How to talk about sustainable travel without greenwashing

The WWF (World Wide Fund for Nature) has created the short guide the WWF Guide to Greenwashing, explaining what popular terms mean, such as sustainable, carbon neutral, climate friendly, green and plant-based. 

Always be wary of companies that say they are leading in sustainability; by doing your research and taking action, you are preventing yourself and your clients from being misled. If you do see something you believe to be greenwashing, you can make a complaint to the Advertising Standards Authority, which will assess the claim and take action accordingly if required.

Also, look out for sustainability certifications recognised by the Global Sustainable Tourism Council (GSTC) like EarthCheck and Travelife, as well as B Corp Certification, and fledgling sustainability solution Ethy.

Avoid the ’S’ word

During the workshop, the TTG Sustainable Travel Ambassadors in Training discussed how to market holidays without using “sustainable”, as this can prevent clients from booking if they think it could require an additional cost. Here are some suggestions to sell a sustainable holiday without using the “S” word.

AE Expeditions’ Antarctic Peninsula In Depth

When suggesting this itinerary, Travelosophers’ Gareth Harding encouraged the use of phrases such as “experiential”, “immersive”, “educational” and “destination-led”, while focusing on the low-impact experiences such as camping and kayaking, the option to join Citizen Science projects, and the line’s B Corp status.

Iberostar Waves Cristina in Playa de Palma, Majorca

Not Just Travel’s Lewis Jones suggested focusing on the fun aspects of the stay, such as Iberostar’s edible straws, as an introduction to the hotels being free of single-use plastics. The agents proposed a hotel comparison to showcase the benefits of Iberostar, and show that more sustainable options don’t have to be more expensive.

Insight Vacations’ Classical India with Nepal

On this itinerary, Trailfinders’ Erin Neville suggested focusing on the Make Travel Matter experiences, which benefit local businesses run by women, and the use of ground transport rather than domestic flights. The agents suggested key terms such as “women”, “group” and “female-focused”.

Intrepid’s Highlights of Portugal

Luxeco Holidays’ Alicia Sharpe and the other agents decided to use social media and a newsletter with pictures showing the destination’s rustic beauty and picturesque landscapes to pitch to clients. They suggested highlighting the local guides, who offer unique experiences. “Rustic beauty” and “rich local culture” were among their key words to use.