On Friday, April 17 2015, at the TIAY conference in Dawson City, Yukon, I discussed our experience Building a Sustainable and Competitive Tourism Businesses in the North.
2. Frontiers North Adventures
• Expert-guided tours in Canada’s north since ’79.
• Best access in the world to wild polar bears.
• Significant resources invested in Churchill, MB.
• Winniepg-based.
• One of 11 hand-picked inaugural Canadian
Tourism Commission Signature Experiences.
3. Mission
Frontiers North Adventures delivers quality nature
adventures in a sustainable and responsible
manner, inspiring our guests to become invested
in Canada’s north.
We ensure our guests view and photograph the
wildlife of the north as well as experience history,
culture and customs of the people of the north.
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5. Churchill’s Three Seasons
• Winter northern lights.
• Summer beluga whales and polar bears.
• Autumn polar bears.
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41. Core values
• Above all we are hosts.
• Invested in the communities and environments in
which we operate.
• Passionate to share the resources that have been
made available to us.
43. 1. Environmental Practices
• Utilize existing trail network.
• Manage against environmental impact assessment.
• Grey water management.
• Replaced electric block heaters with diesel-fired units.
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49. 2. Workforce & Employees
• Staff contribute to action planning.
• Profit sharing up to 10% of salaries.
• Code of Conduct and Workplace Respect policies.
• Diverse Workplace:
- 12% of our staff are Aboriginal.
- 6% are a visible minority.
- 62% of management team are women.
50. 3. Community Commitment
• We’re from Churchill.
• $1.8M investment = ~ $8M economic activity.
• Purchasing policy favours local, Aboriginal suppliers.
• Employ locals if possible, FNA goal to be world class.
• Leakage - 35 seasonal employee
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53. 4. Education
• Nobody buys a “learning vacation”.
• We hire only the best guides in Canada.
• Share contemporary and traditional knowledge.
• PolarBearCam with Polar Bears Int’l & explore.org.
60. Kyle Schutt Director Discovery® Communications
Seth Stapleton Postdoctoral at University of Minnesota
Dr. Thomas Smith Brigham Young University
Jody Reimer Graduate Student at University of Alberta
Dr. Don Moore Smithsonian's National Zoo
Dr. Steve Amstrup • Chief Scientist for Polar Bears International
Geoff York Sr. Dir. of Conservation for Polar Bears International
Dr. Andrew Derocher • University of Alberta
Dr. Megan Owen • Institute for Conservation Research, San Diego Zoo
Cecilia Bitz Polar Science Center, University of Washington
Terry Godwaldt The Centre for Global Education
Alysa McCall Field Programs Manager for Polar Bears International
Dr. Stephen Petersen International Polar Bear Conservation Centre
Dr. Jennifer Kay University of Colorado
61. Oct-Nov 2014 Education
Program Metrics
• Tundra Connections
75,000+ audiences (mostly classrooms)
4000+ views of archived Connections
• Live Polar Bear Cams
425,000+ views
55,400+ hours streamed
62. 5. Corporate Giving
• Total corporate giving to exceeds national standards
of 1% of pre-tax profits measured by the Canadian
Business for Social Responsibility.
• FNA 2014 corporate giving was 6% of pre-tax profits.
64. FNA Review
• Experiences hinged on wildlife and culture.
• We try to answer “why”, not “what”.
• Business built on a solid CSR framework.
• We’re a tourism company, not a polar bear tourism co.
• Guest and staff safety more important than your selfie.
65. ID the Consumer Need
• To acquire a sense of place.
• To remain safe, engaging, inspired.
• Top priority is customer service. “Product” secondary.
• “Meh, that’s the north for ya,” No longer cuts it.
• Guest expectations must be met, if not exceeded.
66. FNA Selling Channels
• Direct to guests (FIT, group & incentive guests).
• Travel agents (10% commission)
• Tour operators (20% commission)
• Receptive operators (25% commission)
• Media & Travel Industry FAMs (CTC & DMO support)
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68. FNA Selling Channels
• Geographic markets vs Social demographics.
• Consider consumer-type, regardless of geography.
• Leisure travellers: selling network (i.e. tour operators).
• Consumers’ whose values align with our own: direct.
• CSR FIT, CSR corporate, Zoological, Polar bear-nuts.
72. Trends
• Price not the most precious commodity. Time is.
• Guests now desire 5-day deliverables in 1-2 days.
• Wi-fi.
• Better cuisine.
• Travel goals aligned with desire to do good.