Sustainability isn’t just a buzzword anymore, Adventure World’s Neil Rodgers, says. It’s an easy and lucrative sell.
There is little question that you are a travel influencer. A client comes in with a dream. And it’s a misshapen lump of a dream. You have to work it, mould it into something that won’t shatter at the slightest bump. You’re kind of like Patrick Swayze in Ghost, sitting behind Demi Moore, sculpting clay. [Except without the sexual overtones and, you know, ruining the vase.]
So when a customer reaches out and says, “I want to see the polar bears” you can make that happen. But you can make that happen in a sustainable way. And sustainability sells.
The Travel Corporation’s recent Impact Report showed travellers are actively seeking sustainable travel options. For agents, this presents a golden opportunity.
“There are a lot of commercial gains for selling sustainable product,” Adventure World’s managing director, Neil Rodgers, says.
“It’s an upsell. You’re creating a bigger file booking for your clients. You’re then getting the increased commission.
“Plus you’re also projecting a higher level of expertise in your consultation process.
“In a competitive environment those that initially upskill reap the benefit,” he says.
“Everybody wants to do the right thing and if you’re seen as an agent that is doing the right thing, then that’s half the battle won.”
From repeat business to organic marketing, green business is gold business
Sustainability isn’t a one-off trend. Customers interested in sustainable travel options will likely travel in that way again. Agents who consistently offer and advocate for green travel options foster trust among their clientele. This trust translates into repeat bookings, subscriptions to other eco-offerings, and a reliable, returning customer base.
And this base will be your brand ambassadors. When clients have unique, sustainable experiences, they’re likely to share their stories. Whether it’s on social media, through personal networks, or via reviews, their advocacy acts as a powerful marketing tool. This not only brings new clients but also boosts the agent’s reputation as a pioneer in sustainable travel.
Your suppliers have already done the work for you
“There are shades of green in every demographic,” Rodgers says. Sustainability isn’t to be dismissed as just a millennial thing.
But those millennials are the key travel booker moving forward.
“This is why we really encourage agents to at least understand where to go for sustainable products.”
Adventure World has a whole Travel with Purpose product charter. Its product managers use this charter to “hand-inspect accommodation to check that it’s characteristic of the destination, gives back to the local First Nations communities, or if it’s got a proven green energy background”.
“We work with World Animal Protection and TreadRight to ensure that every wildlife experience is no contact and observation only. That our cultural experiences are appropriate. So no themed areas to make sure that the money 100% is going back to the local community.”
It’s a lot of work, but they’re doing it so you and your customers don’t have to. It’s an easy sell, right?
“And it’s a powerful one,” Rodgers says.
“Think of an agent, handing over documents to a client. They say, ‘Here’s the company you’re travelling with, here’s their travel policy, here’s their cultural policy and here’s their animal welfare credentials’. That just adds another layer of expertise to an agent as a selling tool.”
“It’s so hard to be aware of everything. So we want to give the tools to our agents, and across the entire industry. We’re willing to share them.”
