoon

EcoTourism Examples in the Caribbean

The Eco-Project

SEE TurtlesTrinidad & Tobago, (Grande Riviere, Matura)

Costa Rica, Baja California Sur

www.seeturtles.org

The Project• The largest program of Turtle Island Restoration Network

• Extends work beyond sea turtles to include all ocean life

• SEEtheWILD promotes sustainable tourism that protects endangered wildlife around the world. 

• At least 5% of the tour price goes toward local wildlife conservation programs. 

• Every nature tour and volunteer project promoted generates fees and donations to biodiversity conservation efforts and money spent in local businesses that helps create alternatives to activities that threaten wildlife.

SEE Turtles

ItinerariesSEE Turtles Conservation Expeditions

• Undiscovered Costa Rica

• Costa Rica College Volunteer Trip

• Costa Rica's Leatherbacks

• Costa Rica Family Adventure

• Trinidad & Tobago Adventure

• Trinidad's Wild Side

• Trinidad Leatherback Research

• Nicaragua Sea Turtles & Cloud Forests

• Nicaragua's Wild Side

• Baja Wildlife Adventure

• Baja Whales & Turtles

SEE Turtles Successes• Have generated $200,000 for conservation and local communities.

• Over 250 visitors - long-term volunteers to daytime visitors

• FIshermen turning into guides  

• Now reached more than 15 million people with the message of responsible turtle tourism

• Over 100 volunteers have completed more than 700 shifts patrolling nesting beaches, guarding hatcheries, and other important activities.

• Offer "conservation pricing" - each tour price lists how much of the cost goes towards conservation and local communities.

• Generated more than 200,000 impressions for wildlife and habitat advocacy

Eco-Refurbishment

Harrison’s Cave St. Thomas, Barbados

www.harrisonscave.com

Harrison’s Cave Overview• Massive  underground  cave  stream  system

• Interpretative Center – exhibits and interactive displays for adults, teens and children

• Video presentation

• Forty-minute underground journey on tram

• Valley floor area, flora and fauna and self guided scenic walk

Harrison’s Cave

Eco-storation• Design  and  construc3on  –  natural  wood  and  stone  

reused  and  reclaimed,  natural  vegeta3on  maintained,  bioreactor  sewage  plants

• Solar power, eco-friendly lighting in caverns

• Eco-friendly visitor transportation

• 4 Rs – biodegradable and recyclable products, low flush toilets, drip irrigation, rain water harvesting, recycling of water, recycling program

Community Involvement

• Community  newsle;er

• Community open days

• Hosting community based schools

• Inclusion in special events

• Community and staff health and wellness fairs

Sustainability Awards

Marketing• Website

• Online  Adver3sing

• Radio Advertising

• Television Advertising

• Regional magazines

• Airline magazines

• International magazines

• Partnerships

• Facebook

Harrison’s on Google

How you can use these tools!

The Eco-Lodge

Surama Eco-lodgeNorth Rupununi, Guyana

www.suramaecolodge.com

Surama Village Eco-lodge• Small  Amerindian  village  situated  on  five  

square  miles  of  savannah  land  

• Managed and operated solely by the local Makushi Amerindians

• 650 annual visitors

• Employment for 70 people – (from three-quarters of village households)

• 60 per cent of the village’s income

• Project supports over 290 local villagers

Foto Natura

North Rupununi, Guyana

Surama Village Eco-lodge

Surama River Trip in Traditional Canoe

Cheryl Hart

Ethno-Botanical Walks

John Canning

Youth Involvement

Kevin Loughlin

Makushi Culture

John Canning

Surama Sustainability• Only eight rooms to intentionally lessen impact on

traditional lifestyles

• Experiential nature and culture focus

• High involvement by youth

• Twenty (20) sq km community land protected

• Conservation and monitoring programs

• Women’s and youth empowerment

• Training, entrepreneurship, social and cultural development programs

Surama Sustainability Awards

Surama Marketing

• Partnerships with inbound tour operators

• Word of mouth and repeat business

• Website

• Email

• Facebook

Share Their Story

The Eco-Property

Hotel Mockingbird HillPort Antonio, Jamaica

www.hotelmockingbirdhill.com

Hotel Mockingbird Hill

• 10-room, eco-boutique

• 6½ acres of organic tropical gardens and trees

• Started tour operation to package and promote sustainable tourism

• www.jamaicaexplorations.com

Mockingbird Hill

Mission Statement

We believe that every enterprise has an obligation to protect the environment and to offer something of

tangible benefit to the community.

Business must add value to the economy and the society to make a positive contribution.

We have taken a formal approach toensure that good environmental practices

are identified and monitored.

Mockingbird Hill

Sustainability•Solar energy

•Rainwater harvesting

•Natural air-conditioning

•Low chlorine pool run by renewable energy

•Anaerobic wastewater treatment

•No insecticides/pesticides

•Locally employed team

•Organic locally sourced food

•Meatless Mondays

•Support community tourism enterprises

•Community development projects

Sustainability

Create a Campaign

Create a Campaign

Create a Campaign

Create a Campaign

Create a Campaign

Create a Campaign

The Eco-Luxe Resort

The Fairmont SouthamptonSouthampton, Bermuda

www.fairmonthotels.com

Fairmont Southampton

• 593 guest rooms and suites

• Set on 100 acre tropical estate

• 18-hole par three golf course

• 31,000-square-feet Willow Stream spa

• 7,400 sq ft conference space

• Private Horseshoe Bay Beach

Green Meetings

ENVIRONMENTAL POLICY

Fairmont Hotels & Resorts is committed to environmental protection and sustainability guided by our very own Green Partnership Program. Our Green Partnership Program, a company-wide stewardship program, strives to minimize our properties’ operational impact on the environment through resource conservation and best practices.

Natural and CulturalHistory at Horseshoe Bay Beach

Work With Your Travel Suppliers

Turn Specials into $s

Resources

TIESwww.ecotourism.org

Sustainable Tourism Internationalwww.sustainabletravelinternational.org

STEPwww.caribbean-experiences.com

Green Key Globalwww.greenkeyglobal.com/default.asp

Leisure Linkwww.Leisurelink.com

The Earth Thanks You!And So De We!

For more information contact us at:Maisa Fernandez

www.TravelMarketingWorldwide.com maisa@TravelMarketingWorldwide.com

P: 612-567-7577www.IMPACTtourism.cominfo@IMPACTtourism.com

P:612-562-8588

Judy Karwackiwww.smallplanet.travel judy@smallplanet.travel

P: 604-988-1656