ao link

 

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Tanzer warns travel has a fight on its hands to attract new talent (Credit: iStock / Pekic)

Travel, though, still has a fight on its hands. "There's a war for talent across multiple sectors," Tanzer warns. "We have to make the case for why travel is an industry in which you can develop all sorts of transferrable skills – sales, technology, digital marketing and those soft skills needed to deal with people and tricky situations."


Tanzer is keen to promote travel as a great industry to work in, but not necessarily one for life. "A spell in travel can be part of people's continuing development as a professional," he says.


But what about the elephant in the room? "I'd love everyone in travel to be paid more, but the industry is never going to compete with The City," he adds.

 

"There are things you can get from travel that make it a compelling option, though – people tend to stick around [in travel] for those things you don't get from other industries. We need to make the most of that. It's up to us to sell the virtues of working in the industry."

 

'Force for good'

 

Zooming out further to a more medium-term focal length, while Labour's agenda for outbound travel is certainly not anti-growth, it is framed in terms of addressing the environmental realities the sector – and the world – must face up to.

 

"The support for sustainable aviation and development of sustainable aviation fuel [SAF] is definitely encouraging," says Tanzer. "Their 2030 strategy embraces a broad decarbonisation goal and move towards net zero, such as getting an SAF industry up and running and giving investors confidence to invest in SAF plants knowing there will be a price certainty mechanism.

 

"There's a general sense of urgency around climate change and decarbonisation. It's all around us. In travel, we see the stark impacts in destinations. Record high temperatures, the wildfires, the challenges for the ski sector. We're very aware of the speed at which this is becoming a really big issue.

 

"I'm very pleased they've [Labour] come to a constructive approach on these issues, not one where they just raise taxes so people don't fly. That's not the answer. Our position is that travel and tourism is a force force for good. Yet we recognise the challenges it creates in terms of its footprint and contribution to emissions."

 

Reframing sustainability challenges

 

Several airlines have publicly committed to introducing small quantities of SAF into their fuel mixes, some as little as 1%, ahead of the 10% mandate coming in 2030. Tanzer rejects any notion that this could be perceived as greenwashing. "There is constraint," he says. "The reason airlines are only committed to minimal percentages is because there isn't much of the stuff around.


"No one's going out saying they've cracked this or that they should get a gold badge for using 1% SAF. The supply has to be there. So getting plants up and running and producing is an absolute priority – 2030 is coming up fast."


The Advertising Standards Authority has narrowed in on travel, and is taking an increasingly stern view of any exaggerated or absolute claims on green issues in ads, as Intrepid Travel, Virgin Atlantic and Hurtigruten Expeditions have all found out the hard way with slaps on the wrist.

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Travel's sustainability challenges must be 'reframed' to ensure they resonate with consumers, Tanzer believes (Credit: iStock)

It's something for firms to think about. Moreover, studies suggest the pressure will start to come – and is already coming – from consumers. Tanzer, though, worries that travel's messaging on sustainability is at risk of becoming "washed out" at exactly the wrong time.


"I think it has already started," he says. "We need to find new language. We have to unpack these big words and demonstrate things in real terms – what is the result of changes in the way people and the industry behave?


"Sustainability is such a broad term, and it has been overused. Not just within travel, but generally. Its meaning has become washed out. Sustainable for who? The industry? The destination? People? The planet? It covers social impacts, animal welfare, and so much more. Yet we're covering all that with a single label – sustainability.


"Finding words that mean more to people, that resonate with them and relate to their own behaviours, is crucial. We're right at the point now where we really need to reframe the challenge and the language we use to talk about it."

 

Travel appetite 'undimmed'

 

It's been 45 minutes and we've only mentioned Covid once. Tanzer concedes that while the pandemic "still casts a long shadow", he is a self-styled "natural optimist".

 

"People's appetite to travel is undimmed," he says. "Our members' turnover is going to be back to – and probably exceed – pre-Covid levels this year. That's very encouraging, and I would say a testament to people placing their annual holiday high on their list of disposable priorities.


"I'm also more than hopeful we can build a good relationship with the new government, that they will recognise the importance of our sector goes beyond the economic to social importance, and that they will want to preserve and grow it responsibly.

 

"And I'm confident too the industry is in a good place to take on the challenges that lie ahead."

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