UNDERSTAND AND DEVELOP THE GROWING SUSTAINABLE TOURISM MARKET 2 – Sustainable Tourism Marketing Advantage
Steps to gaining competitive sustainable advantage:
• Sustainability is an Imperative
Although it is possible to deny it, we are all well aware that the clock is ticking and
unless we take action pretty soon to reduce our emissions, and lead more harmonious
lives, something bad will happen.
Accenture
• People suspect “Greenwash”
Less and less people believe what they’re told. In particular, they suspect the use of
disingenuous marketing tactics to gain market advantage and profit.
Greenwash
• But they want to do the right thing
They really want to support an honest effort to assist them, their children and
grandchildren to live fulfilled lives and avoid environmental, social and economic
consequences of mistakes.
• Although they feel they may not be able to afford it
The status quo feels more comfortable than an unknown cost. People will trade down
on cost and value to avoid the loss of items and events they perceive are part of their
normal lives.
Bloomberg
• They want to follow
The biggest motivator is not to be thought of as different or excluded
• And they want to be told what to do
It does make life easier to have trusted leaders.
• Gradually sustainability is becoming “comme il faut” – Conformity
Which is the right, and most comfortable, place to be MorganLovell
• Market leaders/first movers/early adopters have led there
The “Cultural Creatives” worked it out first
• The Organic Fair Trade Grocers were first
Just look at the sales figures Sainsburyt
• The world is changing dramatically, so we have to react
The travel and tourism business will follow and sustainable tourism will move from
niche to mainstream.
• All you need to do to lead the way is to establish your credentials beyond any
doubt…
Valere Tjolle
Excerpt from the Sustainable Tourism Report 2009
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