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4 Key Insights about What Consumers Want from Sustainable Destinations

Consumers don't have a consistent understanding of the definition of sustainability, which can make it hard for travel providers to meet their expectations.

Sustainability in the tourism industry was a hot topic as the World Travel Market (WTM) convened earlier this month in London, bringing together an estimated 40,000+ travel professionals from more than 150 countries across the world. Maclaren was there to present research in conjunction with the launch of the Sustainable Destination Leadership Network (SDLN).

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Don't Eat the Chicken; Sustainability vs Environmentalism in the Travel Industry

Sustainability advocates hate to admit it, but their word has become a defacto synonym of environmentalism. This is unfortunate, not only because the movements are in fact quite different, but because environmentalism hasn’t exactly been a success. Why is this? After all the environmental calamities we've had in this world, why hasn't environmentalism achieved more? The answer dawned on me the other day while collecting eggs from our free-range chickens here on our burgeoning little farm. The ...

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Grasping at the Intangible

In Spanish, the verbs conocer and saber both mean “to know”. Conocer comes from the same root as the English words “cognition” and “recognize”, and generally means “to be familiar with.” Saber on the other hand, means a few different things. Primarily, it means “to know” in the sense of “to know a fact”, or “to possess knowledge about”. It can also mean “to have flavor”, as in sabe rico, it tastes good. I wanted to know this place. I ...

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Vamos Ahorita

Have you noticed how time – arguably one of our most precious commodities – isn’t waiting for us to get our shit together? Excuses proliferate on why we put things off that matter to us: visiting a wizened, old family member before they head to the country, volunteering for a worthy cause we say we believe in, going back to school to learn something fresh, taking that ambitious trip we’ve talked about for years. Time – as the erudite saying goes ...

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Greening is Believing. How The Experience Trumps Promotion in Sustainable Travel Marketing

Peru is on a roll. It's been four years since my last visit, and I've spent a week experiencing a staggering amount of growth in development and tourism since then. I am convinced that the next four years will bring even more growth to this amazing country. Tourism is Peru's 3rd largest industry behind mining and fishing, representing 7% of GDP and is the country's fastest growing industry. Over the last 5 years, tourism has grown ...

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