The Rise of Climate Conscious Travellers
The real question is how quickly the Industry evolves to meet the needs of Climate Conscious Travellers. Get my Thoughtful Insight on this Trend.
Dear Friends
Here’s what I have realised - The Travel, Tourism & Hospitality Industry is in its TRANSITION PHASE and the shift is surprisingly not that hard to miss. The Inbound travel business from Boomers and Gen X are steadily softening in India, while Millennials and Gen Z (both Inbound and domestic) are reshaping it.
A recent observation during the protests in New Delhi, also showcased a remarkable sight from the Youth and their Millennial parents. Despite all, the people voluntarily collected litter, segregated waste and left the place cleaner - reflecting an amazing societal change which somehow wasn’t noticed earlier much. This change is also seen in our industry.
The Trends are Real – And it’s already There !!
The Climate Consciousness isn’t just a talking point, it’s now becoming an Identity and won’t go off even on travel holidays for many people now. And don’t think its limited to a backpacking budget, or individuals with a disposable income or even the ultra-wealthy - Everyone who now understands the importance of their ecological footprint and impact of climate change, have shifted or shifting their preferences to immersive, transformative, and meaningful travel experiences.
Hence, for the Travel, Tourism and Hospitality industry the real question now is how quickly they evolve in repositioning their products and services enough to meet this.
Decoding What Climate Conscious Travellers Look For
First and foremost – A brand can’t fool them around with words. I won’t say they look for 100% of all the touch points I am mentioning but yes they do have their Parameters which may vary from Individual to Individual.
Beyond the verbal narratives shared on Visual platforms, they look for transparency, third-party green certifications, sustainability practices, awards and recognitions, ESG compliance, sustainable architecture, eco-friendly infra, credible carbon offsetting, plastic-free operations and energy-efficient properties.
They are drawn towards experiences which are authentic, sourcing local produce or home-grown, providing local employment, genuine village experiences, respect for indigenous culture, craft and traditions. The one’s actively involved in conservation activities, restoring damaged landscapes and partnering with local communities.
The Next Big Opportunity
I believe, this transformation is the base for new investment and business opportunities and a question to rethink for existing players in the market. It’s time to evolve beyond achieving few parameters but become the real differentiator. Even the Climate-conscious are not asking to compromise on standards and luxury but to redesign, rethink towards purpose driven meaningful contributions and experiences. I give you an example on this.
For a Travel Business, where the office is in a Tier 1 or Tier 2 city, for every booking plant a tree in one of your partner lodges or camps (in your guests name), calculate your organizations carbon footprint, emissions, and environmental impact and reduce it as much as possible, offer electric cab rides across all destinations. Release annual ESG reports, share your involvement towards local communities through partners and volunteer in conservation and social development works. These small initiatives are not just an addon but it’s a competitive strategy, a brand differentiator and a pathway towards long-term financial advantage.