La sostenibilidad turística en el diseño de productos: retos y beneficios.


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Presentado por: Richard Edward, GAP ADVENTURES/PLANETERRA.
The Facts
Ecotourism definition
Redefining Sustainability...
Greening the Supply-Chain
The International Ecotourism Society

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  • Started 20 years ago with the early predecessors of these trends in mind.
  • A little bit about Gap Adventures- Since inception - focused on a triple bottom line business model The  triple bottom line  ( PEOPLE. PLANET, PROFIT ) captures an expanded spectrum of values and criteria for measuring organizational (and societal) success: economic, environmental and social. Trips are both low and high impact (I will talk more about that), especially when compared to mainstream tourism businesses. Basic stats of Gap Adventures- $150 Million in annual Revenue 100,000 annual travelers
  • Hundreds of thousands of $/year investment by Gap Adventures in overhead. Hundreds of thousands of $/yr donations to local projects Hundreds of volunteer travelers paying to volunteer at projects around the world Hundreds of thousands of $/yr in marketing and global presence in a variety of online and media channels
  • The third, equally important aspect of Triple Bottom Line. It is absolutely missing from the sustainability programs of large hospitality chains and tour operators and is the Great DIfferentiator for those of us understanding it’s potential and power from the sustainability side, as well as the commercial side. Planeterra has approximately 30 projects around the world and we’re working to add more quickly. Lead to customer loyalty and repeat clients.
  • Planeterra projects are focused on human development and positive sustainable (environmentally, culturally and economically) community development
  • What do you notice about every most of these photos? Quick run through again...
  • That’s right, there are traveler’s in there having the time of their life. These projects...are our best product!! Our staff is spending time in the field, researching projects and working directly with our product development team. These are the types of projects that lend themselves to the experiential travel being sought by a larger segment of the travel market. We are building visits into these projects and any new projects into as many trips as possible. BUT..... I may need a drum roll here.... We stay away from a ‘Build it and They Will Come’ approach. Which has been the failure of SO MANY tourism projects, not only sustainable tourism projects. We must consider product development as a vertically integrated process where product, pricing, marketing and distribution are all develeped as a unit.
  • When we know you have all of your elements aligned, it’s easy to funnel significant resources to develop our best products, like guide training in Peru.
  • Hundreds of people are employed at above market wages and better than industry conditions. But, we had to seek government permission to run our own operation because of a lack of local understanding of product quality control and financial transparency. We’ve had much better experiences working with local people in other destinations around the world and prefer to operate within these partnerships.
  • We continue to improve, though....
  • And one of those ways to find even better ways to engage both the traveler and the local communities they visit in closer communication and interaction. The traveler feedback, along with input from our local offices, allows us to keep a close eye on the carrying capacity and authenticity of the experience. A great problem- allows us to develop more projects if there are too many people.
  • The vehicle - High-profile conference in Portland, September 2010, perfect for positioning this message with consumers and in the media
  • Marketing- We engage our distribution channels from the beginning. They are looking for ways to be ‘green’ and enter into the realm of sustainability, but you need to know that you have a viable product. Media- Once one of our initiatives has a solid base, we wrap our PR efforts around your sustainability work - it is the best avenue at the moment. Print- Storytelling about local people’s lives is the most compelling material for readers/prospects Social Media- Again, we’ve found storytelling about the intersection between local people’s lives and traveler’s lives where there have have been positive steps toward sustainable community development is one of the most effective ways to engage prospective travelers. People can relate to these stories and that pulls them in.
  • And if you get the mix right...
  • This allows you to further your message of supporting sustainability through strategic partnerships and global efforts to call attention to best practices in sustainable tourism, backed by such luminary organizations as the United Nations, and the Tourism Sustainability Council, and the well respected member organizations of that alliance.
  • La sostenibilidad turística en el diseño de productos: retos y beneficios.

    1. 1. • By 2020, the UN World Travel Organization predicts that annual international tourist volume will reach 1.6 billion (UNWTO,2008). • The Travel & Tourism industry is responsible for over 230 million jobs and over 10% of the gross domestic product worldwide, the globe’s largest. (WTTC, 2007). • 80% of money for all-inclusive package tours goes to airlines, hotels, and other international companies. (UNEP, 2005). • Of each $100 spent on a vacation tour by a tourist from a developed country, only around $5 stays in a developing country's economy (UNEP, 2008). <ul><li>THE FACTS </li></ul>
    2. 4. International Ecotourism Society Defines Ecotourism As “Responsible travel to natural areas that conserves the environment and improves the well-being of local people.”
    4. 10. <ul><li>Sustainable Tourism </li></ul><ul><li>Community Projects </li></ul><ul><li>Voluntourism </li></ul><ul><li>Outreach/Marketing </li></ul>
    5. 11. Redefining Sustainability...
    6. 12. Community Projects x + y = z Reducing Consumption lowers Operational Costs = Positive Economics (and a Win for the Environment) What’s Missing? The Social Aspect & Cultural Heritage Preservation Innovative Travel
    7. 13. Women’s Weaving Project
    8. 24. Greening the Supply-Chain Assisted in the process by Rainforest Alliance Agreement in place to assess all suppliers in Costa Rica against respected criteria for sustainability - Ecuador is Next! Sustainable Tourism
    9. 25. Voluntourism Voluntourism - Fastest growing segment of adventure travel - Extremely media-friendly - Commercially viable product line - Allows sustainability best practices to be seen in a profitable scenario - Engages travelers directly into the projects that many other travelers visit
    10. 26. The International Ecotourism Society Partnership and Conference Largest Ecotourism Organization in the World Founded in 1990 Responsible for the Term ‘Ecotourism’ 950 Member companies and Professionals 100,000 Member Travelers Gives Planeterra and Gap Adventures a Platform to Credibly Discuss Voluntourism - Ecotourism and Sustainable Tourism Conference in Portland September, 2010
    11. 28. Marketing & Outreach <ul><li>Marketing and Promotion </li></ul><ul><li>Storytelling in Promotional Materials </li></ul><ul><ul><ul><li>Print </li></ul></ul></ul><ul><ul><ul><li>Online </li></ul></ul></ul><ul><li>PR - most media friendly subject </li></ul><ul><li>Internal - Staff Retention </li></ul><ul><li>Staff looking for these values in a company </li></ul><ul><li>External/Internal Crossover </li></ul><ul><li>Social Media Bonanza </li></ul>
    12. 29. Marketing & Outreach
    13. 30. Planeterra - A Global Voice Voluntourism - Sustainable Community Development through Travel
    14. 32. Altruism