Natural Selection, TTG Luxury
Eco-luxury is nothing new. Even big players such as Marriott now cram hotels with locally sourced goods and upcycled furniture. Sustainability increasingly has an impact on every part of the traveller journey from where to go, what to experience and what to share on social media.
Today’s luxury travellers want quality over quantity, and authenticity over extravagance, which plays nicely into the hands of doing good. As Justin Francis, founder of Responsible Travel, says: “Sustainability is becoming a core part of luxury offers – and not just in travel. An expensive holiday that doesn’t take care oflocal places and people isn’t designed to the highest standards, and doesn’t deserve to be called luxurious.”
Exclusivity is increasingly synonymous with the more responsible option; being surrounded by pristine nature, meeting people behind the scenes and eating local delicacies under the stars. This shift in consumer attitudes is confounded by a rising concern for bigger issues. Overtourism, climate change, labour rights and the illegal wildlife trade have all hit the mainstream press.
A 2019 Booking.com survey revealed that 58% of travellers would choose not to go to a destination if they feel it will negatively impact the people that live there, and 86% said they would be willing to spend time on activities that offset the environmental impact of their stay.
When done well, travel has the power to nurture and protect the world, but when poorly done, the consequences can be devastating. And, with so many initiatives at play and demand growing, it’s crucial for agents to understand the what, why and how of responsible travel.
Here’s ten stories that will help you do just that.
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