Martha Honey, Ph.D., Co-Director Center for Responsible Travel Washington. DC ~ Stanford University...
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Martha Honey, Ph.D., Co-Director Center for Responsible Travel Washington. DC ~ Stanford University Cape Cod Hospitality Marketing Association March 22,
Martha Honey, Ph.D., Co-Director Center for Responsible Travel
Washington. DC ~ Stanford University Cape Cod Hospitality Marketing
Association March 22, 2012
Slide 2
Sustainable or Responsible Tourism 3 legs of Responsible
Tourism Benefits to conservation Benefits to communities Guest
education Travelers Philanthropy
Slide 3
Types of Tourism Sun & Sea Resort & Cruise Urban
Tourism Nature-based Tourism Sustainable Tourism Ecotourism
Slide 4
Consumer Demands Driving Travel Decisions Safety - Health
Accessibility Quality of the experience Environmental &
Cultural Sustainability Acceptable price for value offered courtesy
of Ariane Janer
Slide 5
Travel Trends for Responsible Travel Consumers interested in
responsible travel show dedication to sustainability even in tough
economic times. CMI Survey of responsible travel (2009) o 54%: took
greener vacation in last 12 months. o 60%: maintain their level of
green purchasing o 30% planned to increase their green purchases.
Green is no longer just a trend. Its a way of life. Fran Brasseux,
Hotel Sales & Marketing International Association
Slide 6
Consumer Demand for Responsible Travel of tourists say their
travel should not damage environment. At least 1/3 say they are
willing to pay more to companies that benefit local communities and
conservation. (National Geographic and TIA Geotourism Survey) 74%
of readers say CSR policies influence purchasing decisions.
(CondeNast Traveler Magazine)
Slide 7
The New Tourist Experiential tourism: active participation in
the travel experience; opposite mass tourism Connect with nature:
escape from urban life Demand for authenticity: authentic
experiences; not manufactured or mass produced Togetherness: 3
generations. Travel in tribes Conscientious consumers: 41
million/19% (LOHAS) Search for fulfillment: personal growth, growth
in volunteer vacations
Slide 8
Voluntourism Conde Nast Traveler, 2008
Slide 9
Industry Studies Show USTA Voice of the Traveler Study 24%
interested in taking a volunteer or service-based vacation.
Travelocitys Annual Forecast (2007) Volunteer vacations = 38% of
the market (up 11% from 2006). Cheaptickets.com 50% would consider
taking a vacation for the sole purpose of volunteering. CondeNast
Traveler 47% interested in volunteer vacations. (2009) 98%
satisfied with their experience. 9
Slide 10
Implications for Travel Industry High Value not High Volume
Tourism Typically highly educated, mature, affluent, ell traveled,
environmentally aware and sensitive to the social and cultural
traditions, systems and mores of the destinations they visit.
Consumers socio-environmental awareness is leading to a growing
requirement for new tourism developments to be sustainable. UNWTO,
2011
Slide 11
Center for Responsible Travel Martha Honey
[email protected] Thank you! Visit our websites:
www.responsibletravel.orgwww.travelersphilanthropy.org
