That was the consensus among delegates at the Adventure Travel Networking conference last week.
Speaking on a panel about responsible tourism, Sunday Times’ chief travel writer Chris Haslam said: “Holidays should be fun. Compromising on comfort – that’s not as much fun. As soon as you start ramming facts down people’s throats they turn off.”
Explore managing director Michael Edwards advised businesses to achieve this "by example, not by coercion". “Make incremental changes that are subtle but that might help the customer to make a comparison with what they have experienced elsewhere," he said. "The customer will work it out for themselves.”
