Be ‘subtle but engaging’ when explaining sustainability to customers, agents told

Agents have an “extraordinary responsibility” to educate customers about sustainability within the cruise sector, but they must avoid being too aggressive, marine biologist Monty Halls has warned.

Halls told 750 delegates at the Clia conference in Southampton, they must educate consumers on the work the cruise industry is doing to make positive change in the sustainability arena.

He advised trade partners be “subtle” when explaining the initiatives and programmes cruise lines and associations are running, as customers will not engage with the content if it agents are too pushy.

More: Travel industry ‘needs to make faster progress on sustainability’

“It’s your job to educate and inform people about the cruise industry’s approach to the environment and how the sector is changing to be more sustainable,” he said.

“People come on a cruise holiday to enjoy themselves and have a great experience, they don’t come on to be lectured.

“So you need to be subtle with your messaging and get it across in a calm and interesting way – you can’t be too aggressive or in your face about it because people won’t respond to it.”

He went on to urge agents to continue speaking about sustainability, but to recognise that change will take time and not to get disheartened.

“People have operated in the same way for a long time and although the sector is changing to be more environmentally positive, getting that message across to customers takes time.

“But remember, you have created countless activists for the environment through your work by introducing them to these amazing places on the planet and you’ve got such a great opportunity to be a mentor and a guide to the people you’re continuing to take abroad.

“Never underestimate the significance of what you do. You wield immense power by bringing people together and making memories for them and that’s an extraordinary opportunity with which comes extraordinary responsibility.”