Page 80 - BILANCIO DI SOSTENIBILITÀ 2017 RISULTATI E PROSPETTIVE

YOU CLIENTS 79
FROM CUSTOMER
TO CITIZEN
Compared to other business sectors, the Company is working to create
the cruise industry stands out insofar as awareness of sustainability issues
there is a special relationship between during the customer experience. This
the company and its customers, approach is closely related to the sense
stemming from their direct perception of responsibility that is part and parcel
of the cruise experience. The guest of our mission, namely to sensitize
experience is both personal and a heterogeneous and international
shared, intimate and collective; it takes consumer base to the importance
place in a self-contained, multicultural of sustainable development and
setting, which is inextricably linked responsible consumption. In what is
to the way the vacation as a whole is a first for the global cruise industry,
experienced. As part of the pathway we are redesigning the cruise product
to sustainability and in its efforts to from a new perspective with a
guarantee the direct involvement of new awareness of the customer’s
its main stakeholders, Costa takes central role as a responsible citizen.
full advantage of the opportunity to Top priorities in this increasing
interact continually with its guests in engagement of guests are sustainable
different ways. The ship becomes a tourism and responsible consumption
veritable floating city, a home away issues. Our sensitization strategy is
from home. On the strength of this deliberately designed to inform rather
intimate relationship with guests, than impose, in line with the fact
that our guests are on vacation and conveying to guests the values
are pleased to be sharing the travel of sustainability and sharing,
experience with others, in harmony with dedicated consciousness-raising
with the environment, and appreciate campaigns. This way, the holiday
the value of all this. becomes personal enrichment for
Accordingly, Costa intends to act guests, who assimilate a sustainable
as a catalyst for positive messages development and consumption model.
A voyage of discovery
and responsible tourism
This new model of tourism is of the impact cruise, which has
synonymous with traveling for becoming increasingly popular in
lasting enrichment and growth; recent years, is based on allowing
the idea of social impact travel travelers to immerse and learn
includes meaningful interaction while making enduring, sustainable
with local communities in the ports contributions.
of call, exploring those communities For example, when they go on
and discovering their people in a nature trip near Reykjavík, in
unconventional ways. The concept Iceland, our guests assist in the