In 2023, Internova Travel Group launched Internova Green Circle, a sustainability initiative meant to demonstrate its commitment to environmentally friendly practices that protect Earth's finite resources.
During its second year in action, Internova Green Circle contributed to carbon sequestration projects, forged partnerships with other eco-conscious travel providers and created educational programming for its travel agency brands and travel advisors. The latter step is aimed at arming advisors with the information they need to help their clients make responsible travel choices.
Our Analysis: Initiatives Like These Prepare Travel Advisors for Sustainability-Minded Clients
Travel advisors stand on the frontlines of the battle for sustainable travel — if they don't know what eco-conscious travel looks like, how can they sell it? Internova's efforts to educate advisors is commendable and should be replicated so that more industry players can spread the word.
Additionally, the advisors who get on the sustainable travel wave may very well find themselves in a favorable business position. In a recent World Travel & Tourism Council (WTTC) report, the data demonstrates what the WTTC calls the "say-do" gap: people say they are concerned about the climate crisis, but what they do doesn't reflect their worry, and this may very well be because they don’t know what to do.
Twenty percent of respondents were dubbed "Hopeful Warriors," or people most willing to think about sustainability before buying something. But they will need guidance, which is where travel advisors well-versed in responsible travel options become critical.
What They Are Saying: There's More Work Ahead in the Path to Traveling Sustainably
“We know it’s an ongoing process, but we’re proud of the steps we’ve taken to fight climate change,” said Ka-Wai Siu, Internova’s vice president, compliance and environmental, social and governance. “We strive to provide our clients with travel experiences that take into account sustainability, to ensure that communities thrive and to help preserve the planet’s natural wonders for generations to come. We want to serve as an industry leader in this vital area, creating a ripple effect throughout the travel sector.”
