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Capturing the Sustainable Traveler - How to Message


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Based on a 2016 study by Mandala Research, co-presenters from Destination Better and The Conscious Connoisseur share the data and techniques for hotels, restaurants, resorts and destinations to attract these travelers - who spend more, stay longer and bring more multigenerational travelers with them. As 60% of the leisure travel market, the travel and tourism industry should prioritize their messaging to capture this market of 100 million travelers.

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Capturing the Sustainable Traveler - How to Message

  2. 2. #CaughtDoingBetter HOUSEKEEPING Use chat window for questions & comments Will be recorded  Link to slides provided later, so enjoy! Tweet your comments #SustainableTraveler
  3. 3. Barbra Anderson Founding Partner Laura Mandala  Managing Director Y O U R H O S T S Tara Nolan The Conscious Connoissuer #SustainableTraveler
  4. 4. Agenda – order needs to be corrected, then update canva and ppt What is “Sustainability”? How we got here Research findings Field Proof: Sustainable Travel International Field Proof: US DMO Examples How to apply – his 5 things 5 Things You Can Do Today Q&A Let’s Stay In Touch! Defining Sustainability in Travel and Tourism Sustainable Traveler Research Findings:  who they are, what they seek, how they book Why This Data Matters Building the Business Case Shaping Communications to Attract the Sustainable Traveler Q&A Resources AGENDA #SustainableTraveler
  5. 5. Barbra Anderson Founding Partner #SustainableTraveler We help organizations discover their social, environmental and wellness opportunities to enhance their brand and profitability.
  6. 6. Visual: Companies: Language A, Governing Orgs: Language B – travelers are speaking in Language C Definition: Add People Planet and Profit
  7. 7. 60% of all travelers have taken at least one type of sustainable trip in past 3 years ECOTOURISM 51% GEOTOURISM 47% ETHICAL TOURISM 31% COMMUNITY- BASED TOURISM 48% VOLUNTOURISM 38% SOCIAL ENTERPRISE TOURISM 33% AGRITOURISM 32% SUSTAINABLE TOURISM 30% Nearly 90% of all travelers were aware of at least one type of sustainable trip. And 60% had taken one such trip in the past 3 years. % Participating in Trip Type Within Past 3 Years In the past 3 years, how many trips that were 50 miles or more away from your home, if any, would you describe as a trip taken for the following reasons? How Sustainable Travelers Self-identified
  8. 8. The Research The Role Of Sustainability in Travel and Tourism - 2016
  9. 9. Mandala Research • About Mandala Research • Laura Mandala Laura Mandala  Managing Director A trusted market research firm that offers a diverse range of travel market research products and services - along with expert analysis - to Fortune 500 companies, non-profit organizations, and government agencies.
  11. 11. Objectives • Examine traveler expectations, definitions of sustainability, and propensity to visit destinations and support travel companies that contribute to the social, environmental and economic well- being of host communities • Take a closer look at all key components of sustainability, specifically, environmental, social, cultural, economic and governance • Demonstrate the role of travel and tourism in protecting the environmental, economic and social fabric of destinations globally • Collaboratively engage the industry to generate the most in-depth and insightful analysis on the value, demand for, and return on investment of sustainability Research Background and Objectives Background Sustainable Travel International partnered with Mandala Research and Destination Better to undertake the first investigation of how travelers make decisions based on sustainable practices and commitments and their economic value to the travel industry
  12. 12. Research Methodology Details – reduce to check marks 15 Design: online self-administered survey Sampling: Nationally representative sample; recent travelers with excursions 50+ miles from home that included at least a one-night stay Data: January 26th and February 3rd 2016 Total Sample Size N=2292 - Sustainable Travelers N=1375 - Other Leisure Travelers (all others) N=917 Demographically representative to US census on age, gender, income, region and ethnicity 18 and older; screened for specific qualification criteria including recent travel behavior.
  13. 13. *Leisure Travelers: Travelers who have taken at least one trip in the past 12 months for pleasure, vacation or personal purposes within the U.S. that was 50+ miles away from home one-way OR where the traveler spent at least one overnight and have shared or sole responsibility for travel planning. **U.S. Census Bureau, 2015 * Significantly higher at 95% confidence interval Sustainable Travelers: A Big Opportunity U.S. Adult Population (247 million)** Sustainable Travelers (105.3 million) Leisure Travelers* 71% (175.5 million) Non Leisure Travelers 29% Sustainable Travelers 60% Leisure Travelers (All Others) 40%
  14. 14. Of all the trips you have taken over the past 3 years, which of the following statements best applies to those trips? (Please select one). N=2292 Sustainable Travelers are significantly more likely to factor sustainability into destination selection * Significantly higher at 95% confidence interval 28%* 25%* 16%* 16%* 15% 4% 4% 7% 11% 74%* The sustainable practices at the destination were a key reason I chose to take the trip The sustainable practices at the destination helped me choose between potential destinations I sought out sustainable practices, but they were not a factor in choosing between destinations I participated in sustainable practices simply because they were available None of the above Sustainable Traveler 53% I took one or more trips where: Sustainability as a Driver of Destination Choice
  15. 15. Sustainable Travelers are more frequent travelers and are more likely to travel for business and travel internationally 3.3 1.4 1.1 3.0 0.6 0.2 Pleasure Business International Mean number of Trips Sustainable Travelers All Others Among those who took a business trip: 61% of Sustainable Travelers took “more than one” compared to 45% of All Other Travelers. Of Sustainable Travelers who took an international trip: 21% took 4 or more compared to 4% of All Other Travelers. Thinking of all the trips you have taken away from home of at least 50 miles one-way OR where you spent at least 1 overnight in the past 12 months, approximately how many of these trips were for each of the purposes listed below? N=2292 18 Thinking of all the trips you have taken away from home of at least 50 miles one-way OR where you spent at least 1 overnight in the past 12 months, approximately how many of these trips were for each of the purposes listed below? N=2292 Sustainable Traveler Frequency
  16. 16. Accommodations $499* $385 Airfare $324 $192 Dining $230* $174 Shopping $192* $78 Recreation / Entertainment $169 $132 Transportation / Parking $142* $96 Groceries / Snacks $113* $65 Rental Car $79 $31 How much did you spend in each of the following areas during your most recent [sustainable / leisure] trip (in U.S. Dollars)? Please include spending on activities that you paid for, even if they were for other people N=2292 Sustainable Travelers spent significantly more money on accommodation, dining, shopping, fuel, and groceries. The total average spend for these travelers was $1,749 compared to $1,154 for All Other Travelers, a 41% difference. 19 * Significantly higher at 95% confidence interval Amount Spent on Most Recent Trip Average Amount Spent Sustainable Travelers All Others $1,749* $1,154 Sustainable travelers All others Total Average Amount Spent on Last Trip Sustainable Traveler Spending With whom did you travel on your most recent [sustainable / leisure] trip? How many people were in your immediate party on this trip? N=2292
  17. 17. 6% 17% 19% 28% 22%* 8%* 10%* 23%* 24% 25% 16% 3% 14+ Days 7-13 Days 5-6 Days 3-4 Days 1-2 Days Daytrip Trip Length Sustainable Travelers All Others Thinking about your most recent [sustainable / leisure] trip, how long was that trip? On their most recent trip, Sustainable Travelers were significantly more likely to have spent 7 or more days, 33% compared to 23% for all other leisure travelers. The most recent trip for All Other Leisure Travelers was less than 3 days 30% vs. 19%. 20 * Significantly higher at 95% confidence interval
  18. 18. 3.9* 1.1* 3.2 0.8 Adults Children Mean Travel Party Size Sustainable Travelers All Others With whom did you travel on your most recent [sustainable / leisure] trip? N=2292 How many people were in your immediate party on this trip? N=2292 Half of all travelers took their most recent trip with their spouse or partner, but Sustainable Travelers are significantly more likely to travel with friends. Sustainable Travelers also have a larger average party size with 4 adults and 1 child compared to 3 adults and 1 child. * Significantly higher at 95% confidence interval 52% 24% 21%* 15% 14% 5%* 1% 51% 23% 12% 17% 18% 1% 2%* Spouse / Significant Other Child / Children (All Ages) Friends Alone Other Family Co-Workers Other Travel Companions Sustainable Travelers All Others Sustainable Traveler Companions With whom did you travel on your most recent [sustainable / leisure] trip? How many people were in your immediate party on this trip? N=2292
  19. 19. Travelers believe in shared responsibility % of All Travelers Indicating Entity Owns “Great Deal” of Responsibility Local Government 64% Hotels 54% National Government 52% Travelers 63% Restaurants 49% Airlines 35% How much responsibility do you believe each of the following has for making sure that travelers and their trips do not harm a destination’s people, environment, or economy? N=2292 Whose Responsibility?
  20. 20. 74% Investing in training; developing employees to allow advancement of career and community contribution Corporations and destinations can gain market share by addressing host community needs and promoting local culture. 81% Offering travelers experiences that reflect the unique character of the destination 78% Purchasing primarily from local farmers and producers 78% Helping to eliminate human trafficking 77% Implementing initiatives that help conserve natural resources 79% Educating customers about the unique features of a destination 74% Paying fair wages even if they are higher than other employers in the area 78% Reinvesting a portion of its proceeds to those in need in the local community Likelihood of choosing companies or destinations In the past, how have the following impacted your choice of a travel company (such as a hotel, resort, airline, restaurant, or tour operator) or destination? N=2292 % Very or somewhat likely to choose
  21. 21. * Significantly higher at 95% confidence interval If a well-known, reputable travel company said it contributed to environmental preservation, supported local residents, and made an effort to respect the cultures where it operates, how would you react to those claims? N=2292 How Travelers Perceive Claims Made by Travel Companies who say they contribute to social and environmental well-being of places where they operate 27% Would believe claims fully Opportunity: • Tell authentic stories • Develop honest, purposeful brands 65% Would be somewhat SKEPTICAL
  22. 22. Word-of-mouth is the #1 source of information for all travelers. Destination websites (excluding DMO sites), and general internet searches, are the next most common research tools for travelers. * Significantly higher at 95% confidence interval 35%* 33%* 30%* 21%* 19%* 17%* 17%* 16%* 15%* 15%* 11%* 8%* 8%* 5% 6% 25% 25% 19% 11% 8% 3% 7% 5% 8% 4% 5% 2% 2% 6% 30%* Friends / Family Recommendations Destination Websites (excl tourism office) General Internet Searches Online Reviews / Blogs (Traveler Generated) Local Tourism Office Website Social Media Online Reviews (Official Destination Sources) Information Mailed by Destination Third-Party Travel Websites Travel Magazines Travel Agent Newspaper Travel Section Independently Published Reviews Other None of the above Sustainable Travelers All Others How did you research your last [sustainable / leisure] trip? N=2292 Where travelers research their trips
  23. 23. Google Maps 22%* 11% 19%* 8% 17%* 6% 17%* 11% 15%* 9% 13%* 8% The top choice for help in planning and booking is Google Maps, used by twice as many Sustainable Travelers * Significantly higher at 95% confidence interval Google Travel 12%* 2% 10%* 5% 9%* 2% 8% 5% 8%* 3% 8%* 3% Sustainable Travelers All Others Which of the following websites, if any, did you use to help plan or book travel arrangements for your last [sustainable / leisure] trip? (Please select all that apply.) N=2292 Websites used to plan or book travel Sustainable Travelers All Others
  25. 25. AGENDA • Brands that nailed it • How to find your superpower • Sustainable bragging rights
  28. 28. BRIEF YOURSELF (OR YOUR AGENCY) Ambition: What are you trying to make happen for your product/brand? How do you see success? Identify the change task: What is the shift you want to make in the minds of consumers and in culture? KPI’s? Research: Leverage data to find your consumer & business insight. Who are the people you need engage and what do they think of you today? What specific business insights can you identify? External Environment: What market place forces must you address? What forces can you exploit? BRAND CONSUMER CATEGORY CULTURE MEDIA
  29. 29. Role for Communications: What has to happen in the hearts & minds of consumers to achieve your business objectives? Communications Platform: The strategic “glue” & anchoring idea for all communications; leverages your strongest insights. ACTUALIZED THROUGH CREATIVE CONTENT IN MEDIA BRIEF YOURSELF (OR YOUR AGENCY)
  30. 30. REFINE YOUR ECOSYSTEM ➤ Media Behaviors: what must media do to deliver on your idea? ➤ Moments: what contexts do you tap into to unify how/when/where you engage with your consumer? ➤ Aspirational adjectives: 5 word to describe the kind of experiences you want to create ➤ Conventions to challenge: what rules can you “break”?
  35. 35. THANK YOU
  36. 36. Complimentary summary infographic at
  37. 37. Barbra Anderson Founding Partner Laura Mandala  Managing Director Y O U R H O S T S Tara Nolan The Conscious Connoisseur #SustainableTraveler