Pocono Mountains Tourism Day

1
Pocono Mountains Tourism Day Turning Green into
Green
2
Suzanne D. Cook, Ph.D.

• Why Green in Important

3
Sustainability Meeting the needs of the present
without compromising the ability of future
generations to meet their own needs.
4
A Generation of Earth Days
5
Tourism and the Environment

• Published by TIA in 1992

6
TravelGreen.org
7
(No Transcript)
8
Aviation and Tourism in the Danger Zone of
Climate Change Risk
Source KPMG
9
Why the sudden surge to go green?

• President and Democratic-led Congress
  committed to passing climate change bill
• Congress currently considering cap and trade
  climate legislation
• Federal stimulus package is replete with
  funding for various environmental/conservation
  initiatives
• The travel experience is under attack (is
  travel immoral or an eco-crime?)
• We can either be at the table or be on the
• menu (Michael Goo, NRDC)
• Vital to future business success

10
The Consumer
11
Green Engagement
of Adults
Source TGI and The CarbonNeutral Company
12
Geotourism The New Way to Travel

• Tourism that sustains or enhances the
  geographical character of the place being visited
  its environment, culture, heritage and the
  well-being of its residents
• Source National Geographic Traveler

13
One-Third of Americans Have Positive Geotourism
Profiles
Millions of U.S. Adults
36
37
27
Source National Geographic Traveler and Travel
Industry Association
14
(No Transcript)
15
One-Third of American Travelers Report
Sustainability-Relevant Motivations
Experientials Enthusiastic travelers interested
in exploration and discovery. 22.4 million, 18
of leisure travel market
Quintessential Travelers Want to do it all. 8.6
million, 7 of leisure travel market
Trail Blazers Outdoor enthusiasts interest in
experiences and adventure. 12.2 million, 10 of
leisure travel market
16



17

• 78 of adults
• consider themselves to be environmentally
  conscious

Source U.S. Travel Association and
Ypartnerships TravelHorizons
18

• 85 turn the lights off
• when leaving a room.

Source U.S. Travel Association and
Ypartnerships TravelHorizons
19

• Only 2 drive a hybrid car.

Source U.S. Travel Association and
Ypartnerships TravelHorizons
20
Feeling Green
66 - Try to be energy efficient at home 60 -
Recycle trash 60 - Turn off water when brushing
teeth 53 - Keep showers short 25 - Plant
trees 22 - Buy environmentally safe products 20
- Walk/bike instead of drive when possible 9 -
Car pool
Source U.S. Travel Association and
Ypartnerships TravelHorizons
21
Environmental Concerns
70 - Air pollution 70 - Water pollution 59 -
Waste management 56 - Deforestation
Source U.S. Travel Association and
Ypartnerships TravelHorizons
22
Environmental Concerns
55 - Ozone depletion 54 - Global warming 48 -
Soil erosion 42 - Sea level rising
Source U.S. Travel Association and
Ypartnerships TravelHorizons
23
Minority are Familiar with Concepts of Green
Tourism and Carbon Footprint
Familiar with Green Tourism
Familiar with Carbon Footprint
Source U.S. Travel Association and
YPartnerships TravelHorizons
24
Those Familiar with Concept of Carbon Footprint
Most Likely to Be
Index
Index 100 Average Source U.S. Travel
Association and YPartnerships TravelHorizons
25
Consumer Perceptions about Travel Industrys
Green Efforts

• Preference for Eco-Friendly Companies

• Green Efforts Major Influence on Supplier
  Selection

Source U.S. Travel Association and
YPartnerships TravelHorizons
26
More Likely To Select Suppliers Who Demonstrate
A Commitment To Environmental Responsibility
56 - Car rental company 54 - Hotel 53 -
Attraction 50 - Airline 50 - Cruise line
Source TIA, Ypartnership, 2007.
27
Those Influenced by Travel Industrys Green
Efforts are Most Likely to be
Index
Index 100 Average Source U.S. Travel
Association and YPartnerships TravelHorizons
28
Travel Characteristics of Those Influenced by
Travel Industrys Green Efforts
Index
Index 100 Average Source U.S. Travel and
YPartnerships TravelHorizons
29
Willing To Pay Higher Fares/Rates To Suppliers
Who Demonstrate Environmental Concern
76 say Association and Ypartnerships Travel Horizons
30
Dont Fake It!

• There are lies, damn lies, and then theres
  green-washing.
• Recycling the office paper does not make a
  destination or company eco-friendly.

31
Greater impact on market share than rate.
32
Those Most Likely to Pay More for Green Travel
Index
Index 100 Average Source U.S. Travel
Association and YPartnerships TravelHorizons
33
Travel Characteristics of Those Most Likely to
Pay More
Index
Index 100 Average Source U.S. Travel
Association and YPartnerships TravelHorizons
34
International Visitors to the U.S. and
Projections (2000-2010f)
Sources U.S. Department of Commerce, ITA,
Office of Travel Tourism Industries Secretaria
de Turismo (Mexico) Statistics Canada f
forecast one or more nights
35
Case Studies on TravelGreen.org

• Visionary Planning
• Sustainable Operations and Education
• LEED Certification for Existing Building
• Dollar Savings and Empowering Staff
• Green Meetings and Training Program
• Lessons Learned

36
Visionary PlanningCalifornia Academy of Sciences
Photo courtsey of California Academy of Sciences
37
Sustainable Operations and EducationPine Butt
Guest Ranch
38
LEED Certification for an Existing
BuildingOregon Convention Center
39
Dollar Savings and Empowering StaffHarrahs
Entertainment
40
Smithfield Station Green Meetings and Training
Program
41
Sokol Blosser WineryLessons Learned
42
Conclusions

• Core market for sustainable travel 10
• Another 20 have positive attitudes
• 40 now neutral but could be attracted
• Affluent, educated and higher-end travelers are
  the most sustainability-oriented

43
Conclusions

• General lack of awareness and knowledge
• Travelers are becoming more sustainability-conscio
  us and are beginning to make decisions based on
  sustainability criteria
• Make it personal and relevant, stress functional
  benefits, as well as sustainability
• Trust, honesty and relationships matter

44
The Time to Learn, Collaborate, and Act is Now!

• Increase financial competitiveness - becoming
  sustainable can save you money
• Can also help you gain market share among
  sustainability-minded travelers
• Enhance the travel experience
• Prepare for legislation that is sure to come
• Tourism has potential of increasing public
  awareness and appreciation of environmental and
  sustainability issues

45
TravelGreen.org
46
www.ustravel.org
scook_at_ustravel.org