About

Thursday 26 March (1:30 - 4pm) - Sustainability Marketing - Online

Delivered in partnership with the Travel Foundation, this session will include engaging presentations, interactive group exercises, Q&A slots and time to explore shared challenges and solutions – all supported by practical case studies from the UK and global destinations to showcase real-world examples.

Overview: Sustainability is no longer a niche concern—it’s shaping the choices of travellers worldwide. But how do you communicate your sustainability efforts in a way that resonates, without resorting to clichés or greenwashing? This session will explore how to position sustainability as a value-add for your brand and a driver of business growth, while staying credible, engaging, and practical.

Key topics covered:

• The business case for sustainability See how integrating sustainability into your brand strategy can enhance reputation, drive loyalty, and open new market opportunities
• ‘Talking about sustainability’ without talking about sustainability? How to craft compelling messages that resonate with travellers—without overwhelming them with technical jargon or overused green claims.
• Avoiding the greenwashing trap Understand the dos and don’ts of sustainability communication to maintain trust and transparency.
• Understanding the conscious consumer Key trends shaping traveller behaviour and expectations, from ‘slow travel’ to ethical spending, and what they mean for marketing strategy.
• Navigating the ‘say-do’ gap Discover practical steps for aligning marketing with real-world impact—and ensuring your messaging reflects genuine action.

What you’ll leave with:

• Fresh insights that challenge conventional thinking
• Messaging strategies that make an impact (and convert)
• A sharper sense of what tomorrow’s traveller actually wants
• Confidence to tell your brand story with authenticity and edge