Tour operators need reliable information 
B. Tour operators need reliable
information As intermediaries between tourists and tourism service
providers, tour operators bring together a variety of tourism-related
services to form a complete holiday package, which is then marketed
to customers either directly or through travel agents. Each package
generally consists of accommodation (often including some food provision),
transport, both to and from the destination, transport within the
destination and events or activities such as excursions and social
activities. Tour operators are not always in direct control of the
environmental and social impacts of those products. Yet, consumers
increasingly expect the tour operators they buy from to ensure that
their products provide not just service quality and value for money,
but also safeguard environmental and social sustainability. Tour operators take an active approach
Since the 1990s some tour operators began to integrate sustainability
practices into their daily work, examples include:
- Internal management, by saving energy and using re-usable and
recycled resources (e.g. office supplies and printed materials).
- Product development and management by planning tours and selecting
holiday package components that minimise environmental, economic
and social impacts.
- Customer relations, by indicating
sustainable offers in catalogues, promoting responsible behaviour
(e.g. code of conduct) and informing about sustainability issues
at their destinations.
- Supporting
community efforts by addressing sustainability issues (e.g. to
local governments) and by financially contributing to conservation
and development projects.
- Giving preference to
eco-labelled suppliers by integrating sustainability principles
(environmental impact assessments, etc.) into the selection criteria
and service agreements of suppliers.
Eco-labelled suppliers create benefits
for tour operators
Working with eco-labelled suppliers can result in a number of benefits
for tour operators:
- Eco-labelled products can be seen as quality+ products. For
many of the certified suppliers environmental quality is the next
step in an ongoing process towards total quality.
- Certification schemes provide the tour operator with an
independent guarantee on the environmental performance of the supplier.
- It pays to go green. From a financial standpoint, improved
sustainability can lower costs through increased operating efficiency
and reduced waste generation.
- A strong positive reputation as a company that cares about
sustainability issues can result in increased customer satisfaction,
strengthened brand value, enhanced publicity and marketing opportunities.
- Good performance and a high-quality, sustainable product
can also help a tour operator reduce the risk of conflict or problems
with governments, local communities, and improve its status as
a respected partner in destinations. This may mean enhanced access
to key business resources such as capital, the ability to develop
products to meet growing market demand, improved relationships
with governments and a motivated and loyal staff.
- Working with
sustainable suppliers and destinations will also guarantee that
over a longer term the tourism product offered remains attractive
as such a clean environment, which is of high value to most tourists.
Tour operators are ready to promote
eco-labelled products
Based on a survey conducted by ECEAT in 2002 approximately 65% out
of 150 European tour operators surveyed are interested in promoting
eco-labelled products by marking them as “green” in their
catalogues. In reality, however, only 5% do so. There are several
reasons:
- Most tour operators are not aware that they already collaborate
with certified hotels. Only 10% of the eco-labelled accommodation
businesses that co-operate with tour operators had actively informed
their partners about their certificate.
- There is still an enormous lack of eco-labelled products
in most of the European destinations, especially in Southern
and Central Europe.
- Tour operators perceive a lack of clarity
and transparency within the certification schemes for sustainable
tourism. They feel there are too many labels, which are difficult
to compare. They are looking for one broadly accepted label or
standard that is recognised all over Europe or even at a global
level.
- Tour operators need easy access to reliable “green” products,
but most tour operators do not know how to find them. They
perceive a lack of information and overview.
- Often tour operators lack capacity
in order to invest in “greening” their
tourism product.
Corporate initiatives Although each company has its own responsibility to
address the challenges of sustainability, sectoral approaches
and corporate initiatives can effectively complement individual companies’ efforts,
and create synergies throughout the industry.
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Tour Operators’ Initiative for
Sustainable Tourism Development
The Tour Operators’ Initiative for Sustainable Tourism Development
is a voluntary and non-profit initiative, open to all tour operators
worldwide. The 22 members commit themselves to work together through
common activities to promote and disseminate methods and practices
compatible with sustainable development. Their report Sustainable
Tourism, The Tour Operators’ Contribution is available at:
www.toinitiative.org |
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forum anders reisen
The forum anders reisen (far) is an umbrella association of about
80 small and medium sized German tour operators and travel agencies.
They are committed to high environmental and social standards.
They have also joined forces in order to promote their sustainable
packages jointly to the larger public. far plays an active role
in the new “atmosfair” initiative (carbon offset
fund).
www.forum-anders-reisen.de |
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ANVR, Dutch tour operator association
The Netherlands Association of ANVR tour operators is implementing
an Integrated Responsible Tourism Programme. The programme is
obligatory for all of its 200 members. It includes an action
package with steps tour operators need to take: internal management
and involvement of staff, purchasing and contract management
to the provision of transport, excursions and entertainment in
the destination.
www.anvr.nl
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Conclusion: the lack of a “green
corner” The potential demand of consumers and the interest
and commitment of tour operators should encourage eco-labels to collaborate.
Most certificates offer the added value that tourists demand. The
European tourism “supermarket” needs a visible, attractive “green
corner” which can develop from a small niche market to the
mainstream, thereby moving tourism towards more sustainability.
This is the joint challenge for the VISIT initiative in co-operation
with all stakeholders involved.
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