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William L. Bryan, Jr., PhD.Co-Founder and ChairmanOff the Beaten Path, LLC

Bozeman, Montana

Ecotourism and Responsible Travel:How Important are they in the “Higher

End” Traveler’s Decision Making?

September 2007

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Ecotourism, Responsible Travel, Sustainable Travel, Tread Lightly, Agri-ecotourism and Other Good

Sounding Terms Seem to be Everywhere

Great!This is exactly why Pam and I got into the travel business some 22

years ago.An industry that if played out correctly could do some real good in

the world.If not it is an extractive industry just like so many others – takes

more than it gives back.

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Adventure Collection’s study in 20052000 interviews through Opinion Research Corporation: 909 were considered Adventure Vacation Travelers; study focused on them.

Rural Landscape Institute’s market segmentation research study in late Spring of 2007

500 interviews done by MarkitectureAgritourism focus

Market Research Studies In Which I’ve Been Involved Has Given Hope That Consumers Are

Taking Us In The Right Direction

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Importance Of Responsible Travel When Choosing A Travel Provider

About three quarters (74%) of the respondents who have taken an Adventure Travel Vacation in the past three years say responsible travel practices are extremely important (39%) or very important (35%) when choosing a travel provider

Others: 19% somewhat important; 5% not very or not at all important and 2% don’t know

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Amount Willing To Pay More For Guarantee Of Responsible Travel Practices

Adventure Travel Vacationers (all 909) are willing to pay an average of 10% more for this type of vacation if they are assured of the travel provider’s responsible travel practicesThose willing to pay more, would pay 14% or more for the guarantee of responsible travel practices

Don’t know16%Would pay nothing to 4% more28%Would pay 5-8% more9%Would pay 9-12% more21%Would pay 13-16% more5%Would pay 17-20% more6%Would pay 21-24% more1%Would pay 25% or more14%

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Travelers under the age of 35 are willing to pay more for responsible travel practices than older respondents

Age And Responsible Travel

9%65 years10.5%55-64 years10.2%45-54 years8.5%35 -44 years12%25-34 years13%18 to 24 years

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44% of the respondents say it is either extremely important (12%) or very important (32%) to have a rating system of travel providers for responsible travel

Importance Of A Rating System ForResponsible Travel

Don’t know2%Not very or not at all20%Somewhat important34%Very important32%

Extremely important12%

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But, the youngest group of respondents (18-28) is more likely to be extremely or very interested in a responsible travel rating system than older age groups

40%65 and older43%55 – 64 years47%45 – 54 years43%35 – 44 years38%25 – 34 years53%18 to 24 years

Rating System Comments Age

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A large percent of respondents think that it is important that avacation is educational (58%), adventurous (56%) and environmentally focused (46%).

Cross cultural experiences were second only to beach vacations in overall popularityEnvironmental education, authenticity; also strong interests

Rural Landscape Institute Results

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Called up the owners and/or marketing and sales director of the nine corporate members of the Adventure Collection

Asked: Does ecotourism, responsible travel, carbon offset, conservation ethics come up in the sales process with a prospectand first time clients?An almost unanimous response:

0 – 1% of the time!

Need to “drill” down more

Needed a Reality Check

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What I Found

Return / repeat businessResponsible travel principles figure fairly prominently in building loyalty

Must be proactive in both the sales and education processes of company’s overall program

Carbon Offset example: Natural Habitat Adventures3 step sales process: 40% conversion

Plastic water bottle education toolRelating cultural exchange, social issues, corporate philanthropic initiatives

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What I Found (cont’d.)

Assumed prospects / clients did internet research and that the company’s clearly stated corporate responsible travel program figured into their research and thus calling them

Overall research studies show67% of travelers do internet travel researchTravelers spend 13 hours per vacation on researching travel destinations

Responsible travel ethics are highly valued by company staffIn full employment areas (e.g. Banff, Bozeman) staff recruitment and retention are highly influenced by how well company is actually carrying out its responsible travel agendaStaff constantly raising the bar whether its carbon emission reduction, recycling, issue education or seeking out new sustainable options in operations

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What I Found (cont’d.)

The Company believes it is the right thing to doNot greenwashingNot “running scared”Wants to educate the customer: it is an integral part of the experience

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Taking on Big Projects that no one is Forcing Them to do

Lindblad’s Climate Change CruiseOff the Beaten Path’s Rural Landscape Institute and seven-state national model for agritourismGeographic Expedition’s donor advised program with Tides FoundationMicato’s AmericaShare Program and Lend a Helping Hand Program

also

Wildland Adventures’ Travelers Conservation Trust and their dollar a day for conservation program.Alaska Wildland Adventures – contribute a minimum of 10% of their pre-tax earnings to conservation interests; also, have comprehensive guiding principles for all their operations.

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Regardless, from a sustainability perspective, we have our work cut out for us both in getting our companies and organizations in order, and also in convincing and selling our customers

On increasing costs of their travelOn some basic and formidable lifestyle changes