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

USA17%

UK15%

Australia12%

German9%

French9%

Canada5%

Netherlands5%

Belgium6%

Swiss5%

Denmark2%

Austria1%

Norwegian0%

Israel1%

Lao2%

Irish1%

Singapore1%

Spanish2%

New Zealand2%

Japan2%

Italian2%

Thai2%

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 Guests2002-2004

2889

1639

1987

3126

2070

2547

Total 2002 Total 2003 Total 2004

No. of Per

sons

In-house Restaurant Guests

Where do they come from?

Guests Arriving From

0%

5%

10%

15%

20%

25%

30%

35%

40%

2000

2001

2002

2003

2004

Where do they go to?Next Destination of Guests

0%

5%

10%

15%

20%

25%

30%

35%

40%

2000

2001

2002

2003

2004

When do they come?

Occupancy2002 - 2004

76%82%

79%

68%

62%

54%

66%71%

66%

74%

84%88%

69%

39%

48%

29%

48%51%

34%

76%

62%

74%76% 74%

43%

50%

42%

52%

44%

54%

67%

74% 74%

58%

66%

29%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2002 2003 2004

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

2.142.22

2.41

2.64

2.15

2000 2001 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 lineCompetition• a race to beat the other guy• desire to corner the market • Only look after yourselfService• 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

CooperativeMore 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

benefitServiceProvide 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

57%

66%68%

56%

74%76%

2002 2003 2004

Percent of Total Expenses 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 ExchangePreservation 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!