Archive | February, 2011

Is Conscious Travel for YOU?

If you are a provider of an attraction, activity, tour, spa, restaurant dependent on out-of-town visitors or a small boutique hotel, of if you operate an event then Conscious.Travel is for you.

If you are concerned about your financial future plus the economic vitality, cultural aliveness and environmental health of your local community, then this movement is for you!

Your future prosperity depends on waking up to the fact that, while you’ve been giving your customers happy memories to take home, the world has changed. So you have to change, because…..

  • The Game let alone the Rules Have Changed (it’s a real Paradigm shift this time!)
  • The old industrial model is dying and producing diminishing returns.
  • Your customers have changed – their values, their buying behaviour and their needs
  • Marketing has been turned upside down
  • Traditional distribution channels are no longer effective
  • Technological innovation will continue to outpace our ability to deploy
  • Public sector funding is drying up
  • Operator/wholesalers catering to a mass market will stiffen their pressure on you to reduce prices. (they have no choice)
  • New entrants to our sector are out smarting you
  • You need to build a sustainable, profitable business

But ours is not a negative message. On the contrary, Conscious.Travel is about creating a better, richer, more vibrant, sustainable and profitable way of doing tourism that harnesses its power as a healing agent and celebrates the uniqueness of people, cultures and ecosystems.

The Social Media Revolution

Conscious Travellers are affluent, well educated and above average users of social media.

The screen they most frequently watch is the one of their phone, followed by their PC.

They are active and on the move and you’d better be prepared to converse with them in the form they want, wherever they are!

All Business Is Social

Many travel companies and destinations view Social Media as the “next big thing”, “the next must have” or the “next budget item” and fail to undertand that the shift is so much deeper.

The current state of “social media” for many businesses looks more like an episode of MacGyver than Apple’s design process. Duct tape and bubble gum hold together fragile tactics such as Twitter accounts run by the summer college intern (nothing against college interns) or agency-generated Facebook fan pages that have few actual fans.

This is not how any design process begins. It’s not a purposeful or intentional act of originating and developing a plan for a product, structure, system, or component. It’s a reactive fragmented approach that may achieve short-term results for marketing but usually ends up living in isolation (a social media department). Source: David Armano Blog

Truth is we are moving (some might argue, we have moved) from a product to a human centric view of the universe recognising that business is first and foremost about relationships that may lead to transactions and not the other way round.

All business and all marketing is social and a failure to design your entire business around this fact will generate partial results and render you less competitive.

Take 5 minutes to watch this video from Danish firm Leader Lab. Fortunately, ┬átheir choice of music won’t blast your eardrums either!

Leader Lab Video


%d bloggers like this: