If someone told me that ecotourism is thriving in Mexico, I’m not sure I would have believed it. Not that this wouldn’t be possible, but that it wouldn’t be the first place I would think about ecotourism. Yet, there are ecotourism hotels in Mexico as in other parts of the world. Matter-of-fact, some of them are quite impressive and really speak the language of the green and LOHAS consumers.
One particular resort that just contacted me after reading my article in Sustainable Travel International’s newsletter was Playa Viva, a resort and residential community located in Zihuatanejo (see wah tah NAY ho) which is located in the state of Guerrero on the Pacific Coast of Mexico, near Acapulco.
The green resort really sounds quite amazing when you read what it offers on the website. What happened to them is similar to what is happening to many green or non-green resorts and businesses alike, they assume that everyone understands their language.
Now, I want to first say that I have no idea if this green resort wants to attract the mainstream consumer or just green and LOHAS consumers. What is apparent is that they are in the company of other ecotourism hotels in Mexico. I am not sure if they are a resort, residential community or both and I am an informed consumer.
The other thing is that the website assumed (and we remember what assume means, right? Just break down the word.) that all green and LOHAS consumers understand the ecotourism terminology as well as using greener more LOHAS-oriented terms that they assumed all LOHAS and green consumers understood.
I told them as I would any other resort that asked if they were communicating their green message clearly that you cannot assume that everyone understands your lingo. You should really market to that least common denominator. For example, the term, “free range,” is often misconstrued to mean that the chickens were fed more natural (another confusing term) feed and allowed to roam free. Many people, including some informed LOHAS and green consumers as well as green resorts and other businesses, think they are being more green by purchasing and consuming these products when in fact a company can claim a product is “free range,” if the chickens spend at least one hour outside of their cage. Not really what most of us would call free range, right?
You see the rules have changed when marketing to green, LOHAS and mainstream consumers. The terminology is often misused and now when people use the terms they feel are right, it is confusing to the green, LOHAS and mainstream consumers alike whether you are a green resort or not or even an ecotourism hotel in Mexico or any other part of the world, it is still just plain confusing.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
