The travel industry needs to stop expecting consumers to lead the change when it comes to sustainable travel. That was the message from easyJet holidays chief operating officer, Matt Callaghan, when he took to the stage at yesterday’s Abta Sustainable Travel Conference. Instead, he urged the industry to take ownership of sustainable travel, in the same way the coffee shop industry embraced the Fairtrade beans movement.
Callaghan asked delegates whether they had been offered an upsell to Fairtrade coffee that morning. “Why were we not offered it?” he asked. “Because they’ve already incorporated it!”
