This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the

ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.

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The International Ecotourism Society | web www.ecotourism.org email info@ecotourism.org | tel +1 202 506 5033

The Phoenix of Ecotourism: Birth of Certified Sustainable Businesses

Does Certified Sustainability Create Value For Business?

ESTC; SEPTEMBER 19-21, 2011

GREENADVERTISING

Origins of Branding and Certification

BERKELEY

1960’S

FOOD “CO-OPS”

“NATURAL FOODS”

PERCEPTION: ECOTOURISM

Uncomfortable transportation, dubious hosts, incompatible co-guests, blisters and recreational drugs

Cold water showers, minimal energy, idiosyncratic guides, uncomfortable lodgings, communal activities, insect bites…

Expectations Versus Reality

What Changed?• Evolution of the “hippies”, “Yippies” baby

boomers and environmentalists• Baby boomers look for new ways to

balance ethics and income opportunities• Agricultural (i.e. natural) business

opportunities (wine, coffee, marijuana)• Movement away from the cities and to the

country• Environmental health concerns;

Ramifications of agro chemicals and its toxins

• Public awareness of the danger of unregulated products

• Safety and Hygiene coupled with experiential travel

• Internet and technology aided the search for opportunities

• Search for nature, cultural and adventure/sports destinations (NEO’s)

• Feeling of a distancing between everyday life and nature

• Guilt factor resulting in the patronization of responsible hotels (and destinations)

• Green technology

The Buzz!

Fleeing From Uncontrolled Tourism

Massive Tourism Often Brings

Massive Destruction

Large scale tourism without conservation and a consciousness of cultural and historical awareness breeds the annihilation of tradition and Sense of Place

Should We Gamble on Sustainable Tourism…?

IT IS NOT TOO LATE!• Sustainable

Tourism is Good Business.

SUSTAINABLE PRACTICES:What is Required?

1. Change in Attitude

2. Change in Equipment and Installations

3. Make Operational Changes Using Functional Designs

OPEN: Please Honk

4. Look for Alternatives that will Reduce Impact and Costs While Increasing Income and a Responsible Image for the Company

Water from the hand sink is reused to fill the 1 gallon toilet tank

Search For

Innovations

Water from the hand sink is recycled for use in the urinal

RECYCLED MATERIALS- FAUCET OF .38 GPM WITHOUT THE NEED FOR ELECTRICITY OR

BATERIES

Sustainable Paving, made with recycled plastic and glass: it filters contaminants, replenishes the aquifers, mitigates the “urban heat island”, protects against erosion, washing and displacement and it maintains its aesthetic.

PHOTOVOLTAIC PANELSINTEGRATED INTO THE ROOF

CONDITIONS THAT ATTRACT VISITORS

Source: Tour Operator Survey, 2006

CONDITION MOST IMPORTANTExcellent Local Guides 74%

Small Groups 56%

Areas with Controlled Visitation 56%

Education 35%

High Quality Food 29%

High Quality Lodging 32%

Conservation 15%

Relaxation 9%

Sports/Adventure 9%

Low Cost 3%

67-90% wish to patronize hotels that are committed to the protection of the environment and to social responsibility.

They want to learn about the product before they take their trip and while they are on it.

50-60% are interested in the social, cultural and environmental aspects of their destinations.

75%+ look for non exploited areas and do not want their trip to damage local ecosystems

The International Consumer Demand for Sustainable Tourism

Essential Needs of the Tourist

Security- Hygiene

Access

Quality of the Experience

Cultural-Environmental Consciousness

Acceptable Price for the

Value Offered

Courtesy- Ecobrasil- Ariane Janer

Evolution Of Type Of Client In Costa Rica

Phase I: 1989-1995; • College graduate• Above average income• Audubon Society • Public Television and Radio supporter, • Environmentalist or patron of environmental causes• Sports/Adventure enthusiasts

Phase II: 1996-2005; • Culturally sensitive travelers• Frequent Caribbean traveler seeking new exciting destinations• Escaping SARS and global danger zones • Honeymooners and maverick travelers from UK• Informed and frequent travelers looking for new and safe destinations

Phase III: 2006- Present; • Students• Bored conventional traveler seeking new destinations• Escaping H1N1 virus and global danger zones, • Curious European (large % to the Caribbean zone)• Environmentally conscious looking for guilt free travel (global warming +)• Internet surfers finding CR due to technologically advanced marketing on the web

Mainstream Versus Boutique

Denominators (Illustrative/Speculative Values)

ConventionalHotel (50 rooms+)

“Boutique”Hotel (Less than 50 rooms)

Minimum # of rooms to “break even”

20 <20

Minimum # of rooms to “turn a profit”

50 <20

Minimum occupancy to “break even”

45% <40%

Minimum occupancy to“turn a profit”

60% > 45%

Employees per room 1.0 (avg) 2.5-3.0 (avg)

Visitation Income per Visitor

$ 4.3 BillionSource: MobiIe Produçāo

cultural e eventos

$2.1 Billion

The “Ecotourist” versus the “Mixed Use Tourist” Comparison of two models: Brazil and Costa Rica

2008

Procedure

•Questionaire•Sworn Declaration

Inscription

• Social Security• Legal• Income• Service to the tourist• Planification (Maritime Zone)• Tourist Declaration (TO)

Administrative

Inquiry• Induction• Auto evaluation• Pre diagnosis• Evaluation• Certification• Communication• Follow Up

Evaluation

Certification for Sustainable Tourism, CST

CST

Physical-Biological

Management

External Client

Socio-Economic

Management

Service and Management

Water Consumption EnergyProductsWaste Management

Economic BenefitsCultureHealthEducation and Training

Emissions and WasteGreen Areas

Protection of NatureNatural Areas

CommunicationParticipation

RoomsGroup Management

HOW TO EVALUATE THE CST

• Six Indicators• 24 Questions• Six Indicators

• 34 Questions

• Twelve Indicators

• 81 Questions• Nine Indicators• 43 Questions

Physical/Biological Implementation of Operational Services

Socio EconomicClient

Every category has the same weight, 25%

How is the CST Scored?Category PointsPhysical/Biological 95%Client Services 93%Education and Training 75%Social Responsibility 45%

Level

The level is given based on the lowest obtained score

0 <20%1 20-392 40-593 60-794 80-945 >94%

CRITICAL CONSIDERATIONS IN SUSTAINABLE TOURISM

SERVICE

SOCIOECONOMIC CONCERNS

PHYSICAL/BIOLOGICAL CONCERNS

EXTERNAL CLIENT

Sustainability Becomes Good Business

PHYSICAL/BIOLOGICAL MANAGEMENT

INTEGRATION OF LANDSCAPING INTO THE HOTEL

THE ATRIUM USES SKYLIGHTS TO INTEGRATE NATURE WITH THE INTERIOR DESIGN

INTERPRETATIVE PATHS

REFORESTATIONINCLUDING CHILDREN FROM THE LOCAL SCHOOLS IN ENVIRONMENTAL PROGRAMS USING REFORESTATION OF DEFORESTED AND AGRICULTURAL AREAS

THE USE OF RECYCLED PLASTIC ROOF TILES

The ionization system sanitizes pool water. The charged ions neutralize algae and bacteria, even the most problematic such as Legionela. There are savings of up to $3000 per year over the buying and use of chlorine

Ionization Versus Chlorine

IONIZATION SYSTEM

OPERATIONAL SERVICES & CLIENT MANAGEMENT

SKYLIGHTS CAN BE USED TO ILLUMINATE THE PUBLIC AREAS

SOLAR PANELS REDUCE THE COST OF HEATING WATER AND CAN BE USED AS AN AESTHETIC

ELEMENT WHEN CORRECTLY LOCATED IN THE EXTERIOR AREAS

MONITORING THE USE OF ENERGY

UTILIZING THE SUN TO DRY LAUNDRY REDUCES THE FINANCIAL COSTS AND ENVIRONMENTAL DAMAGE THAT

ELECTRIC OR GAS DRYERS CAN CAUSE

THE ORGANIC GREENHOUSE PROVIDES VEGETABLES AND HERB CONDIMENTS FOR THE RESTAURANT OF THE HOTEL. THE GREENHOUSE SOIL IS PRODUCED THROUGH THE COMPOSTING USING WORM BEDS THAT DIGEST THE MIXED ORGANIC WASTE PRODUCED AT THE HOTEL (VERMICULTURE)

DRIP IRRIGATION SYSTEM - SAVING WATER AND MINIMIZING

MAINTENANCE IN THE GREENHOUSE

PRODUCTION OF BIO-GAS THROUGH THE FERMENTATION OF THE ORGANIC WASTE AND PIG MANURE AT LAPA RIOS ECO LODGE, OSA PENINSULA

BIO-GAS DERIVED FROM THE ORGANIC WASTE UTILIZED IN THE EMPLOYEE’S KITCHEN

EXTERNAL CLIENT

CLIENT PARTICIPATION

Dear Guest: Thank you for helping us to conserve water, a precious resource.As a sustainable hotel, we would like you to know that we change your sheets every other day.  If you would like your sheets changed every day, please place this notice on your pillow.

Estimado Huésped: El agua es un recurso natural que no es renovable. Somos un hotel sostenible y por lo tanto, si desea cambiar las sabanas cada dia, ponga esta tarjeta encima de la almohada.   

INTERPRETATION

-CERTIFICATION FOR SUSTAINABLE TOURISM–

 Finca Rosa Blanca and a number of other hotels in Costa Rica participate in the Certificate for Sustainable Tourism program. This short survey asks a number of questions regarding your perceptions and preferences regarding sustainability and the CST in hotels. More information on the CST can be found on the computer in the library or in a book found in the main living room

IV. Service to the Client (Educational materials, interpretive gardens, emergency plans, evacuation signs, inclusion in activities such as donations to community efforts, etc.)

 What issues are important to you regarding the sustainability of the hotel in which you stay? Check all that apply:

Fair treatment of workers

Relationship of hotel with its local community

Drug and prostitution-free environment

Environmentally responsible operations (use of energy, water, proper waste disposal)

Environmentally sensitive grounds and landscaping

Recycling program

Guest participation (towel on the floor, in-hotel recycling, etc)

Relationship with local protected areas

Use of organic and environmentally sound food and other products (soaps, shampoos, etc)

(CONTINUED ON NEXT PAGE)

 

EDUCATING THE CLIENT

EXPERIENCE AND LEARN

FROM THE ENVIRONMENT

INSECTS AND OTHER THINGSCosta Rica has 6% of all the species known to exist, and sometimes it seems like most of them are here at Rosa Blanca. Insects, ants, spiders and all kinds of small creatures are attracted by light, food and moisture. The tiny, black sugar ants are harmless and will find any unsealed food. To reduce the visits by our cohabitants, try to avoid leaving food and sweets around. Reducing the amount of lighting used will also help maintain a minimum of intrusion. We do not like to use pesticides or poisons on our farm, and by following common sense and these rules, we can continue to enjoy our organic environment.(Extract from the literature in every room of the hotel)

SOCIAL INVOLVEMENT AND RESPONSIBILITY

AGRO-ECOTOURISM: FINCA ROSA BLANCAINTEGRATION OF THE ORGANIC COFFEE PRODUCTION WITH

SUSTAINABLE TOURISM

SOCIOECONOMIC MANAGEMENT

We feel it is very important to be inexorably tied to the community in which we live. Therefore, we not only support the school in many educational endeavors, but we also participate in various fundraising activities throughout the year in Santa Bárbara de Heredia. Furthermore, we purchase the vast majority of our supplies from merchants located in the community to help “recycle” the earnings of our hotel business.

COMMUNITY RELATIONS

COMPUTER CENTER AT THE BARRIO JESUS SCHOOL DONATED BY FINCA ROSA BLANCA. 5% OF THE PRICE OF EACH DINNER IS GIVEN

TO THE SCHOOL TO CREATE NEW ENVIRONMENTAL AND EDUCATIONAL PROGRAMS

IN COSTA RICA, SUSTAINABLE TOURISM COMBINES CULTURAL AND NATURE BASED EXPERIENCES

ADDED VALUE:ENCOURAGE THE CHILDREN’S FOLKLORIC DANCE TROUPES AND THE GOLDEN AGE RETIREES IN THE

COMMUNITY TO ENTERTAIN AND EDUCATE THE HOTEL’S GUESTS

RECYCLED

PLASTIC P

VOLCANIC

STONE FROM

THE AREA

TAKE ADVANTAGE OF ABUNDANT, RECYCLED AND LOCAL MATERIALS

ENDEMIC

PLANTS

Sustainability + Creativity + Personalization

=ADDED VALUE

Find a Niche;

TOOLS FOR SMALL BUSINESSES

How to Compete Against the Goliaths;

1.Gear the product toward a desirable experience

2.The client should leave feeling better than when they arrived

3.They want to know the owners/staff of the business

4. Reposition the image over time

5. Name the business to reflect the client’s expectations

6. Create a sense of place

7. Personalize the experience

GLENN

JAMPOLPRESIDENT

THANK YOU!

www.FincaRosaBlanca.comglenn@fincarosablanca.com