Press Releases
View All Press Releases| WTM | 10 Nov 2009 |
Travel Companies Raising Millions In Travel Philanthropy But Still Missing Out on Major Opportunities To Give Back
Travel companies are missing out on opportunities to give back to destinations and raise money for charitable causes by not considering every step of the customer journey, says research revealed today by World Travel Market.
The WTM Advances in Travel Philanthropy report highlights areas where much of the travel industry is not engaging customers in helping the destinations they travel to.
The report, commissioned as part of WTM World Responsible Tourism Day, stresses the opportunities of creating an integrated approach to communicate travel philanthropy at all stages of the traveller’s journey and experience.
High-street travel agents, call-centres and websites can act as the first point of collection as long as staff are trained and causes in destination are well publicised and explained.
Brochures and other marketing material could also be more fully utilised to highlight the need for responsible tourism, ongoing initiatives in destinations and how consumers can make a difference.
At the time of booking, travellers can be asked if they would like to make a donation. Travel Foundation members, such as Thomas Cook UK & Ireland, include an ‘opt-out’ donation on the booking. Around 22% of consumers make a donation at the point of sale according to the research.
Tickets and joining instructions provide another opportunity to highlight initiatives to customers about to travel and offer opportunities for them to participate.
The journey to the destination is an ideal opportunity and already many airlines, both scheduled and chartered players, collect money for designated charities during the flight.
Some companies are also now providing a letter with departure details at the end of a holiday asking guests if they would like to donate clothes and other items such as unused toiletries for local orphanages and children’s charities. The study shows that 37% of organisations collect at the destination.
Finally, on return and post-trip opportunities to donate to a cause are often not being promoted by the industry. The report shows 32% of guests make a donation when they return showing it is an ideal time to remind customers of the good donations are doing and how they might continue to contribute.
According to the report the integrated approach provides longer term support for causes and maximises the positive impacts. It also helps tour operators, hoteliers and other suppliers demonstrate brand values.
In recent years travel companies have contributed to charity fundraising initiatives to the tune of £160 million.
The reports highlights the work of World Travel Market’s water-aid Charity Just a Drop, which was established in 1998 following the realisation that 2.6 billion people in the world do not have immediate access to clean, safe water.
The Just a Drop team has recognised that corporate travel philanthropy and fundraising with staff, suppliers and customers must be an integral part of overall business performance.
World Travel Market and Just a Drop Chairman Fiona Jeffery said: “Travel companies are well-placed to connect people in wealthier regions of the world with destinations that travellers are keen to support. Building travel philanthropy opportunities in to as many elements of the customer journey as possible presents great opportunities for businesses to further their work, demonstrate their values and give back to destinations.”-ends-
For further information please contact the WTM Press Office on +44 (0) 207 069 6119/ 6120 or visit the WTM International Press Centre onsite at ExCeL London, Level 3.
About World Travel Market
World Travel Market, the premier global event for the travel industry, is the must-attend four-day business-to-business exhibition for the worldwide travel and tourism industry.
Almost 50,000 senior travel industry professionals, government ministers and international press, embark on London’s ExCeL Centre every November to network, negotiate and discover the latest industry opinion and trends at WTM.
WTM, which is celebrating its 30th anniversary in 2009, is the event where the travel industry conducts and concludes its deals.
WTM is owned by the world’s leading events organiser Reed Exhibitions (RE), which organises a portfolio of other travel industry events including Arabian Travel Market and International Luxury Travel Market.
RE holds more than 500 events in 38 countries throughout Americas, Europe, the Middle East and Asia Pacific covering 47 industry sectors including aerospace & aviation, healthcare, manufacturing and sport & recreation.
In 2008 RE, part of the Reed Elsevier group, brought together more than six million industry professionals from around the world generating billions of dollars in business.
