Maintaining the green travel momentum through recession
Thursday, 09 Jan, 2009
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TravelMole Guest Comment by Sue Hurdle, chief executive, Travel Foundation
It seems that not even the most experienced financial pundits have a clue about what’s going to happen to the economy in 2009 so making any predictions in the current climate is a tricky business.
That said, I’m going be bold and make a few points about the “green” agenda in 2009 and how it can sit alongside commercial priorities when so many businesses will struggle just to stay afloat.
So, prediction number one: going green is good for the bottom line.
I think that far from green issues sliding down the boardroom agenda in recession, the need for businesses to reduce costs will inevitably promote greener practice, starting with saving energy and minimising waste. Some may argue that this is greener "by default", but the savvy companies will be the ones that build good practice into every day operations now that will last beyond the recession.
The trend for recycling and energy efficiency at home is also gathering momentum. It’s not only good for the environment, it makes financial sense.
People I’ve spoken to who have never before had a worry about their finances are looking for other ways to save too, even down to wasting less food – it’s surely no coincidence that Delia Smith’s cookery book about thrifty cooking features near the top of Waterstones’ bestseller list.
Whilst on the subject of food, there’s an upsurge in interest for allotments, which are no longer the domain of old men in flat caps.
The new breed of enthusiast is more likely to be younger, female and bringing the children along to get their hands dirty.
This "hands on" trend extends to travel.
More "authentic" experiences are demanded by increasingly experienced travellers and this is great for the green agenda.
In such a tough, competitive climate, where companies will be looking for ways to differentiate their product, the "authentic" experience – for example, excursions off the beaten track to enjoy the destination’s nature, culture, architecture, shopping in local markets and so on – can attract the holiday maker as well as providing an opportunity to put something back and help local people make a living from tourism. The visitor also gets to enjoy a richer holiday experience – so everybody wins.
In this economic climate using “green” or "sustainable" within an organisation’s marketing could be a point of difference in attracting or keeping customers, particularly at the market’s higher end.
The media’s thrift agenda will gather pace in 2009 and beyond. This will offer editorial and marketing opportunity for those travel businesses that are able to adapt.
Getting staff and consumers on board is the key to making a responsible travel policy successful.
We’ll be stepping up our travel industry support this year and encouraging businesses to take advantage of our training packs, dvds, leaflets and guides to help communicate effectively with staff and customers.
We’ll also be launching an online viral campaign this year to test people’s knowledge at www.maketravelgreener.com
Cost will inevitably drive many decisions about creating and buying holidays this year. The challenge and the opportunity will be to maintain the greener momentum beyond the recession.
Phil Davies
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