Download - Competitive Advantage Through Sustainability
Achieving competitive advantage through
sustainabilityGuy Bigwood - MCIMikal Holt – Horesta
Kristian Rødbro – Visit Aarhus
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Intro : Danish Sustainable Events InitiativeUse the 2012 Danish Presidency of the EU to inspire
greater collaboration, innovation and sustainable development of the meetings industry. Position
Denmark as the Global Thought Leader .
DSEI Deliverables
Community Portal
Awarenessraising videos
ISO20121Certification
Training roadshow
EuropeanSustainabilityConference
Sustainability Report
www.sustainableeventsdenmark.org
This is Denmark
GIVE YOU SOME PRACTICAL IDEAS ON HOW TO
GAIN COMPETITIVE ADVANTAGE THROUGH
SUSTAINABILITY?
Objectives for today
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Inspire Share Learn Create
IDEAS
BEST PRACTICES
OBSTACLES
QUESTIONS
Trusted advisors toGOVERNMENTS
ASSOCIATIONS
DESTINATIONS (CVBs)
CONVENTION CENTERS
CERTIFICATIONSTANDARDS
MCI SustainabilityServices
Group Sustainability
Director
Who are you
What’s yourexperienceworking withsustainability
WORLD IS CHANGINGEconomic, social and environmental sustainability is one of the defining issues of our time
26-nov.-12 10
INNOVATION!
RISKS!
OPPORTUNITY
Sustainability – Green Economy ..$5.7 TrillionLow carbon and environmental services and productsmarket in 2015 (18% growth in 4 years)
State of Meetings Sustainability:The Diagnosis
MPI Research Study� 1100 Suppliers and organisers
interviewed
� 1200 delegates
� Representing 150 countries
FRAGMENTATION
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Lack of Strategic Integration
- 90% of meeting businesses say they are engaged in CSR activity, yet only 40 percent have a formal CSR policy
- 60% percent of meeting businesses believe that customers expect them to be active in CSR
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Delegates Expect More
70% delegates want to see CSR information on websites
68% delegates would pay more for products that are ethically and socially responsible
50% of delegates want businesses to file formal CSR reports
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Are CSR credentials important toyour clients when they are lookingfor new partner?
50% say its important or very important
Agreement on the future80% companies predict
increase
86% delegates predict
increase
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Clients driving changeWhy are these clients implementing sustainability into their meetings
So why are these clients investing in sustainable meetings?
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http://vimeo.com/50744987#at=0
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London 2012: First Sustainable Games
EU PRESIDENCY CASE STUDY� 100 meetings
� 3 locations
� 15000 participants
� First event certified to ISO20121
See videos www.sustainableeventsdenmark.org
But does sustainability cost more?
500,000
Oracle: Global Sustainability Program
$1.5M
Oracle: Year on Year Savings
Large events have easy ROI
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X Ray on state of standards…
WHO HAS AN ECO CERTIFICATION
Why?What is your experience?
WHO HAS AN ECO CERTIFICATION
HOTEL, RESTAURANT & TURISTERHVERVET
Linking grøn udbud og efterspørgsel
Mikal Holt Jensen
Miljøkonsulent i HORESTA
Sekretariatsleder for Green Key
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HOTEL, RESTAURANT & TURISTERHVERVET
”Det er en god oplevelse at virksomheder begynder at interessere
sig for samfunds- og miljømæssige forhold.”
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Grøn Turisme
HOTEL, RESTAURANT & TURISTERHVERVET
”Jeg har slet ikke været opmærksom på, at jeg evt. kunne se
hotellets grønne profil på nettet. Jeg har kun været glad, når jeg
på hotelværelset har set, at de tænker på miljøet. Jeg vil holde
øje med hotellernes grønne profil ved kommende bestillinger.”
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Grøn Turisme
HOTEL, RESTAURANT & TURISTERHVERVET
”Bor videst muligt på Scandic hotel, da jeg ved at de opfylder mine
krav til økologiske vare samt andre forhold vedr. personale mm.”
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Grøn Turisme
HOTEL, RESTAURANT & TURISTERHVERVET
”Det er kun når hotellet reklamerer med fx miljøbevidsthed mm at
jeg bliver obs på at stedet gør en ekstra indsats.
Men klart noget jeg vil tænke over.”
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Grøn Turisme
HOTEL, RESTAURANT & TURISTERHVERVET
Undersøgelser fra:
• VisitDenmark
• Wonderful Copenhagen
• Center for Kultur Analyse på KU
• Udenlandske undersøgelser
• Sinatur
• KursusLex
• Erhvervslivet
• Forbrugerrådet
• HORESTA
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Grøn Turisme
HOTEL, RESTAURANT & TURISTERHVERVET
Hovedkonklusioner:
• Efterspørgsel på grøn profil
• Forudsætning
• Flere villige til at betale mere
• Især private, men også offentlige virksomheder, stiller miljøkrav
• Fint med de miljøbesparende tiltag
• God idé med et miljømærke
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Grøn Turisme
Erhvervsturister, 2011
• A.P. Møller
• Danisco
• Den Danske Bank
• Mannaz
• Novozymes
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Grøn Turisme
Udbud
• Større rolle i EU
• Statens hotel og konferenceudbud
• Udenrigsministeriet, 2009 og 2012: COP15 og EU formandskab
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Grøn Turisme
Miljøstyringssystemer
• EMAS : EMAS er EU’s ordning fra 1993
• ISO 14 001: Den internationale standard for miljøledelse fra 1996
Miljømærker
• Svanen, som er i Norden
• EU Blomsten, som er i EU
• Green Key, som er i over 35 lande
• Miljøstyring light
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Grøn Turisme
Andre initiativer
• Go’ Energis kurveknækker (lukket)
• Kommunale initiativer fx Københavns Grønne Erhverv
• Energirådgivning fra virksomheder
• Egne initiativer
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Grøn Turisme
Forbrugerombudsmandens vejledning
• Undgå greenwashing
• Ikke overdrive – god mavefornemmelse
• Holde hvad man lover
• Underbygge påstande
• Dokumentation
• Varsom med brug af målsætninger
• Svanen og Blomsten er officielle miljømærker
• Green Key alment anerkendt miljømærke
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Grøn Turisme
Udbud
• 25 % miljømærkede hoteller i DK (43 % værelser)
• 46 % i København (64 %)
• 15 % i Midtjylland (25 %)
• 11 % i Nordjylland (18 %)
• 73 % hoteller mærket med Green Key, 22 % med Svanen og 5 % med EU Blomsten
• Siden 2008 mere end fordoblet
• 6 konferencecentre
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Grøn Turisme
020406080
100120140160180200
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03
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06
20
07
Ap
r/0
8
De
c/0
8
May
/09
Sep
/09
De
c/0
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May
/10
De
c/1
0
May
/11
Sep
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Mar
/12
Sep
/12
Bureau/Tourist bureau
Camping/Campsite
Feriecentre/Holiday
Center
Hotel- og
Kursuscenter/Hotel
Konferencecenter uden
overnatning
HOTEL, RESTAURANT & TURISTERHVERVET
Udbud vs. efterspørgsel:
• Efterspørgsel efter grønne hotel og mødesteder
• Udbud af grønne hotel og mødesteder
• Link kan forbedres
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Grøn Turisme
HOTEL, RESTAURANT & TURISTERHVERVET
Synliggørelse:
• Brande DK som en bæredygtig destination– COP15
– EU Formandskab
– Fonden for Markedsføring af Danmark
– København Miljøhovedstad i 2014
• Nemt at finde
• Nemt at forklare
• Bedre markedsføring
• Virksomheder synliggør indsat
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Grøn Turisme
Booking hjemmesider:
• Grønne virksomheder på Hotel.dk, www.danskekonferencer.dk (også regionale og lokale hjemmesider), Visitdenmark.dk, Kursuslex.dk, BW og snart Booking.com
• Ikke pt. søges på Expedia.com, Hotels.com og
TripAdvisor, men beskrives under de miljømærkede
hoteller
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Grøn Turisme
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HOTEL, RESTAURANT & TURISTERHVERVET
KeyMarketing - Værktøjskasse
Formål
• Synliggøre grønne profil
• Ekstern promovering
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HOTEL, RESTAURANT & TURISTERHVERVET
Indhold
• Budskab, slogan og udformning
• Målgrupper: Virksomheder og loyale kunder
• Tilpasse materialet
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KeyMarketing - Værktøjskasse
Slogan: Green Key – Green Dreams
• Budskab:
– Indsats ved valg
– Ikke ud over opholdet
– De kan bidrag
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KeyMarketing - Værktøjskasse
HOTEL, RESTAURANT & TURISTERHVERVET
Sprog og tekst
• Engelsk og dansk
• Branchebegreber
• Positive budskaber
• Begrænse tekstomfang
• Underbygge påstande
• www.green-key.dk
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KeyMarketing - Værktøjskasse
HOTEL, RESTAURANT & TURISTERHVERVET
Trykt:
• Værelsesmappe
• Små opslag
• Opslag (A4 og A3)
• Salgsbreve
• Pressemeddelelser
• 5 gode grunde
• Dokumentation
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KeyMarketing - Værktøjskasse
Opslag
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KeyMarketing - Værktøjskasse
HOTEL, RESTAURANT & TURISTERHVERVET
KeyMarketing - Værktøjskasse
Elektronisk:
• Velkomstskærm
• Små bannere og logoer med slogan
• Tekstforslag til hjemmeside
• Tekst til Hotels.com, Expedia.com
• Think before you print
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Banner
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KeyMarketing - Værktøjskasse
Spørgsmål vedrørende Green Key og mijø:
– Mikal Holt Jensen
– Tlf. 3524 8080
– www.horesta.dk
– www.green-key.dk
– www.green-key.org
Mere information…
HOTEL, RESTAURANT & TURISTERHVERVET
WHAT ARE THE
SUCCESS FACTORS
FOR SUSTAINABILITY
IN EVENTS?
What is ISO 20121
Plan Do Check Act
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Continuous
Improvement
Process-based standard provides management framework for addressing sustainability within events
ISO20121
What are the key characteristics of ISO 20121:• Incorporates a balanced approach to social,
environmental and economic sustainability• Designed to be applied to any type of event
Who can use the standard• Event organizers• Venues• Destinations• Organizations and/or individuals in the supply chain
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ISO20121
Who developed it?• Developed with assistance from over 30 countries and
thousands of event and standards professionals
Is it certifiable?• Yes, eligible for 3rd party certification
Who is using it• Certified: London 2012 Olympics, Coca Cola, EU Presidency
How much does it cost?• To buy the ISO 20121 Standard is 140CHF• Implementation cost depends on the scope
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Ovation Summit 2012
WHAT CAN WE LEARN FROM OUR COMPETITORS
Destinationand
AssociationConsulting
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Who is the healthiest of them all?
0
5
10
15
20
25
0 5 10 15 20 25 30
So
ftw
are
Hardware
2012 Scandinavian Destination Sustainability Index
STOCKHOLM
REYKJAVIK
TRONDHEIM COPENHAGEN
GOTHENBURG
AALBORG
STAVANGER TAMPERE UPPSALA
ESPOO
MALMÖ
KARLSTADAARHUS
HELSINKIOSLO
TURKU
Destination IndexBenchmarking Hardware Software Total
Gothenburg 21 22 43
Uppsala 25 15 40
Copenhagen 22 16 38
Stockholm 21 17 38
Oslo 20 18 38
Malmö 18 19 37
Trondheim 21 16 37
Helsinki 15 20 35
Aalborg 21 12 33
Aarhus 19 14 33
Tampere 18 14 32
Karlstad 18 13 31
Stavanger 15 15 30
Reykjavik 19 8 27
Espoo 14 11 25
Turku 18 3 21
Developing a strategic collaborative approach
SO HOW DO WE GAIN
COMPETITIVE ADVANTAGE
THROUGH
SUSTAINABILITY?
Discussion : How do we increase ourcompetitive advantage?1. Clients:
- How do we increase client demand for sustainable products? How do we communicate and sell our sustainability program as a team?
2. Suppliers:
- How do we manage indifference and resistance in the supply chain? How can we collectively make this simpler and easier?
3. Employees:
- How can we better engage and motivate our staff to improve our sustainability programs
4. Community:
- How can we collaborate more to improve local social and environmental issues. Examples, ideas?
“The question of reaching sustainability is not about if we will have enough energy, enough food, or other tangible resources …
The question is:
will there be enough leaders in time?”
Dr. Karl Henrik Robèrt, Founder The Natural Step
ICCA Scandinavian Chapter: Twitter: #ICCASCAN
2020 Goal: Gothenburg will be the world ´́́́s leading sustainable city
Only 25% of CVBs have a publicly
available sustainability
policy
Integrate into strategy
We all need to better engage clients and help them be more
sustainable
COLLABORATION = SUCCESS
Engage
with humour
Be Positive
Governance and Transparency
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THE ENDalmost
HOW WAS THE
SESSION FOR YOU?
WHAT 2 IDEAS WILL YOU TAKE AWAY
USE YOUR INFLUENCE
TO CREATE CHANGE?
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“The man who removes a mountain begins by carrying away small stones.”
~ Chinese Proverb
Sustainableeventsdenmark.org
For more info
MCI Group Sustainability Director
www.lessconversationmoreaction.com