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Advances in Travel Philanthropy

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Advances in Travel Philanthropy Advances in Travel Philanthropy Raising money through the travel and tourism industry for charitable purposes WTM Responsible Tourism Day Report 2 2009 This report was produced for the WTM World Responsible Tourism Day by Harold Goodwin & Lucy McCombes of the ICRT1 & Claudia Eckardt of Cinnamon 2 Consulting Commissioned by the World Travel Market, this report examines the status of travel philanthropy, and contributes to the understanding and knowledge of this diverse and rapidly growing activity. The report draws on an online survey conducted by Cinnamon Tourism Consulting Ltd; and internet based desk research and telephone interviews with key informants. 1 International Centre for Responsible Tourism, at Leeds Metropolitan University 2 Cinnamon Tourism Consulting Ltd. Contents Page 1 Executive Summary ................................................................................4 1.1 What is Travel Philanthropy?................................................................................... 4 1.2 Diversity and Opportunity ....................................................................................... 5 1.3 Pitfalls ...................................................................................................................... 5 1.4 Limitations of the Report ......................................................................................... 6 1.5 Recommendations.................................................................................................... 6 1.5.1 Engaging Staff and Clients .................................................................................. 6 1.5.2 Identifying Initiatives........................................................................................... 6 1.5.3 Transparency........................................................................................................ 7 1.5.4 Managing Donations............................................................................................ 7 1.5.5 Reporting ............................................................................................................. 8 2 Discussion ...............................................................................................9 2.1 Introduction.............................................................................................................. 9 2.2 What is Travel Philanthropy?................................................................................. 11 2.3 Why Engage in Travel Philanthropy?.................................................................... 11 2.4 Is there Anything Special about Travel Philanthropy? .......................................... 13 2.5 What is the Scale of Travel Philanthropy?............................................................. 15 2.5.1 Thomas Cook..................................................................................................... 17 2.5.2 TUI Travel ......................................................................................................... 18 2.6 Challenges.............................................................................................................. 18 2.6.1 Voyeurism ......................................................................................................... 18 2.6.2 Restricted and unrestricted funds....................................................................... 19 2.6.3 Gift Aid and other donation tax relief................................................................ 19 2.6.4 The Challenge of Climate Change..................................................................... 20 3 Case Studies..........................................................................................21 3.1 The Traveller’s Journey: Communicating the Message......................................... 21 3.1.1 High Street Travel Agents ................................................................................. 21 3.1.2 Brochure & marketing ....................................................................................... 21 3.1.3 Booking ............................................................................................................. 22 3.1.4 Tickets and Joining Instructions ........................................................................ 22 3.1.5 The Journey to the Destination .......................................................................... 23 3.1.6 The Experience in the Destination..................................................................... 26 3.1.7 Resorts, Hotels and Accommodation Providers ................................................ 28 3.1.8 Returning and Post Trip Donations ................................................................... 29 3.2 Integrated Approaches ........................................................................................... 29 3.2.1 Bushtracks USA................................................................................................. 30 3.2.2 Saga Holidays .................................................................................................... 30 3.2.3 Exodus ............................................................................................................... 30 3.2.4 Explore............................................................................................................... 31 3.3 Foundations............................................................................................................ 33 3.3.1 &BEYOND........................................................................................................ 34 3.3.2 Grootbos ............................................................................................................ 35 3.3.3 Intrepid Travel ................................................................................................... 35 3.3.4 Saga Charitable Trust ........................................................................................ 36 3.3.5 The Tribes Foundation....................................................................................... 37 3.3.6 The Adventure Company................................................................................... 38 3.3.7 The Travel Foundation ...................................................................................... 38 3.4 Intermediaries......................................................................................................... 40 3.4.1 Generosity in Action USA................................................................................. 40 3.4.2 TravelPledge UK ............................................................................................... 41 3.4.3 Sustainable Travel International USA ............................................................... 43 3.4.4 CREST USA...................................................................................................... 44 3.4.5 Futouris.............................................................................................................. 44 3.4.6 The Footprints Network Australia ..................................................................... 45 3.5 Charity Begins at Home......................................................................................... 45 3.5.1 Thomas Cook & Cancer Charities..................................................................... 46 3.5.2 The Thomas Cook Children's Charity ............................................................... 46 2 3.5.3 Family Holiday Association .............................................................................. 48 3.6 Destination based Philanthropy.............................................................................. 48 3.6.1 Yorkshire Dales ................................................................................................. 49 3.6.2 Friends of the Lake District ............................................................................... 49 3.6.3 Dyer Island Cruises............................................................................................ 49 3.6.4 The Nila Foundation and Blue Yonder.............................................................. 50 3.6.5 The Butterfly Tree ............................................................................................. 50 3.6.6 Hand in Hand Trust ........................................................................................... 50 3.6.7 Greaves Travel................................................................................................... 52 3.6.8 Robin Pope Safaris ............................................................................................ 52 3.6.9 Whale Watch Kaikoura...................................................................................... 53 3.6.10 Virgin Holidays ............................................................................................. 53 3.6.11 Six Senses...................................................................................................... 53 3.6.12 Peregrine & Gecko’s The Community Trust................................................. 55 3.6.13 Fairmont Hotels and Resorts ......................................................................... 55 3.6.14 TUI UK & Ireland ......................................................................................... 56 3.7 Cause or Issue Driven Travel Philanthropy ........................................................... 56 3.7.1 Just a Drop ........................................................................................................
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