An industry first: Consistent label for sustainable travel offer
Berlin, 28.09.2017. With the launching of a consistent label for sustainable travel offers in the consultation and offer comparison system ‘Bistro Portal’, the project ‘Green Travel Transformation’ reaches an important milestone: The new marking in the system, that is most widely used in Germany, enables travel agencies for the first time to see and book hotels with a sustainability certification on a large-scale. Over the coming months, Futouris members and project partners Lufthansa City Center and DER Touristik will test the new labelling during a pilot phase in their travel agencies. Additionally, Futouris member Thomas Cook will include the label in its travel brochures.
The new labelling has been developed by the project team comprising Futouris e.V., travel bridge, Planet4People and Fraunhofer Umsicht within the project ‘Green Travel Transformation’ supported by the Federal Ministry of Education and Research. Studies such as the Reiseanalyse of F.U.R. and representative population surveys previously performed by Leuphana University showed that 71.2% of the German holiday-makers are highly interested in sustainable travel offers. However, only 32.9% act in this interest in the booking process since adequate information is not available. With the new labelling, this is about to change.
„For the industry, this is an innovation”, says Hasso von Düring, Chairman of Futouris e.V. and Managing Director Touristik, Lufthansa City Center. “For travel agencies were not able to directly identify sustainable travel offers in the information and booking system. Within the project ‘Green Travel Transformation’ we strive to increase the provision of sustainable travel offers throughout the industry in cooperation with the entire project team. Together with the additional project partners, including the DRV (German Travel Association), Studiosus, Gebeco and Inatour, we also plan to strengthen additional sustainable products besides hotels to continuously increase sustainable travel bookings.”
New label allows targeted customer support
Lufthansa City Center and DER Touristik (DER Reisebüro, Derpart and the member agencies of DTPS) will introduce the new label in their travel agencies and to make sustainable hotel offers visible in a pilot testing phase. The Futouris members find support of the company travel bridge who records and updates hotel offers with a sustainability certification by recognised organisations from all over the world in a database. In cooperation with GIATA, these hotel offers can be imported via an automated interface in various systems of travel agencies and tour operators. Initially, these hotel offers will be visible in the widely used ‘Bistro Portal’ by Traveltainment. Travel agents can find detailed information about the certified hotels on the portal www.greentravelindex.com.
Through the new labelling – a signet and the title “sustainably certified” – travel agents will be able to instantly identify hotels that have been awarded a sustainability certification by a recognised organisation. This allows travel agents to precisely meet the existing demand for sustainable travel offers and offer adequate hotels with an added value in terms of sustainability in the future.
Consistent labelling also in travel brochures
Apart from the electronic labelling in Bistro, Thomas Cook will be the first tour operator to introduce the signet in its travel brochures published by the end of October for the summer season 2018. With this action, Thomas Cook highlights all hotels with a recognised sustainability certification that can be booked via the tour operator brands Neckermann Reisen, Thomas Cook Signature, Thomas Cook Signature Finest Selection and Öger Tours.
„For us, it is important to precisely inform our customers on the sustainable hotel offer. With the introduction of the consistent cross-sectoral labelling in the travel agencies systems and brochures, we actively support the customer in its search for sustainable travel offers”, says Stefanie Berk, Chairman of the Board, Thomas Cook Germany, Managing Director Central Europe & East.
In addition to the introduction of the label in the system, the project team is currently developing an extensive training programme to promote the sales of sustainable travel offers in close cooperation with the DRV. By means of this qualification, stationary travel agencies can strengthen their position as competent partner when it comes to booking a sustainable holiday.
In the future, travel agents will be looking for this signet to offer sustainable hotels.
In dialogue with the travel industry this project aims at finding ways how to make sustainable travel offers in travel agencies visible and easily bookable.