Page 82 - BILANCIO DI SOSTENIBILITÀ 2017 RISULTATI E PROSPETTIVE

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country’s reforestation program: a to help build environmental and
tree is planted for each visitor. The cultural awareness.
goal of this sustainability project is
to restore a portion of Iceland’s once- Home away from home
vast forests, which were razed by
the Vikings for timber and to create The ship is the ideal setting for
grazing land. Similar experiences the engagement of the Company’s
are also available in Indonesia and main stakeholders, our guests.
Thailand which, while famous for From the point of view of the
their superb beaches, can now be seen customer relationship in the context
in a new light. On Lombok, cruisers of sustainability, this constitutes
meet local craftsmen and, with the a unique opportunity to convey
help of a guide, learn how to make messages, create awareness and
typical souvenirs such as wooden encourage our “shipboard citizens”
carvings and wickerwork products to adopt responsible behaviors and
using different local plants. On the lifestyles oriented towards respect
island of Phuket, Costa’s guests can for the common good.
spend a day at the children’s village, In any event, Costa starts from the
which was set up by the Lions Club in principle that it is necessary first
the wake of the tsunami for children to build paths directly linked to
orphaned or otherwise affected by processes, with the aim of finding
the disaster. The importance of such pre-emptive solutions and applying
initiatives for the community is innovative systems and only then
beyond doubt; they shift economic engaging the guests and securing
CUSTOMER SATISFACTION resources to deprived areas away their proactive participation through
NPS 50.85% from the conventional tourist circuit persuasion rather than imposition.
(+17.7% vs. 2016) and provide support for traditional Our guests’ heightened awareness
2
trades, which are still among the of sustainability issues cannot be
main sources of local income. separated from the fact that they are
In keeping with the above is Costa’s on holiday. Indeed, more and more
idea of ecologically sustainable cruise passengers are interested Being socially accountable ashore and at sea
nature-based tourism, underlining in sustainability, environmental
the concept of “discovery”; protection and human welfare, and In addition to the careful planning Umberto Veronesi and the Pink
everywhere we sail to, we organize are looking for impactful travel of its shore tours, Costa Cruises’ is Good project, financing a
specific eco-tours to unspoiled areas. experiences. All of this tallies with sense of social responsibility is also scholarship for research aimed
There are some 415 eco-tours: they Costa’s strategic objectives and reflected by its solidarity projects, at preventing and beating breast
include trekking, walking tours, also takes into account the values designed to support community cancer. In addition to the fleetwide
bike rides, kayaking, canoeing and cherished by many of the Company’s development in the ports of call, by information campaign, when the
so on. These low environmental customers, notably the younger making available expertise, skills Costa Fascinosa ported in Naples
impact excursions take guests to generations and Millennials in and resources. Costa continues to there was a non-competitive,
parks, oases and nature reserves and particular. use its ships to assist community fundraising walk called “A seaside
provide more immersive and intense Tangible examples of this are support projects and raise funds stroll in pink” in which crew and
experiences. Costa Cruises facilitates the separate collection of waste for charities, with the direct guests from the ship took part,
the experience by arranging special streams on board our ships, water involvement of guests and crew, together with local citizens.
information sessions for crew conservation efforts in the cabin and the latter also by means of the In terms of employee hands-on
members and guests alike, so as the “Taste don’t Waste” campaign. employee volunteering program. volunteer initiatives, Costa’s Genoa
In 2017 Costa continued its headquarters teamed up with IKEA
2 The Net Promoter Score (the industry standard measurement of customer loyalty) is used to assess customer
satisfaction, point to areas of service delivery that require improvement and measure guests’ degree of loyalty. fundraising for the Fondazione for a good cause: a team of more