Crossing the Chasm – Attracting, Engaging & Supporting the Conscious Traveler

WHY? WHO? HOW?

ATEC Symposium, Noosa, Sunshine Coast, May 4th, 2012Anna Pollock, Conscious Travel

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This Presentation isn’t For Everyone!Focus:

Small, Niche Tourism ProvidersF.I.T. Leisure & Business

Regional Communities outside CBD’s of large cities

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Two roads diverged in a wood, and I-- I took the one less traveled by,

And that has made all the difference. (Robert Frost)

The Tourism Tsunami

Source: UNWTO - Growth in International Trips 1950-2020

Is this growth achievable?

If not, where’s Plan B?

The Story of Tourism

BIOPHYSICAL REALITIES

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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 sustainable…if we fail to alter our patterns of production and consumption, things will begin to go badly wrong”

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Costs and Risk to Increase

“ The resources on which businesses rely will become more difficult to access and more costly. There will be an increasing strain on infrastructure and natural systems as patterns of economic growth and wealth change. Physical assets and supply chains will be affected by the unpredictable results of a warming world. And business will be confronted with an ever more complex web of legislation and fiscal instruments.”

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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.”

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Big Business is Concerned About these Issues

1. Climate Change2. Energy and Fuel3. Material resource

Scarcity4. Water Scarcity5. Population &

Consumption growth

6. Urbanization7. Disparate

prosperity8. Food security9. Ecosystem Decline10. Deforestation

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But Australians Apparently are Not!

Australians are effectively indifferent to global and societal issues

Australians have put aside the the environment in favour of Food, health, crime, safety and rights to basic public services - “tangible things people confront on a daily basis”

What Matters to Australians, produced by the University of Technology, Sydney and the Melbourne Business School

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What are the implications?

And IF Plan A is unattractive, where’s Plan B?

If this story came true

Resident Backlash

Resident Backlash

Irresponsiblity

Desparation?

Resignation?

Two Roads: Two Kinds of Travel

Mass Industrialised Tourism

Impulse, Frequent, “a right”Comfort & ConvenienceThe Packaged ProductPRICE the decision factor

VOLUME GROWTH IMPERATIVE

Abundance of Choice but SamenessPrice TransparencyCommodificationAutomationDiminishing MarginsVolatilityCustomers as TargetsLimited Responsibility

SUCCESS = VOLUME OF VISITORS

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No Living System Grows Indefinitely

This is the fork in the Road

What’s Enabling an Alternative?

An Alternative Model? Mass Industrialised Tourism

Impulse, Frequent, “a right”Comfort & ConvenienceThe Packaged ProductPRICE the decision factor

VOLUME GROWTH IMPERATIVE

Abundance of Choice but SamenessPrice TransparencyCommodificationAutomationDiminishing MarginsVolatilityCustomers as TargetsLimited Responsibility

SUCCESS = VOLUME OF VISITORS

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 quarter’s results”

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ACUMULATING SIGNSCultural Creatives

LOHASEco-tourism

Responsible TourismSustainable Tourism

Geo TourismFair Trade Tourism

Philanthropic TravelLocal Travel Movement

Indigenous TourismEducational / Scientific TourismHealth & Wellness/Spa Tourism

RECESSION AS PUNCTUATION POINTDon Tapscott

RECESSION AS CHANGE ACCELERATORAnna Pollock

POST RECESSIONARY CONSUMERS

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1950s – 1990s 1990s - 2007 After 2008

Source: The Darwinian Gale, The Futures Company 2010

New Consumers still want MORE, but they are defining that differently. Not more shiny trifles and mountains of consumer goods but, rather, more meaning, more deeply felt connections, more substance and a greater sense of purpose.

• 72% say they are trying to improve the way they live• 71% are trying to improve who they are as individuals• 59% worry that society has grown too disconnected

from the natural world• 51% would like to be part of some important cause• 67% believe most people would be better off if they lived

more simply • 69% claim to be smarter shoppers than they were a few

years ago• 64% say that making environmentally friendly choices

makes them feel good about themselves.

Conscious

• Youthful, wired, highly educated, majority female

• Three times more likely to try new things

• Three times more likely to reward or punish a brand based on corporate practice

• Dedicated “box turner” but doesn’t trust corporate declaration

• Even in the recession, the majority believe it important to make choices based on environmental and social benefits

• More than half are willing to pay more for sustainable brands

Asks “what’s in it for we?”

Active co-creators of products and experiences

The Conscious Consumer

The Conscious Consumer Report, 2009, BBMG

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• 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 companies

DOING GOOD IS GOOD FOR BUSINESS

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SUPPORT VARIES REGIONALLY

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Australia 31%

Why Attract, Engage & Support the Conscious Traveller?

If you get it right, they’ll ..

1. Reward you with higher yields2. Help market your destination, or

company 3. 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

What does theConscious Traveller

want?

1. Local, Authentic, Quirky

1. Local, Authentic, Quirky2.Personal & Customised

1. Local, Authentic, Quirky2. Personal & Customised3.Experiential and Immersive

1. Local, Authentic, Quirky2. Personal & Customised3. Experiential and Immersive4. Slow, Sensual & to be

Savoured

Image: http://www.redbubble.com/people/voyager/works/3731604-uluru---uluru-kata-tjuta-national-park---australia

• Wine & sunsets• Local Food• Star Gazing• Indigenous Stories• Conversations around a campfire

1. Local, Authentic, Quirky2. Personal & Customised3. Experiential and Immersive4. Slow, Sensual & to be Savoured5.Transformational – Change

Me

1. Local, Authentic, Quirky2. Personal & Customised3. Experiential and Immersive4. Slow & Savoury5. Transformational – Change Me6.Let me share

“Collaborative Consumption”

20092012

1. Local, Authentic, Quirky2. Personal & Customised3. Experiential and Immersive4. Slow & Savoury5. Transformational – Change Me6. Let me share7.Show me you care –

responsible providers

Show Me You Care

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Conscious Travellers are Wired to CARE

“Purpose is the new passionParticipation in the new

consumption”BBMG

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

Support Their CausesLet Them

Participate and Co-Create

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

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

How do we cross the chasm?

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How do we create an alternative?Conscious Travel

Considered, cautiousSeeking VALUE & meaningPLACE Specific Experiences Not ProductsVALUES the key factor

VALUE & YIELD

Uniqueness= scarcityPrice TransparencyComparisons difficult because…Local sourcing, hand madeDiversityPersonalCustomers are Co-creative PartnersFull of spontaneity, unexpected delightPromise of an Experience that PULLS

SUCCESS = NET BENEFIT TO HOST COMMUNITY, RESILIENCE,

Mass Industrialised Tourism

Impulse, Frequent, “a right”Comfort & ConvenienceThe Packaged ProductPRICE a key decision factor

VOLUME

Abundance of ChoicePrice TransparencyCommodificationStandardizationSamenessAutomationCustomers as TargetsNo Frills or No SurprisesPUSH marketing

SUCCESS = VOLUME OF VISITORS

INDUSTRIAL CONSCIOUS

DMO HOST

TOP DOWN – PLANS & POLICIESCHECKLISTS

BOTTOM-UP COMMUNITY LEARNING BY DOING

PRODUCT PLACE

COMPETITION COLLABORATION

OUTSIDE IN INSIDE OUT

PUSH PULL

How do we create an alternative?

MINDSET

CONTEXT

VALUES & PURPOSE

CULTURE & BRAND

YOUR IDEAL CUSTOMER

IDEAL EMPLOYEES & SUPPLIERS

PLACE

EXPERIENCE DESIGN

SOCIAL MARKETING

CHANGE AGENCY

CONSCIOUS HOST

CONSCIOUSTRAVEL

The Conscious Travel Program

Be Inspired!Anna Pollockwww.conscioustourism.wordpress.com

www.slideshare.net/AnnaP

Email: annapollock@me.com