Sustainability helps meet customer demand for unique experiences

DCIM104GOPROG0055960.

Malcolm Dunn and Isis Iglesias

Malcolm Dunn, Customer Service Manager (TUI), and Isis Iglesias, Contracting Manager (TUI), were chosen as volunteers through TUI and the Travel Foundation’s skill-match volunteering programme, Project Discovery. They spent two weeks in Cyprus researching how to maximise the local economic benefit of TUI’s excursion programme.

Having spent two weeks talking to customers, excursion providers and seeing what the island has to offer, Malcolm and Isis landed back in the UK with fresh ideas about what a sustainable excursion looks like, and we asked them to share their thoughts.

For you, what is the most important element of a sustainable excursion?

DCIM104GOPROGOPR5923.

Malcolm – “For me, the most important element of a sustainable excursion is the positive legacy it leaves. Whether this is to the environment or the local people, there must be some element of positive benefit that leaves a lasting difference. If the future is kept in mind, the impact from sustainable excursions will be felt further, for longer and by more people.”

 

During your research, what did customers want from an excursion?

Isis – “Customers want to have enjoyable and unique experiences. Sustainable excursions usually have a more carefully designed itinerary which takes into account the impact of an excursion so that it treads lightly on  the environment and provides benefits to local people, and in some cases helps to preserve culture and heritage.  In this sense, creating more sustainable excursions can be seen as a recipe to creating more unique excursions, and customers will see the value in this.

During the customer interviews we conducted while in resort, we came across an important sector of the people who explicitly mentioned they would be more likely to book the excursion if they knew it was sustainable. There is an opportunity to communicate the ethical side of our excursions, and make a connection between our customers and our brand values.”

Malcolm added, “Overall, the customers we interviewed all want value for money with their excursions. If explained in the right way, sustainability can become a key selling point for excursions, ensuring that customers feel they are getting value themselves, as well as giving back.”

If you were to write a checklist for ensuring future excursions are sustainable, what would it include?

image-9Isis – “I would like to see suppliers setting targets for themselves to meet, within the environmental, economic and social spheres, because they need to be realistic targets for them to be able to start making changes. We could then help them make continuous improvements towards becoming sustainable. Step-by-step this would help to change the entire excursion programme.”

Malcolm – “To ensure an excursion is sustainable, we must take into account the people that are impacted – are they benefitting from the excursion on their doorstep? If not, how can we ensure they are?”


 

What happens next? The research will help feed into TUI’s excursion product development, shape customer and staff communications, and the learnings could also be spread to other destinations.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s