Pandemic and sustainable tourism: why and how to make your organization evolve in 5 steps

Reconciling the economic interests of a tourism organization with the social and environmental interests of its community in a long-term vision is what is called “strategic sustainable tourism”. What if it was just what you needed to respond to the many challenges exacerbated by the pandemic? Here is an overview of the trends observed and tips for starting a 5-step sustainability journey within your organization.

Issues and trends

According to a recent World Travel & Tourism Council report, 58% of consumers care more about the environment now than before the pandemic, and 73% pay attention to the actions of companies in this area. So, your customers may not always express it directly, but they are increasingly concerned about harmful practices, and they expect much greater commitments from you than... recycling.

In addition, the health crisis has revealed how fragile our system is and other crises related to climate change will occur. In recent months, tourism organizations, which are already vulnerable due to challenges that have long been observed, have faced enormous urgent challenges. In order to develop their resilience, they must have a long-term vision; this is essential.

The links between these issues and sustainability are numerous. Recent research and articles confirm that the shift has already begun among both consumers and tourism operators. They are agile and creative (see table below).

Portrait of the challenges and trends in strategic sustainable tourism

An example: Educating consumers to adopt eco-responsible practices helps to reduce costs. Les Nomad Hotels benefit their customers directly from it.

Where do you start?

At present, making your activities more sustainable may not be an obligation, but it certainly presents great opportunities as shown in the previous table: reducing your raw material and energy costs, retaining your customers and employees, improving your relationships and your reputation in your community, etc.Some actions are quite easy to carry out and do not require significant financial investments. Here are a few quick tips to get you started.

The example of a fictional restaurant will be used to illustrate the steps, because many accommodations and attractions will also be recognized there.

1- Analyze strengths, weaknesses, opportunities and threats (FFOM)

This exercise allows you to see more clearly.

First, you need to list the strengths and weaknesses that are specific to your organization. Figure out what you're already doing well and may be a strategic advantage, but also what you need to improve on. Also think about the obstacles to action for your weaknesses. In terms of opportunities and threats, they come from the context in which you operate. Include in your thinking the social and environmental impacts of your activities as well as the issues exacerbated by the pandemic.

In terms of best practices, the evaluation criteria of environmental certification bodies specific to tourism are good sources of information. Consult the directory Ecolabel index to find them.

Example of a fictional restaurant

2- Choose the issues you want to act on

To approach the sustainability of your activities in a strategic way, choose social and environmental issues that affect you directly or indirectly. You will create benefits for yourself, your customers, and your community. According to the text by Porter and Kramer (2007), the issues can be classified into the following three categories:

● Generic issues: little impact.
● Issues related to the organization's activities: direct impact.
● Issues related to the business environment: indirect impact.

Example of a fictional restaurant

3- Generate ideas and evaluate them

Use the results of the two previous exercises to get into brainstorming mode. Involve your employees in the process: they can bring an interesting perspective to this exercise as well as the previous one.

Taking into account your priorities and context, categorize ideas. The matrix of benefits (or impacts) in relation to feasibility, i.e. the effort required (in time and money) is a good tool. Think about the impact on your business and the benefits for your community. Prioritize high-impact projects that are easy to carry out.

Example of a fictional restaurant

4- Develop an action plan

Next, develop your action plan, which should include the following elements for each project:

● the person in charge (s);
● the tasks to be completed and the deliverables;
● a schedule;
● measurable performance indicators

Appointing a manager or creating a committee will allow you to delegate certain tasks. However, the support and involvement of managers or owners are essential to the success of any approach.

In order to promote mobilization, it is recommended to complete at least one project within one month, another after three months and a larger one after one year.

5- Communicate

For your sustainability approach to bear fruit (e.g. improving your reputation locally, attracting new customers, etc.), you need to make it known, including your real progress. However, it is essential to remain humble and transparent, to avoid your initiatives being perceived as greenwashing.

A concrete example

The caterer With Plaisirs has been concerned about its environmental impact since its foundation in 2001.Thanks to a step-by-step approach, the company has increased its commitment to citizenship and responsible management every year. Since choosing to offer only organic coffee, the process has progressed to include compensation with Planetair of its GHG emissions associated with delivery, as well as the replacement of traditional lunch boxes with new ones that are fully recyclable and compostable. This approach made it possible to overcome the reluctance of employees. For managers, the additional costs of some projects are offset by tangible benefits: new loyal customers and additional visibility. Read pages 21 to 25 of thecorporate social responsibility case study.

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To go further on the subject, here is a selection of our articles:
3 strategies to raise awareness of your sustainable practices and offersToday's travelers are looking for sustainable deals, but often lack information. Here are 3 strategies: adopt a clear positioning, package the offer and obtain certification.

The climate is changing, and you?
Adoption of new business models, diversification of supply and support for innovation... so many inspiring strategies to deal with the new realities associated with climate change.

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Article written in collaboration with Acadia experience.‍