Skip to main content

Corporate Social Responsibilty and the Affluent Traveler

What do affluent travelers want from airlines, hotels, resorts, tour operators and cruise lines when it comes to corporate social responsibility?

Conde Nast Traveler, whose magazine has about 810,000 affluent subscribers asked its readers some of those very questions and more and published the results in September 2011.

Here are responses to select Conde Nast Traveler questions:

Ninety-three percent said travel companies should be responsible for 'protecting the environment.'

What might protecting the environment look like according to Traveler readers:?
  • 63 percent said building energy-efficient buildings.
  • 76 percent said using solar power
  • 69 percent said reuse towel (there’s the low-handing fruit for any hotel or resort)
  • 63 percent said install low-flow toilets and showers
  • 54 percent said use less air conditioning
  • 51 percent said reuse wastewater
  • 12 percent said provide carbon offsets through fees
The long-hanging fruit there is plainly reusing towels.

Likewise, 82 percent said that it’s fine if sheets get changed twice-weekly instead of daily, so as to conserve water.

Fifty-eight percent said that their choice of hotel is influenced by the support it gives to the local community.

When asked what the ideal length of time to do volunteer service during a luxury resort stay 44 percent said half a day, 39 percent said one day, 11 percent said two days, and 6 percent said more than 2 days.

Many of these issues are about communications, in some cases communicating what resorts, hotels, airlines, cruise lines and other travel companies are already doing. Eighty-six percent said they’d like hotels to explain how their contributing to their communities and the environment. Eighty percent asked the same thing of airlines.

What all this suggests to me is that companies in the travel business need to put their environmental, corporate social responsibility and cause marketing bona fides closer to the decision point. That section on corporate websites that talks about corporate social responsibility is just too far removed from where someone books their flights or rooms.

This is tricky business given that there are so many places to book a flight or a room these days that are acting only as agents.

In short, I see the need for some kind of a seal from a trusted third-party that asserts that the company displaying the seal meets some kind threshold for corporate social responsibility and environmental stewardship.  


Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.

Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

The Alden Keene Cause Marketing Stock Index Dramatically Outperforms Other Indices

There are stock indexes galore; the Dow, S&P 500, the NASDAQ Composite, the Wilshire 5000, the FTSE, and hundreds more. But how would an index of the stocks of companies that do a meaningful amount of cause marketing perform compared to those well-known indexes? Pretty well, as it turns out.

I first floated the idea of a stock index that would track companies that do cause marketing back in 2009. I tried to figure out Yahoo Pipes so that I could put the feed right into this blog. But alas sometimes the geek gene does fall pretty far from the tree.

So I talked to programmers to see if I could find someone who could do the same, but it was always more than I was willing to pay.

Finally, last week I hired a MBA student to do it all in a spreadsheet, and what do you know but that over the last 15 years a basket of 25 cause marketing stocks dramatically outperforms the Dow, the S&P 500, the NASDAQ Composite, and the Wilshire 5000.

The index, which I call the Alden Keene Cause Market…