Is The Buzz Worth The Buck? Tapping the Adventure and Eco Traveler through Mobile Strategies - ASTA IDE Puerto Rico April 2011

1. Is the Buzz Worth
The Buck?
Tapping the Eco Traveler
Through Mobile & Social Strategies
Presented by:
Maisa Fernandez
&
Judy Karwacki

2. Maisa Fernandez

3. Judy Karwacki

4. Today’s Agenda
• Ecotourism definition/demographic review
• How to reach the ecotourist through
social and mobile media
• Review of Social Media
• Review of Mobile Media
• Ecotourism in action in the Caribbean
• Case Studies: Eco-Project, Eco-Refurbishment,
Eco-Lodge, Eco-Boutique and Eco-Luxe
• Sample Mobile/Social Sales Tactics

5. Definition of
Ecotourism
The International Ecotourism Society
defines ecotourism as...
“Responsible travel to natural areas
that conserves the environment and
improves the welfare of local
people.”

6. What does an
Eco-Tourist look like?

7. Ecotourist “Types”
• Hard Core
• Dedicated
• Mainstream
• Casual

8. Hard Core
Scientific researchers or members of tours
specifically designed for education,
environmental restoration,
or similar purposes.
(Source: Food and Agriculture Organization of the United Nations)

9. Dedicated
People who take trips specifically to see
protected areas and who want to understand
local natural and cultural history.
(Source: Food and Agriculture Organization of the United Nations)

10. Motivated
People who visit the Amazon, the Rwandan
gorilla park, or other such destinations
primarily to take an unusual trip.
(Source: Food and Agriculture Organization of the United Nations)

11. Casual
People who partake of nature incidentally,
such as through a day trip during a broader
vacation.
(Source: Food and Agriculture Organization of the United Nations)

12. THE IMPACT
Individual
Mature
Philanthropic
Active
Conservation-focused
Traveler
Repeat Visitation,
Creative and Sustainble Philanthropy,
Healthy Conservation Practices,
and Strong Word of Mouth.

13. The Demo
• AGE: 23% of Eco-tourists are 45-54, 22%
are 55-64
• GENDER: 57% are Female, 43% Male
• Income: $60k-$99k (27%), $100k+ (25%)
• Education: 26% college graduates, 24% post
grads.
• Travel Party: 35% traveled with one person.

14. Eco-motivations
They spend good money on quality gear

15. Eco-motivations
They have been on an eco-adventure before

16. Eco-motivations
They know more than you do

17. Eco-motivations
Their social network is of great importance

18. Eco-motivations
They help “Share Your Story”

19. Eco-motivations
They post their experiences

20. Eco-motivations
They are “Real Time”
that means you should be too!

21. Eco-motivations
They value a meaningful experience

22. The Conclusion
There is an eco-tourist
in everyone

23. Okay, we’re interested...
So now what?

24. Reaching the Eco-centric
Thru Social & Mobile Media
Right Here, Right Now!

25. SOCIAL Media
What’s it Good For?
Currently the data shows social networking
technologies are best for sharing your story, public
relations, and branding.
SOCIAL = Brand Building

26. MOBILE Media
What’s it Good For?
Currently the data shows
mobile and search are best
for being found by those seeking you out.
SEARCH = Sales

27. SOCIAL MEDIA

28. Social Options:
Build the Brand

29. SOCIAL Builds You

30. The SOCIAL How To
Successful social media campaigns require:
ENGAGEMENT
&
ACTIVE LISTENING

31. The Facebook
Phenomenon

32. Facebook
Numbers Talk
• More than 500 million active users.
• 50% of our active users log on to Facebook in any
given day
• Average user
• has 130 friends
• is connected to 80 pages, groups and events
• has created 90 pieces of content online
• People spend over 700 billion minutes per month
on Facebook
That equals the amount of 1.3 million years of time spent by all users combined a month!!

33. Facebook is
SOCIAL’s Google
•Massive Lead on Engagement - Facebook owns 9
out of every 10 U.S. social networkers.
•Largest share of total time spent online - Facebook
now accounts for 12.3 percent of time spent online
in the U.S
•Women lead over men in the share of their online
time spent on social networking sites - Women
55-65 years old are the fastest growing segment in
the market right now.
(Source: comScore.)

34. Facebook On The Go
• There are more than 200 million active users
currently accessing Facebook through their mobile
devices.
• People that use Facebook on their mobile devices are
twice as active on Facebook than non-mobile users.
• There are more than 200 mobile operators in 60
countries working to deploy and promote Facebook
mobile products.

35. The Social Benefits
• Social allows you to “manage” your persona
• Social allows you to pick and choose your audience
• Social allows you to understand your clients better
• Social allows you to influence a conversation
• Social allows you to stay in touch with people as well
as grow your community

36. Social for the Business
• Provide quality content
• Link them back to your website or blog
• Add a lot of pictures. Show the experience.
• Coopetition

37. Is it Working?

38. How Can I Integrate?

39. Should I Advertise?

40. Can It Work For Sales

41. Tips and Tricks
Insights to maximize your marketing experience

42. Tips to Live by for
SOCIAL Media
•Links = Sharing
•Invite them in…share links to your networks on every
communication
•Share all your trips with PICTURES in REAL TIME
•Link your twitter account to your facebook account.
•Understand privacy settings
•Get personal…Don’t make it just about the business.
Be accessible

43. Tips to Live by for
SOCIAL Media
•Blog
•Monitor your brand
•Be accessible
•Transparency. Complaints are okay. Deal with them professionally
and openly.
•FOCUS

44. MOBILE Media

45. Then and Now
Applications for Smartphones and iPads
are the wave of the future

46. 2011 Smartphones and Tablets
Surpass Sales of Computers
Source: KPCD

47. The Landscape

48. The Power of Search
SEARCH
WILL CHANGE OUR WORLD
everytime we search google knows what you are searching

49. Old Media
Lybia makes 10th
place to see right
now in April’s
Conde Nast
Can be embarrassing...

50. Was The Minority Report Off?
landscape is changing. With both mobile and social the backend knows more about you and can customize the online experience. This
is good for you. The algorythyms in search engines are able to bring you information you are likely looking for. Its a very intuitive system.
So consider advertising.

51. A Look of Online Advertising

52. Google Options

53. Make Search Work For You

54. Localize or Globalize

55. Get Creative

56. Where The Sales Are!
• Google Adwords /
Google Insights
• Flash Sites:
Groupon,
Escapes.Livingsocial.com
Jetsetter.com
• Trip Advisor

57. Living Social Adventures

58. Use BOTH Social & Mobile
We expect this model to shift as technologies gain
more sophistication.
As your accountant would say...
Diversify

59. Tips and Tricks
Insights to maximize your marketing experience

60. Tips to Live by for
MOBILE Media
•Make sure you make yourself accessible to the mobile
market
•Consider use of applications, social networking and
mobile-optimized website development, and support
strong cross-integration.
•Inflight internet will change the way travelers handle
travel delays. Will you be available?

61. CONSIDER THIS
• Nearly a third of smartphone users will research through mobile in 2011
(25 million users)
• Cross-media will evolve. Don’t forget video.
• Mobile advertising is still in its infancy but is increasing its creep.
Plus its affordable and very targetable.
• Mobile applications can really enhance the customer experience. Suggest
some they can use before, during and after their trip.
• Make sure your website is mobile compatible. DON’T WAIT.

62. Staying on top of
Applications
• Although we don’t expect mobile bookings to
drastically increase in 2011, we should expect
more and more opportunities in this environment.
• Connect with partners that already have mobile
applications.
• Do your research and stay ahead of the curb.

63. Mobile Applications
Trip It Hipmunk Where I’ve Been Kayak
Sky Scanner Travel Muse Kukunu PlanetEye
Gogobot Yapta Adioso UrbanSpoon

64. EcoTourism Examples
in the Caribbean

65. The Eco-Project
SEE Turtles
Trinidad & Tobago, (Grande Riviere, Matura)
Costa Rica, Baja California Sur
www.seeturtles.org

66. The Project
• The largest program of Turtle Island Restoration Network
• Extends work beyond sea turtles to include all ocean life
• SEEtheWILD promotes sustainable tourism that protects
endangered wildlife around the world.
• At least 5% of the tour price goes toward local wildlife
conservation programs.
• Every nature tour and volunteer project promoted generates
fees and donations to biodiversity conservation efforts and
money spent in local businesses that helps create alternatives
to activities that threaten wildlife.

67. SEE Turtles

68. Itineraries
SEE Turtles Conservation Expeditions
• Undiscovered Costa Rica
• Costa Rica College Volunteer Trip
• Costa Rica's Leatherbacks
• Costa Rica Family Adventure
• Trinidad & Tobago Adventure
• Trinidad's Wild Side
• Trinidad Leatherback Research
• Nicaragua Sea Turtles & Cloud Forests
• Nicaragua's Wild Side
• Baja Wildlife Adventure
• Baja Whales & Turtles

69. SEE Turtles Successes
• Have generated $200,000 for conservation and local communities.
• Over 250 visitors - long-term volunteers to daytime visitors
• FIshermen turning into guides
• Now reached more than 15 million people with the message of
responsible turtle tourism
• Over 100 volunteers have completed more than 700 shifts
patrolling nesting beaches, guarding hatcheries, and other important
activities.
• Offer "conser vation pricing" - each tour price lists how much
of the cost goes towards conservation and local communities.
• Generated more than 200,000 impressions for wildlife and habitat
advocacy

74. Eco-Refurbishment
Harrison’s Cave
St. Thomas, Barbados
www.harrisonscave.com

75. Harrison’s Cave Overview
• Massive
underground
cave
stream
system
• Interpretative Center – exhibits and
interactive displays for adults, teens and
children
• Video presentation
• Forty-minute underground journey on tram
• Valley floor area, flora and fauna and self
guided scenic walk

76. Harrison’s Cave

77. Eco-storation
• Design
and
construc3on
–
natural
wood
and
stone
reused
and
reclaimed,
natural
vegeta3on
maintained,
bioreactor
sewage
plants
• Solar power, eco-friendly lighting in caverns
• Eco-friendly visitor transportation
• 4 Rs – biodegradable and recyclable products, low
flush toilets, drip irrigation, rain water harvesting,
recycling of water, recycling program

78. Community Involvement
• Community
newsle;er
• Community open days
• Hosting community based schools
• Inclusion in special events
• Community and staff health and
wellness fairs

79. Sustainability Awards

80. • Website Marketing
• Online
Adver3sing
• Radio Advertising
• Television Advertising
• Regional magazines
• Airline magazines
• International magazines
• Partnerships
• Facebook

81. Harrison’s on Google

82. How you can use
these tools!

86. The Eco-Lodge
Surama Eco-lodge
North Rupununi, Guyana
www.suramaecolodge.com

87. Surama Village Eco-lodge
• Small
Amerindian
village
situated
on
five
square
miles
of
savannah
land
• Managed and operated solely by the local
Makushi Amerindians
• 650 annual visitors
• Employment for 70 people – (from three-
quarters of village households)
• 60 per cent of the village’s income
• Project supports over 290 local villagers

88. Surama Village Eco-lodge
North Rupununi, Guyana
Foto Natura

89. Surama River Trip in
Traditional Canoe
Cheryl Hart

90. Ethno-Botanical Walks
John Canning

91. Youth Involvement
Kevin Loughlin

92. Makushi Culture
John Canning

93. Surama Sustainability
• Only eight rooms to intentionally lessen impact on
traditional lifestyles
• Experiential nature and culture focus
• High involvement by youth
• Twenty (20) sq km community land protected
• Conservation and monitoring programs
• Women’s and youth empowerment
• Training, entrepreneurship, social and cultural
development programs

94. Surama Sustainability
Awards

95. Surama Marketing
• Partnerships with inbound tour operators
• Word of mouth and repeat business
• Website
• Email
• Facebook

96. Share Their Story

97. The Eco-Property
Hotel Mockingbird Hill
Port Antonio, Jamaica
www.hotelmockingbirdhill.com

98. Hotel Mockingbird Hill
• 10-room, eco-boutique
• 6½ acres of organic tropical gardens
and trees
• Started tour operation to package and
promote sustainable tourism
• www.jamaicaexplorations.com

99. Mockingbird Hill

100. Mission Statement
We believe that every enterprise has an obligation to
protect the environment and to offer something of
tangible benefit to the community.
Business must add value to the economy and the
society to make a positive contribution.
We have taken a formal approach to
ensure that good environmental practices
are identified and monitored.

101. Mockingbird Hill

102. Sustainability
•Solar energy
•Rainwater harvesting
•Natural air-conditioning
•Low chlorine pool run by renewable energy
•Anaerobic wastewater treatment
•No insecticides/pesticides
•Locally employed team
•Organic locally sourced food
•Meatless Mondays
•Support community tourism enterprises
•Community development projects

103. Sustainability

104. Create a Campaign

105. Create a Campaign

106. Create a Campaign

107. Create a Campaign

108. Create a Campaign

109. Create a Campaign

110. The Eco-Luxe Resort
The Fairmont Southampton
Southampton, Bermuda
www.fairmonthotels.com

111. Fairmont Southampton
• 593 guest rooms and suites
• Set on 100 acre tropical estate
• 18-hole par three golf course
• 31,000-square-feet Willow Stream spa
• 7,400 sq ft conference space
• Private Horseshoe Bay Beach

112. Green
Meetings
ENVIRONMENTAL POLICY
Fairmont Hotels & Resorts is
committed to environmental
protection and sustainability guided
by our very own Green Partnership
Program. Our Green Partnership
Program, a company-wide
stewardship program, strives to
minimize our properties’
operational impact on the
environment through resource
conservation and best practices.

117. Natural and Cultural
History at Horseshoe Bay Beach

118. Work With Your Travel
Suppliers

119. Turn Specials into $s

122. Resources
TIES
www.ecotourism.org
Sustainable Tourism International
www.sustainabletravelinternational.org
STEP
www.caribbean-experiences.com
Green Key Global
www.greenkeyglobal.com/default.asp
Leisure Link
www.Leisurelink.com

123. The Earth Thanks You!
And So De We!
For more information contact us at:
Maisa Fernandez
www.TravelMarketingWorldwide.com
maisa@TravelMarketingWorldwide.com
P: 612-567-7577
www.IMPACTtourism.com
info@IMPACTtourism.com
P:612-562-8588
Judy Karwacki
www.smallplanet.travel
judy@smallplanet.travel
P: 604-988-1656