Print isn’t dead. And it seems most customers, even if they start off browsing online, still like to feel the pages between their fingers, particularly at the upper end of the market.

“Although there has been a move to digital brochures, agents have reported continuing demand for printed brochures, particularly from customers booking luxury experiences,” says Abta’s head of sustainability Carol Rose. "However, brochure production can be challenging from a waste management perspective.”

It’s true the days of mountains of expensive print brochures on the shelves of every agency are over, but presses still roll and plastic-wrapped bundles continue to arrive, which creates a sustainability issue.

It’s something Abta is tackling with new guidance in its MemberZone following agent feedback and advice from industry sustainability experts. The association has also consulted brochure companies to identify ways to reduce waste and manage distribution more effectively.

’Evergreen’ brochures

Abta says two things are easily achievable. Simply omitting the date on a brochure would make them relevant across multiple seasons, while the paper used should be certified by bodies like the Forest Stewardship Council.

Then there is the question of supply and demand. Abta says: “The key for tour operators and suppliers is monitoring demand. They can do this by ensuring there is a dedicated team member to communicate with travel agents regarding brochure distribution each season.

"Operators should also avoid sending unsolicited brochures. Instead, distribute brochures in small, targeted packs upon request.”

First Class Travel Group chief executive Daniel Gathercole admits agents “can get frustrated when brochures are sent without them knowing”, but remains a print fan. “We send everyone a link to our digital brochure and our physical brochure," he says.

"We’ve definitely benefited from other companies producing fewer brochures. There are not many producing a physical Japan brochure, for instance. The agents we work with generally want physical brochures to show clients.”

Sustainability in this case is a game of two halves, with agents having to play their part. Hays Travel says its branches across the UK “order the brochures they need direct from tour operators and only these are delivered”.

“Staff are encouraged to refuse any brochures they have not ordered and recycle old brochures where possible using their in-store recycling waste bins," the agency adds.

"If too many old brochures have built up, the Hays Travel maintenance team will arrange their collection via a specialist contractor that is committed to environmentally and socially responsible waste disposal.”

Packing problem

There’s also the issue of packaging. Abta advises bundles of brochures that use “the least amount of material necessary”, such as recyclable cardboard boxes with minimal printing and no plastic wrapping.

Abta says: “Unfortunately, it is estimated only 14-18% of plastic is recycled and 24% is incinerated, with the remainder going to landfill, disposed of via open burning, uncontrolled dumping or released into the wider environment.”

Abta also recommends donating outdated or surplus brochures to local colleges or universities which have tourism courses. The guidelines also extend to in-flight magazines, which Abta says should prioritise “durability and recyclability”.

“I’m really pleased with the work that has gone into developing the brochure guidance," says Abta chair Alistair Rowland. "It’s a good example of the valuable feedback Abta gets from the Council of Regions, and how we’re able to work with members to develop a helpful resource.

“I really hope agents and tour operators are able to use this to start a conversation on how they can work together to reduce waste, and I’d encourage Abta agents to share the advice with their operators.”

And of course, it doesn’t always end with agents; there’s also the issue of what happens to the brochure when the client has finished with it – a gentle reminder to recycle them will do no harm.