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Travel 2012 : anna pollock - conscious travel


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Travel 2012 : anna pollock - conscious travel

  1. 1. Conscious Travel: A Better Way Anna Pollock, Founder of Conscious Travel Travel 2012, Bruges, November 21st, 2012 1
  2. 2. Scope–The State We’re In–Why Are We in this State?–Emergence of a New Model–Role of Technology 2
  3. 3. 3
  4. 4. “We have to continually be jumping off cliffs and developing our wings on the way down.” Kurt VonnegutAre you ready? 4
  5. 5. Let’s Start With A Story 5
  6. 6. Keys to remembering the spell! VALUE * MINDSET * PLACE 6
  7. 7. 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” 7
  8. 8. • Concur with UN Secretary General that current growth model is a form of “suicide pact”• Promoting concept of Zeronauts working on Zero Impact; Zero Waste sector by sector 8
  9. 9. • 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. 9
  10. 10. 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
  11. 11. The State We’re In
  12. 12. 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?
  13. 13. Diminishing Returns 13
  14. 14. What Happens When Downward Prices Meet Rising Costs? 14
  15. 15. What the UNWTO 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 factor outside of the control of anyone in tourism• CONCENTRATION OF WEALTH 15
  16. 16. 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?
  17. 17. Mass Industrial Tourism Hangs on the Edge This graph shows the fate of individual destinations - could it apply to industrial tourism as a whole? Are we at the inflection point? Industrial tourism is producing diminishing returns for nearly everybody If yields decline industrial tourism can only succeed by growing in volume More volume = more congestion If margins don’t grow, mergers & consolidation are inevitable and lead to concentration of wealth.
  18. 18. How Did We Get Here? 18
  19. 19. WHY are we in the state we’re in? Industrial Tourism Grew Up In the Age of the Automobile & Mass Everything It borrowed its operating model and its language from manufacturing
  20. 20. Based on Assembly Lines, Specialisation & HierarchiesFocus: efficiency & productivity - producing more for less
  21. 21. Standardisation, Order, PlanningEconomies of Scale - consolidation, vertical integration
  22. 22. Mass Industrial Tourism Started with Great Promise
  23. 23. But Is Now Producing a Different Reality
  24. 24. The REAL Cause
  25. 25. The industrial model is based on this view 25
  26. 26. The Hotel Box
  27. 27. An emerging alternative model is based on this 27
  28. 28. Tourism is Human System Embedded in a Biological-Physical System28
  29. 29. Huge Impact on Personal Values & PerceptionWhen our values change, then everything changes 29
  30. 30. The NEW Consumer 30
  31. 31. The Conscious Consumer Report, 2009, BBMG 31
  32. 32. Technology, Social, Economic Forces COMPANIES ARE VALUED DIFFERENTLY NOW 32
  34. 34. 3. Purpose & BehaviourSource: Richard Barrett – The Values Centre 34
  35. 35. Impact onCAPITALISM RE-THINKING Business 35
  36. 36. CONSCIOUS CAPITALISTS •Whole Foods •Southwest Airlines •Zappos •The Container Store •Google •Amazon •Joie de Vivre 36
  37. 37. Welcome Signs of Change 37
  38. 38. Is this a Tower of Babel & fringe? 38
  39. 39. Or, is something new emerging? 39
  40. 40. Where have we come from? OLD MODEL40
  41. 41. The 7 Principles of an Alternative Model 41 © Anna Pollock, Conscious Travel
  42. 42. Where Can Technology Help? VALUE * MINDSET * PLACE 42
  43. 43. MINDSET • How can we deploy technology to change the way we think? • Acknowledge limits to volume growth? • Collaborate rather than compete • Share rather than own? • See ‘the other” as partners not adversaries 43
  44. 44. 44
  45. 45. MINDSET • How can we deploy technology to change the way we think? • Acknowledge limits to volume growth? • Collaborate rather than compete • Share rather than own? • See ‘the other” as partners not adversaries 45
  46. 46. VALUE • How can we deploy technology to bring back value….for – Guests – Hosts – Communities? • Encourage our guests to stay longer, spend more? • Reduce our costs? 46
  47. 47. 47
  48. 48. PLACE• How can we deploy adaptive & intelligent? technology to express a • Enable places to manage sense of place? demand & deliver quality• Engage all participants? experiences?• Become more resilient, 48
  49. 49. Conclusion You never change anything by fighting an existing reality.To change something build a new model that makes an existing model obsolete Buckminster Fuller 49
  50. 50. Thank You!Please visit and subscribe to: All papers and presentations available on 50