Crossing the Chasm –  Attracting, Engaging & Supporting the Conscious Traveller SPTO Workshop, May 17th, Fiji Anna Pollock...
Two roads diverged in a wood, and I--  I took the one less traveled by,  And that has made all the difference. (Robert Fro...
Two Roads: Two Kinds of Travel  Mass  Industrialised Tourism  Impulse, Frequent, “a right” Comfort & Convenience The Packa...
Two Roads: Two Kinds of Travel  Micro Travel  Considered, cautious Seeking VALUE & meaning Travellers want to engage, part...
RECESSION AS PUNCTUATION POINT Don Tapscott  RECESSION AS CHANGE ACCELERATOR Anna Pollock
 
New Consumers  still want MORE, but they are defining that differently. Not more shiny trifles and mountains of consumer g...
Source: Euro RSCG  The New Consumer in the Era of Mindful Spending
 
 
 
Source:  The Darwinian Gale , The Futures Company 2010
1950s – 1990s 1990s - 2007 After 2008 Source:  The Darwinian Gale , The Futures Company 2010
 
 
 
CONSCIOUS.TRAVEL  ©
<ul><li>Youthful, wired, highly educated, majority female </li></ul><ul><li>Three times more likely to try new things </li...
The Conscious Consumer Report, 2009, BBMG
How will these trends impact travel? What Might a  Conscious Traveller Look Like?  ©
CONSCIOUS.TRAVEL  ©   <ul><li>10 Characteristics </li></ul><ul><li>10 ways to attract, engage & support </li></ul><ul><li>...
Conscious Travellers... Why bother?
Why Attract, Engage & Support the Conscious Traveller? If you get it right, they’ll .. <ul><li>Reward you with higher yiel...
Conscious Travellers... the essentials
Conscious Travellers are  Wired to Share
Conscious Travellers are  Wired to Share
New Consumers are more than twice as likely to <ul><li>Be the first to try new things </li></ul><ul><li>Reward and punish ...
“ Enlighteneds” are three times more influential than aspirationals
All Business is now SOCIAL Markets are conversations Listen don’t shout ATTRACT don’t promote Engage & Support, Don’t Push
 
 
Conscious Travellers are  Wired to ENGAGE with what’s REAL, ONE-OFF, UNIQUE and LOCAL <ul><li>Hungry for information BEFOR...
http://www.localtravelmovement.com/ http://www.localyte.com / http://www.youtube.com/watch?v=D4_c3E2aTxo http://www.spotte...
Conscious Travellers are  Wired to CARE  “ Purpose is the new passion Participation in the new consumption” BBMG
Support Their Causes Let Them  Participate and Co-Create
 
You are NOT selling PRODUCTS!
You are evoking FANTASIES and creating MEMORIES!
The Place is a Setting for People to FEEL.. bigger and better!
 
Be Inspired! <ul><li>Anna Pollock </li></ul><ul><li>www.AnnaPollock.net </li></ul><ul><li>www.desticorp.typepad.com </li><...
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Conscious Travel

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Brief introduction to the concept of "Conscious Travel" delivered to the South pacific Tourism Organization workshop in Fiji, May 18th, 2011

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  • The newtorked commuity
  • Conscious Travel

    1. 1. Crossing the Chasm – Attracting, Engaging & Supporting the Conscious Traveller SPTO Workshop, May 17th, Fiji Anna Pollock, DestiCorp UK Ltd
    2. 2. Two roads diverged in a wood, and I-- I took the one less traveled by, And that has made all the difference. (Robert Frost)
    3. 3. Two Roads: Two Kinds of Travel Mass Industrialised Tourism Impulse, Frequent, “a right” Comfort & Convenience The Packaged Product PRICE the decision factor VOLUME Abundance of Choice Price Transparency Commodification Standardization Homogenization Automation Sameness Customers as Targets No Frills or No Surprises SUCCESS = VOLUME OF VISITORS
    4. 4. Two Roads: Two Kinds of Travel Micro Travel Considered, cautious Seeking VALUE & meaning Travellers want to engage, participate Transforming VALUE & YIELD Uniqueness= scarcity Price Transparency Comparisons difficult because… Experiences Not Products Local sourcing, hand made Diversity Personal Customers are Co-creative Partners Promise of an Experience that PULLS SUCCESS = NET BENEFIT TO HOST COMMUNITY Mass Industrialised Tourism Impulse, Frequent, “a right” Comfort & Convenience The Packaged Product PRICE a key decision factor VOLUME Abundance of Choice Price Transparency Commodification Standardization Homogenization Automation Sameness Customers as Targets No Frills or No Surprises SUCCESS = VOLUME OF VISITORS
    5. 5. RECESSION AS PUNCTUATION POINT Don Tapscott RECESSION AS CHANGE ACCELERATOR Anna Pollock
    6. 7. New Consumers still want MORE, but they are defining that differently. Not more shiny trifles and mountains of consumer goods but, rather, more meaning, more deeply felt connections, more substance and a greater sense of purpose. <ul><li>72% say they are trying to improve the way they live </li></ul><ul><li>71% are trying to improve who they are as individuals </li></ul><ul><li>59% worry that society has grown too disconnected from the natural world </li></ul><ul><li>51% would like to be part of some important cause </li></ul><ul><li>67% believe most people would be better off if they lived more simply </li></ul><ul><li>69% claim to be smarter shoppers than they were a few years ago </li></ul><ul><li>64% say that making environmentally friendly choices makes them feel good about themselves. </li></ul>
    7. 8. Source: Euro RSCG The New Consumer in the Era of Mindful Spending
    8. 12. Source: The Darwinian Gale , The Futures Company 2010
    9. 13. 1950s – 1990s 1990s - 2007 After 2008 Source: The Darwinian Gale , The Futures Company 2010
    10. 17. CONSCIOUS.TRAVEL ©
    11. 18. <ul><li>Youthful, wired, highly educated, majority female </li></ul><ul><li>Three times more likely to try new things </li></ul><ul><li>Three times more likely to reward or punish a brand based on corporate practice </li></ul><ul><li>Dedicated “box turner” but doesn’t trust corporate declaration </li></ul><ul><li>One in four says they have no way of knowing if the product is green or does what it claims </li></ul><ul><li>Even in the recession, the majority believe it important to make choices based on environmental and social benefits </li></ul><ul><li>More than half are willing to pay more for sustainable brands </li></ul>The Conscious Consumer The Conscious Consumer Report , 2009, BBMG
    12. 19. The Conscious Consumer Report, 2009, BBMG
    13. 20. How will these trends impact travel? What Might a Conscious Traveller Look Like? ©
    14. 21. CONSCIOUS.TRAVEL © <ul><li>10 Characteristics </li></ul><ul><li>10 ways to attract, engage & support </li></ul><ul><li>10 actions for destinations </li></ul>
    15. 22. Conscious Travellers... Why bother?
    16. 23. Why Attract, Engage & Support the Conscious Traveller? If you get it right, they’ll .. <ul><li>Reward you with higher yields </li></ul><ul><li>Help market your destination, or company </li></ul><ul><li>Favour responsible suppliers and encourage “best practice” and accelerate innovation </li></ul><ul><li>Help ensure you stay ahead of demand </li></ul>
    17. 24. Conscious Travellers... the essentials
    18. 25. Conscious Travellers are Wired to Share
    19. 26. Conscious Travellers are Wired to Share
    20. 27. New Consumers are more than twice as likely to <ul><li>Be the first to try new things </li></ul><ul><li>Reward and punish brands based on their corporate practices </li></ul><ul><li>Recommend their brands across their social networks by blogging, posting and reviewing products in their own lives </li></ul>
    21. 28. “ Enlighteneds” are three times more influential than aspirationals
    22. 29. All Business is now SOCIAL Markets are conversations Listen don’t shout ATTRACT don’t promote Engage & Support, Don’t Push
    23. 32. Conscious Travellers are Wired to ENGAGE with what’s REAL, ONE-OFF, UNIQUE and LOCAL <ul><li>Hungry for information BEFORE they leave </li></ul><ul><li>Keen to participate DURING their visit (Note: they are not buying products!) </li></ul><ul><li>Want to take home and share memories AFTER their visit. </li></ul>
    24. 33. http://www.localtravelmovement.com/ http://www.localyte.com / http://www.youtube.com/watch?v=D4_c3E2aTxo http://www.spottedbylocals.com/
    25. 34. Conscious Travellers are Wired to CARE “ Purpose is the new passion Participation in the new consumption” BBMG
    26. 35. Support Their Causes Let Them Participate and Co-Create
    27. 37. You are NOT selling PRODUCTS!
    28. 38. You are evoking FANTASIES and creating MEMORIES!
    29. 39. The Place is a Setting for People to FEEL.. bigger and better!
    30. 41. Be Inspired! <ul><li>Anna Pollock </li></ul><ul><li>www.AnnaPollock.net </li></ul><ul><li>www.desticorp.typepad.com </li></ul><ul><li>www.conscioustourism.wordpress.com </li></ul><ul><li>Email: annapollock@me.com </li></ul>

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