G dGoodnessStill S llStill Sells

The Media’s Role in Rebranding EcotourismRebranding Ecotourism

By Frances FigartThe International Ecotourism Society’sThe International Ecotourism Society s

Global Ecotourism Conference 2007May 14-16, Oslo, Norway

•

ProvidingProviding communications

solutions for sustainablefor sustainable

travel professionalsThe magazine forenlightened explorersg p

Interview source categories

• Industry association leaders• Industry association leaders• Tourism educators and academicians• Journalists and travel media• Ecotourism, nature-based and adventure tour operators

Ecotourism marketing and business strategists• Ecotourism marketing and business strategists

Ecoto rism definition “R ibl l l hEcotourism definition: “Responsible travel to natural areas that conserves the environment and improves the well-being of local people.”

– TIES

Is ecotourism a brand?

Tourism educators and academicians said:

Yes but poorly defined often misused term Too often confusedYes, but poorly defined, often misused term. Too often confused with nature-based, cultural tourism, geotourism, sustainable

development, pro-poor tourism.

No, but is a mass marketing term to describe outdoor and natural resources tourism and has loyalty and commitment from both

consumers and professionalsconsumers and professionals.

“Ecotourism is becoming more of a benchmark than a brand“Ecotourism is becoming more of a benchmark than a brand influencing the development of other tourism forms in the direction

of being more responsible.” – JUAN LUNA-KELSER, GWU

Journalists and travel media said:

Yes, it conjures up certain associations for consumers (though the specifics vary widely) and implies a set of values that allow

consumers to make assumptions about the related product.consumers to make assumptions about the related product.

No, it’s more a philosophy, or movement, like volunteerism. Seen as term that waxes and wanes in popularity around the worldas term that waxes and wanes in popularity around the world.

“‘Ecotourism’ means something different in each country.”

– RON MADER, PLANETA,

E t i t b d d d tEcotourism, nature-based and adventure tour operators said:

Yes, it is an effective brand when applied to specific travel services and products like a hotel, nature park, or a highly defined

tour company.

No, undefined term in the sense that there is not one universally agreed-upon definition and it’s full of misconceptions and misuse.

“Overall, ecotourism has become a less effective brand as it has also become a general marketing term that is used in sales and education with a wide range of

understanding throughout the world that is not tied to definitive services or products ”products.

– KURT KUTAY, WILDLAND ADVENTURES

Industry association leaders said:Industry association leaders said:

No: “It concerns me that if the term is commercialized as a ‘brand’ it will lose its true meaning – that it is actually a set of

principles and practices that, when applied by tourism companies (that have their own brands), transform tourism p ( ),into a catalyst for protecting nature and sustaining the well

being of local peoples.”

Yes: “Certainly the brand gurus Trout and Reiss Marty Neumeier

– COSTAS CHRIST, ADVENTURE COUNCIL, TIES FOUNDING MEMBER

Yes: Certainly, the brand gurus Trout and Reiss, Marty Neumeier and others would say ‘yes,’ to the extent that consumers are

processing information and making purchase decisions on the basis of the designation ” DAVID SOLLITT TIES EXECUTIVE DIRECTORbasis of the designation. – DAVID SOLLITT, TIES EXECUTIVE DIRECTOR

Ecotourism marketing and business t t i t idstrategists said:

No, it is a type or category of travel, (a la adventure tourism, o, s a ype o ca ego y o a e , (a a ad e u e ou s ,nature-based travel) therefore not a brand unless coupled with a

specific destination or company.

Yes, in the sense that a brand image is the perception held of something by someone else.

“A company or movement may seek to achieve a brand image or positioning in thethe

minds of its target audiences. To do this, it must understand the beliefs and attitudes

of the audiences, as they are the basis for the audience’s perceptions.”

– KIM WHYTOCK, KIM WHYTOCK & ASSOCIATES

What is a brand?A network of associations representing the sum of all

experiences between an individual and a product or concept.

Should be deliberate result of strategic considerations on the part of a group of professionals about a product or concept’s

al evalue.SOURCE: YPB&R

Three entities involved in how ecotourism is positioned as a brand

image

• Ecotourism – the product or concept being projected• Ecotourism community – the entity that strategically Ecotourism community the entity that strategically

positions the product or projects the image• Ecotourism consumer – the target audience and

ireceiver of that projected image

Ideal

Ecotourism Community

Ecotourism Consumer

Reality

Ecotourism Community

Ecotourism Consumer

TravelMedia

Four entities involved in how ecotourism is positioned as a brand imagepositioned as a brand image

• Ecotourism – the product or concept being projected Ecotourism the product or concept being projected• Ecotourism community – the entity that strategically

positions the product or projects the image• Travel media the medium or vehicle through which• Travel media – the medium or vehicle through which the image is projected – the projector• Ecotourism consumer – the target audience and receiver of that projected image

Remember:

“A company or movement may seek to achieve a brand image

or positioning in the minds of its target audiences. To do this, p g g ,it must understand the beliefs and attitudes of the audiences,

as they are the basis for the audience’s perceptions ”they are the basis for the audience s perceptions.

– KIM WHYTOCK, KIM WHYTOCK & ASSOCIATES

So before we project an image (via the media) we must first define our audience.

Who is the ecotourism consumer?

They have been called “cultural creatives,”“awakening consumers” and “metrospirituals.”awakening consumers and metrospirituals.

When they travel, they are “enlightened explorers.”

There are 49 million U.S. consumers who are using their value judgments and ethical beliefs to

make purchasing decisionsmake purchasing decisions.

Green Team USA has identified them as “awakening consumers,” and they are changing

the face of the travel industry.

Awakening consumers are the driving force behind

ecotourism, responsible tourism, sustainable tourism,

nature-based tourism and several other rapidly growingseveral other rapidly growing,

“enlightened” travel categories.

“Responsibility and authenticity go hand in hand and as we asgo hand in hand, and as we as

a society become more disconnected from nature and quality of experience, people q y p , p pcrave that authenticity more

than ever before. The media is picking up on this.”

– PETER KRAHENBUHL, SUSTAINABLE TRAVEL INTERNATIONAL

Who are these new consumers and h th i f ?where are they coming from?

“Marketers attribute the growth to a group they call ‘metrospirituals’ – hybrid-driving, yoga-practicing, baby- and echo-boomers for whom social responsibility and seeking

out new adventures are a way of life ”out new adventures are a way of life.”

–“EASY BEING GREEN” BY HEIDI S. MITCHELL, “THE NEW YORK TIMES STYLE MAGAZINE” FALL 2006.

Enlightened explorers are usually lalso:

• Organics:Organics: 68 million Americansbuy organic products

• Enviros: 103 million Americans sayEnviros: 103 million Americans say they are environmentally conscious

• Politicos: 87 million Americans are active in politics and their communityp y

The intersection of these is the awakening consumer comprisingawakening consumer, comprising

23% of the U.S. population.

– GREEN TEAM USA

What does this awakening consumer orWhat does this awakening consumer or “enlightened explorer” look like?

They are united by a shared set of values. y yThey may be any age, race, sex or

occupation.

Female 53%Male 47%

Median age - 42.3

Median household income - $59.3K

Median home value $249value - $249

Awakening consumers or enlightened g gexplorers are more likely to:

• Spend $5,000+ on a vacation• Own a passport• Travel more abroad• Combine foreign business and personal travelg p• Plan travel online

Enlightened explorer values:

CuriosityAdventureWellness

Sustainability

CuriosityVisit museums

Learn about art culture historyLearn about art, culture, historyAttend live theater or dance

Enroll in adult educationEnroll in adult educationBuy cookbooks

AdventureAdventureCanoeing/kayaking

S b di iScuba divingSnowboardingB k kiBackpackingBird watching

WellnessWellnessJogging/running

Takes yoga classesTakes yoga classesVisits a spa

Eats organic foodsEats organic foodsPlays a musical instrument

T d t dTends to a garden

SustainabilitySustainabilityAttends political events, protests

Engages in fundraising

Donates to charitable organizationsg

Member of environmental group

W t ll d l t d ffi i lWrote or called an elected official

Travel and the green movementTravel and the green movement• 77 percent of Americans say they worry about the environment "a great deal" or "a fair amount "the environment a great deal or a fair amount.

• 30 percent of the U.S. adult population make purchasing decisions based on their personalpurchasing decisions based on their personal,

social and environmental values.

• 58 5 million Americans say they would pay more• 58.5 million Americans say they would pay more to use a travel company that strives to protect

and preserve the environment.

– SUSTAINABLE TRAVEL INTERNATIONAL

“There's nothing the media loves more than a good trend. All the f f"green issues" of various lifestyle magazines include the requisite

blurb on a high-end ecolodge, and most cover eco-travel as if it's an entirely separate entity from ‘conventional’ travel.”

KIM LISAGOR FREELANCE JOURNALIST FOR OUTSIDE NATIONAL GEOGRAPHIC AND– KIM LISAGOR, FREELANCE JOURNALIST FOR OUTSIDE, NATIONAL GEOGRAPHIC AND OTHERS, CO-AUTHOR OF 37 PLACES TO SEE BEFORE THEY DISAPPEAR (VINTAGE, 2008)

“The hardnosed business realities of environmental catastrophes

are starting to sink in to the public consciousness on all levels, so mainstream media are more and more looking atso mainstream media are more and more looking at

environmental problems.” – DAVID COGSWELL, TRAVEL WEEKLY

The public has a higher awareness of ecotourism’secotourism s

brand identity today than just two years ago due to:

• Awakening consumers or enlightened explorers growing in number throughout the world.in number throughout the world.

• Greater awareness of global warming via media such as Al Gore’s Oscar-winning documentary An InconvenientAl Gore s Oscar-winning documentary An Inconvenient Truth.

Ecotourism’s alignment with “green” has strengthened its brand identity in the past yearg y y

“Ecotourism is not just for hippies anymore. It's for everyone who is riding the green trend That shift in perception haswho is riding the green trend. That shift in perception has opened it up to a much larger market, because the notion

that ecotourism involves sacrifice is all but gone.”

– KIM LISAGOR, FREELANCE JOURNALIST FOR OUTSIDE, NATIONAL GEOGRAPHIC AND OTHERS, CO-AUTHOR OF 37 PLACES TO SEE BEFORE THEY DISAPPEAR (VINTAGE, 2008)

Travel to remote destinations is upYear 2000, 292 million traveled to developing countries,

up 95% over 1990

Between 1990 and 2000, tourism to “biodiversity hotspots” increased more than 100% – UNWTO, Conservation International

Roles of the media and travel professional in brand perceptions of ecotourismin brand perceptions of ecotourism

The media have been perpetuating the trend, packaging t i t f th lif t lecotourism as part of the new green lifestyle.

Travel professionals (all kinds) have taken advantage by highlighting their eco-attributes (even if minimal).

Ecotourism Community

Ecotourism Consumer

TravelMedia

Are there a s e as a comm nit can betterAre there ways we as a community can better strategize to project the precise image of

ecotourism to the consumer via the media?ecotourism to the consumer via the media?

“If there is a ‘promise’ associated with ecotourism it'sIf there is a promise associated with ecotourism, it s that both conservation of unique natural areas, and

community development, will be part of the visitor i ”experience.”

–KEITH SPROULE, TOURISM PLANNER, TIES FORMER CHAIR

“That is too generic since any tourism enterprise that does better to minimize

its cultural and environmental impactits cultural and environmental impact is not [necessarily] ecotourism.”

– KURT KUTAY, WILDLAND ADVENTURES

A modest proposal for rebranding ecotourism

accurately in the global arena

It is first and foremost the responsibility of the travel professional and the ecotourism community at large to

strategically control the brand image of ecotourism that is portrayed to theecotourism that is portrayed to the

consumer via the media.

Journalists have responsibilities tooJournalists have responsibilities, too

1. Learning about ecotourism, sustainability, the environment and ecology.

2. Not slanting stories toward an angle, beat or agenda.

3. Seriously covering ecotourism practices in a way that lends them credibility.

When asked about their responsibilities, journalists said:journalists said:

“Report what they see. Period.”– EVERETT POTTER FREELANCE JOURNALISTEVERETT POTTER, FREELANCE JOURNALIST

Reporters need to ask for definitions of terms they don't understand. They need to verify claims with an

impartial expert.” – KIM LISAGOR, FREELANCE JOURNALIST

“Every person, including every journalist, has a y p , g y j ,responsibility to try to protect the earth for future generations.” – DAVID COGSWELL, TRAVEL WEEKLY

“Although tourism executives recognize that the health,

sustainabilitysustainability, and profitability of their industry

depends in large part on protecting th i t k tithe environment, marketing

techniques often allow the travel industry y

to appear ‘green’ without making fundamental or costly reforms.”

– MARTHA HONEY, CESD, FORMER TIES EXECUTIVE DIRECTOR, IN WHO OWNS PARADISE

The travel professional’s responsibilities

1. Practicing truly responsible and sustainable tourism, ,not just marketing it

- define the terms for your company- establish code of ethics, goals, guidelines

get certified- get certified- make yourself accountable

“Clearly define what you believe ecotourism is; try to differentiate from the ecotourism wanna bees.”

– HUGH HOUGH, GREEN TEAM USA

2. Goodness sells: Marketing properly means telling s ccess storiesmeans telling success stories

Destination: Wisconsin

- more native American tribes than any state east of the Mississippi.

- more independent, certified organic small farms than any state in the U.S.

- greater percent of land area that is under some form of protected status by the state (state parks, state forests, state sanctuaries, etc), than most of its neighbors.

- established its own certification program, unique to the state.

– KEITH SPROULE, TOURISM PLANNER

3. Recognizing the multiple stakeholders involved in the process

- buying locally on tour- appreciation or accreditation

- crediting NGOs

appreciation or accreditation programs

- awards systems

- certification and eco-labels

- demonstrate the profitability of ecotourism

4. Building relationships with members of the media based on trust and understanding

- being sensitive to media needs and a ailable to ans er q estionsavailable to answer questions

- presenting information in a pressrelease and on web site press room

- working within media deadlines

- using preferred communication channels

offering “fun” information- offering fun information

5. Educating the media about ecotourism, sustainable practices and market trends6. Supervising and controlling the interview and the end-product as much as possible

“A good product is a good product only when it reaches the consumer.”– PETER KRAHENBUHL, SUSTAINABLE TRAVEL INTERNATIONAL

“Make sure the media gets it right.” – COSTAS CHRIST, ECOTOURISM PIONEER

How do you reach the awakening ?consumer?

• Use multiple communications channels to get the message out

• Tell the experiential story – make them smell, taste, hear and p ysee the product

• Use innovative partnershipsUse innovative partnerships with other travel professional and non-profits

Effective brand is deliberate result of strategic considerations on the part of a group of professionalsconsiderations on the part of a group of professionals

about a product or concept’s value. – YPB&R

“A company or movement may seek to achieve a brand image or positioning in the minds of its target audiences.”

KIM WHYTOCK KIM WHYTOCK & ASSOCIATES

Ecotourism EcotourismTravel

– KIM WHYTOCK, KIM WHYTOCK & ASSOCIATES

Ecotourism Community

Ecotourism Consumer

TravelMedia

“Brands are most often defined by ycorporations; they have much more

control over how their brand is adapted and defined in differentadapted and defined in different

countries.” – MEGAN EPLER WOOD, NATIVE ENERGY,

FORMER TIES EXECUTIVE DIRECTOR

“However, it is not impossible for a movement or a , pcommunity, such as the tight knit ecotourism

community, working efficiently and ethically with the media through TIES to project an effective brandmedia through TIES, to project an effective brand image of ecotourism in the minds of its known and

well-defined target audiences.”– FRANCES FIGART, MODERN TRAVELER MAGAZINE

Interview SourcesIndustry association leadersDavid Sollitt, TIES Executive DirectorCostas Christ, Adventure Council, TIES founding memberPeter Krahenbuhl, Sustainable Travel International

Journalists and travel mediaRon Mader, Planeta and Transitions AbroadDavid Cogswell, senior editor, Travel WeeklyKim Lisagor, freelance, Outside, National Geographic AdventureEverett Potter freelance New York Times Conde Nast

Tourism educators and academiciansMartha Honey, Center on Ecotourism & Sustainable DevelopmentChristine Vogt, Michigan State UniversityJuan Luna Kelser George Washington University

Everett Potter, freelance, New York Times, Conde Nast TravellerMichael Behar, freelance, Outside, National Geographic Adventure

Ecotourism marketing and business strategists Juan Luna-Kelser, George Washington University

Ecotourism, nature-based and adventure tour operatorsKurt Kutay, Wildland AdventuresJorge Cazenave, Cazenave ArgentinaCh i L RAVEN I t ti Wildlif P

Ecotourism marketing and business strategistsKeith Sproule, Tourism Planner, TIES former chairMegan Epler Wood, Native Energy, TIES former Executive DirectorCarol Patterson, Kalahari Management H h H h G T USA Chris Lewey, RAVEN Interpretive Wildlife ProgramsHugh Hough, Green Team USAKim Whytock, Kim Whytock & Associates

www.moderntravelermagazine.comwww.greentravel.biz