Leading the way: How travel advisors can shape a greener future

As the world celebrates Earth Day, the travel industry finds itself at a pivotal moment—one where the need for sustainable practices has never been more urgent, and the opportunity for positive impact has never been greater. 

We believe independent travel advisors have a unique and powerful role to play in shaping the future of responsible tourism. You’re not just booking trips—you’re influencing where people go, how they get there, and what kind of footprint they leave behind. Every choice you make has the potential to create a ripple effect that reaches far beyond the itinerary. 

From the suppliers you choose to the conversations you start with clients, your voice is key in leading the shift toward more sustainable travel. Here’s how travel advisors like you can take the lead in building a greener, more conscious travel industry—one booking at a time. 

1. Recommend eco-certified accommodations

Suggesting properties with reputable sustainability certifications—like EarthCheck, Green Globe, or those aligned with Virtuoso’s sustainability standards—is a simple yet powerful way to reduce a trip’s environmental impact. These hotels go beyond surface-level initiatives and often have deep commitments to renewable energy, waste reduction, and community development. 

Hot Tip: Keep a shortlist of certified properties ready for clients who want to “travel better”—and don’t forget to spotlight these in your social media and proposals. 

2. Support local experiences

Encourage your clients to skip the global chains and embrace locally owned restaurants, artisan shops, and community-run tours. This helps keep money in the destination, supports local jobs, and fosters more authentic experiences. 

Hot Tip: Create a “local-first” guide as part of your itinerary package—include cafes, co-ops, and markets that align with sustainable travel values. 

3. Encourage lower-impact flight options

Flights can be one of the biggest contributors to a trip’s carbon footprint. Help clients choose nonstop routes, fly with airlines offering carbon offset programs, and educate them on the benefits of traveling light. 

Hot Tip: Use tools that show emission estimates to help clients make greener choices at the booking stage. 

4. Recommend sustainable tour operators & suppliers

Not all travel experiences are created equal. By working with eco-conscious tour operators you can offer your clients enriching, responsible options that give back to local environments and people. 

Hot Tip: Use supplier spotlights on your social media accounts to highlight what makes these companies sustainable and why they’re part of your preferred list. 

5. Educate clients on packing and purchasing responsibly

Many travelers are open to making more sustainable choices—they just need the guidance. Recommend reef-safe sunscreen, reusable water bottles, and low-waste toiletries. Encourage them to shop smart and avoid over-touristed attractions or mass-produced souvenirs. 

Hot Tip: Include a sustainable travel checklist in your welcome packet or post-booking email. It’s a value-add that shows your commitment and sets you apart. 

6. Offer carbon offset options

More and more clients want to “balance out” their impact. Whether through a small add-on fee at booking or a post-trip suggestion, offering carbon offset programs is an excellent way to deepen the sustainability conversation. 

Hot Tip: Recommend trusted offset partners like MyClimate, Sustainable Travel International, or suppliers who already include carbon mitigation in their business model. 

7. Start the conversation—It matters

Sometimes the most powerful thing you can do is simply ask: “Is sustainability important to you when you travel?” It opens the door to meaningful discussions and allows you to tailor recommendations in a way that aligns with your clients’ values. 

Hot Tip: Even if the answer is “I hadn’t thought about it,” you’ve planted the seed—and that’s where change begins. 

 

A collective commitment

We’re proud to support advisors who want to build businesses with purpose. Through our supplier partnerships, advisor training, and collaborative community, we’re committed to helping you take real steps toward sustainability—while still delivering exceptional value to your clients. 

This Earth Day, we invite you to lead with intention. Because shaping a greener future starts with one decision, one conversation, and one advisor at a time.