The Fairer Travel Event: Sustainability
Eight responsible travel tips to help drive real change
TTG’s new Fairer Travel Event brought together bold and inspiring figures for an energising and empowering day. Here are the eight top takeaways to help everyone working in travel drive the sustainability change this industry needs.
1. 'Destinations are homes to people, not just holiday spots'
In a rousing keynote, Matt Callaghan, chief operating officer, easyJet holidays, challenged the travel industry to move beyond performative sustainability. “Today, sustainability is everywhere in travel... But when you strip away the storytelling – how much real change is actually happening?”
Too often, the industry plays it safe, he said. Launching pilots instead programmes, waiting for perfect data, and prioritizing convenience over real change. “But our job isn’t to mirror consumer hesitation – it’s to lead through it.”
Sustainability, he argued, must be deeply integrated – not visible to customers but designed into every experience. This includes respecting that destinations are homes to others, not just holiday spots.
2. KEEP IDEAS SIMPLE
Fiona Jeffery, founder and chair, Just a Drop shared how the charity has partnered with PPHE Hotel Group to incentivise guests who opt out of daily housekeeping. “It is a simple and hugely replicable programme,” she said.
The partnership has reduced operational costs by £1 million across 19 properties, and transformed 42,238 lives and livelihoods across Cambodia, India, Kenya, Nicaragua, Uganda and Zambia.
"It was really rewarding to see the impact across the business, she explained: “It’s remarkable the sense of pride and of being eco ambassadors that this brings to housekeepers, restaurant staff and front of house, who really feel like they are changing people’s lives. Guests also feel like they’re contributing and learning along the way.”
3. Don’t be afraid to try new things (and embrace failure!)
John Mansell, managing director, Inghams and Santa’s Lapland spoke about successful pilots launched by Inghams such as clients pre-ordering their meals in ski chalets to cut down on waste.
An example of something that didn’t work so well, was introducing vegetarian-only menus. “This went down terribly and it lasted four weeks,” he admitted.
“Being told what you can and can’t eat didn’t work. So we went back to the marketing team – give people a choice but make it sound like they want to order the vegetarian option.”
4. There are nuances around conservation...
Praveen Moman, founder, Volcanoes Safaris advocates for a more exclusive model of tourism for gorilla and chimpanzee eco-tourism.
Given Africa is the fastest urbanising continent, he argued it’s easier to control the impact on fragile areas, when you control the number of people. “If you increase numbers, you increase stress on species and potentially wipe them out. In my view, sensitively controlled tourism is critical.”
5. How one tour operator is tackling overtourism head on…
Simon King, co-founder and director, Inside Travel Group, outlined the strategy his company is using to mitigate the negative effects of overtourism – particularly in Japan:
• Promoting lesser-known destinations with adequate infrastructure.
• Replacing popular overcrowded spots with alternative sites within the same region.
• Creating experiences that directly benefit local communities – economically and culturally.
6. Regenerative tourism – what it means and how to action it
Marina Bradford, director of TerraVerde, said the industry should measure success in ways that align with thriving communities rather than simply the success of a business.
We should use metrics that focus on destination benefits, she said, things like small business development, distribution of incomes, and enhancing local supply chains. And we should all ask ourselves when making decisions, “Does this choice help the community and the destination?”
7. Should the travel industry boycott certain destinations?
The short answer is no, said Dr Anke Winchenbach, senior lecturer in hospitality & tourism management, University of Surrey.
“The problem is everywhere,” she said. “In Berlin, in London, in Paris… and not engaging is not going to solve the problem. Tourism can be a force for good, but we need to set the conditions. We should be telling destinations, we’re happy to come but here’s what we expect from you when it comes to respecting labour and human rights.”
8. Why diversity matters in sustainable travel
Beth Collier is director of Wild in the City, a non-profit that provides a community for people of colour to connect with nature in the UK.
She urged the industry to avoid using typically white middle-class assumptions as your starting point. Engage with people of colour about barriers to accessing experiences, she added, and start to build communities so they do not feel alone.
Join TTG's Insights Panel to share your views and get paid for your time
We value the expertise and insight from our travel agents, and we want to hear more from you in return for payment for your time. TTG's Insights Panel is now open to join - register now to get paid for sharing your honest, anonymous views in tailored surveys throughout the year.
More takeaways from The Fairer Travel Event
 | 12 impactful changes that could make travel more inclusive | |
 | Retail legend Mary Portas’s six tips to make business more responsible – and more profitable |