The Competition and Markets Authority (CMA) has identified the travel industry as one of the sectors where some companies have been making “misleading” environmental claims not backed up by data.

Hugo Kimber, founder of emissions data specialist Carbon Responsible, said travel firms had to back up any claims they were making to customers about cutting emissions, during a session on sustainability at the Aito general meeting in London on Thursday (8 October).

“The CMA’s recent report explained that about 40% of companies are making claims about the environment that are not substantiated and could be misleading,” he said. “They are focused on two sectors: travel and retail.

“If you start making statements and not backing that up with numbers and information, the CMA will also take an interest in what you’re doing.

“If you’re not going to do something in this area, then it’s best if you don’t mention this subject at all.”

The meeting also heard from Jeremy Sampson, chief executive of the Travel Foundation, about the Glasgow Declaration: An Urgent Call for Commitment to Climate Action in Tourism.

The declaration is a travel industry initiative, built around 13 “guiding” principles, launched ahead of COP 26 (United Nations Climate Change Conference) in Glasgow on 31 October-12 November.

“It’s impossible to continue to ignore the greatest challenge of our times – climate change,” said Sampson, who added that tourism accounted for an estimated 11% of global greenhouse gases in 2019.

“It’s time to rethink some of our most carbon-intensive activity, including modes of transport and the use of materials to provide activities.

“We need to talk and share stories to amplify common messages and solutions. We need to use tourism as a tool for increasing knowledge.”

Carbon Responsible’s Hugo Kimber said that “travel is behind” other sectors in reducing emissions and stressed the importance of businesses being able to measure their carbon footprints - both in their offices and from the holidays they organise.

“Travel is going up as other sectors are going down,” he added. “Do what you can, as fast as you can. This is not going to go away.”

Prue Stone, who chairs Aito’s sustainable tourism committee, said consumer demand for more sustainable travel would be “transforming” for the industry.

“We want to help you to implement action and build resilience,” she told Aito members. “Whatever your driver, you will have to do this. We want to support you more actively.”