This presentation was part of a panel discussion on World Responsible Tourism Day, at the World Travel Market (WTM), 2017 in London. Responsible Tourism will only grow if it sells. Panelists presented how we have designed more responsible products and experiences and placed them in the market. My presentation shared real, concrete actions which international tour operators and inbound DMCs and ground handlers have taken to successfully source and sell more sustainable products.

1. Securing commercial advantage:
Marketing Responsible Tourism
15.30 – 16.30, Responsible Tourism Stage, WTM London
Mr. Peter Richards, for Responsible Tourism Development and Market Access

2. A summary of key European tourist trends
 Safety and security (ABTA, CBI, ITB)
 Technology / digital / mobile friendly / seamless (ABTA, CBI)
 Rise of the millenials (1980-2000) (ITB, Forbes, Skift)
 Experience more valued that ownership (National Geo, CBI, Skift)
 Tours & activities (ABTA, Lonely Planet, Skift)… Bikepacking
 Local, authentic, experiences (CBI, CIT, Forbes, ITB)
 Sustainability (ABTA, CBI, Lonely Planet
 Simplicity: “small has never been bigger” (National Geo, Skift)
 Solo (female) Travel (CBI, Forbes, Skift)
 Family / intergenerational travel (Amadeus, CBI)
Blended experiences….
 Mix of experiences… from 5 star to starry sky
 Bleisure = Business + Leisure (Forbes)
 Boutique MICE: (Wellness, Local experience) (CIT)

3. Interviewed 4000 Travellers
Examples of pioneering practice: TUI

5. Travel
Agents /
Online
DMCs
Ground
Handlers
and guides
International
Tour operators
Tourists
arrive!
All seeing, benevolent
sustainability team
AMAZING RESPONSIBLE
EXPERIENTIAL PRODUCT
MARKET TO
PRODUCT

6. Product /
Contracting
Sales and
marketing
Operations
Health and
Safety
Tourists
arrive!
All seeing, benevolent
sustainability team
AMAZING RESPONSIBLE
EXPERIENTIAL PRODUCT
PRODUCT TO
MARKET

8. YES, the success of
responsible tourism
products obviously
relies on the quality
of guest experience,
service, health and
safety, hygiene, etc.
But… today’s
presentation
won’t focus
on that!

9. So, what can we do to sell more of the best???

10. 10,000 customers = 100,000 +++ opportunities to make and
suggest better choices for your destinations and your customers.

15.  What do sales people do from day to day?
 What makes this job challenging?
Which is the most important question?
 Is she looking in the right place? OR
 Is the information in the right place?
Right place and right time

16.  Which folder does the sales team look
in to find information about products?
 Which folder does the sustainability
team use to put updated information
about great CBT, green hotels, etc?
 What’s the result?
Right place and right time

17. Right place and right time

18. Preferred + sustainable
Many tour
operators train their
sales teams to refer
to lists of preferred
suppliers, where
they have excellent
feedback or special
rates : hotels,
excursions and
transport. GAP

19. RT products are tagged and
searchable in office systems

20. Easy for customers to see

25. Special efforts in product development need to be
matched by special efforts in sales and marketing

28. •Simply a better
experience
•Fun
•Easy choices
•Hopeful
•Inspiring
•We are working together
for a better word.

29. A warmer welcome...

30. A better experience...

31. More fun...

32. More unique, inspiring.

33. More hands-on...

34. Deeper, local insights
CBT-I

35. Fresher and tastier...

36. Safe and sound...

37. Although life can be sad and confusing

38. We’re not so different...

39. We can make the world a little better.