More than three-quarters of Virtuoso travel advisors have observed more interest among their clients in booking sustainable travel experiences when compared to five years ago. In developing its sustainability initiatives, Virtuoso determined three pillars it would focus on: supporting local economies, protecting the planet and celebrating culture—which, in that order, are of most to least importance according to Virtuoso clients.Nearly two-thirds of advisors (64%), said their clients are moderately to very informed about the sustainable practices and projects of the destinations or suppliers they are traveling to or with. An equal number of advisors said their clients are willing to spend more money if they know about a partner or destinations sustainability initiatives.While that’s all great, what caught our eye is the way different generations value certain sustainable practices. Among Virtuoso’s clients, Baby Boomers are most interested in avoiding overtourism; Gen X wants to give back to locals and contribute to the local economy; and Millennials and Gen Z alike are willing to pay more for companies that have adopted environmentally friendly philosophies and practices.
Why this is great: It means there isn’t just one path to becoming a more sustainable business.
Executive Insight
Like Matthew Upchurch, Chairman and CEO of Virtuoso, whose mantra is “automate the predictable so you can humanize the exceptional,” Jessica Hall Upchurch, Vice Chair and Sustainability Strategist, abides by two mantras of her own when it comes to promoting sustainability within the network: “no shame, no blame” and “start where you are.”LATTE caught up with Hall Upchurch as well as Javier Arredondo, Vice President of Sustainability, to learn more about the growing—but diverse—interests in sustainability among travelers.To “really drive sustainability,” Virtuoso needed to determine “how do you get people to narrow their minds, to focus?” said Hall Upchurch. In creating its three pillars, Virtuoso is giving people, brands and companies a few ways to think about sustainable initiatives. “People engage where they feel that they can start what is most important to them,” she added.
“All of this together—this integration, this interconnectedness—makes the biggest difference,” Hall Upchurch said.She went on to explain that the different communities and locales where Virtuoso’s partners operate need different things, so it can’t be a “one size fits all” approach. It’s up to each partner to determine how they choose to support any sustainability efforts. Then, it’s up to Virtuoso to connect them with the right advisors so they can send the “right travellers” to those destinations, Hall Upchurch said.From there, it can have a domino effect. Once a client travels this way, they start seeing travel differently, said Arredondo. He added that it’s Virtuoso’s role to “walk with on that journey” of discovering sustainable partners across the globe. This increasing interest among travellers, is one reason why Virtuoso earlier this year hosted its first Sustainability Summit.
Under One Sky Awards
At Virtuoso Travel Week, the network again hosted its Under One Sky Sustainability Lunch. Here, Arredondo noted that Virtuoso saw a 22 percent increase in partner participation and double the member engagement when it comes to cataloging their sustainability efforts. Clearly, there’s growing interest on all fronts.At that luncheon, Virtuoso also awarded suppliers and members for their sustainable-focused initiatives. Winners included:
Protecting the Planet (recognizes a partner leading the way in conservation, restoration and sustainable innovation): The Royal at Atlantis, for its Atlantis Blue Project Foundation
Supporting Local Economies (awarded to a partner using travel as a tool for empowerment, entrepreneurship and equity): Intrepid Travel, for supporting Indigenous tourism in emerging destinations
Celebrating Culture (honours a partner preserving heritage, uplifting communities and expanding cultural understanding): Journey Mexico, for reviving the Chinampas of Xochimilco
Sustainable Destination (awarded for the first time this year, this celebrates tourism boards embedding sustainability into the very identity of their destination): Jordan Tourism Board, for its Meaningful Travel Map of Jordan
Member Sustainable Leadership Award (acknowledges a member agency that advocates for sustainability and vocally supports sustainable tourism in their words, actions and marketing): Winkaffe Global Travel, an independent affiliate of Avenue Two Travel
