How to Sell Sustainable Travel: What the Data Tells Us and Who Is Doing It Right
We recently had the pleasure of hosting an insightful session with Edmund Morris, a data storyteller, TED speaker, and founder of Equator AI, to discuss the future of sustainable travel, why travellers say they want to make more sustainable choices but often don’t, and how we can better market sustainable travel moving forward.
We’ve distilled some of the key takeaways from his talk below. You can also access the full session via the recording link—highly recommended, as it was packed with valuable insights.
The future of sustainable travel is bright
As Baby Boomers gradually step back from being the dominant spending group, Gen X and Millennials are stepping up, bringing a new set of values with them. These younger generations are tech-savvy, values-driven, and more interested in meaningful experiences than simply ticking off destinations. With the global middle class projected to grow to 750 million by 2050, the opportunity to connect with conscious travellers who want to make a positive impact is expanding.
There is a disconnect between what travellers want and what travel businesses talk about
While sustainability is incredibly important, we must recognise that for many travellers, the primary motivation for travel is indulgence, discovery, and escape. Conversations centred on carbon labels and plastic tend to trigger feelings of guilt and overwhelm—pushing travellers away instead of towards sustainability.
Sustainability should not feel like a loss or sacrifice
Instead of promoting the sacrifices made for sustainability, brands should focus on the positive aspects of the experiences they offer, tapping into the emotional aspect, without drawing too much attention to the changes made.
Find and market your impact brand
Every brand has a unique strength when it comes to sustainability. Identify that one specific, emotional impact that will resonate with customers and that you’re passionate about too. Take inspiration from brands like Stella McCartney, who centres her narrative around ending animal cruelty, making it an integral part of her brand’s mission. You can still talk about your other initiatives on your sustainability page on your website for those interested in digging deeper but focus your marketing on one aspect.
Make the customer the hero
In sustainability, your customer is the hero—not your brand. Tell their story, and celebrate the choices they make. Brands like Reformation excel at this by celebrating their customers’ sustainable choices. At checkout, a simple “You did good!” message lets customers bask in the pride of their positive impact.
Move beyond the “green” cliché
Words like “eco-friendly” and “green” have become so overused that they’re almost meaningless to consumers now. Sustainability is also about much more than just the environment, and your brand’s messaging should reflect that. Avoid over-relying on green colour schemes and vague buzzwords.
Align travellers’ desires to destinations’ needs
With the growth of the travel market, overtourism is only going to increase. Intrepid Travel’s “Not Hot List” is a prime example of a campaign well done—they identified a customer desire to travel off the beaten path and matched that with the needs to reduce overtourism in sensitive destinations.
There’s massive untapped potential in sustainable travel
Many consumers are already making values-based purchases in other sectors—think of people buying Teslas or ethical fashion. Travel brands have an incredible opportunity to tap into this growing market by showing customers they can do good while still enjoying exceptional travel experiences. Potato Head in Bali does this really well.
We hope you found this session as valuable as we did. A huge thank you to Edmund Morris for sharing his insights with us. Please see below for quick links:
Watch the recording HERE
Download the slides HERE
Learn more about Equator HERE
Equator is a tech platform that empowers tour operators and travel advisors to generate insights on their tours and itineraries. It helps them understand what they’re doing well to protect people and the planet, discover opportunities for improvement, and build stronger, more transparent businesses that benefit both people and the planet.
