TTG’s Big Question series, which promotes frank exchanges of views on the key issues facing travel, continues this month with a look at how the industry should communicate sustainability to customers – whether to encourage responsible travel behaviours or educate them on the impact of their choices.
The word “sustainability” has come to mean a lot in the travel industry. It is used to communicate any form of environmental or social consideration, be that carbon reduction, overtourism, social inclusion or behaviours to help protect the planet. It has become all-encompassing, for better or for worse.
