Panellists agreed customers rarely ask for sustainable holidays outright and are unlikely to pay more simply because a trip carries green credentials.
Instead, travellers are motivated by memorable experiences and "authentic local connections", with travel professionals responsible for embedding sustainable practices into the holiday from the outset.
"The biggest mistake we make is calling them sustainable holidays," said Not Just Travel agent Lourdes Huelgas. "It's so vague that most of our clients don't really understand what we’re talking about."
