Credit Crunch =New Sustainable Tourism Marketplace Opportunities – VISION Editor
Higher energy costs and more expensive food will benefit sustainable tourism, because of its energy conservation and low-waste nature. But which markets will still be able to afford green holidays in the coming recession?
Sustainable Tourism is in a unique position to take advantage of the coming economic gloom. But only if it knows where and how to direct its marketing.
Here are my predictions…
Some things are fairly clear even now.
The likelihood is that air holidays will become more expensive and durations longer and long haul air holidays will be restricted to the affluent few for a two reasons:
• Carbon ‘Caps’ will increase the cost of flying, making short holidays proportionately expensive – longer ones more appropriate. There must be some sort of ratio between miles flown and nights spent. Long haul will be available only to those with the luxury of time and/or money
• Passenger numbers will reduce but per person spend increase because of length of stay and cost of accommodation.
Transportation methods that are not perceived as carbon-heavy (rail, bus/coach/minibus, full-car) will benefit from any sort of carbon regime and therefore very short haul markets (up to 500miles/800km) will open up.
At some stage, it is likely that airline operators will be charged for their carbon emissions per airplane, giving very high load factors a very high cost advantage.
So, what does that mean for market geography?
Simply a bigger, closer-to-home, market travelling by land. Exotic destinations will have to target the super-rich to stay in business.
And the market, realising the value of money, is likely to become more discriminating.
How to position yourself to address this market?
Well, if your establishment, your tour operation or your destination is carbon-heavy and leaks energy like an old SUV, your days are numbered. If you’re lithe and fit and green, you can look forward with confidence.
But only if your market knows it.
Prime markets have got to be groups and families with dependable incomes not too far away. And rich people.
Get web savvy because that’s where they are, comparing prices, value, dependability and greenness.
A little extra benefit for the sustainable tourism enterprise. Your customers, who don’t live far away, will also benefit from your local purchasing with the added taste of regional specialities.
Valere Tjolle
Valere
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