Selling Sustainable Travel

Perfomance Media Group
Virtual Home-Based Key Note - May 2008

(First Virtual Travel Conference: 7,000 travel agents, travel suppliers)

Welcome, I am Robin Tauck and I am delighted to have a Virtual Talk with you about what I consider to be one of the most important issues in travel today. An “opportunity” all of us together with our customers must focus upon … taking responsibility “now” for protecting our planet and ensuring a sustainable travel environment by selling and supporting companies and destinations that are involved in good sustainable practices.

There is growing attention now on sustainable travel, ecotourism and voluntourism.

Is this here to stay? Do our customers really care? And is there a business opportunity here for travel agents? I firmly believe in the Affirmative for all these questions.

Just think … of the incredible experiences we sell … from the grandeur of scenic landscapes that restore our souls, to vast oceans and sailings that bring us tranquility … to the enriching array of local cultures, traditions and heritage — our common humanity… with whom we all dream to provide a better and cleaner world for the next generation.

Over the next 20 minutes we’ll discuss What sustainable travel is, Why you should focus on this trend, and How you can Sell Sustainable Travel, Opening the Door to rewarding experiences for you and your clients. Trust me, they will thank you and become loyal customers…for life.

These 5 Key Steps are:
#1. Sell packages with Sustainable Practices
#2. Research Companies with Conservation Partners
#3. Sell Experiences
#4. Offer EcoTourism Destinations
#5. And … Become a Green Travel Agency, Today
We’ll explore each of these further … But first,
Thank you to innovative Performance Media Group for giving Tauck the opportunity to speak up and speak out – on a virtual conference beamed across the country! We are a family business, perhaps like yours …and for over 80 years, we work closely with the people and places that host us… on a local and global level, now in 70 countries. My grandfather was among the first to bring travelers to remote National Parks back in the 1920’s; surely “eco-tourism” in its time. Since then, our philosophy endures of building trust and caring for people, places and parks --. economically, socially, and environmentally. We would not be where we are today, three generations, without commitment towards sustainable tourism… and taking action on conservation and preservation. If 2007-08 were years for green “awareness”, Now is the time for “action” and personal commitment. I hope my stories help you on your path. First some definitions….

Sustainable Tourism is focused strategy and intent that maintains or enhances the geographical character of a place; which encompasses the Environment, Heritage, Aesthetics, Culture and Wellbeing of the Local Residents. Companies that Care, can actually improve social conditions, ecological impacts and the unique character of place.

Ecotourism is a subset of Sustainable Tourism, defined as “environmentally responsible travel to natural and wilderness areas; to appreciate Nature and attain closeness with local flora, fauna and native peoples (mountain trekking, birding, safaris, rainforest adventure).

Voluntourism is that in which travelers visit a destination and take an active role in community projects; (parks, schools, neighborhoods, coastal and tourist areas), either dedicated tours for weeks, or for broader appeal, time to “give back” during a vacation..

Why should people Care? Consider the impact. International tourism doubled from 1995-2005. Currently at 835 million travelers, by 2012 there will be 1 billion and by 2020, 1.56 billion travelers (World Travel Organization). In less than a few decades, adding domestic travel, there will be 7 billion travelers roaming our finite planet.

Why Sell Sustainable Travel? There is a phenomenal trend among people of all ages and backgrounds.
• 83% of all Americans now believe companies have an obligation to support social and environmental causes, and
• 86% regard a company’s commitment to causes when deciding to do business with that company.
• There is little tolerance for companies that are oblivious of the issues..

TIA’s recent Geotourism Study indicates that 55 million Americans seek “authenticity” and travel that respects the Environment with a majority demanding “action” on preservation, and “controlled access” to pristine areas and more socially responsible tourism. Conde Nast Research showed 55% of respondents wished to volunteer while traveling. And, both PhocusWright and TIA have 2009 research on Green Travel and a new portal websites will soon on-line by TIA and American Express, The Center for Sustainable Development and other professional entities.

The following are five ideas to learning about and selling Sustainable Travel:

#1. Sell Packages with Sustainable Practices or Inherent Sustainable Values
There is growing interest and new packages that enhance “sustainability” by their very nature, as non-intrusive to environment. Before you explore such options, study the published emissions for travel choices as regards passenger miles per gallon (mppg). For zero emissions, are bicycle or walking tour packages to explore North America, Europe and elsewhere. Not just for avid adventurers, many groups seek outdoor touring– to reconnect with nature and health. Secondly, are train-adventures, particularly in the U.S. and Europe. There is a growing nostalgia for rail travel which is good for the environment, as it far exceeds auto, air and cruise travel at 86 passenger miles per gallon. Best for the environment are deluxe motorcoach tours … “the” most efficient at 184 passenger miles per gallon…four times as fuel efficient than most travel! Carbon emissions are reduced by 85% per passenger mile …for every person who chooses motorcoach travel instead of driving alone. New motorcoaches are incredibly fuel efficient …each one replaces up to 55 cars on our highways. Whatever you choose, please do carefully monitor for “greenwashing” and choose trusted, reliable companies, some of whom align with accreditation third party firms, such as Sustainable Travel International.

#2. Sell Voluntourism, which combines travel with intensive volunteer service to support cultural, social, historic or environmental clean-ups; many are agent friendly and offer good commissions, now to hundreds of countries with many charity partnerships and opportunities in Asia, Africa, South America, North America and Europe.

To appeal the broadest group, sell travel packages with modest volunteer time – to give your clients a “taste” of it. Tauck has an optional volunteer day on our most popular of 50 USA and Canada tours: the Grand Tetons & Yellowstone and Cowboy Country –10 great days through Wyoming, Utah and South Dakota with Yellowstone Volunteer days. For one company, over 10,000 paying travel customers (your everyday clients) will have volunteered, with 98% saying they’d do it again. The success and thanks to volunteers was filmed at the White House Oval Office; an honor by President George W. Bush and Laura Bush at a “Preserve America Award” ceremony in the Rose Garden. (photo)

#3. Support Companies with Conservation Partnerships. Seek companies that have teamed up with significant conservation organizations and non-profits. This expertise aligns beautifully with travel. Examples include: Lindblad Expedition, with a partnership with National Geographic Society. Marriott recently aligned with $2million commitment to Rainforest Alliance. Tauck World Discovery, with $2million and a 5-year leading partnership with Save America’s Treasures, the National Park Service and the National Historic Trust, and Expedia has teamed up with the United Nations Foundation supporting world heritage sites and protection around the globe.

#4. Sell Experiences. You’ve heard it before, but now you must “sell” experiences. Today, over 62% of the 55 million Americans seeking sustainable travel—want “authenticity” to meet and mingle with local people, eat locally-grown foods, support local products… it all adds to the “experience” and character of a new destination, for which they are taking their most valuable time to see. Travel enriches us, only by immersing us in different cultures, different traditions and ways of life. Gone are the days of the massive cultural shows with big buffet tables, or massive hotel chains with same-old restaurants; and “in” are the 1:1 experiences in lodges, local restaurants, and family homes for a taste of local hospitality. Upscale tour companies take years to seek out “authenticity”.and partner closely with local communities in each destination.

#5. Learn about and Sell Eco-Tourism Destinations
Become knowledgable and visit eco-tourism destinations. You know what they are…become informed by media, web, conservation organizations, national tourist boards and other sources for superior examples of eco-tourism destinations and public/private partnerships that develop sustainable destinations. consider the array of Eco-destinations here in North America of which there are hundreds of examples:
• The majestic snowcapped Canadian Rockies with so many Parks of Canada, beautifully preserved in Alberta and British Columbia.
• Alaska, famed for its rugged mountains, amazing glaciers and legendary grizzly bears as well as the Bald Headed Eagle, symbol of America.
• The American West, and our most majestic National Parks, including Yellowstone, Grand Tetons, Yosemite, Grand Canyon and Mesa Verde, and the incomparable adventure and scenic grandeur, ideal for bicycle, river-rafting, hiking or sightseeing packages. Did you know…there are over 393 National Parks in America?
• Hawaii, a unique American archipelago with unsurpassed ecological wonders and authentic cultural heritage, traditions and excellent examples of sustainable travel and tourism opportunities. In addition UNESCO World Heritage headquarters in New York and Paris (878 protected sites worldwide) are great sources for sourcing excellent programs of sustainable travel. The Department of the Interior and National Park Service as well as the National Geographic are sources of sustainable tourism destinations. The annual Adventure Travel Conference or TIES (The International Ecotourism Society) conferences are also good source as well as growing travel conferences dedicated to ecotourism, the environment and Green Travel.

Become a Green Travel Agent! It’s up to all of us, to take the first steps. Look around you right now. Before you sell “green” you need to Walk the Talk, and become involved yourself, with your personal behavior, with your employees and in your community, and in your State. It’s easy to get started.
I know…because over 10 years ago, I started our in-house program, called “Tauck’s World of Giving.” We assigned a leader with passion and conviction to begin engaging the staff, customers and employee families in local projects. Give a little time off…to volunteer together at a local project. How many of you are recycling? Using green cleaning products? Measuring your energy and water usage for reductions? There are many sources of information including ASTA’s new Green initiatives and training programs soon unveiling at the Travel Institute.

How to get started? First steps are “Education, Awareness and the right Tools”
• Continue to research, learn and attend conferences. Surf the web, talk to your consortia and get involved.
• Take a non-profit fam or Volunteer Event.
• Join a Sustainable Travel Organization, or simply inquire! Tourism Cares is a fabulous organization with annual 300 person travel industry volunteer events, and all are welcome. Peace Corp is another fine example on a national level.
• Stay tuned! Keep reading up on global and domestic issues facing our country and future Administration and the involvement of the tour & travel industry.

Trust me, your clients will thank you for your advice and values and will support you and your organization with their appreciation, resources and continued loyalty. I have been a lifelong supporter and have hundreds of testimonials, support and thanks from 9-year-olds to 90-year-olds who have changed and transformed their lives … as a result of learning through us, how to be personally involved in sustainable travel practices.

Please join us and Make a Difference. Be an example to our children and grandchildren. Make them Proud of Us. Get Started Today.