The boss of Loveholidays says sustainability is not a current priority for the company, citing regular surveys which suggest the issue is “not very important” for consumers.
Chief executive Donat Retif said the OTA did not push sustainable choices or focus on the sustainability of products because its customers “don’t really care” about the issue when it comes to booking a holiday.
His comments came despite other major operators insisting the onus remained on them and other suppliers to drive sustainability improvements across the industry.
Retif pointed to a regular survey to ask if sustainability was important to customers and if they would pay more for sustainable holidays.
“Usually it comes 20th out of 36 criteria [in importance] and when we ask ‘are you willing to pay £1 extra’ it comes 36th. Nobody’s ready to commit to that,” he said.
He added: “I think we also need, because we’re a marketplace and we’re bringing suppliers and customers together, to make sure we don’t overemphasise something that – I know is not very politically correct to say – but that my customers don’t really care about.”
As a result, the company was not pushing customers “one way or the other” in their booking preferences. “We always let the consumer choose,” he said.
Retif said the OTA offered filters for clients who believe sustainability is an important consideration when booking an airline or hotel “so they have the content and the information for them to make the selection”.
But when challenged whether the company’s low priority of sustainability issues could be seen as a “cop-out”, he said a “clear roadmap” would be a way to bring change in the sector.
He said: “It’s a long debate…Yes, it’s important, we have to make the right decisions. … talking about it, if it makes you feel better, is one thing, but having a clear roadmap and clear plans to make things happen is a better thing.
“At Loveholidays, we are simple, we are humble. We fly under the radar, no pun intended. We just focus on what matters, and today, it [sustainability] is not something that’s very important.”
In contrast, the leaders of Jet2holidays and easyJet holidays agreed the responsibility for making travel more sustainable lay with them.
Jet2.com and Jet2holidays chief executive Steve Heapy said: “We take it very seriously. It’s not top of the list for many customers but I think it is increasing in the consideration list. And it will probably become more important. So it’s something we’re very focused on. We’ve got a big sustainability team.”
He added: “Most of the onus is on airlines to decarbonise. Unfortunately the majority of the work is with us.”
But he also stressed: “Donat’s business is a different one. At some stage you [Donat] will have to report on Scope 3 emissions, which is supply chain emissions. We are given carbon intensity reduction targets and I will be measured on those and independently audited.”
EasyJet holidays chief executive Garry Wilson said: “Sustainability has been very important to me for a long time. I think it’s our responsibility, not the customer’s responsibility.”
Wilson said the tour operator also had a responsibility to use best practice, such as working with hotels it uses on how staff are paid or how they use their profits to benefit the local community.
“No-one wants to go to destinations where people don’t want you and it feels like it’s falling apart,” he said.
More: Register your interest in attending Travel Weekly’s Sustainability Summit in London on Thursday, November 21.