Leveraging the Sustainable Travel Trend

Greetings from the Travel Hi Five and Coach Martin! This is my first entry for The Compass in 2024 so I also extend my best wishes for another prosperous year in your travel business. I hope your year is off to a great start.

I am currently on my first business trip of the year and at this very moment in the Sea of Cortez leading an educational session for 25 advisors on board a cruise ship. Life is good! Being on this cruise ship with talk of new LNG powered vessels and the future of using shore power had me thinking how it all relates to the trend of sustainable travel. I wanted to spend this edition of The Travel Hi Five exploring IF this trend can be a sustainable business model as well. After some research I think it really could be, but there are some things to take into consideration as you decide if this is a niche you want to pursue.

Meeting Growing Demand

In recent years, sustainable travel has emerged as a trend. However, as all trends go, you have to really understand your clients to know if they care. Or, do you believe it in it strongly enough to help educate them? More individuals are becoming more conscious of their impact on the planet and want travel experiences that help them reduce that impact. When you can share that 8% of global greenhouse emissions have a direct line to the tourism industry it may make a difference for some of your travelers.

For me this is about anticipating what your clients may start asking about soon. According to a report by Booking.com, over half of global travelers (55%) are more determined to make sustainable choices than a year ago! Unless your values completely align to this style of travel, I recommend you ease your business into it and be prepared with education as well as options for your clients.

Building Trust and Loyalty

Embracing sustainable practices can help you build trust and loyalty with your clients. Today's travelers are not only concerned about minimizing their environmental footprint but also about supporting local communities and preserving cultural heritage. By aligning with these values, the savvy travel advisor can differentiate themself in a competitive market and establish long-term relationships with clients who prioritize sustainability.

A study published in the Journal of Sustainable Tourism found that travelers perceive travel advisors who promote sustainable tourism as more trustworthy and knowledgeable, leading to increased client satisfaction and loyalty. Exploring this topic can also help you evaluate your sustainable business practices which include the types of suppliers you bring your business to.

Cost Savings and Efficiency

Contrary to popular belief, sustainable travel does not always equate to higher costs. In fact, adopting sustainable practices can often result in cost savings and improved operational efficiency for you as a travel advisor. By encouraging clients to choose eco-friendly transportation options, such as trains or electric vehicles, you can minimize transportation expenses while reducing carbon emissions.

Additionally, by promoting destinations with strong sustainability initiatives, you may be able to negotiate favorable rates with accommodations and suppliers committed to environmental and social responsibility, thereby increasing profitability. One key here is really doing your research and asking the right questions of your potential supplier partners.

Diversification of Your Offerings

Incorporating sustainable travel into your business model allows travel advisors to diversify their offerings and appeal to a broader audience. Sustainable travel encompasses a wide range of experiences, from ecotourism and wildlife conservation to cultural immersion and community-based tourism.

By staying informed about emerging sustainability trends and destination certifications, you can tailor your recommendations to meet the diverse preferences of your clients. This versatility not only enhances your value proposition but also enables you to adapt to evolving consumer preferences and market dynamics.

Enhanced Reputation and Brand Image

Lastly, embracing sustainable travel can enhance the reputation and brand image for you as a travel advisor in the eyes of both clients and industry stakeholders. By actively promoting sustainable practices and supporting responsible tourism initiatives, travel advisors demonstrate their commitment to corporate social responsibility and environmental stewardship. This positive brand association not only attracts environmentally conscious clients but also strengthens partnerships with suppliers and destination management organizations that prioritize sustainability.

A study conducted by Nielsen found that 66% of consumers are willing to pay more for products and services from companies committed to sustainability, highlighting the potential for travel advisors to capitalize on this trend and drive business growth.

Now, I will be totally transparent here, count me amongst those that are learning more and more every day about how to reduce my environmental impact. As I say, you have to start somewhere. Which is where many of you are, at the start. Others of you are ALL IN and we look to you to help your colleagues and your clients on this journey.

In this edition, I wanted to see if the trend could be sustainable for your business as well. You be the judge. By embracing sustainability as a core principle of your business model, you can attract environmentally conscious clients, build trust and loyalty, achieve cost savings, diversify your offerings and enhance your reputation and brand image. I dare say you could become a subject matter expert in this. Who knows who could come knocking at your door. It may just make your business grow exponentially because you got ahead of the curve on a trend that is not going away any time soon.

Here is to your success!!