Few industries have more to lose from environmental destruction than travel. Thankfully, a silver lining of the last two years is the rise of suppliers’ sustainability improvements.
Just as Blacklane committed to carbon neutrality over our ten-year history, travel companies continue to green their products and services. They are also educating customers and making long-term commitments to destinations.
But it’s not enough.
Green initiatives are band-aids that cannot heal the underlying condition. The symptom is climate change. But the ailment is personal hardship.
One cares most about the destiny of the planet when your own life has a future. Those of us in that position need to understand the perspective of those with uncertain and bleak futures.
We therefore must address the economic and social issues confronting billions of people with a holistic approach to sustainability.
Travel companies have a unique role to address the three dimensions of sustainability: environmental, social and economic. Travel by definition connects people, takes us to new places, and exposes us to others’ realities. We explore new lands and engage with new cultures. Travelers both experience a place’s past and envision its future.
Furthermore, our businesses directly impact the communities where we operate. We require local workers, we rely on local infrastructure, and we use local natural resources. We have an obligation to care for the people and the places, and an opportunity to enrich them with our presence.
Yet too many people work and fall behind around the world. They lack safety nets, labor protections and growth opportunities. Too many others want to work but need more training. If our societies cannot solve these problems, our environmental failures will remain.
That’s because economic prosperity precedes environmental protection. Wealthy economies have the privilege to fight pollution and decarbonize. Conversely, struggling economies must focus on day-to-day survival. Their citizens are unlikely to account for climate change in their daily decisions.
At a national level, the Environmental Performance Index quantifies policies across several factors, including biodiversity, air quality and wastewater treatment. The correlation between gross domestic product per capita and a healthier environment is unmistakable.
Wealthier countries invest more in sustainability because they know they have a future. Their people have the prosperity and health to live long and happy lives, generation after generation.
They have the education to understand climate science and the risks posed by climate change. They have the resources and infrastructure to develop and implement green technologies.
The smallest communities to the largest countries, therefore, need new opportunities to build wealth and fund more education. We know that education drives GDP per capita and household wealth. The more you educate the population, the wealthier a country becomes. And with that wealth, the more the society can afford to invest into environmental protection.
Long-term change will come only from simultaneously advancing the three pillars of sustainability:
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Economic: businesses must pay their employees and partners fairly and on time. They can promote local restaurants and activities. We need to support local builders, artists and entrepreneurs to have thriving local economies. The travel and hospitality sector brings investment and attention to some of the world’s most remote and underprivileged communities. This gives us an outsized ability to mutually grow our businesses and raise their standards of living. For example, walking tours can highlight family-owned cafes and local artists' galleries. Expeditions and cruises can source local ingredients and sell goods from regional farms. On the employer side, travel startups can offer shares to all employees. As partners, larger companies can help and train entrepreneurs to start their own chauffeur business or tour and activity company.
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Social: travel companies can provide training to strengthen their staff and local communities. They can also support marginalized and disadvantaged groups worldwide. Examples include giving new opportunities to women in roles historically dominated by men. Chauffeurs and cruise ship officers are two such professions. Catering companies and event managers can donate leftover food to locals in need. Companies can care for employees by giving them time off to serve charities. Employers can also invest in diversity, equity and inclusion training.
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Environmental: our guests travel precisely to enjoy the wonders and beauty of new destinations. We must remain vigilant with a long-term view to preserve and protect the earth. Travel companies are cleaning their operations in the air, on the ground and over the seas. We are working with destinations to reduce the impact of overtourism. We are offsetting carbon, reducing waste, and deploying cleaner vehicles. While we must offset emissions in the short term, we have to lower emissions in the long term.
The sustainability cause should bring out the best in our industry. When we compete on protecting people and the planet, everyone wins.
When we improve the fortunes of our employees and partners, we create financially secure communities that will better sustain their regions. When we share our knowledge with eager learners, we unleash their expertise and passions.
As I said in the beginning, we would be among the biggest losers from environmental destruction. On the flip side, we also have the most to gain from holistic sustainability.
All of us, as individuals and organizations, should challenge ourselves on all three elements. Bringing them together is our best chance to make long-term change.