Should this quietly become the “baked in” way of operating? Or should this vital evolution in supply chain management and procurement be shared proactively with customers as part of tourism promotion along with how wonderful the holiday experience will be?
According to a recent World Travel and Tourism Council survey, 87% of travellers expressed a desire for more sustainable travel options. Charitable Travel carried out its own nationally representative survey last year, in which a slightly more modest 62% said they would opt for sustainable travel choices.
This sentiment is backed up by a study in the Journal of Sustainable Tourism, which found destinations promoting eco-friendly practices experienced a notable increase in visitor numbers, as well as a positive reputational boost.
Travel by B Corp, meanwhile, has investigated the crossroads of product design, marketing and behavioural economics.
As travellers, we’re inherently guided by emotion and desire. The allure of pristine beaches, ancient cityscapes and untouched landscapes are siren calls that tug at our wanderlust.
’Consumers increasingly aware of greenwashing’
Yet, in this modern era of heightened environmental consciousness, our decisions are influenced not just by whims, but also by values that fall into the #travelforgood arena – us wanting to make the right travel choices.
The way we present sustainable tourism in our marketing can also significantly impact consumer perceptions.
Findings published in the Journal of Consumer Research suggest framing sustainable choices as opportunities to positively impact local communities and eco-systems can increase their appeal. So should we overtly market sustainable tourism to consumers?
The answer, in my opinion, is a qualified yes, hinging on authenticity and education, the ever-increasing availability and quality of sustainable tourism products, and the market becoming more knowledgeable.
Consumers are increasingly aware of greenwashing. A study by Booking.com revealed that while 72% of travellers believe travel companies should offer more sustainable travel choices, 58% are unsure how to make these choices themselves.
Anecdotal comments shared with Charitable Travel through its survey highlighted confusion among customers about what and who to trust, and how to conduct the research needed to make the right choices for themselves.
This is where education becomes our beacon. Marketing sustainable tourism is not just about buzzwords; it’s about giving tangible information to empower travellers to make ethical decisions.
Imagine if a family researching their next trip is armed with insights about the carbon footprint of their travel choices, the positive impact of staying in locally owned accommodation and the preservation efforts supported by their tourist pounds.This transparency level cultivates trust and elevates the overall travel experience.
Weaving sustainable tourism into our marketing is not just strategic, it’s responsible. The statistics speak for themselves, with travellers showing a clear desire for eco-conscious options.
By combining our marketing expertise, an acceptance of behavioural economics and sustainable practices, we can support the destinations, hotels, activities and attractions we hold dear, while increasing our customers’ trust in us – and enhancing our industry’s reputation.
Melissa Tilling is chief executive of Charitable Travel
