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All posts tagged Conscious Travel

As predicted earlier, the buzzword “du jour” in tourism is fast becoming transformation. Its predecessor, sustainability, has through over and mis-use become meaningless and ineffective lacking the capacity to lift hearts, inspire hope and, ironically, sustain action. I am delighted but also very concerned.. Here’s why.

New buzzwords are favoured by a sector that, by its very nature, has to focus on quick fixes to short-term problems and thrives on novelty. Tourism is a phenomenon run by marketers and there is a good reason for that. Its suppliers sell dreams and fulfill fantasies. The customer cannot experience the “product” prior to its consumption. Hosts must defy gravity and inertia to lift their customers from their armchairs to a place far from home by stimulating desire and imagination. Hosts must paint pictures that trigger a desire strong enough to generate a “click,” then a booking and sustain interest and enthusiasm through the rigours and unpleasantries of passage to the source of the anticipated experience.

In my forty-four year career, I have observed first-hand how marketers have progressed from one promise to another as their customers became more sophisticated in their needs and demands. While I like to look forward, sometimes an understanding of context and history can be helpful.

Read the full article here.

 

By Anna Pollock from Conscious Travel

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November 02 2015 – Anna Pollock, Founder of Conscious Travel, was invited to create a context document that could help identify, promote and support social entrepreneurship within a rapidly changing tourism and hospitality sector. The Conscious Travel Approach articulates an emerging form of community-driven, responsible tourism Jeremy Smith Read more.

I was equally surprised, delighted and impressed that Mr. Ehlers introduced the term “Turismo Consciente” as the theme of our deliberations today because, quite independently of Mr. Ehlers, I put together the words “conscious” and “travel” in my own thoughts and writings just about two years ago. I had been developing a community – based program called Places That Care. Frustrated at the slow speed with which the tourism industry was adopting sustainable practices, I was looking for evidence that a market might exist for providers who took responsibility for protecting the natural and cultural environment on which they depended. I came across a significant body of international research – not in tourism, I might add – that showed how many consumers were responding to the fateful events of 2007 – 2008 when the global economy fell on its knees. The recession accelerated a shift that had begin in the late 70s in which a growing segment of the population had decided that “mindless consumption” wasn’t for them. A snippet from a report by Ogilvy and Mather jumped out at me:

 

It is an undeniable fact: The recession has created not only a universal sense of anxiety and fear, but a greater level of consciousness across all ages and genders. We can’t go back. We have heightened our perception; we are awake, aware and alert – whether we like it or not.

 

As I associate the state of being awake, aware and alert with being conscious, you can imagine my curiosity peaked upon discovering another research study, conducted quite independently, that described a new, post –recessionary consumer as being a Conscious Consumer. Not long after that, I was introduced to the groundbreaking work of some very successful business men and women (owners and senior executives of companies such as Whole Foods, Southwest Airlines, Amazon, Google, Patagonia etc) who were calling themselves “Conscious Capitalists” and I began to imagine what a “conscious traveler” might look like. I created the blog Conscious Travel to share these observations; to sense what reaction they evoked and to create a space where the concept could incubate and develop.

In my mind, the concept of Conscious Travel has three forms: by Anna Pollock. Read More.

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