Trends Affecting the Awaking Consumer and Ecotourism

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Trends Affecting the Awakening Consumer Hank Stewart Green Team ESTC October 28, 2008


Agenda

Green Team The Awakening Consumer Awakening Traveler Trends Global Warming Concerns Opportourism Voluntourism Waiting For Green The Rise of Social Marketing The Meltdown Weathering The Storm


Founded in 1993, Green Team is a New York-based, integrated advertising and communications agency that specializes in marketing to the Awakening Consumer.


Green Team Mission Use communications to harness the power of business to bring about social and environmental change.






More Female 55/45

College grad plus:133 Post Grad degree: 150

Median age 42.6

49MM 23% of US

Middle class HHI 61K Source: MRI 2006

Demographics

Urban/Suburban 45% A County (109) 25% B County (98)

Coastal markets


Corporate Social Responsibility: $37 billion Socially Responsible Investing: 11% of all

US investments Organics: +20% per year Fair Trade: +41% per year Green Building: 14,000 LEED buildings

Source: The CRO


Spend more: $6,000+ (132) Own a passport (137) Travel abroad (172) Combine foreign business and personal

travel (168) Plan travel online (140)

Source: MRI Fall 2006





Awakening Traveler Trends

Global Warming Concerns Opportourism Voluntourism Waiting For Green


Global Warming Concerns

62% of Awakening Consumers believe global warming is

a problem we can solve 54% say offsetting carbon from travel is “extremely” or

“somewhat” important

Source: g-Think


Global Warming Concerns

Offset Projects 2000: 13 2007: 211 Volume (metric tons) 2000: 1 million 2007: 10.2 million 600+ organizations develop,

market or sell offsets in US

Source: Government Accounting Office


Global Warming Concerns

Regulation would help, but not

recommended.

Source: g-Think



Opportourism


Opportourism

Lonely Planet Bluelist: Unmissable places to visit before they disappear

Places to see before they disappear

11 places to see before they disappear

World’s more endangered travel places


Voluntourism


Voluntourism

3.7 million Americans did long-distance

volunteering 14% have taken at least one volunteer vacation 38% plan to voluntour in 2008 55% willing to in the future 39% of Awakening Consumers say opportunities to volunteer are important when making a travel decision


Waiting for Green


Awakening Consumers

“Extremely” or “somewhat” important when traveling 76% environmental impact of accommodations 63% environmental impact of transportation 65% bettering communities visited 38% opportunities to volunteer

Source: g-Think


Responsible Travelers

32% of US travelers say they will be more environmentally

conscious in their travel decisions this year 23% US consumers say clearly stated green policies are

very important when making travel plans 79% willing to spend more on an eco-friendly destination or

business. 75% of hotel guests are willing to participate in

environmental programs

Source: TripAdvisor 2008 Annual Travel Trends Survey; Prospectiv; JD Powers


Going Green, But Still Along Way to Go

25 Big Companies That Are Going Green; Business Pundit, July 2008


The Rise of Social Media


The Rise of Social Media

Facebook 100,000,000 users MySpace 100,000,000 users, 230,000 new users every day LinkedIn 20,000,000 users 150 industries




Barack Obama – Marketer of the Year

Hired Chris Hughes (co-founder of Facebook) 10 million+ YouTube views of “Yes We Can” by wil.i.am 6 million+ YouTube views of Obama’s “race” speech


Barack Obama – Marketer of the Year

Friends on Facebook: Obama: 2,144,798 McCain: 576,475


www.my.barackobama.com ƒ raised $51 million ƒ 65,000 new donors


www.factcheck.org www.washingtonpost.com/Fact_checker www.politifact.com and…www.factcheck.barackobama.com


Social Media and the Green Movement

Facebook “over 500” green groups 301 ecotourism groups MySpace 1,460 search results for “ecotourism”


Social Media and the Green Movement

Care2: almost 10 million members

Make Me Sustainable: carbon management and social networking

Celsias: blog turned social network, community site

Hugg: user generated news (a green Digg)

GenGreenLife: green social network with local focus


The Rise of Social Media


Social Media and Travel

83% of travelers are online 41% of US travelers use some social media for travel research 20 million unique visitors to TripAdvisor in one month (July 2008) 30% of US travelers would change hotel choice based on an online

review

Sources: iht.com, hotelmarketing.com, newsguide.us


Social Marketing and Travel – sharing sites

Lonely Planet ThornTree TripAdvisor hereorthere.com seebeforeyoudie.com igougo.com ShareTrip.com TripSay.com


Social Marketing and Travel – sharing sites


Social Marketing and Travel – commercial sites


Social Marketing and Travel – commercial sites


Social Marketing and Travel – niche sites

AirlineMeals.net Groople, TripHub, Triporama FlightClub, Tripmates, AirTroductions


The Meltdown


September 2008

Major hotel chain and a high-end cruise line report decreases 89% of Americans think the country is headed in the wrong direction “This downturn could last 8 years.” – Warren Buffet

-10%

Sources: International Council of Shopping Centers, New York Times/CBS poll

-12%

-3%


September 2008

+2%

Source: International Council of Shopping Centers

+6%




The Good News

Awakening Consumers: (October) ƒ 44% buying organics as always ƒ 50% buying environmentally friendly/natural products as always


EverVail

new 11-acre development second largest LEED certified resort (after CityCenter in Vegas) 190-300 condos hotel 150,000 square feet restaurant/commercial space


Sandals Foundation

education environment community


Tauck

R. Tauck & Partners, LLC ”cross-section of profit and non-profit”


The Meltdown: Staycation?

9-24% to have a staycation this year ‘101 Days of Summer Staycations’ widget from Walmart.

Sources: g-Think


The Meltdown: Still Travelling

BUT 83% of Awakening Consumers are still planning to travel (October) 30% traveling more affordably 26% are using rewards points/miles to offset costs. 25% are traveling closer to home 20% are traveling fewer days

Sources: g-Think October Survey


The Meltdown: Material to Experiential

T&L readers 60% say travel is too important to their mental health to quit CNT readers spending money on in 2008: 21% Car 32% jewelry/fashion 97% travel

Sources: Conde Nast Traveler, AMEX Travel Trends Survey


The Meltdown: A Shift In Values

Greed vs. Green Short term gain vs. Long term sustainability Me vs. We

Sources: Conde Nast Traveler, AMEX Travel Trends Survey



Be opportunistic Add value Stick together Stick to your guns


Thanks

Our Work: greenteamusa.com g-Think.com Contact Info: Hank Stewart (212) 966-6365 hank@greenteamusa.com


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