Archive for the ‘Marketing’ Category

La pequeña empresa turística no maximiza las posibilidades de marketing de sus acciones de sustentabilidad, porque hasta ahora no ha entendido que ser sustentable y comercial pueden ser simbióticas. En esta presentación (powerpoint y voz de 40 minutos) presento cinco elementos de marketing básicos y explico que está ocurriendo en mercados internacionales y como la PYME puede actuar, con inversiones de tiempo y fondos mínimas. Esta presentación fue dada en Valparaíso, Chile, el 14 de Junio de 2012 en el marco del XVI Encuentro Empresarial.


Paso 1. ¿A quién se lo voy a decir? No entendemos el impacto que la sostenibilidad de los productos y prácticas empresariales responsables y pueden hacer sobre la demanda, porque estamos haciendo las preguntas equivocadas y análisis miopes.

Paso 2. ¿Por qué se lo estoy diciendo? Debe tener claro qué respuesta o cambio de comportamiento está esperando de sus clientes.

Paso 3. ¿Qué digo? Sea claro acerca de la impresión de que desea crear

Paso 4. ¿Dónde puedo decir? Integre la sostenibilidad como parte de la calidad a través de los canales en los que ya utilizan.

Paso 5. ¿Cuándo le digo? Se hace marketing todo el tiempo. Ayude a los clientes a tomar decisiones informadas.


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The Green Marketing Toolkit with Welsh examples is now available. This document collects the experiences of a number of companies in marketing and communicating their green credentials, usually with small budgets and tentatively, to see what impact it will have. We aimed to capture what small firms can do when they get inventive and share their passion for sustainability.

All too often we have found that companies are scared of telling customers about their sustainability work, thinking it will be seen as greenwashing. This report provides many easy to follow examples to show there are opportunities for every company, regardless of their size or practices, to engage its customers.

DOWNLOAD THE WALES REPORT commissioned by VisitWales

DOWNLOAD THE ENGLAND VERSION the original 2010 report commissioned by VisitEngland and its Regional Tourism Partners

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As increased stakeholder pressure requires companies to be transparent about their CSR practices, it is essential to know how reliable corporate disclosure mechanisms are. This study benchmarks CSR policies and practices of ten international hotel groups of importance to the European leisure market.

We found that corporate systems are not reflected on operations, environmental performance is eco-savings driven, labour policies aim to comply with local legislation, socio-economic policies are inward looking with little acceptance of impacts on the destination, and customer engagement is limited. Generally larger hotel groups have more comprehensive policies but also greater gaps in implementation, while the smaller hotel groups focus only on environmental management and deliver what they promised.

Why was Accor top and Hilton so low down, and what are the consequences of tour operator suppliers (Riu, Barceló, Iberostar) being at the bottom?  DOWNLOAD THE REPORT HERE

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 Meeting Professionals International (MPI) has commissioned my team to manage a three year study into the importance and value of corporate social responsibility (CSR) to the meeting and event industry.

This study, the most comprehensive of its kind ever undertaken, intends to bring new insights into how the meeting and event industry can build a sustainable future through best practices. As part of this study, we will be surveying 37,000 meetings, conference and congress organisers, promoters, buyers and clients- the largest CSR survey of its kind.  The overall goal is to produce a detailed report against three core areas defined as external environment, industry engagement and consumer demand.

For a long time I have been saying that we place to much emphasis on leisure tourism, and we ought to focus on business travel- the conference, conventions, meetings and more broadly events industry are well placed to test whether sustainability certification and requirements for corporate disclosure on CSR are now a well established requirement to trade, and how this trend is evolving globally- studying all of MPI’s membership base, over three years, provides a wealth of data never compiled under one study before. (more…)

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I’ve been working with Fáilte Ireland now for nine months to prepare their Green Marketing toolkit, which I am proud to see come out today.  The main text already existed for the VisitEngland original document (who has licensed Fáilte Ireland  and VisitWales to have their own versions created).  The Wales version willl come out shortly.

The main effort in Ireland has been identifying case studies. You might think this would be an easy task. Oh, no. Companies in England were shy to talk about their sustainability credentials, and in most cases we found poor examples of management speak in their websites. But finding companies in Ireland was much harder. For a start, our remit was to work with primarily environmentally certified firms- Green Tourism Business Scheme, Green Hospitality Awards, EU Flower, Greenbox primarily. What we found is that most certification programmes pretty much ignore the green communication requirements, focusing almost exclusively on ecosavings management. These should be the firms that can confidently communicate their credentials, but weren’t.

The work for Fáilte Ireland has included face to face group training, writing over 50 individual reviews of accommodation businesses websites on their sustainability communications, and the interviews with businesses that led to this last report. To select the 30 case studies in this document, more than 60 interviews took place, trying to find an angle on how those businesses did something relatively easy for others to learn from and copy, with a small budget.

View the interactive pdf online or Download the pdf.

I am now now completing the VisitWales version of this same document, these two new versions (Ireland and Wales) are licensed by VisitEngland.

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60 tourism and hospitality businesses in South Kerry, Ireland, have today received personalised 4-5 page reviews on how they can get their websites to communicate their sustainability credentials.

If you are one of these businesses, learn what to do next with the support materials we have prepared for you-  Read the report and Watch the video

Fáilte Ireland has contracted the International Centre for Responsible Tourism to support tourism companies to learn how to make use of their sustainability work for marketing purposes- we have started with these reviews of Green Hospitality Award and Green Tourism Business Scheme certified companies, and will continue supporting Fáilte Ireland throughout 2011 with a mentoring scheme and a country-wide report highlighting simple and achievable good practice examples of sustainability marketing and communications.

The collaboration started already in October 2010 when I run a short course for 40 enthusiastic South Kerry businesses. During our short training event we reviewed the key aspects of how to think diferently about marketing sustainability, and the steps each business can take. The presentation aimed at inspiring these businesses to do more, but also I was looking for Irish case studies to incorporate into a new manual for Failte Ireland on this subject.

You can download that presentation here- Xavier Font Marketing your sustainability credentials

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Well done to the South Downs National Park and Collabor8 for bringing together tourism busineses that have their heart in the right place. I very much enjoyed our evening workshop on the business case for responsible tourism, and I look forward to our next event.

Participants to that event can now:

Font RT marketing South Downs

Read the report

Watch the video

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