2013 Traveler Perspectives on Destinations and Sustainability

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At the 2013 World Travel Market (WTM), Sustainable Travel International (STI) partnered with MercuryCSC and several international travel destination marketing organizations (DMOs) to launch the Sustainable Destination Leadership Network.

The first global partnership of its kinds, the SDLN provides exclusive access to research, meaningful dialogue and collaboration, and global marketing expertise to travel destination decision makers.

Research has shown that consumers will pay more and expend more effort for "guilt-free consumption," and this includes being confident that the places they choose to travel are sustainable to the degree it is possible.

For more information on the SDLN, visit http://sustainabletravel.org/program/sustainable-destination-leadership-network/

To download a full-resoltuion version of these slides, visit http://mrcry.us/SDLN2013

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2013 Traveler Perspectives on Destinations and Sustainability

  1. 1. 2013 TRAVELER PERSPECTIVES ON DESTINATIONS AND SUSTAINABILITY WORLD TRAVEL MARKET NOVEMBER 5, 2013 1
  2. 2. OUR EXPERTISE WE CONNECT BRANDS TO GEOTRAVELERS— PEOPLE WHO VALUE TRAVEL, THE OUTDOORS AND SENSE OF PLACE. 2
  3. 3. AN INTEGRATED COMMUNICATIONS AGENCY RESEARCH AND INSIGHTS BRAND STRATEGY STRATEGIC PLANNING CONVERGED MEDIA CONTENT STRATEGY ADVERTISING PR + SOCIAL MEDIA DIGITAL + MOBILE FILM + VIDEO 3
  4. 4. 2013 TRAVELER PERSPECTIVES ON DESTINATIONS AND SUSTAINABILITY • • Directional quantitative snapshot and qualitative pulse Behaviors, perceptions, attitudes and habits of travelers who value the historic, cultural and environmental authenticity of places 4
  5. 5. A BROADER LOOK AT SUSTAINABILITY 5
  6. 6. WHERE WE'VE BEEN... • • • • Industrial Revolution Environmental awakening Globalization Pervasive technology 6
  7. 7. “When presented with the statement 'I feel guilty about the impact I have on the environment', 28% of global consumers scored themselves 4 or 5 (out of 5, with 5 being 'strongly agree').” —NATIONAL GEOGRAPHIC GREENDEX JULY 2012 7
  8. 8. WHERE WE'RE GOING... “Guilt-Free Consumption: A compelling answer to the current, epic quest for more aware, more ethical, more sustainable consumerism.” —TRENDWATCHING.COM NOVEMBER 2013 8
  9. 9. CONSUMER INSIGHTS 9
  10. 10. SUSTAINABILITY IS COMPLICATED 10
  11. 11. “I know a lot of places in Australia that are very committed to sustainability - using solar, composting everything - but we also know that the Great Barrier Reef is under serious threat of dying due to 'overtourism' and the impact on the eco system.” —ILENE RESEARCH PANELIST 11
  12. 12. SUSTAINABILITY IS NOT ALWAYS TANGIBLE 12
  13. 13. “Having visited many remote communities and farms, water is never wasted, food is homegrown, waste is composted...these basic issues are simply a way of life from one generation to the next.” —DOUG RESEARCH PANELIST 13
  14. 14. SUSTAINABILITY IS NOT A KEY PURCHASE CRITERIA 14
  15. 15. “I don't let the sustainability of a destination drive my decision. Once you're settled on where to go, it's good to learn a bit more about the practices of the place and the hotel.” —BARBARA RESEARCH PANELIST “I will not spend hours researching topics in regards to sustainability (of an upcoming destination) as that can be difficult and frustrating.” —LANE RESEARCH PANELIST 15
  16. 16. SUSTAINABILITY BECOMES MORE REAL AT THE SUPPLIER LEVEL... WITH CAVEATS 16
  17. 17. “Many hotels these days claim to be reducing their impact on the environment, but I don't know how honest they're being or how their actions actually have an impact.” —SEAN RESEARCH PANELIST 17
  18. 18. SUSTAINABILITY PRACTICES BEGIN AT HOME 18
  19. 19. “For me, sustainability is about being clever and mindful with my use of available resources, whether at home or away. I make every endeavor to live on the road as I do at home.” —DOUG RESEARCH PANELIST 19
  20. 20. THOUGHTS ON RESPONSIBILITY & CERTIFICATION 20
  21. 21. SUSTAINABILITY IS THE RESPONSIBILITY OF EVERYONE 21
  22. 22. “We all should play a part in being committed to sustainability. It is not up to just the destination managers. Government should set policies... businesses should maintain a commitment... individual citizens should also do their part.” —KATIE RESEARCH PANELIST 22
  23. 23. MOUNT HUANGSHAN, CHINA 23
  24. 24. SUSTAINABILITY CERTIFICATION IS COMPELLING 24
  25. 25. “There are a lot of certifications these days, and it gets confusing. But it does make an impression, even if you don't quite know what it means.” —BARBARA RESEARCH PANELIST 25
  26. 26.  ST. KITTS & NEVIS 26
  27. 27. KEY TAKEAWAYS 27
  28. 28. THEY WANT TO EXPERIENCE A DESTINATION LIKE A LOCAL 28
  29. 29. PORTLAND, OREGON U.S.A 29
  30. 30. DESTINATIONS MUST GO BEYOND THE BASICS 30
  31. 31. BERGEN, NORWAY Photo Credit: Nina Aldin Thune 31
  32. 32. TALKING ABOUT THE RESULTS IS MORE IMPACTFUL 32
  33. 33. OREGON COAST U.S.A 33
  34. 34. FINAL THOUGHTS 34
  35. 35. 2013 TRAVELER PERSPECTIVES ON DESTINATIONS AND SUSTAINABILITY • • • • Desire for guilt-free consumption An attractive place to live is an attractive place to visit Destination managers serve as guardians, facilitators Promote the benefits rather than the practices 35
  36. 36. THANK YOU Maclaren Latta Vice President of Consumer Insights maclaren.latta@mercurycsc.com Download this presentation at: http://mrcry.us/SDLN2013 36

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