Telling Your Sustainability Story4 June, 2013
Agenda1. Overview2. Sustainability Tools3. Good Practices and Case Studies4. Destination Trysil Opportunity
Overview
Sustainable Travel International’s mission is to help destinations,businesses and travelers develop innovative solutions t...
A Connector• Non-Profit Organization• Lead NGO partner for theGlobal Sustainable TourismCouncil• Fjord Norway part of GSTC...
Situation Analysis• Tourism represents nearly 10% of global GDP or US$6trillion.• In 2013, more than 1 billion people will...
Situation Analysis• Consumers now expect companies to bean active participant — if not a drivingforce — in solving the mos...
We Believe That…Travel changes lives.Preserving a sense of place is a competitive advantage.Tourism destinations should be...
We Believe That…Doing nothing is not a strategy.Collectively, we have all the answers.What’s required to succeed is a bold...
Sustainability Tools
Sustainable Travel InternationalApproach
Inside the Toolkit Assessments ActionPlanning Standards andCertificationPrograms SustainabilityMarketing
Toolkit Helps to make the term“sustainability” actionable Provides the informationneeded to understandpriorities and set...
Good PracticesAnd Case Studies
Success PillarsCommunicateCoordinateEngage
Communicate:SustainabilityStorySustainabilityStatementCriticalSuccessFactorsSMART GoalsCampaignStoriesTactics
Communicate:Sustainability Statement• Sustainability values and goals,which resonate and create arelationship with consume...
Communicate:Sustainability Statement• An internal statement ofdifferentiation and values• Helps inform decision making and...
Communicate:Sustainability Statement• Let go of old beliefs• Approach with fresh eyes• Statement of differentiation• Suppo...
Examples Around The World
NamibiaThe most compellingwildlife conservationstory ever told.Reasons to Believe:• 42% of Namibia isunder communalconserv...
NamibiaCampaign: 42%Stories and Tactics:• PR, media focused on wildlife,adventure• 42% collateral designed for privatesect...
OregonSustainability Promise:Pioneers in authenticity and sustainablebusiness practices.Reasons to Believe:• Promotion of ...
OregonMessaging and tactics arefocused on “high yield,experience-hungrytravelers who are likely tobe receptive to the trav...
Phoenix Convention Center• Silver LEED CertifiedConvention Center inPhoenix, AZ• Improved localsourcing of food, up to51%•...
Coordinate: Good Practices• ProductDevelopment ISMarketing!• Private-publicpartnership andcollaboration
Jordan Tourism Board• FAM trips with existing partnersfocused on sustainability andsustainable product• Expedia campaign d...
Cliffs of Moher• Popular natural attraction• Responsible efforts communicatedvia website, collateral, PR,educational signa...
Mexico’s New Image• Better sentiment• Improved mediacoverage• Attracted a widertourism audience• Motivated newvisitors
ChileTraveler-Generated Videos
Coordinate: Good Practices• Industry Relationships• Research the Market• Storytelling• Triple bottom line• Challenge conce...
Engage:Sharing The Story• Operations• Guest Experience• Employee Inspiration• Marketing Materials
Engage:Keys to Success4 C’s….• Consistent (touch points before,during, and after visit)• Concrete (don’t just talk aboutit...
Engage:Keys to Success2 T’s• True (sustainability =authentic, verifiable)• Track success viaindicators!How do you know if ...
Melia Hotel Lanzarote• InnovativeSustainabilityRewardsProgram• Cost Savingsand BrandLoyalty• Destination alsoworking on ne...
Carbon Offset Programs
The Ritz-Carlton• Give-back programs that benefit hungerand poverty relief, disadvantaged childrenand environmental conser...
Asilia Africa• Eco-friendly lodge, camp and safari company in Africa• Website links to sustainable accomplishments andcert...
Sonnenalp Resort:Vail, Colorado• Weekly newsletterdistributed to guests withup-to-the-minute results• “Living Well” Packag...
Engage: Action Plan• Operational Changes/Improvements• Guest Experience (Before, During,After)• Employee Inspiration• Mark...
Destination Trysil
CommunicateUtilize sustainable destination mark to evolve the brand and createSustainability Stories that resonate
CoordinateCollaborate with allstakeholders on systemsthat enable creativemarketing and consistentstory-telling
Engage• Develop an actionplan• Focus on experience• Tell the Story!
Thank You!jeremys@sustainabletravel.orghttp://sustainabletravel.org@STI_travel
Trysilkonferansen 2013 - 9 - Jeremy Sampson
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Trysilkonferansen 2013 - 9 - Jeremy Sampson

  1. 1. Telling Your Sustainability Story4 June, 2013
  2. 2. Agenda1. Overview2. Sustainability Tools3. Good Practices and Case Studies4. Destination Trysil Opportunity
  3. 3. Overview
  4. 4. Sustainable Travel International’s mission is to help destinations,businesses and travelers develop innovative solutions that protect theenvironment, adapt to climate change, maintain sense of place, andgenerate economic benefits.Leave the World a Better Place®Our Mission
  5. 5. A Connector• Non-Profit Organization• Lead NGO partner for theGlobal Sustainable TourismCouncil• Fjord Norway part of GSTC’sEarly Adopter program todefine destination criteria• Sustainability partner forInnovation Norway
  6. 6. Situation Analysis• Tourism represents nearly 10% of global GDP or US$6trillion.• In 2013, more than 1 billion people will travel internationally.This number is growing at 4% per year.• A sizable portion of this travel will occur in some of themost fragile ecosystems and communities remaining onthe planetLeave the World a Better Place®
  7. 7. Situation Analysis• Consumers now expect companies to bean active participant — if not a drivingforce — in solving the most pressingsocial and environmental issues.• 65% of corporate travel executivesresponsible for more than $10 million inannual travel budgets are in variousstages of implementing ‘green’business‐travel guidelines• Consumers are increasingly taking intoaccount a destination’s reputation forsocial and environment responsibilitywhen they make their travel choices.
  8. 8. We Believe That…Travel changes lives.Preserving a sense of place is a competitive advantage.Tourism destinations should be great places to both visit and live.Sustainability is a journey, not a destination.Being sustainable does not guarantee success, but being unsustainableguarantees failure.
  9. 9. We Believe That…Doing nothing is not a strategy.Collectively, we have all the answers.What’s required to succeed is a bold new approach, which combines themission, purpose and transparency of an NGO with the business acumen andexpertise of the private sector. This is Sustainable Travel International.
  10. 10. Sustainability Tools
  11. 11. Sustainable Travel InternationalApproach
  12. 12. Inside the Toolkit Assessments ActionPlanning Standards andCertificationPrograms SustainabilityMarketing
  13. 13. Toolkit Helps to make the term“sustainability” actionable Provides the informationneeded to understandpriorities and set goals Focus on good practices Provides a solidfoundation forSustainability Story
  14. 14. Good PracticesAnd Case Studies
  15. 15. Success PillarsCommunicateCoordinateEngage
  16. 16. Communicate:SustainabilityStorySustainabilityStatementCriticalSuccessFactorsSMART GoalsCampaignStoriesTactics
  17. 17. Communicate:Sustainability Statement• Sustainability values and goals,which resonate and create arelationship with consumers.• Satisfies a need and makes onewant to buy, support, or alignoneself with your product orservice
  18. 18. Communicate:Sustainability Statement• An internal statement ofdifferentiation and values• Helps inform decision making andresource allocation• Supports long-term vision• Can be aspirational
  19. 19. Communicate:Sustainability Statement• Let go of old beliefs• Approach with fresh eyes• Statement of differentiation• Support with “Reasons to Believe”
  20. 20. Examples Around The World
  21. 21. NamibiaThe most compellingwildlife conservationstory ever told.Reasons to Believe:• 42% of Namibia isunder communalconservancy protection• Most tourism productsare community basedand sustainable
  22. 22. NamibiaCampaign: 42%Stories and Tactics:• PR, media focused on wildlife,adventure• 42% collateral designed for privatesector• Education programs for outboundpartnersResults:• Tour operators reporting increasedadventure travel and curiousconservationist business• 2013 Adventure Travel World Summit
  23. 23. OregonSustainability Promise:Pioneers in authenticity and sustainablebusiness practices.Reasons to Believe:• Promotion of good practices throughSustainable Business Challenge• Oregon Travel Philanthropy Fund,incentive for certification• Numerous authentic products• bike tours, EV itineraries, beer andwine, outdoor adventureCampaign:• Travel Oregon Forever sub-brand
  24. 24. OregonMessaging and tactics arefocused on “high yield,experience-hungrytravelers who are likely tobe receptive to the travelproduct that is available inOregon.”
  25. 25. Phoenix Convention Center• Silver LEED CertifiedConvention Center inPhoenix, AZ• Improved localsourcing of food, up to51%• Story-telling focusedon core sustainabilitycause re-framedexpectations
  26. 26. Coordinate: Good Practices• ProductDevelopment ISMarketing!• Private-publicpartnership andcollaboration
  27. 27. Jordan Tourism Board• FAM trips with existing partnersfocused on sustainability andsustainable product• Expedia campaign demonstratedsuccess of public-privateventure.
  28. 28. Cliffs of Moher• Popular natural attraction• Responsible efforts communicatedvia website, collateral, PR,educational signage• Cooperative marketing with like-minded businesses focused onSustainability Story to help thedestination increase visitors
  29. 29. Mexico’s New Image• Better sentiment• Improved mediacoverage• Attracted a widertourism audience• Motivated newvisitors
  30. 30. ChileTraveler-Generated Videos
  31. 31. Coordinate: Good Practices• Industry Relationships• Research the Market• Storytelling• Triple bottom line• Challenge conceptionsand reframe tourismassets in the mind of theconsumer
  32. 32. Engage:Sharing The Story• Operations• Guest Experience• Employee Inspiration• Marketing Materials
  33. 33. Engage:Keys to Success4 C’s….• Consistent (touch points before,during, and after visit)• Concrete (don’t just talk aboutit…)• Compelling (sells travel,generates goodwill)• Calls to action
  34. 34. Engage:Keys to Success2 T’s• True (sustainability =authentic, verifiable)• Track success viaindicators!How do you know if yourefforts are working?
  35. 35. Melia Hotel Lanzarote• InnovativeSustainabilityRewardsProgram• Cost Savingsand BrandLoyalty• Destination alsoworking on newways to sharesuccess
  36. 36. Carbon Offset Programs
  37. 37. The Ritz-Carlton• Give-back programs that benefit hungerand poverty relief, disadvantaged childrenand environmental conservation• Guests participate in half-dayvoluntourism experiences• Branded, dedicated website, collateraland public relations efforts• Resulted in dozens of press hits, socialmedia impressions and personal stories• Conde Nast World Savers Award 2012
  38. 38. Asilia Africa• Eco-friendly lodge, camp and safari company in Africa• Website links to sustainable accomplishments andcertifications on homepage with detailed information• Guest experience integration• Generated press coverage, awards, and reputation inthe right market
  39. 39. Sonnenalp Resort:Vail, Colorado• Weekly newsletterdistributed to guests withup-to-the-minute results• “Living Well” Packagegenerates additionalrevenue for company andfoundation• Customers regularly maketheir own contributionsand offset carbonemissions
  40. 40. Engage: Action Plan• Operational Changes/Improvements• Guest Experience (Before, During,After)• Employee Inspiration• Marketing Materials
  41. 41. Destination Trysil
  42. 42. CommunicateUtilize sustainable destination mark to evolve the brand and createSustainability Stories that resonate
  43. 43. CoordinateCollaborate with allstakeholders on systemsthat enable creativemarketing and consistentstory-telling
  44. 44. Engage• Develop an actionplan• Focus on experience• Tell the Story!
  45. 45. Thank You!jeremys@sustainabletravel.orghttp://sustainabletravel.org@STI_travel

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