Green Travel Transformation sets a new course

Industry-wide labelling for sustainably certified hotels

With the development of an industry-wide label for sustainably certified hotels in the Futouris Green Travel Transformation project, the tourism industry has taken a decisive step forward in terms of sustainability. An important milestone was already reached in autumn 2017 with the introduction of the new label in the “Bistro Portal” advice and offer comparison system and in the first travel catalogues. The results of the travel agency evaluation were presented at today's closing conference. A key finding: over 60% of respondents stated that sustainability can serve as a quality argument when selling travel, and customers respond positively.

Studies such as the F.U.R. Travel Analysis and a representative population survey conducted by Leuphana University as part of the project had previously shown that up to 71% of German travellers are very interested in sustainable travel offers, but only 33% have taken sustainability aspects into account when booking, as the relevant information was often not available. The new uniform labelling will change this fundamentally.

"By developing a uniform label for sustainably certified travel products, we have given the industry the necessary impetus for sustainability. And the positive response to this project shows that it was time to take this step,‘ says Prof. Dr. Harald Zeiss, Chairman of Futouris e.V. ’The project started with the ‘hotel’ travel component, which is one of, if not the most important selection criterion for customers when booking. In future, other travel services will also be labelled. The first step has been taken.

Uniform labelling of sustainable hotels now also at FTI

After Thomas Cook became the first tour operator to include the logo in the 2018 summer catalogues of the Neckermann Reisen, Thomas Cook Signature, Thomas Cook Signature Finest Selection and Öger Tours brands, FTI is now following suit for the 2018/19 winter season. "We firmly believe in the relevance of sustainability for customers. By integrating the standardised labelling of sustainable hotels in the catalogue and in the booking systems, we are simplifying the search for travel agents and customers and facilitating faster booking decisions thanks to simplified recognition," says Ralph Schiller, Managing Director of the FTI Group. This effect is also confirmed by ÖGER TOURS Managing Director Songül Goktas-Rosati: ‘The initial reactions to the new feature in our catalogues have been very positive from our customers and travel agencies. The standardised certification creates trust, provides quick orientation and thus helps customers who are interested in sustainability to make decisions.’

Targeted customer advice in travel agencies through labelling

Lufthansa City Center and DER Touristik's travel agency sales division (DER Reisebüro, Derpart and the member agencies of DTPS) have been using the labelling system in their travel agencies since autumn 2017 as part of a pilot test, thereby highlighting sustainable hotel offers. ‘The results of the survey of our travel agencies show that sustainability is relevant to customers and offers real added value in consulting. However, the relevant information in the information systems must be further supplemented and continuously updated,’ says Andi-Julian Leta, Managing Director of Lufthansa City Center Reisebüropartner GmbH. ‘We will continue to promote sustainability in travel agency sales and support it through training and education.’ Alexander Breitkreutz, Managing Director of Reisebürobeteiligungen and Head of IT and Processes at DER Reisebüro, adds: "The labelling of sustainable hotels helps us to make sustainable products more visible to customers when they are searching for holidays. The next important step is to add detailed information about the hotels' sustainability activities, for example, so that our travel agency staff can answer detailed questions about sustainability and meet customer requirements in the best possible way."

This feedback is echoed by Stephan Busch, CEO of travel bridge and developer of the ‘Green Travel Index’ (www.greentravelindex.com), the database of sustainable hotels on which the project is based. ‘The integration of the ’certified sustainable‘ label into the ’BistroPortal" offer and price comparison system is only the first step. We currently have 6,000 hotels worldwide with a recognised sustainability seal. In addition, the respective certificate is named and a link leads to further information. Detailed information on the sustainability measures of the certified hotels will follow." The relevant information is fed into the systems of travel agencies and tour operators via automated interfaces in cooperation with GIATA.

The demand for additional information and training courses on the topic of sustainability comes as no surprise. As part of the Green Travel Transformation project, the DRV online training programme ‘Green Counter’ has been further developed and updated. Face-to-face training courses are also offered. With the help of this qualification, brick-and-mortar travel agencies can position themselves as centres of excellence for sustainable travel.

Consistently positive results – more providers to follow

Prof. Dr. Edgar Kreilkamp now draws a consistently positive conclusion at the end of the project, which was launched in 2015: "The response to the uniform labelling of sustainably certified hotels in the industry – among tour operators and travel agents alike – has been consistently positive. It is encouraging that the new label has already been included in individual catalogues during the project period and that the response from travel agency employees has been positive. The topic of sustainability is being addressed more and more frequently in consultations. This is another argument for emphasising the quality of hotel offerings."

Even though the project is coming to an end, the further development of the issues addressed in the market will continue. In addition, the Swiss Travel Association is working on transferring the approach to its own market. Furthermore, there are corresponding contacts with other countries.

Sponsors and partners

The new label was developed as part of the Green Travel Transformation project funded by the Federal Ministry of Education and Research (BMBF) by project partners Leuphana University Lüneburg, Futouris e.V., travel bridge, Planet4People and Fraunhofer Umsicht. The Green Travel Transformation project is one of 30 research projects contributing to sustainable economic activity. The Federal Ministry of Education and Research (BMBF) is thus promoting the development of perspectives for an ecologically

compatible, socially inclusive and competitive economy. To this end, the BMBF is providing around 31 million euros for socio-ecological research. It is part of the Green Economy flagship initiative within the framework programme “Research for Sustainable Development” (FONA).

Prof. Dr. Edgar Kreilkamp opened the closing conference of the ‘Green Travel Transformation’.

This was followed by a welcome address by Svenja Schulze, the current Federal Minister for the Environment, Nature Conservation and Nuclear Safety.

Norbert Fiebig, President of the German Travel Association (DRV) explained the significance of sustainability in travel sales.

Markus Tressel from Alliance 90/The Greens explained the role of sustainable travel from a political perspective.

With the signature of Ralph Schiller, Managing Director of the FTI Group, FTI will include the logo in its catalogues for the 2018/19 winter season.

ÖGER TOURS Managing Director Songul Göktas-Rosati discussed labelling from the perspective of the German tour operator market on the panel.

Chairman Prof. Dr. Harald Zeiss discussed the green travel transformation in the German travel agency market with Ulrike Braun (DER Touristik), Friederike Grupp (Thomas Cook) and Stephanie Henicke (Lufthansa City Center).

A total of around 100 visitors attended the event.