Sustainability is no longer a niche topic. The majority of clients understand their choices have an impact, but that does not always translate into clear conversations at point of booking.
It can help to move sustainability out of its own category and instead treat it as part of what defines a well-considered, high-quality trip. In practice, this means reframing how responsible travel is presented.
Rather than leading with data or credentials, start with what makes a trip exceptional. A slower journey that allows more time for taking in new places – a wildlife experience rooted in conservation, an independently-owned hotel that invests in its local community.
These are not compromises. In fact, they are often indicators of depth and quality.
Make it routine
One of the most effective ways to bring sustainability into the conversation is through curiosity. Asking clients what matters most to them in a holiday often surfaces values naturally.
Some may prioritise nature and wildlife, for others, it could be culture or community connection. Once those priorities are clear, it is far simpler to shape recommendations that feel both considered and genuinely enjoyable.
It also helps to treat sustainability as part of everyday travel planning rather than a separate conversation. Just as you would ask about dietary requirements or accessibility, it can sit alongside other practical considerations.
When it becomes routine, it stops feeling like an optional add-on and starts to feel like common sense.
Certifications have their place, particularly for clients who want reassurance. B Corp, for example, is independently verified and looks at how a business operates across people, planet and profit. Referenced carefully, it can offer confidence and transparency without becoming a sales point in itself.
Collaboration matters too. Lemongrass is a member of Travel by B Corp, a group of travel businesses working to raise standards collectively.
Through shared initiatives, including projects focused on overtourism and destination stewardship, members exchange knowledge and push for practical change. These are not challenges any one company can solve alone, but working together increases both credibility and long-term impact.
For clients, collaboration signals long-term commitment rather than short-term positioning.
Be consistent
Being comfortable with the subject is key and makes a real difference. Clients respond better to straightforward language than technical detail.
In simple terms, responsible travel is about protecting the places people want to visit in the first place. If destinations are well managed and supported, they remain attractive. If businesses are open about how they operate, trust tends to follow.
Travel has always been rooted in connection to place, culture and nature. Integrating sustainability into everyday conversations doesn’t require a dramatic shift in tone. It’s about being consistent, communicating with clarity, and sparking genuine engagement and curiosity.
As expectations shift, those who build responsible thinking into how trips are designed – and how they are recommended – will be in a stronger position, commercially as well as reputationally.
Alex Liste is director of nature at B Corp PR and marketing agency Lemongrass Marketing.