This was the message from TTG’s Sustainable Travel Heroes, a year-long initiative designed to inform agents about the increasing consumer demand for sustainable travel.

The partners include G Touring, Intrepid Travel, Avis Budget Group, Hurtigruten Group and Iberostar Hotels and Resorts.

Speaking during a session called Agents of Change, five representatives from the companies discussed how sustainable travel alternatives have led caused customers to improve their environmental footprint back home.

G Touring product portfolio manager, Josh Cliffe, said customers who have experienced a sustainable trip are more likely to rebook on a similar holiday.

"After people experience one scheme they actively look for another, and they have a lasting effect on people," he added. "Our vision is to change lives through travel."

Meanwhile, Leslie Latchman, senior marketing executive for Intrepid Travel and TTG 30 under 30 2022 alumnus, said around 90% of guests on one of the brand’s sustainable tours said they had improved their knowledge about sustainability, as well as their mental well-being.

"There are longer term effects, more than two-thirds said it had a real impact on their lives, some even went as far to change their whole career, all because of the experiences they felt on these trips," he continued.

Aishling McLoughlin, business development director for Iberostar, reported 65% of the brand’s 2022 customers have said they researched sustainable hotel options before making a booking.

"I do feel this is the year things are going to shift, the surveys next year could be completely different," she added. "We’re on that journey, our clients are focussed on it and we’re moving in the right direction." 

Elsewhere, Hurtigruten Group head of sales EMEA Andrew Magowan, said it is "crucial" for operators to communicate their sustainability credentials to agents and customers.

"I think it’s incumbent on us to help communicate [sustainability protocols], because it’s not about being green for the sake of being green, it’s about driving the message and being the change you want to see." 

Emily Blundy, international partnerships manager for Avis Budget Group, echoed calls from earlier panelists, and urged the industry to collaborate and build communication networks between organisations.

"We’re all on the journey together, and we must work together to build that content and sell that end-to-end journey," she said. "For Avis in particular, we have to be a part of the whole experience and not just the car rental part. You have got to have those goals and visions in place. It’s about listening to customers and working with local partners."