Communicating Impact: Why It Matters for Travel Brands and 10 Ways to Communicate It Effectively

The webinar was inspired by a session earlier this year at the annual Adventure Travel Networking event, the UK’s only gathering dedicated to adventure and experiential travel with a positive impact. Led by our Founder and CEO, Mirjam Peternek-McCartney, and Responsible Tourism Writer and Consultant, Holly Tuppen, the session explored a key question: how and why should travel brands be sharing their sustainability efforts and broader positive impact with travellers? 

Throughout the discussion, Mirjam and Holly focused on five key areas for effective impact communication: understanding the “why” behind your message, truly knowing your audience, using storytelling to inspire and educate, staying authentic to avoid greenwashing, and embracing new KPIs to measure the success of your communications.

We know this can feel like a daunting step. When we first published our own impact report, we felt those same nerves. But travel brands that take the leap to communicate their impact openly are making a powerful move, one that builds authenticity, strengthens trust, and positions your brand as a genuine agent of change.

We know the phrase "sustainable travel" gets thrown around a lot these days, often in an attempt to spotlight eco-friendly efforts. But more and more, experts in the industry (including us) are leaning toward a different term: responsible travel. 

We recognise that terminology evolves over time, and while sustainable travel has been widely used, we believe 'responsible travel' takes things a step further.  It’s about being accountable and making thoughtful choices that help protect the environment, respect local cultures, and support communities in a real, lasting way. It’s about going beyond the buzzwords and committing to meaningful action every time we set out on a journey. So, how we approach and talk about responsible tourism doesn't just affect a brand’s image and connection with key audiences – it directly influences the long-term success of a travel brand.

Let’s break it down.

Nature, people and the places we visit are our biggest asset, they are what make every journey meaningful

Experiential travel thrives on authentic connections with culture, cuisine, landscapes, and wildlife. But climate change, overtourism, and biodiversity loss are putting all of this at risk. These aren't just environmental issues – they’re direct threats to the future of the travel industry. Protecting what makes travel special isn’t just a responsibility; it’s essential for sustaining the experiences we all value.

To have genuine impact, sustainability needs to be embedded into business, including its brand

In a time when customer loyalty is harder to earn, transparency goes a long way in building real trust. Today’s travellers are looking for brands that align with their values, and they’re quick to recognise those who not only talk the talk but truly walk the walk when it comes to their environmental and social impact.

As part of this commitment, Lemongrass is proud to be partnered with a number of industry leaders in the responsible travel space, including the Adventure Travel Networking membership group, Travel by B-Corp and The Conscious Travel Foundation. We are also pleased to be in regular dialogue with The Long Run, whose mission and global community strives for positive impact tourism. 

Stakeholder management. It’s a risk not to address climate and social issues

We understand that the legislation is ever evolving when it comes to sustainable practices for businesses. Whether it be investors or travellers, stakeholders are increasingly expecting businesses to take climate and social issues seriously. Ignoring these expectations isn’t just a missed opportunity, it’s a growing risk. In today’s landscape, responsible travel brands are those that recognise impact as a key part of stakeholder management and long-term business resilience.

Sustainability improves the customer experience (and everyone’s quality of life)

Here at Lemongrass, we work in partnership with like-minded travel brands, championing sustainable storytelling to achieve long-term results for our clients, and for the greater good. We understand through our clients’ offerings that travellers have better, more meaningful experiences when they engage with responsible tourism initiatives; from staying in eco-conscious hotels, to connecting with local cultures and initiatives – and studies are also showing increased traveller interest in this, too. 

Communicating sustainability well improves brand trust and loyalty

Today's travellers want brands that match their values – and they appreciate those who act on their commitments, not just talk about them.

When making sustainability claims, it is vital that the messaging be honest, specific and clear. 

The EU Green Claims Directive (as mentioned earlier, will apply to any business marketing to EU consumers – even if based in the UK), CMA crackdowns, and ASA bans are increasing scrutiny, so travel brands must also make sure their sustainability messaging is verifiable, to avoid greenwashing. 

As a travel brand, communicating sustainability efforts doesn’t have to be convoluted – it just needs to be rooted in honesty and transparency, and this can be improved with data-backed sources. 

Our top tips

1. Be specific – avoid vague terms

Terms like “eco-friendly,” “green,” “climate-neutral,” and “sustainable” are often too vague. Instead, clear, true data is vital to quantifying your messaging: like a percentage reduction in emissions, number of tons in waste avoided, or by providing a verified certification (like GSTC, B Corp, or EarthCheck).

Lemongrass is proud to be B-Corp certified, and you can read more about our journey here.

🚫 “We offer sustainable travel experiences.”

✅“Our lodges are powered by 100% renewable energy, reducing carbon emissions by 40% compared to 2019 levels.”

2. Back up claims with third-party verification

“Greenwashing”, as discussed above, often happens when companies self-certify their sustainability efforts. The process of certification with recognised third-party certifications like the Global Sustainable Tourism Council (GSTC) is rigorously structured as its own body. By communicating your certified achievements and ongoing developments, you instil trust and authenticity in your consumer messaging – because it can’t be faked!

🚫 “We’re an eco-friendly hotel chain.”

✅ “We are GSTC-certified, meaning our hotels meet strict sustainability criteria – including water conservation, energy efficiency, and local community support.”

3. Be honest about challenges and progress

Sustainability is a journey. We should all be striving for progress over perfection, aiming to lower the rate of Earth’s temperature increase. Certain developments are certainly shorter-term solutions – like carbon offsetting, which is not the same as reducing emissions. 

At present, offsetting just shifts the problem temporarily until better solutions exist. 

Acknowledging work-in-progress initiatives over ultimate solutions is an important distinction, and it keeps us accountable in the ways that we can continue to adapt in an ever-changing world.

🚫 “We’re carbon neutral.” (if based on carbon offsetting)

✅ “We are reducing our carbon emissions by 30% by 2030. Until we reach this goal, we offset unavoidable emissions through Gold Standard-certified projects.”

4. Use clear, jargon-free language

Sustainability claims can quickly fall flat if they sound like corporate jargon. Clear, unfussy language builds trust and resonates with travellers when we don’t feel confused about mission statements.

🚫 “We embrace a regenerative approach through a systems-based methodology to achieve positive environmental impact.”

✅ “We work with local communities to restore coral reefs damaged by tourism, helping marine life recover.”

5. Avoid greenhushing – be transparent

Greenhushing is a practice in which companies adopt a silent approach to their sustainability efforts instead of communicating their developments and goals openly, due to fear of backlash. 

But adhering to honest, data-backed principles and third-party certification oversight is always the better route when communicating your sustainability efforts.

🚫 Don’t hide sustainability efforts due to fear of criticism.

✅Disclose both successes and areas that need improvement.

6. Avoid misleading imagery

Imagery is intertwined with storytelling, and it can play a huge role in how a company visually positions their sustainability claims. When it comes to visual greenwashing, regulators are cracking down on brands who use imagery to imply environmental benefits that are not certified or in place. 

🚫 Don’t use pictures of lush forests or wind turbines if your product has no direct impact on conservation, or renewable energy.

✅ Use images that accurately reflect your sustainability efforts; like solar panels on your lodges, or guests participating in conservation projects.

7. Be transparent about supply chains and partners

Regulators and consumers are increasingly demanding supply chain transparency. To achieve this, travel brands should show clear sourcing policies, like wage initiatives and community involvement.

🚫 “We only work with responsible local operators.”

✅“All our partner tour guides are paid above the living wage, and we prioritise locally owned accommodations certified by Travelife.”

8. Make sure your “eco-certifications” are legitimate

This is vital. Regulators like the CMA and EU Green Claims Directive will ban misleading green labels unless they are third-party verified. Like we said before – it can’t be faked!

🚫 Don’t create your own sustainability badge with no external validation

✅  Do use independent, reputable sustainability certifications (GSTC, B Corp, etc.).

9. Consider independent audits and impact reports

An independent audit and impact report builds credibility and also keeps travel brands accountable on their sustainability journey. Take our Lemongrass annual Impact Report, for example. These types of reports are great for clearly detailing a business’s emissions, progress, and challenges, as well as providing a roadmap for future efforts.

🚫 Don’t rely solely on marketing claims.

✅ Publish sustainability reports that detail real impact.

10. Be accountable – invite scrutiny

As mentioned, sustainability efforts are becoming more prevalent in traveller decision-making, and regulatory scrutiny will only increase. Being open to questions builds long-term trust, and helps us all navigate the road ahead with suggestions on how to improve. 

🚫 Don’t ignore customer questions on sustainability.

✅ Do engage in open dialogue and be willing to adjust policies based on feedback.

To stay ahead of regulations and traveller expectations, we all need to be honest about our limitations and our progress on real emissions reduction. We need to be transparent with our impact data, seek third-party certifications and make sure our communications around sustainability are free from misleading imagery.

If you’re looking for a communications partner with real experience in responsible travel, we’re here to help.