Fit for Future - Communicating sustainability aspects in travel sales competently

Sustainability is not yet fully integrated into everyday sales practices

Sustainability aspects are gaining increasing importance in tourism offerings, and are frequently demanded by end customers. Several travel formats on the German market already demonstrably incorporate these sustainability aspects into their offerings. However, current demand for these offerings in brick-and-mortar travel agencies does not yet reflect the increased consumer interest identified in studies.

This is partly due to the fact that many travel agents struggle to interpret relevant information, for example, because they lack the necessary knowledge about the sustainability aspects of tourism offerings.

Various training courses, workshops, and continuing education programs already exist for tourism employees. However, these often differ in their content, focus, and objectives.

Therefore, many employees in tourism sales desire a practical continuing education program that imparts fundamental and in-depth knowledge of sustainability aspects in tourism and strengthens their consulting skills.

Two-stage training offer for more sustainable vacations

The aim of the joint project is to develop and implement a comprehensive, two-stage training offer for travel agents:

• Stage 1: Basic training

• Stage 2: In-depth, advanced training

Phase 1: Basic training

The aim of the basic training course is to provide participants with a solid foundation in the sustainability aspects of travel and to support them in integrating relevant information into their daily consulting work.

Therefore, in the first phase of the project, which is being implemented jointly with the German Travel Association (DRV), the existing but outdated DRV Green Counter training course will be updated and transformed into a practical e-learning format, similar to the DRV Climate Counter training course.

The content will be revised and updated by the implementation partner, The Travelling Mind, in collaboration with Futouris members and the DRV Sustainability Committee. During a test phase with selected travel agencies, the basic training course will be evaluated for its practical applicability and adapted as needed. Participants who successfully complete the basic course will receive a certificate of participation.

Phase 2: Advanced training

In Phase 2, an advanced training program will be developed that addresses various ecological, social, and economic aspects of tourism. Participants will acquire advanced knowledge on how to interpret sustainability information, answer relevant customer questions, and work with different sustainability approaches and criteria in tourism. The goal is to train participants to become qualified travel consultants who demonstrably consider sustainability aspects.

Participants who successfully complete the advanced course will receive a certificate of participation. The type and scope of the training, as well as the conditions for successful completion, will be discussed and agreed upon with the participating stakeholders within the framework of the project.

Project activities

The following activities are planned in phase 1

• Development of the concept and coordination of the content of the basic training course (revised Green Counter) with relevant stakeholders.

• Implementation of the technical framework and development of the training course.

• Test phase with selected travel agencies to test practical suitability and any adjustments.

The following activities are planned in phase 2

• Coordination of the framework conditions for the training (e.g. scope, content, type of qualification).

• Review of existing materials and their integration into the training.

• Development and coordination of the curriculum / course content with relevant stakeholders.

• Content (and if necessary technical) structure of the training.

• Test phase with selected travel agencies to check practical suitability and any adjustments.