Marketing Sustainable Tourism Ronald Sanabria Barcelona, Spain October 2008

1. Marketing Sustainable TourismRonald SanabriaBarcelona, SpainOctober 2008

2. Rainforest Alliance Mission The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior.

3. Sustainable Tourism Program • Help the tourism industry protect the environment and provide sustainable livelihoods through training and market linkages • Build travelers demand for sustainable tourism and enable them to travel responsibly. • Facilitate the development of regional and global sustainable tourism standards

4. Three Steps for Effective Marketing • Identifying your target market and targeting the right market segments • Product development – Balancing travelers’ traditional concerns with their growing willingness to “make a difference” • Effective distribution through mainstream channels by choosing the marketing outlets that make the most sense for your business

5. Identifying Your Target Market Profile of North American tourist in Costa Rica: • Pleasure: 82%, business: 10% • Independent: 72%, package tours: 21% • Principle activities: • Sun and beach 77% • Hikes 61% • Wildlife observation 57% • Volcan visits 46% • Canopy (zip line) 44% • Average stay: 10 days • Average expenditure: $1087 • High season: December – March, July and August Source: Costa Rica Tourism Institute

6. Sustainability Acceptable Price for Value Offered Quality Accessibility Safety / Health courtesy of Ariane Janer Product Development

7. Marketing Tools • Brochures • Web site • Commercial relationships • Trade shows

8. Visual Marketing Tools: Brochures and Web sites Images should: • Attract the attention of the target market. • Make the brand stand out. • Communicate product characteristics. • Engage the viewer so they keep reading • Generate emotions towards the brand. • Portray professionalism: consider purchasing photos from an image bank. • Have synergy with all of your other marketing materials

9. Design Suggestions • Images are well-balanced • Proportions of objects are pleasant to the reader. • Components follow an orderly manner. • One element of the brochure stands out from the rest. • Uses colors that catch your eye but that complement, not control.

10. Brochure • Develop a distribution plan • Consider hiring a professional designer • Include information that doesn’t become outdated • End with an action - tell your reader what he/she has to do • Try to use recycled paper, certified paper or paper that is environmentally friendly • Prominently feature certification seals

11. Web Page In addition to selling your business, it should be interactive: • Users can make sales and reservations and give feedback • Update content regularly to keep users coming back

12. Layout and Design • The Web page should download easily. • Preferably include moving elements – not pop ups. • Should not be too saturated with information nor with graphic elements. • Navigating and reading should be easy • Prominently feature certification seals

13. Web Page Example Pacuare Lodge www.junglelodgecostarica.com

14. Info about your company

15. Info about the destination (particularly important if unknown)

16. Full details on what you offer and example itineraries

17. Rates

18. Contact Info

19. Indication of quality – organizations of which you are a member

20. Show how you are sustainable

21. Photos Articles written about your business

22. Trade Shows • Let people know about your products and services • Get to know your competitors and the market • Maintain relationships with your clients • Find distributors and get sales!!!

23. Trade Show • Choose wisely - consider your target market • Prepare promotional material according to your target market and the country. • Make appointments with wholesalers that are in your same line of work. • Analyze the possibility of having a raffle or a promotional event. • Take advantage of conferences or social events. • Most importantly – Follow Up!

24. FAM Trips and Tour Operator Inspections • Show them the full scope of your product • Talk about additional services that you offer • Prepare information packages ahead of time with information including rates • Discuss commission

25. FAM Trips and Tour Operator Inspections • Be honest about what you offer • Show them your behind the scenes commitment to eco-practices • Always follow up and answer emails

26. Word of Mouth • In tourism, word-of-mouth is among the first three sources of information people use. • People typically tell 5 other people about restaurant and vacation experiences. How to stimulate word of mouth: • Create a unique product or service • Answer all inquiries • Feed the business’s loyal customer base • Respond to positive comments as well as complaints to maintain high levels of customer satisfaction. • Use the Internet to nurture word-of-mouth by placing phrases like “send this page to a friend” Source: Kaplanidou and Vogt, MSU Department of Park, Recreation and Tourism Resources

27. Internet Resources Eco-Index Sustainable Tourism www.eco-index.org/tourism • Over 175 businesses from 16 countries in LAC • Exclusively for sustainable operations • No charge to users or participating businesses Comments: “So far this month we have received 20 visits to our Web site from the Eco-Index, many thanks!” -Joxan Obando, Green Hotels, Costa Rica

28. Preference for Environmentally and Socially Sound Businesses “Kyra Sedgwick, star of The Closer and next month’s The Game Plan, wanted adventure. She and her family found it on an eco-friendly trek through Costa Rica.”

29. Lessons Learned • Social and environmental responsibility are important to the consumer, usually after their safety, quality and price requirements have been satisfied. • Marketing to consumers can be done more effectively through intermediaries in the supply chain. • For businesses, certification improves performance and saves money but we need to measure impacts in order to market better. • Make information about sustainable suppliers available to all players in the supply chain.

30. Lessons Learned • Participating in trade shows is only effective after attending the same event several times. • Participating in trade shows with others under the same umbrella is more cost effective. • Always use a mix of marketing tools. • Alliances in marketing with like-minded organization can be very beneficial. • Involve the media.

31. Questions & Answers Sustainable Tourism Rainforest Alliance, Costa Rica www.rainforest-alliance.org sustainabletourism@ra.org Tel/Fax: +506 234-8916