10 ways to promote sustainability in your marketing

4. USE SUPPLIERS’ COLLATERAL

Ask sustainability-minded partners if they have marketing materials to share. For Iberostar’s recent Wave of Change fam trip run as part of TTG Sustainable Travel Heroes, it created a social media bundle with videos, images and guide text for agents to use to help educate clients. This has so far been shared on more than 170 agents’ social media pages and websites.

5. AVOID COLONIAL POSITIVITY IN YOUR MESSAGING

It’s easy to unintentionally refer to colonialism in a positive light in marketing, for instance by using “colonial charm” to refer to certain architecture. Forms of neo-colonialism (the continuation of extracting from local communities without benefiting them) should also be avoided, Intrepid Travel stresses. For instance, if marketing a favela tour, make sure it is run by and for the local community. 

6. GIVE LOCAL PEOPLE A VOICE

You can give communities in destinations you sell a greater profile by asking local hosts and tour leaders to share their own stories for your social media pages.

The Travel Foundation’s head of communications Ben Lynam says: “Perhaps demonstrate your long-term relationship with suppliers by [asking them to give] a personal account of why they love bringing visitors to their business and community.” He adds agents can “introduce customers to local customs, traditions, events and wildlife before linking that back to how they can experience these first-hand”.

7. PRACTISE WHAT YOU PREACH

Get your own house in order before pushing eco-messages to clients, warns TerraVerde Sustainability. It suggests first measuring your carbon footprint and publishing your plan to reduce this, then sharing your challenges and successes. Being transparent in your approach not only helps and inspires others to work on their own sustainability at home and away but also builds greater trust in your brand. Iberostar points out its Wave of Change messaging is backed by EarthCheck certification at 50 of its hotels and other ongoing commitments towards carbon neutrality.

8. GIVE PRE-DEPARTURE TIPS FOR TRAVEL

Just before clients travel, provide easy tips on how they can respect local people and animals and minimise their carbon footprint. You could direct customers to your website (Intrepid, for instance, has blogs entitled How to be a responsible traveller, and Responsible travel tips) or include advice in the text of a pre-departure email alongside travel documents. 

9. BE DESTINATION-SPECIFIC

For maximum impact, make advice destination- and culture-specific. Tourist boards and specialist operators can help with details. This will not only help clients avoid causing offence but should also have the added benefit of enticing them to find out more about local customs and traditions. The Travel Foundation also suggests including details of local and responsible businesses, and recommending products and souvenirs to look out for that will put cash back into the community. 

10. BE CONSISTENT

Think about how you will market sustainability over the course of a client’s interaction with you. Iberostar’s Wave of Change responsible tourism movement is showcased on the group’s website, then enacted in sustainability practices and experiences (like beekeeping visits and kids’ club games) at its hotels. On their return, guests can choose to receive newsletters with inspiration and tips. A recent survey found that 84% of guests noticed the brand’s responsible tourism efforts during their stay.

For more tips and advice on selling sustainable travel, please visit ttgmedia.com/sustainabletravelheroes