Responsibility in a finite world and Thriving destinations - ABTA'sapproach to sustainable tourism Simon Pickup Sustainable Tourism Manager, ABTA Sören Stöber Travelife Business Manager, ABTA
AGENDA • A little about ABTA • Sustainability – a modern day context • ABTA’s approach to sustainability • Key focus areas and examples • The supply chain challenge & ABTA’s solution • Summary • Questions
ABOUT ABTA • 61 years old • The industry’s largest association in the UK • Super-brand since 2003 • 8 out of 10 consumer recognition in 2011 • Large and diverse membership: • c. 850 tour operators • c. 5000 individual travel agents
SUSTAINABILE TOURISM – THE JOURNEY SO FAR • Origins dovetail to rise of CSR agenda • No longer – about the “Green & Fluffy” – a wider meaning than ever before • Recession: Doomsday predictions for sustainability haven’t materialised • Value – key driver for consumers – this is good for sustainability • Correlation between sustainability and better experiences.
AbtapLAN & SUSTAINABILITY Sustainable Tourism Industry Approach
OUR CHALLENGE • Large & Diverse membership • Different levels of awareness and understanding • Different starting points • Defining tangible benefits for each member EFFECTIVENESS Good Sustainability Baseline – where we want our members to be ENGAGEMENT
ABTA Membership www.makesnowsportsgreener.com
The fundamental role for destination authorities and governments to take in ensuring sustainability. Supportive Destination Policy
Animal Welfare Working Group • Why animal welfare? • Huge media focus / Rising social media • Intrinsic link between tourism and animals • Emotional link between tourists and animals • Holiday Extras Survey 2010: • 46% of respondents loved their dog more than workmates or boss • 8% more than their partner • 6% more than their parents • 1% more than their children • Howling Dog Tours Issue Specific Work areas
THE SUPPLY CHAIN CHALLENGE How do we unite a global supply chain around sustainability?
THE TRAVELIFE SYSTEM Travelife Hotel Sustainability System
BACKGROUND • A European initiative – launched in 2007 after 3 year project • Joint initiative – tour operators, trade associations, NGOs, tourism ministries, academics • Multi-stakeholder process involving 60+ participants • Co-financed by EC (EU Life/”Tourlink” and EU ECO Innovation/”INTOUR”)
PURPOSE • To provide an affordable and achievable solution to influence the mass market • To allow hotels to get started with sustainability and promote achievements • To remove complexity and costs from the supply chain and tour operator operations • To raise customer awareness and drive demand
HOW DOES IT WORK? • Hotel registration and online self-assessment • Subscription, guidance and information (8 languages) • 3rd party audit, award status, continuous improvement process • In-house, external and tour operator promotion • Re-audit every 2 years
WHAT ARE THE BENEFITS? • Sustainability action a future licence to trade and operate • Inclusive and low-cost • Encompasses all aspects of sustainability • Only one audit for all tour operators • Reporting tool for chains and groups • Tour operator, agents and consumer promotion • Internationally recognised and supported
WHO SUPPORTS IT? • Tour operator subscription and commitment • TUI • Thomas Cook Group • KUONI • Transat, Cosmos, Virgin Holidays, Hotelplan, Sunvil, Co-operative Travel… • Hotel chain subscriptions and commitment • SENTIDO, HV, Atlantica, Louis, Neilson…
SUMMARY • Traditional / Orthodox sustainability has evolved • Issues of competitiveness, value, quality, customer services, guest satisfaction – all form part of the definition in 2011 • Future license to operate – time to engage is already here • Consumers increasingly “issue aware” / have a growing appetite • Recession hasn’t changed the game for the worse • Sustainability goal posts are constantly moving • Approach needs to be both current / reactive AND forward thinking / proactive
SO WHAT DOES RESPONSIBLE SKIING LOOK LIKE? • It has to be about a sector that creates Better Places for People to live, and Better Places for people to visit. • For this to be achieved – there needs to be unison of aspirations amongst all skake-holders (communities, authorities, suppliers & operators) • Agree the parameters and stay on-piste!
THANK YOU! THANK YOU QUESTIONS?