Friday, December 8, 2023
The United States Tour Operators Association (USTOA) conducted a survey revealing that 55% of its tour operator Active Members have a formal, documented sustainability strategy, underscoring its significance in the dynamic industry focused on adopting sustainable practices. Another 39% of USTOA tour operators have an informal strategy that is not yet documented.
Terry Dale, the President & CEO of USTOA, emphasized the crucial role of sustainability in travel, noting the responsibility of tour operators to adapt to the evolving global environment. He expressed pride in the positive changes made by members over the past year, particularly the reduction in Active Members with no formal policy from 14% to 6% compared to 2022.
The primary motivations for adopting a sustainability strategy were identified as “corporate values and culture,” followed by a positive response to global issues, and considerations of public relations and brand image.
Survey results, unveiled at the 2023 USTOA Annual Conference and Marketplace, highlighted that 92% of USTOA Active Members take a vendor’s sustainability approach into account when making decisions. Additionally, 33% of USTOA tour operator members consider sustainability “important” or “very important” to their customers, with 49% deeming it “somewhat important.”
In terms of marketing, 45% of USTOA tour operators currently incorporate sustainability messaging in consumer-facing materials, while 37% plan to do so in 2024-2025.
USTOA has demonstrated its commitment to sustainability through various initiatives, such as hiring a global social impact manager, establishing a sustainability community, and introducing a Sustainability Policy. The organization is actively promoting responsible travel through the USTOA Responsible Travel Promise.
Looking ahead, USTOA plans to expand its focus on sustainable and responsible travel, hosting the Sustainability is Responsibility Summit (SIR 3.0) in Singapore from May 18-21, 2024. The summit aims to address sustainability goals in the industry and establish best practices for USTOA members.
The survey also explored Diversity, Equity, and Inclusion (DEI) policies within member organizations. Approximately three-fourths of members have policies related to race and ethnicity (76%), LGBTQ+ (76%), and gender (71%). Notably, policies for LGBTQ+ saw growth from 69% to 76% compared to the previous year. Furthermore, 35% of USTOA member organizations currently use DEI messaging in sales/marketing, with 18% planning to incorporate it in 2024-2025. The survey, conducted between October 5 and November 6, 2023, achieved a high participation rate of 94%.
Saturday, April 27, 2024
