3. Responsible Tourism Awards
• Founded 2004
• Global
• 2000+ nominations/yr
• The toughest to win
• Congratulations Røros!
4. Why Røros?
• Hospitality and “Local Knowledge” program. Over 90 businesses and 350 people
have so far enrolled and the first companies have completed the programme
• Sustainable business development programme available to its 175 member
businesses
• Local food safari’s with local food guides educated by Destination Røros promoting
local food from 28 local producers as well as the summer mountain farms
• 25 students from the University NTNU in Trondheim have been involved in
designing new sustainable waste systems
• Role in maintaining the charter winter market (Rørosmartnan[2]) which dates back
to 1853 and which plays an important part in maintaining the local culture [2]
www.rorosmartnan.no
7. In numbers
• Founded 2000
• Holidays sold worth £72,365,243
• 638,681 total booking enquiries
• 350,000 monthly visitors
• Database of 150,000 people who’ve booked or enquired
• Work with 20 destinations as part of our Destination Partnership scheme
7
10. Underlying the market is a growing polarisation
in the holidaymaker mind-set between
security, luxury and convenience on the
one hand and freedom, independence
and authenticity on the other
Mintel Oxygen Reports July 2011
Mintel Oxygen Reports July 2011
11.
12. Package holiday market share
Historic 90%
2003 47%
2009 38%
2010 39%
Tourism niches + DIY travel = the new mainstream
Mintel Oxygen Reports July 2011
13. What’s changing..
• EFM is becoming as important than VFM
• Experience for money vs. value for money
• We are seeing experience inflation
• What seemed a big experience 10 years ago is not now
• The family who went to a resort in Spain then now want to kayak or ride ponies
13
14. What’s changing..
“The post 2nd World War atmosphere of selective
austerity, deferred desire and earned pleasure,
sustainability vs. waste, a yearning for connection and
contact, is recognisable once more”
Robert MacFarlane
18. What does all this mean?
• Huge downward pressure on price in commodity sector
• The power is with the client
• Anyone competing heavily on price alone will be found out in
seconds unless you are the cheapest globally
• The market has polarised
– All the growth is coming from niches + DIY not package tourism
Differentiating destinations and products is more vital than ever
19.
20. The new reality of travel
Cheaper
Shorter
Closer to home
SPLIT HOTELS
Unless you offer something really special..
24. Impacts of tourism
Not just on wildlife and environments
but also
on local people and their cultures
25. Tourists must leave behind more than footprints
Tourism and the travel industry “is essentially the renting
out for short-term rent, of other people’s environments,
whether that is a coastline, a city, a mountain range
Lord Marshall, British Airways
Tourism must also create jobs and support the ways of
life and culture of local people
27. Designing responsible tourism
• Responsible tourism is CO-CREATED...
– In partnership with local communities and Government
– Built around their ideas, local knowledge and experience
– Built around their home, culture and ways of life
– Utilising local guides, local service providers, foods, traditions..
– To provide access and support for the conservation cultural and natural heritage..
• Responsible tourism provides more AUTHENTIC experiences
29. Authentic vs. commodity
• Authentic • Commoditised
– Genuine – Culture changed for tourist
– Real consumption
– Honest – Sometimes its original
– Truthful meaning can be lost
Places that see themselves through
the eyes of tourists are lost..
31. Responsible tourism
• No research ever published has found social/environmental
impacts to be the most important factor in choosing a holiday
• The right product and the right price is always more
important
• Every week I am approached by a failed green tourism
business that does not understand this
32. Will people pay extra for eco?
In my view few people will pay
extra to ensure local communities
and environments are protected
They will pay extra more for better,
richer and more authentic
experiences – which responsible
tourism does offer
36. Media trends
• The internet is the most popular resource for planning/booking
– 86% of affluent travellers use the internet
– 79% of all leisure travellers use the internet
• Peer reviews – providing independent – increasingly important
• Word of mouth recommendation is the second most popular
– You can’t inspect the holiday product before you buy it
– Unusually the consumer travels to the product
– Recommendation from a friend who has been fills the void
• Social media - increasingly important way word of mouth spreads
37. The back story
• The ‘back-story’ of products is becoming more important
– Who made it?
– How did they make it?
– With what impact on the environment and local community?
• Leading marketers are exploiting this…
• Re-connecting people who buy with people who make things..
47. Responsible tourism
Marketing trends Responsible tourism
Deeper experiences
Tells the back story of how products & experiences are made
Re-connect consumers with local people & communities
Authenticity
Connection & contact
Sustainability vs. waste
Local & locally distinctive
