How would you describe your consumer demographic?
We’ve been trying to answer that question since we planted our first tree. The model has been evolving and expanding so rapidly. Our tree-planting program is used by nonprofits as a fundraising mechanism, by individuals for gift giving, by corporations for community and team building, by schools for educational purposes and by businesses for carbon offsetting and customer appreciation. Now we’re seeing a huge sector developing in the ecotourism market.
What marketing strategies do you use to engage this demographic?
We are not in the convincing business—we are in the alignment business. We focus on providing good, caring people with the opportunity to give back in a meaningful and tangible way. In the process, they create wonderful memories to last a lifetime. Each person who plants a tree with us becomes part of the solution to the environmental issues we face today. There is strength in numbers, and it is surprising how quickly things get done when many people focus on a single goal. The support of our Legacy Tree sponsors has resulted in a pristine 1,200-acre endemic forest on Hawai‘i Island, where nothing existed just a few short years ago.
in what ways are you meeting the growing demand for experiential travel?
Our focus is on authentic and unique experiences. Most of our guests don’t want to be entertained, they want to be moved, enlightened and connected with this place and its people. They want the time and space for spontaneity and reflection so they can absorb the experience at their own pace. We pride ourselves on keeping our groups small and intimate, and we do not keep to a timeclock or schedule. Many of our guests return regularly to visit their trees and have become lifelong friends and supporters.
By far the fastest-growing sector of tourism is responsible ecotourism.
What else has been key to the success of the business?
I don’t know what the key to success is. It’s probably a bit different for everyone. But I do know the key to failure. You only fail if you quit. It is impossible to beat someone who never quits.
What trends and tourism industry dynamics have you observed during your work at HLRI?
By far the fastest-growing sector of tourism is responsible ecotourism, and millennials are driving this trend.
