Justin Frances, Responsible travel

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Justin Frances, Responsible travel

  1. 1. Sustainable Tourism Røros Justin Francis
  2. 2. Responsible Tourism Awards• Founded 2004• Global• 2000+ nominations/yr• The toughest to win• Congratulations Røros!
  3. 3. Why Røros?• Hospitality and “Local Knowledge” program. Over 90 businesses and 350 people have so far enrolled and the first companies have completed the programme• Sustainable business development programme available to its 175 member businesses• Local food safari’s with local food guides educated by Destination Røros promoting local food from 28 local producers as well as the summer mountain farms• 25 students from the University NTNU in Trondheim have been involved in designing new sustainable waste systems• Role in maintaining the charter winter market (Rørosmartnan[2]) which dates back to 1853 and which plays an important part in maintaining the local culture [2] www.rorosmartnan.no
  4. 4. My inspiration
  5. 5. In numbers• Founded 2000• Holidays sold worth £72,365,243• 638,681 total booking enquiries• 350,000 monthly visitors• Database of 150,000 people who’ve booked or enquired• Work with 20 destinations as part of our Destination Partnership scheme 7
  6. 6. The market
  7. 7. Staggering growth in a world of finite resources
  8. 8. Underlying the market is a growing polarisation in the holidaymaker mind-set between security, luxury and convenience on the one hand and freedom, independence and authenticity on the other Mintel Oxygen Reports July 2011 Mintel Oxygen Reports July 2011
  9. 9. Package holiday market shareHistoric 90%2003 47%2009 38%2010 39%Tourism niches + DIY travel = the new mainstream Mintel Oxygen Reports July 2011
  10. 10. What’s changing..• EFM is becoming as important than VFM • Experience for money vs. value for money• We are seeing experience inflation • What seemed a big experience 10 years ago is not now • The family who went to a resort in Spain then now want to kayak or ride ponies 13
  11. 11. What’s changing..“The post 2nd World War atmosphere of selective austerity, deferred desire and earned pleasure, sustainability vs. waste, a yearning for connection and contact, is recognisable once more” Robert MacFarlane
  12. 12. Why destination differentiation matters more than ever
  13. 13. A dramatic shift of power from industry to the client
  14. 14. Commodity – undifferentiated – tourism
  15. 15. What does all this mean?• Huge downward pressure on price in commodity sector• The power is with the client• Anyone competing heavily on price alone will be found out in seconds unless you are the cheapest globally• The market has polarised – All the growth is coming from niches + DIY not package tourismDifferentiating destinations and products is more vital than ever
  16. 16. The new reality of travel Cheaper Shorter Closer to home SPLIT HOTELSUnless you offer something really special..
  17. 17. What is responsible tourism?
  18. 18. 1950s to 1970s The circle of destruction - Discover - Develop - Exploit - Move on…
  19. 19. Early ecotourism
  20. 20. Impacts of tourismNot just on wildlife and environments but also on local people and their cultures
  21. 21. Tourists must leave behind more than footprintsTourism and the travel industry “is essentially the rentingout for short-term rent, of other people’s environments,whether that is a coastline, a city, a mountain range Lord Marshall, British Airways Tourism must also create jobs and support the ways of life and culture of local people
  22. 22. Responsible Responsible tourismMore authentic experiences that create better places to live in and to visit 26
  23. 23. Designing responsible tourism• Responsible tourism is CO-CREATED... – In partnership with local communities and Government – Built around their ideas, local knowledge and experience – Built around their home, culture and ways of life – Utilising local guides, local service providers, foods, traditions.. – To provide access and support for the conservation cultural and natural heritage..• Responsible tourism provides more AUTHENTIC experiences
  24. 24. AuthenticityTruthful, Original, Genuine, Sincere, Authentic, Real
  25. 25. Authentic vs. commodity• Authentic • Commoditised – Genuine – Culture changed for tourist – Real consumption – Honest – Sometimes its original – Truthful meaning can be lost Places that see themselves through the eyes of tourists are lost..
  26. 26. How important is responsibility in travel decisions?
  27. 27. Responsible tourism• No research ever published has found social/environmental impacts to be the most important factor in choosing a holiday• The right product and the right price is always more important• Every week I am approached by a failed green tourism business that does not understand this
  28. 28. Will people pay extra for eco? In my view few people will pay extra to ensure local communities and environments are protected They will pay extra more for better, richer and more authentic experiences – which responsible tourism does offer
  29. 29. Who is the customer?
  30. 30. How marketing is changing
  31. 31. Media trends• The internet is the most popular resource for planning/booking – 86% of affluent travellers use the internet – 79% of all leisure travellers use the internet• Peer reviews – providing independent – increasingly important• Word of mouth recommendation is the second most popular – You can’t inspect the holiday product before you buy it – Unusually the consumer travels to the product – Recommendation from a friend who has been fills the void• Social media - increasingly important way word of mouth spreads
  32. 32. The back story• The ‘back-story’ of products is becoming more important – Who made it? – How did they make it? – With what impact on the environment and local community?• Leading marketers are exploiting this…• Re-connecting people who buy with people who make things..
  33. 33. Back story – Wholefoods NYC
  34. 34. Telling the ‘back story’ behind products..
  35. 35. Telling the ‘back story’
  36. 36. Telling the ‘back story’
  37. 37. Destination Partner Programmes – Destination Guides
  38. 38. Tips for communicating responsible tourism
  39. 39. The buying cycle...
  40. 40. Marketers seeking earlier influence in buying cyclethrough social media and community ...
  41. 41. In summary
  42. 42. Responsible tourismMarketing trends Responsible tourismDeeper experiencesTells the back story of how products & experiences are madeRe-connect consumers with local people & communitiesAuthenticityConnection & contactSustainability vs. wasteLocal & locally distinctive
  43. 43. And we get to make the world a better place!
  44. 44. FREE marketing on responsibletravel.com• Accommodations only• Build your own page on the site• No fee of any kind
  45. 45. Thank youJustin@responsibletravel.com

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