philanthropy experiences of travelers’ hogenson eng.pdf · ‘time, talent, or treasure’ to...

Experiences of Travelers’ PhilanthropyPRESENTED BY SAMANTHA HOGENSON

MARDELTUR 2017

What is Travelers’ Philanthropy?

Tourism businesses and travelers making strategic, concrete contributions of ‘time, talent, or treasure’ to local projects that are beyond what is generated through normal tourism business transactions.

• Community projects• Environmental projects

Consumer TrendsThe 2015 “Good Travels” survey of American travelers by Tourism Cares found 55% of respondents (1405) said that they volunteered or contributed financially or in-kind to a destination they had visited in the last two years. Travelers also stated they want spending and giving to help the places they visit: 72% said their travel giving is "important," "very important", or "extremely important.”

According to Nielsen, 66% of consumers are willing to pay more for sustainable brands that showed commitment to social and environmental values.

According to the Association of British Travel Agents, ‘living like a local’ has become an essential part of visiting a new destination for many travelers. They are looking for authentic vacation experiences.

Ecotourism, nature, heritage, cultural and “soft adventure” tourism predicted by UNWTO to grow rapidly

Positive Impacts

Helps tourism businesses become actively involved as ‘good citizens’ in their

destinations and/or destinations where they

travel.

Generates resources to assist local projects that

promote social empowerment,

sustainable long term development, and

environmental conservation in host

destinations.

Enriches the travel experience through

meaningful, culturally sensitive, and productive interactions with people in the host communities.

Well organized travelers’ philanthropy initiatives hold great potential for generating increased and sustained contributions.

Company-Based Programs

How Companies Give Back

In-kind or financial support from staff

Organized tours or interaction with local projects integrated into the tourism experience

Guests contribute money, supplies and/or volunteer to projects identified by tourism businesses

Example: Bodhi Surf School’s “Ocean Guardian Journey”Bahia Ballena, Osa Peninsula, Costa Rica

How it works:

•Guests visit several projects supported by Bodhi Surf School during trip

•After the trip is over, 2% of the guest’s bill is put onto a Travelers’ Philanthropy gift card and sent to the guest

•Guests can pick to which project they want to apply the gift card and can donate additionally if they want

Projects supported:

•Youth afterschool program

•Marine education program

•Trash monitoring program

Bodhi also uses funds raised for Community Education Events

Destination-Wide Programs A step above company programs, destination-wide programs bring the tourism industry together to identify community and environmental needs, and a strategic plan to meet those needs together is formed.

Cape Cod, Massachusetts➢Community Travelers’ Philanthropy organization called “CARE for the Cape &

Islands,” which strives to protect the cultural heritage and environment of Cape Cod, Massachusetts through philanthropy.

Monteverde, Costa RicaA program of the Monteverde Community Fund which unites businesses and customers in the tourism sector with local environmental, social and economic causes.

Travel Oregon Forever Fund A state-wide program that provides residents and travelers to Oregon an opportunity to share in the state’s sustainability story by giving to projects that make Oregon a better place live and travel to.

ChallengesSometimes unintended consequences of ‘giving’

• Can create dependence, divisions, favoritism – working with vulnerable populations isn’t usually a good idea for short term

• Volunteers can take jobs from locals

Hard to identify the right projects & partners

Impacts on community & conservation if tourist donations or volunteers go away

• How to ensure longevity of donations

In order for the project to be sustainable, it’s about giving a “hand up” not a “hand out”

Critical Factors for Success

Engaging a local champion

Involving tourism businesses

Ensuring a sustainable funding

method

Securing an advisory committee representing many different areas of

expertise to help choose projects and guide

program

Telling the story to businesses and

travelers: why is giving important?

Possible Project for Cuba

• Network of about 1 dozen sustainable travel U.S.-based tour operators, organized by CREST

U.S. Tour Operators

• In need of material goods such as school supplies, over the counter medicine, sports equipment, etc., organized by one identified Cuban organization

Network of Cuban

non-governmental organizations • Cuban

organizations let CREST know what supplies are needed, and CREST passes on information to tour operators, which can give tourists a chance to fulfill the needs during their Cuba trips

CREST

• Donations are made in Cuba to main non-governmental organizer, which distributes the donations to participating organizations.

Cuban Organizer

Thank you! Samantha Hogenson

Managing Director

Center for Responsible Travel (CREST)

www.responsibletravel.org

shogenson@responsibletravel.org