Shows how the three change drivers - technology, values and biophysical reality are inter weaving and necessitating a new approach to destination marketing and management. Hosts must wake up and become community change agents

1. Building an Iconic Destination That
Inspires and Endures
Anna Pollock, Founder, Conscious Travel

2. Thanks for having me back!

3. Come to the edge.'
'We can't.
We're afraid.'
'Come to the edge.'
'We can't. We will fall!'
'Come to the edge.'
And they came.
And he pushed them.
And they flew

4. Why??
Breakdown or Breakthrough?
Tourism is the biggest connecting activity on the planet
Travel & Tourism has a unique role to play in helping
us breakthrough
Tourism will either be part of the solution or part of the
problem
4

5. Accelerated Consumption
THE PERFECT STORM
Climate Change
Energy & Fuel
Material Resource Scarcity
Food scarcity
Water Scarcity
Ecosystem Decline
Disparate Prosperity
Government Debt
Lack of Global Governance
Political Instability
Pandemics

6. The State We’re In

7. What the Graph Doesn’t Show
 Volatility
 Net revenues
 Net benefits
 Spending per capita
 DIMINISHING
RETURNS
 Value retention in the
host community
 Productivity (yield
per employee) 90% + of demand factors
 CONCENTRATION OF outside of the control of
WEALTH
anyone in tourism
7

8. Can we handle another 400 million tourists in just 8 years?
How will we handle congestion?
How will we handle waste?
How will we handle emissions?
Protest Sign Erected by Young Balinese
How will we manage our thirst for water The Queue to Climb Everest
Source: Guardian
Source: ABC They Paved Paradise
and land?
How will avoid residents’ backlash?
How will we protect vulnerable people
and cultures?
The Island Where Tourist Garbage is Stored in the Maldives
Source: China Daily
Source: Daily Mail
• see: Can Tourism Change its Operating Model?

9. The State We’re In
Tourism now supports 1 billion
international trips a year
It can produce income, economic
growth, jobs, foreign exchange,
conserve wildlife, preserve
cultures..but it doesn’t always
Are we at a tipping point?
Metaphorically speaking, we’re about
to experience a tourism tsunami +
galeforce winds + earthquake
Will the tourism capsule hold out?

10. “We have to
continually be
jumping off cliffs
and developing our
wings on the way
down.”
Kurt Vonnegut
10

11. when you're at the
edge,
you have to go
forward or
backward;
if you go forward,
you have to jump
together…..
Yo Yo Ma

12. Location for the Next Executive Meeting of TOTA?

13. The three drivers of change
Their inter-relationships and impact
TOTA’s opportunity to continue to lead
Introduce Conscious Travel

14. Connectivity Values Cost & Opportunity
14

15. Technology shifted the balance of
power
“I” AM the
 Author
 Journalist
 Film maker
 Reviewer
 Marketer
 Intermediary
 LEADER

16. Me-centred universe

17. do you have wifi?

21. Biophysical Realities

24. Business is Getting the Message
“ population growth,
exploitation of natural
resources, climate
change and other factors
are putting the world on
a development
trajectory that is not
sustainable…if we fail to
alter our patterns of
production and
consumption, things will
begin to go badly wrong”
24

25. Costs and Risk to Increase
“ The resources on which businesses
rely will become more difficult to
access and more costly.
There will be an increasing strain
on infrastructure and natural
systems as patterns of economic
growth and wealth change.
Physical assets and supply chains
will be affected by the
unpredictable results of a
warming world”
25

26. Opportunities Also
“ the bold, the visionary
and the innovative
recognise that what is
good for people and
the planet will also be
good for the long-term
bottom line and
shareholder value…
 competitive advantage
can be carved out of
emerging risk.”
26

27.  To keep below 2
degrees Celsius we’ll
now have to reduce
carbon emissions by
5.1% per year.
 Between 2000 and
2011 we’ve achieved
reductions of just 0.8%
per year.
27

28. Concur with UN
Secretary General that
current growth model is a
form of “suicide pact”
Promoting concept of
Zeronauts working on
Zero Impact; Zero Waste
sector by sector
28

29. 29

30. Is there a Value Shift?

31. The NEW Consumer
31

32. New Consumers still want MORE, but they
are defining that differently.
Now they seek more meaning, more deeply
felt connections, more substance, more control
and a greater sense of purpose.
32

34. The Conscious Consumer Report, 2009, BBMG
34

35. DOING GOOD IS GOOD FOR BUSINESS:
2012
•66% of consumers
would prefer to buy
products from companies
that give back to society
•62% would prefer to
work for such companies
•59% would prefer to
invest in such companies
•46% would be willing to
pay extra for products
and services from these
companies
35

36. SUPPORT VARIES REGIONALLY
36

38. Consumers Ahead of Marketers

39. Economic Disparity – Erosion of the Middle Class

40. How do these change drivers interact?
?

41. What’s this leading to?
Panic + Innovation Vertigo

42. 42

43. 1. Companies are Valued Differently Now
 Connectivity + Content
 = Transparency
 = Competition (downward
pressure on prices)
 = Need for innovation
 = Need for Talent
 = Importance of Reputation
 = Need for Authenticity
43

44. 2. The Humanisation of Business
You cannot control your brand
Your brand emerges as the outer expression
of your values and beliefs

45. 4. What CEO’s Most Focus On

46. 3. Purpose Must Precede Profit
46

47. 3. Purpose &
Behaviour
Source: Richard Barrett – The Values Centre
47

49. Impact on Business
RE-THINKING CAPITALISM

50. CONSCIOUS CAPITALISTS
•Whole Foods
•Southwest Airlines
•Zappos
•The Container Store
•Google
•Amazon
•Joie de Vivre

51. 4. How CEO’s are Re-organising

52. 4. The characteristics CEO seek from
employees

53. So TOTA if you really want to:
•Fly!
•Stand out
•Lead not follow
•Create best practice not copy it
•And become iconic
….you will…….

54. 1. Define Success Differently
•Better not necessarily bigger
•Resilient
•Vitality
•Agility
•Capacity to Innovate
•Capacity to Stand Out
•Zero impact

55. 2. Measure Success Differently
•Net benefit to whole community
•Net promoter score (NPS)

56. 3. Change the Operating Model from

57. To:
© Anna Pollock, Conscious Travel

58. NEW MODEL
Plenty
enough, sufficiency
implicit a sense of
limits
adequate - don’t
need more
implies that
multiple
Plenty stakeholders
benefit
focus on quality not
quantity
“wellth” and
happiness vs
wealth

59. NEW MODEL
People
encounters
People relationship
trust
transactions only
Plenty occur if trust is
present
BODY, MIND,
HEART & SOUL
Individual
59

60. NEW MODEL
Place
each place is
unique
People unique places
sustain value
Personality of
Place
Plenty
Living Presence -
essence, spirit,
soul
Indigenous people
Place understand places
are sacred

61. 61

62. NEW MODEL
Purpose
what’s the higher
purpose of the
business?
People
why should
employees bring
Purpose their whole selves
to work?
Plenty people seeking
meaning
conscious
travellers seeking
Place to be changed
Higher purpose
ignites Passion
62

63. NEW MODEL
Pull
power shifted to
guest
People
challenge is to attract
Purpose to be magnetic you
have to be clear
about who you are
Plenty
and send out strong
signals
Pull
you need to master
Place
social technologies
and media in order to
sustain relationships
and build trust
63

64. NEW MODEL
Protection
Hosts must become
proactive champions
& custodians
People
Compliance and CSR
Protection Purpose
programs not enough
Plenty “Licence to Operate”
will depend on
minimal (preferable
Pull
zero) footprint
Plac
e
64

65. NEW MODEL
Pace
help guests learn the
art of living
People
rediscover what it
means to be a
Protection Purpose
human being not a
human doing
Plenty
learn to savour &
Pace satiate the senses
Pull
increase length of
Place stay and spend
65

66. NEW MODEL
•Encounters & relationships
before transactions
•PLACES before products
People
•PURPOSE & PASSION drive
Protection Purpose Profit
Plenty •PROTECTION = zero impact &
rejuvenation
Pace Pull
•PULL as in attract & support not
Place Push
PACE as in SLOW & SAVOUR
66

67. Conscious Travel is
A Mindset
A Movement
A creative e-learning program
There is no single blueprint on a shelf; no
instantly available “how to manual” It’s up to
you-us to create them
67

68. Conscious Travel
• Hosts
• Values-based Learning Program
• Connectivity
• Participation & Support
68

69. Conscious Travel

70. Imagine......
a network of host communities
each exploring how to deliver
net benefits from tourism,
a good living for people,
and transformative
experiences for guests
each in
their own way?
70

71. In the same way that cells combine to form different organs of the
body, so will the collective output of these cells combine to create
a new organic, ecological form of tourism -
one that is
environmentally sustainable, socially just and
spiritually fulfilling

72. Do please send comments and feedback to:
theconscioushost@gmail.com
www.conscious.travel
www.facebook.com/conscioustravel