4. Sustainable Travel International’s mission is to help destinations,
businesses and travelers develop innovative solutions that protect the
environment, adapt to climate change, maintain sense of place, and
generate economic benefits.
Leave the World a Better Place®
Our Mission
5. A Connector
• Non-Profit Organization
• Lead NGO partner for the
Global Sustainable Tourism
Council
• Fjord Norway part of GSTC’s
Early Adopter program to
define destination criteria
• Sustainability partner for
Innovation Norway
6. Situation Analysis
• Tourism represents nearly 10% of global GDP or US$6
trillion.
• In 2013, more than 1 billion people will travel internationally.
This number is growing at 4% per year.
• A sizable portion of this travel will occur in some of the
most fragile ecosystems and communities remaining on
the planet
Leave the World a Better Place®
7. Situation Analysis
• Consumers now expect companies to be
an active participant — if not a driving
force — in solving the most pressing
social and environmental issues.
• 65% of corporate travel executives
responsible for more than $10 million in
annual travel budgets are in various
stages of implementing ‘green’
business‐travel guidelines
• Consumers are increasingly taking into
account a destination’s reputation for
social and environment responsibility
when they make their travel choices.
8. We Believe That…
Travel changes lives.
Preserving a sense of place is a competitive advantage.
Tourism destinations should be great places to both visit and live.
Sustainability is a journey, not a destination.
Being sustainable does not guarantee success, but being unsustainable
guarantees failure.
9. We Believe That…
Doing nothing is not a strategy.
Collectively, we have all the answers.
What’s required to succeed is a bold new approach, which combines the
mission, purpose and transparency of an NGO with the business acumen and
expertise of the private sector. This is Sustainable Travel International.
12. Inside the Toolkit
Assessments
Action
Planning
Standards and
Certification
Programs
Sustainability
Marketing
13. Toolkit
Helps to make the term
“sustainability” actionable
Provides the information
needed to understand
priorities and set goals
Focus on good practices
Provides a solid
foundation for
Sustainability Story
17. Communicate:
Sustainability Statement
• Sustainability values and goals,
which resonate and create a
relationship with consumers.
• Satisfies a need and makes one
want to buy, support, or align
oneself with your product or
service
18. Communicate:
Sustainability Statement
• An internal statement of
differentiation and values
• Helps inform decision making and
resource allocation
• Supports long-term vision
• Can be aspirational
21. Namibia
The most compelling
wildlife conservation
story ever told.
Reasons to Believe:
• 42% of Namibia is
under communal
conservancy protection
• Most tourism products
are community based
and sustainable
22. Namibia
Campaign: 42%
Stories and Tactics:
• PR, media focused on wildlife,
adventure
• 42% collateral designed for private
sector
• Education programs for outbound
partners
Results:
• Tour operators reporting increased
adventure travel and curious
conservationist business
• 2013 Adventure Travel World Summit
23. Oregon
Sustainability Promise:
Pioneers in authenticity and sustainable
business practices.
Reasons to Believe:
• Promotion of good practices through
Sustainable Business Challenge
• Oregon Travel Philanthropy Fund,
incentive for certification
• Numerous authentic products
• bike tours, EV itineraries, beer and
wine, outdoor adventure
Campaign:
• Travel Oregon Forever sub-brand
24. Oregon
Messaging and tactics are
focused on “high yield,
experience-hungry
travelers who are likely to
be receptive to the travel
product that is available in
Oregon.”
25. Phoenix Convention Center
• Silver LEED Certified
Convention Center in
Phoenix, AZ
• Improved local
sourcing of food, up to
51%
• Story-telling focused
on core sustainability
cause re-framed
expectations
27. Jordan Tourism Board
• FAM trips with existing partners
focused on sustainability and
sustainable product
• Expedia campaign demonstrated
success of public-private
venture.
28. Cliffs of Moher
• Popular natural attraction
• Responsible efforts communicated
via website, collateral, PR,
educational signage
• Cooperative marketing with like-
minded businesses focused on
Sustainability Story to help the
destination increase visitors
29. Mexico’s New Image
• Better sentiment
• Improved media
coverage
• Attracted a wider
tourism audience
• Motivated new
visitors
31. Coordinate: Good Practices
• Industry Relationships
• Research the Market
• Storytelling
• Triple bottom line
• Challenge conceptions
and reframe tourism
assets in the mind of the
consumer
33. Engage:
Keys to Success
4 C’s….
• Consistent (touch points before,
during, and after visit)
• Concrete (don’t just talk about
it…)
• Compelling (sells travel,
generates goodwill)
• Calls to action
34. Engage:
Keys to Success
2 T’s
• True (sustainability =
authentic, verifiable)
• Track success via
indicators!
How do you know if your
efforts are working?
35. Melia Hotel Lanzarote
• Innovative
Sustainability
Rewards
Program
• Cost Savings
and Brand
Loyalty
• Destination also
working on new
ways to share
success
37. The Ritz-Carlton
• Give-back programs that benefit hunger
and poverty relief, disadvantaged children
and environmental conservation
• Guests participate in half-day
voluntourism experiences
• Branded, dedicated website, collateral
and public relations efforts
• Resulted in dozens of press hits, social
media impressions and personal stories
• Conde Nast World Savers Award 2012
38.
39. Asilia Africa
• Eco-friendly lodge, camp and safari company in Africa
• Website links to sustainable accomplishments and
certifications on homepage with detailed information
• Guest experience integration
• Generated press coverage, awards, and reputation in
the right market
40. Sonnenalp Resort:
Vail, Colorado
• Weekly newsletter
distributed to guests with
up-to-the-minute results
• “Living Well” Package
generates additional
revenue for company and
foundation
• Customers regularly make
their own contributions
and offset carbon
emissions
