Intrepid Travel's CEO James Thornton shares ways to separate companies that are serious about sustainability from those that are jumping on the eco-bandwagon.
According to a report published in January by the World Travel & Tourism Council and Trip.com Group:Nearly 70% are actively seeking sustainable travel options.
It's all just "greenwashing," he said, referencing the term that describes companies' efforts to appear more environmentally sound than they are.James ThorntonThe term has risen in popularity alongside the increase in demand for sustainable products and services. Another third have "good intentions but [aren't] actually taking action yet. And often … they're not quite sure how to take action."
He advises looking for "a long history of association with issues of sustainability, or is this something that only just appeared?"If the messaging is new for the company, that's not a deal breaker, he said.
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