Conscious TravelPresentation in Quito, September 10, 2012     reaching the peak one conscious host at a time              ...
INTRODUCTION         Background             Passion            Purpose     www.linkedin.com/in/annapollock  www.conscioust...
Visionto create learning communities of conscious hosts who work together to                      generate above average p...
Why??             Breakdown or Breakthrough?Tourism is the biggest connecting activity on the planet Travel & Tourism has ...
FOUR KEY ASSUMPTIONS
The dominant model (industrial tourism)no longer works
The dominant model (industrial tourism)no longer worksA mindset shift is essential
AThe dominant model (industrial tourism)                                          Change can’t & won’t come form the topno...
AThe dominant model (industrial tourism)                                          Change can’t & won’t come from the topno...
Mass Industrial Tourism Started with          Great Promise
But Is Now Producing a Different Reality
Industrial Tourism Grew Up In the Age of the Automobile &                      Mass Everything   It borrowed its operating...
Based on Assembly Lines, Specialisation & HierarchiesFocus: efficiency & productivity - producing more for less
Standardisation, Order, PlanningEconomies of Scale - consolidation, vertical integration
Based on a mindset of boxes and lines
The Hotel Box
In summary, this is a box that....          Productizes          Standardizes         Homogenizes         Commoditizes
Success?
Mass Industrial Tourism Hangs on the Edge                         Tourism now supports 1 billion                         i...
Mass Industrial Tourism Hangs on the Edge                        Industrial tourism is producing                        di...
Can we handle another 400 million tourists in just 8 years?How will we handle congestion?How will we handle waste?How will...
Does Industrial Tourism work for Providers?Do any of these issues apply to you?•declining margins,•greater income volatili...
Is this you?in short, I bet many ofyou are working harderthan ever before andmaking less return.Do you ever feel like theh...
A Mindset Shift Is Essential•we need to think differently•see “Changing the Dream - WhyMindsets really, really matter!”•se...
A worldview or mindset acts like a lensThese lenses are made up of the values beliefs and assumptions that we use tomake s...
Mindsets Are Already Shifting•many customers are thinkingdifferently•emergence of the conscienceconsumer•On average just u...
Mindsets Are Already Shifting•other businesses are thinkingdifferently”•growth in “conscious business” and“conscious leade...
Change Can’t and Won’t Come from the Top;     real change will come from below  Never doubt that a small group of thoughtf...
change is not just     desirable  it’s inevitable        30
Tourism is Human System     Embedded in aBiological-Physical System          31
when our values and    beliefs changeso does everything else           32
Where have we come from?     OLD MODEL           33
Tourism Through an Industrial LensGuests are segments to be targeted and the prize is share of walletBoth parties (consume...
surely there has to be a      better way?            35
Welcome Signs of Change
something new is emerging
blaze a trail and leavebreadcrumbs or markers          38
NEW MODEL  MODEL                   Plenty            enough, sufficiency            implicit a sense of            limits ...
NEW MODEL  MODEL                    People            encounters   People   relationship            trust            trans...
NEW MODEL  MODEL            Place            each place is unique   People            unique places sustain            val...
42
NEW MODEL  MODEL                            Purpose                      what’s the higher                      purpose of...
NEW MODEL  MODEL                        Pull                      power shifted to guest   People                      cha...
NEW MODEL           MODEL                     Protection                                Hosts must become                 ...
NEW MODEL           MODEL                       Pace                                help guests learn the                 ...
Ecuador: The firstConscious Travel Destination            47
NEW MODEL                                     •Encounters & relationships before                                     trans...
How Do We Midwife This Birth?                          A Mindset                          A Movement                      ...
Four Key Elements• People• Program• Platform• Participation & Support                  50
peer to peercollaboration                           curiosity                         self-direction                 commi...
12 Step Transformation Programcore 12 step                              Conscious Host program                11. Communit...
Four Key Elements                  peer to peer                  collaboration                   Community    12 Step     ...
Roles & ResponsibilitiesConscious Travel will supply        resources Participants will determinepriorities, projects, met...
Imagine...... a network of host communitieseach exploring how to deliver net      benefits from tourism,     a good living...
In the same way that cells combine to form different organs of thebody, so will the collective output of these cells combi...
End of PART TWOPlease view Part Three: Steps towards Making Conscious Travel a Reality             Do please send comments...
Presentation on Conscious Travel to Ministry of Tourism, Ecuador
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Presentation on Conscious Travel to Ministry of Tourism, Ecuador

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Outlines the what, why and how of Conscious Travel as a movement, concept and collaborative learning and change agency. Presents the new "7 Ps" of an alternative tourism model to mass industrial tourism whose outcome of Plenty is achieved by a focus on People, Place, Purpose, Pull Marketing, Protection (resource conservation & rejuvenation) and Pace - the art of slow.

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  • Gut-gripping stuff. Thanx for your dedication to this cause.When I read about roads/rail through the Serengeti here in Africa I weep.We need more warriors like you here.
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  • Fantastic Anne. You have been an inspiration and a visionary since I met you in Vancouver over 20 years ago. I would be interested in exchanging perspectives and views regarding business models for traditional rural communities in countries such as Ecuador, Colombia.
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  • This presentation is fantastic Anna - the progress made from our last discussion to this is outstanding. I would love to discuss with you the progress I have made with my PhD research and how relevant your work is to my approach towards searching for an alternative model. Does an industry model of tourism based on Westminster ideology suit an indigenous (Maori) environment? I don't think so!!!!
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  • Thanks so much Ron - your support and encouragement means much to me. And you're right - given that I decided to devote myself exclusively to helping change the model in response to the charge of an Ashuar shaman to 'change the dream of the north,' I couldn't think of a more appropriate place to lay it all out...
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  • It took 40 years to grow tourism to 400 million international trips -1990 It took another 22 years to hit the 1 billion milestone = we would have been at that milestone in 2010 if an inconvenient truth of the financial kind hadn’t happened And the UNWTO are now confidently forecasting or is it projecting another 400 million to occur over the next 8 years
  • Presentation on Conscious Travel to Ministry of Tourism, Ecuador

    1. 1. Conscious TravelPresentation in Quito, September 10, 2012 reaching the peak one conscious host at a time 1
    2. 2. INTRODUCTION Background Passion Purpose www.linkedin.com/in/annapollock www.conscioustourism.wordpress.com Anna Pollockhttps://www.facebook.com/ConsciousTravel strategist www.slideshare.net/AnnaP educator change agent visionary
    3. 3. Visionto create learning communities of conscious hosts who work together to generate above average profits, deliver higher net benefit from tourism to their communities, while increasing their resilience and stability and..... 3
    4. 4. Why?? Breakdown or Breakthrough?Tourism is the biggest connecting activity on the planet Travel & Tourism has a unique role to play in helping us breakthroughTourism will either be part of the solution or part of the problem 5
    5. 5. FOUR KEY ASSUMPTIONS
    6. 6. The dominant model (industrial tourism)no longer works
    7. 7. The dominant model (industrial tourism)no longer worksA mindset shift is essential
    8. 8. AThe dominant model (industrial tourism) Change can’t & won’t come form the topno longer works A mindset shift is essential
    9. 9. AThe dominant model (industrial tourism) Change can’t & won’t come from the topno longer works Change will emerge from action-oriented A mindset shift is essential learning communities
    10. 10. Mass Industrial Tourism Started with Great Promise
    11. 11. But Is Now Producing a Different Reality
    12. 12. Industrial Tourism Grew Up In the Age of the Automobile & Mass Everything It borrowed its operating model from manufacturing
    13. 13. Based on Assembly Lines, Specialisation & HierarchiesFocus: efficiency & productivity - producing more for less
    14. 14. Standardisation, Order, PlanningEconomies of Scale - consolidation, vertical integration
    15. 15. Based on a mindset of boxes and lines
    16. 16. The Hotel Box
    17. 17. In summary, this is a box that.... Productizes Standardizes Homogenizes Commoditizes
    18. 18. Success?
    19. 19. Mass Industrial Tourism Hangs on the Edge 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?
    20. 20. Mass Industrial Tourism Hangs on the Edge Industrial tourism is producing diminishing returns for nearly everybody This graph shows the fate of individual destinations - could it apply to industrial tourism as a whole? Are we at the inflection point? If yields decline industrial tourism can only succeed by growing in volume
    21. 21. 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 BalineseHow will we manage our thirst for water The Queue to Climb Everest Source: Guardian Source: ABC They Paved Paradiseand land?How will avoid residents’ backlash?How will we protect vulnerable people andcultures? The Island Where Tourist Garbage is Stored in the Maldives Source: China Daily Source: Daily Mail• see: Can Tourism Change its Operating Model?
    22. 22. Does Industrial Tourism work for Providers?Do any of these issues apply to you?•declining margins,•greater income volatility,•increased risk,•more regulation,•higher input costs (energy, food, supplies),•disengaged employees,•more complexity - especially marketing, and•often more demanding guests
    23. 23. Is this you?in short, I bet many ofyou are working harderthan ever before andmaking less return.Do you ever feel like thehamster on his treadmill?
    24. 24. A Mindset Shift Is Essential•we need to think differently•see “Changing the Dream - WhyMindsets really, really matter!”•see: Can Tourism Change itsOperating Model?
    25. 25. A worldview or mindset acts like a lensThese lenses are made up of the values beliefs and assumptions that we use tomake sense of our worldWe’re often not aware of our lenses - live in a tranceThey are very powerfulWhen the lenses change, everything else changesMany are changing their lenses & waking up - becoming conscious
    26. 26. Mindsets Are Already Shifting•many customers are thinkingdifferently•emergence of the conscienceconsumer•On average just under 50% ofconsumers prefer to buy fromresponsible companies•In South America that average is75%•In Australia - 35%
    27. 27. Mindsets Are Already Shifting•other businesses are thinkingdifferently”•growth in “conscious business” and“conscious leadership”•“Business as Usual” is over•Huge opportunities for those whoadapt
    28. 28. Change Can’t and Won’t Come from the Top; real change will come from below Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has Margaret Mead
    29. 29. change is not just desirable it’s inevitable 30
    30. 30. Tourism is Human System Embedded in aBiological-Physical System 31
    31. 31. when our values and beliefs changeso does everything else 32
    32. 32. Where have we come from? OLD MODEL 33
    33. 33. Tourism Through an Industrial LensGuests are segments to be targeted and the prize is share of walletBoth parties (consumer and provider) attempt to win at the cost ofthe other. AdversarialGuests seek to get the best or cheapest deal; producers try to maintain their marginRugged independence + materialism creates a mindset of exploitation - animals,landscapes, plants are resources, then products that can be used to produce profitThe Industry is fragmented - each provider looks after his piece of the guest experience and larger agencies are divided into functional silos.Disconnect from nature - it’s the economy, stupid! Lack of appreciation of limits orconsequences.The tourism industry resists paying for the ecosystem services it has enjoyed for free inthe past 34
    34. 34. surely there has to be a better way? 35
    35. 35. Welcome Signs of Change
    36. 36. something new is emerging
    37. 37. blaze a trail and leavebreadcrumbs or markers 38
    38. 38. NEW MODEL 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 39
    39. 39. NEW MODEL MODEL People encounters People relationship trust transactions only Plenty occur if trust is present 40
    40. 40. NEW MODEL MODEL Place each place is unique People unique places sustain value Plenty Personality of Place Living Presence - essence,spirit, soul Indigenous people Place understand places re sacred 41
    41. 41. 42
    42. 42. NEW MODEL 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 to be Place changed Higher purpose ignites Passion 43
    43. 43. NEW MODEL MODEL Pull power shifted to guest People challenge is to attract Purpose to be magnetic you have to be clear about Plenty who you are and send out strong signals Pull you need to master social technologies and media in order to Place sustain relationships and build trust 44
    44. 44. NEW MODEL MODEL Protection Hosts must become proactive champions & custodians People Compliance and CSRProtection Purpose programs not enough Plenty “Licence to Operate” will depend on minimal (preferable zero) Pull footprint Place 45
    45. 45. NEW MODEL MODEL Pace help guests learn the art of living People rediscover what it means to be a humanProtection Purpose being not a human doing Plenty learn to savour & Pace satiate the senses Pull increase length of stay Place and spend 46
    46. 46. Ecuador: The firstConscious Travel Destination 47
    47. 47. NEW MODEL •Encounters & relationships before transactions People •PLACES before productsProtection Purpose •PURPOSE & PASSION drive Profit Plenty •PROTECTION = zero impact & rejuvenation Pace Pull •PULL as in attract & support not Push Place PACE as in SLOW & SAVOUR 48
    48. 48. How Do We Midwife This Birth? A Mindset A Movement A creative e-learning programThere is no single blueprint on a shelf; no instantly available “how to manual” It’s up to you-us to create them 49
    49. 49. Four Key Elements• People• Program• Platform• Participation & Support 50
    50. 50. peer to peercollaboration curiosity self-direction commitment to collaborate capacity to experiment willingness to invest a year desire to build a better model 51
    51. 51. 12 Step Transformation Programcore 12 step Conscious Host program 11. Community Outreach 12. Global Outreach 10. Social Marketing 9. Experience 8. Stewardship Design 7. Ideal Employee 6. Ideal Customer 5. Culture/Personality 4. Power of Place 2. Mindset 3. Values & Purpose 1. Where are We Now? Where Do We Wish To Go? 52
    52. 52. Four Key Elements peer to peer collaboration Community 12 Step of offline support &Transformation Conscious coaching Program Hosts online platform 53
    53. 53. Roles & ResponsibilitiesConscious Travel will supply resources Participants will determinepriorities, projects, methods and outcomes No imposition from external authorities The scope, scale and originality of solutions will be owned by participants 54
    54. 54. Imagine...... a network of host communitieseach exploring how to deliver net benefits from tourism, a good living for people, and transformative experiences for guests each in their own way? 55
    55. 55. In the same way that cells combine to form different organs of thebody, so will the collective output of these cells combine to create a new organic, ecological form of tourism - one that is environmentally sustainable, socially just and spiritually fulfilling 56
    56. 56. End of PART TWOPlease view Part Three: Steps towards Making Conscious Travel a Reality Do please send comments and feedback to: theconscioushost@gmail.com theconscioushost@gmail.com www.conscioustourism.wordpress.com www.conscioustourism.wordpress.com www.facebook.com/conscioustravel www.facebook.com/conscioustravel 57

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