securing commercial advantage from responsible tourism
TRANSCRIPT
Securing Commercial Advantage from Responsible Tourism
Gold Mine
Consumer attitudes are changing
• Cultural shift - it is now ‘cool to care’
• Comparatively slow to trickle into the markets for big ticket items like cars and holidays
• Sept 2011 Travel Weekly survey found 58% of consumers were concerned about sustainability issues on holiday
• But awareness of social and environmental impacts likely to have increased with recent mainstream TV coverage
• The increased awareness in environmental and social issues (particularly around food provenance, fair trade etc) is affecting what consumers want from a holiday.
• There is also a perceived link between quality and sustainability - if its locally grown/organic it must be better
• In a recession, people want more for their money. An authentic experience and a holiday that gives something back - as well as sun, sea and sand.
• Those selling holidays, even mainstream holidays are increasingly aiming to cater to this demand
There is a huge lack of understanding
Keep It Simple – Stupid!
Keep messaging relevant to your brand, business and customers
Address the key issues
associated with your product
Use your
imagination
Be honest…
Remember the ‘What’s In It For Me’?
Demonstrate a long term commitment
Be consistent
• Keep things simple• Stay relevant to your brand, business and customers• Address the key issues with your product • Use imagination• Be honest• Remember the WIIFM • Demonstrate commitment • Be consistent
In Summary: