Upload
anna-pollock
View
773
Download
0
Embed Size (px)
DESCRIPTION
Shows how the three change drivers - technology, values and biophysical reality are inter weaving and necessitating a new approach to destination marketing and management. Hosts must wake up and become community change agents
Citation preview
Building an Iconic Destination That Inspires and Endures
Anna Pollock, Founder, Conscious Travel
Thanks for having me back!
Come to the edge.' 'We can't. We're afraid.' 'Come to the edge.' 'We can't. We will fall!' 'Come to the edge.' And they came.And he pushed them. And they flew
4
Why??
Breakdown or Breakthrough?
Tourism is the biggest connecting activity on the planet
Travel & Tourism has a unique role to play in helping us breakthrough
Tourism will either be part of the solution or part of the problem
Accelerated Consumption
Climate Change
Energy & Fuel
Material Resource Scarcity
Food scarcity
Water Scarcity
Ecosystem Decline
Disparate Prosperity
Government Debt
Lack of Global Governance
Political Instability
Pandemics
THE PERFECT STORM
The State We’re In
What the Graph Doesn’t Show Volatility Net revenues Net benefits Spending per capita DIMINISHING
RETURNS Value retention in the
host community Productivity (yield per
employee) CONCENTRATION OF
WEALTH
90% + of demand factors outside of the control of anyone in tourism
7
Can we handle another 400 million tourists in just 8 years?
The Island Where Tourist Garbage is Stored in the MaldivesSource: Daily Mail
The Queue to Climb EverestSource: Guardian
• see: Can Tourism Change its Operating Model?
How will we handle congestion?
How will we handle waste?
How will we handle emissions?
How will we manage our thirst for water and land?
How will avoid residents’ backlash?
Protest Sign Erected by Young BalineseSource: ABC They Paved Paradise
Source: China Daily
How will we protect vulnerable people and cultures?
The State We’re In
Tourism now supports 1 billion international trips a year
It can produce income, economic growth, jobs, foreign exchange, conserve wildlife, preserve cultures..but it doesn’t always
Are we at a tipping point?
Metaphorically speaking, we’re about to experience a tourism tsunami + galeforce winds + earthquake
Will the tourism capsule hold out?
10
“We have to continually be jumping off cliffs and developing our wings on the way down.” Kurt Vonnegut
when you're at the edge,
you have to go forward or backward;
if you go forward, you have to jump
together…..
Yo Yo Ma
Location for the Next Executive Meeting of TOTA?
The three drivers of change
Their inter-relationships and impact
TOTA’s opportunity to continue to lead
Introduce Conscious Travel
14
Connectivity Values Cost & Opportunity
“I” AM the Author Journalist Film maker Reviewer Marketer Intermediary LEADER
Technology shifted the balance of power
Me-centred universe
do you have wifi?
Biophysical Realities
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”
24
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”
25
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.”
26
To keep below 2 degrees Celsius we’ll now have to reduce carbon emissions by 5.1% per year.
Between 2000 and 2011 we’ve achieved reductions of just 0.8% per year.
27
Concur with UN Secretary General that current growth model is a form of “suicide pact”Promoting concept of Zeronauts working on Zero Impact; Zero Waste sector by sector
28
29
Is there a Value Shift?
The NEW Consumer
31
New Consumers still want MORE, but they are defining that differently.
Now they seek more meaning, more deeply felt connections, more substance, more control and a greater sense of purpose.
32
The Conscious Consumer Report, 2009, BBMG34
35
•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: 2012
SUPPORT VARIES REGIONALLY
36
Consumers Ahead of Marketers
Economic Disparity – Erosion of the Middle Class
How do these change drivers interact?
?
Panic + Innovation Vertigo
What’s this leading to?
42
Connectivity + Content
= Transparency
= Competition (downward pressure on prices)
= Need for innovation
= Need for Talent
= Importance of Reputation
= Need for Authenticity
1. Companies are Valued Differently Now
43
2. The Humanisation of Business
You cannot control your brand
Your brand emerges as the outer expression of your values and beliefs
4. What CEO’s Most Focus On
46
3. Purpose Must Precede Profit
3. Purpose & Behaviour
Source: Richard Barrett – The Values Centre47
Impact on BusinessRE-THINKING CAPITALISM
•Whole Foods
•Southwest Airlines
•Zappos
•The Container Store
•Amazon
•Joie de Vivre
CONSCIOUS CAPITALISTS
50
4. How CEO’s are Re-organising
4. The characteristics CEO seek from employees
So TOTA if you really want to:•Fly!
•Stand out
•Lead not follow
•Create best practice not copy it
•And become iconic
….you will…….
1. Define Success Differently•Better not necessarily bigger
•Resilient
•Vitality
•Agility
•Capacity to Innovate
•Capacity to Stand Out
•Zero impact
2. Measure Success Differently
•Net benefit to whole community
•Net promoter score (NPS)
3. Change the Operating Model from
To:
© Anna Pollock, Conscious Travel
Plenty
NEW MODEL Plenty
enough, sufficiencyimplicit a sense of limitsadequate - don’t need moreimplies that multiple stakeholders benefitfocus on quality not quantity “wellth” and happiness vs wealth
59
Plenty
People
NEW MODELPeople
encounters
relationship
trust
transactions only occur if trust is present
BODY, MIND, HEART & SOUL
Individual
Plenty
People
Place
NEW MODELPlace
each place is unique
unique places sustain value
Personality of Place
Living Presence - essence, spirit, soul
Indigenous people understand placesare sacred
61
62
Plenty
People
Place
Purpose
NEW MODEL
Purpose
what’s the higher purpose of the business?why should employees bring their whole selves to work?
people seeking meaning
conscious travellers seeking to be changed
Higher purpose ignites Passion
63
Plenty
People
Pull
Place
Purpose
NEW MODEL
Pull
challenge is to attract
power shifted to guest
to be magnetic you have to be clear about who you are and send out strong signals
you need to master social technologies and media in order to sustain relationships and build trust
64
Plenty
People
Pull
Protection
Place
Purpose
NEW MODEL
Protection
Hosts must become proactive champions & custodians
Compliance and CSR programs not enough
“Licence to Operate” will depend on minimal (preferable zero) footprint
65
Plenty
People
Pull
Protection
Place
Purpose
Pace
NEW MODEL
Pace
help guests learn the art of living
rediscover what it means to be a human being not a human doing
learn to savour & satiate the senses
increase length of stay and spend
66
Plenty
People
Pull
Protection
Place
Purpose
Pace
NEW MODEL
•Encounters & relationships before transactions
•PLACES before products
•PURPOSE & PASSION drive Profit
•PROTECTION = zero impact & rejuvenation
•PULL as in attract & support not Push
PACE as in SLOW & SAVOUR
67
Conscious Travel is
A Mindset
A Movement
A creative e-learning program
There is no single blueprint on a shelf; no instantly available “how to manual” It’s up to you-us to create them
68
Conscious Travel
• Hosts
• Values-based Learning Program
• Connectivity
• Participation & Support
Conscious Travel
70
Imagine......a network of host communities each exploring how to deliver net benefits from tourism,a good living for people,and transformative experiences for guestseach in their own way?
In the same way that cells combine to form different organs of the body, so will the collective output of these cells combine to create a new organic, ecological form of tourism -
one that is environmentally sustainable, socially just and spiritually fulfilling
Do please send comments and feedback to:[email protected]
www.conscious.travel
www.facebook.com/conscioustravel