"Marketing Ecolodges in an Ecological,
Ethical & Effective way"
by Antonis B. Petropoulos
This is a work in progress based on an online Presentation at
the Responsible Tourism Marketing One Day Conference
16 January 2009,
International Centre for Responsible Tourism, University of Leeds, United
Kingdom.
With the world economy and society in
a precarious state that reminds us in so many ways of the
1930s, and a world that urgently needs to change its course
so as to avoid irreparable environmental damage, we must
remember the famous Gandhi quote from that era “be the
change you want to see in this world”. But Gandhi also said
that “Happiness is when what you think, what you say, and
what you do are in harmony”. These two elements, taking the
initiative to work for progressive, constructive change, and
being persistent and consistent in theory & practice –
practicing what you preach - are the cornerstones of
ethically promoting ecological & responsible travel in an a
effective manner.
This article is aimed at briefly
presenting the art – because it is a more of an art rather
than a dry science or business – and the urgent need to
promote small, eco-friendly accommodation facilities around
the world, rather than unsustainable, but increasingly
green-washed, coastal mega-resorts, condominiums, golf and
holiday home developments, frequently funded through shady &
corrupt deals and even money laundering.
Ecolodges:
Ecolodges are small,
low-impact, family-owned (local or expat it does not matter
in my view) or community-owned, accommodation and sometimes
also providing local tours, that meet and diffuse
ecological, social & cultural criteria to their local
society, and in so doing, become beacons of sustainability
and real progress in poverty-stricken resource-poor rural
areas (but even in inner cities), areas threatened by
neglect, injustice and the extremism that these breed. There
are no precise figures on their numbers, however based on
the right of...self-determination there are around 3,000
lodges that define themselves as Ecolodges worldwide, out of
which a fifth (rough guesstimate) fully follow ecotourism
principles such the five key ones that we use, and which
are:
-
minimising their own environmental impact
-
funding or actively engaging in environmental conservation
-
reducing poverty
-
respecting human rights (including employee rights)
-
promoting environmental & cultural knowledge & intercultural
understanding
Markets & Marketing:
Seeking a
relevant, 21st century content for marketing, in a situation
of world markets & neo-liberalism collapse, we should
consider a broader meaning for the word “market”, looking
back to the time when the market (still called agora in
Greek) was the same place and the same thing as the forum,
the roman forum and the ancient greek agora, inextricably
linked with politics, culture, the community. It is no
longer relevant to analyse the market as nothing more than
the classical textbook interaction of demand and supply, of
consumers and producers, hoteliers and guests. And this is
why the expression “tourism product” or worse “ecotourism
product”, is something dated, certainly to be avoided when
talking to prospective guests. We must rather think and
express ourselves in terms of experience, pleasure, personal
and societal benefits, interpersonal relations, and human
development. Today’s marketer, whether advertising something
concrete like eggs or milk or something abstract like a
life-changing trip, has to be politically aware and
culturally sensitive, to have grasped and accepted the
deeper meaning & use of social & environmental
responsibility, personal and corporate, which is much more
than a gimmick to increase sales and win awards. The eco &
ethical marketer must make their ideological position clear
at the outset, even at the risk of some ‘clients’ running
away scared. This is a market, where money does not buy
everything. Recently I was asked to explain to an agent of a
coastal condominium developer in a developing country, why
we could not promote them.
To the common 4 p’s of
marketing (product, place, price, promotion) we must add at
least three more p’s: partnerships, politics and progress,
as we are dealing with a peculiar type of tourism which
tries – in the face of cynicism - to make the world a better
place, one journey at a time. While Tourism Marketing deals
with “Anticipating Change”, Ecotourism Marketing and
Responsible Tourism Marketing also deal with “Initiating
Change”. When we talk about the Ecotourism Market, we are
not talking about a small niche, but rather, about the
rapidly growing green market, the emerging green economy and
a possible Green New Deal, that can generate many and
meaningful jobs and increase international understanding &
tolerance in an increasingly polarised world, by harnessing
cheap communications, green technology, cheaper and
hopefully greener forms of travel.
How does marketing an
Ecolodge differ from marketing an ordinary Lodge? In two key
respects – firstly, the Ecolodge is not just a place to stay
but part of the attraction, even the attraction itself. The
reason is, and this is the second respect, that the audience
is different. An Ecolodge naturally attracts a more
environmentally & socially aware audience, more affluent and
better educated, and also appeals to their higher instincts
of philanthropy. A number of visitors to an Ecolodge also
has a vested interest, be it a hobby or a professional
interest – think of photographers, journalists, guidebook
writers, artists, ornithologists, academic researchers, even
aspiring eco-entrepreneurs.
Ecological Marketing:
The green
means justify the green purpose. When you market something
green, you have to start by being green yourself. Which can
only mean online, paperless, journeyless. Better than glossy
paper is recycled paper, but even better is no paper.
Cutting down on unnecessary travel – and you will see a lot
of this at a time of economic crisis especially in the
luxury business travel segment (no tears from me) – saves
money and time. This allows for more and deeper networking,
and more deals, and is becoming less impersonal (a frequent
criticism of emails) through the advent of cheap, live
videoconferencing, as well as new tools such as twitter.
Ethical Marketing:
It is easier to define unethical
rather than ethical, similar to describing what an elephant
is not. It is clearly unethical to say that a lodge (your
own or that of a client) recycles when it does not, or that
it pays fair wages if it abuses its employees with long
working hours and no health insurance. It is also unethical
to invent tall stories about the contribution of the owners
to the community, exaggerate the satisfaction of guests, and
create imaginary testimonials from enthusiastic repeat
guests. And to reproduce (as an owner or marketer) all this
in 3rd party websites, blogs and guidebooks creating hype,
so as to trick judges into offering awards. (In recent years
tourism awards have been improving, although opaqueness and
conflicts of interest are still not avoided.) Or to steal
the wording and keywords from others websites to describe
yours or your client’s lodge. Or to promote the clients of a
competitor without him or the clients knowing (it has
happened...). Or to sabotage someone’s advertising campaign
using the exact wording. And much more, but I think I have
given you enough negative ideas. The tricky question is, how
does the ethical marketer defend herself / himself from the
unethical without dropping to their level? Honestly, I do
not know...
Effective (& cost-effective) Marketing:
Effective is essentially what works, what leads to durable
results without costing a fortune. Splashing out on
attending a trade show at the other end of the world, is
probably ineffective and certainly not ecological. Nor is
creating a flashy website where potential travellers can
navigate in 3d through every room, when what you need is
essentially is a good story, inspiring yet truthful,
creating confidence but still leaving room to the
imagination. That said, ability to communicate with
prospective guests in real time, is useful, if lodge owners
or employees – invariably hard-pressed and overworked can
find time. But an effective, courteous & prompt reply to
emails can have the same or even better effects.
Some
effective, conventional and unconventional, marketing tools
for Ecolodge owners, falling under the 7 P’s of Ecotourism
Marketing (product, place, price, promotion, partnerships,
politics, progress) include:
-
Branding – creating a memorable, unique name that can be
copyrighted and is relevant to the location, destination ,
location, culture, history. (e.g. do not use an
unpronounceable Inca mountain village name for an Aegean
island guesthouse, using a word that means nothing, or that
means something funny or insulting in another language, or a
name already in use by many more businesses) . A good brand
will enhance perception and achieve positioning. The brand
must be consistently used in as a website address, name for
websites, blogs, usernames etc. and along with a relevant
logo, preferably designed by a professional, unless you have
a talent.
-
A Website – friendly to humans and animals (aka search
engines), that really does justice to the location and its
sights, and the local community without forgetting to
highlight the lodge amenities and sustainability but not in
a pushy, arrogant or intimidating manner. For example, think
of a website full of nationalistic glory containing the
strange theories of the owner, with matching links. Equally
a lodge website containing advertisement to a match-making
service or a casino.
-
Electronic Newsletter (also a must, maintain relations with
past guests, encourage honest feedback). Due to the
proliferation of spam however, this method is less
effective.
-
Turn the ‘temporary ownership’ aspect of tourism on its
head, by involving guests and offering incentives to
encourage word of mouth. Creating a circle of “Friends of
XYZ Lodge” and even a charitable fund.
-
3rd party benefits for guests, linking-up with other lodges
and services for joint-marketing. Encouraging sustainable
forms of transport for arriving & departing (special rates
for those arriving by bus or bike).
-
Participating and advertising in relevant online forums.
-
Applying
for key Awards, starting from local ones and moving on to
international ones.
-
Green Certification & Quality assurance (Encourages quality
& eco discipline, attracts discerning guests)
-
Participating in Quality Carbon-Offsetting schemes (rather
than “click here to offset your emissions” ones)
-
Initiating or participating in Local Projects –
Educational, Community – Poverty Reduction Programs
-
Participating in Environmental NGOs, professional
associations, civil society movements, political parties
(preferably green ones :) , running for municipal office
(hoteliers are good housekeepers as mayors).
-
Ecolodge-Branded EcoProducts (generate income, word of mouth
effect)
-
Participate in (or even host) Academic Conferences
(inexpensive, may attract savvy if rather inquisitive
guests)
-
Organise arts & crafts & culinary workshops, local fairs
-
Participate in Local, National & International Trade Expos
(whatever works best, expensive)
-
Being mentioned in major Guidebooks as well as local ones
(very effective, may also harm if too much of a good thing)
-
Being
featured in (and distributing) Free press publications
-
Producing
small Guidebooks & Maps (income generating, effective)
-
Producing free to download Electronic Guidebooks (viral
effect)
-
Contributing articles to relevant, pro-green Websites,
Newspapers & Magazines (effective as long as you can add
your website link in their online version)
-
Supporting Research (appearing in academic journals)
-
Using new quality Internet tools & social networks (effective but time
consuming)
-
Cooperating with University Programs & alumni groups,
affinity groups, corporate incentive programs, state
programs for low-income earners.
-
Offering Internships & Volunteerships
-
Acting as a Green Technology showcase & learning centre
-
Not neglecting old tourism distribution channels (travel
agents, networking with ancillary service providers
(restaurants, car rentals, official tourist information
offices, destination management organisations, tourist
boards, airlines, in-flight magazines, etc.).
Final Thoughts
There is a need for a new, potent and politically-aware
Ecotourism movement, with a clear ecological message in sync
with the broad green movement, which makes full use of the
internet and direct democracy to speed up change in the
largely conservative, fragmented and slow-moving world of
Tourism. Genuine Ecolodges must be the solid basis for this
new sustainable & responsible tourism model and their
success also depends on a new, inspiring, alternative, green
marketing.
About the Author
Antonis Petropoulos is the Director of ECOCLUB.com -
International Ecotourism Club (Web:
www.ecoclub.com)
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