It’s that time of year when we reflect on the past and look ahead to the next year.

Where are we now and have been, what’s changing and in what context are we now working?

Huge organisations like Hilton[1] or boutique specialists like cazenove+loyd[2] are now forecasting sustainable travel as trends, when it’s what we’ve always been about: travelling with purpose for perspective, discovery, immersion and wellness; prioritising experiences (85%), and reducing spending elsewhere to prioritise travel (52%). Looking forward to exploring the unknown (81%), trying the local cuisine (64%), and learning about local customs and traditions (48%) and deep and meaningful travel[3]. Skyscanner[4] talks of visiting destinations that inspire a certain feeling.

How right we were: in starting the business despite being told sustainability would never sell in travel (!); and in our trend forecasting (2021, 2022, 2023). It’s not surprising big organisations are now cottoning on, as Covid kicked the sector up the bottom with regards to resilience, that sustainability is not just a nice/right thing-to-do but is vital and wanted – and overarchingly complex.

Sustainable travel isn’t a trend, it’s here to stay. But time to get much more nuanced about sustainability - it’s not just one thing, but cross-cutting, inter-sectional, deeper impact. What does that mean, and what do we foresee this year?

Let’s skip fancy names and cut to the chase of what’s important for your sustainable travel experience 2024 and challenge some ideas and myths while we’re at it…

1. R&R (Sustainably)

Isn’t the primary thing we all want from a holiday, rest and relaxation (or recreation)? To feel better in ourselves? To sleep (58% apparently[5]), perchance to dream – of the kind of place you can find yourselves through us!

Just because an accommodation is responsible, a trip positive impact or a holiday regenerative, it doesn’t mean it isn’t relaxing for you too, as some assume!

Any tourism, including the ‘trend’ for feel good, wellness, regenerative treatments, enhancing longevity or sleep[6] retreats can be sustainable for you and for the environment!

And it can be for + Skip-gen travel (we like the phrase, Conde Nast!) where family groups are welcome, like here in Indonesia. where there’s so many activities for all generations to enjoy:

Enjoy activities for all generations at this private island in indonesia

Or for you 24% who want to strengthen bonds with partners, or 58% parents planning child-free self-growth trips ask us about their sister island for over 16s only!

'New year, new you?': "Out of Autopilot and Into Our Best Life” on holiday?[5] Of course on holiday you are free to roam, escape in anonymity (62%), with no commitments, and self-care makes 68% of us feel our best selves. But surely even better to feel more alive (78%) and the even better version of you on a sustainable trip?

2. Sustainability in Action

Think sustainable tourism is all raw bush camps, mud huts? Boring, staid environmentalists?

Or the opposite – and more expensive?

Sorry to burst your bubble! Sustainability saves money (energy, water, waste efficiencies) but spends on things that matter (local people, environment, experience, organics). So you get all budget levels.

And if you haven’t experienced where sustainability and style converge, the intersection of design and mindfulness, can be seriously sexy or fun!

Booking.com’s[5] Mindful Aesthetes doesn’t really sound like it, does it…?

Apparently, 65% desire green spaces and plants outside brought in. We can help with that!

We know places designed by artists, sustainable sculpture parks that double up as farms, island resorts constructed of bamboo, ranches, sailing yachts…

Though you could say this place is pretty tree-huggy, made from FSC / Rainforest Alliance-certified tropical hardwoods salvaged from Hurricane Felix in 2007, who like many others, wood (!) be more than happy to offer sustainability ‘Back of House Tours’[6].

But check out some of these sister properties – & drop us a line if you’d like to go somewhere like this…. We know a lot!

53% would like to go somewhere with serious sustainable wow innovation + comfort + style!

And do you aim to bring your holiday self-back home (68%), "travel is not a means to escape life, but instead a catalyst to live our best lives”?42% would consider renting a swankier car than they drive at home?[5] Go for it, test-drive away! (“We were on a break”? - Make it electric!)

All in, 60% want to see sustainability in action. Well, that’s everything we do – so just drop us a line here with “Any” destination selected and let us find somewhere suitable for you!

And in business too…

3. Bleisure on Purpose

That’s Business + Leisure to the uninitiated!

With post-pandemic Work-From-Home or hybrid approaches, the corporate retreat has become all the more important, to gather and connect minds. Add to that all-important ESG regulations for sustainability, engaging corporate hearts and souls in impact has never been so vital.

We’ve got a worldwide database of sustainable destinations with retreat and conference facilities, demonstrating Sustainability in Action. Where would you love to take your team, or private group?

Enquire here for groups & green meetings, and we can help find you a venue to match your requirements.

Why not bond alongside the Berbers of the Atlas Mountains in Morocco?

They’re back on their feet and keen to share their hospitality to help rebuild their communities!

Support the Atlas Mountain Berber Communities, Morocco

4. Cost of Living Constraints

It’s forecast to be tough on the economic front, and 62% expect an increased cost of living to play a limiting factor in 2024[4].

But here’s another myth - ‘wow innovation’[5] sustainability doesn’t have to be expensive!

Because as we noted previously, sustainability can save costs with efficiencies eg. sustainable energy (that our partners fully embrace), more local and non-peak options are budget-friendly.

But, where sustainability is the new luxury, that doesn’t mean it’s pricey extravagant opulence; rather it’s a rare, rich and valuable experience. Sustainable is luxury redefined – impact that’s positive, and doesn’t cost the Earth.

As sustainability offers elevated experiences with better quality and care, you get more bang for your buck: it’s about value, not volume. And if you’re one of the 50% that consider where destinations’ cost of living is cheaper than at home, that’s real ‘A La Carte Affluencers’ affordable luxury on a budget[4] (and budget available for those who would pay for upgrades! - 54% of you for accommodation and 47% for flight or trains).

A great destination for top impact and ‘luxe-for-less’? Try Malawi for ecotourism without extravagance, spendthrift safari and cost-effective community experience.

Malawi offers great value for money safari

And for the 62% of you who keep eye out for travel hacks and deals, make sure to subscribe to our newsletter where we’ll share!

5. Climate Consciousness

Everyone’s experiencing climate crisis impacts now and 51% say climate change will impact the way they plan their vacation in 2024. But there’s a few ways that may happen:

Carbon Action

Reduce fossil fuel consumption, take trains, rent electric cars, ebikes, hike[6]...

How would you like to sail from sea lions of Cabo to the sea lions of San Cristobal Island, Galapagos? A dream trip!

Counting carbon

Like us, to reduce and report to the UN World Tourism Organisation Glasgow Declaration for Climate Action in Tourism, as do our partners in Nepal, Nicaragua, Tanzania and Wales, who for example reduce footprints to a minimum, use local sustainable supply chains including group and public transport, plus carbon label, mitigate with planting and cut plastic.

(And ask us about great Carbon Neutral tours around Thailand or elsewhere, not on our site!)

Cool Down

56% say that as temperatures rise close to home, they will use their vacation to cool down elsewhere.

‘Cool-cationers’[5][6] will revive and refresh by escape heat, whether by a waters’ edge (where 75% of travellers find instant relaxation) – pool or with sea breeze to air-condition naturally, like this Tanzania island where the beach bungalow fronts fold right down!

Natural air con: these bungalows' front flips down

Or why not aim high?

Many think of Croatia as the coastline, but why not head inland to the foothills of the mountains to be at one with the land and roam the range in untouched nature of a Biosphere Reserve? Great pool too!

And for conservation…

6. Nature-Positive for Conservation & Climate

The Global South, which hosts the majority of the world's population, is unequivocally more vulnerable to climate change than the North, owing to widespread poverty, income inequality and its heavy dependence on climate-sensitive sectors.

One of the most impoverished countries on Earth? Madagascar.

One of the top countries most affected by the climate crisis? Madagascar.

One of the top countries with the most unique biodiversity to conserve? Madagascar.

One of the top countries of the world that most needs your help? Madagascar.

They’ve been battered by extreme weather, its agriculture impact on food insecurity and famine for families already struggling with enormous poverty - and they have invaluable species of plants and animals that can’t be found anywhere else.

Not only is tourism indispensable to the economy and jobs, volunteer here in conservation of species, habitats and the environment and you’ll be helping implement nature-based solutions to mitigate climate impacts on communities that depend.

Like 44% want: in exchange for contributing to conservation efforts, get rare access to less touristy remote locations and places to preserve, in the most mindful and responsible way.

Madagascar: Help conservation for climate and communities

7. Community-Positive

Usually called ‘Community-Based Tourism’, we think we need to challenge the term.

Does ‘-Based’ makes it sound like you stay there and go elsewhere, when what is needed is to stay and support?

Why not just ‘Community Tourism’? Because that’s what people want:

51% people say they would like the stripped-back way of life of agrarian communities, with 47% eager to connect with locals in less-travelled areas .

You can certainly have that with our partners in India where you walk from village to village in the Himalaya foothills, stay in village-owned guest-houses home stays, enjoy delicious local cooking and experience the ancient rhythms of India’s rural life whilst providing important supportive income to help sustain remote agricultural communities.pic

Trek village to village to experience the real communities and culture of the Himalayas

Beyond just back to basics, the focus is on a better balance with nature and the elements to reset and rejuvenate[5], and learn from indigenous communities and wisdom, whose self-sufficiency has enabled centuries of survival.

We never cease to get excited by the luxury of a safari with Maasai warriors here: A Maasai community-run boutique ecolodge, on Maasai community land, employing local Maasai people, paying tourism revenues locally and supporting a community trust. A true partnership with the Maasai people. And for families, children can have their own safari with their own Masaai guides where adults may like to learn about the Maasai medicinal uses of plant and cultural lore. Amazing!

Experience the luxury of personal Maasai guides for your family

And there’s more…

8. Food-Positive Impact

Did you know 81% want to try indigenous cuisines in 2024?

That 78% of travellers hunger for fresh flavours over the tried and tested?

Culinary and cooking lessons are surely a mainstay of a sustainable travel trip, with 61% prioritising learning about the origins of a destination's iconic dish? [5]

27% open to hiring personal chefs? No problem, you can have those in sustainable and regenerative travel too!

At a favourite partner lodge in South Africa, they’re literally growing futures: supporting an organic farm and horticulture college, the team and students develop the skills to grow organic food for the restaurant and make it a community business, which voluntarily also supported thousands of meals during the pandemic.

Local empowerment + less miles + organic + food security = win, win, win, win!

Growing futures - delicions food - in South Africa

They are certainly into sustainability innovation, but we’ll have to ask about the 63% fascinated by innovative plant-based options like 3D-printed vegan steaks and mushroom ‘foie gras’!

Which brings us onto…

9. Connection: Sustainable Human vs Robot

As an online platform for sustainable tourism, all about connection, adventure and integrity, we’re super interested in human/tech balance.

Tech connects us, but also cuts personal conversations; It enables us to find adventures, but be potentially removed from reality; it can provide incredible data – but without source reference, taken out of context, and plainly wrong, where humans can make but also spot errors… in short, where is personal connection a help or a hindrance with tech and humans? We agree with Forbes[3],

"there is no substitute for personalized service when it comes to providing a truly meaningful experience for guests"

AI can enhance creation, communication and delivery. But can it support or suppress spontaneity and adventure? Does it enable the 56% inclined to explore off the less touristic beaten path, or entitle and so spoil?

It can help gather groups for the 34% willing to travel with strangers (see Malawi, Oceans)

Apparently 52% of travellers want to book trips where the destination remains a mystery until they arrive! Do you? Would you trust AI to plan a sustainable travel trip?[5][6]

Not so much for us yet – there is way too much complexity in sustainability not yet publicly accessible for this to be a reality in 2024.

But watch this space…. And in the meantime, drop us a message or why not call!

10. Sustainability Standards

Finally, a word to the wise to end on. With sustainable tourism now mainstreaming, and whilst it is of course entirely possible to have any tourism more sustainable, you have to make sure it is, and not just claiming to be. Because it is easy to say, but difficult to do.

There is an expected rise in greenwashing this year, as companies respond to rising demand for sustainable tourism.

And knowing this, and to counter this, authorities are stepping up their Greenwash regulations. The UK has its Green Claims Code, the EU its Green Claims Directive and the US promises Climate Risk and Emissions Disclosure Rules.

What can you look out for? Data and evidence – which you’ll always find with us.

In fact, we’re so hot on it, last year we partnered with Weeva as an Ambassador, a sustainable tourism impact data and management platform, so expect to hear more from us on this!

Any questions for 2024? Anytime, let us know!

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

[1] Hilton 2024 Trends

[2] Forbes Travel Trends 2024 Part 4

[3] Forbes Travel Trends 2024 Part 1

[4] SkyScannner Travel Trends

[5] Booking.com 2024 Travel Predictions

[6] Conde Nast Traveller Travel Trends 2024