ITB Hospitality Day: Who is the Eco-Guest?
Berlin (May 1, 2009). Introduced and moderated by Ralf Grauel, author of "Brand Eins", a trends publication, this seminar session at the fourth "ITB Hospitality Day" focussed on attempting to define a relatively new customer to the hospitality sector, that of the eco-guest. Even in the current tough economic climate consumers are increasingly driven towards purchases that satisfy their particular understanding of sustainability. Hoteliers are reacting to this by the adoption environmentally sound business practices that conveniently enough often also make economic sense. Which is all well and good but defining this audience is not clear-cut.
Amidst the hedging of bets amongst panelists of what is the real definition of an eco-guest, Alberto Torres Gutiérrez, Marketing & Sales Manager of the newly opened Aguas de Ibiza hotel, a member of Design Hotels, has to be admired for at least attempting to have a go. The expected eco-guest at Aguas de Ibiza is "no stereotype but aged between 35 and 45 years, well educated and interested in getting to know the other side of Ibiza". With Ibiza`s roots being close to nature this "other side" to Ibiza is seen in the integration of new "green" technologies within the fabric of the hotel such that guests "may not see them but will feel them". It may be argued that as a new, standalone hotel it is slightly easier for Gutiérrez to define target groups.
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Juergen Maier,
American Express.
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The legacy aspect and wide variety of many older hotel and resort group properties means it is more difficult for them to make the changes required to attract this new target market. Consequently their interest in defining this audience is reduced.
"Where is the green?"
Other panelists struggled to reach a definition for the eco-guest of the future. Global organisation such as American Express and Ritz-Carlton Hotel Company, part of Marriott International, appear undecided. "Where is the green?" lamented Jürgen Maier, Director Membership Travel Services Germany & Austria, American Express International. In spite of research by American Express into the luxury sector that revealed travellers who demand knowledge, experiences, value and are conscious of their consumption, "we do not know the profile of this group," explained Maier. American Express does not see this audience as huge but recognise that it is growing.
The same goes for the Ritz-Carlton Hotel Group where no specific demographic has emerged as a result of their "Give Back Getaways" programme launched in April 2008. In the programme hotels partner with a local community organisation who benefit from the connection and direct advantages of the programmes that address a variety of issues including hunger, poverty, disadvantaged children and the environment. Ritz-Carlton benefit from the interest of around 50% of guests and the associated media coverage. All 72 Ritz-Carlton hotels run at least one such programme.
"Doing good has to be done well."
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Alberto Torres
Gutiérrez,
Aguas de Ibiza.
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That there is as yet no clear demographic is in part due to the relatively modest numbers of participating guests to date at just 600. And if Sue Stephenson, Vice President, Community Footprints was rather coy when it came to mentioning this figure there should be no reason because at least Ritz-Carlton are doing something. They should be applauded for it just as much as they should promote their success, if for no other reason than to put pressure on their competitors.
However limited the take up, there are at least 600 more individuals who have given something back than before. Many more are needed if the hotel sector is to make the most of its opportunity to show people new and different ways of living that can truly make an impact in the environmental sphere. Stephenson goes some way to explaining the gently-gently approach with the statement, "Doing good has to be done well."
Which begs the question is the eco-guest only interested in or of interest to the luxury hospitality sector? For Marc Aeberhard, Chairman of the Board and Owner's Representative of Frégate Island Private, the uber-expensive and predictably exclusive island resort in the Indian Ocean the case is clear-cut. "To do it you need to be able to afford it. Only the luxury industry can do it", he stated. Clearly this is not the case and one only has to look at the actions of Scandic and Rezidor in particular to see mid-market hotels with strong environmental programs that undoubtedly have a greater impact purely in terms of guest numbers.
No hotel, but a nature reserve
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Sue Stephenson,
Ritz-Carlton.
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Nevertheless Frégate Island is be lauded for its aim to return the island back to its original state and becoming in the process a sanctuary for many species close to extinction. "We are not a hotel but a nature reserve", Aeberhard explains. And they go about the promotion of their green credentials in a subtle way in keeping with their exclusive image. "It`s a given. We don`t sell the idea. It`s a question of respect. The birds for whom we are providing a habitat have been here since whenever and we don`t want to exploit them", explains Aeberherd of a similarly subtle down-playing of the "green card". He is also understates his definition of the target group, "It is difficult to profile our guests. (However) we do see a new generation that are better educated regarding global responsibility".
Other panelists saw that the traditional sense of luxury, as the accumulation of material things, was changing. Andrew Harding, founder of niche eco-travel marketing organisation Nature & Kind explains that "traditional notions of luxury have a declining value and as we move from conspicuous to conscientious consumption the demand for a real quality of experience is increasing". Harding sees that the future of eco-tourism relies on it being low-impact and following a "less is more" philosophy where travellers are prepared to pay more for an immersive experience than merely a pampering one.
3 out of 30 people actually do something
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Marc Aeberhard,
Frégate Island
Private.
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Having identified that the eco-travel market was highly fragmented, Harding established Nature & Kind as link between prospective guests and the multitude of specialist owner/operators and their tour operators and travel agents. "Our job is to raise the profile of these niche players and encourage direct bookings," he explained.
"There is a danger when operators become too reliant on their green credentials", Harding warned. "People are 'light green' in practice and also want relaxation, service, style and design from their holiday experiences", he continued, "Ecology is more of a dinner table topic." This follows the 30:3 `rule` which proposes that of 30 people who say they will do something to help the environment in their travel planning, the reality is that only 3 actually do something about it. One of the difficulties in defining the eco-guest is that the same consumer can be "green" one day and hedonistic the next. The desire is there but not the will to stick to it.
A few broad nationalist generalisations were made in the course of defining the eco-guest. "We see a culture difference between the UK and US as a societies of philanthropy compared with societies in continental Europe (where this not such a feature)", explained Stephenson of a trend Ritz-Carlton have noticed within the broad uptake of environmental awareness across the globe. The Anglo-Saxons being more used to "giving" as they come from a less socialist-biased political environment.
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Andrew Harding,
Nature & Kind.
photos: map
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Similarly, Aeberherd saw that "those of Celtic origin, the Germans, British and Scandinavians, are closer to nature than those of Romanic origin, Spanish and Italian". To avoid alienating a prospective audience, Aeberhard, quickly added that within a few years everyone will have caught up. Irrespective of the question of definition, leadership such as that shown by Nature & Kind is what is required. It is a shame that both Ritz-Carlton and Frégate Island are reticent in talking up their achievements as the more role models we have the better.
Defining the eco-guest of the future is difficult because of the newness of the topic, the fact that most guests have inconsistent patterns of behaviour and increasingly every traveller is more environmentally aware anyway. The only thing certain in profiling this guest is that there will be more of them as environmental concern spread. Furthermore it is to be hoped that the options available to all travellers continue to become "greener". Ultimately every guest will be an eco-guest. / Guy Dittrich
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