The pandemic has been an extended crisis for travel, and recovery will be a prolonged process. But of all the challenges facing the sector, sustainability is one of the biggest. From carbon emissions to social impact, the industry risks being seen by consumers and policy-makers as part of the problem.
Sustainability actually has the potential to be a significant driver of positive change—if businesses seize the opportunity. Now is the time for travel companies to reinvigorate their efforts and build the right strategy for their future.