Recently, we saw the annual occurrence of World Tourism Day and this year’s theme is one that the industry should most certainly carry forward beyond this year. ‘Tourism and Sustainable Transformation’, which echoes the shift in travel considerations by many of today’s travellers, and which acts as a call to action for travel professionals to steadfastly champion responsible, eco-friendly travel!

Why Sustainable Travel Is Critical for Your Business

The travel industry has long been at a turning point. Today’s travellers aren’t just seeking memorable experiences – they want to make a positive impact, or they want to travel, and know they’re leaving a place in the same condition they found it.

Here’s just a few compelling stats which support why selling sustainable travel options is so vital:

• According to Statista (2023), 72% of global travellers say they are more likely to book sustainable travel experiences than they were five years ago.
• The World Travel & Tourism Council (WTTC, 2023) reports that the Millennial and Gen Z segments are the most likely to choose eco-friendly options, with 68% indicating they prefer sustainable travel choices.
• A 2024 survey by the Global Sustainable Tourism Council (GSTC) found that 85% of travellers want transparency about the environmental impact of their trips.
• The United Nations Environment Programme (UNEP, 2022) emphasises that travel-related emissions are projected to double by 2050 if no action is taken, underscoring the urgency for responsible choices.
• The Statista (2024) forecast shows that over 80% of travellers are willing to pay more for sustainable options, highlighting a clear market opportunity.

This surge in demand means that offering sustainable options can differentiate your agency, boost loyalty, and increase sales.

The Opportunity for Travel Agents

So, with all those stats in mind, what are the opportunities for you as travel agents?

Well, as a trusted advisor for travellers at the very instance they want to start booking their travel experiences, you play a key role in shaping responsible travel habits.

By integrating sustainability into your offerings, you can:

• Meet Growing Customer Expectations: Consumers increasingly prioritize brands that demonstrate environmental and social responsibility.
• Create Unique, Authentic Experiences: Promote local, cultural, and conservation-focused tours that travellers crave.
• Enhance Your Reputation: Position your agency as a leader in responsible tourism, attracting conscious travellers.

How is Sustainable Travel Impacting Tourist Experiences?

Sustainable tourism is a major focus for the travel industry, with the appetite for sustainability showing no sign of easing: 83% of global travellers believe that sustainable travel is important!

How can you cater to it? Promote destinations that champion sustainable experiences when it comes to the people who live there, the communities travellers will be interacting with, and the natural landscape!

For the environment:

One of the key concerns not just for the travel and tourism industry but for the wider world within the context of sustainability is single-use plastics. The hotel industry alone generates 150 million tonnes of plastic per year – much of which ends up polluting the oceans.

Given this, marine and coastal conservation programs are also a great example of how to promote experiences that satisfy customer needs while abiding by sustainable practices.

Real-life example: Based in Cap Ternay research station on Mahé Island - which can be accessed via the Seychelles International Airport for overseas visitors, located near the capital of Victoria – GVI offers several volunteer and study projects where participants can spend their time scuba-diving to help underwater research, snorkelling to collect data on marine life, or even hiking through palm forests.

Experiences like these are the perfect example of how agents can promote sustainable travel which not only aligns with the needs and desires of the customer, but that also benefits the host destination.

For local communities:

Overtourism is also a unique tourism-induced issue which many popular destinations around the world face. Initiatives like sustainable tourism tax, introduced in the Balearic Island of Mallorca, helps support conservation of this popular destination. While in Kyoto, Japan, has implemented several measures to alleviate the strain of overtourism, including traffic congestion and even using social media to broadcast alternative routes and information for visitors.

Cultural Sustainability: Engaging with Authentic Voices and Preserving Local Heritage

Did you know that Millennials and Gen Z are especially committed to sustainable tourism? 73% of Millennials are interested in cultural and historic places, which often align with responsible tourism (WTTC, 2023)!

Many countries and organisations around the world are already showing how it’s possible to balance economic development with retaining vital cultural heritage and sustainable transformations.

Here’s how:

• Urban regeneration – a ‘Special Area Plan’ in George Town, Malaysia, balances conservation with economic development, allowing local owners to restore their homes and set up businesses, while protecting historic buildings from tourism-induced redevelopment.
• Prioritising native industries – to avoid over-reliance on sole economic drivers, like tourism. For example, in AlUla investments are being made into native industries such as agriculture. Diversifying the local economy creates increased revenue for residents and lessens the strain on economies that rely on tourism as a main driver of revenue.
• ‘Living heritage’ – the ‘Beirut Housing Rehabilitation and Cultural Creative Industries’ project offers small grants to local artisans, while the regeneration of the historical Mar Mikhael train station aims to reactivate cultural markets and businesses.

A key way for travel distribution to accommodate sustainable cultural tourism into the day-to-day, beyond just the integration of a readily available sustainable portfolio, such as you’d get when partnering with us!

How to Champion Sustainable Tourism

Here are a few more ways you can effectively promote sustainable tourism experiences, and become a champion of forward-thinking travel:

• Curate Certified Eco-Friendly Options: Highlight hotels, tours, and experiences with recognized sustainability certifications (e.g., WTTC, GSTC).
• Share Transparent Impact Data: Educate your clients about the environmental footprint of their choices, such as carbon offsets or eco-tour programmes!
• Leverage Technology: Use booking platforms that filter sustainable options, making it easier to recommend responsible products – just like our travel booking platform, the Booking Engine [link].
• Engage with Local Communities: Recommend experiences that support local artisans, preserve heritage, and offer authentic cultural immersion.
• Partner with Sustainability-Focused Suppliers: Work with providers committed to environmental and social standards – like us, as part of HBX Group! (Read on for more information about that...)

How Bedsonline Supports Sustainable Travel Initiatives

At Bedsonline, we recognise the importance of sustainable tourism and provide tools and products to help you promote responsible travel:

• Curated Sustainable Inventory: Our platform features a broad selection of eco-friendly hotels, tours, and experiences that are certified by industry standards such as WTTC and GSTC.
• Transparency & Education: We offer resources to help you educate your clients about the environmental impact of their choices, including eco-certifications and responsible travel options.
• Convenient Filters & Tools: Easily find and recommend sustainable properties and activities through our platform, simplifying the process of curating eco-conscious itineraries. Just look for ‘Sustainable Hotels’ in our booking engine!
• Supporting Local & Cultural Experiences: Promote authentic experiences that empower local communities and preserve heritage — aligning with the rising demand for cultural tourism.

For more details on how Bedsonline helps agents promote sustainable travel, read this article.

Why Now? The Industry’s Momentum Toward Sustainability

• 2027 has been declared the International Year of Sustainable and Resilient Tourism (UNWTO), emphasising industry-wide commitment!
• The Global Sustainable Tourism Council (GSTC) and World Travel & Tourism Council (WTTC) are advancing sustainability standards globally. The WTTC (2023) reports that sustainability practices are now a core part of corporate strategies across the sector.
• According to Statista (2024), 78% of travellers worldwide want their travel choices to positively impact the environment and local communities.

Partnering with partners like us, who are part of HBX Group – a leading independent B2B travel marketplace - positions you at the forefront of this movement.

As part of HBX Group, our partners benefit from key initiatives and offerings, tailored to contributing to making a travel a force for good (and accommodating to valuable traveller demands)

• Sustainable Hotels: Over 40,000 hotels in our portfolio are certified for sustainability – including 5,500 single-use-plastic-free options. This means they have achieved sustainable certification by industry-leading organisations such as the World Tourism and Trade Council (WTTC) and the Global Sustainable Tourism Council (GSTC). What’s more, these sustainable properties are easily found in our web-based travel booking platform using the ‘Sustainable Hotels’ filter, making it easy for our partners to promote sustainable stays.
• Sustainable In-Destination Experiences: We curate thousands of eco-friendly tours and activities, from PADI-certified diving centres to conservation-focused excursions, supporting both the environment and local communities.
• Green Transportation: Our vast range of ancillary services, such as airport transfers and car hire, offers hybrid vehicles and sustainable transfers, broadening sustainable mobility options for travellers.
• Community Empowerment: Initiatives such as the ‘Think Big Project’ support micro-destinations and empower local communities, while over 2,500 cultural tours and 1,480 nature and wildlife activities promote authentic, responsible travel.
• Industry Collaboration: We partner with the Global Sustainable Tourism Council (GSTC) and the World Travel & Tourism Council (WTTC) to ensure global best practices are embedded throughout our supply chain.

You can read more about our conscious initiatives as part of our Environment, Social and Governance pillar (ESG) here!

Why Join an Interconnected Ecosystem?

Joining HBX Group means gaining access to a global network dedicated to innovation and sustainability.

You’ll get access to innovative technology such as intelligent algorithms that power our travel agent booking platform and our seasonal campaigns, to data analytics and valuable travel industry data with our Insights platform, allowing you to track, promote and optimise your offering with sustainable travel options based on what sells in your market.

Thanks to our expert destination and sourcing teams, you’ll benefit from specially negotiated rates and availabilities, including on sustainably-focused hotels and experiences, which allows you to stay competitive even as you cater for forward-thinking travellers who want eco-conscious trips.

Offer sustainable certified accommodation thanks to our Sustainable Hotels Programme, launched under HBX Group and which has now grown to over 40,000 worldwide hotels! So you can provide sustainable stays with guaranteed peace of mind for your clients.

Plus, joining the HBX Group ecosystem means you can differentiate your agency by aligning with a market leader, positioning yourself as trustworthy and reliable, which are key factors for traveller decision-making in today’s landscape, no matter the industry you’re in! This means you can attract conscious travellers and build loyalty thanks to your enhanced portfolio of sustainable offerings.

Start selling sustainable travel now – your clients want it, and the planet needs it.

Promote authentic local experiences, and educate your clients on the importance of sustainability. Together, we can reshape tourism into a resilient, responsible, and rewarding industry!

Register your travel agency today