Feature: Holiday affairs

Next year sees the opening of the world’s first “zero carbon” five-star resort, using only energy from the sun and wind and producing little waste or emissions. Staff at the luxury Per Aquum hotel in Zanzibar will get around by bicycle, and, when guests use the exercise equipment in the gym, the energy they produce will feed back into the electricity supply.

With increasing concerns about carbon emissions, these kinds of destinations are likely to appeal to organisers of incentive travel trips, who are looking for new ideas that tap into people’s urge to be more eco-friendly. “Eco is the new word in incentive travel, and we are seeing an increasing number of eco hotels and resorts opening up across the globe to cater for people who desire to be more environmentally aware,” says Libby Christie, head of operations at incentives company Unmissable. “Opposed to some views, travelling ‘green’ does not mean roughing it, and increasingly more luxurious green options are appearing.”

The drive to be green has been embraced by companies offering travel and events as part of incentive staff and channel-partner incentive schemes. The event industry’s trade body, Eventia, has launched the One Future initiative to reduce organisers’ carbon emissions [see panel] and a number of individual motivation companies, such as Euro RSCG Skybridge, have developed their own in-house systems for events and travel.

Motivation and communication company BI monitors, reports and reduces the carbon emissions of its business activities to reduce its own carbon footprint and that of its clients and also provides the facility to offset unsaved emissions. In the first financial year, BI has reduced its emissions by over 10 per cent in power and transport alone.

“Minimising environmental impacts – and indeed incorporating all the elements involved in corporate responsibility – does not mean that the use of incentive travel should diminish,” explains Dawn Smedley, events design manager at BI. “Incentive travel remains the ultimate reward and key motivator, fulfilling the need for a memorable, guilt-free, highly pleasurable experience to inspire and motivate audiences. It is about how the industry as a whole, and individual companies, can act in a responsible way to continue to achieve the motivational objectives of incentive travel in a sustainable manner.”

This involves working closely with suppliers to look at ways to reduce emissions and thinking creatively at the planning stage, Smedley says. Research suggests that an eco-friendly approach can pay off in terms of engagement, with 75 per cent of UK employees saying they would rather work for a company with an active carbon emissions policy. “They will feel more aligned to the organisation,” Smedley says.

Maritz has noted a growing requirement to reduce the environmental impact of the trips that it organises for incentives. “One important factor to consider when sourcing venues for pan-European or global events is choosing locations that minimise flying time for delegates to reduce the level of emissions,” says Julian Bazley, incentive specialist at Maritz.

He adds that aligning a brand with environmental issues can extend into the itineraries. “Although there is still demand to organise trips to glamorous and aspirational destinations such as Peru and Borneo, we are increasingly incorporating participation in environmental programmes where our clients are able to ‘put something back’ and comply with their organisation’s corporate social responsibility policies. Opportunities to take part in activities of this kind are increasing, from community house-building programmes in Africa to dolphin- and whale-tagging programmes as close to home as Spain.”

Whatever the trip involves, destinations and venues should complement or strengthen a company’s brand, Smedley adds. “It is important to look at the image the company portrays as well as meeting the needs of the target audience,” she explains. “What are the key elements of the brand that the client brings to life in its own promotional materials? Where do they buy their advertising time, and who are their customers?”

The activities are now just as important as the destinations, she adds. “With people becoming more and more well-travelled, the emphasis has started to shift from new ‘destinations’ to ultimate ‘experience’. People demand activities, culture and something unique and inspirational.”

With travel organisers working hard to reduce their carbon emissions or offset them, long-haul destinations are predicted to continue in popularity into 2008. Libby Christie at Unmissable suggests that Punte del Este in Uruguay is set to take on Ibiza as a party mecca, while Buenos Aires is adding to its appeal with new hip hotels. “Oman will become increasingly popular as an alternative to Dubai as it offers a quieter, more authentic experience of the Middle East,” she adds.

Smedley at BI says short-haul destinations such as the south of France, Berlin and Lisbon are favourites, but for long-haul 2008 is likely to see more trips to Rio, Mauritius, South Africa, India, Australia and Asia. “Last year and this year has seen a focus on short-haul destinations but 2008 events are definitely extending out to long-haul destinations,” she says. “Corporate customers are more interested and receptive to more adventurous destinations and to thinking outside the box.”