“Do you want to be a business that makes money from causing society’s problems or one that makes money from solving them?” was the challenge laid down by PwC partner Tom Beagent as he opened TTG’s first ever Fairer Travel Sustainability Forum, in association with the Spanish Tourist Office.

He told delegates action on climate change was now urgent, and of particular concern to travel given its impact on weather, the disappearance of habitats and decline of species that traditionally attract tourists. He also flagged growing inequality around the world, with just eight individuals worth the combined wealth of half the global population. Supposed “solutions” like sustainable aviation fuel weren’t “silver bullets”, said Beagent. “We won’t be able to produce as much as is actually needed,” he said, arguing that other solutions were urgently required.

Beagent discussed the findings of a recent TTG-PwC survey, which examined sustainability intentions from travel companies. The report found 20% of firms cited environmental sustainability as their number one priority, while 73% insisted it ranked highly as a topic of concern – although was not their number one priority.

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However, less than two-thirds (63%) of firms admitted they have a clear action or transition plan for how they will meet their environment goals and targets, while only 30% said they have “a clear customer channel for raising environmental concerns to management”.

This matters, Beagent stressed, because 90% of companies said they wanted consumers to perceive them as a company taking strides to be more sustainable, rising to 96% with regards to staff. “These are quite worrying stats”, Beagent noted, particularly if companies don’t have a clear strategy in place.

“Businesses need to see sustainability not as a risk that needs to be managed but as an opportunity for innovation and differentiation,” he added. “The ‘circular economy’ needs to move on from being a buzz phrase. It takes leadership, foresight and ambition, but above all it’s about taking action.”

Meanwhile, travel businesses have been told they must include sustainability initiatives in their Covid recovery plans if the industry is to bounce back effectively from the impacts of the pandemic.

TerraVerde Sustainability director Patrick Richards said 45% of TTG Fairer Travel Sustainability Forum delegates had prioritised their pandemic recovery plans over sustainability schemes and environmental footprint. “This is unsustainable,” he said.

“Tourism keeps on getting walloped – pre-Covid, during Covid and after. It is absolutely essential we build these things into our frameworks and strategies now. We need to respond responsibly in a way that highlights the planet and our businesses.”

MORE: Embed sustainability in Covid recovery plans, travel leaders urged

Fellow director Marina Bradford outlined five “key components” of good sustainability strategy that agencies and operators can take onboard while also focusing on their recovery from Covid. “It has to be rooted in purpose,” she said. “What do you exist for and why do you want to do it? Every organisation will need to find its purpose.”

Richards and Bradford also told businesses not to “jump on the bandwagon” with their policies, warning larger companies’ initiatives may not work for smaller firms.

Delegates also heard how becoming a B Corporation company should not just be considered an ethical imperative but also a tool for attracting new recruits. “It’s about being able to say, ‘we exist for the benefit of all stakeholders – people, planet and profit’,” said Thomas Power, co-founder and chief executive of Pura Aventura, which became B Corp-certified in 2020.

To become a B Corp company, businesses must address questions on their governance, workers, community, environment and customers. Power said companies shouldn’t be put off by their performance on a certain criterion versus another, as the process is points-based.

He encouraged firms to “identify quick wins”. “It can seem quite scary, but it makes you think and question things in a positive way,” he said, noting points can be accrued by working with other B Corp companies.

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B Corp status has also proved an effective recruitment tool, said Power. “Staff love it, especially Gen Z, who really care about ESG [environmental social governance].”

Power (inset, below) reiterated the 12-month assessment process gave firms time to address their weaker areas. He also highlighted the speed at which B Corp awareness is growing among businesses; there are now 30 B Corp travel businesses, up from four in 2020.

These firms, he added, have banded together to form a Travel By B Corp group. “We want to make it a symbol of trust for consumers who want to do the right thing but don’t know how. Travel by B Corp lets us put a more positive message out.”