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How can luxury travel audiences be convinced to support sustainable tourism?

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Luxury travel is often associated with indulgence, exclusivity, and comfort. But it can also have a significant impact on the environment, the local communities, and the cultural heritage of the destinations. How can luxury travel audiences be convinced to support sustainable tourism, which aims to balance the economic, social, and environmental aspects of travel? Here are some tips to help you communicate the benefits of sustainable tourism to your luxury travel clients.

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Frederic Dimanche, Ph.D., Toronto Metropolitan University

Director, Ted Rogers School of Hospitality and Tourism Management
Matt Stein

Luxury Travel Concierge I Virtuoso | Explorer

1 Appeal to their values

Luxury travelers are not a homogeneous group. They have different motivations, preferences, and expectations for their travel experiences. Some may value authenticity, adventure, or wellness, while others may seek status, recognition, or relaxation. To persuade them to support sustainable tourism, you need to understand their values and tailor your messages accordingly. For example, you can emphasize how sustainable tourism can enhance their personal growth, enrich their cultural understanding, or improve their well-being.

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2 Educate them on the issues

Luxury travelers may not be aware of the negative consequences of their travel choices, such as carbon emissions, water consumption, waste generation, or cultural erosion. To raise their awareness and inspire them to act responsibly, you need to educate them on the issues and the solutions. For example, you can provide them with information on the environmental and social challenges facing the destinations, the best practices and standards for sustainable tourism, and the actions they can take to reduce their impact.

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3 Showcase the benefits

Luxury travelers may perceive sustainable tourism as a compromise, a sacrifice, or a limitation. To overcome this perception, you need to showcase the benefits of sustainable tourism for them, the destinations, and the planet. For example, you can highlight how sustainable tourism can offer them unique, memorable, and meaningful experiences, how it can support the conservation and development of the destinations, and how it can contribute to global goals such as climate action, biodiversity protection, and poverty alleviation.

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4 Provide incentives and recognition

Luxury travelers may need some incentives and recognition to motivate them to support sustainable tourism. To encourage them to choose sustainable options, you need to provide them with incentives and recognition that match their values and expectations. For example, you can offer them discounts, rewards, or donations for booking sustainable hotels, tours, or activities, you can give them certificates, badges, or testimonials for participating in sustainable initiatives, or you can feature them in your newsletters, blogs, or social media as sustainability champions.

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5 Involve them in the process

Luxury travelers may want to have a say in how they support sustainable tourism. To engage them in the process, you need to involve them in the planning, implementation, and evaluation of sustainable tourism practices. For example, you can ask them for their feedback, suggestions, or preferences on how to improve your sustainability performance, you can invite them to join your sustainability committee, or you can ask them to share their stories, photos, or videos of their sustainable travel experiences.

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Matt Stein

Luxury Travel Concierge I Virtuoso | Explorer
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Most travelers I work with are looking for authentic experiences and to get the real flavor of the destination. I find part of that means them appreciating the value of their destination. Sustainability means different things to different people. Some of my travelers don't want to stay at hotels that have single-use plastics while others want the hotel to use as much renewable energy as possible. As a travel advisor, I need to understand what's important to my clients. I have extended conversations with them to learn what matters to them. Once that's accomplished, I can present them with hotels that meet their criteria. The traveler is involved every step of the way.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Frederic Dimanche, Ph.D., Toronto Metropolitan University

Director, Ted Rogers School of Hospitality and Tourism Management
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Luxury consumers are like other consumers: Most are aware of the issues and most care. Luxury brands need to invest in strong brand communication efforts that highlight their sustainability efforts, from CSR to green strategies, and demonstrate how brand values align with customer values. But in addition, there must be a demonstration that this also aligns with other luxury fundamentals such as tradition and authenticity, history, know-how, quality, aesthetics, and prestige. The key to successful communication will be to develop effective storytelling that brings together all of the above factors.

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Matt Stein

Luxury Travel Concierge I Virtuoso | Explorer
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You should remember that affluent travelers are usually passionate about causes and purposes. When you ask probing and open-ended questions, you will learn their preferences. Once you have that vital information, you can show them the options they would probably prefer. Sustainable tourism is a very large umbrella that covers a lot of issues. Some people might want to offset their carbon imprint or worry about single-use plastics while others want to give back to the community they're visiting. It's why I always ask travelers a lot of questions including what they do for fun on a daily basis and what causes they support. Everyone wants to be heard and leave the world a better place. We just need to make sure we hear their message.

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How can luxury travel audiences be convinced to support sustainable tourism?

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1 Appeal to their values

2 Educate them on the issues

3 Showcase the benefits

4 Provide incentives and recognition

5 Involve them in the process

6 Here’s what else to consider

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