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2013 TRAVELER PERSPECTIVES ON
DESTINATIONS AND SUSTAINABILITY
WORLD TRAVEL MARKET
NOVEMBER 5, 2013
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OUR EXPERTISE
WE CONNECT BRANDS TO GEOTRAVELERS—
PEOPLE WHO VALUE TRAVEL, THE OUTDOORS
AND SENSE OF PLACE.
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AN INTEGRATED
COMMUNICATIONS AGENCY
RESEARCH AND INSIGHTS
BRAND STRATEGY
STRATEGIC PLANNING
CONVERGED MEDIA
CONTENT STRATEGY
ADVERTISING
PR + SOCIAL MEDIA
DIGITAL + MOBILE
FILM + VIDEO
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2013 TRAVELER PERSPECTIVES ON
DESTINATIONS AND SUSTAINABILITY
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Directional quantitative snapshot and qualitative pulse
Behaviors, perceptions, attitudes and habits of travelers
who value the historic, cultural and environmental
authenticity of places
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A BROADER LOOK AT
SUSTAINABILITY
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WHERE WE'VE BEEN...
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Industrial Revolution
Environmental awakening
Globalization
Pervasive technology
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“When presented with the statement 'I feel guilty about
the impact I have on the environment', 28% of global
consumers scored themselves 4 or 5 (out of 5, with 5
being 'strongly agree').”
—NATIONAL GEOGRAPHIC GREENDEX
JULY 2012
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WHERE WE'RE GOING...
“Guilt-Free Consumption: A compelling answer to the
current, epic quest for more aware, more ethical, more
sustainable consumerism.”
—TRENDWATCHING.COM
NOVEMBER 2013
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CONSUMER INSIGHTS
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SUSTAINABILITY
IS COMPLICATED
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“I know a lot of places in Australia that are very
committed to sustainability - using solar, composting
everything - but we also know that the Great Barrier Reef
is under serious threat of dying due to 'overtourism' and
the impact on the eco system.”
—ILENE
RESEARCH PANELIST
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SUSTAINABILITY
IS NOT ALWAYS TANGIBLE
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“Having visited many remote communities and farms,
water is never wasted, food is homegrown, waste is
composted...these basic issues are simply a way of life
from one generation to the next.”
—DOUG
RESEARCH PANELIST
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SUSTAINABILITY
IS NOT A KEY PURCHASE
CRITERIA
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“I don't let the sustainability of a destination drive my decision.
Once you're settled on where to go, it's good to learn a bit
more about the practices of the place and the hotel.”
—BARBARA
RESEARCH PANELIST
“I will not spend hours researching topics in regards to
sustainability (of an upcoming destination) as that can be
difficult and frustrating.”
—LANE
RESEARCH PANELIST
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SUSTAINABILITY
BECOMES MORE REAL AT
THE SUPPLIER LEVEL...
WITH CAVEATS
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“Many hotels these days claim to be reducing their
impact on the environment, but I don't know how honest
they're being or how their actions actually have an
impact.”
—SEAN
RESEARCH PANELIST
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SUSTAINABILITY
PRACTICES BEGIN
AT HOME
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“For me, sustainability is about being clever and mindful
with my use of available resources, whether at home or
away. I make every endeavor to live on the road
as I do at home.”
—DOUG
RESEARCH PANELIST
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THOUGHTS ON
RESPONSIBILITY
& CERTIFICATION
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SUSTAINABILITY
IS THE RESPONSIBILITY
OF EVERYONE
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“We all should play a part in being committed to
sustainability. It is not up to just the destination
managers. Government should set policies... businesses
should maintain a commitment... individual citizens
should also do their part.”
—KATIE
RESEARCH PANELIST
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MOUNT HUANGSHAN,
CHINA
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SUSTAINABILITY
CERTIFICATION
IS COMPELLING
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“There are a lot of certifications these days, and it gets
confusing. But it does make an impression, even if you
don't quite know what it means.”
—BARBARA
RESEARCH PANELIST
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ST. KITTS & NEVIS
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KEY TAKEAWAYS
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THEY WANT TO EXPERIENCE
A DESTINATION
LIKE A LOCAL
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PORTLAND, OREGON
U.S.A
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DESTINATIONS
MUST GO BEYOND THE BASICS
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BERGEN, NORWAY
Photo Credit: Nina Aldin Thune
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TALKING ABOUT THE RESULTS
IS MORE IMPACTFUL
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OREGON COAST
U.S.A
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FINAL THOUGHTS
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2013 TRAVELER PERSPECTIVES ON
DESTINATIONS AND SUSTAINABILITY
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Desire for guilt-free consumption
An attractive place to live is an attractive place to visit
Destination managers serve as guardians, facilitators
Promote the benefits rather than the practices
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THANK YOU
Maclaren Latta
Vice President of Consumer Insights
maclaren.latta@mercurycsc.com
Download this presentation at:
http://mrcry.us/SDLN2013
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