Sustainable travelers are an important market for the travel and tourism industry. Research findings show that 60% of travelers have taken at least one sustainable trip in the past 3 years. Sustainable travelers spend more on trips compared to other travelers, with the average trip expenditure being $1,749 compared to $1,154 for other travelers. Sustainable travelers are more frequent travelers who stay longer at destinations and consider sustainability as a key factor in choosing destinations. They rely heavily on word-of-mouth and online research for trip planning. This research highlights the economic opportunity for the industry to attract the sustainable traveler market through authentic storytelling and honest, purposeful branding aligned with social and environmental values.

1. 2016 Sustainability in
Travel & Tourism
THE SUSTAINABLE
TRAVELER
December 2017#SustainableTraveler
MANDALA RESEARCH
DESTINATION BETTER &
THE CONSCIOUS CONNOISSEUR
PRESENT

2. #CaughtDoingBetter
HOUSEKEEPING
Use chat window for questions & comments
Will be recorded
Link to slides provided later, so enjoy!
Tweet your comments
#SustainableTraveler

3. Barbra Anderson
Founding Partner
Laura Mandala
Managing Director
Y O U R H O S T S
Tara Nolan
The Conscious Connoissuer
#SustainableTraveler

4. Agenda – order needs to be
corrected, then update canva and ppt
What is “Sustainability”?
How we got here
Research findings
Field Proof: Sustainable Travel International
Field Proof: US DMO Examples
How to apply – his 5 things
5 Things You Can Do Today
Q&A
Let’s Stay In Touch!
Defining Sustainability in Travel and Tourism
Sustainable Traveler Research Findings: who they are, what they seek, how they book
Why This Data Matters
Building the Business Case
Shaping Communications to Attract the Sustainable Traveler
Q&A
Resources
AGENDA
#SustainableTraveler

5. Barbra Anderson
Founding Partner
#SustainableTraveler
We help organizations discover their social, environmental and wellness
opportunities to enhance their brand and profitability.

6. Visual: Companies: Language A, Governing Orgs:
Language B – travelers are speaking in Language
C
Definition: Add People Planet and Profit

9. 60%
of all travelers have
taken
at least one type of
sustainable trip
in past 3 years
ECOTOURISM
51%
GEOTOURISM
47%
ETHICAL TOURISM
31%
COMMUNITY-
BASED TOURISM
48%
VOLUNTOURISM
38%
SOCIAL ENTERPRISE
TOURISM
33%
AGRITOURISM
32%
SUSTAINABLE
TOURISM
30%
Nearly 90% of all travelers were aware of at least one type of sustainable trip.
And 60% had taken one such trip in the past 3 years.
% Participating in Trip Type Within Past 3 Years
In the past 3 years, how many trips that were 50 miles or more away from your home, if any, would you describe as a
trip taken for the following reasons?
How Sustainable Travelers Self-identified

11. The Research
The Role Of Sustainability in Travel and Tourism - 2016

12. Mandala Research
• About Mandala
Research
• Laura Mandala
Laura Mandala
Managing Director
A trusted market research firm that offers a diverse range of
travel market research products and services - along with expert analysis -
to Fortune 500 companies, non-profit organizations, and government agencies.

13. RESEARCH PARTNERS LEAD SPONSOR
OTHER SPONSORS

14. Objectives
• Examine traveler expectations, definitions of sustainability, and propensity to visit destinations
and support travel companies that contribute to the social, environmental and economic well-
being of host communities
• Take a closer look at all key components of sustainability, specifically, environmental, social,
cultural, economic and governance
• Demonstrate the role of travel and tourism in protecting the environmental, economic and social
fabric of destinations globally
• Collaboratively engage the industry to generate the most in-depth and insightful analysis on the
value, demand for, and return on investment of sustainability
Research Background and Objectives
Background
Sustainable Travel International partnered with Mandala Research and Destination
Better to undertake the first investigation of how travelers make decisions based on
sustainable practices and commitments and their economic value to the travel
industry

15. Research Methodology Details – reduce to check marks
15
Design: online self-administered survey
Sampling: Nationally representative sample; recent travelers with excursions 50+
miles from home that included at least a one-night stay
Data: January 26th and February 3rd 2016
Total Sample Size N=2292
- Sustainable Travelers N=1375
- Other Leisure Travelers (all others) N=917
Demographically representative to US census on age, gender, income, region and ethnicity
18 and older; screened for specific qualification criteria including recent travel
behavior.

16. *Leisure Travelers: Travelers who have taken at least one trip in the past 12 months for pleasure, vacation or personal
purposes within the U.S. that was 50+ miles away from home one-way OR where the traveler spent at least one
overnight and have shared or sole responsibility for travel planning.
**U.S. Census Bureau, 2015 * Significantly higher at 95% confidence interval
Sustainable Travelers: A Big Opportunity
U.S. Adult Population
(247 million)**
Sustainable Travelers
(105.3 million)
Leisure Travelers*
71%
(175.5 million)
Non Leisure
Travelers
29%
Sustainable
Travelers
60%
Leisure
Travelers
(All Others)
40%

17. Of all the trips you have taken over the past 3 years, which of the following statements best applies to those trips?
(Please select one). N=2292
Sustainable Travelers are significantly more likely to factor sustainability into
destination selection
* Significantly higher at 95% confidence interval
28%*
25%*
16%*
16%*
15%
4%
4%
7%
11%
74%*
The sustainable practices at the destination were a key
reason I chose to take the trip
The sustainable practices at the destination helped me
choose between potential destinations
I sought out sustainable practices, but they were not a
factor in choosing between destinations
I participated in sustainable practices simply because
they were available
None of the above
Sustainable Traveler
53%
I took one or more trips where:
Sustainability as a Driver of Destination Choice

18. Sustainable Travelers are more frequent travelers and are more likely to
travel for business and travel internationally
3.3
1.4
1.1
3.0
0.6
0.2
Pleasure Business International
Mean number of Trips
Sustainable Travelers All Others
Among those who took a business trip:
61% of Sustainable Travelers took “more than one”
compared to 45% of All Other Travelers.
Of Sustainable Travelers who took an international trip:
21% took 4 or more
compared to 4% of All Other Travelers.
Thinking of all the trips you have taken away from home of at least 50 miles one-way OR where you spent at least 1 overnight in the past 12 months, approximately how many of these trips were for each of the purposes listed below? N=2292
18
Thinking of all the trips you have taken away from home of at least 50 miles one-way OR where you spent at least 1
overnight in the past 12 months, approximately how many of these trips were for each of the purposes listed below?
N=2292
Sustainable Traveler Frequency

19. Accommodations $499* $385
Airfare $324 $192
Dining $230* $174
Shopping $192* $78
Recreation / Entertainment $169 $132
Transportation / Parking $142* $96
Groceries / Snacks $113* $65
Rental Car $79 $31
How much did you spend in each of the following areas during your most recent [sustainable / leisure] trip (in U.S. Dollars)? Please include spending on activities that you paid for, even if they were for other people N=2292
Sustainable Travelers spent significantly more money on accommodation, dining, shopping, fuel, and
groceries. The total average spend for these travelers was $1,749 compared to $1,154 for All Other
Travelers, a 41% difference.
19
* Significantly higher at 95% confidence interval
Amount Spent on Most Recent Trip
Average Amount Spent
Sustainable
Travelers
All
Others
$1,749*
$1,154
Sustainable travelers
All others
Total Average Amount Spent on Last Trip
Sustainable Traveler Spending
With whom did you travel on your most recent [sustainable / leisure] trip?
How many people were in your immediate party on this trip? N=2292

20. 6%
17%
19%
28%
22%*
8%*
10%*
23%*
24%
25%
16%
3%
14+ Days
7-13 Days
5-6 Days
3-4 Days
1-2 Days
Daytrip
Trip Length
Sustainable Travelers All Others
Thinking about your most recent [sustainable / leisure] trip, how long was that trip?
On their most recent trip, Sustainable Travelers were significantly more likely to have spent 7 or more days,
33% compared to 23% for all other leisure travelers.
The most recent trip for All Other Leisure Travelers was less than 3 days 30% vs. 19%. 20
* Significantly higher at 95% confidence interval

21. 3.9*
1.1*
3.2
0.8
Adults Children
Mean Travel Party Size
Sustainable Travelers All Others
With whom did you travel on your most recent [sustainable / leisure] trip? N=2292
How many people were in your immediate party on this trip? N=2292
Half of all travelers took their most recent trip with their spouse or partner, but
Sustainable Travelers are significantly more likely to travel with friends.
Sustainable Travelers also have a larger average party size with 4 adults and 1 child
compared to 3 adults and 1 child.
* Significantly higher at 95% confidence interval
52%
24%
21%*
15%
14%
5%*
1%
51%
23%
12%
17%
18%
1%
2%*
Spouse / Significant Other
Child / Children (All Ages)
Friends
Alone
Other Family
Co-Workers
Other
Travel Companions
Sustainable Travelers All Others
Sustainable Traveler Companions
With whom did you travel on your most recent [sustainable / leisure] trip?
How many people were in your immediate party on this trip? N=2292

22. Travelers believe in shared responsibility
% of All Travelers Indicating Entity Owns
“Great Deal” of Responsibility
Local
Government
64%
Hotels
54%
National
Government
52%
Travelers
63%
Restaurants
49%
Airlines
35%
How much responsibility do you believe each of the following has for making sure that travelers and their trips do not harm
a destination’s people, environment, or economy? N=2292
Whose Responsibility?

23. 74%
Investing in training;
developing employees to
allow advancement of
career and community
contribution
Corporations and destinations can gain market share by addressing host community
needs and promoting local culture.
81%
Offering travelers
experiences that reflect
the unique character of
the destination
78%
Purchasing primarily
from local farmers
and producers
78%
Helping to
eliminate human
trafficking
77%
Implementing
initiatives that help
conserve natural
resources
79%
Educating
customers about
the unique features
of a destination
74%
Paying fair wages even
if they are higher than
other employers in the
area
78%
Reinvesting a portion
of its proceeds to
those in need in the
local community
Likelihood of choosing companies or destinations
In the past, how have the following impacted your choice of a travel company (such as a hotel, resort, airline, restaurant, or
tour operator) or destination? N=2292
% Very or somewhat likely to choose

24. * Significantly higher at 95% confidence interval
If a well-known, reputable travel company said it contributed to environmental preservation, supported local residents, and
made an effort to respect the cultures where it operates, how would you react to those claims? N=2292
How Travelers Perceive Claims Made by Travel Companies
who say they contribute to social and environmental
well-being of places where they operate
27%
Would
believe
claims fully
Opportunity:
• Tell authentic
stories
• Develop honest,
purposeful brands
65%
Would be
somewhat
SKEPTICAL

25. Word-of-mouth is the #1 source of information for all travelers. Destination
websites (excluding DMO sites), and general internet searches, are the next most
common research tools for travelers.
* Significantly higher at 95% confidence interval
35%*
33%*
30%*
21%*
19%*
17%*
17%*
16%*
15%*
15%*
11%*
8%*
8%*
5%
6%
25%
25%
19%
11%
8%
3%
7%
5%
8%
4%
5%
2%
2%
6%
30%*
Friends / Family Recommendations
Destination Websites (excl tourism office)
General Internet Searches
Online Reviews / Blogs (Traveler Generated)
Local Tourism Office Website
Social Media
Online Reviews (Official Destination Sources)
Information Mailed by Destination
Third-Party Travel Websites
Travel Magazines
Travel Agent
Newspaper Travel Section
Independently Published Reviews
Other
None of the above
Sustainable Travelers All Others
How did you research your last [sustainable / leisure] trip? N=2292
Where travelers research their trips

26. Google Maps
22%* 11%
19%* 8%
17%* 6%
17%* 11%
15%* 9%
13%* 8%
The top choice for help in planning and booking is Google Maps, used by
twice as many Sustainable Travelers
* Significantly higher at 95% confidence interval
Google Travel
12%* 2%
10%* 5%
9%* 2%
8% 5%
8%* 3%
8%* 3%
Sustainable
Travelers
All
Others
Which of the following websites, if any, did you use to help plan or book travel arrangements for your last [sustainable /
leisure] trip? (Please select all that apply.) N=2292
Websites used to plan or book travel
Sustainable
Travelers
All
Others

28. THE CONSCIOUS CONNOISSEUR

29. AGENDA
• Brands that nailed it
• How to find your
superpower
• Sustainable bragging
rights

30. BRANDS
THAT
NAILED IT

38. FIND
YOUR
SUPER
POWER

39. BRIEF YOURSELF (OR YOUR AGENCY)
Ambition: What are you trying to make happen for your product/brand? How
do you see success?
Identify the change task: What is the shift you want to make in the minds of
consumers and in culture? KPI’s?
Research: Leverage data to find your consumer & business insight. Who are
the people you need engage and what do they think of you today? What
specific business insights can you identify?
External Environment: What market place forces must you address? What
forces can you exploit?
BRAND CONSUMER CATEGORY CULTURE MEDIA

40. Role for Communications: What has to happen in the
hearts & minds of consumers to achieve your business
objectives?
Communications Platform: The strategic “glue” &
anchoring idea for all communications; leverages your
strongest insights.
ACTUALIZED THROUGH CREATIVE
CONTENT IN MEDIA
BRIEF YOURSELF (OR YOUR AGENCY)

41. REFINE YOUR ECOSYSTEM
➤ Media Behaviors: what
must media do to deliver on
your idea?
➤ Moments: what contexts do
you tap into to unify
how/when/where you
engage with your
consumer?
➤ Aspirational adjectives: 5
word to describe the kind of
experiences you want to
create
➤ Conventions to challenge:
what rules can you “break”?

42. SUSTAINABLE
BRAGGING
RIGHTS

43. TRANSPARENCY IS PRIORITY

44. MAXIMIZE TRANSPARENCY OF ASSETS

45. COMPREHENSIVE BRAGGING!

46. THANK
YOU

47. Complimentary
summary infographic
at
DestinationBetter.com

48. Barbra Anderson
Founding Partner
Laura Mandala
Managing Director
Y O U R H O S T S
Tara Nolan
The Conscious Connoisseur
#SustainableTraveler
DestinationBetter.com
MandalaResearch.com/reports/
TheConsciousConnoisseur.co