Catering to the Conscious Traveller - BuIlding Samoa Tourism Together
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The document summarizes a presentation on building conscious tourism in Samoa. It discusses the rise of conscious travelers who seek authentic, local, and immersive experiences. It analyzes Samoa's tourism situation, noting declining demand since 2008. Six areas for work are suggested: focusing on high yield visitors; collaboration across the tourism industry; acting responsibly environmentally; digital marketing; improving attractions and events; and service and training. The presentation provides recommendations like investing in culture/heritage attractions and using new media to attract conscious travelers.
Catering to the Conscious Traveller - BuIlding Samoa Tourism Together
- 1. Catering to the Conscious Traveller Building Tourism in Samoa Together The Orator Hotel, Apia, Samoa, June 11th, 2012 1
- 2. www.conscioustourism.wordpress.com www.slideshare.net/AnnaP
- 3. SCOPE • What’s happening in the world “out there” • Introducing the Conscious Traveller – Characteristics – Benefits • The Samoa Situation • Critical Questions That Need Addressing • Six Suggested Areas of Work
- 5. Tourism is BIG Business Globally Direct contribution to the global economy $2 trillion direct and indirect contribution $6.5 trillion International Trips over 1 billion Jobs 1 in 12 2012 Growth – projected 2.8% Projected annual growth (2012-2022) 4.0% Source: World Travel and Tourism Council, 2012
- 6. The Tourism Tsunami Source: UNWTO - Growth in International Trips 1950-2020
- 8. Big 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” 8
- 9. 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. And business will be confronted with an ever more complex web of legislation and fiscal instruments.” 9
- 10. Big Business is Concerned About these Issues 1. Climate Change 6. Urbanization 2. Energy and Fuel 7. Disparate 3. Material resource prosperity Scarcity 8. Food security 4. Water Scarcity 9. Ecosystem Decline 5. Population & Consumption 10. Deforestation growth 10
- 11. Huge Impact on Personal Values & Perception When our values change, then everything changes 11
- 12. Global Tourism
- 13. Congestion
- 14. 2. Congestion
- 18. 3. Lack of Supply
- 19. 4. Resignation?
- 20. 5. Waste
- 21. 6. Sameness Airports Resorts Shopping malls Fast food outlets Wineries
- 22. 7. Connectivity = Complexity
- 23. 7. Fragmentation
- 25. 8. Volatility
- 27. 10. Rising Costs
- 29. 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. Conscious
- 33. The Conscious •Youthful, wired, highly educated, majority female Consumer •Three times more likely to try new things •Three times more likely to reward or punish a brand based on corporate practice •Dedicated “box turner” but doesn’t trust corporate declaration •Even in the recession, the majority believe it important to make choices based on environmental and social benefits •More than half are willing to pay more for sustainable brands Asks “what’s in it for we?” The Conscious Consumer Report, 2009, BBMG
- 34. DOING GOOD IS GOOD FOR BUSINESS: 2012 •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 34
- 35. What do Conscious Travellers want?
- 36. • Authentic, Local, Quirky • Personal &Customised • Experiential and Immersive • Slow, Sensual & to be Savoured • INDIGENOUS TOURISM IS “HOT”
- 37. •Wine & sunsets •Local Food •Star Gazing •Indigenous Stories •Conversations around a campfire Image: http://www.redbubble.com/people/voyager/works/3731604-uluru---uluru-kata-tjuta-national-park---australia
- 38. • Authentic, Local, Quirky • Personal &Customised • Experiential and Immersive • Slow, Sensual & to be Savoured • Transformational – Change Me
- 39. Help Your Customers See the World Differently The Role of Indigenous Tourism – see Pollock paper on www.slideshare.net/AnnaP
- 40. • Authentic, Local, Quirky • Personal &Customised • Experiential and Immersive • Slow, Sensual & to be Savoured • Transformational – Change Me • Show me you care – be a responsible provider/destination
- 41. Show Me You Care 41
- 42. • Authentic, Local, Quirky • Personal &Customised • Experiential and Immersive • Slow, Sensual & to be Savoured • Transformational – Change Me • Let me share • Show me you care – be a responsible provider/destination • Let me show I care • Use “kindred spirit” intermediaries
- 43. Support Their Causes Let Them Participate and Co-Create
- 44. 1. Local, Authentic, Quirky 2. Personal &Customised 3. Experiential and Immersive 4. Slow, Sensual & to be Savoured 5. Transformational – Change Me 6. Let me share 7. Show me you care – responsible providers 8. Let me show I care 9. Use “kindred spirit” intermediaries 10.Will become your advocate
- 45. Discover New Media & New Channels
- 51. • Authentic, Local, Quirky • Personal &Customised • Experiential and Immersive • Slow, Sensual & to be Savoured • Transformational – Change Me • Let me share • Show me you care – responsible providers • Let me show I care • Use “kindred spirit” intermediaries • Hungry for content – help me become your advocate
- 52. Harnessing Social Media Will Take Time & Commitment
- 53. Why Attract, Engage & Support the Conscious Traveller? If you get it right, they’ll .. 1. Reward you with higher yields 2. Help market your destination, or company 3. Favour responsible suppliers, encourage “best practice,” 4. Reduce costs (energy, waste, turnover, employee engagement) 5. Help ensure you stay ahead of demand 6. Reduce the volatility 7. Generate more net benefit to local economies 8. Help protect & rejuvenate ecosystems and culture & retain bio & cultural diversity
- 55. Static demand since 2008
- 56. Commercial Holiday Traffic Worse Hit Overall drop in demand by 17.3% since 2008
- 59. Australia -2012
- 62. STRENGTHS Proximity to fastest growing markets Samoan owned - boutique Samoan Cultural Vitality Pristine Scenery Pacific-Polynesian
- 63. WEAKNESSES Sluggish, declining demand Over Supply Remote Small Under performing
- 64. Tourism in Samoa at a Crossroads Decisions Have to Be Made 64
- 65. Issues to Consider • What kind of future do you wish to create? – Drift, driven by winds and currents – Set a course to those islands over the eastern horizon…. • What will it take to thrive in times of turbulent change? • Who do you want to benefit from tourism? • What kind of tourist do you wish to attract?
- 66. What will it take to thrive in times of turbulent change? • Vitality • Vision + clarity of purpose, focus • Resilience – capacity to adapt • Self-determination, shared ownership • Collaboration • Imagination & Innovation – commitment to continuous learning
- 67. Who do you want to benefit from tourism development ? • International Developers – build it & they will come • International Wholesalers • Local tourism operators • Other Samoan businesses • Samoan citizens • Your grandchildren?
- 68. What Kind of Customer Do You wish to Attract? • Mass Tourists – Price conscious but demanding – Often indifferent to culture – Wholesaler channels – Limited opportunity for advocacy – High Impact, low yield • Conscious Travellers – Low impact, high yield – Dispersed, engaged – Deal direct: mostly online
- 69. Some Suggestions 1.Focus on and Measure what matters – aim at generating the greatest NET benefit to Samoa – Visitor Types • Leisure visitors using commercial facilities • VFR visitors with potential to use commercial facilities • Business/event visitors with potential for leisure experiences – Building more room capacity without building demand does not create vitality
- 70. Some Suggestions 2. Work together to deliver the whole experience – “We are Samoa” “one beat” “fautasi” – Think about the customer’s whole experience: accommodation, attractions, events, activities, transport, food & beverage – Collaboration, transparency, efficiency & accountability • you’re too small to waste resources or go it alone – Maximise cross selling: put the customer’s interests first
- 71. Some Suggestions 3. Show You Care by Acting responsibly – The decade of the Pacific – Gualofa and Pacific Voyaging – Clean up Samoa! • If you can change to driving on the left • If you can hange dateline • You can clean up the plastic waste – Green Samoa: commit to alternative energy, water conservation and waste management – The story of your trying will pay dividends in terms of publicity and visitor support
- 72. Some Suggestions 3. Invest the time and money in “Attraction” Digital Marketing – Identify niches in key markets – Develop experiences that would appeal • Gardeners, nature lovers, hikers, women’s groups, cyclists, writers, artists, painters, photographers, foodies, film, fashion – Work with new intermediaries, associations, bloggers/writers, celebrities. Start with diaspora, then move beyond – Develop rich content (images, text) about Samoa that can be shared and re-used. • eg Australian Tourism Data Warehouse – Imagine, Learn & Share together – Tell stories about you and your country (video) – FIX THE ONLINE INFRASTRUCTURE
- 73. Some Suggestions 4. Prepare the stage – ensure visitors can engage with & experience the richness of Samoa – New attractions and events – Museum – your real strength is your culture; your relationship with the Pacific – Make it easy for the visitor to enjoy Samoa • Paper Visitor Guide produced by Samoans for distribution in Samoa • Electronic Guides (smartphone apps; mobile apps) – Purpose: extend length of stay, increase spend, create advocates!
- 74. Some Suggestions 6. Invest in Service Improvements – Conscious travellers don’t buy on price but spend on perceived value – Share the cost of training and service – Details: use local material & skills whenever possible – Aim for Authenticity & Sincerity: be true to yourselves – but do it your way!
- 75. Some Suggestions 6. Invest in continuous learning – Market intelligence – by interest group and source market – Monitor and share performance external and internal – Identify new distribution channels – Imagine and test Ways of differentiating