20th December 2023
As often stated, you can’t manage what you can’t measure, it is time travel companies look at a cohesive way of following up, evaluating, and reporting on their sustainable operations.
This approach ensures travel companies are in control of their journey and can share the same with existing buyers and potential ones, too.
The issue arises when the initiative taken to contribute to sustainability or the environmental cause doesn’t reflect in what is being claimed i.e. it doesn’t resonate with what the company is stating or may be not matching with what the core competency is, essentially there is ambiguity.
“Tell the right story and tell it consistently, via an omni-channel experience,” recommends Andy Choi, Do Good Points. Choi says if done correctly, it does result in a financial gain, too.
Choi said a brand doesn’t need to accomplish an objective overnight.
Right from brand perception to what is being claimed, there has to be a detailed introspection. “Customers want to see a journey and it is key to involve them in this journey,” said Choi. No doubt when consumers are saying they are concerned and it impacts a business, it is clear that action has to be taken since it affects the bottomline. Also, assuming that brands genuinely care, a gap has to be filled.
Some recommendations:
- Focus on local marketing impact, evaluate the core product, explain why a cause is being delved into and focus on the marketing of the initiative.
- An organization can also look at different causes at the same time, say climate action or animal welfare, according to Choi, who added that companies can look at low-tech solutions to support the same.
- Another area of consideration is to build an identity around the cause that is being supported, said Choi. Tell the story, the impact and involve the customer. “If it is not greenwashing, then there tends to be a foundation, a story, facts…behind the initiative. Share it,” said Choi.
- How to get associated with relevant organizations in a local market?
- Run the “earn and burn” cycle of your loyalty initiative in a way that a member has options to use loyalty currency for a cause they wish to support. “Authenticity is the key to this,” said Choi, who said it is necessary to have buy-in from the relevant departments and build on this over time.
By Ritesh Gupta, Ai Events
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