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2009 The Natural Step
Tourism and hospitality
A polaroid outlook
3 june 2010
Jimmy Sjöblom The Natural Step International
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2009 The Natural Step
The world of hospitality
• Only value-driven• Diffuse factors affect
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2009 The Natural Step
• Very conservative• Insufficient stakeholder dialogue
The world of hospitality
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2009 The Natural Step
• Diffuse price structure• Highly uncertain conditions for the future
”This year’s Christmas present won’t be a physical product. It will be an experience…”- Retailers’ surveying inst. nov 2008
The world of hospitality
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2009 The Natural Step
Travelling: - Ca AD 1500: travels for war, conquests
- Ca AD 1500 – 1800: travels for exploration & trade
- Ca AD 1800 – now: travels for experiencing (culture/history = mainstream)
Historic overview
Accomodation: - Ca AD 1500: when moving from A to B on someones’ behalf
- Ca AD 1500 – 1800: staying over where the work was
- Ca AD 1800 – 1990: staying over near what’s to be experienced
- Ca AD 1990 – now: staying over is becoming the experience
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2009 The Natural Step
Right now – ”snapshots”
”I went to leave 20 years ago.Since then I guess I’ve been packing kinda’ slow…It’s just a long goodbye…”- Bruce Springsteen
Mass tourism
• Slowly fading phenomenon• Historically but a fad – but with enormous consequences…- WTTC, IH&RA, WTO mfl
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2009 The Natural Step
Right now – ”snapshots”
Aftonbladet, web newspaper 26 nov 2008
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2009 The Natural Step
Right now – ”snapshots”
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2009 The Natural Step
Right now – ”snapshots”
Tulum – Mexico
• One of the world’s largest cave systems
• Owned and operated by Maya natives
• Artificial village - environmentally aware
• Yields ca 60’ gn/y, only ca 10’ dive
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2009 The Natural Step
Right now – ”snapshots”
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2009 The Natural Step
Right now – ”snapshots”
A possible future 2020:
• Remarkably segregated tourism – bigger gap between rich and poor traveller
• Partnerships stand back to consolidation and whole-chain responsibillity
• Extreme div. of Giving and Taking tourism continues
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2009 The Natural Step
The golden rule translated
Prioritizing actions
* ”WHAT shall we package” will replace ”HOW shall we package”…
* ”Where do we WANT to invest” will replace ”where CAN we invest”…
• ”Who do we risk to work AGAINST” will replace ”who do we risk working WITH”…
…and how will this affect next year’s budgeting and marketing...?
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2009 The Natural Step
Planning from success
TIME
Sustainability
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2009 The Natural Step
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2009 The Natural Step
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2009 The Natural Step
Human needs
Subsis-tence
IdlenessPartici-pation
Protection AffectionUnder-
standing
Creation Identity Freedom
Manfred Max-Neef et al
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2009 The Natural Step
Restaurant Splendid
Prioritizing actions
Hotel Splendid
Attraction Splendid
Subsis-tence
IdlenessPartici-pation
Protection AffectionUnder-
standing
Creation Identity Freedom
What needs SHOULD you meet and what needs MAY you meet?
Three teams:
How do you meet these needs?- Minimum 10 concrete examples
How may you violate these needs? - Minimum 10 concrete examples