Sustainability and luxury travel content

Sustainability is one of the most significant trends shaping luxury travel. High net worth individuals are more aware than ever of their environmental impact and are looking for travel experiences that are responsible towards the environment and local communities.

To reflect their values and meet customers’ expectations, the industry is increasingly tailoring its offerings – including eco-friendly destinations, accommodation and activities – to ensure they have a positive influence on local people, cultures and the environment, allowing discerning travellers to feel good about their choices.

Effectively communicating these responsible opportunities in your content marketing strategy is crucial to providing a deeper connection with travellers who value ethical travel, differentiating your brand in a competitive market and avoiding the appearance of greenwashing.

Why you need sustainable luxury travel content

Studies show that luxury travellers prioritise sustainability when booking their holidays. The WTM Global Travel Report 2024 noted that sustainable travel choices will continue to rise in prominence and influence activity as consumers become more aware of the negative aspects of travel on social, cultural and natural environments, combined with climate change impacts. It added that this might drive the trend of slow travel and that today’s travellers are more interested in sustainability and authenticity, so local cultures and the natural environment are increasingly big draws.

According to Deloitte’s The Future of Luxury Travel report, a Virtuoso survey found that 74% of luxury travellers would be willing to pay more to travel responsibly, especially if it’s clear how the money will be used. This is supported by the World Economic Forum, which quoted Booking.com’s 2023 Sustainable Travel Report findings that three-quarters of people want to make their holiday travel sustainable.

It’s also worth noting that today’s luxury traveller is likely to be younger than seen in recent years. For example, the average passenger in a private jet is now aged just 38 and, according to McKinsey, the prime ages for spending on travel are between 40 and 60, meaning that destinations, airlines and hotels should be focusing on millennials who are replacing the baby boomers.

Understanding what the Millennial and Generation Z demographics are seeking should influence your content marketing, and reports show that across all industries sustainability is a priority for most of them.

The challenge of creating sustainable luxury travel content

Responsible luxury travel brands must effectively communicate their commitment to sustainability to today’s eco-conscious travellers, building trust and loyalty.

For the modern consumer, the perceptions of luxury travel as out-of-reach, glitzy and glamourous is outdated. Today’s high-end travellers are more informed and no longer satisfied with simply indulging in opulence; they want luxury and sustainability, prioritising unique and authentic destinations and experiences that offer a sense of purpose and responsibility.

Successful sustainable luxury travel marketing content must resonate with this audience so that they believe that the environmental impact of their travels will be as low as possible and that they can even help create a positive impact while still enjoying a luxury experience.

Luxury sustainable content strategies

The best way to think about integrating sustainability into your luxury travel content at a strategic level is to think of it as a fantastic opportunity to tell a compelling story.

Today’s luxury travellers value transparency and authenticity, however, so they will want to know exactly how your brand’s sustainability practices are implemented. That means being open about the successes and even challenges of these initiatives. It may involve persuading a customer that some sacrifices are for the best; slower, smaller vehicles with better fuel efficiency or electric options that may need time out of a long journey to recharge. It may even require outlining what can’t be done; for example, luxury five-star resort Soneva has reduced beef dishes across its menus because lowering beef consumption not only has a positive impact on our wellbeing, but also on climate change and animal welfare.

Reassurances that you have met certain standards adds credibility to your sustainability efforts, especially if you are able to display certificates or awards from reputable environmental organisations, such as EarthCheck, EU Ecolabel, LEED, Green Globe and GSTC.

While placing new focus on sustainability calls time on the traditional luxury content marketing technique of emphasising grandeur, it’s possible to establish that something is exclusive without being extravagant.

Harvard Business Review’s examination of positioning a luxury brand as sustainable outlines the importance of authenticity; “it is authentic if it can claim to be the ‘original real thing’ or if it corresponds to a ‘genuine ideal’.” Consumers relate best to the first cue as a measure of sustainability, so it is important to reiterate the ethical practices and historic craft practices that create a timeless product or service, communicating the passion and commitment of the brand’s people to their sustainable mission.

Brands should also balance sustainability messages around both pleasure and comfort, according to research by the University of Surrey, Accor and Booking.com, “highlighting options which are both enjoyable and sustainable, such as scenic train rides… Sustainability messages which focus on comfort or pleasure were found to increase feelings of satisfaction and joy by 145% and 475% respectively.” The research also indicated that guests prefer an empowering approach to sustainability communications rather than feeling dictated to: “By sharing knowledge about local sustainable options, hotels [for example] can position guests as active participants in sustainability efforts.”

Sustainability offers great ways to play to some of luxury travel marketing’s timeless strengths, such as authenticity, heritage and compelling storytelling. Sharing the journey and introducing the local communities and the purpose behind the initiatives will emotionally connect with, and inspire, your audience.

These new approaches help marketers make clear how a particular eco-friendly amenity or service is tailored perfectly to a luxury customer’s unique requirements with a one-of-a-kind, responsible solution created by an expert with a long history of doing so. It also provides the kind of story that consumers like to share.

Making a virtue of necessity can also be worthwhile, with food offering great opportunities in this regard. For example, a locally sourced menu that is more sustainable may also offer the chance to highlight that a destination takes inspiration from the heritage and artistry of the region’s skilled chefs.

Luxury hotel and travel company Belmond’s commitment to sustainability is evident in its property renovations that preserve original beauty while supporting the environment. In Portofino, renovations at its Splendido Mare hotel prioritise local craftsmanship, while Maroma Riviera Maya features a modern spa blending cultural traditions with modern excellence. These unique initiatives provide great storytelling potential for content marketers.

Finally, to broaden your audience, consider collaborating with influencers or bloggers who are passionate about luxury travel and sustainability and can also boost your brand’s credibility.

Sustainability is here to stay

Sustainability will continue to be an important element shaping the luxury travel sector. Brands that can effectively communicate their commitment to eco-friendly practices without compromising on luxury to meet the demands of today’s high net worth travellers position themselves for long-term success.

Luxury travel marketing – like all marketing – is about far more than just documenting what’s on the price tag. Where it rises above the more conventional mass-market approach is by focusing on the details of the overall experience, which plays nicely into the ethics and methodologies around sustainability.

Resources

Sustainable travel choices will continue to rise in prominence and influence activity – WTM Global Travel Report 2024

The Future of Luxury Travel report – Deloitte

Booking.com’s 2023 Sustainable Travel Report findings that three-quarters of people want to make their holiday travel sustainable – World Economic Forum

The prime ages for spending on travel are between 40 and 60 – McKinsey & Company

Luxury five-star resort Soneva has reduced beef dishes across its menus – Lonely Planet

Harvard Business Review’s examination of positioning a luxury brand as sustainable outlines the importance of authenticity – Harvard Business Review

Brands should also balance sustainability messages around both pleasure and comfort – The University of Surrey

Belmond’s commitment to sustainability is evident in its property renovations that preserve original beauty while supporting the environment – Belmond