Sustainable Holidays

Who’s Responsible?

Changing Tourist Behaviour

The Customer Journey

Inspiration

Research

BookingIn

Destination

Sharing Experience

Key customer choices resulting in sustainability implications are made:

• Between research and booking

• In destination

Key Decision Making Factors

Destination - where?

Timing/season/climate – when?

Holiday type – what do you want to do?

Cost – how much?

Distance/Access – how far/how easy?

Buying a sustainable holiday?

• Responsible Holiday agent

• Eco-tourism tour operator

• Certification

Choice Editing

"...shifting the field of choice for mainstream consumers: cutting out unnecessarily damaging products and getting real sustainable choices on the shelves.”

"...[removing] environmentally offensive products from commercial consideration or [making] such products expensive to use."

Inspiration

Research

BookingIn

Destination

Sharing Experience

Eat good food –drink good wine

Get a tan

Explore amazing landscapes

Relax and tune out

Take photos

Quality time with partner/family

Experience different history and culture

BRAGGING RIGHTS

The Independent, March 2017

“I have no shame in admitting I love going to places that I know will look good on Instagram, but that's not the only reason for choosing them” “If a place is beautiful, I'll appreciate it and enjoy being there as well as upping my Insta-game - it's a win-win.”

TURNING GOOD INTENTION INTO

ACTION

Thank You