The travel industry faces growing challenges in communicating sustainability efforts due to increasing scrutiny and regulations.
- Ian Corbett highlights difficulty in using consumer-friendly language for sustainability due to regulatory pressures against greenwashing.
- Many travel companies, including Tui and Booking.com, are seeking alternative labels for sustainable accommodations.
- Lack of consumer knowledge on sustainability complicates effective communication, limiting the impact of efforts.
- Travalyst coalition, alongside major industry players, is working to develop clear sustainability messaging amidst regulatory scrutiny.
The scrutiny on sustainability in the travel sector has intensified, leading to complexities in conveying truthful and consumer-friendly messages. Regulatory bodies are vigilant against ‘greenwashing’, increasing the pressure on companies to navigate a challenging communicative landscape. Ian Corbett, head of sustainability at Tui, underscores this difficulty, explaining that the language required to comply with these regulations is often inaccessible to the general public, thus complicating communication efforts.
To adhere to regulatory standards, companies like Tui and Booking.com are revising their strategies for labeling sustainable accommodations. For instance, Booking.com was required to forego familiar green symbols such as leaves or the word ‘green’ itself. Corbett notes, “A lot of people use the word ‘sustainable’ but there is a lack of knowledge out there,” highlighting the gap between industry intentions and public understanding. Consequently, when surveyed, consumers expressed a need for straightforward and clear messages about sustainability certifications.
Despite offering tools like search filters, Corbett acknowledges that these are underutilised by consumers, even when searching for price comparisons. This reflects a broader issue where consumer behaviour does not always align with available resources intended to facilitate sustainable choices.
Natalie Allard from the Travalyst coalition, which includes influential companies like Booking, Expedia, and Google, emphasises the vital role of transparency in sustainability claims. The coalition aims to make sustainability information accessible before consumers book their travel, addressing the vast challenge with a relatively small team. Allard voices a concern that excessive regulation could suppress open discussions on sustainability—a phenomenon she describes as ‘greenhushing.’
European consumer authorities have recently intervened by contacting twenty EU-based airlines to address ‘potentially misleading claims’ regarding sustainability, allotting them a month to align with EU laws on greenwashing. This action signifies the heightened regulatory environment that travel companies are navigating, aiming to ensure their sustainability messaging is both accurate and effective.
The travel industry’s commitment to sustainability is evident, but clearer regulatory guidelines and consumer education are essential for effective communication.
