7 th February 2012 ICER www visitmalta

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7 th February 2012 – ICER www. visitmalta. com/eco_certification www. mta. com. mt/eco-certification

What is Eco-certification? 7 th February 2012 – ICER • The only local environmental eco-label for hotels • Tailor-made for the Maltese tourist accommodation product • Based on research e. g. tourist surveys • Not only an environmental measure but a marketing tool to attract ‘green’ tourists

Objective of scheme • Promote resource conservation - monitoring • Reduce waste generation 7 th February 2012 – ICER • Better environmental commitment • Increase employee awareness • Promote local cultural/food • Improve competitiveness • Contributes to the national product - sustainable tourism

7 th February 2012 – ICER Areas covered by the scheme • • • Management system Waste management Procurement Control of chemicals Energy Water Air quality Noise Building and green areas Local culture and natural surroundings Guest communication

How do hotels become ECOcertified? 7 th February 2012 – ICER • 85 criteria, of which 47 are compulsory • 38 criteria are non-compulsory 50% compliance (i. e. 19) is required

Certification process Certifying Body issues call for applications 3 rd party audits are carried out Fai l Agree improvement plan; 7 th February 2012 – ICER verification audit Do not continue process Pas s Propose to Green Monitoring Committee Fai l Pas s

7 th February 2012 – ICER 21 currently ECO-certified hotels Another 5 hotels have been audited – this will increase the percentage to 18. 5% of hotels

21 currently ECO-certified hotels Number of licensed hotels ECO Certified Awaiting approval 5 -star 15 9 2 4 -star 7 th February 2012 – ICER Star Category 42 10 2 3 -star 45 2 1 2 -star 9 0 0 Aparthotels 30 0 0

Gozo 7 th February 2012 – ICER • Currently two 5 -star hotels are eco-certified • In 2011 a pilot study was carried out to extend the scheme to farmhouse accommodation

Motivation to participate in scheme • Sensitivity to environmental issues from a key person in management (62%) 7 th February 2012 – ICER • Commitment to reduce environmental impacts (52%) • Policy of hotel/mother company (48%) • Meet the demands of the more environmentallyconscious tourists (48%) • Cost minimisation/increased efficiency (38%)

Motivation to participate in scheme Country of origin Northern Europeans are more environmentally sensitive 7 th February 2012 – ICER Motivational segment Business (increased requests from DMCs as part of CSR programme) Leisure (increased demands by some tour operators) Diving

Key benefits • Cost minimisation/more efficient use of resources (76%) • Competitive edge when marketing hotel (71%) 7 th February 2012 – ICER • Meet tourist demands for responsible tourism (57%) • Create environmental awareness among staff (38%) • Create awareness among customers thus promoting sustainable tourism (33%) • Better operations/task organisation (24%) • Officially recognising that the hotel is actively adopting green practices (14%) • Contribute to a cleaner environment (14%)

Some research findings Sample size of 500 tourists 7 th February 2012 – ICER • 47% consider environmental issues when booking their accommodation • 57% of the sample is willing to pay an average of 8% more for eco-friendly accommodation • 74% stated that they re-use their towels

Changing travel trends Survey - 84% of Expedia customers are interested in sustainable hotels and are willing to pay 5% more. 7 th February 2012 – ICER MTA survey - 57% of the sample is willing to pay an average of 8% more for eco-friendly accommodation. Survey - 59% of respondents stated a “green” rating would have at least some influence in their hotel selection in 2009. MTA survey - 47% consider environmental issues when booking their accommodation.

International Credibility • Not all labelled as “eco” are truly “eco” – greenwashing • Green labels should have precise requirements and these must be respected • Need for an international or European mechanism to help coordinate efforts and enhance credibility through accreditation.

7 th February 2012 – ICER Summer 2010 - Pilot Study December 2011 “…GSTC Secretariat recommends recognition of the ECO certification, which is closely aligned with the GSTC Criteria”

7 th February 2012 – ICER Way forward • In 2011 a pilot study was carried out to extend the scheme to farmhouse accommodation in Gozo • Quality label with sustainable, cultural and identity criteria in line with the European Tourism Quality Label

7 th February 2012 – ICER Thank you john. magri@visitmalta. com

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