TUI UK and Ireland’s commitment to sustainable tourism was recognised at the World Responsible Tourism Awards this week as the leading travel company won the Best for Communicating Responsible Tourism category.
The accolade acknowledges a communications campaign devised and delivered by TUI UK and Ireland’s sustainability team to raise consumer awareness and promote better understanding and advocacy for responsible tourism issues. The ‘Better Holidays, Better World’ campaign ran across all TUI UK owned marketing channels over the last year, reaching 4.5m holiday makers, and created a frame-work for on-going communications, which is now also being used in TUI’s other main European markets.
“We are delighted to receive this prestigious award. We take promoting responsible tourism very seriously and believe that while we’re helping customers have their perfect holiday, we can also help build a more sustainable future for everyone by engaging customers on such an important topic. The campaign captured attention with compelling content including stunning imagery, engaging video and real stories bringing to life the consumer benefits of our sustainably-certified hotels, TUI Collection excursions and carbon-efficient airline, as well as the powerful work our independent charity, the TUI Care Foundation, does in destinations around the world,” said Jane Ashton, TUI Group Director of Sustainable Development.
As well as touching customers directly via a broad spectrum of media channels from blogs to social media and in-flight magazines, the campaign also sought to engage TUI staff and create enhanced appreciation and support across the business. E-learning modules were created, ‘lunch and learn’ sessions held and a system for regular company-wide updates established. In addition, marketing guidelines were developed to ensure all marketing and customer experience teams executed clear plans for their channels, aided by the sustainability team.
Jane Ashton explains: “Customers expect the companies they book their holidays with to demonstrate responsibility towards the destinations they operate in. Our recent customer research shows that 67% of holiday makers like to buy from companies which make positive change in the world, and that figure’s only set to increase. They also want companies to show them exactly what they are doing to support such change. This Better World, Better Holidays’ campaign did just that – showcasing how we use tourism as a force for good, whilst promoting the overall importance of responsible travel. It also enabled us to harness support internally and create a way of communicating for the long term. Our work in sustainability is now an integrated part of our marketing strategy. Responsible tourism is no longer ‘niche’ and the way we communicate about it should also be part of the mainstream.”
TUI launched its’ Better World, Better Holidays strategy in 2015 outlining ambitions and commitments in sustainability. Three years on and the business has delivered more than 20 million ‘greener and fairer’ holidays1, accomplished 5.5% reduction in CO2 emissions per passenger night in Cruise operations and TUI UK Airlines is the world’s most carbon efficient airline according to independent data.