In search of sustainable travel

THE dramatic disruption of global travel and tourism industries over the past couple of years has transformed the landscape forever – not necessarily in the way that you might expect. As the United Nations (UN) World Travel Organization put it, the pandemic presented a moment where a crisis turned into an opportunity.

This was an opportunity for travel and tourism players to pause, rethink, realign, rally together and most importantly, really listen to changing consumer priorities before getting back on their feet. Today, the industry is more resilient, more focused on sustainability and more committed to prioritising the environment than ever before.

Of course, this is no accident. It has been the work of the ecosystem and the commitment of those within it to driving change.

On the frontline is The Global Sustainable Tourism Council, which establishes and manages global standards for sustainable travel and tourism. Its members make it their mission to preserve the environment and contribute to sustainability efforts in various parts of the industry.

Consumer-driven change

While it is a huge step forward for the industry to be placing such a focus on sustainability, perhaps what is more heartening is the commitment of consumers to do the same.

Since the pandemic, consumer habits have shifted in pretty much everything, and travel is no exception. Having spent most of their time at home and in their own countries during the pandemic, travellers are now prioritising local travel experiences.

This means not only having domestic experiences, but also enjoying “local” experiences when travelling internationally: exploring a town or city as the locals would and seeking out experiences that are off the beaten track.

Besides local travel experiences, sustainable travel tops the consumer travel wish list. What really moves the needle for the industry is that consumers have shown a willingness to pay more for experiences and brands that prioritise sustainability.

According to Traveloka research, 80 per cent of travellers surveyed in Indonesia are more likely to choose accommodation with sustainability practices. But these travellers are often not equipped with the tools to quantify what sustainability means.

While consumers are willing to do their part to support sustainable travel, this measurability gap means that more needs to be done.

This falls not only to those in the industry, but also on the world’s governments to design and implement policies that will result in a tangible impact.

South-east Asia’s role in the global commitment

On this front, progress is being made. The Glasgow Declaration for Climate Action in Tourism, launched at the UN Climate Change Conference, reiterates the urgency of achieving net zero through a collective effort at a government level.

In the fragmented Asia-Pacific region, different governments have implemented a diverse range of policies for sustainable travel. This was clear at last November’s G20 summit in Bali, Indonesia, where the country’s tourism industry laid out its aim of ensuring that sustainable travel becomes a reality.

According to Sandiaga Uno, Indonesia’s Minister of Tourism and Creative Economy, this includes tackling food waste and reducing the country’s carbon footprint. Plans include incentivising businesses in the tourism industry to green their supply chain by sourcing locally.

The country is also promoting village tourism in rural communities, where visitors can book homestays and participate in activities hosted by locals.

While Indonesia produces less than 2 per cent of the world’s carbon emissions, the nation has committed to being part of global efforts to halve emissions by 2035 and reach net zero by 2045.

Elsewhere in the region, specific targets and initiatives are being implemented. For example, over the last couple of years, the Singapore Tourism Board (STB) has launched many sustainability initiatives to help the tourism industry move in the right direction.

These include the Hotel Sustainability Roadmap and Mice Sustainability Roadmap, as well as the target of having 60 per cent of the total hotel room stock certified sustainable by 2025.

STB also has plans for differentiating Singapore from other urban destinations to enhance its appeal to environmentally conscious visitors, which bodes well for those looking to be more conscious about their travel decisions.

Some of tourism’s most prominent businesses have joined governments and destinations in committing to halve emissions by 2030 and achieve net zero by 2050 at the latest. But it is clear that policy and long-term aspirations are not the complete answer.

Real progress can be achieved only through collaborative efforts between the industry and consumers. This is the year for driving sustainability initiatives and showcasing progress to inspire consumers – but that means listening to them too, and making sure they can choose their own sustainable travel experience.

The writer is president of Traveloka.