Not flying somewhere “just because it’s cheap”, building carbon into travel prices and subsidised holidays for “those who deserve it” were all discussed during an Earth Day panel today (22 April).
The newly formed Travel by B Corp hosted its first event, discussing what it means to travel sustainably and sharing ideas on how people can become more responsible travellers.
A poll of more than 100 viewers found that in answer to the question “What steps are you most likely to take to travel better in the future”, 62% would choose to use an operator that gives back.
Asked which things they’d like to see stop and begin in the industry with regards sustainability, the panel had varied answers.
Zina Bencheikh, managing director EMEA, Intrepid Travel, said she would like to see fewer words and more actions, with Juliet Kinsman, sustainability editor, Conde Nast Traveller, agreeing she wanted “more show, less tell”. “We need more measurables, more science and detail around financials.
“I still want to see the lovely emotional stories, but we need to qualify these statements around sustainability specifically.”
While Rory Boland, travel editor, Which?, said he called for managed government intervention to prevent overtourism, and an end to short flights: “Particularly in this country I’m hugely frustrated with our approach to rail and the benefits that could bring.”
Thomas Power, founder and chief executive of Pura Aventura, focused on flight sales.
“Don’t fly somewhere just because it’s cheap, and start building carbon into pricing,” he said. “It can’t be treated as an externality any more. It’s unbelievable that it still is. We have to take it in on the chin.”
The panel highlighted that aviation fuel remains untaxed.
Asked whether such measures could cause travel to revert to being exclusive to rich people, Bencheikh suggested people should travel less but for longer, and utilise trains and destinations closer to home.
Power argued that the “problem lay with those who take multiple holidays a year.
“Looking forward to carbon pricing levels of up to $100 a tonne, for a short-haul holiday you’re talking about adding £60 to the cost of a flight.
“It’s not catastrophic percentages being added,” he suggested. “It can’t be free.
“I wouldn’t overestimate even at higher end of pricing what the true impact would be.”
Kinsman flagged however that for some people in lower socio-economic groups, “a cheap package holiday is all they can afford and all they want”.
“They don’t have time to take three weeks off work to take a train to Portugal,” she said. “And B&Bs and hotels in the UK can be very expensive and not great quality.
“I don’t know what the answer is. I do think there should be subsidisation for people who deserve a holiday.
“People talk about planting trees, but we need to be setting out way more community initiatives for people who live in inner cities who perhaps should be subsidised to have time in nature. It’s just not affordable for a lot of people.”
The panel was asked what clients should be asking businesses with regards their sustainability credentials.
Boland said Which?’s audience – which comprises “general travellers”, were taking an interest in sustainability, slowly.
“The greater challenge is mass tourism. I have found it better to nudge people rather than push them. If you make people feel bad about their choices then they immediately push back.
“We need to do a better job of nudging consumers into making those choices by demonstrating to them what those better choices mean to them and then hopefully they will choose some of those better companies.”
He added though, “what makes it really difficult for consumers is greenwashing”.
“We almost publish nothing on a regular basis about sustainability because we’re sceptical about so many of the claims that are out there and to interrogate those is really time-intensive and difficult.
“All most companies have initially is suppliers’ word to go on.
“So for consumers it’s really tough and I do think we are going to need organisations like B Corps that have done some of this interrogation for you.
“They then prompt the questions you need to ask. It’s never straightforward – some things can be good, some bad. But if we can cut through questions in consumers’ minds hopefully it will shift them to better organisations.”
Kinsman added her belief it will become illegal to make greenwashing claims, in the same way the food industry might have called something “pure”.
“People will have to qualify those claims and consumers will demand that.
“We’ve all had a wonderful year of reflection and a lot more people are joining the sustainability conversation. Anyone can say they’re eco-friendly. No flight is eco-friendly.
“Language-wise people will hold it to account and you won’t be able to make these grand green claims.”