2009 The Natural Step

Tourism and hospitality

A polaroid outlook

3 june 2010

Jimmy Sjöblom The Natural Step International

2009 The Natural Step

The world of hospitality

• Only value-driven• Diffuse factors affect

2009 The Natural Step

• Very conservative• Insufficient stakeholder dialogue

The world of hospitality

2009 The Natural Step

• Diffuse price structure• Highly uncertain conditions for the future

”This year’s Christmas present won’t be a physical product. It will be an experience…”- Retailers’ surveying inst. nov 2008

The world of hospitality

2009 The Natural Step

Travelling: - Ca AD 1500: travels for war, conquests

- Ca AD 1500 – 1800: travels for exploration & trade

- Ca AD 1800 – now: travels for experiencing (culture/history = mainstream)

Historic overview

Accomodation: - Ca AD 1500: when moving from A to B on someones’ behalf

- Ca AD 1500 – 1800: staying over where the work was

- Ca AD 1800 – 1990: staying over near what’s to be experienced

- Ca AD 1990 – now: staying over is becoming the experience

2009 The Natural Step

Right now – ”snapshots”

”I went to leave 20 years ago.Since then I guess I’ve been packing kinda’ slow…It’s just a long goodbye…”- Bruce Springsteen

Mass tourism

• Slowly fading phenomenon• Historically but a fad – but with enormous consequences…- WTTC, IH&RA, WTO mfl

2009 The Natural Step

Right now – ”snapshots”

Aftonbladet, web newspaper 26 nov 2008

2009 The Natural Step

Right now – ”snapshots”

2009 The Natural Step

Right now – ”snapshots”

Tulum – Mexico

• One of the world’s largest cave systems

• Owned and operated by Maya natives

• Artificial village - environmentally aware

• Yields ca 60’ gn/y, only ca 10’ dive

2009 The Natural Step

Right now – ”snapshots”

2009 The Natural Step

Right now – ”snapshots”

A possible future 2020:

• Remarkably segregated tourism – bigger gap between rich and poor traveller

• Partnerships stand back to consolidation and whole-chain responsibillity

• Extreme div. of Giving and Taking tourism continues

2009 The Natural Step

The golden rule translated

Prioritizing actions

* ”WHAT shall we package” will replace ”HOW shall we package”…

* ”Where do we WANT to invest” will replace ”where CAN we invest”…

• ”Who do we risk to work AGAINST” will replace ”who do we risk working WITH”…

…and how will this affect next year’s budgeting and marketing...?

2009 The Natural Step

Planning from success

TIME

Sustainability

2009 The Natural Step

2009 The Natural Step

2009 The Natural Step

Human needs

Subsis-tence

IdlenessPartici-pation

Protection AffectionUnder-

standing

Creation Identity Freedom

Manfred Max-Neef et al

2009 The Natural Step

Restaurant Splendid

Prioritizing actions

Hotel Splendid

Attraction Splendid

Subsis-tence

IdlenessPartici-pation

Protection AffectionUnder-

standing

Creation Identity Freedom

What needs SHOULD you meet and what needs MAY you meet?

Three teams:

How do you meet these needs?- Minimum 10 concrete examples

How may you violate these needs? - Minimum 10 concrete examples