Increased scrutiny and likely regulation in relation to sustainability, both in the UK and at destination, present critical strategic challenges to travel companies.
Tourism is by definition an environmental sinner because it involves discretionary travel but as the fundamental enabler of the sector, so it becomes incumbent on operators to address the sustainability challenge from every other possible angle.
Constrained purses and an increasingly aware consumer market mean that all operators will have to present at minimum, evidence of contribution to sustainability but more importantly, a clear point of differentiation that uses sustainability as a decision driver and agent for business change.
The Say Do Company has conducted specific analysis of the travel sector and identified the key drivers of change that travel companies need to address to protect and win share. We’re not here to bang the drum for sustainability above everything else. We know it’s not the number one priority for consumers. But there is a direct commercial advantage to being sustainable. From consumer research carried out in 2021, we know that brand consideration is boosted when businesses are perceived as sustainable.
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