How to avoid greenwashing in your sustainable travel content

Don’t risk greenwashing in your travel content. Keep it real.

There was a time when travelers, the travel media and tourism providers didn’t want to hear the sustainability word. It was often met with a rolling of eyes and covering of ears. But sustainability can no longer be shushed.  In fact, many are out and proud about being sustainable these days. And, consequently, many of the eye-rollers are now trying to make up for lost time. Some tourism operators are so desperate to join the ‘green party’ that they are prepared to gatecrash, creating credentials on the back of a napkin and hoping that the eco experts don’t notice.

However, what they forget is that many of the eco experts are in fact their customers. Customers who haven’t had their head stuck in the sand of sustainability, but have been learning to love a whole new world of ethical consumerism. On the other hand, some organizations committed to sustainable tourism have been nervous to create content about it because they don’t think they are sustainable enough. In our experience, this is rarely the case, especially if you create content that avoids any risk of greenwashing. Read our tips below on keeping it real. 

By creating travel content that not only has sustainability at its heart, but also glows with shades of green and gold, you won’t be gatecrashing. You will be opening doors to so many people, not only visitors but also a wide array of sustainable stakeholders. Here are our top tips on creating content that will resonate with those who are wise to the wonders of sustainable tourism, and attract online traffic of truly green travelers. 

Put it on the homepage

We always advise responsible travelers to look at a tourism organization’s commitment to sustainability by looking at their homepage. Is there a responsible, green or eco policy jumping out at you? Sustainability should be embedded at the core of every website, but not tucked away so that travelers can’t find it. Put your policies and, most importantly, your practices on your homepage rather than hiding them in the attic where they will only gather dust.

A glowing example is Visit Scotland's website which has a banner on its homepage saying ‘Help keep Scotland special’, with a link to more detailed responsible tourism recommendations. They even have a hashtag to match: #RespectProtectEnjoy. Respect indeed. 

GOOGLE ISN’T GREEN

Every business has to feed the Google gods these days, creating content with words that are going to increase their website traffic. It’s a feature of any online organization. However, don’t fall into the trap of sprinkling the S word all over your website just because travelers are making more specific searches around sustainability. You need to back your sustainability terms up with real content that is unique, engaging and authentic.

Sustainable tourism is about people not just the planet

One of the reasons why we value storytelling in sustainable tourism content is because we believe that it’s people who create change. And their stories are not only engaging but they sell. If you are talking about your sustainability policies, it’s good to remember the people who make your organization or destination special. Do you support local businesses as much as you can and, if so, who are they? Do you engage with community-led tourism organizations? If so, are you telling their stories? Are you promoting sustainable, indigenous tourism? If you employ locally, do you have a training scheme to upskill employees so that they can climb within the organization? Do you have a connection with local schools or colleges, artists or artisans? Let’s tell their stories to create engaging and unique content that is beautifully on brand. 

Fair and accessible tourism

A sustainable tourism practitioner understands that tourism shouldn’t discriminate in any way. Your content needs to demonstrate if the destination or tourism product is accessible to people of all mobility and cognitive abilities and if not, at least be transparent about this. Read our more detailed blog on accessible tourism. Your content should also show that you are committed to racial and gender equality and, of course, that you welcome LGBTQI+ tourists. Barcelona’s city guide, for example, has a Gay tab right alongside its Gaudi tab. The Choose Chicago website has a homepage bursting with options that invite you to ‘Find your Chicago style’ with couples, families and LGBTQ+ given equal amounts of space. We like their style.

Avoid tokenism

You aren’t really sustainable if the only thing you do is ask guests to offset their carbon footprint, or if you do a bit of recycling. First of all, carbon offsetting can be controversial. If, however, you are contributing to a local reforesting or rewilding project, that is interesting. That shows you have engaged with local stakeholders about the carbon crisis. If you have started a recycling facility in your destinations because it didn’t exist before, this shows sustainability leadership. If you offer discounts to people who arrive using low carbon transport, that’s proper commitment. Let us help you develop content that tackles tokenism by telling real stories. 

“83% of global travelers think sustainable travel is vital, with 61% saying the pandemic has made them want to travel more sustainably in the future.” - Booking.com’s 2021 Sustainable Travel Report

Outdoor activities

Embedding sustainability into your outdoor activities is key to being a green leader. Transform this offering by communicating with activity providers and creating a genuinely green and sustainable strategy. These outdoor activity providers should also have responsible practices, and demonstrate knowledge not only of health and safety but of the landscapes they are operating in. These include practicing Leave No Trace principles and having a good knowledge of regional biodiversity.

Do you make outdoor activities easy for your guests, with detailed walking or cycling trails, free use of bicycles and so on? By creating a short video of guests walking out the door, hopping on a bike and heading straight for the trails on your doorstep, for example, you are instantly getting your message across. 

Beds, baths and beyond

Strangely, up until now it was often the bathrooms that came up smelling of roses in accommodations boasting sustainable practices. If they asked customers to reuse towels, or not have their linen changed daily, they were suddenly green gods. However, these don’t get you green awards anymore. You need to apply your sustainable credentials across the organization, from kitchen to reception, bar to boardroom, and we can help you create content that sets the right tone. 

“Almost half (49%) [of global travelers] still believe that in 2021, there aren’t enough sustainable travel options available, with 53% admitting they get annoyed if somewhere they are staying stops them from being sustainable, for example by not providing recycling facilities.” - Booking.com’s 2021 Sustainable Travel Report

Join the ‘say no to plastic’ revolution

A tourism organization that claims to be sustainable but which has single-use plastic toiletries, plastic straws or take-away plastic cups are holding up red flags to be caught. Think about the use of plastic throughout your organization and tell your visitors how you are working to eliminate it. Seek out local non-profit conservation organizations that are lobbying to eliminate plastic in your region and support them in any way you can. 

Food is fundamental

Some of the best food tourism content tells the stories of people who are creating these tantalizing treats. If your organization is promoting itself as sustainable, food and drink content can be fleshed out to show all the local sourcing, community involvement and cultural heritage that is behind it. If your content menu isn’t making sustainability devotees salivate, you might need to take another look at your ingredients.