Competitive Advantage Through Sustainability

  • 371 views
Uploaded on

Workshop presentation ran for meetings industry as part of Sustainable events Denmark program. looks at trends and case studies from around the world

Workshop presentation ran for meetings industry as part of Sustainable events Denmark program. looks at trends and case studies from around the world

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
371
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
9
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Achieving competitive advantage through sustainability Guy Bigwood - MCI Mikal Holt – Horesta Kristian Rødbro – Visit Aarhus 1
  • 2. Intro: Danish Sustainable Events InitiativeUse the 2012 Danish Presidency of the EU to inspire greater collaboration, innovation and sustainable development of the meetings industry. Position Denmark as the Global Thought Leader.
  • 3. DSEI Deliverables Community Portal Sustainability Awareness Report raising videos European ISO20121 Sustainability Conference Certification Training roadshow www.sustainableeventsdenmark.org
  • 4. This is Denmark
  • 5. GIVE YOU SOME PRACTICAL IDEAS ON HOW TO GAIN COMPETITIVE ADVANTAGE THROUGHSUSTAINABILITY?
  • 6. Objectives for today Inspire Share Learn Create BEST PRACTICES QUESTIONSIDEAS OBSTACLES 6
  • 7. Group MCI SustainabilitySustainability Services Director Trusted advisors to GOVERNMENTS ASSOCIATIONS DESTINATIONS (CVBs) CONVENTION CENTERS CERTIFICATION STANDARDS
  • 8. Who are youWhat’s yourexperienceworking withsustainability
  • 9. WORLD IS CHANGINGEconomic, social and environmentalsustainability is one of the defining issues ofour time
  • 10. RISKS!OPPORTUNITY INNOVATION!26-nov.-12 10
  • 11. Sustainability – GreenEconomy..$5.7 TrillionLow carbon and environmental services and productsmarket in 2015 (18% growth in 4 years)
  • 12. State of Meetings Sustainability:The Diagnosis
  • 13. MPI Research Study 1100 Suppliers and organisers interviewed 1200 delegates Representing 150 countries
  • 14. FRAGMENTATION 14
  • 15. Lack of Strategic Integration- 90% of meeting businesses say they are engaged in CSR activity, yet only 40 percent have a formal CSR policy- 60% percent of meeting businesses believe that customers expect them to be active in CSR 15
  • 16. Delegates Expect More70% delegates want to see CSRinformation on websites68% delegates would pay more for products thatare ethically and socially responsible50% of delegates want businesses to fileformal CSR reports 16
  • 17. 17
  • 18. Are CSR credentials important toyour clients when they are lookingfor new partner?50 % say its important or very important
  • 19. Agreement on the future80% companies predictincrease86% delegates predictincrease 19
  • 20. Clients driving changeWhy are these clients implementingsustainability into their meetings
  • 21. So why are these clients investing insustainable meetings? http://vimeo.com/50744987#at=0 21
  • 22. 22
  • 23. 23
  • 24. London 2012: First Sustainable Games
  • 25. EU PRESIDENCY CASE STUDY 100 meetings 3 locations 15000 participants First event certified to ISO20121See videoswww.sustainableeventsdenmark.org
  • 26. But doessustainabilitycost more?
  • 27. Oracle: Global Sustainability Program500,000
  • 28. Oracle: Year on Year Savings$1.5M
  • 29. Large events have easy ROI
  • 30. X Ray on state of standards… 30
  • 31. WHO HAS AN ECOCERTIFICATIONWhy?What is yourexperience?
  • 32. WHO HAS AN ECOCERTIFICATION
  • 33. Linking grøn udbud og efterspørgsel Mikal Holt Jensen Miljøkonsulent i HORESTA Sekretariatsleder for Green Key HOTEL, RESTAURANT & TURISTERHVERVET 33
  • 34. Grøn Turisme”Det er en god oplevelse at virksomheder begynder at interessere sig for samfunds- og miljømæssige forhold.” HOTEL, RESTAURANT & TURISTERHVERVET 34
  • 35. Grøn Turisme ”Jeg har slet ikke været opmærksom på, at jeg evt. kunne se hotellets grønne profil på nettet. Jeg har kun været glad, når jeg på hotelværelset har set, at de tænker på miljøet. Jeg vil holde øje med hotellernes grønne profil ved kommende bestillinger.” HOTEL, RESTAURANT & TURISTERHVERVET 35
  • 36. Grøn Turisme”Bor videst muligt på Scandic hotel, da jeg ved at de opfylder mine krav til økologiske vare samt andre forhold vedr. personale mm.” HOTEL, RESTAURANT & TURISTERHVERVET 36
  • 37. Grøn Turisme”Det er kun når hotellet reklamerer med fx miljøbevidsthed mm at jeg bliver obs på at stedet gør en ekstra indsats. Men klart noget jeg vil tænke over.” HOTEL, RESTAURANT & TURISTERHVERVET 37
  • 38. Grøn TurismeUndersøgelser fra:• VisitDenmark• Wonderful Copenhagen• Center for Kultur Analyse på KU• Udenlandske undersøgelser• Sinatur• KursusLex• Erhvervslivet• Forbrugerrådet• HORESTA HOTEL, RESTAURANT & TURISTERHVERVET 38
  • 39. Grøn TurismeHovedkonklusioner:• Efterspørgsel på grøn profil• Forudsætning• Flere villige til at betale mere• Især private, men også offentlige virksomheder, stiller miljøkrav• Fint med de miljøbesparende tiltag• God idé med et miljømærke HOTEL, RESTAURANT & TURISTERHVERVET 39
  • 40. Grøn TurismeErhvervsturister, 2011• A.P. Møller• Danisco• Den Danske Bank• Mannaz• Novozymes 40
  • 41. Grøn TurismeUdbud• Større rolle i EU• Statens hotel og konferenceudbud• Udenrigsministeriet, 2009 og 2012: COP15 og EU formandskab 41
  • 42. Grøn TurismeMiljøstyringssystemer• EMAS : EMAS er EU’s ordning fra 1993• ISO 14 001: Den internationale standard for miljøledelse fra 1996Miljømærker• Svanen, som er i Norden• EU Blomsten, som er i EU• Green Key, som er i over 35 lande• Miljøstyring light 42
  • 43. Grøn TurismeAndre initiativer• Go’ Energis kurveknækker (lukket)• Kommunale initiativer fx Københavns Grønne Erhverv• Energirådgivning fra virksomheder• Egne initiativer 43
  • 44. Grøn TurismeForbrugerombudsmandens vejledning• Undgå greenwashing• Ikke overdrive – god mavefornemmelse• Holde hvad man lover• Underbygge påstande• Dokumentation• Varsom med brug af målsætninger• Svanen og Blomsten er officielle miljømærker• Green Key alment anerkendt miljømærke 44
  • 45. Grøn TurismeUdbud• 25 % miljømærkede hoteller i DK (43 % værelser)• 46 % i København (64 %)• 15 % i Midtjylland (25 %)• 11 % i Nordjylland (18 %)• 73 % hoteller mærket med Green Key, 22 % med Svanen og 5 % med EU Blomsten• Siden 2008 mere end fordoblet• 6 konferencecentre 200 Bureau/Tourist bureau 180 160 140 Camping/Campsite 120 100 80 Feriecentre/Holiday 60 Center 40 Hotel- og 20 Kursuscenter/Hotel 0 2003 2006 2007 Apr/08 Dec/08 May/09 Sep/09 Dec/09 May/10 Dec/10 May/11 Sep/11 Mar/12 Sep/12 Konferencecenter uden overnatning 45
  • 46. Grøn TurismeUdbud vs. efterspørgsel:• Efterspørgsel efter grønne hotel og mødesteder• Udbud af grønne hotel og mødesteder• Link kan forbedres HOTEL, RESTAURANT & TURISTERHVERVET 46
  • 47. Grøn TurismeSynliggørelse:• Brande DK som en bæredygtig destination – COP15 – EU Formandskab – Fonden for Markedsføring af Danmark – København Miljøhovedstad i 2014• Nemt at finde• Nemt at forklare• Bedre markedsføring• Virksomheder synliggør indsat HOTEL, RESTAURANT & TURISTERHVERVET 47
  • 48. Grøn TurismeBooking hjemmesider:• Grønne virksomheder på Hotel.dk, www.danskekonferencer.dk (også regionale og lokale hjemmesider), Visitdenmark.dk, Kursuslex.dk, BW og snart Booking.com• Ikke pt. søges på Expedia.com, Hotels.com og TripAdvisor, men beskrives under de miljømærkede hoteller 48
  • 49. 49
  • 50. 50
  • 51. 51
  • 52. 52
  • 53. 53
  • 54. 54
  • 55. KeyMarketing - VærktøjskasseFormål• Synliggøre grønne profil• Ekstern promovering HOTEL, RESTAURANT & TURISTERHVERVET 55
  • 56. KeyMarketing - VærktøjskasseIndhold• Budskab, slogan og udformning• Målgrupper: Virksomheder og loyale kunder• Tilpasse materialet HOTEL, RESTAURANT & TURISTERHVERVET 56
  • 57. KeyMarketing - VærktøjskasseSlogan: Green Key – Green Dreams• Budskab: – Indsats ved valg – Ikke ud over opholdet – De kan bidrag 57
  • 58. KeyMarketing - VærktøjskasseSprog og tekst• Engelsk og dansk• Branchebegreber• Positive budskaber• Begrænse tekstomfang• Underbygge påstande• www.green-key.dk HOTEL, RESTAURANT & TURISTERHVERVET 58
  • 59. KeyMarketing - VærktøjskasseTrykt:• Værelsesmappe• Små opslag• Opslag (A4 og A3)• Salgsbreve• Pressemeddelelser• 5 gode grunde• Dokumentation HOTEL, RESTAURANT & TURISTERHVERVET 59
  • 60. KeyMarketing - VærktøjskasseOpslag 60
  • 61. KeyMarketing - VærktøjskasseElektronisk:• Velkomstskærm• Små bannere og logoer med slogan• Tekstforslag til hjemmeside• Tekst til Hotels.com, Expedia.com• Think before you print HOTEL, RESTAURANT & TURISTERHVERVET 61
  • 62. KeyMarketing - VærktøjskasseBanner 62
  • 63. Mere information… Spørgsmål vedrørende Green Key og mijø: – Mikal Holt Jensen – holt@horesta.dk – Tlf. 3524 8080 – www.horesta.dk – www.green-key.dk – www.green-key.org HOTEL, RESTAURANT & TURISTERHVERVET
  • 64. WHAT ARE THESUCCESS FACTORSFOR SUSTAINABILITY IN EVENTS?
  • 65. What is ISO 20121Process-based standard provides management framework for addressingsustainability within events Plan Do Check Act Continuous Improvement 65
  • 66. ISO20121What are the key characteristics of ISO 20121:• Incorporates a balanced approach to social, environmental and economic sustainability• Designed to be applied to any type of eventWho can use the standard• Event organizers• Venues• Destinations• Organizations and/or individuals in the supply chain 66
  • 67. ISO20121Who developed it?• Developed with assistance from over 30 countries and thousands of event and standards professionalsIs it certifiable?• Yes, eligible for 3rd party certificationWho is using it• Certified: London 2012 Olympics, Coca Cola, EU PresidencyHow much does it cost?• To buy the ISO 20121 Standard is 140CHF• Implementation cost depends on the scope 67
  • 68. WHAT CAN WE LEARN FROM OUR COMPETITORSOvation Summit 2012
  • 69. Destination and Association Consulting69
  • 70. Who is the healthiest of them all? 2012 Scandinavian Destination Sustainability Index 25 GOTHENBURG 20 HELSINKI OSLO MALMÖ STOCKHOLM TRONDHEIM COPENHAGEN 15 STAVANGER TAMPERESoftware AARHUS UPPSALA KARLSTAD ESPOO AALBORG 10 REYKJAVIK 5 TURKU 0 0 5 10 15 20 25 30 Hardware
  • 71. Destination Index Benchmarking Hardware Software Total Gothenburg 21 22 43 Uppsala 25 15 40 Copenhagen 22 16 38 Stockholm 21 17 38 Oslo 20 18 38 Malmö 18 19 37 Trondheim 21 16 37 Helsinki 15 20 35 Aalborg 21 12 33 Aarhus 19 14 33 Tampere 18 14 32 Karlstad 18 13 31 Stavanger 15 15 30 Reykjavik 19 8 27 Espoo 14 11 25 Turku 18 3 21
  • 72. Developing a strategic collaborative approach
  • 73. SO HOW DO WE GAIN COMPETITIVE ADVANTAGE THROUGHSUSTAINABILITY?
  • 74. Discussion: How do we increase ourcompetitive advantage?1. Clients: - How do we increase client demand for sustainable products? How do we communicate and sell our sustainability program as a team?2. Suppliers: - How do we manage indifference and resistance in the supply chain? How can we collectively make this simpler and easier?3. Employees: - How can we better engage and motivate our staff to improve our sustainability programs4. Community: - How can we collaborate more to improve local social and environmental issues. Examples, ideas?
  • 75. “The question of reaching sustainability is not about if we will have enough energy, enough food, or other tangible resources …
  • 76. The question is:will there be enough leadersin time?” Dr. Karl Henrik Robèrt, Founder The Natural Step
  • 77. 2020 Goal: ´Gothenburg will be the world´s leadingsustainable city ICCA Scandinavian Chapter: Twitter: #ICCASCAN
  • 78. Integrate into strategy Only 25% of CVBs have a publicly available sustainability policy
  • 79. We all need tobetter engageclients and helpthem be moresustainable
  • 80. COLLABORATION = SUCCESS
  • 81. Engagewith humourBe Positive
  • 82. Governance and Transparency 82
  • 83. THE END almost
  • 84. HOW WAS THE SESSIONFOR YOU?WHAT 2 IDEAS WILL YOU TAKE AWAY
  • 85. USE YOUR INFLUENCETO CREATE CHANGE?
  • 86. “The man who removes a mountain begins by carrying away small stones.” ~ Chinese Proverb 86
  • 87. Sustainableeventsdenmark.org
  • 88. For more info Guy.Bigwood@mci-group.comMCI Group Sustainability Directorwww.lessconversationmoreaction.com