july/august 2024
USTOA Puts Responsible Tourism Front and Center
By Paloma Villaverde de Rico
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spoke with Molly Laycob, USTOA’s Global Social Impact Manager, to get the pulse on what the
United States Tour Operators Association (USTOA)
is doing to put (and keep) the focus on responsible and sustainable tourism.
USTOA offers a myriad of ways for its Active and Associate Members to be a guiding light when it comes to responsible and sustainable tourism. In fact, a 2023 survey conducted by USTOA revealed that more than half (55 percent) of its tour operator Active Members have a formal, documented sustainability strategy, and more than a third (39 percent) of USTOA tour operators have an informal (not yet documented) strategy. That same survey revealed that nine out of 10 (92 percent) of USTOA Active Members take into account a potential vendor’s approach to sustainability and social impact when making a decision.
This is important because, as Laycob notes, “more and more travelers are looking to make their trips more sustainable.â€
USTOA’s sustainability efforts include the
SIR (Sustainability Is Responsibility) Resources Hub
; the annual
SIR Summit
; the
Journey to Responsible Travel Library
and the
SIR Education Series
.
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Laycob tells Recommend that sustainability efforts are constantly evolving and as such, “we are always looking for ways to expand the
SIR Resources Hub
. Recently, we launched the
USTOA Hotel Sustainability Guidelines for Tour Operators
, where members can find a variety of pathways to consider while booking hotels for travelers and employees. This guide encompasses options that allow members to pick what is best for their organizations’ needs while also providing examples of hotel sustainability criteria if they are looking to conduct an audit themselves.â€
She adds, “On Earth Day, we launched an external resources webpage, called ‘A Journey to Responsible Travel Library,’ which is a compilation of best practices, plans, templates and more, compiled by USTOA members along their sustainability and DEI journeys. These shared documents allow USTOA members to support and learn from one another. The webpage is divided into 17 user-friendly focus area categories.â€
Regarding the
SIR Summit
, it was designed, says Laycob, “to bring together sustainability champions within our industry while also showcasing a destination where real sustainable innovation is taking place, giving attendees first-hand experiences and knowledge to consider for their organizations. [It] has created an opportunity for attendees to engage and collaborate with fellow sustainability staff members within the travel and tourism space who find themselves facing similar obstacles.â€
The most recent
SIR Summit
, which took place earlier this year in Singapore over the course of four days, featured forums for discussions and idea sharing on a variety of topics including partnerships, goal setting, strategies and more. Attendees participated in engaging breakout sessions and had the opportunity to visit several local sites that practice and promote sustainable acts. The focus areas of the SIR 3.0 in Singapore, says Laycob, were 1) creating a business case for sustainability; 2) the value of certifications for tour operators and the supply chain; 3) the importance of collaboration and partnerships; and 4) utilizing impact measurement and reporting.
The Role of Travel Advisors
When asked how travel advisors can converse about sustainable and responsible tourism with their clients, Laycob says, “It’s important for the travel advisor to make the client aware of all of the ways that they can reduce their carbon footprint on the trip, whether it be through opportunities that the tour operator is providing or things to keep in mind while traveling solo. The less research the customer has to do to ensure their trip is responsible, the better, and advisors can be a huge resource for this.â€
She points to several topics to discuss with travelers as they plan their trip:
• Transparency in terms of where/how their dollars are being spent
• Educational opportunities throughout the trip to help understand challenges the local communities are facing and how the destination and/or tour operator is addressing them
• Public transportation that is easy to navigate
• Fresh/local food at nearby restaurants
• Emphasis on local/family-owned businesses
• Minimal disruption to daily life for locals (destination stewardship)
• If there are any carbon offsetting opportunities available and/or ways to lessen the footprint via taking a train instead of a plane, etc.
“USTOA’s array of sustainability resources are available for travel advisors to help keep them informed while working with their clients,†says Laycob. “USTOA will continue to keep the advisor community educated about its efforts, so they are aware of how the tour operators they work with are making strides in responsible tourism practices.â€
Contact Information
USTOA:
ustoa.com
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Table of Contents
SANDALS
SANDALS SPREAD
Editor's Notes
EDU HOUSE AD
Advisor Speak: Making Waves in Cruise Sales
Industry Insights: USTOA puts Responsible Tourism Front and Center
Caribbean/Mexico: Island Hopping—Caribbean Update
Mexico: Good Vibrations—Eco-Friendly Vacays in Mexico
CAYMANS ISLANDS SC
CAYMAN ISLANDS
INCLUSIVE COLLECTION SC
INCLUSIVE COLLECTION AD
INCLUSIVE COLLECTION SPREAD
PALLADIUM SPREAD
Onsite Review: Grand Palladium Punta Cana—Four Resorts in One
Cruise: All-Around Wellness—For the Planet and Your Clients
Oceania’s Marina is Back in Service
OCEANIA SC
OCEANIA CRUISES
Onboard Review: Disney Lookout Cay at Lighthouse Point
North America: Two Las Vegas Giants Put Focus on Healthy Future
MGM SC
MGM RESORTS
Onsite Review: Disney Magic Meets the Bayou
TURKISH AIRLINES
