Comment: Sustainability progress isn’t an easy fix

Travel Weekly’s Lucy Huxley says tough conversations will be necessary for the industry to move forward

Last week, I was privileged to hear from – and interview – a range of leaders from the industry and related sectors at the third Travel Weekly Sustainability Summit.

The conference got a great reception from delegates, with top-level speakers including the chief executives of Jet2 and Hurtigruten Group, and G Adventures founder Bruce Poon Tip. And what struck me most about the day was the willingness of speakers to engage with some uncomfortable truths and not pretend all was rosy in the travel industry’s garden.

There were plenty of disagreements between panellists and speakers – and clearly not all were resolved there and then.

But I was encouraged that many of those presenting opposing views were also willing to explore ways to collaborate to ensure the industry has a sustainable future.

The subject of greenwashing was often to the fore, with the CMA’s Mike Coates outlining the CMA’s growing powers in holding companies to account. And it is clear that those who make unsubstantiated or vague claims will come under increasing scrutiny – both from regulators and customers for whom such claims are growing in importance when holiday choices are made.

The travel industry undoubtedly has a long way to go on its sustainable journey, and as Bruce and others made abundantly clear, it won’t get anywhere if it keeps its head in the sand.

Tough conversations aren’t always fun, but they will continue to be necessary for our industry – and all that is good about it – to move forward.

This comment was originally published in the December 7 edition of Travel Weekly.