Guidelines on Abta’s MemberZone follow feedback from agents for support on adopting a sustainable approach amid a growing appetite among consumers. Guidance focuses on four areas – environment, destination management, animal welfare and human rights – as identified in Abta’s Tourism for Good report.
Abta found almost three times as many people now say sustainability is important to them when planning their holiday compared to 10 years ago. It said it recognised how agents engage in sustainability varied by the size of their business and resources.
“The new guidance is designed to help agent members find a sustainability approach that is suitable for their business, whatever their size,” Abta said.
It recommends three ways agents can approach sustainability:
- Address your own business operations – identify actions to reduce resource use, look after your staff or support your community.
- Explore sustainability in the supply chain; sell Travelife hotels and ask how aviation is reducing its emissions. It adds: “Are you aware of products that most tour operators won’t sell and why, such as elephant riding or orphanage visits?”
- Engage your customers – think about how you can profile holidays that benefit communities or nature in your marketing and social media activities to maximise your sales.
Susan Deer, Abta’s director of industry relations, said: “Sustainability is rising up the agenda on all fronts – from customers to politicians, but it can be hard for travel agents to know where to start when it comes to adopting a sustainable approach as well as finding the time and resource to do this.
“Even if customers aren’t raising sustainability with agents directly, it doesn’t mean that it isn’t on their mind. By being proactive and easing it into sales conversations, agents could help people feel more confident to book, particularly as 41% say they are more likely to book with a travel company with a better sustainability record.”
Abta’s hybrid conference Delivering Sustainable Travel takes place on 2 March, with discounted rates for members and a limited number of free places for agents. To apply for a free agent place, email events@abta.com
