Presentation on theme: "Sustainability Management for Tour Operators"— Presentation transcript:
1 Sustainability Management for Tour Operators A two-day course Day TwoCSR TOURCorporate Social Responsibility Training and Certification in the Travel Sector Project Nr: HR1-LEO
2 Programme Day Two Session 3. Integrate sustainability in your company: 6 steps3.1 Implementing a sustainability management system:Engage your business, Baseline assessment, Sustainability policyCoffee break3.2 Writing a policy3.3 Implementing a sustainability management system:Action plan, Monitoring, Reporting.Lunch
3 Programme Day Two 3.4 Writing your action plan Session 4. Communicating and marketing sustainability4.1 Marketing sustainability – CommunicationIndicators of GreenwashingWhat to tell your customers4.2 Write your company sustainability USP’s4.3 Marketing sustainability – DistributionSession 5. Next steps and follow-up
4 Day One SummaryWhat is sustainable tourism Sustainable Tourism Impacts The role of the Tour Operator Marketing Sustainability Internal Management Sustainable Supply Chain Management Sustainable Accommodation Sustainable Excursions Sustainable Transport Sustainable Destinations Customer Communication
5 Day Two Aims To introduce sustainability management. To focus on first steps.To provide examples of how you can market sustainability messages.
6 Day Two Objectives At the end of day two you will be able to: Write a mission statement and a basic policy.Create and implement a sustainability action planIntroduce sustainability messages into your marketing and identify additional marketing channelsIdentify and write sustainability USP’s
7 How to integrate sustainability in your company 3.1 Implementing a sustainability management system.Engage your businessBaseline assessmentSustainability policy
8 Travelife 6-step approach Engage your business Travelife TrainingBaseline reviewTravelife Baseline Report & communicateTravelife ReportingMonitor and evaluatePolicy Action plan & implementationTravelife Action Planning
9 Step 1 - Engage your Business Engagement management teamAppoint a sustainability managerJob specifications and role profilesImproving knowledge and expertise Travelife TrainingSustainability Mission StatementOutcome:Sustainability co-ordinatorCommitment mission statement
10 At the very least, the mission statement should try to answer three key questions: What “needs” is the company going to addressi.e. what is the company’s purpose?What is the company doing to address those needs?i.e. What is the nature of its businessWhat principles or beliefs guide the company’s work.i.e. What are the company’s values?
11 Example sustainability mission statements Our company’s foundation is built on our values, which distinguish us and guide our actions. We conduct our business in a socially responsible and ethical manner. We respect the law, support universal human rights, protect the environment and benefit the communities where we work. (Chevron)Apple Computer is committed to protecting the environment, health, and safety of our employees, customers and the global communities where we operate.We recognize that by integrating sound environmental, health, and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement inour environmental, health and safety management systems and in the environmental quality of our products, processes, and services. (Apple)
12 Mission statementProduce one for your company.A general one, so not only to include sustainability elementsQuality prodcuts
13 Step 2 – Baseline reviewIdentify current activities, partners and impacts:Office and retail operationsSupply chain componentsCostumers & Destinationscompany’s total impactUse Travelife checklistBiggest impacts: where? prioritise!Outcome:Overview company supliers, impacts, baseline scenario
14 Step 3 – PolicyPrioritise impactsSet sustainability objectives, targets3 – 5 years5 – 20 pagesPolicy is clear, credible and achievableDisseminate policyOutcome:Written plan to reduce negative and maximise positive impacts
15 Examples of policy formulations - We will reduce our office energy use by 35% in 2014- We will toTravelife policy requirements(put this into the exersice…)Internal managementEnergyWasteSustainable procurementAccommodationsExcursions
16 Developing a policy - Points to consider during the policy development: Don’t implement any sustainability activities without having a written policy.Without knowing your aims in advance, you run the risk of developing a system that cannot achieve its objectives. Employees will be demotivated if they do not see a clear direction and final aim.Objectives and targets should be shaped by the findings of the earlier baseline assessment and the mission statement.Objectives specify sustainability goals, while targets indicate the level of improvement to be attained.All managers must support the sustainability policy, and will need to be engaged in its implementation and monitoring.Don’t make the policy too rigid.After you have begun to implement your sustainability policy and gathered some experience you may wish to modify or extend the policy.
17 Developing a policy (cont.) The policy should be written in such a way so as to respond to developments both within and outside the organisation.Allow room for continuation and evolution of the policy.Ideally, your policy should state that you aim to evaluate and further develop your sustainability policy. While putting it into practice you will need to revise the policy regularly to establish whether it is still appropriate.Don’t be too ambitious with your objectives.Objectives that are formulated too ambitiously have little or no chance to be achieved.Engage with your suppliers, the community and other stakeholders in the destination in formulating and developing your policy.You may find it useful to discuss your ideas with a few of your company’s suppliers, and use their feedback to help you develop a robust policy.
18 Policy ContentThe content of the policy should reflect the core company processes including the life cycle of the holiday package, from the planning stage to the development and delivery of the product:Internal managementProduct developmentSupply chain managementCooperation with destinationCustomer relations
19 General considerations Even though there are no established requirements about what should be included in a sustainability policy, in general it should:Reflect your sustainability mission statement and/or the objectives of your corporate policy.Be established for and by your organization and not be copied from another company.Address the key aspects of the aforementioned five business action areas.Address key issues, including the impacts identified in the baseline assessment;Correspond with the nature, scale and impacts of the company’s activities and services.Set open, honest and realistic goals.Comply with laws, regulations and codes of conduct.Convey the message that you strive for on-going improvement.Cover both products and services.Encompass all employees, and be understandable to everyone within your organisation.Aim to ensure that suppliers contribute to the company’s sustainability aspirations.Ascertain a commitment to raise awareness about sustainability issues among stakeholders, especially suppliers and consumers.Be accessible to people outside your organisation.Be accompanied by a signature of the Executive Board under the declaration stating that the policy is supported by the organisation’s management.
20 Audley Travel (UK) : written responsible practices policy (online)
21 How to integrate sustainability in your company 3.2 Writing a policy
22 Communicating your policy to your suppliers Clearly explain your sustainability policy and your expectations to your suppliers.Keep messages simple and focused - time, recognition, sources of technical support.It can be communicated throughPrinted materials such as leaflets, posters and manualsInformal meetings and discussions.Workshops.Internet pages.Checklists and questionnaires designed to highlight key aspects of your programme.
23 communicating your policy To company staffFocus attention to your Sustainability Policy declaration during company meetings.Include ´Sustainability´ on the agenda of the regular staff-meetings.Incorporate your Sustainability Policy declaration in the induction pack for new employees and include appropriate sustainability elements in their key performance indicators.To clients and other stakeholdersPlace your Sustainability Policy declaration into your company prospectus, your travel brochures and web sites.
24 How to integrate sustainability in your company 3.3 Implementing a sustainability management system.Prepare an action planMonitoringReporting
25 Travelife 6-step approach Engage your business Travelife TrainingBaseline reviewTravelife Baseline Report & communicateTravelife ReportingMonitor and evaluatePolicy Action plan & implementationTravelife Action Planning
26 Step 4 – Action plan and implementation Set priorities and make action planDevelop sequence schedule of tasks to meet objectivesDetermine criteria for successAllocate staff, equipment and budgetTime schedule and divide tasksKeep records of tasks undertakenOutcome:Records of tasks, time-schedule, responsibilities,new measurements of performance & indicators
27 Step 5 – Monitoring and evaluation Ensure that both management and performance are monitoredConduct new measurement to assess improvementsSend progress report to senior managementAdjust your action planningOutcome:Progress report, reviewed action planningFirst Choice (UK), Studiosus (Germany): EMSExodus: weekly updates, input meetings diverse departments
28 Step 6 – Report and communicate Gather informationDecide on reportingPublish and disseminate resultsInternal and externalOutcomeReport of achievements, external communication
29 Travelife 6-step approach Engage your business Travelife TrainingBaseline reviewTravelife Baseline Report & communicateTravelife ReportingMonitor and evaluatePolicy Action plan & implementationTravelife Action Planning
30 How to integrate sustainability in your company 3.4 Writing your action plan
31 Writing your action plan Use the Travelife checklistSet realistic goalsCan do / can not do???????
32 Communicating and Marketing sustainability 4.2 Marketing sustainability – CommunicationIndicators of GreenwashingWhat to tell your customers
33 The majority of companies that have a sustainability process don’t know how to market it! “Sustainability is not about doing business differently, but doing business even better”Some do’s and don'tsDon’t Greenwash.“Greenwashing” is an environmental claim which is unsubstantiated or irrelevant – people see through this and react negatively to it.
34 Don’t 10 Indicators of Greenwashing Fluffy Language – Words or phrases with no clear meaninge.g. Eco FriendlyGreen products v dirty company – sustainable product which is accessed by polluting transportSuggestive Pictures – Green images that indicate a green impact e.g. flowers blooming from exhaust pipesIrrelevant Claims – Emphasising one small green activity when the rest is un-green
35 Best in class? – Declaring that you are slightly greener than the rest, even if the rest are terribleJust not credible!!Eco friendly cigarettes – “Greening” a dangerous product doesn’t make it safeGobbledygook – Scientific Words - Jargon and information that only an environmentalist will check or understandImaginary Friends or Associations – A “label” that looks like an endorsement except its made up.
36 No Proof –You could be right, but where is the evidence????Out – right lyingA total lie with claims or data!BewarePeople look at these acts as a smoke screen – its not real – just a way of making money
37 Don’t Greenwash! Travel with greenJet the low Carbon airline. We’re plantingTrees so you can fly as oftenAs you please.It’s not just travelling wethink about. All our mealsAre organic and locallySourced, and we serveonly fairtrade coffee
38 Don’t Greenwash! OVER THE TOP images OBVIOUS LIES ! No data, specifics FluffyLanguageNo data,specificsor certifiedlabelsNothing todo with theproduct !Travel with greenJet the lowCarbon airline. We’re plantingTrees so you can fly as oftenAs you please.It’s not just travelling wethink about. All our mealsAre organic and locallySourced, and we serveonly fairtrade coffee
39 Don’t Greenwash! Our beautiful shoes are made From reclaimed leather and 100%Recycled materials so there’s noHidden impact behind the hide.We do not use PVC and our productsAre entirely free of toxic contaminantsLike cadmium and lead residuesNow you can feel as good aboutYour shoes as you look in them.
40 Do - tell everybody that sustainability is quality! And how they can have a better experience for it.There are a lot of conflicting messages in the world about this but most customers do care or don’t want to cause harm!Price, location and aspirations come first but after these sustainability values and actions can and do sell a product over another.Consumers in Europe will buy products that are environmentally and socially responsible, but this doesn’t mean they searched for it in the first place!The leisure market doesn’t have to see the words “sustainability” or “green” the same way that you don't have to use quality or luxury all the time. Try to be more subtle about it as too many messages are vague or as a apology.To say nothing or to throw up words that are trendy will give the impression of being an after thought – GREENWASHING – cashing in !!
41 Tips: Make your sustainability actions more interesting to customers. Use all the typical marketing tools you would use and think about how your green / sustainability actions can be part of what you normally say.Communicate with your customers by making them participate and make it fun…think about how you can involve them even in hotels – activities that involve a green element.
42 Tailor your marketing to your audience “Ethical” consumers actively seek green holidays because of their lifestyle, but they represent a very low % of the market. (5-10 %)“Feel Good” consumers are the majority. They don’t seek “green” but they buy your messages if they feel that they can do their bit and / or get a better product or service if it happens to be sustainable. They may like you because you are different and any “labels” serve to reinforce this and may influence their booking decision. (60 %)“Just want to switch off” consumers are unlikely to value what you do and so anything you do needs to be behind the scenes and should focus on how it improves their experience with you. (20-30 %)
43 Why am I telling customers about sustainability ? To make them feel good ?(Be realistic about your sustainability in your communications.)You have taken care of the sustainability issues so they enjoy the benefits.Even if they are not eco warriors doesn't mean they don’t appreciate it. You are just helping them to do their bit.People feel good facing easy choices – tell them in brief about your charitable programs (if you have any?) Your recycling policy if appropriate and the use of public transport if you are in a city.
44 Why am I telling customers about sustainability ? To raise awareness and change behaviour?If you want change then be precise and give them something in exchange (knowledge) – recycling, local purchasing, respect local customs.Be specific – vague messages are frustrating – tell them what to do and not just “be green”Show the actions they take has a positive impact – instead of saying “save water” show what can be done with the saved waterOnly mention the more sustainable options – focus on local daytrips rather than those that are hours away
45 What Do I Say? What message do you want to show to the world? (This is about your sustainability policy, any photos you use, text you write.)Choose 1-2 messages only, otherwise the message gets confusing.Get your customers to participate – doing is much more fun than watchingHarvest their own food for lunchTake part in community enterprisesMake them feel special - Better ServicePut the customer at the centre of the experience - what’s in it for them?How do you want your customers to feel?Show a personal connection“We are people like you, with the same values, that’s why you’ll enjoy being here.”
46 Where, when, how do I tell them? Press & MediaMore and more, the press and media are looking for astory that gives a true authentic argument to thesustainability issues in tourism. So think about whatmakes you different ?Why would people want to read about it.Coverage that you have achieved should not be forgotten!Use it on your website, make links to it from your website, use it in mailings to customers.Certification / Awards – a quote from a national or international publication or respected media is likely to give a better impression that a certification or award that has low awareness !!Visit England / ICRT research says that 21% of customers have taken a holiday or short break recommended in a newspaper, magazine or seen on a TV program.
47 Most companies should be marketing all the time in some way. WebsiteYour website is your portal to the world – Use it wisely and correctly.Social MediaSites such as Facebook, Twitter and other specialised social networks or groups are vital to get your message across. Most of these can be used in their basic forms for freeIt engages with your potential customers and uses the power of their social networking to get your messages out.It helps considerably with the rankings on search engines and makes your messages easier to find.3rd party websitesIf you are featured in Lonely Planet, Good Hotel Guide, Bradt Guides or any of the other international directories (online or offline) feature this on your website – (Remember – credibility)Most companies should be marketing all the time in some way.How many periods in the life of a booking process can you get your message out – 2, 3, 6 ????On the average this will be in four periods…….
48 Prior to booking / purchase People need information to help them make decisions so explain why your product is better value, better quality or more appealing because of the sustainability aspect.Between booking and arrivalCommunicate with your customer before they arrive on how to prepare for their visit – what to bring, what they can do (options), if they are self catering recommend local goods that they can pre-purchase before arrival. You could also advise them on any local customs etc.On arrivalOn arrival at hotels or attractions, will you give the right message if you seen to be wasting light (and heat if the doors are left open in the winter)?Your information leaflet should include what you have done to be more sustainable and that this is an every day, on-going policy.Smaller businesses can share their values directly with each arrival whilst showing people to their accommodation.
49 During the stay / visit After the stay / visit This is the best chance you have of showing what you do and to prove all your marketing efforts. You can either communicate some information directly to your customer or keep it in the background for your customers to hopefully see and enjoy.After the stay / visitStay in contact with your customer, although they may not come back, they have their own personal networks and can refer you.Thank them for coming and remind them that their visit was done in a sustainable way.If they planted a tree as part of their stay – tell them how it is growingIf they engaged with a school, or group tell them how these groups are now benefiting from their personal engagement.
50 Communicating and Marketing sustainability 4.3 Write your company sustainability USP’s
51 Customer communication 108Customer communicationGrowing awareness of sustainability, but…Communication strategiesSustainable alternatives = quality products, new experiencesSecondary information: your choice contributes to….Style of communicationShort, positive, engagingUse local restaurants
52 Sustainability USP’s (Unique Selling Points) Unique selling points are the things which distinguish your business from the rest and add value to your product offer.“Sustainable USP’s” must show how the sustainability feature will benefit the customere.g. All our guides are recruited locally which means that they know the destination better than anyone.All restaurants in our accommodations purchase fresh produce grown or reared locally to bring you an authentic taste of the destination.
53 Sustainability USP’s (Unique Selling Points) ExerciseSustainable hotels have much to gain by exploiting new marketing opportunities. Compose a sustainability USP for a business you know that is already demonstrating those sustainability features.Try to be as creative as possible by choosing things which are unique to the business and not exhibited by most of their competitors.
54 Communicating and Marketing sustainability 4.4 Marketing sustainability – Distribution channels
55 Marketing sustainability: distribution What do you market:Your (sustainable) companyyour (sustainable) productsTo whom do you marketB2BB2CNeed different strategies !
56 Your (sustainable) company Sustainability provides competitive advantageSustainability certificate quality is assumed.Sustainability is quality +Sustainability increases your brand valueCommunicate your sustainability USP’s and achievements to business partners and clients
57 Sustainable products Develop sustainable products Develop sustainable productsLook actively for local initiatives and suppliersCo-operate with your international business partners.
58 The Travelife MarketSuppliers with a sustainability certificate available for selection
60 Distribution of sustainable products. Still small target groups! How to reach them:1. “Green shops”, many new market based web sites focus on sustainable products2. “Green corners” in all niche markets will emerge
61 “Green Shops” in tourism sector ExamplesResponsibletravel.comResponsiblehotels.comEthicaltravel.comWorldhotellink.comUrbanadventures.comForumandersreisen.de
66 Green CornerFor many niche markets there are no Green ShopsYou do not want to loose 80 % of your potential clients.Use your normal distribution channels for your type of products.The sustainability of your product is an add-on, creating additional value and attracting additional clients.
67 Green corner Common TO logo for sustainable hotels First Choice Winter 2008Virgin HolidaysWinter 2008
68 The Travelife Collection. A catalogue of accommodations certified with the Travelife label
71 Follow-up programme Online Training & formal exam Planning and Reporting International recognition and certification Market access support
72 Your road towards sustainability RegisteredTravelife CertifiedTravelife PartnerTravelife Engaged
73 Stage 1. Travelife Engaged Online training and exam for your sustainabilitycoordinator.Guidance on improving your sustainabilityperformance.Action planning toolReporting tool (towards Travelife Partner criteria)Access to B2B Travelife Partner and Certifiedcompanies.
78 Transport Title Action / Solutions Coach Certified Transport 4.1Certified TransportCollaboration with coach transport companies with environmental certification√4.2Driving SkillsTransport providers are incentivised to implement a sustainable driving style by means of communication of the ´eco-driving´ technique or international equivalents.-Less polluting transport to destinations4.3Transport to departure-pointSustainable (public) transport is offered to the point of departure for the international journey.4.4Transport to destinationSustainable transport to the destination is part of the holiday package or is offered actively as option.4.5CO2 compensationCO2 compensation is options are offered to the clients4.6CO2 compensation for the international transport is included in thepackage price.Transport in destination4.7Sustainable transportSuppliers and local agents are stimulated to offer sustainable transport for local transfers and excursions.4.8BoatingSuppliers are stimulated to implement sustainable operations communicatingf Best Practice standards.CXD?
79 Planning and Reporting tool .Sustainability reportCompanyAction Plan
80 Stage 2. Travelife Partner After compliance with Travelife Partner standardsTravelife Partner award and logoB2B featuring of your company and products toall other Travelife member companies.Improving and reporting towards Travelife Certified level (more criteria, more obligations)
81 Travelife Certified standard Based on:ISO Environmental managementGRI - Global Reporting Initiative, tourism supplementGSTC - Global Sustainable Tourism Criteria ISO Corporate Social Responsibility Guidelines and principles
82 Stage 3. Travelife Certified On-site audit to confirm Certified level.Use of “Travelife Certified” logo in your promotional materials and website(s).International promotion of your company for its excellent sustainability achievements.
83 Mr. Taleb Rifai, General Secretary UNWTO, hands out “Travelife Certified” awards to TUI Netherlands, SNP Nature Travel and Kuoni Specialists.
84 Contribution (for Partner Recognition You will receive an invitation with the detailsYou are already registered forengaged level under travelife.info Company size< 50FTE’sYearly contribution€ 150€ 200€ 300
85 Next steps Defining the Travelife Partner standard. You will receive access to the formal training, exam and reporting tool.Guidance, coaching and follow-up workshopsYou are already registered for engaged level under travelife.info
90 Day 2 SummaryImplementing a sustainability management system The 6-step approach Developing a policy Communicating your policy Action planning and implementation Marketing sustainability Greenwash Sustainability USP’s Distribution channels Next steps & on-going support
91 Thank You & Good Luck ! In case you need further help