CEO and travel industry trailblazer Bruce Poon Tip dialogues with YYZ stringer Anita Shuper about sustainable tourism, creative entrepreneurship and the evolution of his award-winning company, G Adventures.
YYZ: You are a pioneer in the sustainable approach to travel and tourism. What is sustainable tourism, and how does G Adventures put it into practice?
Bruce Poon Tip (BPT): When we started the company back in 1990, the concept of sustainable tourism was unheard of. It’s a very grassroots experience, taking people in very small groups, using local transportation and staying in locally-owned, family run accommodations. It’s also about minimizing any environmental impact and benefiting the local communities by contributing directly to the local economy. It’s an opportunity for a great cultural exchange and giving back to the host community. The original eco-tourist was the backpacker, who went off road, and into smaller communities and spending their money there. Our idea was to have that grassroots experience but to also make it a very comfortable holiday. Others followed in our footsteps, but we are proud to be leaders in the industry.
YYZ: Part of what makes you unique is your non-profit organization, the Planeterra Foundation. What does Planeterra do?
BPT: We’ve had a sustainable tourism department and coordinator for about nine years, but it was a dream for us to have our own non-profit. Three years ago, we created the Planeterra Foundation to fund and operate community projects in the areas where we run our trips. Many of our supplies, like the folders in our offices, are produced by the community projects. We just got a prototype of a bag from a women’s project in Ecuador. We raised over $36,000 for the Tsunami relief effort, and we were able to use the donations for very specific projects in the affected areas. The Foundation also runs fundraisers, seminars, and other events right here in Toronto. We’re excited about Ignite the Nights, our circus event coming up on May 4th, and our skydive in July.
YYZ: How do you deal with any criticism you might get for being a for-profit business with a socially responsible agenda?
BPT: We’ve worked with many non-profit organizations in the past, but it was our dream to have our own non-profit. When we developed Planeterra, people would ask how we could run a non-profit and not have it focused on our own company interests. In truth, it is focused on our company interests. The idea behind the non-profit is to benefit the areas where we run our trips. Our travelers are loyal to the brand and they understand this. But people do have the right to ask us any kinds of questions. It seems there’s a mold, a standard that people think non-profits should work under. We’re likely altering that, and we may be pushing a few buttons, but we’re kind of used to that. It’s part of our company culture, and we’re willing to accept it and even use it as motivation, as fuel, because we know what we’re doing is right. It was a long time in planning to make it happen, and we still have a long way to go. This year is a big year for Planeterra, huge.
YYZ: Do you find that the Planeterra projects and the sustainable tourism approach appeals to travelers?
BPT: We’d like to think so. Studies show that consumers aren’t willing to pay a premium for a more sustainable product, but they’ll possibly choose your product over another at the same price point. But having our own staff that runs our own foundation, and matching donations and the resources we contribute to sustainability is not cheap. So we have to be competitively priced and be faster and more agile than our competitors. Other organizations may have a “greenwashing” approach to sustainability, perhaps donating five thousand dollars to a charitable organization. We want to educate consumers about what we do in terms of sustainability, and how it’s different from what other companies offer. I don’t think we communicate it well enough – the average consumer likely does not know how much we really do and the extent of our impact. We want to influence the mindset of travelers about what a vacation really can be. It’s not just somewhere you go to be served and waited on. It’s outrageous to me that typical all-inclusive options are considered ideal vacations, especially when you know the realities of what’s going on outside the gates of the resort. We want to spark their curiosity about experiencing the unique cultures and landscapes of the people with whom we share our planet. We would like to get better at communicating these things to people. Our Planeterra events and our new concept stores are an excellent forum for this.
YYZ: I visited the G Adventures concept store in the Annex – a very sleek space! The store manager, Jerry, explained that brand awareness and a more interactive customer experience were the motivation behind the Concept stores, currently located in Toronto and Vancouver. He described the various in-store events including seminars on G Adventures tours, Planeterra awareness, international wine tasting, travel writing and photography, learning how to salsa, how to buy a backpack, health and wellness for travelers, and a number of other interesting and relevant topics. Izabela, one of the store’s Adventure Specialists, conveyed her passion for helping travelers find just the right adventure to fit their budget, time frame, and interests. What else can you tell me about the concept stores?
BPT: The Toronto and Vancouver concept stores have been very successful. What I like about the concept store is that a lot of people can’t figure it out right away. We like being on the edge that way. They walk in and wonder what we are, they use the interactive terminals, engage the staff in conversation, read some brochures, find out about in-store events and G Adventures promotions, learn about the trips and most importantly, about sustainable tourism and our Planeterra initiatives.
YYZ: What kinds of adventures do you offer?
BPT: We have trips for everyone and every demographic. We offer more than 1000 adventures in over 100 countries, and 10 different trip styles including active, family, volunteer, comfort, gourmet and expedition options. 40,000 people travel with us every year, and we have incredible choice to suit their specific travel needs. People may think that because we are an “adventure” company, our travelers are very young and highly athletic, when in fact, the bulk are over the age of 35 and more mainstream travelers. When discussing trip options with travelers, we take into account their travel experience and threshold for adventure. Some people are ready for Cuba or Costa Rica, while others are more suited for Tibet or a cycling tour in Morocco. Others may want to experience our polar expedition to Antarctica. We have an extensive global network and sell our trips all over the world. This means that on your trip you will be with a small group of no more than 12 travelers from around the world who have similar travel interests, making for an adventure inside your adventure! No one else offers this.
YYZ: The polar expedition sounds exciting! Tell me more.
BPT: It’s very popular. Antarctica sold out this year and is almost sold out for next year! I went to Antarctica in March 2003 and came back knowing that as a leader in this industry, G Adventures had to pioneer in that area. We found a ship that was perfect for us, a legendary expedition ship called the M/S Explorer – the first Antarctic passenger ship. It’s a polar ship that goes to Antarctica and the Arctic and we also run trips into the Amazon and in Europe. It’s our version of cruising, but with only 108 passengers and 60 staff going to some of the most unique destinations. It’s been a fantastic ride developing the Expeditions program and running the ship.
YYZ: Very Shackleton! What can travelers expect to experience on the Antarctica trip?
BPT: Early in the season you’ll see fantastic icebergs, amazing wildlife including whales and colonies of thousands of penguins! You’ll enjoy incredible food and learn about the interesting history in Antarctica. Zodiac cruising is really cool, too. It’s a unique experience that can’t do anywhere else.
YYZ: What new trips would you like to add to the G Adventures portfolio?
BPT: We have never really done inbound North America, so we would like to find interesting cultural exchanges to bring people right here into Canada and the United States.
YYZ: Tell me about some of your favourite trips.
BPT: I was completely taken with Tibet and excited about Mongolia. Ecuador is fantastic. I love Belize because you can wander around, get lost, and be completely anonymous there. I’ve never been to Russia, so that’s somewhere I’d definitely like to go.
YYZ: You were born in Trinidad and grew up in Calgary. How did you end up in Toronto?
BPT: I came to Toronto on New Year’s Eve in 1989 to start my business. My father told always told me never to be a big fish in a small pond, so I was determined to come to Toronto and succeed here. Toronto is a world class city, great for international business, culture and family life.
YYZ: Let’s thank your father, then, for setting you on the path to success! What did you want to be when you grew up?
BPT: Well I knew I wanted to start a business for sure. I won a Junior Achievement gold medal in Alberta for starting my own business when I was 13. At 16 I got fired from Denny’s and from the McDonald’s training program, so early on I recognized that I had problems working for someone else. When I moved to Toronto, I thought I was going to start a record label, because music was my passion. Nirvana was the big band that just came out. The music scene was changing so quickly and I didn’t understand the business model. After a trip to Thailand, it became very clear what I wanted to do.
YYZ: What does entrepreneurship mean to you?
BPT: Entrepreneurs are the artists of the business community. They are extreme and eccentric and have “out there” personalities. I’m a real believer that the process of entrepreneurship is no different than being an artist. The process of building a business is no different than doing a painting, or writing a song. You put all your energy, emotions and time into your creativity. When you’re building a company, you have to be creative in the way you do things. Also like an artist, in the end you get a product that represents you and your passion completely. At the same time business can be very unemotional and not conducive to this type of creative approach. I can go to any business function and pick out every entrepreneur in the room from typical hired CEOs. They are very passionate, focused, driven, and energetic. Entrepreneurs are the ones who really create. But creative people sometimes don’t make the best business people.
YYZ: It takes one to know one, I guess! Do you think the entrepreneurial drive is hard wired?
BPT: Certain things are innate, such as work ethic and fundamental creativity. However, there are aspects of leadership and business that can be learned, like reading a balance sheet and managing people. Entrepreneurs are a different breed.
YYZ: You’ve been recognized as one of Canada’s Top 40 Under 40, Entrepreneur of the Year, Leader of Tomorrow, and you’ve received the National Citation for Entrepreneurship, to name a few awards. What does all this recognition mean to you?
BPT: It’s really great to be recognized by your peers, and to be acknowledged as a leader or a winner in anything. I would like to celebrate it more, but those kinds of individual achievements are becoming harder for me to accept. I’m still only in my thirties, and I feel like I’ve got so much more to do. It’s like putting me out to pasture too early, when I feel like I’ve only just begun. I was very surprised, very honoured, and it meant a lot to my parents!
YYZ: G Adventures was just recognized as one of Canada’s 50 Best Managed Companies. You’re also among Canada’s Top 100 Employers. Congratulations! What does all this mean to you?
BPT: Thank you! Well, any time we win these business awards, we’re always quite surprised at the company we’re in. We still sometimes see ourselves as “the little company that could”, so it’s an overwhelming honour for us to be part of such a remarkable group of companies.
Both of these awards were milestones for us. Being one of the 50 Best Managed Companies recognizes everyone’s hard work in running their departments and their areas really well. Being among the Top 100 Employers is great because it recognizes that people like to work here and that we treat them well.
YYZ: What distinguishes you from other employers out there?
We’re very entrepreneurial and nimble as an organization, able to accomplish a lot. We have a lot of bright young smart people and fantastic leadership. I think it’s exciting to be involved with a company that has our reputation as a solid leader in business, not just travel business. We are a great company, not just a great travel company.
Of course we offer great benefits, fantastic holidays, and an exciting work environment, but we really want to give our people a sense of purpose. We want them to be passionate about what we do as a company on a grander scale in terms of sustainability and giving back to the community.
YYZ: How do you stay motivated?
BPT: It’s very easy, keeping my business sharp. I’m competitive by nature so I enjoy keeping our lead. I love the intellectual challenge of running a business, and being a leader and a coach, not just a crazy entrepreneur with wild ideas.
YYZ: How do you spend your work days now?
BPT: I’m involved a great deal with our Planeterra Foundation projects, our product development department and our IT initiatives. We’ve recently split our sales and marketing department in two, and brought in a new management team with finessed skills that we didn’t have as a company that grew organically for 15 years. It’s an exciting time. I’m more motivated now than I’ve ever been, with this new management team. They’re keeping me on my toes and helping us grow into a real business entity.
YYZ: Tell me about your speaking engagements.
BPT: I do a lot of public speaking, probably about 40 or 50 speaking engagements a year, usually at colleges, business programs, banks - everyone wants to figure out the mind of the entrepreneur! I especially love speaking to young entrepreneurs and encouraging them to stay in Canada, and to develop new ideas here.
YYZ: What principles do you live by?
BPT: I’m all about continually getting better – relentlessly. People might say “business is great, you’re doing so well” and wonder why I’m still pushing, why I’m always trying to create more.
YYZ: It’s the hallmark of an entrepreneur.
BPT: It’s my nature. I hold myself up personally to that standard of continuous improvement. It’s not easy - it’s a painful process of constant self-evaluation, and in order to improve, I find myself doing a lot of things that aren’t necessarily my strengths. But I also believe it’s important to recognize my limits – I can’t be everything to everybody.
YYZ: What do you consider to be your strengths?
BPT: Leadership. Focus. Passion. Energy. Lateral thinking. Willingness to take risks.
YYZ: Are you excited about the Great Adventure People TV show?
BPT: Absolutely. We’ve filmed our first 13 episodes for CTV, and we’re also featuring them in the concept stores. It’s quite exciting, with a camera crew following our travelers who come from all over the world to meet for our adventures. Whether it’s an adventure in India, a trek in Nepal, a safari in Kenya, or climbing Mount Kilimanjaro, the people who come together form a bond and create a very special experience.
YYZ: So what’s on the horizon for G Adventures?
BPT: There are quite a few big things on the horizon for us – we’re always up to something! We have a few tricks up our sleeve, and all I can say is that we’re preparing ourselves for the next phase of our business, which I’m really excited about.
YYZ: Speaking of tricks up your sleeve, I hear the circus is coming to town! Tell me more about Ignite the Night and the other exciting Planeterra events lined up for 2006.
BPT: Yes, on Thursday May 4th at the Steam Whistle Brewery, we’ll be partnering with Zero Gravity Circus for Ignite the Night, featuring acrobats, contortionists and fire spinners. Tickets are $25 and all proceeds go towards our project in Cusco, Peru, where we’re buying land and building a street kids’ home.
We’re also holding our 3rd annual Jump for Charity on the weekend of July 8-9. Participants raise a minimum of $250 in pledges for the opportunity to skydive, with all monies going to the Planeterra Foundation.
You can get more information about these and other events at the G Adventures concept store on 346 Bloor Street, just west of Spadina in the Annex. You can also keep up to date by signing up for our newsletter and visiting our websites at www.gadventures.com and www.planeterra.org.
YYZ: You’ve given YYZ readers a lot to think about, whether they’re planning their next trip or starting their next business. Any final words for travelers?
BPT: You can change your life and change the world with your holiday choices. You can have an observable social impact on the communities you visit. If you take yourself out of your comfort zone, you’ll come back a better person with a greater appreciation not only for other people and other cultures, but for what you yourself have, wherever you come from.