Travelife 6-step approach Engage your business Travelife Training Report Baseline review & communicate Travelife Baseline Travelife Reporting Monitor and Policy evaluate Action plan & implementation Travelife Action Planning 25
Step 4 – Action plan and implementation • Set priorities and make action plan • Develop sequence schedule of tasks to meet objectives • Determine criteria for success • Allocate staff, equipment and budget • Time schedule and divide tasks • Keep records of tasks undertaken Outcome: Records of tasks, time-schedule, responsibilities, new measurements of performance & indicators 26
Step 5 – Monitoring and evaluation • Ensure that both management and performance are monitored • Conduct new measurement to assess improvements • Send progress report to senior management • Adjust your action planning Outcome: Progress report, reviewed action planning First Choice (UK), Studiosus (Germany): EMS Exodus: weekly updates, input meetings diverse departments 27
Step 6 – Report and communicate • Gather information • Decide on reporting • Publish and disseminate results • Internal and external Outcome Report of achievements, external communication 28
Travelife 6-step approach Engage your business Travelife Training Report Baseline review & communicate Travelife Baseline Travelife Reporting Monitor and Policy evaluate Action plan & implementation Travelife Action Planning 29
How to integrate sustainability in your company 3.4 Writing your action plan 30
Writing your action plan • Use the Travelife checklist • Set realistic goals • Can do / can not do • ??????? 31
Communicating and Marketing sustainability 4.2 Marketing sustainability – Communication Indicators of Greenwashing What to tell your customers 32
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'ts Don’t Greenwash . “ Greenwashing ” is an environmental claim which is unsubstantiated or irrelevant – people see through this and react negatively to it. 33
Don’t 10 Indicators of Greenwashing Fluffy Language – Words or phrases Green products v dirty company – with no clear meaning sustainable product which is accessed by polluting transport e.g. Eco Friendly Suggestive Pictures – Green images Irrelevant Claims – Emphasising one that indicate a green impact e.g. small green activity when the rest is flowers blooming from exhaust pipes un-green 34
Best in class? – Declaring that you Just not credible!! are slightly greener than the rest, Eco friendly cigarettes – “Greening” a even if the rest are terrible dangerous product doesn’t make it safe Gobbledygook – Scientific Words - Imaginary Friends or Associations – A “label” that looks like an endorsement Jargon and information that only an environmentalist will check or except its made up. understand 35
No Proof – Out – right lying You could be right, but where is the A total lie with claims or data! evidence???? Beware People look at these acts as a smoke screen – its not real – just a way of making money 36
Don’t Greenwash! Travel with greenJet the low Carbon airline. We’re planting Trees so you can fly as often As you please. It’s not just travelling we think about. All our meals Are organic and locally Sourced, and we serve only fairtrade coffee
Don’t Greenwash! Travel with greenJet the low Carbon airline. We’re planting Trees so you can fly as often As you please. It’s not just travelling we think about. All our meals Are organic and locally Sourced, and we serve only fairtrade coffee
Don’t Greenwash! Our beautiful shoes are made From reclaimed leather and 100% Recycled materials so there’s no Hidden impact behind the hide. We do not use PVC and our products Are entirely free of toxic contaminants Like cadmium and lead residues Now you can feel as good about Your shoes as you look in them.
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 !! 40
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. 41
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 %) 42
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. 43
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 water Only mention the more sustainable options – focus on local • daytrips rather than those that are hours away 44
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 • watching Harvest their own food for lunch o Take part in community enterprises o Make them feel special - Better Service • Put the customer at the centre of the experience - what’s in it for them ? o How do you want your customers to feel? o Show a personal connection • “We are people like you, with the same values, that’s why you’ll enjoy o being here.” 45
Where, when, how do I tell them? Press & Media More and more, the press and media are looking for a story that gives a true authentic argument to the sustainability issues in tourism. So think about what makes 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. 46
Website Your website is your portal to the world – Use it wisely and correctly. Social Media Sites 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 free It 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 websites If 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……. 47
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 arrival Communicate 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 arrival On 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. 48
During 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 / visit Stay 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 growing • If they engaged with a school, or group tell them how these groups are now • benefiting from their personal engagement. 49
Communicating and Marketing sustainability 4.3 Write your company sustainability USP’s 50
108 Customer communication Growing awareness of sustainability, but… Communication strategies • Sustainable alternatives = quality products, new experiences • Secondary information: your choice contributes to…. • Style of communication • Short, positive, engaging Use local restaurants 51
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 customer e.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. 52
Sustainability USP’s (Unique Selling Points) Exercise Sustainable 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. 53
Communicating and Marketing sustainability 4.4 Marketing sustainability – Distribution channels 54
Marketing sustainability: distribution What do you market: Your (sustainable) company • your (sustainable) products • To whom do you market • B2B • B2C Need different strategies !
Your (sustainable) company • Sustainability provides competitive advantage • Sustainability certificate quality is assumed. • Sustainability is quality + • Sustainability increases your brand value Communicate your sustainability USP’s and achievements to business partners and clients
Sustainable products • Develop sustainable products • Look actively for local initiatives and suppliers • Co-operate with your international business partners.
The Travelife Market Suppliers with a sustainability certificate available for selection 58
59
Distribution of sustainable products. Still small target groups! How to reach them: 1. “ Green shops ”, many new market based web sites focus on sustainable products 2. “ Green corners ” in all niche markets will emerge
“Green Shops” in tourism sector Examples Responsibletravel.com • Responsiblehotels.com • Ethicaltravel.com • Worldhotellink.com • Urbanadventures.com • Forumandersreisen.de •
Green Corner • For many niche markets there are no Green Shops • You 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.
Green corner Common TO logo for sustainable hotels First Choice Winter 2008 Virgin Holidays Winter 2008
The Travelife Collection. A catalogue of accommodations certified with the Travelife label 68
5. Next step en follow-up 69
Follow-up support and next steps
Follow-up programme Online Training & formal exam Planning and Reporting International recognition and certification Market access support
Your road towards sustainability Registered Travelife Certified Travelife Partner Travelife Engaged
Stage 1. Travelife Engaged Online training and exam for your sustainability coordinator. Guidance on improving your sustainability performance. Action planning tool Reporting tool (towards Travelife Partner criteria) Access to B2B Travelife Partner and Certified companies.
Management area Criteria theme Sustainability Management Legal requirements, General operations Fair business practices Labour practices and human rights (office and retail) o Procurement o Water Environment (office o Energy Office and retail operations and retail) o Waste o Training and awareness raising Community relations Transport Accommodations Excursions and activities Supply Chain Management Local partners and representatives Guides & group leaders Destinations Destinations Awareness raising and motivation Customers Customer rights
Transport Title Action / Solutions R* O* Coach Collaboration with coach transport companies with environmental √ √ Certified Transport 4.1 certification Transport providers are incentivised to implement a sustainable Driving Skills driving style by means of communication of the ´ eco-driving ´ 4.2 - - technique or international equivalents. Less polluting transport to destinations Sustainable (public) transport is offered to the point of departure √ Transport to departure-point 4.3 - for the international journey. Sustainable transport to the destination is part of the holiday √ Transport to destination 4.4 - package or is offered actively as option. CO2 compensation CO2 compensation is options are offered to the clients 4.5 - - CO2 compensation for the international transport is included in the CO2 compensation package price. 4.6 - - Transport in destination Suppliers and local agents are stimulated to offer sustainable Sustainable transport 4.7 - - transport for local transfers and excursions. Suppliers are stimulated to implement sustainable operations 4.8 Boating - - communicatingf Best Practice standards.
Planning and Reporting tool . Sustainability Company report Action Plan
Stage 2. Travelife Partner After compliance with Travelife Partner standards Travelife Partner award and logo B2B featuring of your company and products to all other Travelife member companies. Improving and reporting towards Travelife Certified level (more criteria, more obligations)
Travelife Certified standard Based on: ISO 14001 - Environmental management GRI - Global Reporting Initiative, tourism supplement GSTC - Global Sustainable Tourism Criteria ISO 26000 - Corporate Social Responsibility Guidelines and principles
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.
Mr. Taleb Rifai, General Secretary UNWTO, hands out “ Travelife Certified ” awards to TUI Netherlands, SNP Nature Travel and Kuoni Specialists .
Contribution (for Partner Recognition < 50 50 - 200 200 - 400 Company size FTE’s FTE’s FTE’s Yearly contribution € 150 € 200 € 300 You will receive an invitation with the details You are already registered for engaged level under travelife.info
Next steps Defining the Travelife Partner standard. You will receive access to the formal training, exam and reporting tool. Guidance, coaching and follow-up workshops You are already registered for engaged level under travelife.info
Project CSR TOUR: Corporate Social Responsibility Training and Certification in the Travel Sector CSR TOUR „Corporate Social Responsibility Training and Certification in the Travel Sector“, Project Nr: 2012-1-HR1-LEO05-01703
Project: Corporate Social Responsibility Training and Certification in the Travel Sector – CSR TOUR The project is funded by the Lifelong Learning Programme Leonardo da Vinci, Transfer of innovation activity. Duration: 1.11.2012. – 31.10.2014. Partners of the project: UHPA - Association of Croatian Travel Agencies (lead partner) Organizations that created and developed Travelife system ECEAT - European Centre for Ecological and Agricultural Tourism (NL) ABTA - Association of British Travel Agents Organizations that will implement the training and certification system: PIT - Polish Chamber of Tourism (PIT), HATTA - Hellenic Association of Travel and Tourist, Agencies LC - "Lauku celotajs" Latvian Country Tourism Association.
Project Work Plan WP 1 WP 1.1 Improving and WP 1.2 Adapting WP 1.3 Adapting CSR WP 1.4 Improving Improvement adapting CSR CSR Training to VET Standards technical and support and adaptation Training system institutes - For travel companies system - Content - Content - For suppliers - Virtual learning - Methodology - Methodology environment - - Support tools WP 2 WP 2.1 Testing CSR WP 2.2 Testing CSR WP 2.3 Testing CSR Testing Training system Training system for Standards for Travel and VET institutes companies Technical and support and system Technical and support system WP 3 WP 3.1 Train trainers WP 3.2 Train advisors / WP 3.3 Train auditors to Train the to provide CSR trainings for travel company staff auditors to assess CSR assess Sustainability Trainers and CSR courses in VET institutes Standards for Travel Standards for suppliers companies WP 4 WP 4.1 Implement CSR WP 4.2 Integrate CSR WP 4.3 Implement CSR WP 4.4 Implement Implementation Training system training into VET Standards for Travel Sustainability Standards 1. Awareness raising curricula companies for suppliers 2. Trainings 1. Administrative 1. Awareness raising 1. Awareness raising 3 Certification integration 2. Consulting and 2. Self assessment 2. Conduct courses implementation 3. Auditing & awarding 3. Dissemination 3. Auditing & certification WP 5 Dissemination & Exploitation WP 6 Project Management
& specialization of travel agencies
Specialization and certification of UHPA members In recognition of the need for specific knowledge and skills of employees in the tourism industry, UHPA launched the project of specialization and certification of travel agencies, which together with supporting marketing activities, has the aim to raise the quality of human resources.
The emphasis on specialization of inbound travel agencies along with lifelong education of personnel in the tourism industry , are also among the priority measures for improving the competitiveness of Croatian tourism as defined in the Croatian Tourism Development Strategy until 2020.
In accordance with the current requirements of the tourism market and the strategic guidelines of Croatian tourism , through this project of specialization and certification of travel agencies, UHPA will form clusters for the purpose of networking with relevant stakeholders in the tourism industry, sharing knowledge and experience, developing new ideas, employee training and providing high quality services to end users, etc.
Cluster development will enable participants to become leaders in their field and to directly contribute to the competitiveness of Croatian tourism through increasing quality of their business. The importance of specialization of travel agencies and establishing clusters have particularly gained relevance with Croatian accession to the European Union since the requirements and market expectations have become much higher since then.
Besides specialization for school trips , there are also specializations in the following areas / markets / topics in plan: PCO adventure tourism car rental accommodation DMC special markets ( depending on the interests of members)
For each of these specializations , UHPA will form a special working group, whose leaders, in collaboration with the staff of the UHPA office, will prepare the criteria for access to a cluster of specialists and ethical conduct for travel agencies / companies involved in specialization process.
Agencies meet the specialization criteria by proving past and current business activities, competences of employees and associates as well as their life-long education and also by corporate social responsibility, quality management and their activity in the system of tourist boards.
WHY ???
Mandatory criteria for specializations
Travel agencies will commit to Corporate Social Resposibility (CSR) by adopting the Travelife principles through a certification program that follows three phases of which the first one is " Travelife engaged "
WHO ARE TRAVELIFE ENGAGED COMPANIES? UHPA members that are taking an active approach towards sustainability with appointed sustainability co-ordinator who has passed Travelife training. Even though during this engagement stage these companies are not rewarded yet they are working on integrating sustainability practices in key operating areas.
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