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I<\/span>mpact Travel Alliance\u2019s new report – \u201cBringing Sustainable Tourism to the Masses” – contains 32 tactics looking to integrate sustainability into all types of travel. In the 66-page study, Impact Travel Alliance aims to empower all sides of the travel industry in its goal to mainstream sustainable tourism. The nonprofit developed three core principles, each of which has its own set of actionable ideas, in an effort to outline steps toward making attainable progress.<\/p>\n 1) Engage partners at both corporate and grassroots levels through storytelling, community and collaboration<\/p>\n 2) Complement traditional business activities with sustainable offers and incentives<\/p>\n 3) Embrace technology that has changed the way consumers engage with brands<\/p>\n The study also outlines tactics that can be or have been used in pursuit of each principle. Tactics range from creating more awareness around greenwashing and greenhushing to investigating emerging technologies like blockchain, as well as specific marketing approaches based around transparency, authenticity and a stickiness factor. Travel businesses already employing some tactics are highlighted, such as Kind Traveler\u2019s ambassador program; Royal Caribbean\u2019s Save the Waves program, Booking.com\u2019s Booking Booster program; JetBlue\u2019s report on the ROI of Sustainability and more. Some tactics are framed as direct asks, such as to expand, amplify and invest in the Global Sustainable Tourism Council\u2019s efforts and to invest in programs that foster innovation.<\/p>\n The tactics addressed are further categorized on a quadrant based on reach and implementation. Tactics with a broad reach and singular capability for implementation are named \u201cPower Play;\u201d those with a broad reach that take a coordinated industry effort are deemed \u201cMass Evolution.\u201d Tactics that have a more narrow focus and need coordinated industry effort are called \u201cGroundswell;\u201d and those with a narrow focus and singular capability are named \u201cIndividual Impact.\u201d The quadrant is meant to be used as a tool for all sides of the industry \u2013 from individuals to small businesses and corporations \u2013 to be able to identify specific action items relevant to their own organizations.<\/p>\n \u201cWe are on the cusp of seeing the impact that sustainable travel can have on a much broader scale,\u201d ITA Executive Director Kelley Louise said. \u201cOur biggest hurdle is in reaching beyond the niche that sustainability currently exists within the travel industry and engaging the average traveler.\u201d<\/p>\n The full thought-leadership study is available online at<\/p>\n