'More top Atol holders must make firm commitments on sustainability'

A number of smaller travel companies are showing up their larger industry counterparts by embracing sustainability and evidencing their efforts by pursuing standards like B Corp Certification. Moreover, businesses further down the top 50 such as Audley Travel or Midcounties Co-op, who have made the Glasgow Declaration, are also showing what can be achieved.

To those top 50 businesses yet to act, we put out the call to participate in the essential collaboration needed to reduce our impact and ensure this vital transition is no longer a specialised niche but the norm.

So what’s holding large businesses back? Let’s explore some of the factors we believe are impacting progress and put forward some ideas to dismantle the barriers preventing it.

Concerns over cost

The cost of living crisis has to some extent dampened the much-anticipated post-pandemic rebound for travel. Plus, managers have historically prioritised short-term profit and growth over environmental concerns, with many of the belief implementing sustainability strategies will be costly and time-consuming.

However, while it often requires some initial investment, businesses incorporating green practices typically improve operational efficiency, reduce costs and increase staff retention, not to mention bolster their brand’s reputation.

Progressive travel companies are quick to recognise that failing to embrace sustainable practices can threaten the long-term viability of their businesses. A thought echoed by Fiona Jeffery OBE, founder of the Just a Drop charity.

“Travel businesses should be more than just good at business, they should seek to drive and affect change by taking direct responsibility for doing the right thing," said Jeffery. "Unless we protect the very product we promote, we’ll destroy both our own business model and the environment.”

Winning hearts and minds

Embedding sustainable initiatives requires organisations to place sustainability at the heart of their purpose, but most employees lack a thorough understanding of the terminology, issues and frameworks, making it difficult for companies to live up to their ambitions. Couple this with a resistance to change which often accompanies any cultural transformation and it can be difficult for businesses to gain the traction they need.

However, a relatively minor investment in upskilling staff can ensure your team is equipped with the tools and confidence they need to accelerate progress. For example, the wide variety of cost-effective “carbon literacy” workshops that are now on the market.

Fear of ‘getting it wrong’

Sustainable initiatives hold the power to inspire, change mindsets and encourage collaboration that accelerate change. Yet, fear of "getting it wrong" often leads brands to refrain from publicising their achievements.

This phenomenon, often termed "greenhushing", can be as detrimental to progress as greenwashing, whereby brands create a false impression of greater environmental commitments than they genuinely possess.