During the judging of G Adventures’ Responsible Tourism Ambassador competition a few weeks ago, one of the contestants revealed he’d never been asked about responsible travel in the eight years he’d been an agent.
But having noticed a trend towards more authentic, experiential travel, he realised it made business sense to make responsible holidays a USP.
In fact, all the agents in the final had identified clear markets for selling responsible travel – taking it from just a buzzword to a commercial opportunity.
Whether that be older customers wanting an immersive experience as they become more active in their later years; families keen for their children to get under the skin of a country; or young people having an unforgettable adventure – all were viable customers for responsible travel.
And underpinning all of the demographics was the desire to not just take from a holiday but to give something back.
This theme continued at Travel Weekly’s first Touring & Adventure Showcase last week, at which more than 100 guests heard how a growing number of holidays were involving an element of social enterprise and contribution to the communities they visit.
And this week, we report on how even Thomas Cook’s Club 18-30 is responding to the trend by teaming up with G Adventures to offer 10 of its trips. That’s not to say the likes of Malia and Ibiza are under threat, but there is definitely a growing number of people who want more than clubbing all night and recovering on the beach all day.
Agents who recognise these ‘responsible’ travellers – throughout their life cycles – and stay ahead of the curve, will not only prosper but help sustain destinations so our industry is still going strong for years to come.
This is a community-moderated forum.
All post are the individual views of the respective commenter and are not the expressed views of Travel Weekly.
By posting your comments you agree to accept our Terms & Conditions.