How Sustainable Travel Brands Are Growing in the Digital Space

If you have heard of the term “sustainable tourism” in recent times, it might have seemed to you somewhat contradictory. After all, you might reason to yourself, isn’t almost any travel an inherently high-consuming practice – even if someone is simply journeying from one end of their home city to another, rather than crossing national borders?

Recent research certainly indicates that many people are conscientious about the adverse impacts their own travel practices may have on the environment, local communities, and economies. One survey from PwC last year, for instance, found that 31% of consumers claimed to be travelling “less or differently” amid the ongoing climate crisis.

The Increasing Appeal and Relevance of Sustainable and Eco-Friendly Travel Firms

The same PwC survey we mentioned above, provided several other findings that were perhaps even more eye-opening.

Some 85% of consumers, for instance, said they were experiencing the disruptive effects of climate change in their own lives. Meanwhile, a solid 80% of those quizzed said they were prepared to pay a greater amount for sustainably produced or sourced goods.

Discoveries like these bely the long-held perceptions in some quarters that sustainable travel brands might only be greatly valued by the most committed environmentalists.

Quite the opposite appears to be true, with customers of various backgrounds and inclinations increasingly turning to travel brands that place a high emphasis on sustainable and responsible practices. Those practices might include – for example – the use of local tour operators, eco-friendly transportation such as cycling, and/or the avoidance of other polluting activities.

So, How Are Sustainable Travel Players Using the Digital World to Power Their Growth?

Here are some of the ways in which digital growth for eco-conscious travel brands is coming thick and fast with every passing year:

·         They’re Drawing Upon Artificial Intelligence and Personalisation

Millennials and Generation Zers are cohorts that have arguably particularly contributed to making sustainable travel “hip” in recent years. Sure enough, it is travellers in these age groups who often have especially high expectations of personalised travel experiences.

The leading sustainable travel brands have satisfied this demand by, among other things, using AI to generate eco-friendly itineraries, as well as to recommend lesser-known destinations (for example, Norfolk instead of Cornwall). The latter helps to combat “overtourism” and put forward interesting “undertourism” opportunities for conscientious travellers.

·         They’re Making the Most of Social Media and Social Commerce

The term “social commerce” refers to a form of ecommerce whereby goods and services can often be bought directly on social media platforms, instead of the prospective customer needing to be redirected to a separate e-tail shopfront.

Such integrations of social interaction and purchasing have played a central role in the growth of sustainable travel brands. Social networks like TikTok, Instagram, and LinkedIn have helped bring in young audiences and tempt them to make travel bookings.

·         They’re Shifting the Conversation from Sustainable Travel to Regenerative Travel

A key recent travel trend has been the emergence of “regenerative travel”. This phenomenon can be regarded as going beyond mere sustainable travel; it places the emphasis on actively working to improve the destinations that one visits, leaving them in a better state.

Examples of what could be considered “regenerative” travel practices range from the hiring of local guides and the purchasing of products from local artisans, right through to volunteering for conservation projects at the given destination, and choosing eco-friendly accommodation.

Digital platforms have been key to putting the spotlight on regenerative travel, helping to inspire would-be travellers who seek meaningful experiences and the opportunity to make the world a better place.

‘Going Green’ Isn’t A Mere Trend – And Eco-Friendly Travel Brands Are Showing This

In summary, the digital space has provided powerful means by which sustainable travel brands can fuel their expansion.

Such firms have achieved this largely by appealing to and engaging to people who believe enjoyable tourism doesn’t have to be incompatible with responsible, “green” practices. If you are interested in reading more about this subject, why not check out this YouGov article on the importance of sustainability in the development of travel brands?  

If you have heard of the term “sustainable tourism” in recent times, it might have seemed to you somewhat contradictory. After all, you might reason to yourself, isn’t almost any travel an inherently high-consuming practice – even if someone is simply journeying from one end of their home city to another, rather than crossing national borders?

Recent research certainly indicates that many people are conscientious about the adverse impacts their own travel practices may have on the environment, local communities, and economies. One survey from PwC last year, for instance, found that 31% of consumers claimed to be travelling “less or differently” amid the ongoing climate crisis.

The Increasing Appeal and Relevance of Sustainable and Eco-Friendly Travel Firms

The same PwC survey we mentioned above, provided several other findings that were perhaps even more eye-opening.

Some 85% of consumers, for instance, said they were experiencing the disruptive effects of climate change in their own lives. Meanwhile, a solid 80% of those quizzed said they were prepared to pay a greater amount for sustainably produced or sourced goods.

Discoveries like these bely the long-held perceptions in some quarters that sustainable travel brands might only be greatly valued by the most committed environmentalists.

Quite the opposite appears to be true, with customers of various backgrounds and inclinations increasingly turning to travel brands that place a high emphasis on sustainable and responsible practices. Those practices might include – for example – the use of local tour operators, eco-friendly transportation such as cycling, and/or the avoidance of other polluting activities.

So, How Are Sustainable Travel Players Using the Digital World to Power Their Growth?

Here are some of the ways in which digital growth for eco-conscious travel brands is coming thick and fast with every passing year:

·         They’re Drawing Upon Artificial Intelligence and Personalisation

Millennials and Generation Zers are cohorts that have arguably particularly contributed to making sustainable travel “hip” in recent years. Sure enough, it is travellers in these age groups who often have especially high expectations of personalised travel experiences.

The leading sustainable travel brands have satisfied this demand by, among other things, using AI to generate eco-friendly itineraries, as well as to recommend lesser-known destinations (for example, Norfolk instead of Cornwall). The latter helps to combat “overtourism” and put forward interesting “undertourism” opportunities for conscientious travellers.

·         They’re Making the Most of Social Media and Social Commerce

The term “social commerce” refers to a form of ecommerce whereby goods and services can often be bought directly on social media platforms, instead of the prospective customer needing to be redirected to a separate e-tail shopfront.

Such integrations of social interaction and purchasing have played a central role in the growth of sustainable travel brands. Social networks like TikTok, Instagram, and LinkedIn have helped bring in young audiences and tempt them to make travel bookings.

·         They’re Shifting the Conversation from Sustainable Travel to Regenerative Travel

A key recent travel trend has been the emergence of “regenerative travel”. This phenomenon can be regarded as going beyond mere sustainable travel; it places the emphasis on actively working to improve the destinations that one visits, leaving them in a better state.

Examples of what could be considered “regenerative” travel practices range from the hiring of local guides and the purchasing of products from local artisans, right through to volunteering for conservation projects at the given destination, and choosing eco-friendly accommodation.

Digital platforms have been key to putting the spotlight on regenerative travel, helping to inspire would-be travellers who seek meaningful experiences and the opportunity to make the world a better place.

‘Going Green’ Isn’t A Mere Trend – And Eco-Friendly Travel Brands Are Showing This

In summary, the digital space has provided powerful means by which sustainable travel brands can fuel their expansion.

Such firms have achieved this largely by appealing to and engaging to people who believe enjoyable tourism doesn’t have to be incompatible with responsible, “green” practices. If you are interested in reading more about this subject, why not check out this YouGov article on the importance of sustainability in the development of travel brands?  

If you have heard of the term “sustainable tourism” in recent times, it might have seemed to you somewhat contradictory. After all, you might reason to yourself, isn’t almost any travel an inherently high-consuming practice – even if someone is simply journeying from one end of their home city to another, rather than crossing national borders?

Recent research certainly indicates that many people are conscientious about the adverse impacts their own travel practices may have on the environment, local communities, and economies. One survey from PwC last year, for instance, found that 31% of consumers claimed to be travelling “less or differently” amid the ongoing climate crisis.

The Increasing Appeal and Relevance of Sustainable and Eco-Friendly Travel Firms

The same PwC survey we mentioned above, provided several other findings that were perhaps even more eye-opening.

Some 85% of consumers, for instance, said they were experiencing the disruptive effects of climate change in their own lives. Meanwhile, a solid 80% of those quizzed said they were prepared to pay a greater amount for sustainably produced or sourced goods.

Discoveries like these bely the long-held perceptions in some quarters that sustainable travel brands might only be greatly valued by the most committed environmentalists.

Quite the opposite appears to be true, with customers of various backgrounds and inclinations increasingly turning to travel brands that place a high emphasis on sustainable and responsible practices. Those practices might include – for example – the use of local tour operators, eco-friendly transportation such as cycling, and/or the avoidance of other polluting activities.

So, How Are Sustainable Travel Players Using the Digital World to Power Their Growth?

Here are some of the ways in which digital growth for eco-conscious travel brands is coming thick and fast with every passing year:

·         They’re Drawing Upon Artificial Intelligence and Personalisation

Millennials and Generation Zers are cohorts that have arguably particularly contributed to making sustainable travel “hip” in recent years. Sure enough, it is travellers in these age groups who often have especially high expectations of personalised travel experiences.

The leading sustainable travel brands have satisfied this demand by, among other things, using AI to generate eco-friendly itineraries, as well as to recommend lesser-known destinations (for example, Norfolk instead of Cornwall). The latter helps to combat “overtourism” and put forward interesting “undertourism” opportunities for conscientious travellers.

·         They’re Making the Most of Social Media and Social Commerce

The term “social commerce” refers to a form of ecommerce whereby goods and services can often be bought directly on social media platforms, instead of the prospective customer needing to be redirected to a separate e-tail shopfront.

Such integrations of social interaction and purchasing have played a central role in the growth of sustainable travel brands. Social networks like TikTok, Instagram, and LinkedIn have helped bring in young audiences and tempt them to make travel bookings.

·         They’re Shifting the Conversation from Sustainable Travel to Regenerative Travel

A key recent travel trend has been the emergence of “regenerative travel”. This phenomenon can be regarded as going beyond mere sustainable travel; it places the emphasis on actively working to improve the destinations that one visits, leaving them in a better state.

Examples of what could be considered “regenerative” travel practices range from the hiring of local guides and the purchasing of products from local artisans, right through to volunteering for conservation projects at the given destination, and choosing eco-friendly accommodation.

Digital platforms have been key to putting the spotlight on regenerative travel, helping to inspire would-be travellers who seek meaningful experiences and the opportunity to make the world a better place.

‘Going Green’ Isn’t A Mere Trend – And Eco-Friendly Travel Brands Are Showing This

In summary, the digital space has provided powerful means by which sustainable travel brands can fuel their expansion.

Such firms have achieved this largely by appealing to and engaging to people who believe enjoyable tourism doesn’t have to be incompatible with responsible, “green” practices. If you are interested in reading more about this subject, why not check out this YouGov article on the importance of sustainability in the development of travel brands?  

If you have heard of the term “sustainable tourism” in recent times, it might have seemed to you somewhat contradictory. After all, you might reason to yourself, isn’t almost any travel an inherently high-consuming practice – even if someone is simply journeying from one end of their home city to another, rather than crossing national borders?

Recent research certainly indicates that many people are conscientious about the adverse impacts their own travel practices may have on the environment, local communities, and economies. One survey from PwC last year, for instance, found that 31% of consumers claimed to be travelling “less or differently” amid the ongoing climate crisis.

The Increasing Appeal and Relevance of Sustainable and Eco-Friendly Travel Firms

The same PwC survey we mentioned above, provided several other findings that were perhaps even more eye-opening.

Some 85% of consumers, for instance, said they were experiencing the disruptive effects of climate change in their own lives. Meanwhile, a solid 80% of those quizzed said they were prepared to pay a greater amount for sustainably produced or sourced goods.

Discoveries like these bely the long-held perceptions in some quarters that sustainable travel brands might only be greatly valued by the most committed environmentalists.

Quite the opposite appears to be true, with customers of various backgrounds and inclinations increasingly turning to travel brands that place a high emphasis on sustainable and responsible practices. Those practices might include – for example – the use of local tour operators, eco-friendly transportation such as cycling, and/or the avoidance of other polluting activities.

So, How Are Sustainable Travel Players Using the Digital World to Power Their Growth?

Here are some of the ways in which digital growth for eco-conscious travel brands is coming thick and fast with every passing year:

·         They’re Drawing Upon Artificial Intelligence and Personalisation

Millennials and Generation Zers are cohorts that have arguably particularly contributed to making sustainable travel “hip” in recent years. Sure enough, it is travellers in these age groups who often have especially high expectations of personalised travel experiences.

The leading sustainable travel brands have satisfied this demand by, among other things, using AI to generate eco-friendly itineraries, as well as to recommend lesser-known destinations (for example, Norfolk instead of Cornwall). The latter helps to combat “overtourism” and put forward interesting “undertourism” opportunities for conscientious travellers.

·         They’re Making the Most of Social Media and Social Commerce

The term “social commerce” refers to a form of ecommerce whereby goods and services can often be bought directly on social media platforms, instead of the prospective customer needing to be redirected to a separate e-tail shopfront.

Such integrations of social interaction and purchasing have played a central role in the growth of sustainable travel brands. Social networks like TikTok, Instagram, and LinkedIn have helped bring in young audiences and tempt them to make travel bookings.

·         They’re Shifting the Conversation from Sustainable Travel to Regenerative Travel

A key recent travel trend has been the emergence of “regenerative travel”. This phenomenon can be regarded as going beyond mere sustainable travel; it places the emphasis on actively working to improve the destinations that one visits, leaving them in a better state.

Examples of what could be considered “regenerative” travel practices range from the hiring of local guides and the purchasing of products from local artisans, right through to volunteering for conservation projects at the given destination, and choosing eco-friendly accommodation.

Digital platforms have been key to putting the spotlight on regenerative travel, helping to inspire would-be travellers who seek meaningful experiences and the opportunity to make the world a better place.

‘Going Green’ Isn’t A Mere Trend – And Eco-Friendly Travel Brands Are Showing This

In summary, the digital space has provided powerful means by which sustainable travel brands can fuel their expansion.

Such firms have achieved this largely by appealing to and engaging to people who believe enjoyable tourism doesn’t have to be incompatible with responsible, “green” practices. If you are interested in reading more about this subject, why not check out this YouGov article on the importance of sustainability in the development of travel brands?  

If you have heard of the term “sustainable tourism” in recent times, it might have seemed to you somewhat contradictory. After all, you might reason to yourself, isn’t almost any travel an inherently high-consuming practice – even if someone is simply journeying from one end of their home city to another, rather than crossing national borders?

Recent research certainly indicates that many people are conscientious about the adverse impacts their own travel practices may have on the environment, local communities, and economies. One survey from PwC last year, for instance, found that 31% of consumers claimed to be travelling “less or differently” amid the ongoing climate crisis.

The Increasing Appeal and Relevance of Sustainable and Eco-Friendly Travel Firms

The same PwC survey we mentioned above, provided several other findings that were perhaps even more eye-opening.

Some 85% of consumers, for instance, said they were experiencing the disruptive effects of climate change in their own lives. Meanwhile, a solid 80% of those quizzed said they were prepared to pay a greater amount for sustainably produced or sourced goods.

Discoveries like these bely the long-held perceptions in some quarters that sustainable travel brands might only be greatly valued by the most committed environmentalists.

Quite the opposite appears to be true, with customers of various backgrounds and inclinations increasingly turning to travel brands that place a high emphasis on sustainable and responsible practices. Those practices might include – for example – the use of local tour operators, eco-friendly transportation such as cycling, and/or the avoidance of other polluting activities.

So, How Are Sustainable Travel Players Using the Digital World to Power Their Growth?

Here are some of the ways in which digital growth for eco-conscious travel brands is coming thick and fast with every passing year:

·         They’re Drawing Upon Artificial Intelligence and Personalisation

Millennials and Generation Zers are cohorts that have arguably particularly contributed to making sustainable travel “hip” in recent years. Sure enough, it is travellers in these age groups who often have especially high expectations of personalised travel experiences.

The leading sustainable travel brands have satisfied this demand by, among other things, using AI to generate eco-friendly itineraries, as well as to recommend lesser-known destinations (for example, Norfolk instead of Cornwall). The latter helps to combat “overtourism” and put forward interesting “undertourism” opportunities for conscientious travellers.

·         They’re Making the Most of Social Media and Social Commerce

The term “social commerce” refers to a form of ecommerce whereby goods and services can often be bought directly on social media platforms, instead of the prospective customer needing to be redirected to a separate e-tail shopfront.

Such integrations of social interaction and purchasing have played a central role in the growth of sustainable travel brands. Social networks like TikTok, Instagram, and LinkedIn have helped bring in young audiences and tempt them to make travel bookings.

·         They’re Shifting the Conversation from Sustainable Travel to Regenerative Travel

A key recent travel trend has been the emergence of “regenerative travel”. This phenomenon can be regarded as going beyond mere sustainable travel; it places the emphasis on actively working to improve the destinations that one visits, leaving them in a better state.

Examples of what could be considered “regenerative” travel practices range from the hiring of local guides and the purchasing of products from local artisans, right through to volunteering for conservation projects at the given destination, and choosing eco-friendly accommodation.

Digital platforms have been key to putting the spotlight on regenerative travel, helping to inspire would-be travellers who seek meaningful experiences and the opportunity to make the world a better place.

‘Going Green’ Isn’t A Mere Trend – And Eco-Friendly Travel Brands Are Showing This

In summary, the digital space has provided powerful means by which sustainable travel brands can fuel their expansion.

Such firms have achieved this largely by appealing to and engaging to people who believe enjoyable tourism doesn’t have to be incompatible with responsible, “green” practices. If you are interested in reading more about this subject, why not check out this YouGov article on the importance of sustainability in the development of travel brands?