vtic5 game changing long
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Presentation to Victoria Tourism Industry Conference, Geelong, July 2014TRANSCRIPT
How the Game is Changing Through Conscious Travelbuilding a better tourism for more
forThe Victoria Tourism Industry Council
Anna Pollock, Founder, Conscious Travel July, 2014
My Purpose Today
What do we mean by Game Changing?What Game are we Playing Today?Why Might it Have to Change?How is Conscious Travel a Game
Changer?
What do we mean by Game Changer?
“Whether the chase is won or lost in tennis.
Nobody can know until the ball is run”
John Gower 1400received a pension in
form of an annual allowance of wine.
Henry 1V
Is it changing the way the game is played?
Changing the way the game
is played?
Is Game Changing….
Changing the way the Game is playedEquipmentDress code and stylePerformanceRulesCourt, lines and net
or
Changing the Purpose of the Game?
Changing the Game of TOURISM
Change the way the Game is playedRules – low cost airlinesPerformance – yield management, automation, self serviceEquipment – propellors, jet engines, aerofoils, navigation, high
speed trains, cruise ships, kioskPricing, marketing– online bookings, OTAs, social media, loyalty
programsDisruptive competition - Airbnb“Exogenous conditions” – currencies, hazards, terrorismDELOITTE 2015SUSTAINABILITY AS GAME CHANGER
Changing the Game of TOURISM
DOES REAL CHANGE HAPPEN
WHEN YOU CHANGETHE PURPOSE OF A GAME?
Agree, Disagree, Don’t Know?
Changing the Game of TOURISM
Current Purpose is to Grow…..More visitors, More trips, More pax,More revenue, taxesHigher occupancy, Higher ADR, revenueMore GDPMore jobs
CURRENT TOURISM GOALGrowth by and for whom? Who benefits?
• Destinations – need tax revenues and investment in amenities, infrastructure. Need to cover costs, manage reputation
• Developers – need new spaces to develop!
• Tourism multinationals – publicly owned need to grow to satisfy their market, ROI, quarterly results, valuation
• Most SME’s in tourism (99%) are into survival!• Cope with volatility, boom and bust, rising costs• Satisfy Customers who want more for less each year• More regulation, New technology• And grow value – net profit per unit of transaction
THE GLOBAL CONUNDRUMWe believe our economy has to grow
More people; Higher expectations; Debt (interest)
THE GLOBAL CONUNDRUM
We need resources to support that growthThey’re becoming scarcer more costly to extract
THE GLOBAL CONUNDRUM
We need resources to support that growthThey’re becoming scarcer more costly to extractWe’ll have to pay for externalities
Cost of “Externalities”• US $7.3 trillion• 13% of GDP• Greenhouse gas 38%• Water 25%• Land use 24%• Air pollution (7%)• Other pollution (5%)• Waste (1%)
THE GLOBAL CONUNDRUMBusinesses not preparing adequately
THE GLOBAL CONUNDRUMBusinesses not preparing adequately
THE GLOBAL CONUNDRUMWe’re living beyond our means
THE GLOBAL CONUNDRUMHeading towards a brick wall called “Limits”
THE GLOBAL CONUNDRUMThe more we grow, the more wealth is concentrated
http://www.politico.com/magazine/story/2014/06/the-pitchforks-are-coming-for-us-plutocrats-108014.html#.U745S1bMqzC
THE GLOBAL CONUNDRUMThere’s no correlation between GDP growth and well being
OUR LEADERS’ RESPONSE
Source: Kate Raworth, Doughnut Economics
“This report shows the world on a
development trajectory that is not
sustainable. If we fail to alter our patterns
of production and consumption, things will go
badly wrong.” 10 mega-forces, all connected in ways we don’t fully understand.
ACKNOWLEDGING THE PROBLEM
The Earth’s environmental system is simultaneously coming under increasing stress.
Future simultaneous shocks to both systems
could trigger the “perfect global storm”,
with potentially insurmountable
consequences. 50 risk sources, all connected in ways we don’t
fully understand
TOP 4• Wealth Disparity• Debt• Financial
Instability• Global
Governance Failure
THE 1% ARE WORRIED
CAPITALISM MIGHT BE FLAWED
“Capitalism does millions of things better than the
alternatives. However, it is totally ill-equipped
to deal with a small handful of issues.
Unfortunately they are issues that are
absolutely central to our long-term well
being and even survival”
Jeremy Grantham, co-founder
GMO
CAPITALISM MIGHT BE FLAWED
“Communism collapsed because it dedn’t allow prices to
tell the economic truthCapitalism will
collapse because it doesn’t allow prices to
show the ecological truth”
Oystein Dahle, former VP Exxon Mobil
THE GAME IS CHANGING
Capitalism Re-thinking Itself
Sustainable Economy, Renewing Capitalism, Conscious Capitalism,
Corporation 2020, Sustainable Capitalism, Responsible
Capitalism, Clean Capitalism, The Responsible Economy, Capitalism as if the Planet
Matters, Creative Capitalism, Compassionate Capitalism,
Just Capitalism, Regenerative Capitalism Spiritual Capital,
Tomorrow’s Company, Breakthrough Capitalism, Sir
Richard Branson’s B Team and WEFs New Social Contract.
THE GAME IS CHANGING
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DOING GOOD IS GOOD FOR BUSINESS:
CUSTOMERS LEADING THE WAY
The Tourism Story
The Promise, The Goal
This is how the world really works
Where on this curve are we?
The Result
• Growth in volume but more:
• Volatility• DIMINISHING
RETURNS• Lower Spending per
capita• Growing congestion• Mountains of waste• Resident backlash
90% + of demand factors outside of the
control of anyone in tourism
The Island Where Tourist Garbage is Stored in the MaldivesSource: Daily Mail
The Queue to Climb EverestSource: Guardian
• see: Can Tourism Change its Operating Model?
How will we handle congestion?
How will we handle waste?
How will we handle emissions?
How will we manage our thirst for water and land?
How will avoid residents’ backlash?
Protest Sign Erected by Young BalineseSource: ABC They Paved Paradise
How will we protect vulnerable people and cultures?
Can we really handle another 600 million in just 12 more years?
THE Game Change is about Breakdown or breakthrough
How do we cross the chasm?
How do we breakthrough?
How does Conscious Travel change the game?
Back to Purpose
DOES REAL CHANGE HAPPEN
WHEN YOU CHANGETHE PURPOSE
OF A GAME
Agree, Disagree, Don’t Know?
Conscious Travel a Game Changer because
1. We’re changing the purpose of travel – from simply growing (getting bigger) to FLOURISHING (becoming better)
2. Changing our story, narrative, lens, our paradigm regarding:
• what it means to be human and alive
• our relationship with Nature3. Shifting our role from passive
hosts to active change agents4. Enlivening, re-vitalising our
communities.
1. Reframe growth as FLOURISHING
2. Reframe growth as FLOURISHING
INSPIRATION
FLOURISHING MEANSA shift from:
• more to better• quantity to quality• exclusive – benefitting a few - to inclusive
with benefits being more evenly shared over time, space and between all stakeholders
• Low to higher NET benefit in quantifiable AND non-quantifiable ways
It’s about experiencing what it’s like to be
• Fully alive• Experiencing Seligman’s PERMA +• Radiating vitality, energy, optimism• Adaptable, creative, resilient together• Hopeful, expansive not fearful and
constricted• Peak Performance – “in the flow”
THE end gameDestinationsGuestsTourism Enterpreneurs/manager-ownersEmployeesSuppliersInvestors
2. Changing our awareness
2. Changing our minds, our mindsets
“We have one generation in which to shift
human consciousness”
Jeremy Rifkin
“The deepest crises experienced by any society are
those moments of change when the story becomes
inadequate for meeting the survival demands of a present
situation.”
3. Re-framing what it means to be human
A cog in a machine?
2. Re-framing what it means to be human
Shaped by the box we’ve been assigned to?
2. Re-framing what it means to be human
A member of a living community
2. Re-framing what it means to be humanA free member of a dynamic, living
communityHaving Being
Homo Economicus Homo Sapiens, Sapiens
Separate Connected
“I”, Competitive, taking “We” Cooperative, collaborative, giving
Scarcity, Hoarding Abundance, Sharing, Gift
Machine Organism
Extrinsic values, utility Intrinsic values
Acquiring, complicated Experiening, evolving, complex
Conforming Authentic
Static Dynamic
4. Re-framing our Relationship with Nature
"The tree which moves some to tears of joy is, in the eyes of others, only a green thing which stands
in the way,Some see Nature all
ridicule and deformity, and some scarce see
Nature at all. But to the eyes of the man of imagination,
Nature is Imagination itself.
As a man is, so he sees."William Blake
Change the way we see
Means all life and all nature flourishing too
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When you want to build a ship, you don’t start collecting wood, cutting planks and distributing
work, but waken in the heart of people, a longing
for the great and endless sea.Antoine St Expury
Appeals to all of us – minds, hearts, body and soul
can “read the love letters sent by the wind and the rain, the snow and the
moon”
Our Purpose – to help our guests fall in love with life and Mother Earth and so
that they too
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The real purpose of tourism
To have them fall in love again with life
To move our guests from numbness to aliveness
from indifference to empathy
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To have our guests experience wonder
Tourism has a special role to play
Finding & connecting
4. Fulfill Tourism’s promise as a Force for GOOD
• Connect• Heal• Restore,
Regenerate• Transform• Cross-Pollinate• Community
Change Agents
4. Through New Organization Forms
Not-for-profitSocial Enterprise
Travel PhilanthropyVoluntourism
Immersive Travel
5. Emerging & embedded in Community
“To build a popular environmentalism, we need to restore
in peoplepride of place”
The Conscious Travel Vision
A model
A Collaborative Learning Platform
A global network of learning communities
The Model
The Tourism Ecosystem
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PURPOSE
PEOPLE
PLACE
PROTECTIONPACE
PROXIMITY
PERFORMANCEPULL
Principles
73
PURPOSE
PURPOSE
• The Why?• From growth to
thriving, flourishing
• Enliven• Enlighten• Engage• Enrich
• HIGHER NET BENEFIT
• Not more, but better and better for more!
74
PEOPLE
PURPOSE
• THE ENCOUNTER
• Guest meets Host
• Involves all senses
• Affects the whole person – body, mind, heart and soul
• Caring passionate hosts create happy, transformed guests
• Engagement• Culture• Leadership• R3
PEOPLE
75
The Encounter is CRITICAL!What factors influence choice of hotel?
76
• Both parties must flourish and thrive
• Flourishing is more than a transaction
• Occurs when:• Happy, fulfilled
guests• Refer others• Return• Rave
• Happy fulfilled hosts enthusiastically encourage & enable their guest to explore more, stay longer, value more and care more
Great Encounters!
77
PURPOSE
• Places are NOT commodities
• Each has its own unique essence or spirit
• Unique mix of geography, history, people
• Can’t be outsourced
• Places are COMMUNITIES
• Identity• Celebrate
Revere
PEOPLE
PLACE
PLACE
78
If we are going to take care of Mother Earth, we must learn to
love her.79
PURPOSE
• SLOW down
• LOCAL
• Small
• Experience don’t do
• Wonder & awe
PEOPLE
PLACE
PACEPROXIMIT
Y
PACEPROXIMIT
Y
80
PURPOSE
• Conservation• Stewardship• Regeneration• Minimum Harm• Protect and
revitalise cultures
• Respect residents
• Nurture Conscious travelers
PEOPLE
PLACE
PROTECTIONPACE
PROXIMITY
PROTECTION
81
PURPOSE
• Attracting the right visitor
• Support not sell• All business is
social• Need for Digital
Literacy• It’s the
ENCOUNTER remember?
• Rave, Refer, Return
PEOPLE
PLACE
PROTECTIONPACE
PROXIMITY
PULL
PULL
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PURPOSE
• We manage what we measure
• Measure what matters!
• Not volume but net benefit – community health & well-being
• Customer delight ----
• R3 NPS• Smaller footprint• Sense of welcome
& enthusiasm from hosts
PEOPLE
PLACE
PROTECTIONPACE
PROXIMITY
PERFORMANCE PULL
PERFORMANCE
83
PURPOSE
PEOPLE
PLACE
PROTECTIONPACE
PROXIMITY
PERFORMANCEPULL
Integrated, Holistic Model
84
Assumptions
1. The task at hand is to re-connect and align with Life itself - Harmony with Nature;
2. Re-think our collective goals: from growth to flourishing;
3. Hosts to become active change agents;
4. Tourism enterprises will flourish by digging deep into purpose;
5. The model will change because human values are changing; and
6. Change starts and ends in community
Imagine......a network of host communities each
exploring how to deliver net benefits from tourism,a good living for people,
and transformative experiences for guests
each in their own way?
86
In the same way that cells combine to form different organs of the body, so will the collective output of these cells combine to create a new organic, ecological form of
tourism -
one that is environmentally sustainable, socially just and
spiritually fulfilling
www.conscious.travel www.slideshare.net/AnnaP
That’s game changing!