Why sustainability should be at the core of your travel brand

From sizzling summer temperatures in Southern Europe to overtourism controversies and worries about carbon emissions, the travel industry is entering a new era of sustainability. 

The days of small gestures, from reusing hotel towels to visiting a community project on a tour, have evolved to a firm focus on long-term ecological and social issues. Now, a new generation of sustainable travel companies is changing the way we think about eco-travel. 

It’s an approach that requires substantial investment, a change in thinking and a strategic approach. Because, not only can travel in general have a profoundly negative impact on the planet if not managed properly, but travellers are increasingly concerned about the role they play and demanding greater sustainability in travel and tourism. To thrive in a competitive space, you need to reflect the values of your customers, while also creating your own sustainable future as a brand.

A survey by the Harvard Business Review found that consumers in the US are more concerned about sustainability than ever before, and that a brand’s sustainability is more important to younger consumers. In fact, Gen Z and Millennial customers are 27 per cent more likely than older generations to buy a brand’s products if it cares about its impact on people and the planet.

With a considerable shift in purchasing power predicted by the end of the decade –  up to $68 trillion transferring from Boomers to Gen Z and Millennials by 2030 – gaining the trust of young, eco-conscious consumers is more significant than ever. Especially considering Harvard Business Review’s finding that highly trusted companies outperform the competition by up to 400 percent.

Mintel’s Sustainability in Travel Market Report shows UK holidaymakers are keen to embrace sustainable travel, with 52 per cent saying they would like to see more sustainable travel companies protecting the local environment. Of those surveyed, 62 per cent said they would be more likely to use sustainable transport if cheaper options were available. 

The story is similar in the US. Research by Expedia Group Media Solutions shows that nine in 10 travellers search for sustainable options when flying, although 70 per cent feel overwhelmed by the idea of becoming a more sustainable traveller.

A unique travel opportunity

Travel is a polluting industry. It’s vital for travel brands to acknowledge this. Then they can work to offset any carbon emissions they cause.

But the travel industry is also uniquely positioned to make a positive impact, leading the charge through sustainability in travel and tourism, and inspiring travellers the world over to take personal responsibility.

A forward-thinking brand should also be a thought leader when it comes to the damage caused by overtourism, both environmentally and culturally. From cruise ships in Venice to damaging ancient wonders in Machu Picchu and Rome, being mindful of the negative effects of tourism is critical.

With direct access to communities in some of the most ecologically vulnerable places in the world, travel brands are in a privileged position to have a positive influence, educating travellers and inspiring economic and cultural growth through responsible tourism.

Authenticity is key

The travel industry is so dependent on the landscapes and communities from which it earns its money. So sustainability needs to be at its core, and anything less runs the risk of damaging your brand reputation.

For hotels, it’s not enough to encourage people to reuse their towels. Airlines can't simply plant a few trees. And, tour companies can't claim to be making a difference with a visit to an orphanage once a year. Today, eco-savvy consumers seek sustainable travel companies that are fully committed to their green values.

Some of the world’s biggest travel companies have fallen foul of a greater understanding of authenticity when it comes to sustainable practices. From Abu Dhabi-based airline Etihad’s misleading claim that flying with them doesn’t have much of an environmental impact to Lufthansa’s lofty claims that it’s protecting the world’s future, savvy travellers are seeing greenwashing for what it is. 

Which? Also criticised British Airways’ claim that it’s “proud to be an industry leader in tackling climate change”, stating that it comes with no explanation as to how or why.

Actor Edward Norton has called out such greenwashing practices, saying: “The defining challenge of the 21st Century is adapting our economies to be ecologically sustainable and to put the brakes on global warming. This challenge has to be met by the tourism industry.” 

The sustainable travel companies getting it right

One of the most effective ways companies can showcase their commitment to sustainability is by becoming B Corp certified. While greenwashing statements can be whipped up in mere minutes, attaining B Corp certification involves providing extensive documentation demonstrating ecological business practices, scoring at least 80 on B Lab's Impact Assessment, and passing a rigorous risk assessment. 

There are many sustainable travel companies that have achieved certification, including Pelorus, Freepackers, Travel Matters and Intrepid Travel. The likes of Intrepid have made sustainability central to their business. They offer tours supporting local female business owners, inspire responsible travel and empower the communities visited by its customers. 

Intrepid even has a global environmental impact manager. It has set up The Intrepid Foundation to enable travellers to have a positive impact on the communities they visit, and has funded in-depth reports about the future of tourism to better inform its strategies.

In the UK, The Pig leads the way in eco-friendly hotels, with upcycled furniture, LED lighting and farm-to-table cuisine. For it’s part, hotel brand Tierra, in Chile, is built from local natural materials and is designed in relation to the sun, negating the need for air-conditioning in the summer and heating in the winter.

As air travel is, for the time being at least, an unsustainable practice, airlines have to be wary of the claims they make. However, some are working hard to be more environmentally responsible, including United Airlines in the US, which is using hybrid-electric planes, and Norway’s Widerøe, which is set to have an all-electric domestic fleet by 2028.

And it’s not just airlines and hotels that are focused on sustainability. Destinations themselves are playing a part in promoting a sustainable future. 

Albania is working to improve the lives of its rural communities through innovative agro-tourism campaigns. And the likes of New Zealand and Costa Rica are working towards creating fully regenerative, carbon-zero tourism, ensuring those visiting their countries respect local landscapes, cultures, and customs.  

Sustainability in travel and tourism is not only good for the planet – it’s also good for business. Research carried out by Bob Willard, a leading expert in corporate sustainability, shows that 73 per cent of travellers are more likely to choose a sustainable accommodation provider. Companies can also increase revenue by an average of 9 per cent by implementing sustainable practices.

Meanwhile, hotels can save up to 75 per cent on energy costs by simply developing project budgets and implementation plans, prioritising projects based on ROI and carrying out rigorous energy assessments.

Beyond the numbers, travel is an intensely personal thing. Consumers make emotional purchases and buying experiences that they hope to cherish. We all want to feel good while we travel and see the world, so we can feel like we’re making a positive impact on the places we visit. As travellers, we choose to align ourselves with those who share these values.

The travel industry is one of the world’s fastest-growing sectors. A study by the World Travel & Tourism Council shows that the industry contributed 9.1 per cent to the global GDP in 2023, up 23.2 per cent from the previous year. For companies at the forefront of this ever-evolving industry, the only way forward is to become more sustainable. 

As a travel brand, sustainability should be at the heart of all you do. We are privileged to work in this industry, to be able to travel and make connections around the world. We need to do so responsibly, for both the places and people we work with. It’s the very least we can do.

Peregryn Agency is a specialist hospitality digital marketing agency with years of experience working with some of the world’s leading brands. From dedicated SEO strategies to expert content writing for the tourism industry, our services help travel brands reach a wider audience and establish reputation and ranking.

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