Asta presentation - IDE Puerto Rico


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Is The Buzz Worth The Buck? Tapping the Adventure and Eco Traveler through Mobile Strategies - ASTA IDE Puerto Rico April 2011

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Asta presentation - IDE Puerto Rico

  1. 1. Is the Buzz Worth The Buck? Tapping the Eco Traveler Through Mobile & Social Strategies Presented by:Maisa Fernandez & Judy Karwacki
  2. 2. Maisa Fernandez
  3. 3. Judy Karwacki
  4. 4. Today’s Agenda• Ecotourism definition/demographic review• How to reach the ecotourist through social and mobile media • Review of Social Media • Review of Mobile Media• Ecotourism in action in the Caribbean • Case Studies: Eco-Project, Eco-Refurbishment, Eco-Lodge, Eco-Boutique and Eco-Luxe • Sample Mobile/Social Sales Tactics
  5. 5. Definition of EcotourismThe International Ecotourism Society defines ecotourism as...“Responsible travel to natural areasthat conserves the environment and improves the welfare of local people.”
  6. 6. What does anEco-Tourist look like?
  7. 7. Ecotourist “Types”• Hard Core• Dedicated• Mainstream• Casual
  8. 8. Hard Core Scientific researchers or members of tours specifically designed for education, environmental restoration, or similar purposes.(Source: Food and Agriculture Organization of the United Nations)
  9. 9. Dedicated People who take trips specifically to see protected areas and who want to understand local natural and cultural history.(Source: Food and Agriculture Organization of the United Nations)
  10. 10. Motivated People who visit the Amazon, the Rwandan gorilla park, or other such destinations primarily to take an unusual trip.(Source: Food and Agriculture Organization of the United Nations)
  11. 11. Casual People who partake of nature incidentally, such as through a day trip during a broader vacation.(Source: Food and Agriculture Organization of the United Nations)
  12. 12. THE IMPACT Individual Mature Philanthropic Active Conservation-focused TravelerRepeat Visitation,Creative and Sustainble Philanthropy,Healthy Conservation Practices,and Strong Word of Mouth.  
  13. 13. The Demo• AGE: 23% of Eco-tourists are 45-54, 22% are 55-64• GENDER: 57% are Female, 43% Male• Income: $60k-$99k (27%), $100k+ (25%)• Education: 26% college graduates, 24% post grads.• Travel Party: 35% traveled with one person.
  14. 14. Eco-motivationsThey spend good money on quality gear
  15. 15. Eco-motivationsThey have been on an eco-adventure before
  16. 16. Eco-motivationsThey know more than you do
  17. 17. Eco-motivationsTheir social network is of great importance
  18. 18. Eco-motivationsThey help “Share Your Story”
  19. 19. Eco-motivationsThey post their experiences
  20. 20. Eco-motivations They are “Real Time”that means you should be too!
  21. 21. Eco-motivationsThey value a meaningful experience
  22. 22. The ConclusionThere is an eco-tourist in everyone
  23. 23. Okay, we’re interested... So now what?
  24. 24. Reaching the Eco-centricThru Social & Mobile Media Right Here, Right Now!
  25. 25. SOCIAL Media What’s it Good For? Currently the data shows social networkingtechnologies are best for sharing your story, public relations, and branding. SOCIAL = Brand Building
  26. 26. MOBILE MediaWhat’s it Good For? Currently the data shows mobile and search are bestfor being found by those seeking you out. SEARCH = Sales
  27. 27. SOCIAL MEDIA
  28. 28. Social Options:Build the Brand
  29. 29. SOCIAL Builds You
  30. 30. The SOCIAL How To Successful social media campaigns require: ENGAGEMENT & ACTIVE LISTENING
  31. 31. The FacebookPhenomenon
  32. 32. Facebook Numbers Talk • More than 500 million active users. • 50% of our active users log on to Facebook in any given day • Average user • has 130 friends • is connected to 80 pages, groups and events • has created 90 pieces of content online • People spend over 700 billion minutes per month on FacebookThat equals the amount of 1.3 million years of time spent by all users combined a month!!
  33. 33. Facebook is SOCIAL’s Google •Massive Lead on Engagement - Facebook owns 9 out of every 10 U.S. social networkers. •Largest share of total time spent online - Facebook now accounts for 12.3 percent of time spent online in the U.S •Women lead over men in the share of their online time spent on social networking sites - Women 55-65 years old are the fastest growing segment in the market right now.(Source: comScore.)
  34. 34. Facebook On The Go• There are more than 200 million active users currently accessing Facebook through their mobile devices.• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products.
  35. 35. The Social Benefits• Social allows you to “manage” your persona• Social allows you to pick and choose your audience• Social allows you to understand your clients better• Social allows you to influence a conversation• Social allows you to stay in touch with people as well as grow your community
  36. 36. Social for the Business• Provide quality content• Link them back to your website or blog• Add a lot of pictures. Show the experience.• Coopetition
  37. 37. Is it Working?
  38. 38. How Can I Integrate?
  39. 39. Should I Advertise?
  40. 40. Can It Work For Sales
  41. 41. Tips and TricksInsights to maximize your marketing experience
  42. 42. Tips to Live by for SOCIAL Media •Links = Sharing •Invite them in…share links to your networks on every communication •Share all your trips with PICTURES in REAL TIME •Link your twitter account to your facebook account. •Understand privacy settings •Get personal…Don’t make it just about the business.Be accessible
  43. 43. Tips to Live by for SOCIAL Media•Blog•Monitor your brand•Be accessible•Transparency. Complaints are okay. Deal with them professionallyand openly.•FOCUS
  44. 44. MOBILE Media
  45. 45. Then and NowApplications for Smartphones and iPads are the wave of the future
  46. 46. 2011 Smartphones and Tablets Surpass Sales of Computers Source: KPCD
  47. 47. The Landscape
  48. 48. The Power of Search SEARCH WILL CHANGE OUR WORLDeverytime we search google knows what you are searching
  49. 49. Old Media Lybia makes 10th place to see right now in April’s Conde NastCan be embarrassing...
  50. 50. Was The Minority Report Off?landscape is changing. With both mobile and social the backend knows more about you and can customize the online experience. Thisis good for you. The algorythyms in search engines are able to bring you information you are likely looking for. Its a very intuitive system.So consider advertising.
  51. 51. A Look of Online Advertising
  52. 52. Google Options
  53. 53. Make Search Work For You
  54. 54. Localize or Globalize
  55. 55. Get Creative
  56. 56. Where The Sales Are!• Google Adwords / Google Insights• Flash Sites: Groupon,• Trip Advisor
  57. 57. Living Social Adventures
  58. 58. Use BOTH Social & Mobile We expect this model to shift as technologies gain more sophistication. As your accountant would say... Diversify
  59. 59. Tips and TricksInsights to maximize your marketing experience
  60. 60. Tips to Live by for MOBILE Media•Make sure you make yourself accessible to the mobilemarket•Consider use of applications, social networking andmobile-optimized website development, and supportstrong cross-integration.•Inflight internet will change the way travelers handletravel delays. Will you be available?
  61. 61. CONSIDER THIS• Nearly a third of smartphone users will research through mobile in 2011 (25 million users)• Cross-media will evolve. Don’t forget video.• Mobile advertising is still in its infancy but is increasing its creep. Plus its affordable and very targetable.• Mobile applications can really enhance the customer experience. Suggest some they can use before, during and after their trip.• Make sure your website is mobile compatible. DON’T WAIT.
  62. 62. Staying on top of Applications• Although we don’t expect mobile bookings to drastically increase in 2011, we should expect more and more opportunities in this environment.• Connect with partners that already have mobile applications.• Do your research and stay ahead of the curb.
  63. 63. Mobile Applications Trip It Hipmunk Where I’ve Been KayakSky Scanner Travel Muse Kukunu PlanetEye Gogobot Yapta Adioso UrbanSpoon
  64. 64. EcoTourism Examples in the Caribbean
  65. 65. The Eco-Project SEE TurtlesTrinidad & Tobago, (Grande Riviere, Matura) Costa Rica, Baja California Sur
  66. 66. The Project• The largest program of Turtle Island Restoration Network• Extends work beyond sea turtles to include all ocean life• SEEtheWILD promotes sustainable tourism that protects endangered wildlife around the world. • At least 5% of the tour price goes toward local wildlife conservation programs. • Every nature tour and volunteer project promoted generates fees and donations to biodiversity conservation efforts and money spent in local businesses that helps create alternatives to activities that threaten wildlife.
  67. 67. SEE Turtles
  68. 68. Itineraries SEE Turtles Conservation Expeditions• Undiscovered Costa Rica• Costa Rica College Volunteer Trip• Costa Ricas Leatherbacks• Costa Rica Family Adventure• Trinidad & Tobago Adventure• Trinidads Wild Side• Trinidad Leatherback Research• Nicaragua Sea Turtles & Cloud Forests• Nicaraguas Wild Side• Baja Wildlife Adventure• Baja Whales & Turtles
  69. 69. SEE Turtles Successes• Have generated $200,000 for conservation and local communities.• Over 250 visitors - long-term volunteers to daytime visitors• FIshermen turning into guides  • Now reached more than 15 million people with the message of responsible turtle tourism• Over 100 volunteers have completed more than 700 shifts patrolling nesting beaches, guarding hatcheries, and other important activities.• Offer "conser vation pricing" - each tour price lists how much of the cost goes towards conservation and local communities.• Generated more than 200,000 impressions for wildlife and habitat advocacy
  70. 70. Eco-Refurbishment Harrison’s Cave St. Thomas, Barbados
  71. 71. Harrison’s Cave Overview • Massive  underground  cave  stream  system • Interpretative Center – exhibits and interactive displays for adults, teens and children • Video presentation • Forty-minute underground journey on tram • Valley floor area, flora and fauna and self guided scenic walk
  72. 72. Harrison’s Cave
  73. 73. Eco-storation• Design  and  construc3on  –  natural  wood  and  stone   reused  and  reclaimed,  natural  vegeta3on   maintained,  bioreactor  sewage  plants• Solar power, eco-friendly lighting in caverns• Eco-friendly visitor transportation• 4 Rs – biodegradable and recyclable products, low flush toilets, drip irrigation, rain water harvesting, recycling of water, recycling program
  74. 74. Community Involvement• Community  newsle;er• Community open days• Hosting community based schools• Inclusion in special events• Community and staff health and wellness fairs
  75. 75. Sustainability Awards
  76. 76. • Website Marketing• Online  Adver3sing• Radio Advertising• Television Advertising• Regional magazines• Airline magazines• International magazines• Partnerships• Facebook
  77. 77. Harrison’s on Google
  78. 78. How you can use these tools!
  79. 79. The Eco-Lodge Surama Eco-lodge North Rupununi, Guyana
  80. 80. Surama Village Eco-lodge • Small  Amerindian  village  situated  on  five   square  miles  of  savannah  land   • Managed and operated solely by the local Makushi Amerindians • 650 annual visitors • Employment for 70 people – (from three- quarters of village households) • 60 per cent of the village’s income • Project supports over 290 local villagers
  81. 81. Surama Village Eco-lodge North Rupununi, Guyana Foto Natura
  82. 82. Surama River Trip in Traditional Canoe Cheryl Hart
  83. 83. Ethno-Botanical Walks John Canning
  84. 84. Youth Involvement Kevin Loughlin
  85. 85. Makushi Culture John Canning
  86. 86. Surama Sustainability• Only eight rooms to intentionally lessen impact on traditional lifestyles• Experiential nature and culture focus• High involvement by youth• Twenty (20) sq km community land protected• Conservation and monitoring programs• Women’s and youth empowerment• Training, entrepreneurship, social and cultural development programs
  87. 87. Surama Sustainability Awards
  88. 88. Surama Marketing• Partnerships with inbound tour operators• Word of mouth and repeat business• Website• Email• Facebook
  89. 89. Share Their Story
  90. 90. The Eco-Property Hotel Mockingbird Hill Port Antonio, Jamaica
  91. 91. Hotel Mockingbird Hill• 10-room, eco-boutique• 6½ acres of organic tropical gardens and trees• Started tour operation to package and promote sustainable tourism•
  92. 92. Mockingbird Hill
  93. 93. Mission StatementWe believe that every enterprise has an obligation toprotect the environment and to offer something of tangible benefit to the community. Business must add value to the economy and the society to make a positive contribution. We have taken a formal approach to ensure that good environmental practices are identified and monitored.
  94. 94. Mockingbird Hill
  95. 95. Sustainability•Solar energy•Rainwater harvesting•Natural air-conditioning•Low chlorine pool run by renewable energy•Anaerobic wastewater treatment•No insecticides/pesticides•Locally employed team•Organic locally sourced food•Meatless Mondays•Support community tourism enterprises•Community development projects
  96. 96. Sustainability
  97. 97. Create a Campaign
  98. 98. Create a Campaign
  99. 99. Create a Campaign
  100. 100. Create a Campaign
  101. 101. Create a Campaign
  102. 102. Create a Campaign
  103. 103. The Eco-Luxe Resort The Fairmont Southampton Southampton, Bermuda
  104. 104. Fairmont Southampton• 593 guest rooms and suites• Set on 100 acre tropical estate• 18-hole par three golf course• 31,000-square-feet Willow Stream spa• 7,400 sq ft conference space• Private Horseshoe Bay Beach
  105. 105. Green MeetingsENVIRONMENTAL POLICYFairmont Hotels & Resorts iscommitted to environmentalprotection and sustainability guidedby our very own Green PartnershipProgram. Our Green PartnershipProgram, a company-widestewardship program, strives tominimize our properties’operational impact on theenvironment through resourceconservation and best practices.
  106. 106. Natural and CulturalHistory at Horseshoe Bay Beach
  107. 107. Work With Your Travel Suppliers
  108. 108. Turn Specials into $s
  109. 109. Resources TIES Sustainable Tourism STEP Green Key Leisure Link
  110. 110. The Earth Thanks You! And So De We! For more information contact us at: Maisa Fernandez P: 612-567-7577 P:612-562-8588 Judy Karwacki P: 604-988-1656