Ben Duhig’s Post

Whoop whoop!!!

Business Travel is set to surpass Pre-Pandemic levels in 2024… Does that surprise you?? 2024 will see over $1.5t spent on business travel. That’s 6.2% more than in 2019. (That’s hundreds of thousands more sprints to the gate to make sure you don’t miss your connection). It seems business leaders have decided face-to-face is not just good for business - it’s essential. What’s your view? Does business need that face-to-face touch? Or is it best done virtually?

The World Travel & Tourism Council have just launched their new platform ‘Together In Travel’ - and I love it! It has one aim: Support the SMEs that make the industry what it is… SMEs make up 80% of the industry and the WTTC wants to make sure those voices are heard. It’s a subscription platform that helps SMEs by: ‘Facilitating meaningful connections, providing valuable insights, and offering tailored learning programs to help them thrive in a competitive market’. And right now… It’s FREE. SMEs in the space, sign up - this industry is better together. P.s. This isn’t sponsored by the WTTC! I just think it’s a good step in the right direction :)

7 Habits of Responsible, Ethical, and Sustainable Travel Companies 1. Community Engagement    Actively collaborating with local communities to ensure that tourism benefits them directly, fostering economic growth and cultural exchange. 2. Eco-friendly Operations    Implementing green practices in every aspect of their business, from waste management to energy consumption, aiming to minimise their carbon footprint.    3. Education and Awareness    Developing initiatives to educate travellers about the local environment and culture, promoting responsible behaviour during their visits.    4. Fair Employment Practices    Ensuring that their employees, including those in host destinations, are offered fair wages and safe working conditions.    5. Transparent Supply Chains    Collaborating exclusively with suppliers who adhere to ethical and sustainable practices, thereby promoting a responsible tourism industry.    6. Conservation Initiatives    Engaging in projects that aim to protect and preserve the natural habitats and wildlife in the areas they operate.    7. Continuous Improvement    Regularly reviewing and updating their policies and practices to incorporate the latest in sustainable and ethical advancements, striving for a better impact with each step. What would you add?

2022: Sustainable tourism market value = £2.6 trillion 2032 projection: A staggering £9.1 trillion Why the seismic shift? Today's travellers aren't just tourists. They're global citizens. They're swapping bucket lists for impact assessments. They're asking: "What's my footprint?" The RES revolution is here, and it's demanding: 1. Environmental stewardship 2. Cultural respect 3. Equitable economic impact But here's the kicker – it's not just about feeling good. It's about future-proofing travel businesses. Consider this: - 76% of travellers want to reduce their environmental impact - 68% would pay more for sustainable options - 55% actively seek out eco-friendly accommodations Big travel business needs to ask: - Are you merely greenwashing, or genuinely green-growing? - How are you measuring and minimising your environmental impact? - Are local communities truly benefiting from your presence? Remember: In this new era, profit and purpose aren't mutually exclusive. They're inextricably linked.

The 4 Major Forces driving the Responsible, Ethical, Sustainable Travel growth… 1. The Conscious Traveller Awakens • 83% say sustainable travel is vital (Booking.com) • Post-pandemic surge in eco-conscious choices • Demand for real impact, not greenwashing 2. Nature's Ultimatum • Travel = 8% of global carbon emissions • Science-Based Targets? Most businesses aren't even close • Ecosystems screaming for relief 3. From Tourist to Changemaker • Observation is out. Contribution is in. • The Bahamas' local-first approach? Brilliant. • Ethical engagement: Your new USP 4. Tech: The Game-Changer • Sustainability at your fingertips • Blockchain bringing transparency to carbon offsetting • AI slashing environmental impact Yet, the problem persists… Only 20% of travel businesses are working towards science-based targets (WTTC). The gap is glaring. The opportunity? Enormous. For UK tourism players, it's crunch time: - Innovate or stagnate - Adapt or be left behind - Lead the change or follow the crowd Remember: Tomorrow's travellers won't just book trips. They'll invest in experiences that align with their values. Change is here and it’s exciting to watch :)

Responsible, Ethical, and Sustainable (RES) strategies aren't just good PR—they're business imperatives. Yet, the biggest hurdle? It's often not external; it's the resistance within organisations themselves. The Challenge: Organisational inertia, especially in larger firms, can be a silent killer of sustainability initiatives. It's the "we've always done it this way" mentality that's holding back progress. How do we solve this: 1. Leadership Buy-In: This isn't about lip service. It's about CEOs and board members living and breathing RES principles. If the top brass isn't all in, why should anyone else be? 2. Embed, Don't Append: RES isn't a side project. It needs to be woven into your company's DNA. Every decision, from supply chain to marketing, should pass the RES litmus test. 3. Measure What Matters: "What gets measured gets done." It's cliché because it's true. Introduce RES-focused KPIs. Make sustainability performance as crucial as financial metrics. Watch how quickly priorities shift when bonuses depend on it. The Roadmap: - Conduct a RES audit: Where are you now? Where do you need to be? - Develop clear, measurable RES goals - Integrate RES KPIs into performance reviews at all levels - Provide comprehensive training—from the boardroom to the frontline - Celebrate RES wins as loudly as you do financial ones This isn't easy. It's a fundamental shift in how you operate. But those who master this will lead the £9.1 trillion RES travel market we've discussed before. Those who don't? They'll be footnotes in industry reports. We got much deeper into this and the rise of RES travel in our new Whitepaper being launched later this month… Drop ‘RES’ in the comments if you want to receive it first 👇

Welcome to Q4 - The time you REALLY want to nail your customer acquisition… Here’s what I would be doing as a CMO for an expanding travel brand 👇 Look beyond digital. Digital-only strategies are leaving money on the table. Here's why: 1. Consumer attention is fragmented 2. Trust in traditional channels remains strong 3. Experiential marketing creates lasting impressions 4. Unexpected touchpoints cut through the noise The numbers don't lie: - Omnichannel campaigns see 287% higher purchase rates than single-channel efforts - 72% of consumers prefer an integrated marketing approach It's not about being everywhere. It's about creating a seamless journey from inspiration to booking. Think: A day in your customer's life. Morning: Targeted radio ad during the commute Afternoon: Personalised direct mail piece lands on their desk Evening: Retargeted social media ad while browsing Each touchpoint builds on the last, telling a cohesive story. Brands nailing this consistently outperform competitors. They're not just selling a product – they're crafting an experience. As Q4 approaches, challenge your strategy: 1. Which channels are you overlooking? 2. How can you bridge the gap between online and offline? 3. What unexpected placements might resonate with your audience? (Coffee cup ads, anyone?) Remember: In a world of digital noise, sometimes it's the tangible that leaves a lasting impact.

Marketing tip: Actually speak to customers. Real, one-to-one customer research. Why? Because sometimes the answer lies in the detail. Deep, nuanced insights that can’t be gathered on a survey or form… Searching for new ideas for your next campaign? Get out there and start conversations.

‘Consumers will always choose cheaper travel options. Even if they’re not sustainable.’ That’s not what the data says… Booking.com has done the research… 74% of people believe we need to make more sustainable choices NOW. (Up from 66% in 2022) 80% of these people say travelling sustainably is important to them… (In India this is almost 100%). The consumer tide is changing and soon the money will follow… The need for travel and tourism companies to prioritise sustainability is now. This is no longer a nice to have for people and planet. It’s a must have part of any future-proofed business strategy. It’s that simple.