Comment: How putting the hard work into sustainability pays off

What makes a holiday memorable?

It’s the end of peak season and friends and family are home with tales of their holidays. The weather gets top mention, then food, hotels and excursions. Thankfully there is hardly a
word of sickness or danger.

Mostly, people talk about a holiday being over too quickly and needing another, and that is how it should be. Destinations that are thriving, environments that are pleasing and local culture that is enjoyable make for memorable holidays. But it doesn’t happen
by chance.

At the Abta destinations and sustainability department it’s our job to demystify the jargon around ‘sustainability’ and advise members on how more sustainable choices can improve their bottom line. Just think what a holiday might be like without the things that make it special – tensions between tourists and locals, power cuts at a client’s five-star hotel? It wouldn’t be an easy sell. Most people think someone else is looking after such issues.

Our department works with destination governments on issues such as health and safety. The industry has made tremendous headway in just a few years.

We haven’t been very good at explaining sustainability, perhaps because talking about health and safety can make you feel like an unwanted guest at dinner. Yet it’s difficult to run a successful agency, tour operation or hotel without managing health and safety, customer service and satisfaction and these all contribute to making a business sustainable.

Make a difference

Abta has found a direct correlation between hotels and operators with high rates of customer satisfaction and those managing green issues. Not only are utilities carefully managed in such companies, but staff appear to be happier and customers have better experiences.

Crises are a key aspect of what the destinations and sustainability team deals with. What has that to do with sustainability? When Hurricane Tomas hit Saint Lucia last year it led to a shortage of fresh water – and try running a five-star operation when cutlery and crockery can’t be washed.

Sustainability does not simply apply overseas, but is important closer to home We discovered many businesses are making the right sustainable choices – some of them unwittingly. Their actions do not only improve business prospects, but save money. For example, many are turning down thermostats or turning computers off when not in use.

So when you buy a sandwich at lunchtime, think what has gone on behind the scenes to produce it. Then think about those holiday memories and all the ingredients required to ensure you and your clients keep having great experiences.