Trysilkonferansen 2013 - 9 - Jeremy Sampson
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This document discusses how destinations can develop and communicate their sustainability story. It provides an overview of Sustainable Travel International's mission to promote sustainable tourism. It then discusses tools in their sustainability toolkit that help destinations assess priorities, set goals and focus on good practices. The document outlines three pillars for success - communicate, coordinate and engage. It provides examples of how destinations like Namibia, Oregon and others have effectively communicated their sustainability stories through branding, marketing campaigns and partnerships. It stresses the importance of operations, guest experience and marketing being aligned to tell a consistent and compelling sustainability story.
Trysilkonferansen 2013 - 9 - Jeremy Sampson
- 1. Telling Your Sustainability Story 4 June, 2013
- 2. Agenda 1. Overview 2. Sustainability Tools 3. Good Practices and Case Studies 4. Destination Trysil Opportunity
- 3. Overview
- 4. Sustainable Travel International’s mission is to help destinations, businesses and travelers develop innovative solutions that protect the environment, adapt to climate change, maintain sense of place, and generate economic benefits. Leave the World a Better Place® Our Mission
- 5. A Connector • Non-Profit Organization • Lead NGO partner for the Global Sustainable Tourism Council • Fjord Norway part of GSTC’s Early Adopter program to define destination criteria • Sustainability partner for Innovation Norway
- 6. Situation Analysis • Tourism represents nearly 10% of global GDP or US$6 trillion. • In 2013, more than 1 billion people will travel internationally. This number is growing at 4% per year. • A sizable portion of this travel will occur in some of the most fragile ecosystems and communities remaining on the planet Leave the World a Better Place®
- 7. Situation Analysis • Consumers now expect companies to be an active participant — if not a driving force — in solving the most pressing social and environmental issues. • 65% of corporate travel executives responsible for more than $10 million in annual travel budgets are in various stages of implementing ‘green’ business‐travel guidelines • Consumers are increasingly taking into account a destination’s reputation for social and environment responsibility when they make their travel choices.
- 8. We Believe That… Travel changes lives. Preserving a sense of place is a competitive advantage. Tourism destinations should be great places to both visit and live. Sustainability is a journey, not a destination. Being sustainable does not guarantee success, but being unsustainable guarantees failure.
- 9. We Believe That… Doing nothing is not a strategy. Collectively, we have all the answers. What’s required to succeed is a bold new approach, which combines the mission, purpose and transparency of an NGO with the business acumen and expertise of the private sector. This is Sustainable Travel International.
- 12. Inside the Toolkit Assessments Action Planning Standards and Certification Programs Sustainability Marketing
- 13. Toolkit Helps to make the term “sustainability” actionable Provides the information needed to understand priorities and set goals Focus on good practices Provides a solid foundation for Sustainability Story
- 14. Good Practices And Case Studies
- 17. Communicate: Sustainability Statement • Sustainability values and goals, which resonate and create a relationship with consumers. • Satisfies a need and makes one want to buy, support, or align oneself with your product or service
- 18. Communicate: Sustainability Statement • An internal statement of differentiation and values • Helps inform decision making and resource allocation • Supports long-term vision • Can be aspirational
- 19. Communicate: Sustainability Statement • Let go of old beliefs • Approach with fresh eyes • Statement of differentiation • Support with “Reasons to Believe”
- 20. Examples Around The World
- 21. Namibia The most compelling wildlife conservation story ever told. Reasons to Believe: • 42% of Namibia is under communal conservancy protection • Most tourism products are community based and sustainable
- 22. Namibia Campaign: 42% Stories and Tactics: • PR, media focused on wildlife, adventure • 42% collateral designed for private sector • Education programs for outbound partners Results: • Tour operators reporting increased adventure travel and curious conservationist business • 2013 Adventure Travel World Summit
- 23. Oregon Sustainability Promise: Pioneers in authenticity and sustainable business practices. Reasons to Believe: • Promotion of good practices through Sustainable Business Challenge • Oregon Travel Philanthropy Fund, incentive for certification • Numerous authentic products • bike tours, EV itineraries, beer and wine, outdoor adventure Campaign: • Travel Oregon Forever sub-brand
- 24. Oregon Messaging and tactics are focused on “high yield, experience-hungry travelers who are likely to be receptive to the travel product that is available in Oregon.”
- 25. Phoenix Convention Center • Silver LEED Certified Convention Center in Phoenix, AZ • Improved local sourcing of food, up to 51% • Story-telling focused on core sustainability cause re-framed expectations
- 26. Coordinate: Good Practices • Product Development IS Marketing! • Private-public partnership and collaboration
- 27. Jordan Tourism Board • FAM trips with existing partners focused on sustainability and sustainable product • Expedia campaign demonstrated success of public-private venture.
- 28. Cliffs of Moher • Popular natural attraction • Responsible efforts communicated via website, collateral, PR, educational signage • Cooperative marketing with like- minded businesses focused on Sustainability Story to help the destination increase visitors
- 29. Mexico’s New Image • Better sentiment • Improved media coverage • Attracted a wider tourism audience • Motivated new visitors
- 31. Coordinate: Good Practices • Industry Relationships • Research the Market • Storytelling • Triple bottom line • Challenge conceptions and reframe tourism assets in the mind of the consumer
- 32. Engage: Sharing The Story • Operations • Guest Experience • Employee Inspiration • Marketing Materials
- 33. Engage: Keys to Success 4 C’s…. • Consistent (touch points before, during, and after visit) • Concrete (don’t just talk about it…) • Compelling (sells travel, generates goodwill) • Calls to action
- 34. Engage: Keys to Success 2 T’s • True (sustainability = authentic, verifiable) • Track success via indicators! How do you know if your efforts are working?
- 35. Melia Hotel Lanzarote • Innovative Sustainability Rewards Program • Cost Savings and Brand Loyalty • Destination also working on new ways to share success
- 37. The Ritz-Carlton • Give-back programs that benefit hunger and poverty relief, disadvantaged children and environmental conservation • Guests participate in half-day voluntourism experiences • Branded, dedicated website, collateral and public relations efforts • Resulted in dozens of press hits, social media impressions and personal stories • Conde Nast World Savers Award 2012
- 39. Asilia Africa • Eco-friendly lodge, camp and safari company in Africa • Website links to sustainable accomplishments and certifications on homepage with detailed information • Guest experience integration • Generated press coverage, awards, and reputation in the right market
- 40. Sonnenalp Resort: Vail, Colorado • Weekly newsletter distributed to guests with up-to-the-minute results • “Living Well” Package generates additional revenue for company and foundation • Customers regularly make their own contributions and offset carbon emissions
- 41. Engage: Action Plan • Operational Changes/Improvements • Guest Experience (Before, During, After) • Employee Inspiration • Marketing Materials
- 43. Communicate Utilize sustainable destination mark to evolve the brand and create Sustainability Stories that resonate
- 44. Coordinate Collaborate with all stakeholders on systems that enable creative marketing and consistent story-telling
- 45. Engage • Develop an action plan • Focus on experience • Tell the Story!