Simple steps to help you spread the word about sustainable travel

Talking to clients about sustainable travel doesn’t have to be difficult – in fact, it can be one of the most rewarding parts of an agent’s job. In the fifth and final TTG Sustainable Travel Heroes workshop of 2025, our agent Ambassadors were encouraged to embrace these conversations with confidence, learning how to weave sustainability into their messaging in a way that inspires, educates and ultimately drives bookings. 

The session was hosted by Aishling McLoughlin, Iberostar Hotels & Resorts’ UK and Ireland business development director, and her message was clear. “Don’t be afraid!” she stressed. “We know [talking about sustainable travel] can be daunting. But share your passion and interest in this subject, and lean on your supplier partners for messaging and support.”

Where to promote sustainable travel 

McLoughlin suggested agents start by weaving sustainability messaging into content they are already used to creating on their favourite channels – from social media to blogs and email newsletters. “There’s no channel to avoid, as long as you’re promoting the right message,” McLoughlin assured agents. 

“You also can’t forget you are building your business and want to make a sale,” she continued. “So tell customers all about these wonderful action lines that are going on [with supplier partners], but also tell them the offers available and how you can book it for them.” 

As well as using the wealth of content available from suppliers, she also recommended agents focus on “authentic storytelling”, using any of their own relevant images to give a personal touch.

Choosing your messaging 

McLoughlin advised agents to be as specific as possible with their messaging. “A great place to start is to showcase the impact a guest can make through more sustainable holidays,” she explained. Ask trusted suppliers for images, videos and text that showcase what they are doing, and use this to inspire your clients. 

“Then show customers how they can contribute to making a difference by choosing one of these companies, and booking them through you. Whether it’s booking a hotel that’s free of single-use plastics, creating a lower carbon footprint, [focusing on] waste consumption or protection of nature – there are so many action lines out there.” 

However, McLoughlin added a note of caution. “It’s very important to remember that a guest is on holiday and they should be focusing on enjoying their stay and having a good time. So look for companies that are making it easier for clients to travel with a lower footprint, so guests can feel that they’re making a difference while still having a great time.” 

Last year Iberostar launched its ‘You Do You’ (below) campaign to do exactly this, by inviting travellers to discover everything they can do at Iberostar hotels, while Iberostar “takes care of everything else”.

When to share messages 

Choosing when to bring these topics into the conversation will depend on how far along a customer is on their own journey with sustainable travel. 

“Introduce it and gauge the response, and let that lead how the conversation goes,” McLoughlin suggested. “If they respond positively about making an impact while they are on holiday, you can then add more details about what suppliers, hotels, tour operators and [companies involved in] every aspect of their journey are doing. Explain why it’s important to choose a more sustainable option, so everyone can enjoy a beautiful destination for years to come.” 

McLoughlin also highlighted post-booking as an ideal time to broach the subject. For example, suggest a positive-impact experience or excursion they could try, or share some responsible travel tips. 

When they return from their trip, ask if any elements really resonated with them. McLoughlin added: “If it made an impact on them while they were indestination, they’ll probably be very open at that point to learning more, and then you know for future trips to give them more options.”

Be aware of greenwashing 

The workshop also shared these top tips to help agents avoid greenwashing: 

• Ensure any claims you make are specific and clear. It can help to describe a relevant product as “more sustainable”, rather than claiming it “is sustainable”. 

• Check out the Government’s Green Claims Code Checklist at Greenclaims.campaign.gov.uk, which sets out six key points to check your environmental claims are genuinely green and comply with consumer protection law. 

• Read the WWF Guide to Greenwashing which can help when reviewing suppliers’ eco claims. 

• Visit the Advertising Standards Authority’s Bespoke Copy Advice page to discover how businesses can get a free review of advertisements to ensure they adhere to the body’s rules.