Attracting, Engaging & Supporting the Conscious Traveler

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Delivered to the ATEC Symposium Sunshine Coast

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  • 1.Crossing the Chasm Attracting, Engaging & Supporting the Conscious Traveler WHY? WHO? HOW? ATEC Symposium, Noosa, Sunshine Coast, May 4th, 2012Anna Pollock, Conscious Travel1

2. This Presentation isnt For Everyone! Focus:Small, Niche Tourism ProvidersF.I.T. Leisure & BusinessRegional Communities outside CBDs of largecities2 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 TsunamiSource: UNWTO - Growth in International Trips 1950-2020 5. The Story of TourismIs this growth achievable? If not, wheres Plan B? 6. BIOPHYSICAL REALITIES6 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 sustainableif we fail to alter our patterns of production and consumption, things will begin to go badly wrong7 8. Costs and Risk to Increase The resources on which businessesrely will become more difficult toaccess and more costly. Therewill be an increasing strain oninfrastructure and natural systemsas patterns of economic growthand wealth change. Physicalassets and supply chains will beaffected by the unpredictableresults of a warming world. Andbusiness will be confronted withan ever more complex web oflegislation 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 Change6. Urbanization 2. Energy and Fuel 7. Disparate 3. Material resourceprosperityScarcity8. Food security 4. Water Scarcity9. Ecosystem Decline 5. Population &Consumption 10. Deforestationgrowth10 11. But Australians Apparently are Not!Australians are effectivelyindifferent to global andsocietal issuesAustralians have put aside thethe environment in favour ofFood, health, crime, safety andrights to basic public services -tangible things peopleconfront on a daily basisWhat Matters to Australians, produced by the University ofTechnology, Sydney and the Melbourne Business School 11 12. If this story came trueWhat are the implications?And IF Plan A is unattractive, wheres Plan B? 13. Resident Backlash 14. Resident Backlash 15. Irresponsiblity 16. Desparation? 17. Resignation? 18. Two Roads: Two Kinds of TravelMassIndustrialised TourismImpulse, Frequent, a rightComfort & ConvenienceThe Packaged ProductPRICE the decision factorVOLUME GROWTH IMPERATIVEAbundance of Choice butSamenessPrice TransparencyCommodificationAutomationDiminishing MarginsVolatilityCustomers as TargetsLimited ResponsibilitySUCCESS = VOLUME OFVISITORS 19. No Living System Grows Indefinitely19 20. This is the fork in the Road 21. Whats Enabling an Alternative?MassIndustrialised Tourism An Alternative Model?Impulse, Frequent, a rightComfort & ConvenienceThe Packaged ProductPRICE the decision factorVOLUME GROWTH IMPERATIVEAbundance of Choice butSamenessPrice TransparencyCommodificationAutomationDiminishing MarginsVolatilityCustomers as TargetsLimited ResponsibilitySUCCESS = VOLUME OFVISITORS 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 quarters results22 23. ACUMULATING SIGNSCultural CreativesLOHAS Eco-tourismResponsible TourismSustainable Tourism Geo TourismFair Trade TourismPhilanthropic TravelLocal Travel Movement Indigenous Tourism Educational / Scientific Tourism Health & Wellness/Spa Tourism 24. RECESSION AS PUNCTUATION POINTDon TapscottRECESSION AS CHANGE ACCELERATORAnna Pollock 25. POST RECESSIONARY CONSUMERS 25 26. 1950s 1990s1990s - 2007 After 2008Source: The Darwinian Gale, The Futures Company 2010 28 27. New Consumers still want MORE, but they are defining thatdifferently. Not more shiny trifles and mountains of consumer goodsbut, rather, more meaning, more deeply felt connections, moresubstance and a greater sense of purpose.72% say they are trying to improve the way they live71% are trying to improve who they are as individuals59% worry that society has grown too disconnectedfrom the natural world51% would like to be part of some important cause67% believe most people would be better off if they livedmore simply69% claim to be smarter shoppers than they were a fewyears ago64% say that making environmentally friendly choicesmakes them feel good about themselves. 28. Conscious 29. The Conscious Youthful, wired, highly educated, majorityfemaleConsumerThree times more likely to try new thingsThree times more likely to reward or punisha brand based on corporate practiceDedicated box turner but doesnt trustcorporate declarationEven in the recession, the majority believeit important to make choices based onenvironmental and social benefitsMore than half are willing to pay more forsustainable brandsAsks whats in it for we?Active co-creators of products andexperiencesThe Conscious Consumer Report, 2009, BBMG 30. 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 companies35 31. 36 32. SUPPORT VARIES REGIONALLYAustralia31% 37 33. Why Attract, Engage & Support the Conscious Traveller?If you get it right, theyll ..1. Reward you with higher yields2. Help market your destination, or company3. Favour responsible suppliers, encourage best practice,4. Reduce costs (energy, waste, turnover, employee engagement)5. Help ensure you stay ahead of demand6. Reduce the volatility7. Generate more net benefit to local economies8. Help protect & rejuvenate ecosystems and culture & retain bio & cultural diversity 34. What does theConscious Travellerwant? 35. 1. Local, Authentic, Quirky 36. 1. Local, Authentic, Quirky2. Personal &Customised 37. 1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive 38. 1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive4. Slow, Sensual & to be Savoured 39. Wine & sunsets Local Food Star Gazing Indigenous Stories Conversations around a campfireImage: http://www.redbubble.com/people/voyager/works/3731604-uluru---uluru-kata-tjuta-national-park---australia 40. 1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive4. Slow, Sensual & to be Savoured5. Transformational Change Me 41. 1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive4. Slow &Savoury5. Transformational Change Me6. Let me share 42. Collaborative Consumption 43. 20122009 44. 1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive4. Slow &Savoury5. Transformational Change Me6. Let me share7. Show me you care responsible providers 45. Show Me You Care 58 46. Conscious Travellers are Wired to CARE Purpose is the new passionParticipation in the new consumption BBMG 47. 1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive4. Slow, Sensual & to be Savoured5. Transformational Change Me6. Let me share7. Show me you care responsible providers8. Let me show I care 48. Support Their CausesLet ThemParticipate and Co-Create 49. 1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive4. Slow, Sensual & to be Savoured5. Transformational Change Me6. Let me share7. Show me you care responsible providers8. Let me show I care9. Use kindred spirit intermediaries 50. 1. Local, Authentic, Quirky2. Personal &Customised3. Experiential and Immersive4. Slow, Sensual & to be Savoured5. Transformational Change Me6. Let me share7. Show me you care responsible providers8. Let me show I care9. Use kindred spirit intermediaries10.Will become your advocate 51. How do we cross the chasm?67 52. How do we create an alternative?MassIndustrialised Tourism Conscious TravelImpulse, Frequent, a right Considered, cautiousComfort & ConvenienceSeeking VALUE & meaningThe Packaged Product PLACE Specific Experiences Not ProductsPRICE a key decision factorVALUES the key factorVOLUME VALUE& YIELDAbundance of ChoiceUniqueness= scarcityPrice Transparency Price TransparencyCommodificationComparisons difficult becauseStandardizationLocal sourcing, hand madeSameness DiversityAutomation PersonalCustomers as Targets Customers are Co-creative PartnersNo Frills or No SurprisesFull of spontaneity, unexpected delightPUSH marketing Promise of an Experience that PULLSSUCCESS = VOLUME OFSUCCESS = NET BENEFIT TO HOSTVISITORS COMMUNITY, RESILIENCE, 53. How do we create an alternative?INDUSTRIALCONSCIOUSDMO HOSTTOP DOWN PLANS & POLICIES BOTTOM-UPCHECKLISTSCOMMUNITY LEARNING BY DOINGPRODUCT PLACECOMPETITION COLLABORATIONOUTSIDE ININSIDE OUTPUSHPULL 54. The Conscious Travel ProgramCONSCIOUSTRAVEL CONSCIOUS HOSTCHANGE AGENCY SOCIAL MARKETING EXPERIENCE DESIGN PLACE IDEAL EMPLOYEES & SUPPLIERSYOUR IDEAL CUSTOMERCULTURE & BRANDVALUES & PURPOSECONTEXT MINDSET 55. Be Inspired!Anna Pollockwww.conscioustourism.wordpress.comwww.slideshare.net/AnnaPEmail: annapollock@me.com