Clever ways you can showcase your knowledge of sustainable travel

MARKETING MESSAGES

TTG’s survey revealed a huge opportunity for agents to promote their expertise in crafting trips that have a positive impact. A quarter of agents never include sustainable travel messages in their marketing content, and more than a third fail to include it in their pre-departure communications with clients.

Aishling McLoughlin, business development director at Iberostar Hotels & Resorts, suggests utilising information and content from sustainable suppliers. She explains: “Iberostar has a wonderful array of images, videos and text to showcase all of the sustainability actions and achievements – including how it can be seen in action in the hotels. This is available for our agent partners to use to showcase how a client can enjoy a sustainable experience.”

Sophie Nelson, travel and partnerships manager at Avis Budget Group, suggests showcasing the impact each aspect of a holiday can have. “For example, the benefits of car hire can be to visit destinations that do not receive large amounts of tourism, and the ability to have unique experiences with local communities,” she says.

SHARING PROGRESS

There are also opportunities for agents to promote what happens behind the scenes at their business. The survey showed that in the past year considerably more agents have taken steps to improve in areas including their energy use and reducing and recycling paper and plastics. They’ve also focused on the carbon footprint of their own travel and marketing activities, and in creating a diverse and inclusive workplace. 

Updates on a business’s journey towards becoming more sustainable can be woven into social media content and email newsletters, providing an insight into how a business operates as well as sharing top tips clients can try at home. 

One agent respondent said: “I think it’s imperative that we all make changes, big or small, to provide or encourage sustainability and responsible tourism. For some, this means little steps at home first; more recycling, or fewer journeys by car. We can all do something. As agents, we need to pass on the information we get and make customers aware of the part they play.”

Joanna Reeve, head of business development at Intrepid, adds: “Customers are more aware than ever of the impact their travels have on people and the planet. They will be looking to agents to advise them on how to make the right choices. As the travel industry, we have a front seat to the impact of climate change around the world and it’s clear 2023 is the year to put sustainability firmly on the agenda and create actions behind the words.”