Achieving competitive advantage through

sustainabilityGuy Bigwood - MCIMikal Holt – Horesta

Kristian Rødbro – Visit Aarhus

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Intro : Danish Sustainable Events InitiativeUse the 2012 Danish Presidency of the EU to inspire

greater collaboration, innovation and sustainable development of the meetings industry. Position

Denmark as the Global Thought Leader .

DSEI Deliverables

Community Portal

Awarenessraising videos

ISO20121Certification

Training roadshow

EuropeanSustainabilityConference

Sustainability Report

www.sustainableeventsdenmark.org

This is Denmark

GIVE YOU SOME PRACTICAL IDEAS ON HOW TO

GAIN COMPETITIVE ADVANTAGE THROUGH

SUSTAINABILITY?

Objectives for today

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Inspire Share Learn Create

IDEAS

BEST PRACTICES

OBSTACLES

QUESTIONS

Trusted advisors toGOVERNMENTS

ASSOCIATIONS

DESTINATIONS (CVBs)

CONVENTION CENTERS

CERTIFICATIONSTANDARDS

MCI SustainabilityServices

Group Sustainability

Director

Who are you

What’s yourexperienceworking withsustainability

WORLD IS CHANGINGEconomic, social and environmental sustainability is one of the defining issues of our time

26-nov.-12 10

INNOVATION!

RISKS!

OPPORTUNITY

Sustainability – Green Economy ..$5.7 TrillionLow carbon and environmental services and productsmarket in 2015 (18% growth in 4 years)

State of Meetings Sustainability:The Diagnosis

MPI Research Study� 1100 Suppliers and organisers

interviewed

� 1200 delegates

� Representing 150 countries

FRAGMENTATION

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Lack of Strategic Integration

- 90% of meeting businesses say they are engaged in CSR activity, yet only 40 percent have a formal CSR policy

- 60% percent of meeting businesses believe that customers expect them to be active in CSR

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Delegates Expect More

70% delegates want to see CSR information on websites

68% delegates would pay more for products that are ethically and socially responsible

50% of delegates want businesses to file formal CSR reports

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Are CSR credentials important toyour clients when they are lookingfor new partner?

50% say its important or very important

Agreement on the future80% companies predict

increase

86% delegates predict

increase

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Clients driving changeWhy are these clients implementing sustainability into their meetings

So why are these clients investing in sustainable meetings?

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http://vimeo.com/50744987#at=0

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London 2012: First Sustainable Games

EU PRESIDENCY CASE STUDY� 100 meetings

� 3 locations

� 15000 participants

� First event certified to ISO20121

See videos www.sustainableeventsdenmark.org

But does sustainability cost more?

500,000

Oracle: Global Sustainability Program

$1.5M

Oracle: Year on Year Savings

Large events have easy ROI

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X Ray on state of standards…

WHO HAS AN ECO CERTIFICATION

Why?What is your experience?

WHO HAS AN ECO CERTIFICATION

HOTEL, RESTAURANT & TURISTERHVERVET

Linking grøn udbud og efterspørgsel

Mikal Holt Jensen

Miljøkonsulent i HORESTA

Sekretariatsleder for Green Key

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HOTEL, RESTAURANT & TURISTERHVERVET

”Det er en god oplevelse at virksomheder begynder at interessere

sig for samfunds- og miljømæssige forhold.”

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Grøn Turisme

HOTEL, RESTAURANT & TURISTERHVERVET

”Jeg har slet ikke været opmærksom på, at jeg evt. kunne se

hotellets grønne profil på nettet. Jeg har kun været glad, når jeg

på hotelværelset har set, at de tænker på miljøet. Jeg vil holde

øje med hotellernes grønne profil ved kommende bestillinger.”

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Grøn Turisme

HOTEL, RESTAURANT & TURISTERHVERVET

”Bor videst muligt på Scandic hotel, da jeg ved at de opfylder mine

krav til økologiske vare samt andre forhold vedr. personale mm.”

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Grøn Turisme

HOTEL, RESTAURANT & TURISTERHVERVET

”Det er kun når hotellet reklamerer med fx miljøbevidsthed mm at

jeg bliver obs på at stedet gør en ekstra indsats.

Men klart noget jeg vil tænke over.”

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Grøn Turisme

HOTEL, RESTAURANT & TURISTERHVERVET

Undersøgelser fra:

• VisitDenmark

• Wonderful Copenhagen

• Center for Kultur Analyse på KU

• Udenlandske undersøgelser

• Sinatur

• KursusLex

• Erhvervslivet

• Forbrugerrådet

• HORESTA

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Grøn Turisme

HOTEL, RESTAURANT & TURISTERHVERVET

Hovedkonklusioner:

• Efterspørgsel på grøn profil

• Forudsætning

• Flere villige til at betale mere

• Især private, men også offentlige virksomheder, stiller miljøkrav

• Fint med de miljøbesparende tiltag

• God idé med et miljømærke

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Grøn Turisme

Erhvervsturister, 2011

• A.P. Møller

• Danisco

• Den Danske Bank

• Mannaz

• Novozymes

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Grøn Turisme

Udbud

• Større rolle i EU

• Statens hotel og konferenceudbud

• Udenrigsministeriet, 2009 og 2012: COP15 og EU formandskab

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Grøn Turisme

Miljøstyringssystemer

• EMAS : EMAS er EU’s ordning fra 1993

• ISO 14 001: Den internationale standard for miljøledelse fra 1996

Miljømærker

• Svanen, som er i Norden

• EU Blomsten, som er i EU

• Green Key, som er i over 35 lande

• Miljøstyring light

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Grøn Turisme

Andre initiativer

• Go’ Energis kurveknækker (lukket)

• Kommunale initiativer fx Københavns Grønne Erhverv

• Energirådgivning fra virksomheder

• Egne initiativer

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Grøn Turisme

Forbrugerombudsmandens vejledning

• Undgå greenwashing

• Ikke overdrive – god mavefornemmelse

• Holde hvad man lover

• Underbygge påstande

• Dokumentation

• Varsom med brug af målsætninger

• Svanen og Blomsten er officielle miljømærker

• Green Key alment anerkendt miljømærke

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Grøn Turisme

Udbud

• 25 % miljømærkede hoteller i DK (43 % værelser)

• 46 % i København (64 %)

• 15 % i Midtjylland (25 %)

• 11 % i Nordjylland (18 %)

• 73 % hoteller mærket med Green Key, 22 % med Svanen og 5 % med EU Blomsten

• Siden 2008 mere end fordoblet

• 6 konferencecentre

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Grøn Turisme

020406080

100120140160180200

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May

/09

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May

/10

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c/1

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May

/11

Sep

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/12

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/12

Bureau/Tourist bureau

Camping/Campsite

Feriecentre/Holiday

Center

Hotel- og

Kursuscenter/Hotel

Konferencecenter uden

overnatning

HOTEL, RESTAURANT & TURISTERHVERVET

Udbud vs. efterspørgsel:

• Efterspørgsel efter grønne hotel og mødesteder

• Udbud af grønne hotel og mødesteder

• Link kan forbedres

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Grøn Turisme

HOTEL, RESTAURANT & TURISTERHVERVET

Synliggørelse:

• Brande DK som en bæredygtig destination– COP15

– EU Formandskab

– Fonden for Markedsføring af Danmark

– København Miljøhovedstad i 2014

• Nemt at finde

• Nemt at forklare

• Bedre markedsføring

• Virksomheder synliggør indsat

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Grøn Turisme

Booking hjemmesider:

• Grønne virksomheder på Hotel.dk, www.danskekonferencer.dk (også regionale og lokale hjemmesider), Visitdenmark.dk, Kursuslex.dk, BW og snart Booking.com

• Ikke pt. søges på Expedia.com, Hotels.com og

TripAdvisor, men beskrives under de miljømærkede

hoteller

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Grøn Turisme

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HOTEL, RESTAURANT & TURISTERHVERVET

KeyMarketing - Værktøjskasse

Formål

• Synliggøre grønne profil

• Ekstern promovering

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HOTEL, RESTAURANT & TURISTERHVERVET

Indhold

• Budskab, slogan og udformning

• Målgrupper: Virksomheder og loyale kunder

• Tilpasse materialet

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KeyMarketing - Værktøjskasse

Slogan: Green Key – Green Dreams

• Budskab:

– Indsats ved valg

– Ikke ud over opholdet

– De kan bidrag

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KeyMarketing - Værktøjskasse

HOTEL, RESTAURANT & TURISTERHVERVET

Sprog og tekst

• Engelsk og dansk

• Branchebegreber

• Positive budskaber

• Begrænse tekstomfang

• Underbygge påstande

• www.green-key.dk

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KeyMarketing - Værktøjskasse

HOTEL, RESTAURANT & TURISTERHVERVET

Trykt:

• Værelsesmappe

• Små opslag

• Opslag (A4 og A3)

• Salgsbreve

• Pressemeddelelser

• 5 gode grunde

• Dokumentation

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KeyMarketing - Værktøjskasse

Opslag

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KeyMarketing - Værktøjskasse

HOTEL, RESTAURANT & TURISTERHVERVET

KeyMarketing - Værktøjskasse

Elektronisk:

• Velkomstskærm

• Små bannere og logoer med slogan

• Tekstforslag til hjemmeside

• Tekst til Hotels.com, Expedia.com

• Think before you print

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Banner

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KeyMarketing - Værktøjskasse

Spørgsmål vedrørende Green Key og mijø:

– Mikal Holt Jensen

– holt@horesta.dk

– Tlf. 3524 8080

– www.horesta.dk

– www.green-key.dk

– www.green-key.org

Mere information…

HOTEL, RESTAURANT & TURISTERHVERVET

WHAT ARE THE

SUCCESS FACTORS

FOR SUSTAINABILITY

IN EVENTS?

What is ISO 20121

Plan Do Check Act

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Continuous

Improvement

Process-based standard provides management framework for addressing sustainability within events

ISO20121

What are the key characteristics of ISO 20121:• Incorporates a balanced approach to social,

environmental and economic sustainability• Designed to be applied to any type of event

Who can use the standard• Event organizers• Venues• Destinations• Organizations and/or individuals in the supply chain

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ISO20121

Who developed it?• Developed with assistance from over 30 countries and

thousands of event and standards professionals

Is it certifiable?• Yes, eligible for 3rd party certification

Who is using it• Certified: London 2012 Olympics, Coca Cola, EU Presidency

How much does it cost?• To buy the ISO 20121 Standard is 140CHF• Implementation cost depends on the scope

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Ovation Summit 2012

WHAT CAN WE LEARN FROM OUR COMPETITORS

Destinationand

AssociationConsulting

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Who is the healthiest of them all?

0

5

10

15

20

25

0 5 10 15 20 25 30

So

ftw

are

Hardware

2012 Scandinavian Destination Sustainability Index

STOCKHOLM

REYKJAVIK

TRONDHEIM COPENHAGEN

GOTHENBURG

AALBORG

STAVANGER TAMPERE UPPSALA

ESPOO

MALMÖ

KARLSTADAARHUS

HELSINKIOSLO

TURKU

Destination IndexBenchmarking Hardware Software Total

Gothenburg 21 22 43

Uppsala 25 15 40

Copenhagen 22 16 38

Stockholm 21 17 38

Oslo 20 18 38

Malmö 18 19 37

Trondheim 21 16 37

Helsinki 15 20 35

Aalborg 21 12 33

Aarhus 19 14 33

Tampere 18 14 32

Karlstad 18 13 31

Stavanger 15 15 30

Reykjavik 19 8 27

Espoo 14 11 25

Turku 18 3 21

Developing a strategic collaborative approach

SO HOW DO WE GAIN

COMPETITIVE ADVANTAGE

THROUGH

SUSTAINABILITY?

Discussion : How do we increase ourcompetitive advantage?1. Clients:

- How do we increase client demand for sustainable products? How do we communicate and sell our sustainability program as a team?

2. Suppliers:

- How do we manage indifference and resistance in the supply chain? How can we collectively make this simpler and easier?

3. Employees:

- How can we better engage and motivate our staff to improve our sustainability programs

4. Community:

- How can we collaborate more to improve local social and environmental issues. Examples, ideas?

“The question of reaching sustainability is not about if we will have enough energy, enough food, or other tangible resources …

The question is:

will there be enough leaders in time?”

Dr. Karl Henrik Robèrt, Founder The Natural Step

ICCA Scandinavian Chapter: Twitter: #ICCASCAN

2020 Goal: Gothenburg will be the world ´́́́s leading sustainable city

Only 25% of CVBs have a publicly

available sustainability

policy

Integrate into strategy

We all need to better engage clients and help them be more

sustainable

COLLABORATION = SUCCESS

Engage

with humour

Be Positive

Governance and Transparency

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THE ENDalmost

HOW WAS THE

SESSION FOR YOU?

WHAT 2 IDEAS WILL YOU TAKE AWAY

USE YOUR INFLUENCE

TO CREATE CHANGE?

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“The man who removes a mountain begins by carrying away small stones.”

~ Chinese Proverb

Sustainableeventsdenmark.org

For more info

Guy.Bigwood@mci-group.com

MCI Group Sustainability Director

www.lessconversationmoreaction.com