Sustainability strategies ‘need to start with people’

Travel businesses need to approach sustainability in a “people-first” way, a panel heard this week.

In a session at the Connected Travel Marketplace conference hosted by Mary Harris, director of Bird Global Advisory, panellists discussed sustainability and the role of ESG for travel and tourism businesses.

Jessica Matthias, global director of sustainability at Sabre Group, told delegates how she had launched the company’s first sustainability framework, called “Travel Positive”, and built the sustainability team from two to 200 in her 15 months in her role.

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She said: “Always start with people. We have our three-pillar strategy of people, planet and prosperity in that order on purpose. We looked at people first – that’s why we started an R&D team before a sustainability team because without people to support and engage with it, we can’t reach those goals.”

Matthias also shared five tips for businesses to start work on their sustainability with three of those related to employees and partners: find your champions, embrace your culture and collaborate to accelerate.

The other two pillars were around measurement and technology, namely, understand your footprint and innovate for positive impact.

Rebecca Brett, retail director, Europe for Bedsonline, spoke about the power of a dedicated volunteering policy and the impact of volunteering through sustainable tourism programmes.

She cited her company getting involved in a micro-destination development hub in Mexico as an example, with future launches in Brazil, Morocco and India to come.

Brett said: “It should be used as a force for good and a catalyst. It will start a snowball effect once you start.”

Anne Lotter, executive director of Global Travel Education and Training Portal (GTTP), emphasised the importance of understanding the impact on local communities.

She said: “As an education charity that works around the world, for me the sustainability element is maintaining community relationships and supporting them.

“We educate youth, women, marginalised groups and indigenous groups, and we want to look at how we can maintain them in the business with our corporate partners.”

On average, GTTP educates around 650,000 people around the world every year.

She also focused on the importance and impact of internships and mentorships on sustainable travel and tourism efforts.

Harris highlighted an increasing global demand for sustainable travel options.

She revealed searches for “sustainable travel” were up 61% year on year, 58% were prepared to pay more sustainable travel options and 80% of global travellers considered sustainable travel important.

Harris added 74% of travellers surveyed in 2024 expect travel operators to provide sustainable options, up from 66% in 2022.

However, she highlighted there was “a supply gap” where 51% reported there were “insufficient sustainable options available”, representing “a big opportunity in the industry”.

Pictured (left to right): Harris, Brett, Lotter and Matthias.