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Exclusive data shows agents’ confidence discussing sustainable travel with clients is booming. Here’s how advisors can capitalise on their knowledge.
Agents have grown increasingly confident in promoting sustainable travel in the past year, fuelled by rising consumer demand for holidays with a positive impact.
Earlier this year, TTG quizzed readers to discover how confident they were when talking about the issues and topics surrounding responsible travel. We asked the same questions in 2022 and, in the space of just 12 months, agents’ confidence levels have surged.
They are now much more assured when chatting to clients about how they can respect wildlife and support biodiversity, the ways to avoid unethical animal attractions, how to reduce single-use plastics and ways to support local communities. And a whopping 90% of agents said their role is important in helping the industry become more sustainable.
As one respondent said: “Selling responsible travel is about the agent helping to change the mindset of one customer at a time.”
This positive growth reflects the growing priority customers place on responsible travel. Back in 2022, 80% of agents felt their clients were interested in it, but when asked the same question this year, the figure rose to 85%.
While consumer interest is growing, several agents said very few clients ask about the sustainability credentials of a holiday during the sales process.
Sarah Weetman, sales director at G Touring (Just You and Travelsphere), said that can quickly change, explaining: “Sustainable travel isn’t always the key driver in decision making for customers, however, once they have experienced it on a trip it will become one of their top priorities! Customers have a level of expectation that the operator is being responsible; they want to know that when they are going away, they are doing good.”
Mark Walter, head of UK sales at Hurtigruten Group agrees, and believes the landscape is changing. He continues: “Agents should do the research for their clients, in order to offer them a sustainable option that doesn’t cause the customer extra work. We hope that in the near future, sustainability will be a deciding factor [when booking a holiday], so if agents get familiar with what sustainable travel means now, they are well prepared for the future.”
90% of agents think their role is important in helping the industry become more sustainable
TTG’s survey revealed a huge opportunity for agents to promote their expertise in crafting trips that have a positive impact. A quarter of agents never include sustainable travel messages in their marketing content, and more than a third fail to include it in their pre-departure communications with clients.
Aishling McLoughlin, business development director at Iberostar Hotels & Resorts, suggests utilising information and content from sustainable suppliers. She explains: “Iberostar has a wonderful array of images, videos and text to showcase all of the sustainability actions and achievements – including how it can be seen in action in the hotels. This is available for our agent partners to use to showcase how a client can enjoy a sustainable experience.”
Sophie Nelson, travel and partnerships manager at Avis Budget Group, suggests showcasing the impact each aspect of a holiday can have. “For example, the benefits of car hire can be to visit destinations that do not receive large amounts of tourism, and the ability to have unique experiences with local communities,” she says.
There are also opportunities for agents to promote what happens behind the scenes at their business. The survey showed that in the past year considerably more agents have taken steps to improve in areas including their energy use and reducing and recycling paper and plastics. They’ve also focused on the carbon footprint of their own travel and marketing activities, and in creating a diverse and inclusive workplace.
Updates on a business’s journey towards becoming more sustainable can be woven into social media content and email newsletters, providing an insight into how a business operates as well as sharing top tips clients can try at home.
85% of agents say the TTG Sustainable Travel Heroes initiative has educated them about what sustainable travel is and how to sell more of it
One agent respondent said: “I think it’s imperative that we all make changes, big or small, to provide or encourage sustainability and responsible tourism. For some, this means little steps at home first; more recycling, or fewer journeys by car. We can all do something. As agents, we need to pass on the information we get and make customers aware of the part they play.”
Joanna Reeve, head of business development at Intrepid, adds: “Customers are more aware than ever of the impact their travels have on people and the planet. They will be looking to agents to advise them on how to make the right choices. As the travel industry, we have a front seat to the impact of climate change around the world and it’s clear 2023 is the year to put sustainability firmly on the agenda and create actions behind the words.”
Over the past year, TTG has shone a light on the credentials of our five TTG Sustainable Travel Heroes, with the aim of providing accessible, educational and useful information to agents
The vast majority of agents said the features, videos and information have increased their confidence in selling the project partners, with 85% saying it educated them about what sustainable travel is and how to sell more of it. In addition, 77% agreed that it empowered them to begin conversations with clients about sustainable travel. And 90% said the initiative had encouraged them that taking small steps, and encouraging clients to do the same, can make a difference.
Content includes:
• Selling sustainable travel starter packs
• Videos and reports from fam trips with the Heroes
• Webinars on how to easily sell each of the Heroes
• 10 ways to promote sustainability in your marketing
• How to identify the best sustainable travel partners
• The practical ways you can help put an end to plastic
• How the industry – and you – can help conserve the planet
• How to identify responsible wildlife encounters
Tools available at ttgmedia.com/sustainabletravelheroes
