Sustainability is a buzzword in today’s travel and tourism segments. But does it really influence travelers’ decisions?
According to a study this year by Booking.com, 75% of global travelers say that they want to travel more sustainably over the next 12 months, and 43% feel guilty when they make less sustainable travel choices. And while studies have also shown that not all travelers are basing travel decisions solely on sustainable practices, many are, according to multiple travel advisors.
Interest in sustainable travel is “incredibly important, and one of the main reasons many travelers choose to plan their trips with us,” said Monika Sundem, CEO of Adventure Life, a TRAVELSAVERS affiliate in Missoula, Montana. “Sustainability has become more important in clients' buying decisions, with the increased news about climate change and overtourism challenges that many regions face.”
Shannon Etherton, senior luxury advisor at The Journey Group, a Travel Leaders Network member, also reports increased interest. “I’m seeing the subject of sustainability come up more and more during initial client calls,” she said. “It is starting to show up more and more when a client lists their ‘must haves.’”
What Travelers Want
Sustainability is a broad topic, and some aspects may be more in demand than others, according to Lindsay Taylor, director of luxury and partnerships at Travel Leaders 365 in Phoenix. “In our practice, clients are more concerned about cultural and humanitarian sustainability than purely ecological,” she said. “Our clients have cultivated a strong desire to intentionally give back to the communities they visit, be it financially investing in local projects, schools, libraries, health clinics, etc. or bearing witness to or actively participating in animal rescue or rehabilitation projects.”
Travel advisors should be ready to point clients in the right direction when it comes to sustainable options, according to Rachel Brouwer, product development specialist at Adventure Life. “We intentionally do not work with properties or providers that are not already following sustainable practices or working to implement them, nor have we since our inception,” she said, noting the increased willingness of some clients to make more eco-friendly choices, including choosing rail over plane travel, when that option is available. “As custom travel designers, we can work with our partners on the ground to modify itineraries to meet these trends.”
Etherton said that destinations like Spain are making noteworthy progress along those lines, as well. “Some of my favorite initiatives are seeing countries like Spain eliminating domestic flights in favor of the trains less than 2.5 hours in distance,” she said. “The reduction in emissions will have a major positive impact on the environment.”
Interest in sustainability is also reflected in Spain’s traveler surveys, according to Magi Castelltort, consul for tourism affairs at the Consulate General of Spain in New York. “Over 60% of Americans visiting Spain express interest in learning more about sustainable tourism and 68% also want to explore our country in a sustainable way,” he said. “This reflects a deeper trend: the more people fall in love with a destination, the more they want to preserve it for future generations.”
Spain's Cañón de Almadenes offers beautiful natural surroundings combined with a UNESCO World Heritage Site status. © Turespana
Finding a Balance
Satisfying a client’s desire for sustainable travel with other needs can sometimes require additional work. “There are times when you have to have the conversation of having a tradeoff and determining the client’s biggest priorities,” said Etherton, noting that it’s becoming easier to plan sustainable upscale travel. “I am starting to see a major trend in the luxury world of hotel brands embracing sustainability and making it a hallmark of their properties. I do try to take the extra steps and investigate these efforts, to make sure we are not experiencing greenwashing, and the efforts are truly impactful.”
Taylor said that clients are often prepared to pay more to ensure an eco-friendly travel experience. “Travelers are willing to pay a premium for what they value most,” she said.
Staying Informed
As with any aspect of travel, education is key to helping advisors stay on top of new opportunities to connect clients with more sustainable options.
Sundem’s agency looks to various organizations to stay up to date. “We are proud members of the Adventure Travel Conservation Fund, which keeps us apprised on various on-the-ground projects taking place worldwide,” she said.
“We have also been long-time members of the Adventure Travel Trade Association, which keeps this issue on the forefront for all those in the adventure travel space and provides guidance at various shows throughout the year, with implementation and goal-setting, as well as the chance to network with other providers who are like-minded.”
“I think that any travel company not already thinking about [sustainability] is more than a decade behind the rest,” Sundem added. “Not all travelers are informed enough to ask about this when making their buying decisions, but with the growing awareness, this will be a core component as to how travelers decide what to book. I believe it is something nobody can or should ignore.”
Taylor agrees about the need for travel advisors to understand sustainable practices. “As the world continue to adjust to the components that influence sustainability, it will continue to be an ever-increasing focus and priority,” she said. “Stay aware and informed. Well-read advisors are always going to be on the forefront of any movement — but particularly in this one, which is so influenced by technology, climate and geopolitics.”