Luxury Ecotourism: A case study of the Great Barrier Reef

Nicola Caygill

World Ecotourism Conference2010

Luxury Ecotourism Market Insight The era of the high powered conscientious

consumer

• 3 % of tourists spend a QUARTER of total tourism expenditure (averaging USD$10-$20k per trip)

• 7 stars?

• Leading Hotels of the World's Sydney call centre increased by 39.8% for in 2010 compared to 2009.

Luxury eco-tourists are after experiential travel

• Experiential travel worth US$40 billion and is growing by 10% worldwide.

• Ethical holiday focus is predicted to increase by 202% Environmentally friendly holiday is up 303% in the next three years. Demand for ethical and environmentally sensitive travel is predicted to quadruple over next 3 years.

Luxury Ecotourism Market Insight

“A passport to adventures’” Report form Yougov survey in September 2009

http://www.apassporttoadventure.com/assets/pdf/adventure_050110.pdf

Luxury eco-tourists are after experiential travel

• The Eco-worrier’s

• It is estimated that by 2030, nearly 50% of the world's population will be over 50 years old.

• The The Zen Masters

• 43% of The Adventure Travel Trade Association’s customer base comprises 41-60 year olds.

Luxury Ecotourism Market Insight

Luxury Ecotourism as an innovative product

Luxury ecotourism. An oxymoron?

No - Green Island Resort

Yes – Wilson Island Resort

Wilson Island –Lockable doors?

Wilson Island – Visual Privacy?

Wilson Island – Pool Requirement?

Wilson Island – Shop Requirement?

Wilson Island – Two dining facilities, three land/water

facilities and two bars?

Luxury Ecotourism’s Competitive EdgeLeaders Driving Innovation

• Combining ‘eco-ness’ with luxury

• Profiting from a finite resource

• Public sector involvement in luxury ecotourism development

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