Catering to the Conscious Traveller - BuIlding Samoa Tourism Together

Catering to the Conscious Traveller Building Tourism in Samoa Together The Orator Hotel, Apia, Samoa, June 11th, 2012 1

www.conscioustourism.wordpress.com www.slideshare.net/AnnaP

SCOPE• What’s happening in the world “out there”• Introducing the Conscious Traveller – Characteristics – Benefits• The Samoa Situation• Critical Questions That Need Addressing• Six Suggested Areas of Work

Tourism is BIG Business GloballyDirect contribution to the global economy $2 trilliondirect and indirect contribution $6.5 trillionInternational Trips over 1 billionJobs 1 in 122012 Growth – projected 2.8%Projected annual growth (2012-2022) 4.0%Source: World Travel and Tourism Council, 2012

The Tourism TsunamiSource: UNWTO - Growth in International Trips 1950-2020

BIOPHYSICAL REALITIES 7

Big Business IS Getting the Message“ population growth, exploitation of natural resources, climate change and other factors are putting the world on a development trajectory that is not sustainable…if we fail to alter our patterns of production and consumption, things will begin to go badly wrong” 8

Costs and Risk to Increase“ The resources on which businesses rely will become more difficult to access and more costly. There will be an increasing strain on infrastructure and natural systems as patterns of economic growth and wealth change. Physical assets and supply chains will be affected by the unpredictable results of a warming world. And business will be confronted with an ever more complex web of legislation and fiscal instruments.” 9

Big Business is Concerned About these Issues1. Climate Change 6. Urbanization2. Energy and Fuel 7. Disparate3. Material resource prosperity Scarcity 8. Food security4. Water Scarcity 9. Ecosystem Decline5. Population & Consumption 10. Deforestation growth 10

Huge Impact on Personal Values & PerceptionWhen our values change, then everything changes 11

Global Tourism

Congestion

2. Congestion

2. Resident Backlash

2. Irresponsiblity

3. Lack of Supply

4. Resignation?

5. Waste

6. Sameness Airports Resorts Shopping malls Fast food outlets Wineries

7. Connectivity = Complexity

7. Fragmentation

8. Demand Volatility

8. Volatility

9. Diminishing Returns

10. Rising Costs

11.Changing Consumer Values

New Consumers still want MORE, but they aredefining that differently.Now they seek more meaning, more deeply feltconnections, more substance, more control and agreater sense of purpose.

Conscious

The Conscious •Youthful, wired, highly educated, majority femaleConsumer •Three times more likely to try new things •Three times more likely to reward or punish a brand based on corporate practice •Dedicated “box turner” but doesn’t trust corporate declaration •Even in the recession, the majority believe it important to make choices based on environmental and social benefits •More than half are willing to pay more for sustainable brands Asks “what’s in it for we?”The Conscious Consumer Report, 2009, BBMG

DOING GOOD IS GOOD FOR BUSINESS: 2012 •66% of consumers would prefer to buy products from companies that give back to society •62% would prefer to work for such companies •59% would prefer to invest in such companies •46% would be willing to pay extra for products and services from these companies 34

What doConscious Travellers want?

• Authentic, Local, Quirky• Personal &Customised• Experiential and Immersive• Slow, Sensual & to be Savoured• INDIGENOUS TOURISM IS “HOT”

•Wine & sunsets •Local Food •Star Gazing •Indigenous Stories •Conversations around a campfireImage: http://www.redbubble.com/people/voyager/works/3731604-uluru---uluru-kata-tjuta-national-park---australia

• Authentic, Local, Quirky• Personal &Customised• Experiential and Immersive• Slow, Sensual & to be Savoured• Transformational – Change Me

Help Your Customers See the World DifferentlyThe Role of Indigenous Tourism – see Pollock paper on www.slideshare.net/AnnaP

• Authentic, Local, Quirky• Personal &Customised• Experiential and Immersive• Slow, Sensual & to be Savoured• Transformational – Change Me• Show me you care – be a responsible provider/destination

Show Me You Care 41

• Authentic, Local, Quirky• Personal &Customised• Experiential and Immersive• Slow, Sensual & to be Savoured• Transformational – Change Me• Let me share• Show me you care – be a responsible provider/destination• Let me show I care• Use “kindred spirit” intermediaries

Support Their Causes Let ThemParticipate and Co-Create

1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive4. Slow, Sensual & to be Savoured5. Transformational – Change Me6. Let me share7. Show me you care – responsible providers8. Let me show I care9. Use “kindred spirit” intermediaries10.Will become your advocate

Discover New Media & New Channels

• Authentic, Local, Quirky• Personal &Customised• Experiential and Immersive• Slow, Sensual & to be Savoured• Transformational – Change Me• Let me share• Show me you care – responsible providers• Let me show I care• Use “kindred spirit” intermediaries• Hungry for content – help me become your advocate

Harnessing Social Media Will Take Time & Commitment

Why Attract, Engage & Support the Conscious Traveller? If you get it right, they’ll ..1. Reward you with higher yields2. Help market your destination, or company3. Favour responsible suppliers, encourage “best practice,”4. Reduce costs (energy, waste, turnover, employee engagement)5. Help ensure you stay ahead of demand6. Reduce the volatility7. Generate more net benefit to local economies8. Help protect & rejuvenate ecosystems and culture & retain bio & cultural diversity

The Samoa Situation

Static demand since 2008

Commercial Holiday Traffic Worse HitOverall drop in demand by 17.3% since 2008

Australia -2012

New Zealand -2012

STRENGTHSProximity to fastest growing markets Samoan owned - boutique Samoan Cultural Vitality Pristine Scenery Pacific-Polynesian

WEAKNESSESSluggish, declining demand Over Supply Remote Small Under performing

Tourism in Samoa at a CrossroadsDecisions Have to Be Made 64

Issues to Consider• What kind of future do you wish to create? – Drift, driven by winds and currents – Set a course to those islands over the eastern horizon….• What will it take to thrive in times of turbulent change?• Who do you want to benefit from tourism?• What kind of tourist do you wish to attract?

What will it take to thrive in times of turbulent change?• Vitality• Vision + clarity of purpose, focus• Resilience – capacity to adapt• Self-determination, shared ownership• Collaboration• Imagination & Innovation – commitment to continuous learning

Who do you want to benefit from tourism development ?• International Developers – build it & they will come• International Wholesalers• Local tourism operators• Other Samoan businesses• Samoan citizens• Your grandchildren?

What Kind of Customer Do You wish to Attract?• Mass Tourists – Price conscious but demanding – Often indifferent to culture – Wholesaler channels – Limited opportunity for advocacy – High Impact, low yield• Conscious Travellers – Low impact, high yield – Dispersed, engaged – Deal direct: mostly online

Some Suggestions1.Focus on and Measure what matters – aim at generating the greatest NET benefit to Samoa – Visitor Types • Leisure visitors using commercial facilities • VFR visitors with potential to use commercial facilities • Business/event visitors with potential for leisure experiences – Building more room capacity without building demand does not create vitality

Some Suggestions2. Work together to deliver the whole experience – “We are Samoa” “one beat” “fautasi” – Think about the customer’s whole experience: accommodation, attractions, events, activities, transport, food & beverage – Collaboration, transparency, efficiency & accountability • you’re too small to waste resources or go it alone – Maximise cross selling: put the customer’s interests first

Some Suggestions3. Show You Care by Acting responsibly – The decade of the Pacific – Gualofa and Pacific Voyaging – Clean up Samoa! • If you can change to driving on the left • If you can hange dateline • You can clean up the plastic waste – Green Samoa: commit to alternative energy, water conservation and waste management – The story of your trying will pay dividends in terms of publicity and visitor support

Some Suggestions3. Invest the time and money in “Attraction” Digital Marketing – Identify niches in key markets – Develop experiences that would appeal • Gardeners, nature lovers, hikers, women’s groups, cyclists, writers, artists, painters, photographers, foodies, film, fashion – Work with new intermediaries, associations, bloggers/writers, celebrities. Start with diaspora, then move beyond – Develop rich content (images, text) about Samoa that can be shared and re-used. • eg Australian Tourism Data Warehouse – Imagine, Learn & Share together – Tell stories about you and your country (video) – FIX THE ONLINE INFRASTRUCTURE

Some Suggestions4. Prepare the stage – ensure visitors can engage with & experience the richness of Samoa – New attractions and events – Museum – your real strength is your culture; your relationship with the Pacific – Make it easy for the visitor to enjoy Samoa • Paper Visitor Guide produced by Samoans for distribution in Samoa • Electronic Guides (smartphone apps; mobile apps) – Purpose: extend length of stay, increase spend, create advocates!

Some Suggestions6. Invest in Service Improvements – Conscious travellers don’t buy on price but spend on perceived value – Share the cost of training and service – Details: use local material & skills whenever possible – Aim for Authenticity & Sincerity: be true to yourselves – but do it your way!

Some Suggestions6. Invest in continuous learning – Market intelligence – by interest group and source market – Monitor and share performance external and internal – Identify new distribution channels – Imagine and test Ways of differentiating

Fa’afetaiLava!www.slideshare.net/AnnaPannapollock@me.comwww.conscioustourism.wordpress.com

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Catering to the Conscious Traveller - BuIlding Samoa Tourism Together

by Anna Pollock on Jun 11, 2012

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Catering to the Conscious Traveller - BuIlding Samoa Tourism Together Presentation Transcript