Catering to the Conscious TravellerBuilding Tourism in Samoa Together

The Orator Hotel, Apia, Samoa, June 11th, 2012

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www.conscioustourism.wordpress.com

www.slideshare.net/AnnaP

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

Tourism is BIG Business Globally

Source: World Travel and Tourism Council, 2012

Direct contribution to the global economy$2 trillion

direct and indirect contribution$6.5 trillion

International Tripsover 1 billion

Jobs 1 in 12

2012 Growth – projected 2.8%

Projected annual growth (2012-2022)4.0%

The Tourism Tsunami

Source: UNWTO - Growth in International Trips 1950-2020

BIOPHYSICAL REALITIES

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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”

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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.”

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Big Business is Concerned About these Issues

1. Climate Change2. Energy and Fuel3. Material resource

Scarcity4. Water Scarcity5. Population &

Consumption growth

6. Urbanization7. Disparate

prosperity8. Food security9. Ecosystem Decline10. Deforestation

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Huge Impact on Personal Values & Perception

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When our values change, then everything changes

Global Tourism

Congestion

2. Congestion

2. Resident Backlash

2. Resident Backlash

2. Irresponsiblity

3. Lack of Supply

4. Resignation?

5. Waste

6. Sameness

AirportsResortsShopping mallsFast food outletsWineries

7. Connectivity = Complexity

7. Fragmentation

8. Demand Volatility

8. Volatility

9. Diminishing Returns

10. Rising Costs

11.Changing Consumer Values

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.

Conscious

•Youthful, wired, highly educated, majority female

•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

The Conscious Consumer Report, 2009, BBMG

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•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

DOING GOOD IS GOOD FOR BUSINESS: 2012

What doConscious Travellers

want?

• Authentic, Local, Quirky• Personal & Customised• Experiential and Immersive• Slow, Sensual & to be Savoured• INDIGENOUS TOURISM IS “HOT”

Image: http://www.redbubble.com/people/voyager/works/3731604-uluru---uluru-kata-tjuta-national-park---australia

•Wine & sunsets•Local Food•Star Gazing•Indigenous Stories•Conversations around a campfire

• Authentic, Local, Quirky• Personal & Customised• Experiential and Immersive• Slow, Sensual & to be Savoured• Transformational – Change Me

The Role of Indigenous Tourism – see Pollock paper on www.slideshare.net/AnnaP

Help Your Customers See the World Differently

• 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

Show Me You Care

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• 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

Support Their CausesLet Them

Participate and Co-Create

1. Local, Authentic, Quirky2. Personal & Customised3. Experiential and Immersive4. Slow, Sensual & to be Savoured5. Transformational – Change Me6. Let me share7. Show me you care – responsible

providers8. Let me show I care9. Use “kindred spirit” intermediaries10.Will become your advocate

Discover New Media & New Channels

• 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

Harnessing Social Media Will Take Time & Commitment

Why Attract, Engage & Support the Conscious Traveller?

If you get it right, they’ll ..

1. Reward you with higher yields2. 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 demand6. Reduce the volatility7. Generate more net benefit to local

economies8. Help protect & rejuvenate ecosystems

and culture & retain bio & cultural diversity

The Samoa Situation

Static demand since 2008

Commercial Holiday Traffic Worse Hit

Overall drop in demand by 17.3% since 2008

Australia -2012

New Zealand -2012

STRENGTHS

Proximity to fastest growing markets

Samoan owned - boutiqueSamoan Cultural Vitality

Pristine Scenery Pacific-Polynesian

WEAKNESSES

Sluggish, declining demand

Over SupplyRemoteSmall

Under performing

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Tourism in Samoa at a Crossroads

Decisions Have to Be Made

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?

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

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?

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

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

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

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

Some Suggestions3. 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

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!

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!

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

Fa’afetai Lava!

www.slideshare.net/AnnaP

annapollock@me.com

www.conscioustourism.wordpress.com