1. Martha Honey, Ph.D., Co-Director Center for Responsible Travel Washington. DC ~ Stanford University Cape Cod Hospitality Marketing Association March 22, 2012

2. Sustainable or Responsible Tourism 3 legs of Responsible Tourism Benefits to conservation Benefits to communities Guest education Travelers’ Philanthropy

3. Types of Tourism Sun & Sea Resort & Cruise Urban Tourism Nature-based Tourism Sustainable Tourism Ecotourism

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

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. It’s a way of life.” Fran Brasseux, Hotel Sales & Marketing International Association

6. Consumer Demand for Responsible Travel  ¾ 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)

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

8. Voluntourism Conde Nast Traveler, 2008

9. Industry Studies Show…  USTA Voice of the Traveler Study 24% interested in taking a volunteer or service-based vacation.  Travelocity’s 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

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

11. Center for Responsible Travel Martha Honey mhoney@responsibletravel.org Thank you! Visit our websites: www.responsibletravel.orgwww.travelersphilanthropy.org