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Sustainable Holidays
Who’s Responsible?
Changing Tourist Behaviour
The Customer Journey
Inspiration
Research
BookingIn
Destination
Sharing Experience
Key customer choices resulting in sustainability implications are made:
• Between research and booking
• In destination
Key Decision Making Factors
Destination - where?
Timing/season/climate – when?
Holiday type – what do you want to do?
Cost – how much?
Distance/Access – how far/how easy?
Buying a sustainable holiday?
• Responsible Holiday agent
• Eco-tourism tour operator
• Certification
Choice Editing
"...shifting the field of choice for mainstream consumers: cutting out unnecessarily damaging products and getting real sustainable choices on the shelves.”
"...[removing] environmentally offensive products from commercial consideration or [making] such products expensive to use."
Inspiration
Research
BookingIn
Destination
Sharing Experience
Eat good food –drink good wine
Get a tan
Explore amazing landscapes
Relax and tune out
Take photos
Quality time with partner/family
Experience different history and culture
BRAGGING RIGHTS
The Independent, March 2017
“I have no shame in admitting I love going to places that I know will look good on Instagram, but that's not the only reason for choosing them” “If a place is beautiful, I'll appreciate it and enjoy being there as well as upping my Insta-game - it's a win-win.”
TURNING GOOD INTENTION INTO
ACTION
Thank You