Delivered to the ATEC Symposium Sunshine Coast

1. Crossing the Chasm –
Attracting, Engaging & Supporting the Conscious Traveler
WHY? WHO? HOW?
ATEC Symposium, Noosa, Sunshine Coast, May 4th, 2012
Anna Pollock, Conscious Travel
1

2. This Presentation isn’t For Everyone!
Focus:
Small, Niche Tourism Providers
F.I.T. Leisure & Business
Regional Communities outside CBD’s of large
cities
2

3. Two roads diverged in a wood, and I--
I took the one less traveled by,
And that has made all the difference. (Robert Frost)
3

4. The Tourism Tsunami
Source: UNWTO - Growth in International Trips 1950-2020

5. The Story of Tourism
Is this growth achievable?
If not, where’s Plan B?

6. BIOPHYSICAL REALITIES
6

7. Big 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. Costs and Risk to Increase
“ The resources on which businesses
rely will become more difficult to
access and more costly. There
will be an increasing strain on
infrastructure and natural systems
as patterns of economic growth
and wealth change. Physical
assets and supply chains will be
affected by the unpredictable
results of a warming world. And
business will be confronted with
an ever more complex web of
legislation and fiscal instruments.”
8

9. Seeing Opportunities Also
“ the bold, the visionary
and the innovative
recognise that what is
good for people and
the planet will also be
good for the long-term
bottom line and
shareholder value…
 competitive advantage
can be carved out of
emerging risk.”
9

10. Big Business is Concerned About these Issues
1. Climate Change 6. Urbanization
2. Energy and Fuel 7. Disparate
3. Material resource prosperity
Scarcity
8. Food security
4. Water Scarcity
9. Ecosystem Decline
5. Population &
Consumption 10. Deforestation
growth
10

11. But Australians Apparently are Not!
Australians are effectively
indifferent to global and
societal issues
Australians have put aside the
the environment in favour of
Food, health, crime, safety and
rights to basic public services -
“tangible things people
confront on a daily basis”
What Matters to Australians, produced by the University of
Technology, Sydney and the Melbourne Business School
11

12. If this story came true
What are the implications?
And IF Plan A is unattractive, where’s Plan B?

13. Resident Backlash

14. Resident Backlash

15. Irresponsiblity

16. Desparation?

17. Resignation?

18. Two Roads: Two Kinds of Travel
MassIndustrialised Tourism
Impulse, Frequent, “a right”
Comfort & Convenience
The Packaged Product
PRICE the decision factor
VOLUME GROWTH IMPERATIVE
Abundance of Choice but
Sameness
Price Transparency
Commodification
Automation
Diminishing Margins
Volatility
Customers as Targets
Limited Responsibility
SUCCESS = VOLUME OF
VISITORS

19. No Living System Grows Indefinitely
19

20. This is the fork in the Road

21. What’s Enabling an Alternative?
MassIndustrialised Tourism An Alternative Model?
Impulse, Frequent, “a right”
Comfort & Convenience
The Packaged Product
PRICE the decision factor
VOLUME GROWTH IMPERATIVE
Abundance of Choice but
Sameness
Price Transparency
Commodification
Automation
Diminishing Margins
Volatility
Customers as Targets
Limited Responsibility
SUCCESS = VOLUME OF
VISITORS

22. When Values Change, Everything Changes
“ Consumer and investor
values are changing.
And as they change
more corporations are
recognizing that there
is profit and
opportunity in a
broader sense of
responsibility beyond
the next quarter’s
results”
22

23. ACUMULATING SIGNS
Cultural Creatives
LOHAS
Eco-tourism
Responsible Tourism
Sustainable Tourism
Geo Tourism
Fair Trade Tourism
Philanthropic Travel
Local Travel Movement
Indigenous Tourism
Educational / Scientific Tourism
Health & Wellness/Spa Tourism

24. RECESSION AS PUNCTUATION POINT
Don Tapscott
RECESSION AS CHANGE ACCELERATOR
Anna Pollock

25. POST RECESSIONARY CONSUMERS
25

28. 1950s – 1990s 1990s - 2007 After 2008
Source: The Darwinian Gale, The Futures Company 2010 28

30. New Consumers still want MORE, but they are defining that
differently. Not more shiny trifles and mountains of consumer goods
but, rather, more meaning, more deeply felt connections, more
substance and a greater sense of purpose.
•72% say they are trying to improve the way they live
•71% are trying to improve who they are as individuals
•59% worry that society has grown too disconnected
from the natural world
•51% would like to be part of some important cause
•67% believe most people would be better off if they lived
more simply
•69% claim to be smarter shoppers than they were a few
years ago
•64% say that making environmentally friendly choices
makes them feel good about themselves.

33. Conscious

34. The Conscious •Youthful, wired, highly educated, majority
female
Consumer
•Three times more likely to try new things
•Three times more likely to reward or punish
a brand based on corporate practice
•Dedicated “box turner” but doesn’t trust
corporate declaration
•Even in the recession, the majority believe
it important to make choices based on
environmental and social benefits
•More than half are willing to pay more for
sustainable brands
Asks “what’s in it for we?”
Active co-creators of products and
experiences
The Conscious Consumer Report, 2009, BBMG

35. DOING GOOD IS GOOD FOR BUSINESS
•66% of consumers
would prefer to buy
products from companies
that give back to society
•62% would prefer to
work for such companies
•59% would prefer to
invest in such companies
•46% would be willing to
pay extra for products
and services from these
companies
35

36. 36

37. SUPPORT VARIES REGIONALLY
Australia
31%
37

38. Why Attract, Engage & Support the
Conscious Traveller?
If you get it right, they’ll ..
1. Reward you with higher yields
2. Help market your destination, or company
3. Favour responsible suppliers, encourage “best
practice,”
4. Reduce costs (energy, waste, turnover,
employee engagement)
5. Help ensure you stay ahead of demand
6. Reduce the volatility
7. Generate more net benefit to local economies
8. Help protect & rejuvenate ecosystems and
culture & retain bio & cultural diversity

39. What does the
Conscious Traveller
want?

40. 1. Local, Authentic, Quirky

42. 1. Local, Authentic, Quirky
2. Personal &Customised

46. 1. Local, Authentic, Quirky
2. Personal &Customised
3. Experiential and Immersive

48. 1. Local, Authentic, Quirky
2. Personal &Customised
3. Experiential and Immersive
4. Slow, Sensual & to be Savoured

49. •Wine & sunsets
•Local Food
•Star Gazing
•Indigenous Stories
•Conversations around a campfire
Image: http://www.redbubble.com/people/voyager/works/3731604-uluru---uluru-kata-tjuta-national-park---australia

50. 1. Local, Authentic, Quirky
2. Personal &Customised
3. Experiential and Immersive
4. Slow, Sensual & to be Savoured
5. Transformational – Change Me

52. 1. Local, Authentic, Quirky
2. Personal &Customised
3. Experiential and Immersive
4. Slow &Savoury
5. Transformational – Change Me
6. Let me share

53. “Collaborative Consumption”

55. 2012
2009

57. 1. Local, Authentic, Quirky
2. Personal &Customised
3. Experiential and Immersive
4. Slow &Savoury
5. Transformational – Change Me
6. Let me share
7. Show me you care – responsible
providers

58. Show Me You Care
58

59. Conscious Travellers are
Wired to CARE
“Purpose is the new passion
Participation in the new consumption”
BBMG

60. 1. Local, Authentic, Quirky
2. Personal &Customised
3. Experiential and Immersive
4. Slow, Sensual & to be Savoured
5. Transformational – Change Me
6. Let me share
7. Show me you care – responsible
providers
8. Let me show I care

61. Support Their Causes
Let Them
Participate and Co-Create

62. 1. Local, Authentic, Quirky
2. Personal &Customised
3. Experiential and Immersive
4. Slow, Sensual & to be Savoured
5. Transformational – Change Me
6. Let me share
7. Show me you care – responsible providers
8. Let me show I care
9. Use “kindred spirit” intermediaries

66. 1. Local, Authentic, Quirky
2. Personal &Customised
3. Experiential and Immersive
4. Slow, Sensual & to be Savoured
5. Transformational – Change Me
6. Let me share
7. Show me you care – responsible providers
8. Let me show I care
9. Use “kindred spirit” intermediaries
10.Will become your advocate

67. How do we cross the chasm?
67

68. How do we create an alternative?
MassIndustrialised Tourism Conscious Travel
Impulse, Frequent, “a right” Considered, cautious
Comfort & Convenience Seeking VALUE & meaning
The Packaged Product PLACE Specific Experiences Not Products
PRICE a key decision factor VALUES the key factor
VOLUME VALUE& YIELD
Abundance of Choice Uniqueness= scarcity
Price Transparency Price Transparency
Commodification Comparisons difficult because…
Standardization Local sourcing, hand made
Sameness Diversity
Automation Personal
Customers as Targets Customers are Co-creative Partners
No Frills or No Surprises Full of spontaneity, unexpected delight
PUSH marketing Promise of an Experience that PULLS
SUCCESS = VOLUME OF SUCCESS = NET BENEFIT TO HOST
VISITORS COMMUNITY, RESILIENCE,

69. How do we create an alternative?
INDUSTRIAL CONSCIOUS
DMO HOST
TOP DOWN – PLANS & POLICIES BOTTOM-UP
CHECKLISTS COMMUNITY LEARNING BY DOING
PRODUCT PLACE
COMPETITION COLLABORATION
OUTSIDE IN INSIDE OUT
PUSH PULL

70. The Conscious Travel Program
CONSCIOUS
TRAVEL
CONSCIOUS HOST
CHANGE AGENCY
SOCIAL MARKETING
EXPERIENCE DESIGN
PLACE
IDEAL EMPLOYEES & SUPPLIERS
YOUR IDEAL CUSTOMER
CULTURE & BRAND
VALUES & PURPOSE
CONTEXT
MINDSET

71. Be Inspired!
Anna Pollock
www.conscioustourism.wordpress.com
www.slideshare.net/AnnaP
Email: annapollock@me.com