sustainability management for tour operators

Sustainability Management for Tour Operators

A two-day course

Day Two

CSR TOUR Corporate Social Responsibility Training and Certification in the Travel Sector

Project Nr: 2012-1-HR1-LEO05-01703

Programme Day TwoSession 3. Integrate sustainability in your company: 6 steps

3.1 Implementing a sustainability management system:

Engage your business, Baseline assessment, Sustainability

policy

Coffee break

3.2 Writing a policy

3.3 Implementing a sustainability management system:

Action plan, Monitoring, Reporting.

Lunch

Programme Day Two 3.4 Writing your action plan

Session 4. Communicating and marketing sustainability

4.1 Marketing sustainability – Communication

Indicators of Greenwashing

What to tell your customers

4.2 Write your company sustainability USP’s

4.3 Marketing sustainability – Distribution

Session 5. Next steps and follow-up

Day One SummaryWhat is sustainable tourismSustainable Tourism ImpactsThe role of the Tour Operator

Marketing SustainabilityInternal Management

Sustainable Supply Chain ManagementSustainable Accommodation

Sustainable Excursions

Sustainable TransportSustainable DestinationsCustomer Communication

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Day Two Aims To introduce sustainability management.

To focus on first steps.

To provide examples of how you can market sustainability messages.

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Day Two Objectives

Write a mission statement and a basic policy.Create and implement a sustainability action planIntroduce sustainability messages into your marketing and identify additional marketing channelsIdentify and write sustainability USP’s

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At the end of day two you will be able to:

How to integrate sustainability in your company

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3.1 Implementing a sustainability management system.

Engage your business Baseline assessment Sustainability policy

Engage your business Travelife Training

Baseline reviewTravelife Baseline

Policy

Monitor and evaluate

Action plan & implementation Travelife Action Planning

Report & communicateTravelife Reporting

Travelife 6-step approach

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Step 1 - Engage your Business

• Engagement management team• Appoint a sustainability manager • Job specifications and role profiles• Improving knowledge and expertise Travelife Training• Sustainability Mission Statement

Outcome:Sustainability co-ordinatorCommitment mission statement

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At the very least, the mission statement should try to answer three key questions:1. What “needs” is the company going to address

i.e. what is the company’s purpose?2. What is the company doing to address those needs?

i.e. What is the nature of its business3. What principles or beliefs guide the company’s work.

i.e. What are the company’s values?

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Example sustainability mission statements

Our company’s foundation is built on our values, which distinguish us and guide our actions. We conduct our business in a socially responsible and ethical manner. We respect the law, support universal human rights, protect the environment and benefit the communities where we work. (Chevron)

Apple Computer is committed to protecting the environment, health, and safety of our employees, customers and the global communities where we operate. We recognize that by integrating sound environmental, health, and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes, and services. (Apple)

Mission statement

Produce one for your company.

A general one, so not only to include sustainability elements

Quality prodcuts

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Step 2 – Baseline review

Identify current activities, partners and impacts:• Office and retail operations • Supply chain components• Costumers & Destinations company’s total impactUse Travelife checklist

Biggest impacts: where? prioritise!

Outcome:Overview company supliers, impacts, baseline scenario

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Step 3 – Policy

• Prioritise impacts• Set sustainability objectives, targets• 3 – 5 years• 5 – 20 pages• Policy is clear, credible and achievable• Disseminate policy

Outcome:Written plan to reduce negative and maximise positive impacts

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Examples of policy formulations

- We will reduce our office energy use by 35% in 2014- We will to

Travelife policy requirements(put this into the exersice…)

Internal management - Energy- Waste - Sustainable procurement - Accommodations- Excursions

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Developing a policy - Points to consider during the policy development:

Don’t implement any sustainability activities without having a written policy. Without knowing your aims in advance, you run the risk of developing a system that cannot achieve its objectives. Employees will be demotivated if they do not see a clear direction and final aim.

Objectives and targets should be shaped by the findings of the earlier baseline assessment and the mission statement.

Objectives specify sustainability goals, while targets indicate the level of improvement to be attained.

All managers must support the sustainability policy, and will need to be engaged in its implementation and monitoring.

Don’t make the policy too rigid.After you have begun to implement your sustainability policy and gathered some experience you may wish to modify or extend the policy.

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Developing a policy (cont.) The policy should be written in such a way so as to respond to

developments both within and outside the organisation.

Allow room for continuation and evolution of the policy. Ideally, your policy should state that you aim to evaluate and further develop your sustainability policy. While putting it into practice you will need to revise the policy regularly to establish whether it is still appropriate.

Don’t be too ambitious with your objectives. Objectives that are formulated too ambitiously have little or no chance to be achieved.

Engage with your suppliers, the community and other stakeholders in the destination in formulating and developing your policy.

You may find it useful to discuss your ideas with a few of your company’s suppliers, and use their feedback to help you develop a robust policy.

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Policy ContentThe content of the policy should reflect the core company processes including the life cycle of the holiday package, from the planning stage to the development and delivery of the product:

Internal management Product development Supply chain management Cooperation with destination Customer relations

General considerationsEven though there are no established requirements about what should be included in a sustainability policy, in general it should:

Reflect your sustainability mission statement and/or the objectives of your corporate policy. Be established for and by your organization and not be copied from another company. Address the key aspects of the aforementioned five business action areas. Address key issues, including the impacts identified in the baseline assessment; Correspond with the nature, scale and impacts of the company’s activities and services. Set open, honest and realistic goals. Comply with laws, regulations and codes of conduct. Convey the message that you strive for on-going improvement. Cover both products and services. Encompass all employees, and be understandable to everyone within your organisation. Aim to ensure that suppliers contribute to the company’s sustainability aspirations. Ascertain a commitment to raise awareness about sustainability issues among stakeholders,

especially suppliers and consumers. Be accessible to people outside your organisation. Be accompanied by a signature of the Executive Board under the declaration stating that the policy

is supported by the organisation’s management.

Audley Travel (UK) : written responsible practices policy (online)


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3.2 Writing a policy

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Communicating your policy to your suppliersClearly explain your sustainability policy and your expectations to your suppliers.

Keep messages simple and focused - time, recognition, sources of technical support.

It can be communicated through

Printed materials such as leaflets, posters and manuals

Informal meetings and discussions.

Workshops.

Internet pages.

Checklists and questionnaires designed to highlight key aspects of your programme.

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communicating your policyTo company staff

Focus attention to your Sustainability Policy declaration during company meetings.

Include ´Sustainability´ on the agenda of the regular staff-meetings. Incorporate your Sustainability Policy declaration in the induction pack for

new employees and include appropriate sustainability elements in their key performance indicators.

To clients and other stakeholders

Place your Sustainability Policy declaration into your company prospectus, your travel brochures and web sites.


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3.3 Implementing a sustainability management system.

Prepare an action plan MonitoringReporting



Policy





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Step 4 – Action plan and implementation

• Set priorities and make action plan• Develop sequence schedule of tasks to meet objectives• Determine criteria for success • Allocate staff, equipment and budget• Time schedule and divide tasks• Keep records of tasks undertaken

Outcome:Records of tasks, time-schedule, responsibilities,new measurements of performance & indicators

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Step 5 – Monitoring and evaluation

• Ensure that both management and performance are monitored• Conduct new measurement to assess improvements• Send progress report to senior management• Adjust your action planning

Outcome:Progress report, reviewed action planning

First Choice (UK), Studiosus (Germany): EMSExodus: weekly updates, input meetings diverse departments

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Step 6 – Report and communicate

• Gather information

• Decide on reporting

• Publish and disseminate results

• Internal and external

OutcomeReport of achievements, external communication

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Policy





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3.4 Writing your action plan

Writing your action plan

• Use the Travelife checklist • Set realistic goals • Can do / can not do

• ???????

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Communicating and Marketing sustainability

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4.2 Marketing sustainability – Communication

Indicators of GreenwashingWhat to tell your customers

The majority of companies that have a sustainability process don’t know how to market it!

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Don’t Greenwash.

“Greenwashing” is an environmental claim which is unsubstantiated or irrelevant – people see through this and react negatively to it.

Some do’s and don'ts

“Sustainability is not about doing business differently, but doing business even better”

Don’t 10 Indicators of Greenwashing

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Fluffy Language – Words or phrases with no clear meaning

e.g. Eco Friendly

Green products v dirty company – sustainable product which is accessed by polluting transport

Suggestive Pictures – Green images that indicate a green impact e.g. flowers blooming from exhaust pipes

Irrelevant Claims – Emphasising one small green activity when the rest is un-green

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Best in class? – Declaring that you are slightly greener than the rest, even if the rest are terrible

Just not credible!!Eco friendly cigarettes – “Greening” a dangerous product doesn’t make it safe

Gobbledygook – Scientific Words - Jargon and information that only an environmentalist will check or understand

Imaginary Friends or Associations – A “label” that looks like an endorsement except its made up.

No Proof –You could be right, but where is the evidence????

Out – right lying A total lie with claims or data!

Beware

People look at these acts as a smoke screen – its not real – just a way of

making money

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Travel with greenJet the lowCarbon airline. We’re plantingTrees so you can fly as oftenAs you please.

It’s not just travelling wethink about. All our meals Are organic and locally Sourced, and we serve only fairtrade coffee

Don’t Greenwash!

Travel with greenJet the lowCarbon airline. We’re plantingTrees so you can fly as oftenAs you please.

It’s not just travelling wethink about. All our meals Are organic and locally Sourced, and we serve only fairtrade coffee

Don’t Greenwash!

OVER THE TOP

images

OBVIOUS LIES !

Fluffy

Language No data, specificsor certified labelsNothing to

do with the

product !

Our beautiful shoes are madeFrom reclaimed leather and 100%Recycled materials so there’s noHidden impact behind the hide.We do not use PVC and our productsAre entirely free of toxic contaminantsLike cadmium and lead residues

Now you can feel as good aboutYour shoes as you look in them.

Don’t Greenwash!

Do - tell everybody that sustainability is quality!-And how they can have a better experience for it.

There are a lot of conflicting messages in the world about this but most customers do care or don’t want to cause harm!Price, location and aspirations come first but after these sustainability values and actions can and do sell a product over another.Consumers in Europe will buy products that are environmentally and socially responsible, but this doesn’t mean they searched for it in the first place!

The leisure market doesn’t have to see the words “sustainability” or “green” the same way that you don't have to use quality or luxury all the time. Try to be more subtle about it as too many messages are vague or as a apology.

To say nothing or to throw up words that are trendy will give the impression of being an after thought – GREENWASHING – cashing in !!

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Tips:

•Make your sustainability actions more interesting to customers.

•Use all the typical marketing tools you would use and think about how your green / sustainability actions can be part of what you normally say.

•Communicate with your customers by making them participate and make it fun…think about how you can involve them even in hotels – activities that involve a green element.

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Tailor your marketing to your audience

•“Ethical” consumers actively seek green holidays because of their lifestyle, but they represent a very low % of the market. (5-10 %)

•“Feel Good” consumers are the majority. They don’t seek “green” but they buy your messages if they feel that they can do their bit and / or get a better product or service if it happens to be sustainable. They may like you because you are different and any “labels” serve to reinforce this and may influence their booking decision. (60 %)

•“Just want to switch off” consumers are unlikely to value what you do and so anything you do needs to be behind the scenes and should focus on how it improves their experience with you. (20-30 %)

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Why am I telling customers about sustainability ?

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To make them feel good ?

(Be realistic about your sustainability in your communications.)

• You have taken care of the sustainability issues so they enjoy the benefits.

• Even if they are not eco warriors doesn't mean they don’t appreciate it. You are just helping them to do their bit.

• People feel good facing easy choices – tell them in brief about your charitable programs (if you have any?) Your recycling policy if appropriate and the use of public transport if you are in a city.

Why am I telling customers about sustainability ?

To raise awareness and change behaviour?

If you want change then be precise and give them something in exchange (knowledge) – recycling, local purchasing, respect local customs.

• Be specific – vague messages are frustrating – tell them what to do and not just “be green”

• Show the actions they take has a positive impact – instead of saying “save water” show what can be done with the saved water

• Only mention the more sustainable options – focus on local daytrips rather than those that are hours away

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What Do I Say?What message do you want to show to the world?(This is about your sustainability policy, any photos you use, text you write.)

Choose 1-2 messages only, otherwise the message gets confusing.

• Get your customers to participate – doing is much more fun than watchingo Harvest their own food for luncho Take part in community enterprises

• Make them feel special - Better Serviceo Put the customer at the centre of the experience - what’s in it for them?o How do you want your customers to feel?

• Show a personal connectiono “We are people like you, with the same values, that’s why you’ll enjoy

being here.”

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Where, when, how do I tell them?

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Press & Media

More and more, the press and media are looking for a story that gives a true authentic argument to the sustainability issues in tourism. So think about what makes you different ? Why would people want to read about it.

Coverage that you have achieved should not be forgotten!

Use it on your website, make links to it from your website, use it in mailings to customers.

Certification / Awards – a quote from a national or international publication or respected media is likely to give a better impression that a certification or award that has low awareness !!

Visit England / ICRT research says that 21% of customers have taken a holiday or short break recommended in a newspaper, magazine or seen on a TV program.

WebsiteYour website is your portal to the world – Use it wisely and correctly.

Social Media Sites such as Facebook, Twitter and other specialised social networks or groups are vital to get your message across. Most of these can be used in their basic forms for free

• It engages with your potential customers and uses the power of their social networking to get your messages out.

• It helps considerably with the rankings on search engines and makes your messages easier to find.

3rd party websitesIf you are featured in Lonely Planet, Good Hotel Guide, Bradt Guides or any of the other international directories (online or offline) feature this on your website – (Remember – credibility)

Most companies should be marketing all the time in some way.How many periods in the life of a booking process can you get your message out – 2,

3, 6 ????On the average this will be in four periods…….

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Prior to booking / purchasePeople need information to help them make decisions so explain why your product is better value, better quality or more appealing because of the sustainability aspect.

Between booking and arrivalCommunicate with your customer before they arrive on how to prepare for their visit – what to bring, what they can do (options), if they are self catering recommend local goods that they can pre-purchase before arrival. You could also advise them on any local customs etc.

On arrivalOn arrival at hotels or attractions, will you give the right message if you seen to be wasting light (and heat if the doors are left open in the winter)?Your information leaflet should include what you have done to be more sustainable and that this is an every day, on-going policy.Smaller businesses can share their values directly with each arrival whilst showing people to their accommodation.

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During the stay / visitThis is the best chance you have of showing what you do and to prove all your marketing efforts. You can either communicate some information directly to your customer or keep it in the background for your customers to hopefully see and enjoy.

After the stay / visitStay in contact with your customer, although they may not come back, they have their own personal networks and can refer you.Thank them for coming and remind them that their visit was done in a sustainable way.

• If they planted a tree as part of their stay – tell them how it is growing• If they engaged with a school, or group tell them how these groups are now

benefiting from their personal engagement.

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4.3 Write your company sustainability USP’s

Customer communication Growing awareness of sustainability, but…

Communication strategies

• Sustainable alternatives = quality products, new experiences• Secondary information: your choice contributes to….

• Style of communication

• Short, positive, engaging

Use local restaurants

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Sustainability USP’s (Unique Selling Points)

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Unique selling points are the things which distinguish your business from the rest and add value to your product offer.

“Sustainable USP’s” must show how the sustainability feature will benefit the customer e.g. All our guides are recruited locally which means that they

know the destination better than anyone.

All restaurants in our accommodations purchase fresh produce grown or reared locally to bring you an authentic taste of the destination.

Sustainability USP’s (Unique Selling Points)

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Exercise

Sustainable hotels have much to gain by exploiting new marketing opportunities. Compose a sustainability USP for a business you know that is already demonstrating those sustainability features.

Try to be as creative as possible by choosing things which are unique to the business and not exhibited by most of their competitors.


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4.4 Marketing sustainability – Distribution channels

Marketing sustainability: distribution

What do you market: • Your (sustainable) company• your (sustainable) products

To whom do you market • B2B• B2C

Need different strategies !

Your (sustainable) company • Sustainability provides competitive advantage • Sustainability certificate quality is assumed.• Sustainability is quality + • Sustainability increases your brand value Communicate your sustainability USP’s and achievements to business partners and clients

Sustainable products • Develop sustainable products • Look actively for local initiatives and suppliers • Co-operate with your international business

partners.

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Suppliers with a sustainability certificate available for selection

The Travelife Market

Distribution of sustainable products.

Still small target groups! How to reach them:

1. “Green shops”, many new market based web sites focus on sustainable products

2. “Green corners” in all niche markets will emerge

“Green Shops” in tourism sectorExamples

• Responsibletravel.com• Responsiblehotels.com• Ethicaltravel.com• Worldhotellink.com• Urbanadventures.com • Forumandersreisen.de

Green Corner

• For many niche markets there are no Green Shops

• You do not want to loose 80 % of your potential clients.

• Use your normal distribution channels for your type of products.

• The sustainability of your product is an add-on, creating additional value and attracting additional clients.

Common TO logo for sustainable hotels

Virgin HolidaysWinter 2008

First ChoiceWinter 2008

Green corner

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The Travelife Collection. A catalogue of accommodations certified with the Travelife label

5. Next step en follow-up

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Follow-up support and next steps

Follow-up programme

Online Training & formal exam Planning and Reporting International recognition and certificationMarket access support

Your road towards sustainability

Registered

Travelife Engaged

Travelife Partner

Travelife Certified

Stage 1. Travelife Engaged

Online training and exam for your sustainability coordinator.

Guidance on improving your sustainability performance.

Action planning tool

Reporting tool (towards Travelife Partner criteria)

Access to B2B Travelife Partner and Certified companies.

Management area Criteria theme

General operations Sustainability Management Legal requirements, Fair business practices

Office and retail operations

Labour practices and human rights (office and retail)

Environment (office and retail)

o Procurement o Water o Energy o Waste o Training and awareness raising

Community relations

Supply Chain Management

Transport Accommodations Excursions and activities Local partners and representatives Guides & group leaders

Destinations Destinations

Customers Awareness raising and motivation Customer rights

TransportTitle Action / Solutions R* O*

Coach

4.1 Certified TransportCollaboration with coach transport companies with environmental certification

√ √

4.2 Driving SkillsTransport providers are incentivised to implement a sustainable driving style by means of communication of the ´eco-driving´ technique or international equivalents.

- -

Less polluting transport to destinations

4.3 Transport to departure-pointSustainable (public) transport is offered to the point of departure for the international journey.

√ -

4.4 Transport to destination Sustainable transport to the destination is part of the holiday package or is offered actively as option.

√ -

4.5CO2 compensation

CO2 compensation is options are offered to the clients - -

4.6CO2 compensation CO2 compensation for the international transport is included in the

package price. - -

Transport in destination

4.7 Sustainable transport Suppliers and local agents are stimulated to offer sustainable transport for local transfers and excursions.

- -

4.8 BoatingSuppliers are stimulated to implement sustainable operations communicatingf Best Practice standards.

- -

CompanyAction Plan

Sustainability report

Planning and Reporting tool

.

Stage 2. Travelife PartnerAfter compliance with Travelife Partner standards

Travelife Partner award and logo

B2B featuring of your company and products to all other Travelife member companies.

Improving and reporting towards Travelife Certified level (more criteria, more obligations)

Travelife Certified standard

Based on:

ISO 14001 - Environmental management

GRI - Global Reporting Initiative, tourism supplement

GSTC - Global Sustainable Tourism Criteria

ISO 26000 - Corporate Social Responsibility Guidelines and principles

Stage 3. Travelife Certified

On-site audit to confirm Certified level.

Use of “Travelife Certified” logo in your promotional materials and website(s).

International promotion of your company for its excellent sustainability achievements.

Mr. Taleb Rifai, General Secretary UNWTO, hands out “Travelife Certified” awards to TUI Netherlands, SNP Nature

Travel and Kuoni Specialists.

Contribution (for Partner Recognition

You will receive an invitation with the details

You are already registered for engaged level under travelife.info

Company size< 50

FTE’s

50 - 200

FTE’s

200 - 400

FTE’s

Yearly contribution € 150 € 200 € 300

Next steps Defining the Travelife Partner standard. You will receive access to the formal training, exam and

reporting tool. Guidance, coaching and follow-up workshops You are already registered for engaged level under

travelife.info

Day 2 SummaryImplementing a sustainability management system

The 6-step approachDeveloping a policy

Communicating your policyAction planning and implementation

Marketing sustainabilityGreenwash

Sustainability USP’sDistribution channels

Next steps & on-going support

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Thank You&

Good Luck !

[email protected]

In case you need further help

sustainability management for tour operators

Documents

sustainability usps6at

company sustainability

end of day

action plan session

safety management practices

marketing sustainability4

programme day twosession

companys values