trends in marketing sustainable meeting destinations
DESCRIPTION
What are the elements of a sustainable meetings destination? How do you market and position your destination? Who are the leaders? What do they do as best practiceTRANSCRIPT
Positioning Cities as Sustainable Meetings Destinations
Guy Bigwood, MCI Group Sustainability DirectorPresident
How do weaccelerate
towards sustainability?
transformation
…and increasecompetitive advantage
DRIVERS OF CHANGE
OPPORTUNITIES
BESTPRACTICES
A
G
E
N
D
A
The GMIC is the premier global community solely
dedicated to sustainabilitynot only through education, but also by spearheading
research, policy and standards for the meetings
and event industry
+600 leaders > 30 Countries
Our mission is to transformthe global meetings industry through
sustainability
ASustainable
Future
Current Reality
Common understanding of sustainability
Source:The Natural Step
Sustainable Supply
Sustainable Demand
Our understanding of sustainability
"An enduring, balanced approach to economic activity,
environmental responsibility and social progress”.
http://www.youtube.com/watch?v=Doeb6QWJ5kA
But what is sustainability
Our Sustainability Principles
1. Reduce dependance on fossil fuels and heavy metals
2. Reduce use of synthetic chemicals that persist in nature
3. Reduce destruction of nature and natural processes
4. Help people meet their basic human needs
Based on The Natural Step
How do weaccelerate
towards sustainability?
transformation
Capacity + Skills
SupplyBusiness Case + Skills
Demand
Ingredients of Transformation
Is there demand?Are clients asking for sustainability today?
Statistics say yes?
76% of EMEA meeting planners report that CSR will be a focus
for their organizations (63% in U.S) FutureWatch 2010
66% of planners will or had already implemented - green
initiatives 2009 EventView
Fact: Clients are asking!
• Does your company have aCorporate Social Responsibilitypolicy?
• Does your company have a personin charge of the CSR policy?
• Does your company publish aCSR report?
• Please describe your company’sprocess for implementing CSRstandards in its supply chain ?
Examples from RFPs at MCI
Shades of Green BehaviourGap between Doing and Saying
BEGINNERS• 35%• Just starting
MAJORITY
• 50%• Procurement asking.• Event Mgrs doing basic stuff
wont pay more
LEADERS• 15%• Open to pay
more & save
What will
drive demand
Global Consumer Trends
• 76% buy greenproducts (Eur & US)
• Only 8% majoritybuyers
ConsumerRevolution
19
20
Venues, Hotels and Destinations using sustainability as a
competitive differentiator and business generator
What does it take to be a
leader?
CSMP FRAMEWORK
GRI
APEX
www.csmp.dk
Leadership and Strategy
Power to vision and backcast the future
25
Leadership from the industry
26
Stakeholder Engagement
28
Copenhagen Sustainable Meetings Consortium
Operational Integration
32
Education Products & Services
MarketingNetworks
34
35
37
Reporting your progress
39
Reporting of impacts and strategy
CSMP FRAMEWORK
GRI
APEX
www.csmp.dk
So who are the
leaders?
Gre
en M
eeti
ng
s
Green Destination
Industry Thought Leaders
Developing Leadership
Copenhagen
London
Amsterdam
Budapest
AthensBangkok
Stockholm
Seoul
ParisBerlin Vienna
Performance Leadership
Process Leadership
Pro
cess
Performance
Thought Leadership
Performance Leadership
Process Leadership
Portland CC
Copenhagen Bella Centre,
Amsterdam RAI Goteborg Massan
Buenos Aires Rural Predio Ferial
London Excel
Stockholm CC
Coex Seoul
Bangkok CC/Centara
Barcelona CCIB
Messe Berlin
Sao PauloExpo Centre Norte
Developing Leadership
44
The Meeting Industry isTRANSFORMING
Summary
We still have a long way to go
Drivers for change
46
Increasing societalpressure
Increasing Client Demand
Increasing Competitiive
Increasingly availabletechnology and knowledge
Collaborate toInnovate to
Compete
For more information
www.greenmeetings.infoLessConversationMoreAction.com
Images: istockphoto.com,