SWM press dinner presentation 22nd may 2019
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A 'Spotlight on Africa' presentation looking at current travel trends relevant to Africa & elaborating on two major trends - 'A Road less Travelled' & 'Sustainability and Ecotourism'
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SWM press dinner presentation 22nd may 2019
- 2. 2 • Established in 2006 • Africa focussed • Offering PR, Sales, Marketing & CSR Who are we? Small World Marketing
- 3. 3 • MSc in Development Studies with focus on Ecotourism • UK Manager of Kenya Tourism Board, Seychelles Tourist Office & Abu Dhabi tourism Authority • African Travel & Tourism Association (Board member for 9 years, Chair for 4) Small World Marketing Team • 15 years in Communications and CSR for blue chips including Sky and EDF Energy. • MSc included dissertation on impact of tourism on heritage sites Catherine Armstrong Anita Powell
- 4. 4 Adele Cutler – PR Manager • 20 years’ experience in marketing and PR • Worked with tourism and development boards in Rwanda, Malawi, Swaziland, Uganda and Zambia. • Oversees the Ethiopian Airlines account Small World Marketing Team Alice Baker – PR & Marketing Executive • Joined SWM on April Fools Day!
- 6. The Current Picture 1. Conscious travel 2. Unchartered territories 3. Experiential travel 4. Plastic not fantastic
- 7. 1. Conscious travel • Definition • Value-driven brands
- 8. 2. Uncharted territories • Space travel – modern day explorers? • 35% of travelers are excited about space travel & open to experiencing it themselves
- 9. “We are living at a unique point in the history of life on Earth. Developments in science & technology are taking place at an unprecedented rate & the expansion of our society beyond this planet is within reach. I believe that the potential discovery of evidence of, life on Mars, would be one of the profound possible contributions of science to humanity” -Adriana Marais 2. Uncharted territories
- 10. 3. Experiential travel • 60% of travelers value experiences higher than material possessions • Business & leisure will blend even further • 2018 – more than 60% of business trips were extended to include leisure time • Educational power of travel
- 11. 4. Plastic not fantastic • 86% would be willing to spend some time on activities that offset the environmental impact of their stay. • 37% willing to clear plastic and litter • African continent is leading the world in plastic regulations • 34 African countries implementing ban • From 1st June Tanzania will be plastic free, joining Kenya
- 15. • UNESCO World Heritage site • 3 x the size of Serengeti • 2 x the size of Kruger • 300,000 visitors to Serengeti • 1.5 million tourists to Kruger . . . • Only 26,000 to Selous • Less than 1% of Tanzania’s visitors Selous Game Reserve
- 16. • 31 years old • Siwandu - rebuilt 4 times
- 17. Siwandu today
- 18. 10% of all lions left in the world Selous Game Reserve wild dog 800
- 19. Ruaha = 20,000km2 Serengeti = 14,000km2 Ruaha Number of Camps: Ruaha = 8 Serengeti= >80 Number of tourists: Ruaha = 20,000 Serengeti= 300,000
- 20. • Established in 2002 • 60km from the nearest camp • Contrast to Selous Jongomero
- 21. Wildlife stats • Tanzania’s largest elephant population • One of the largest cheetah populations • 574 bird species • 8 camps in only 10% of park
- 22. Fanjove Island • Remote island in Indian Ocean • Joined SSC last year
- 23. Ethiopia • More UNESCO heritage sites than any other African country • Tourism grew by 48.6% in 2018….largest of any country in the world “Ethiopia resembles no other country in Africa … or anywhere else” -Wilfred Thesiger
- 24. • Africa – 12% of population yet only 3% of airline traffic • 120 destinations • 5 continents • 61 destinations in Africa
- 25. Kibran Camps • Simien Mountains • Omo Valley • Opening May 2020
- 26. • 10% of profits go to local community • Simiens – airport feasibility study
- 28. “No one will protect what they don’t care about; and no one will care about what they have never experienced” -David Attenborough, 2018
- 29. The Latitude Hotels • Business Concept • Brand Concept
- 30. • Business Concept • Brand Concept
- 31. • Interiors • Community partnerships • Business practices • Board level support & interest • Fair Trade Travel Multi- layered CSR initiatives
- 32. Interiors • Ethically sourced luxury items • Individuality • Female empowerment • Job creation • Instilling pride & dignity
- 34. • Encompasses Latitude’s ethos • Sustainability focused - medium of scrap metal • Community focused - works with street kids Patrick Mulondo, Ugandan Artist
- 35. Community Partnerships • Multiple art projects via Katundu • Elevate School, Lusaka • Adziwa Orphanage, Lilongwe • Children’s cancer unit, Lilongwe • The Elephant Charge, Lilongwe Latitude is interested in building genuine strategic partnerships
- 36. Business Practices • Food Sourcing • Energy Use • Recycling • HR practices – skills development • Fair Trade Travel
- 37. • Budget & accountability up to board level • Appointment of CSR lead Board level support & Interest
- 38. Fanjove Island • Reef restoration • Marine life monitoring • Educational programs with local fisherman & communities
- 39. Architecture • 6 bandas • Eco-luxury
- 41. Reef Restoration • Stopping dynamite fishing • Seasonal reef closure • Engagement & education • Regulatory changes • Tangible results – increasing fish stock levels
- 42. Return of fish stock • Unprecedented success • WWF brought Kenyan team to learn from best practice example
- 43. Turtle Conservation • Partnership with Sea Sense • Staff training • From 2-3 nests in 2010 to 21 in 2018
- 44. Monitoring Ecology Coconut Crabs • Measurements taken • Sex & age logged • Results shared with world map of coconut crabs
- 46. Safaris with a Purpose • Family focused properties • In 2018 launched 3 day programme with Parks Board and local community • Resulted in 5 new bookings & 3 existing bookings upgraded to include the programme Morukuru Family
- 47. Ben Morison • Founder of Flipfloppi project • Founder of Far & wild travel
Editor's Notes
- How is the evening going to run. Introduction & overview Road less travelled.
- Alice – please make each country client appear
- Why spotlight on Africa? Tonight we want to tell a tale of stories far bigger than just our clients but offer a glimpse of the impact of our clients micro projects Africa has been pioneering in ecotourism. Community upliftment & conservation projects are something we have come to expect of African safari destinations, the luxury industry in particular sees giving back as a duty. Tourism certainly offers employment, but unless communities have ownership and tourism pays its way, there is no incentive for marginal communities to support or protect it. Tourism can have a lasting and positive legacy on the environment in which it operates. It is imperative that important stakeholders in the industry get involved in transformational projects and use their hospitality skills and knowledge to uplift their own staff and communities. Highlight 4 key current themes
- Conscious travel How conscious travel is defined or interpreted, varies. From “People want meaning and purpose in travel or self discovery’ to viewing it in light of corporate social responsibility and sustainability. Value driven - They don’t just want a luxurious product or service. They want the brands that they are loyal to to have some element of something they identify with from a value-driven point of view. The idea of conscious travel takes on many social issues in the forefront of people’s mind in recent years, including sustainability (eco-tourism), women’s rights and the impact of travel on locals. Travellers are more concerned with the social, political and environmental issues of destinations, and these will be determining factors on where they chose to visit. Need for travel providers/ destinations to do more in terms of CSR to appeal to and grow this market &become that brand that their guest can aspire to
- 2. Uncharted territories We are born explorers. There are many people throughout history who had the spirit of an adventurer and decided to explore the unknown. Shackleton’s supposed advert in The Times before Antarctic trip Possibly due to the rising awareness of ‘overcrowding/ over-tourism’ but also differentiation and the desire to explore new ‘undiscovered’ areas. People are choosing to go off the beaten path and try somewhere new and unusual for their holiday. Four in ten travellers admit to being excited about the prospect of space travel in the future and are open to considering the experience themselves (38 per cent). Adriana Marais – physicist, innovator and aspiring extraterrestrial….she is the modern day explorer.
- Adriana Marais – physicist, innovator and aspiring extraterrestrial….she is the modern day explorer. Mars One aims to establish a permanent human settlement on Mars. This crew will go through an extensive training period, including spending 6 months living in Antarctica so that they can learn the skills they will need on Mars and on their journey the Dr Adriana Marais, believes that we are living at a unique point in the history of life on Earth. Developments in science and technology are taking place at an unprecedented rate, and the expansion of our society beyond this planet is within reach. She believes that the potential discovery of evidence of, life on Mars, would be one of the most profound possible contributions of science to humanity. Until space travel becomes a reality (2019 isn't the year for that, just yet), people will still be wanting to explore uncharted territories here on Earth
- Tourist are increasingly curious about getting under the skin of a destination. The way modern travelers approach to their destinations is changing. Getting an on-the-ground experience that enhances the trip. Almost two thirds of travellers (60 per cent) value experiences higher than material possessions = 2019 will see travellers packing in many different and authentic experiences. Business and leisure travel will blend even further: Gen Z has officially entered the workforce, and like the millennials that came before them, they’re likely to want to blend their business trips with their leisure travel. In 2018, more than 60 percent of business trips were extended to include leisure time, both in the U.S. and globally, according to a report from Expedia. That was a nearly 40 percent increase since 2016. Educational power AP tell story of Milo & township
- Millennials and Gen Z travellers will look for sustainable experiences in their destination choices, while accommodation providers will look to reduce their plastic usage and increase their sustainable credentials. A staggering 86 per cent of global travellers reportedly told the holiday company they would be willing to spend some time on activities that offset the environmental impact of their stay, with over 37 per cent willing to clear plastic and litter from a beach or other tourist attraction. Plastic – both Kenya & Tanzania banned single use plastic Morukuru – beach clean weekend Santorini – introduced baskets on the beach to encourage
- Chance to disconnect in an increasingly inter-connected world. Experience-led travel In pursuit of the unique ‘travel like a local’ Atypical tourist destinations/ move away from mass tourism
- SSC - Intro Pioneers in Southern Tanzania Going 30 years – first camp set up in Selous. Led by Charles Dobie who is still at the helm today Consciously avoided developing any camps in Northern Tanzania as they wanted showcase the beauty & wilderness
- Africa’s oldest & largest reserve – size of switzerland Made UNESCO in 1982 – one of 3 UNESCO sites in Tanzania Making it one of the last wild places on the planet Amazing diversity of habitat According to its tourism board, Tanzania has more wild animals per square kilometre than any other country in Africa, thanks in no small part to Selous Northern Tanzania reached carrying capacity
- In 1988 – only one other working camp in Selous. Roads impassable some of the year & no scheduled flights Due to lack of flights they set up an aviation company, the first of its kind before Coastal Aviation took over. Rebuild the camp 4 times – after a Tornado, flooding from El Nino & the roof got hit by lightening. Africa of old
- Only 10 rooms – across two camps
- Wildlife Add photo of a lion & wild dog Africa’s most endangered predator. 2nd best place to view them outside of Botswana Need huge territories (1,300 sq km) to roam 800 wild dog – total population is 5000 Globally significant population of elephants, rhino & wild hunting dogs Add in stats re elephant & rhino
- Contrast to Selous Game Reserve due to its vastly differing topography, climate, seasons, flora, fauna and game; Riuaha also captured the essence of Selous Safari Company’s ethos – to flee from the madding crowds and adventure “off the beaten track” in true unadulterated wilderness
- Joined SSC last year Exquisite natural setting Guests share Fanjove only with abundant resident marine life Only 6 bandas. 450 lodges & hotels on Zanzibar The fame of the Songo Songo archipelago is not that of Zanzibar and yet the mafia marine park (established 20 years ago) is the largest protected marine area in the IO. Characterised by indescribable beauty. Mineral rich waters of the Rufiji river delta
- A proud country stepping out from the dark shadow of a moment in their history. Landscapes are biblical & rituals haven’t changed for centuries Part legend, part fairy tale, part old testament & part pulling your leg. Most fascinating country in Africa It is the only country in Africa never to have been colonized. Occupied twice Country with so much to offer, it is surprising to see tourism in its infancy. The war & famine may be partly responsible. Bigger feature may be lack of entrepreurial urgency. Ethiopia being put on the map recently is mainly due to the rapid expansion of the airline Ethiopia’s Travel & Tourism economy grew by 48.6% in 2018, the largest of any country in the world, according to the World Travel & Tourism Council’s (WTTC)
- Africa is inhabited by 12% of the worlds population & yet accounts for just 3% of its airline traffic. Airlines do more than bring curious visitors from faraway places, they provide opportunity for trade & for exploration. They are,in so many ways, the very departure point for our own empowerment. Greater connectivity will lead to greater prosperity. 120 destinations across 5 continents & 61 destinations in Africa. All planes are under 6 years old. Make more money than all the other African airlines combined.
- Ethiopia oldest & well established DMC. Set up 20 years ago Taken down 4 fam trips to Ethiopia – trade feedback, led to the development of 3 new camps. Seen that demand is there but there is a lack of quality accommodation. Simien Mountains – 3rd hotel establishment to be opened.
- Worked in Omo for many years with the tribes Developed in conjunction with the local tribes so they can manage the guest experience
- Power of travel as catalyst for positive change. Meaningful experience - inspire & potential to mobilize people & bring about individual changes. Renewed interest / determination in ones own lives (Milo, waste) Travel is both educational and inspirational – very powerful combination for change. Paradox that mass travel to fragile sites also brings grave challenges. With planet under pressure like never before those working in travel must act with profound insight into sustainability issues. Travel presents both an opportunity…. But also a challenge.
- This brings us to Latitude – co works consciously re its positive contribution to its immediate vicinity, Africa and the planet at large. Been working with them for nearly 2 years. Unusually these clients are not about the magnificent wild of Africa but are doing some incredibly inspiring things around conscious / ethical travel in cities. Firstly: business concept: to build first rate hotels in urban African centres, serving the leisure, business, ex-pat and local market. Currently in Lil, Lus, soon Kamp They bring world class facilities to bustling African cities who don’t normally have such offerings. Opens up stopover possibilities to discerning travelers but also business travelers and importantly it gives a very upbeat favourable impression about the vibrancy of those cities and contributes to the attractiveness of doing business or stopping over and reveal a different side to urban Africa. Business hub: The Works Hot-desking / office space - in terms of design and facilities you’d be hard pushed to find better in New York or London Latitude’s offering within its cities is very uplifting and empowering Very aspirational feeling and place
- Part of that feeling comes from the brand. Brand concept: to achieve style and flair from interiors sourced via local ethical partners Interiors = visual embodiment of their connviction about operating sustainably Will come back to this shortly but the interiors are the absolute DNA of Latitude – its heart and soul is right there in every reception, lounge and bathroom.
- When we started working with Lat we realized that their various activities were the activities of quite a sophisticated CSR programme. As we worked with on the launch of Kampala we took the opportunity to really unpick this and focus on this area We wanted to help them draw this together as a stronger story about their brand. Importantly, we felt that whilst its very well to talk the talk about sustainable initiatives (to reduce waste, source locally or support community projects) they were ready to take this to the next stage – to aim for real internal streamlining of sustainable business practices and for external accreditation. Audit of organisations focused on ethical / travel / Africa and identified Fair Trade Tourism as a good fit FTT – the non-profit org promoting responsible tourism in Africa – offer a well-recognized kitemark if you reach certain standards FTT v established further south but not yet in Malawi, Zambia or Uganda - hence Lat is helping open the door for them in new territories – halo effect. Separately we also have devised and implemented a more structured way to assess Lat’s community investments - information which is useful in strategic contexts when talking to a wide variety of stakeholders including potential investors.
- Katundu – created by Suzie Lightfoot, married to James – on the shores of Lake Likoma Latitude was James’ brainchild. They owned Kaya Maya in Malawi and in part his experience of staying in dull places in Lilongwe inspired the concept of Latitude – to fill a massive gap in the market. Meantime Suzie’s was building an enterprise to empower women - and through them the local community Passion - designing and creating luxury items in an ethical environment. Recycled and sustainable materials add another dimension Job creation to alleviate poverty. Giving people skills to improve their circumstances. Self-sufficiency and entrepreneurship in rural environment - where opportunities are so few. Huge part of the Latitude brand – instilling pride and dignity via the creation of beautiful and admired objects. Hand around some of the postcards with examples of where they came from
- Kampala takes what has been so special in 13 and 15 to a completely new level. Suzie found Kampala to be a city of artists, inventors, creators. The greater scale of Lat 0 has meant the canvas could literally grow. Ambitious and complex partnerships the Katundu team working alongside local artists, and they in turn with the wider community. Moreover Lat 0 gives this community a gallery space which is otherwise lacking in the city – allowing the creativity of the town to be showcased. Exciting not just for Latitude but for the Ugandan and even African art scene.
- ADD STREET KIDS PHOTO IN Ugandan artist, Patrick Mulondo, studied sculpting at Makerere University and went on to use metal scrap together with cast fibre glass to give old found objects a different lease of life. Patrick works with metals, paper and fibre glass to create his sculptures. He also works with street kids who go and collect all the metal and then he pays them twice as much as they would selling to someone else. Very community focused. He sells a lot of his work in the US of which are guitars, birds, cows and dogs. He is currently building a new workshop out of shipping containers
- Strategic partnership – not cheque book charity. Community projects are – increasingly - strategically planned and assessed: Example of Athina and Audrey and Sewing project, Lilongwe.
- As already discussed this is the start of a major new phase of the journey, working with FTT to fully understand its performance in these areas. Assessment of all activity will be undertaken, grouped into: Business practice and HR Community resources Cultural heritage Environmental practice
- Budget and accountability for CSR activities up to board level 2019 – appointment of Susie Arnott to lead on this area with the business Expertise in city and Impact investment. May’s Quarterly Report – great prominence given to Social Impact – 5 pages (50%!) We believe Latitude is a very inspiring story of how embracing sustainable initiatives can bring huge benefit to both communities and the organization. It’s not philanthropy but strategic initiatives with considered objectives and benefits. By unlocking the best within their local communities they have positioned themselves amongst the best boutique hotels in the world. Incredible – sharing stage with SoHo House at BoHos!!?
- Fanjove, part of SSC, a genuine paradise SSC was hand-selected to take over FI from ED on the death of ED’s founder due to his determination that FI’s exquisite beauty should not be exploited. Huge strides have been made in recovering and supporting the ecology of the marine area. Legacy that SSC has inherited and now also working on. Comprehensive range of initiatives (screen)– which will look at – but as with Lat the key to success was that the initiatives were mutually beneficial various stakeholders
- Firstly a brief look at the architecture of Fanjove Nothing permanent, all natural materials (apart from the LH) 19th century – which was has been carefully conserved by SSC. LH light now shining for first time since 1964 Entire banda structure and furniture from planted wood (no hardwood felled) and palm leaves Solar power; desalinated water Extremely light footprint Eco luxury – every need catered for but unpretentious and natural – completely in keeping with the island. Personal aside - concept of ‘genius loci’ or ‘spirit of place’
- Central to the success of what has been achieved at Fanjove SSC rents Fanjove from Songo Songo & 3% of income returns to village – (school loos, roof for police station) Established a Beach Management Unit - elected by fishing community which Fanjove sponsor (provide boat and fuel). Malcolm advises them. At first there was a distrustful relationship between BMU and Fanjove but it is now held as a best practice example (WWF came to visit with a Kenyan team to learn). Centred on education and respecting fisherman’s self-interest The BMU and children being brought to snorkel the reef from the island. Fisherman didn’t care about conservation until they could see the benefits in fish stock and enjoy the trade protections that cooperating gave them.
- Coral reef – given life to all the ecosystem of the islands and the lagoons Extensive coral gardens – ideal habitat off the main beach Had suffered massive damage from dynamite fishing 8years ago they stopped this on Fanjove - Initially they started by patrolling it themselves Long project, much work Tactics – lobbied gas industry. Importance of gas to locals. Ecologist took CEO diving the reef to see the damage – security concerns! Then, together they lobbied Gov’t. Hence, firstly chased away; then used intelligence, diplomacy and negotiation Removed the motivation by increasing understanding of the ecosystem and how reef restoration would benefit the fish stock 2.5yrs ago DF completely ceased within Songosongo archipelago 2018 – none in whole of TZ
- Octopus – tangible example Plan to stop octopus fishing Done by foot on reef or snorkelling – speared with a stick Fanjove stated that fishing would close - every 3 months; open for 1 week of fishing. Initially a ban was imposed Huge octopus increase and other species returning Now BMU support it as they see the benefit. Next step will be ID cards to recognise local fisherman as it’s attracting other fisherman from other areas. Unprecedented success. Long term aim to establish this no fishing zone across the archipelago 25 reefs – fisherman can rotate each reef has time to grow
- Turtles Similarly, success with turtles Seasense – helped them train staff on how to move eggs in case laid below high tide mark. Quite often – especially in Fajove where the beach is steep. BMU and FJ team are controlling nests and moving them where necessary. 2-3 nests was normal previously 21 nests in 2018!! April – May turtles lay eggs; hatching June - July
- Monitoring ecology Coconut Crabs –Disappeared from many parts of the world –considered a delicacy by local populations. Almost extinct except on islands Still abundant on Fanjove . When arrived, vegetation was thin Fisherman cutting everything Now it’s grown so provides food for coconut crabs For this reason initiated a monitoring programme Measure; note markings; Log- sex & age Info shared with World Map of Coconut Crabs
- Fame of archipelago not that of Zanzibar and yet the Mafia marine park (establish 1995) t is the largest protected marine area in the Indian Ocean characterized by indescribable beauty. High biodiversity on reefs mainly due to the waters from the mineral rich waters of the Rufiji river which allow huge variety of marine flora and flora to thrive. Described as a “marine metropolis”! – due to concentration of biodiversity: Bottle-nose and spinner dophins – vast pods; exclusive experience Humpback whales Migratory and native birds *Eco-tourism - Guests are few and the footprints are light