Travellers are more focused on sustainable experiences than they ever have been before. That means travel providers can no longer afford to underestimate the importance of sustainable travel experiences: and must ensure they design them for their customers.
There’s no denying that global warming is getting worse. McKinsey states that the travel sector contributes up to 11% of total carbon emissions, and yet travel is only expected to increase further by a massive 85% between 2016 and 2030. That means there’s an increasing pressure on travel companies to achieve net zero.
Some companies in the travel sector are already working on this. Airbus, for example, has revealed three zero-emission commercial aircraft concepts, which are all powered by hydrogen, and could take flight by 2035. American Express says this could be our ticket to climate-friendly flights, which is great news considering flying is notoriously bad for the environment.
What considerations do visitors take into account to ensure they have a positive impact?
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The impact on society
People want to travel to places where they’ll have a positive rather than negative impact on the local people and communities. Gone (almost) are the days of taking. These days it’s about giving back.
Younger generations, in particular, are opting for more sustainable experiences. According to a Deliotte report, one-third of American travellers said they would endeavour to travel more sustainably during their 2023 holiday, by seeking lower-emission flights or booking hotels with higher sustainability ratings, for example. That figure was higher for millennials (38%) and Gen Z (42%).
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The impact on the economy
Local economies need to be managed carefully if they’re to benefit from tourism and everything it brings with it. Travellers want to know that this will be the case for the places they choose to visit.
Rwanda, for example, has taken advantage of sustainable tourism by restricting gorilla trekking permits and directing revenue towards conservation.
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The impact on the environment
Journeys and destinations need to be managed in a way that ensures environmental damage and waste are reduced, at worst, and net positive at best.
The cruise industry is continually working towards more sustainability, by looking at factors such as LNG, solar and wind power. When it comes to flying, improved aerodynamics, shorter flight times and more efficient flight paths – as well as decreasing the weight of planes – could all contribute to reduced emissions.
How should travel providers design sustainable travel experiences that matter to their visitors?
- Society
Travellers want the opportunity to understand and connect with local culture and customs rather than disrupting the lives of locals. Therefore, companies should create and offer ways in which travellers can do this.
Designing food and drink offerings around local produce can help people give back to local society seamlessly.
For example, in Bhutan, the tourist industry operates on a principle of ‘high value, low impact’, promoting the country as ‘an exclusive travel destination based on Gross National Happiness (GNH) Values’.
In order to achieve this there are strict entry requirements and a daily visitor tariff. A USD 100 Sustainable Development Fee is charged daily on top of all the usual costs for travel, accommodation, entry fees, and so on.
2. Economy
When considering accommodation options, it is important to design and promote ones that stimulate the growth of the local economy.
Creating ways to encourage interaction between visitors and local businesses, service providers, and artists will help give back to the local economy.
For example, on the Wild Coast of South Africa, Mdumbi Backpackers is “a community-driven incentive which strives to promote community involvement in sustainable eco-tourism. Mdumbi has a unique ownership model due to the fact that the local employees are part owners of the business and share in its profit”.
AmaXhosa culture, beautiful landscapes and beaches, and employees who are encouraged to be entrepreneurial to generate more income for themselves all add to the appeal for the conscious traveller.
3. Environment
Visitors should be encouraged to reduce their carbon footprint by using more eco-friendly modes of travel such as bikes and public transport or being offered sale opportunities for travelling by foot.
It's also important for countries to find ways to ensure that local flora and fauna are protected rather than threatened by building safe and sustainable ways for them to flourish.
For example, the five-star Six Senses resort in Fiji is designed to run entirely on solar power. It operates a rainwater capture system and has its own water-filtration site to eliminate the use of single-use plastic bottles. They aim to be as low-waste as possible, through reuse, recycling, and composting. They grow their own organic produce and keep hens and bees as well.
The sustainable travel experiences that visitors are looking for need to be carefully considered and managed if travel and tourism providers and managers are to thrive in the current environment.
Here at Engine Service Design, we can help you ensure you’re offering exceptional experiences that will promote long-term growth and profitability. Please get in touch as one of our customer experience experts would be delighted to help.
