MAKE IT COUNT - One Planet Network
MAKE IT COUNT A guide for outbound tour operators and their ground agents on how to scale up the sales of sustainable tourism products INTRODUCTION 1
2 INTRODUCTION
ABOUT US The Travel Foundation is an independent charity that works with the world’s leading tourism organisations to improve the impacts of tourism in destinations. It has now delivered innovative and impactful sustainable tourism initiatives in more than 25 countries. It seeks to meet its charitable mission by introducing sustainable ways of working, improving knowledge and skills, supporting the development of new standards and policies and fostering cooperation at a local, national and international level. This guide has been developed using funds donated by the Travel Foundation’s travel industry partners and their customers. If you would like to find out more about the work of the Travel Foundation and how you can support its vision, please visit: www.thetravelfoundation.org.uk This guide was researched and written by Peter Richards in collaboration with the International Centre for Research in Events, Tourism and Hospitality at Leeds Beckett University. Peter has 15 years of experience working at the crossroads of responsible tourism and community development. Peter has worked in the private and NGO sectors, with government, tour operators and associations, tour guides, local communities, hotels, and restaurants. Core skills include sustainable tourism project management, marketing, participatory training, partnership facilitation between local communities and the private sector, and sustainable tourism standards development. INTRODUCTION 3
HOW TO USE THIS GUIDE The ‘Make it Count’ guide shares proven, recommended actions, which UK outbound tour operators and their ground agents take to source and sell more sustainable tourism, for mutual benefit. Although the research focused on UK outbound tour operators, lessons learned and recommendations will be useful for tour operators from other outbound markets. Lessons are presented through case studies, which show how tour operators put specific recommendations into practice. These cases come from the UK, and destinations as diverse as Brazil, Cyprus, Costa Rica, India, South Africa, Thailand and Nepal. Recommended actions are grouped into three chapters. At the end of each chapter, action points are summarised, to help tour operators and their ground agents to forward plan. THE MAKE IT COUNT GUIDE IS ORGANISED INTO A SHORT INTRODUCTORY SECTION AND THREE CHAPTERS INTRODUCTION: KEY MESSAGES What you need to remember. MEET THE CONTRIBUTORS 4 INTRODUCTION 10 Tour operators who shared best practices and experience. CHAPTER 1: INSIDE TOUR OPERATORS AND GROUND AGENTS 12 How to motivate staff to buy and sell more sustainable tourism, inside your company CHAPTER 2: BETWEEN TOUR OPERATORS AND THEIR GROUND AGENTS How outbound tour operators and ground agents can cooperate to scale up sales of sustainable tourism Part 1: Top tips for Tour Operators Part 2: Top tips for Ground Agents 23 32 CHAPTER 3: TO MARKET This guide is not intended to tell you how to do your job, but to share good practice examples that are already being used to scale up the sales of sustainable tourism products. Some of these actions may be things which you are already doing, but hopefully you’ll find some new ideas and inspiration too. 6 44 How to develop, communicate and add market value to sustainable tourism experiences ADDITIONAL RESOURCES AND NEXT STEPS What will you do after reading this toolkit? 53
WHY MAKE IT COUNT? Tourism which is enjoyable for visitors, profitable for businesses, kinder to the environment and benefits local people in destinations is no longer a niche. Around the world, thousands of hotels, restaurants, excursions, attractions and other tourism products have been developed to meet demand for better, greener, more inspiring holidays and experiences. Despite this, ‘sustainability’ remains a token effort for many companies, based more on good will than good business. THIS IS A WASTED OPPORTUNITY. The Make It Count guide aims to scale up the sales of sustainable tourism products. The guide is written for UK outbound tour operators and their ground agents in destinations. Make It Count showcases how some UK outbound tour operators are working with their ground agents to buy and sell more sustainable, better experiences to customers. TERMINOLOGY UK outbound tour operators – travel companies based in the UK developing and selling holidays to overseas destinations. The guide draws upon in-depth interviews, with UK outbound tour operators and ground agents. Contributors include some of the world’s largest tour operators; established leaders in small group travel; and smaller, highly expert, niche operators. Ground Agents – travel companies based in an overseas destination(s) selling accommodation, excursions, transport and attractions to tour operators. N.B. May also be referred to as ‘ground operators’, ‘ground handlers’ and ‘destination management companies’. For simplicity we refer to all of the above as ‘ground agents’ in this guide. Make It Count shares their good practices, success stories and challenges: sourcing and selling sustainable tourism products. Responsible tourism? Sustainable tourism? – for the purposes of clarity, the terms ‘sustainable’ and ‘responsible’ tourism are interchangeable in this guide. See UNWTO definition on page 8. INTRODUCTION 5
Selling more sustainable tourism products requires Success begins with a systematic approach inside harnessing the experiential elements of sustainability and producing inspiring stories of people and places to create and communicate much better experiences. tour operator businesses. This includes effort and action by staff, and collaboration between departments. Success also requires active collaboration between tour operators, ground agents and suppliers. Partners and suppliers can be motivated by sharing cost savings and other benefits along supply chains. Successful scaling up sales of sustainable tourism products is based on three, simple, replicable, sets of actions: 1 INSIDE TOUR OPERATORS AND GROUND AGENTS Moving sustainability from the periphery to the centre of staff roles, responsibilties and daily decisions 6 INTRODUCTION Find ou t m or e in ch ap te r 1, Pa ge 10 2 3 TO MARKET BETWEEN TOUR OPERATORS AND GROUND AGENTS Collaborating to develop, buy and sell more sustainable products Lea rn h ow to d o th is in c h a p te r 3 Pa g e 4 4 Proposing and communicating sustainable experiences more proactively and more effectively Fin d ou t m or e in ch a p te r 2 Pa g e 2 3
SUSTAINABLE TOURISM MAKES BUSINESS SENSE The good news is that, from mainstream tour operators to tourism specialists, sustainable tourism experiences are meeting customer expectations and making good business sense. For example, in 2015: l S ales of Thomas Cook’s ‘Local Label Excursions’ grew by as much as 400%. l l S ales of ‘TUI Collection’ sustainable excursions grew by as much as 250%. Specialists like the Beyond Tourism Company and Rickshaw Travel have added value to their brands, by investing in more sustainable products. These successes are the result of smart, systematic support for enjoyable, sustainable products. “It was massive Some programmes we had sold for 10 years. And, in one season, some of them jumped up 400% I’d sit by the pool and hear people say ‘that was the best day I ever had’ Now, that’s real feedback” JO HENDRICKX, FORMER GROUP SUSTAINABLE DESTINATIONS MANAGER, Thomas Cook CURRENT PARTNER at Global Spirit “People are looking for a personal touch. With a little more attention to detail and explanation of what we are doing, customers are getting sustainable awareness of treating our environment correctly and also enjoying themselves. ” THEO BALMADAKIS, HEAD OF SALES DEVELOPMENT East Mediterranean, TUI “We work with many UK tour operators. Years ago, people would watch. Now, people want to experience and participate. Clients want to feel they are doing something special and get in touch with the country, and the locals get something out of it” BEAT BRUNSCHWILER, CO-DIRECTOR, Via Ventura, Latin America INTRODUCTION 7
SUSTAINABLE TOURISM? The UNWTO defines sustainable tourism as: “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities.” In practice, making tourism more sustainable covers a large spectrum of actions. Some aspects of sustainable tourism can be experienced by tourists. Other actions take place ‘behind the scenes’, such as managing waste, or buying water and energy efficient equipment. In this guide, the scope of ‘sustainable tourism’ is framed by the good practice examples which contributors proposed. These included; l Local and community-based village excursions; l Certified, ‘green’ accommodations; l Local, healthy, organic food and restaurants; l Responsible wildlife experiences; l Responsible volunteer experiences. The guide does not focus on ‘back office’ sustainability, outside the guest experience. 8 INTRODUCTION
INTRODUCTION 9 9
MEET THE CONTRIBUTORS TOUR OPERATORS THEA BELLHOUSE, CONTRACTS MANAGER FOR AFRICA, LATIN AMERICA AND THE MIDDLE EAST, STA Travel MEGAN DEVENISH, SOUTH EAST ASIA PRODUCT MANAGER, Exodus SIMON FORSTER, DIRECTOR, Beyond Tourism Company THOMAS HOLDO HANSEN, DIRECTOR, Mekong Experiences JO HENDRICKX, FORMER GROUP SUSTAINABILITY MANAGER, Thomas Cook, UK. CURRENT, PARTNER at Global Spirit CAROLINE KING, PRODUCT SPECIALIST, Rickshaw Travel, UK AMANDA MARKS, MANAGING DIRECTOR, Tribes Travel EMMA SNIPP, GLOBAL SAFETY AND RESPONSIBLE TRAVEL MANAGER, STA Travel DAVID VILLE, GROUP SUSTAINABILITY MANAGER, Thomas Cook FELIPE ZALAMEA, DIRECTOR, Sumak Travel 10 INTRODUCTION SALLIE GRAYSON, PROGRAMME DIRECTOR, People and Places
MEET THE CONTRIBUTORS GROUND AGENTS THEO BALMADAKIS, HEAD OF SALES DEVELOPMENT East Mediterranean, TUI BEAT BRUNSCHWILER, CO-DIRECTOR, Via Ventura Latin America RAJ GYAWALI, DIRECTOR, Social Tours Nepal THIERRY JOUBERT, MANAGING PARTNER, Green Visions, Bosnia and Herzegovina WILLEM NIEMEIJER, CEO, Khiri Travel, Asia GEORGES ORPHANOU, SERVICE AND SALES SUPPORT MANAGER, Aelos, Cyprus GOPINATH PARAYIL, FOUNDER, The Blue Yonder, India CHIWAN SUWANNAPAK, THAILAND AND LAOS OPERATIONS MANAGER, Peak DMC, Thailand CHRISTINE JACQUEMIN EXO FOUNDATION DIRECTOR & SUSTAINABILITY ADVISOR at EXO Travel, Asia GUIDO VAN ES, OWNER, Responsible Tourism Peru PAUL MIEDEMA, DIRECTOR, Calabash Tours, South Africa CARL NEEDHAM, GENERAL MANAGER OF Peak DMC,Thailand XENIOS XENOP HONTOS, INLAND TOURS MANAGER, Aeolos, Cyprus. INTRODUCTION 11
Chapter 1 Use sustainability criteria to identify better experiences Page 16 INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES Scaling up sustainable tourism sales requires a systematic approach, which can only begin inside your company. Develop a staff engagement programme with training, games and fun activities Page 18 Motivate staff with concrete goals Page 14 Embed sustainability in your company culture and staff's daily work Page 13 Encourage cooperation between departments Page 20 Monitor and reward staff sustainability performance Page 22
EMBED SUSTAINABILITY IN YOUR COMPANY CULTURE AND STAFF’S DAILY WORK Introd uc ing CARL NEEDHAM, GENERAL MANAGER Peak DMC, Thailand WHY? Staff are motivated to source and sell more sustainable products, when they know that sustainable tourism is a valued part of their company culture and daily work. OUR STORY “Responsibility is part of our company DNA” Peak DMC inspires our staff to care about sustainable tourism, by integrating our core values into every decision we make. HOW WE DID IT Peak’s core values include responsibility and integrity. Our website and public communications stress our core values, and responsible tourism. This helps us to attract staff, who are committed to benefiting local people and the environment. We always explain our core values and discuss responsible tourism with candidates during job interviews. Most Peak staff have sustainability tasks in their job descriptions. Every year, specific goals are set according to staff roles. We also set a company- wide goal, related to sustainable tourism. This could be a cause such as climate change; or a project, such as establishing an eco-lodge in Myanmar. Our core values help us to retain high-quality, motivated staff. INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES 13 13
MOTIVATE STAFF WITH CONCRETE GOALS Introd uc ing CAROLINE KING, PRODUCT SPECIALIST, Rickshaw Travel, UK WHY? Setting goals for sourcing or selling more sustainable tourism products shows staff that their company is serious; and gives them a concrete target to aim for. OUR STORY “Everyone, at every level is working towards something to do with sustainability” Our team earned Rickshaw Travel a global sustainability certification, by working to ensure that over 20% of our products were sustainable. HOW WE DID IT Rickshaw Travel’s core value is ‘People First.’ Sustainability is already at the heart of our company’s mission. However, when Rickshaw Travel joined the 14 INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES Travelife Sustainability program, our team became responsible to ensure that at least 20% of our products were sustainable. agents who share our values. I informed our ground agent, Khiri Travel that we wanted to offer more sustainable products. As a product specialist, I analysed our products by destination. I checked if the hotels we stayed in were locally owned, made sure that we used local guides, and removed elephant riding. Rickshaw align ourselves with ground We conferred over what kinds of products could be considered ‘sustainable’ and held a monthly SKYPE call to check progress. Now, both of our companies have been certified by Travelife!
Rickshaw Travel’s team of ‘Meaningful Travel Warriors’ celebrate being awarded a Travelife, Better Places award. INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES 15
USE SUSTAINABILITY CRITERIA TO IDENTIFY BETTER EXPERIENCES Introd uc ing JO HENDRICKX, FORMER GROUP SUSTAINABLE DESTINATIONS MANAGER, Thomas Cook, UK CURRENT PARTNER at Global Spirit “The process was really strict. Out of 100 applications, only 60 got through” WHY? To sell more sustainable tourism, identifying and preferring more sustainable products needs to be at the heart of decision making. OUR STORY HOW WE DID IT At Thomas Cook we used the Travel Foundation’s Greener Excursions Criteria to assess our excursion programs across 80 global destinations. We identified which suppliers were only sourcing and employing locally, celebrating local culture and not engaged in wasteful practices. The most sustainable were promoted as “Local Label Excursions.” First, we adapted the Travel Foundation criteria, for each type of excursion. Next, our ground agents and resort staff helped us to identify a shortlist of potential excursions. These were assessed by a judging committee. If improvements were needed, suppliers were supported to understand the benefits of improving performance, and how to make 16 INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES changes. We explained why they hadn’t passed and worked with them to improve. Suppliers really wanted the local label. Our overseas reps stood at the front of the welcome introduction, promoting what the label meant to customers’ enjoyment; and why the excursions were good for local people and the environment. Sales increased up to 400%!
CREDIT: THOMAS COOK, UK Izmir Craft Market, Turkey, one of Thomas Cook’s most successful Local Label Excursions. INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES 17 17
DEVELOP A STAFF ENGAGEMENT PROGRAMME WITH TRAINING, GAMES AND FUN ACTIVITIES Introd uc ing CHRISTINE JACQUEMIN EXO FOUNDATION DIRECTOR & SUSTAINABILITY ADVISOR EXO Travel, Asia “Staff can learn and demonstrate their commitment to our values, in a fun game” WHY? It is a challenge to motivate staff with sustainability policies and guidelines. A staff engagement programme can motivate staff by encouraging them to look a bit deeper into complex issues. OUR STORY HOW WE DID IT At EXO Travel, we engage staff across five countries through information, training and challenging their knowledge of sustainability and responsible tourism. By participating in monthly quizzes and missions, staff can win prizes and recognition as an EXO top responsible employee! Every month, we choose a theme such as climate change or benefits to local communities. We invite staff to participate in quizzes or missions, which test understanding of sustainable tourism, certification criteria, and important documents on our website, such as our RT policy. Answers can easily be found on our websites. Activities include taking a picture of 18 INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES oneself saving energy or water, reducing waste or buying responsibly. To make it even more fun, we replace points with coconuts and mangoes (10 coconuts 1 mango). The best answers and most creative ideas win a small prize, illustrating sustainability. 20% of staff play regularly, and over 50% in Laos!
CREDIT: EXO FOUNDATION Han, playing the EXO Travel sustainability game. Staff compete to show how they put sustainability into practice!
ENCOURAGE COOPERATION BETWEEN DEPARTMENTS Introd uc ing CAROLINE KING, PRODUCT SPECIALIST, Rickshaw Travel, UK WHY? Through cooperation between departments, experiences can be fine-tuned to meet customers’ needs; and marketers can access information and stories which add value to sustainable tourism. OUR STORY “Now the sales teams have real confidence and believe in what they are selling” Rickshaw Travel have established a team of ‘meaningful travel warriors,’ drawn from every department: marketing, sales, travel specialists, and product. This team cooperates to get more sustainable tourism to market. HOW WE DID IT We organize inter-departmental meetings every three months 20 INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES and deliver regular training to increase staff knowledge and cooperation on sustainability. We run ‘destination and sales workshops’ to introduce sustainable tourism across our destinations, and to explain clearly how products are sustainable. We also send our travel specialists on FAM trips to our destinations when possible. This training has increased the success of our sales teams. They now have more confidence, and better information to tell more attractive stories. Cooperation has also enabled our product teams to better understand the needs of Rickshaw’s customers.
MONITOR AND REWARD STAFF SUSTAINABILITY PERFORMANCE Introd uc ing CHIWAN SUWANNAPAK, THAILAND AND LAOS OPERATIONS MANAGER, Peak DMC, Thailand WHY? Rewards and incentives are excellent motivators. Despite this UK outbound tour operators and ground agents rarely reward staff for their achievements promoting sustainable tourism products. OUR STORY “Feedback motivates guides to tell us how trips could be operated more sustainably” Our tour leaders are rated by customers on their Responsible Tourism (RT) performance; and rewarded for good feedback through their annual bonuses. HOW WE DID IT Customers write a ‘feedback form’ at the end of each trip. Guides are rated from ‘1’ to ‘5’, on a range of issues, including ‘Responsible Tourism.’ Good feedback earns tour leaders’ better annual bonuses. This motivates them to take RT seriously, give guests better information about local people, culture and environment, suggest local restaurants and shops, etc. performance of Peak’s tour guides. Every six months, I look through the ‘RT’ feedback to identify which issues to prioritise for guide training. Therefore, this system also motivates me to provide top quality sustainability training to our tour leaders. As operations manager, I am responsible for the overall INSIDE TOUR OPERATOR AND GROUND AGENT BUSINESSES 21
IN SUMMARY Concrete actions which you can take to motivate your staff to buy and sell more sustainable tourism products include: l Consider reviewing your policies, candidates during job interviews, and include sustainability-related tasks in staff job descriptions and contracts; so they clearly reflect the importance of sustainable tourism to your company; and show that you intend to source and sell more l Set a company-wide goal or sustainable tourism products; campaign, related to sustainable l Highlight the importance of tourism. Get staff actively involved; sustainability to your company l Set concrete, sustainability in your website, brochures, and related goals for staff. E.g., other communications to staff, to increase the percentage of partners and customers; sustainable products which are l Discuss sustainable tourism with sourced or sold; l Consult resources such as the Travel Foundation’s Greener Excursions Criteria to develop checklists for identifying and selecting more sustainable products; l Develop a staff engagement programme, with fun games and quizzes, to increase staffs’ knowledge about your company’s sustainable tourism policies and initiatives; l Organise interdepartmental, trainings and workshops, so that staff can share knowledge and pool skills to get more sustainable tourism to market; l Monitor staff work and achievements, supporting sustainable tourism in your company; and reward performance, eg, offer a bonus, or opportunities to join interesting trainings, conferences and events.
Chapter 2 BETWEEN TOUR OPERATORS AND GROUND AGENTS Request sustainable tourism proactively from ground agents Page 26 Make sure that sustainability is on the agenda with Ground Agents Page 24 Team work between tour operators, ground agents and suppliers is essential, to scale up sustainable tourism sales. Help suppliers to understand and improve health and safety performance Page 28 Work as a team with ground agents to develop better experiences Page 30 Sustainability is about working as a team to craft better experiences, for visitors, destinations and tourism businesses. 23 INTRODUCTION Top tips for tour operators Be proactive marketing and selling sustainable products Page 32
MAKE SURE THAT SUSTAINABILITY IS ON THE AGENDA WITH GROUND AGENTS Introd uc ing MEGAN DEVENISH, SOUTH EAST ASIA PRODUCT MANAGER, Exodus WHY? UK outbound tour operators and their ground agents work in a busy and competitive environment. It’s easy for sustainability to slide down the priority list. OUR STORY “Trying to improve responsible tourism across 90 countries is a challenge. We work with trusted ground agents and prioritise.” To get the most benefit from our ground agents’ local knowledge, I schedule time to ask what makes their trips responsible; and to discuss how trips could be improved to deliver more unique, responsible ‘Exodus Moments.’ HOW WE DID IT We actively search for ground agents, which we trust to deliver local benefits through unique 24 BETWEEN TOUR OPERATORS AND GROUND AGENTS experiences. We make sure that sustainability is on the agenda when we call our partners, and meet them at tourism fairs. Our trips are reviewed throughout the year. However, we are often pushed for time, re sourcing new trip inclusions that could contribute further towards sustainability. So, we need to prioritise. A solution is to focus on our top selling trips each year, and invest the time to really pull them apart and put them back together more responsibly. For example, in Sri Lanka we removed elephant riding and replaced it with a responsible elephant safari. We included extra meals with local families, which ensured the contribution of tourism spread even further throughout the community.
CREDIT: EXODUS TRAVEL, UK Following consultation with their ground agents, Exodus replaced elephant riding with a responsible safari in Sri Lanka
REQUEST SUSTAINABLE TOURISM PROACTIVELY FROM GROUND AGENTS Introd uc ing WILLEM NIEMEIJER, CEO, Khiri Travel, Asia WHY? Requesting more sustainable alternatives gives ground agents the confidence to propose new ideas to outbound partners. OUR STORY “When tour operators ask for a quote, if they stated that they would like more sustainable alternatives, that would really make a huge difference” Khiri Travel were one of the first ground agents in South East Asia to develop a Responsible Tourism policy. Twenty years on, we have earned international awards and recognition for our achievements. HOW WE DID IT Some tour operators are asking us for sustainable tourism. But, there is also resistance to change. 26 BETWEEN TOUR OPERATORS AND GROUND AGENTS Product managers of outbound tour operators are very busy. They have a million things to do. Every change means changing brochures, changing pictures, training for sales people, etc. Simply by tour operators asking their ground agent to propose sustainable alternatives make it easier for ground agents to provide this. Competition between DMC's is fierce. Our sales teams learn from experience that the best way to make a sale is to respond as closely as possible to the specific request made by the outbound tour operator. Requests also put the onus onto other tour operators who are less interested in sustainability, to think: “wow, our competitors are asking for this. We had better get our act together!”
BETWEEN TOUR OPERATORS AND GROUND AGENTS 27 CREDIT: KHIRI TRAVEL, THAILAND Travellers with Khiri Travel enjoy a hands-on cooking experience with locals in Khao Sok, Thailand.
HELP SUPPLIERS TO UNDERSTAND AND IMPROVE HEALTH AND SAFETY PERFORMANCE Introd uc ing EMMA SNIPP, GLOBAL SAFETY AND RESPONSIBLE TRAVEL MANAGER, STA Travel WHY? Complying with UK health and safety criteria is crucial to be able to work with UK tour operators. OUR STORY “A lot of suppliers are very small. Quite often they grade poorly. But, we’re working with them, helping them to improve their systems” We provide our suppliers with resources and advice, which help them to develop professional health and safety systems. HOW WE DID IT My job is to audit STA’s products around the world. First, I contact the suppliers and ask them to complete a self-assessment. 28 BETWEEN TOUR OPERATORS AND GROUND AGENTS This is based on a traffic light system: green, amber and red. Some of the most important criteria include trained staff, briefings for customers, insurance and emergency crisis procedures. Where suppliers are not complying with our criteria, we help them. For example, we send examples of a good safety policy, emergency procedures, etc. These were adapted from The Association of British Travel Agents (ABTA) standards. Sometimes, language can be complex and difficult to understand. I am always available on the phone, and visit as many suppliers as possible.
STA’s Emma Snipp spends weeks in the field, delivering health and safety and responsible tourism training to local suppliers.
WORK AS A TEAM WITH GROUND AGENTS TO DEVELOP BETTER EXPERIENCES Introd uc ing WHY? SALLIE GRAYSON, PROGRAMME DIRECTOR, People and Places Tour operators often delegate so much responsibility to ground agents for product development that they miss opportunities to co-create better experiences. PAUL MIEDEMA, DIRECTOR, Calabash Tours, South Africa OUR STORY “We work as a team to prepare volunteers for cross cultural differences; and help them to minimise any negative impacts, while getting the most out of volunteering” People and Places work side by side with our ground agents, sharing ideas and knowledge, to develop outstanding, needsbased volunteer programmes. HOW WE DID IT Initially, we look for ground agents who are already working with a project and have the ability to be a bridge between our clients and the beneficiaries. 30 BETWEEN TOUR OPERATORS AND GROUND AGENTS They must be able to care for the safety of our customers and the local people. We have strict standards for our partners. Volunteers must not replace local workers, or create a financial burden for projects or dependency on volunteers. Projects must be transparent, and able to prove their claims. Our agents, Calabash, help us to identify exactly how volunteers can support the project, and the skills needed to achieve this. We help our ground agents to improve risk assessment, H&S and emergency procedures. Together, we make a Project Development Plan. This defines what work is needed, and clarifies exactly what is expected of our volunteers.
CREDIT: PEOPLE AND PLACES, UK Be Better People and Places volunteers build teachers’ IT skills at AVBukani School, Addo, Eastern Cape, South Africa.
BE PROACTIVE MARKETING AND SELLING SUSTAINABLE PRODUCTS Introd uc ing DAVID VILLE, GROUP SUSTAINABILITY MANAGER, Thomas Cook WHY? Special time and effort to develop more sustainable experiences must be matched by time and effort to market them. OUR STORY “Existing excursions that gained a ‘local label’ achieved an 18% increase in pretax profit, compared to a 1.5% increase in pre-tax profits for non-labelled excursions” When marketing ‘Local Label’ excursions, we harnessed a range of marketing tools to communicate the added value benefits of more sustainable excursions to our customers. HOW WE DID IT Our marketing campaign was not designed to promote a 32 BETWEEN TOUR OPERATORS AND GROUND AGENTS ‘sustainable excursion’, but one which sought to bring about benefits for local communities, economies and environments. We emphasised that the experiences would be special for customers. We created training packages, PowerPoint presentations and supporting documentation for overseas agents, managers and representatives. We engaged the sales reps to write marketing content about Local Label excursions for resort guides, focusing on features and benefits to customers. We a
tour operators and their ground agents take to source and sell more sustainable tourism, for mutual benefit. Although the research focused on UK outbound tour operators, lessons learned and recommendations will be useful for tour operators from other outbound markets. Lessons are presented through case studies, which show how tour
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