There are a number of obvious responses to a question around what elements of the travel, tourism and hospitality industry should be cut to help with sustainability.
Some might suggest a crack down on daily housekeeping in hotels, or the removal of diesel vehicles from car rentals and ride-hailing services, or only the use of mobile ticketing for any kind of product.
But Jeremy Sampson, CEO of
The Travel Foundation
, has a far more radical idea that can be put in place immediately and will have a huge impact on the sustainability efforts of the brands that do it.
In short: stop the crazy use of billions of dollars on marketing and do something valuable with the money instead.
Delegates and panelists at The Phocuswright Conference 2021 - where Sampson was appearing in a sustainability session - know exactly who he means.
Fellow panelist Aaron Gowell, CEO of
SilverRail
, also points the finger at online travel agencies for not doing enough to get on board with initiatives that will make difference.
The discussion was a key moment in the session, as Sampson and Gowell, alongside Megan Morikawa, global sustainability director for the
Iberostar Group
, detail positive steps that brands and their partners can do to make a difference.
The session included some strong moves needed around overtourism, supply chain issues and more.
It's an uncomfortable watch for any brand or executive who knows they could and should be doing better.
The full session, moderated by PhocusWire's Kevin May, is included below...
Travel's Dilemma - Are We Making Our Mark or Leaving One? - The Phocuswright Conference 2021