The Boat Landing Guest House
An Ecotourism business
model
Tourism can be a positive
experience for all
Background
• Location: Ban Khone, Luang
Namtha
• Opened in: November 1999
• Lao Owned Family Business
•
Owners: Sompawn and
Patsanee Khantisouk
• Built by the owners
• Employees: Low season-12
High season – 17
• No. of Rooms: 10
• Total Occupancy: 26 persons
The Concept
• Local Atmosphere
– Natural Rural setting
– Traditional Style architecture
– Family-run business
• Local Flavor
– Photos of local people
– Traditional handicrafts for decoration
– Genuine Village style food in the restaurant
• Western Style comfort
– Bright rooms with good beds
– Clean Bathrooms with hot water
– Quiet relaxing surroundings
• Information on the area and activities
available
• Benefits the local people and economy
Who comes?
Nationalities 2004
Thai Austria Israel Singapore
1%
1%
1%
2%
Irish Norwegian
Italian
0%
1%
Japan
2%
2%
New Zealand
USA
2%
17%
Lao
2%
Spanish
2%
Denmark
2%
Swiss
5%
UK
15%
Belgium
6%
Netherlands
5%
Canada
5%
French
9%
Australia
12%
German
9%
Who are they?
• Mid to late career
professionals
• University Educated
• Moderate to high
income
• Time poor – little time
to travel
• Looking for a
meaningful
experience with locals
How many guests in a year?
No. Of Guests
2002-2004
3126
2889
2547
No. of Persons
2070
1987
1639
Total 2002
Total 2003
In-house
Restaurant Guests
Total 2004
ua
n
g
Pr
ab
an
g
0%
Si
n
Vi
en g
tia
n
H
ou e
ei
sa
U
Lu do i
an m
g sa
N
i
am
th
a
C
h
Tr ina
e
N kki
on n
g g
K
hi
eo
N
Xi
U ale
nk
en
no
g
K
ok P wn
/M ak
ua T
ng ha
Lo
ng
Ph
on
gs
P
Vi ak ali
en B
g
e
Ph ng
ou
M
kh
ua
ng a
Kw
a
M
Lu
an
g
Where do they come from?
Guests Arriving From
40%
35%
2000
30%
2001
25%
2002
2003
20%
2004
15%
10%
5%
an
g
0%
Vi isa
i
e
M ntia
ua
n
ng e
Si
ng
U
do
m
sa
i
C
h
U ina
nk
N no
on w
Xi
n
g
en
K
g
K T hie
ok r
o
/M ek
ua kin
ng g
Lu
Lo
an
ng
g
N
am
M
th
ua
ng a
Kw
a
N
Pa ale
k
B
en
g
Pa
k
Ph Th
a
Vi
en ong
g
s
Ph ali
ou
kh
a
ou
e
Pr
ab
H
Lu
an
g
Where do they go to?
Next Destination of Guests
40%
35%
2000
2001
30%
2002
25%
2003
2004
20%
15%
10%
5%
When do they come?
Occupancy
2002 - 2004
84%
76%
76%
88%
82%
79%
76%
71%
67%
74%
69%
66%
68%
66%
62%
54%
50%
43%
39%
52%
48%
48%
51%
58%
74%
74%
74%
66%
62%
54%
44%
42%
29%
34%
29%
Jan
Feb
Mar
Apr
May
Jun
2002
Jul
2003
Aug
2004
Sep
Oct
Nov
Dec
What do they do?
•
•
•
•
•
Visit Ethnic villages
Bicycle riding
Boat trips
Trekking
Walks and market visits– observing daily
life
• Rafting
• Bird-watching
How long do they stay?
Average Nights of Stay
2.64
2.41
2.14
2000
2.22
2001
2.15
2002
2003
2004
Classic Business Assumptions
Profit
• must make profit as quickly as possible
• maximize profits in the short term
• business success is measured by financial bottom line
Competition
• a race to beat the other guy
• desire to corner the market
• Only look after yourself
Service
• service only to paying customers
The Boat Landing Ecotourism
Model:
There is a way to do business where
everyone benefits
Profit
• Triple bottom line
– social
– environmental
– financial
• long term view
The Boat Landing Ecotourism
Model
Cooperative
More water in the pond makes everyone's boat rise
• Work together with other businesses, service providers
and gate keepers to attract business
• Develop products and services not provided by others
• Use products and services of others
• Consciously find ways for others to participate and to
benefit
Service
Provide services that people really need:
Information, connections to businesses
The Social Bottom Line: How does
the local community profit?
• Hire Local People – 17 of our staff come from
the 4 nearby villages
• Buy local goods and services
– Use local craftsman and skilled labor ( carpenters,
construction workers)
– Serve local food
– Buy local food products
– Buy from local merchants
– Support local handicrafts
– Support local service providers – tour operations,
drivers, boatmen, etc
The Social Bottom Line: How does
the local community profit?
Local Goods and Services
76%
74%
68%
66%
57%
56%
2002
2003
Percent of Total Expenses
2004
Percent of Total Goods and Services
The Social Bottom Line: How does
the local community profit?
Travel Philanthrophy
– School fund ~ $1,500
– Black Cheeked Gibbon Fund ~ $1000
– Personal Contacts
Knowledge Exchange
Preservation of skills, culture and traditions ( music,
clothes, building techniques)
Cross-cultural understanding
Environmental Bottom Line: How
does the environment profit?
Efficient use of Natural Resources
– Solar power
– Energy saving devices ( lights, switches, etc)
– Water saving devices
Reduced Solid Waste
– Recycling
– Using other materials
– Composting
Education
– Boat Races & Clean up the World
– World Wildlife Day/ Arbor Day
– Educational materials for guests
Networking ( WCS, Green Discovery, UNCS)
Financial Bottom Line: How do we
profit?
Our income will exceed our expenses over
the long term when we take care of the
environment and the communities that our
customers want to visit and provide
opportunities for our customers to
contribute to their welfare while having a
meaningful, personal experience.
How do you know that we are
sincere?
Certification
Social Commitment
Environmental Commitment
Sustainibility
Social Commitment
• Number of locally employed staff
• Percentage of Expenses entering local
economy
• Activities with local community
organizations
• Develop social sustainibility policy
Environmental Commitment
• Achieve best practice standards for:
–
–
–
–
–
Energy comsumption
Use of biodegradable chemicals
Reducation fo Solid waste
Biodiversity conservation
Water management
• Environmental Policy and Action Plan
How do we benefit?
• The Challenge of meeting a standard
– We must make a truly sincere effort
• Reputation
– Credibility in the market
• Press Exposure
What are the Challenges?
• Bill’s craziness – staff appreciating the
importance of this work
• Collecting the data – weighing garbage
• Techincal documents and English
• Lack of ecolable products
• Standards designed for developed countries
with environmental standards
Marketing: How to find the
customers you want?
• Build on the exisiting market – Budget
travelers
• Word of mouth
• Gatekeepers
How to really get the customers
you want!
• Internet, internet, internet
– Go directly to your market and give them the
information and contacts that they need
– Sell your area and you sell yourself
– Give them alternative options, then they will
believe that you are not only out to get their
money but providing a service
• For transport
• Accommodation
• Activities
How to guaruntee that you get the
customers you want?
• Give them the confidence that you will be
able to provide them with the experience
that they want
– Be knowledgable about what want people can
do – information, information, information
– Get a sense of what is right for this person
– Answer your email quickly and fully
– Do hestitate to provide information on
services from which you won’t benefit
– Sincerity, sincerity, sincerity
Where do we go from here?
• Help communities to develop their own
tourism businesses
– They provide the experience, we the market
– A mutually beneficial relationship
• Support Luang Namtha’s #1 tourist
attraction: The Nam Ha NPA
– Develop different types of wilderness
experiences ( bird-watching, forest stays,
wildlife surveys)
Come and visit us sometime!
Thank You!