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Building an Iconic Destination That Inspires and Endures


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Shows how the three change drivers - technology, values and biophysical reality are inter weaving and necessitating a new approach to destination marketing and management. Hosts must wake up and become community change agents

Published in: Business

Building an Iconic Destination That Inspires and Endures

  1. 1. Building an Iconic Destination That Inspires and Endures Anna Pollock, Founder, Conscious Travel
  2. 2. Thanks for having me back!
  3. 3. Come to the edge.We cant.Were afraid.Come to the edge.We cant. We will fall!Come to the edge.And they came.And he pushed them.And they flew
  4. 4. Why??Breakdown or Breakthrough?Tourism is the biggest connecting activity on the planetTravel & Tourism has a unique role to play in helpingus breakthroughTourism will either be part of the solution or part of theproblem 4
  5. 5. Accelerated ConsumptionTHE PERFECT STORM Climate Change Energy & Fuel Material Resource Scarcity Food scarcity Water Scarcity Ecosystem Decline Disparate Prosperity Government Debt Lack of Global Governance Political Instability Pandemics
  6. 6. The State We’re In
  7. 7. What the Graph Doesn’t Show Volatility Net revenues Net benefits Spending per capita DIMINISHING RETURNS Value retention in the host community Productivity (yield per employee) 90% + of demand factors CONCENTRATION OF outside of the control of WEALTH anyone in tourism 7
  8. 8. Can we handle another 400 million tourists in just 8 years? How will we handle congestion? How will we handle waste? How will we handle emissions? Protest Sign Erected by Young Balinese How will we manage our thirst for water The Queue to Climb Everest Source: Guardian Source: ABC They Paved Paradise and land? How will avoid residents’ backlash? How will we protect vulnerable people and cultures? The Island Where Tourist Garbage is Stored in the Maldives Source: China Daily Source: Daily Mail• see: Can Tourism Change its Operating Model?
  9. 9. The State We’re In Tourism now supports 1 billion international trips a year It can produce income, economic growth, jobs, foreign exchange, conserve wildlife, preserve cultures..but it doesn’t always Are we at a tipping point? Metaphorically speaking, we’re about to experience a tourism tsunami + galeforce winds + earthquake Will the tourism capsule hold out?
  10. 10. “We have tocontinually bejumping off cliffsand developing ourwings on the waydown.”Kurt Vonnegut 10
  11. 11. when youre at the edge, you have to go forward or backward; if you go forward, you have to jumptogether….. Yo Yo Ma
  12. 12. Location for the Next Executive Meeting of TOTA?
  13. 13. The three drivers of changeTheir inter-relationships and impactTOTA’s opportunity to continue to leadIntroduce Conscious Travel
  14. 14. Connectivity Values Cost & Opportunity 14
  15. 15. Technology shifted the balance ofpower“I” AM the Author Journalist Film maker Reviewer Marketer Intermediary LEADER
  16. 16. Me-centred universe
  17. 17. do you have wifi?
  18. 18. Biophysical Realities
  19. 19. Business is Getting the Message “ population growth, exploitation of natural resources, climate change and other factors are putting the world on a development trajectory that is not sustainable…if we fail to alter our patterns of production and consumption, things will begin to go badly wrong” 24
  20. 20. Costs and Risk to Increase “ The resources on which businesses rely will become more difficult to access and more costly. There will be an increasing strain on infrastructure and natural systems as patterns of economic growth and wealth change. Physical assets and supply chains will be affected by the unpredictable results of a warming world” 25
  21. 21. Opportunities Also “ the bold, the visionary and the innovative recognise that what is good for people and the planet will also be good for the long-term bottom line and shareholder value…  competitive advantage can be carved out of emerging risk.” 26
  22. 22.  To keep below 2 degrees Celsius we’ll now have to reduce carbon emissions by 5.1% per year. Between 2000 and 2011 we’ve achieved reductions of just 0.8% per year. 27
  23. 23. Concur with UNSecretary General thatcurrent growth model is aform of “suicide pact”Promoting concept ofZeronauts working onZero Impact; Zero Wastesector by sector 28
  24. 24. 29
  25. 25. Is there a Value Shift?
  26. 26. The NEW Consumer 31
  27. 27. New Consumers still want MORE, but theyare defining that differently.Now they seek more meaning, more deeplyfelt connections, more substance, more controland a greater sense of purpose. 32
  28. 28. The Conscious Consumer Report, 2009, BBMG 34
  29. 29. DOING GOOD IS GOOD FOR BUSINESS: 2012 •66% of consumers would prefer to buy products from companies that give back to society •62% would prefer to work for such companies •59% would prefer to invest in such companies •46% would be willing to pay extra for products and services from these companies 35
  31. 31. Consumers Ahead of Marketers
  32. 32. Economic Disparity – Erosion of the Middle Class
  33. 33. How do these change drivers interact? ?
  34. 34. What’s this leading to?Panic + Innovation Vertigo
  35. 35. 42
  36. 36. 1. Companies are Valued Differently Now Connectivity + Content = Transparency = Competition (downward pressure on prices) = Need for innovation = Need for Talent = Importance of Reputation = Need for Authenticity 43
  37. 37. 2. The Humanisation of BusinessYou cannot control your brandYour brand emerges as the outer expressionof your values and beliefs
  38. 38. 4. What CEO’s Most Focus On
  39. 39. 3. Purpose Must Precede Profit 46
  40. 40. 3. Purpose & BehaviourSource: Richard Barrett – The Values Centre 47
  41. 41. Impact on Business RE-THINKING CAPITALISM
  42. 42. CONSCIOUS CAPITALISTS •Whole Foods •Southwest Airlines •Zappos •The Container Store •Google •Amazon •Joie de Vivre
  43. 43. 4. How CEO’s are Re-organising
  44. 44. 4. The characteristics CEO seek fromemployees
  45. 45. So TOTA if you really want to:•Fly!•Stand out•Lead not follow•Create best practice not copy it•And become iconic….you will…….
  46. 46. 1. Define Success Differently•Better not necessarily bigger•Resilient•Vitality•Agility•Capacity to Innovate•Capacity to Stand Out•Zero impact
  47. 47. 2. Measure Success Differently•Net benefit to whole community•Net promoter score (NPS)
  48. 48. 3. Change the Operating Model from
  49. 49. To: © Anna Pollock, Conscious Travel
  50. 50. NEW MODEL Plenty enough, sufficiency implicit a sense of limits adequate - don’t need more implies that multiple Plenty stakeholders benefit focus on quality not quantity “wellth” and happiness vs wealth
  51. 51. NEW MODEL People encounters People relationship trust transactions only Plenty occur if trust is present BODY, MIND, HEART & SOUL Individual 59
  52. 52. NEW MODEL Place each place is unique People unique places sustain value Personality of Place Plenty Living Presence - essence, spirit, soul Indigenous people Place understand places are sacred
  53. 53. 61
  54. 54. NEW MODEL Purpose what’s the higher purpose of the business? People why should employees bring Purpose their whole selves to work? Plenty people seeking meaning conscious travellers seeking Place to be changed Higher purpose ignites Passion 62
  55. 55. NEW MODEL Pull power shifted to guest People challenge is to attract Purpose to be magnetic you have to be clear about who you are Plenty and send out strong signals Pull you need to master Place social technologies and media in order to sustain relationships and build trust 63
  56. 56. NEW MODEL Protection Hosts must become proactive champions & custodians People Compliance and CSR Protection Purpose programs not enough Plenty “Licence to Operate” will depend on minimal (preferable Pull zero) footprint Plac e 64
  57. 57. NEW MODEL Pace help guests learn the art of living People rediscover what it means to be a Protection Purpose human being not a human doing Plenty learn to savour & Pace satiate the senses Pull increase length of Place stay and spend 65
  58. 58. NEW MODEL •Encounters & relationships before transactions •PLACES before products People •PURPOSE & PASSION driveProtection Purpose Profit Plenty •PROTECTION = zero impact & rejuvenation Pace Pull •PULL as in attract & support not Place Push PACE as in SLOW & SAVOUR 66
  59. 59. Conscious Travel is A Mindset A Movement A creative e-learning programThere is no single blueprint on a shelf; noinstantly available “how to manual” It’s up toyou-us to create them 67
  60. 60. Conscious Travel • Hosts • Values-based Learning Program • Connectivity • Participation & Support 68
  61. 61. Conscious Travel
  62. 62. Imagine......a network of host communitieseach exploring how to delivernet benefits from tourism,a good living for people,and transformativeexperiences for guestseach intheir own way? 70
  63. 63. In the same way that cells combine to form different organs of thebody, so will the collective output of these cells combine to createa new organic, ecological form of tourism -one that isenvironmentally sustainable, socially just andspiritually fulfilling
  64. 64. Do please send comments and feedback