p6-7 CHTA&TF confs jan23 21/1/09 20:18 Page 7
ttglive.com
responsible tourism news
Responsible travel was debated at a Travel Foundation forum in London last week. Chris Gray reports
MARKETING. ECO CUSTOMERS.
‘Green’ warning
by Wanderlust
‘Responsibly minded
OPERATORS or agents who rely on the “worthi-
will keep travelling’
ness” of responsible travel to sell holidays will
not increase sales, the editor of an independent
travel consumer magazine warned. MOST customers interested in responsible “It is destinations that suffer at times like this
Wanderlust editor Lyn Hughes said travel firms travel will keep travelling despite the recession and it will be worse if people do not travel.”
had to get consumers excited by the holiday be- because they want to support destinations, tour Marks added that respondents to the survey
fore introducing the “responsible travel” message. operator boss Amanda Marks claimed. said they wanted to see more responsible travel
Hughes said she had learned the lesson after Marks, managing director of Tribes, said a brochures in travel agencies.
producing a “Save the World” edition of the mag- survey of 8,000 customers in November showed Marta Sierankowska, sustainable development
azine about holidays with a low environmental that 75% claimed the credit crunch would not manager for Tui’s specialist and emerging
impact, only to find it sold less well because, she change their travel plans. markets division, said commercial gains could be
believed, it made readers feel guilty. “These people believe their travels will help made from responsible travel.
The responsible travel aspect could be an added and they are going to carry on doing it,” she said. She said 77% of First Choice customers said
selling point and a key differentiator, but it should Speaking at a Travel Foundation forum, Marks their choice of holiday would be influenced if the
not be the main marketing message, she added. added: “Their main concern was that the credit operator gave a “fair deal” to local people, while
“People are open to responsible travel and a crunch made sustainable travel more important. 51% would be swayed by environmental impact.
proportion of them are open to giving something
back but they don’t want to feel too guilty about
it. You have got to sell escapism,” said Hughes.
“Being worthy is not enough. It did not sell
more magazines and I don’t believe it will sell
more holidays.”
the holiday of a lifetime to
Hughes said there were signs responsible
travel would hold up well in the recession, as
Win
Royal Plantation Island*
her magazine’s newsstand sales were up 8% last
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TRAVEL and tourism must double its efforts to
or visit
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become more responsible regardless of the
economic situation, according to Fiona Jeffery,
You’ll receive the following entries per booking : 1 ENTRY for every Grand Pineapple room
chairman of World Travel Market.
1 ENTRY for every Sandals or Beaches Deluxe room
She said she believed this was the one of the
greatest challenges the industry faced.
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Speaking to mark the third year of WTM’s
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would be catastrophic if we do not face up to this.
“Businesses today are under external scrutiny
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tomers are expecting them to practise excellence
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across the triple bottom line of economic, social
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“The world is expecting a great deal from us
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and we simply cannot fail.”
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