The tourism industry has the potential to be a good and powerful force on our planet. When responsibly managed, it enriches lives, and preserves natural resources and cultural heritage. More frequently these days, travelers take this into account and seek authentic holiday experiences, to choose a responsible tour operator, book a hotel with a sustainability certification, read up on local cultures before traveling, research conservation or social projects to possibly engage during their trip, and even go as far as calculating personal carbon footprints and offsetting emissions with a payment contribution.
To correspond with the rising demand of responsible travelers, organizations needed to re-shape their strategy. Over recent years, the travel and tourism industry has reflected an increasing shift in mindset towards a greener agenda. The term sustainability came to be used, introducing principles and practices designed to encourage active preservation of our environment and communities, while promising an attractive economic recovery. Many entities now drive profitability and innovation by implementing sustainability programs across their value chains.
TUI Travel PLC, a leading international leisure travel company and a GSTC member, surveys their own customers to measure sustainability consciousness.. Not surprisingly, the 2012 TUI Travel Sustainability Research Report – with 3000 people surveyed, who have taken at least one holiday of at least 5 days including a flight within the last 2 years – illustrates the importance for tour operators to demonstrate how their supply chain – which consists largely of third-party accommodations – is employing workers under fair conditions and is supporting the local community.