sustainable tourism marketing

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Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media Contenidos: Geotourism: A Unique Commitment From A Unique Media Company Geotourism and The American Traveler 55 Million American Geotourists Down Payment on the Future Geotourism and Today’s Traveler Hotels Are Working to Protect the Environment Destinations Are Working to Support and Sustain Local Economies Destinations Are Working to Promote Indigenous Culture Awareness is Key Tailor-Made for Your Message National Geographic Society: Vital to Today’s Consumer NationalGeographic.com – Vital to CONNECTING to the World National Geographic Magazine – Vital to UNDERSTANDING the World National Geographic Kids – Vital to LEARNING ABOUT the World National Geographic Traveler – Vital to EXPERIENCING The World Pioneering the Future of Travel Reporting on Destinations of Distinction Devoted Editorial for Sustainable Travel Informing Readers About Responsible Travel Efforts Tapping Into Reader Passions Marketing Destinations With Geotourism Practices Creating Signature Travel Experiences Intercontinental Hotels & Resorts: “Photo Contest” Puerto Rico Tourism: Customer Engagement Peru Tourism: “Pack Your Six Senses” Mexico Tourism: “Mexico Unexpected”

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  • Sustainable Tourism Marketing
  • A Passion for Excellence Geotourism: A Unique Commitment From A Unique Media Company Travel that sustains or enhances the geographic character of the place being visited its environment, culture, heritage and the well-being of its residents
  • Geotourism and The American Traveler
    • Top of mind since 2001
    • Landmark Study: Geotourism: The New Trend in Travel
    • Conducted by TIA and National Geographic Traveler
    • First look at travel behavior and beliefs of US travelers
  • A Passion for Excellence 55 Million American Geotourists
    • Sustainable tourism reflects the values of todays travelers:
      • Crave authentic experiences
      • Support travel experiences that are true to a destination
      • They reward the companies that protect the environment and indigenous cultures around the world
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
  • A Passion for Excellence Down Payment on the Future
    • 35% of all US travelers select a company that makes specific efforts to sustain the environment or the indigenous culture
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
  • A Passion for Excellence Geotourism and Todays Traveler
    • More than half (52%) are aware of at least one practice used by travel companies with the goal of protecting or preserving natural resources
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
  • A Passion for Excellence Hotels Are Working to Protect the Environment
    • 50% of all travelers believe that use of energy efficient lighting, heating and air conditioning systems will help preserve natural resources . . .
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
    • 46% of all travelers feel that travel companies should use natural cleaning products in order to help protect the environment
  • A Passion for Excellence
    • 45% of all travelers feel that opportunities to take guided tours of local historic sites and neighborhoods will help preserve cultural identity and sustain local communities
    Source: Geotourism Study Conducted by TIA and National Geographic Traveler, 2006 Destinations Are Working to Support and Sustain Local Economies
  • A Passion for Excellence
    • 43% of all travelers say that companies offering local cuisine will help to sustain authentic local culture
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006 Destinations Are Working to Promote Indigenous Culture
  • A Passion for Excellence Awareness is Key
    • 58.5 million (38% of all travelers) say they would pay more to use a travel company that makes efforts to protect the natural environment
    • The majority would pay between 5% and 10% over existing prices to such companies
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
  • A Passion for Excellence Tailor-Made for Your Message
    • National Geographic Media provides the right environment and a receptive audience
    • Ability to reach and influence aware consumers
  • A Passion for Excellence National Geographic Society: Vital to Todays Consumer
    • Giving more than 100 million people worldwide the tools to:
      • Understand
      • Experience
      • Learn about
      • Explore
      • Connect with
      • And see . . .
    • The World Around Them
  • A Passion for Excellence National Geographic Channel Vital to SEEING the World Featuring innovative and contemporary programming of unparalleled quality that pushes the boundaries and takes you as far as you can go. Launched in January 2001, the National Geographic Channel has had the distinction of being both the fastest growing network in distribution as well as the most rapid in ratings growth. Dare to Explore
      • 63 million viewers
      • Median HHI: $52,000
      • National Geographic Channel On Demand in over 30 million homes
    Channel Audience Highlights Source: Nielsen Media Research
  • NationalGeographic.com Vital to CONNECTING to the World NationalGeographic.com serves a vibrant, engaged visually oriented audience of high-income, highly educated consumers eager to connect and interact with the world around them. Our award-winning content includes daily news as well as thematic content and individual brand/genre sites.
      • 14 million unique visitors per month
      • 80 million page views per month
      • Engaging consumers through online content, podcasts, newsletters, video streams and more
    Website Highlights Connecting Our Audience to the World
  • National Geographic Magazine Vital to UNDERSTANDING the World National Geographic is the worlds magazine, providing a distinct perspective on the planet through compelling photography and writing: It creates both an intellectual and emotional connection, inspiring readers to care and make a difference in their own lives, in the lives they influence and in the lives around the world.
      • Rate Base: 5 million
      • Readership: 31.6 million
      • National Geographic has been a finalist or winner in the ASME National Magazine Awards general excellence category every year since 2002
    Magazine and Audience Highlights Source: MRI Spring 2009, December 2009 ABC Statement The Worlds Magazine
  • National Geographic Kids Vital to LEARNING ABOUT the World Exciting Kids About Their World
      • Rate Base: 1,325,000
      • Readership: 5.5 million
      • The largest magazine in the kids category, and ranked in the top 5 for circulation growth among all consumer magazines in past 2 years
    Magazine and Audience Highlights National Geographic Kids delivers editorial as diverse as each reader that is interactive, engaging, informative and just plain fun. Each issue has an appealing mix of articles on wildlife, entertainment, science, technology, extreme sports, adventures amazing kids and world wonders. Source: MRI Spring 2009, December 2009 ABC Statement
  • National Geographic Traveler Vital to EXPERIENCING The World The ONLY travel magazine that covers all travel, all the time, is number one in reaching travelers who are passionate about experiencing the world. And because we devote nearly 90% of our editorial to the pursuit of leisure and cultural travel, more than 7 million readers consult our pages for the latest on where to go, what to do and how to enjoy it best.
      • Rate Base: 715,000
      • Readership: 7.7 million
    Magazine and Audience Highlights All Travel, All the Time Source: MRI Spring 2009, December 2009 ABC Statement
    • National Geographic Traveler has long held an editorial commitment to sustainable tourism and raises awareness of its importance.
      • Annual Places Rated issue Nov/Dec
      • Devoted editorial on sustainable travel: Dedicated Geotourism editor, Destination Watch column
      • Travel to a Better World marketing program
      • Geotourism Reader Panel
      • Regional Geotourism map guides of sustainable tourism sites
    Pioneering the Future of Travel Reporting on Destinations of Distinction
  • Devoted Editorial for Sustainable Travel National Geographic Traveler reports on destinations of distinction and character, and support efforts to keep them that way believing that to enhance an authentic sense of place will benefit travelers and the locations they visit. Keith Bellows Editor, Vice President
  • A Passion for Excellence Informing Readers About Responsible Travel Efforts
    • Travel to A Better World Marketing Opportunities
    • Special advertising section with Rainforest Alliance
    • Platform for companies who have demonstrated a commitment to sustainability and the natural environment
    • New advertising opportunity special secti

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