The sustainable travel landscape is always evolving and, to gauge agents’ and customers’ changing views, in January TTG conducted a survey with more than 180 agent readers. 

The results showed a modest increase in the number of agents saying sustainability is a significant priority for their customers compared with the same time last year. In addition, more agents are now including messages around responsible travel in their marketing, and sharing travel tips before their clients depart.

However this positivity is set against a backdrop of a slight decline in the number of agents who believe they play a key role in helping the industry become more sustainable.

At TTG, we know agents are vital to inspiring travellers to make positive choices, and this year’s TTG Sustainable Travel Heroes programme will share the knowledge and tools you need to sell this incredible way of travelling with confidence.

Here, our experts share their top tips for communicating the right messages throughout the customer journey, so you can start to play a role in driving change.

1. ATTRACTING THE CLIENT 

Aishling McLoughlin, business development director for the UK and Ireland, Iberostar Hotels & Resorts, says: "We understand that many customers seek a relaxing holiday experience to switch off from their busy lives. We also know that many wish to support environmental and community initiatives through sustainable travel. Show your clients how they can achieve both by bringing ideas directly to them."

• Research which suppliers offer sustainable travel options, and partner with trusted providers who offer enriching, responsible experiences.
• Use your expertise to effectively promote these options and connect with suitable clients via social media, newsletters and online. We offer agents a range of engaging content featuring messages around sustainability – including videos, images and written materials. Just head to iberostaragents.com/uk.
• Simplify the process for your clients and clearly demonstrate the positive impact they can make by booking with you. Consider using the promotional material from our “You Do You” campaign, which highlights how travellers can have the trip they want, while also contributing to sustainability.

2. SECURING THE SALE 

Natasha Marson, head of trade distribution, easyJet holidays, says: "Always make sure the package suits the customer’s needs – we offer a wide range of brilliant holidays while still ensuring we have a positive impact on the people and places that make our holiday so special."

• Build an itinerary with enriching tours and experiences. All the tours and experiences we offer through our partner Musement meet our high sustainability standards, including our industry-leading animal welfare policy.
• Assure clients that there is no additional cost. As part of our aim to make more sustainable holidays mainstream, we’re committed to ensuring we still provide incredible value for money to our customers, while enabling them to “Holiday Better”.
• Utilise supplier resources – we have a range of materials available for you and your customers, including a dedicated Sustainability Hub webpage, and sustainability content within our Holidays Unpacked magazine.
• Keep up to date. We’re continuously expanding our portfolio of Certified properties that meet requirements on sustainable management, environmental protection, supporting local communities and promoting local heritage.

3. PREPARING FOR DEPARTURE 

Joanna Reeve, head of partnerships, Intrepid Travel, says: "Help your clients have a fantastic experience while also enjoying the added feel-good factor of knowing their presence has a positive impact, by sharing advice before they depart."

• Travel more sustainably with a few simple swaps. Encourage clients to bring a reusable water bottle and bag — Intrepid provides a cloth bag at the start of every trip. Suggest reusable coffee cups, straws and solid soap bars to cut down on plastic waste.
• Recommend locally owned accommodation, restaurants and experiences to support communities, and when pre-booking activities, choose authentic, locally run options that give back to the people who call the destination home.
• Knowing suppliers and their credentials is key – what looks sustainable isn’t always. Opting for B Corp Certified businesses ensures high social and environmental standards, so clients can feel confident their impact is positive.
• Finally, encourage clients to take longer trips instead of multiple short ones to reduce flights and carbon footprints. Small changes add up to a big impact, making travel more responsible for both people and the planet.

4. FOLLOWING UP 

Emma Butterworth, Adventures by, and a 2024 TTG Sustainable Travel Ambassador, says: "When clients, consciously or not, make a more sustainable choice for their travels, it is always received positively. It’s the feel-good factor we need to tap into!" When customers return home… 

• Highlight positive impact by sharing how their choices made a difference to local communities or conservation efforts.
• Encourage them to reflect on their experiences and ask how and if their sustainable choices enhanced their experience and connection to the destination.
• Suggest future experiences by recommending similar eco-conscious destinations or activities.
• Promote longer-term habits by offering tips like packing reusable items or choosing direct flights or rail travel.
• Encourage them to share reviews or social posts to inspire.

Get more tips and advice from our TTG Sustainable Travel Heroes.