The future of sustainable travel: using storytelling to inspire action and build trust
Words by Liam Aran Barnes | Eco Stay Awards Co-founder
In the age of eco-conscious travellers, sustainability storytelling has become both a necessity and a challenge.
While data-backed narratives offer opportunities to inspire action and build trust, the growing demand for accountability has heightened scrutiny.
Discussions at the recent GSTC Conference in Singapore highlighted the critical role of transparency and measurable impact in crafting these narratives.
Jeffrey Smith, Iris Lam, and Jeff Yeo shared how they are using data to create stories that resonate with travellers while driving meaningful change.
But can sustainability storytelling truly move the needle, or does it risk falling into the trap of greenwashing?
Trust through transparency: The foundation of credible sustainability stories
For Jeffrey Smith, Vice President of Sustainability at Six Senses, the credibility of a sustainability story rests on measurable outcomes.
Six Senses has spent decades refining its framework, with GSTC-aligned certifications and concrete property-level targets serving as its backbone.
“Certification demonstrates our commitment in a way that resonates with guests, partners, and buyers,” Smith shares.
He recalls a pivotal moment during a meeting with corporate travel buyers who insisted on verified credentials, prompting Six Senses to accelerate its group-wide GSTC certification to meet industry expectations for transparency.
Beyond certifications, Six Senses engages guests through its Earth Lab program, which tracks metrics like energy savings, waste management, and water conservation.
“It’s not only what we measure but how we involve people,” Smith says.
Initiatives such as beach cleanups and sustainability workshops create direct connections between guests, staff, and the environmental impact of their choices.
At the same time, Smith acknowledges the resource demands of data collection and reporting.
“Tracking progress takes time and investment, but without it, maintaining trust becomes impossible,” he reflects.
Building leaders for sustainability: Empowering teams to drive change
Iris Lam, Director of Sustainability at Mandarin Oriental, embeds sustainability within the organisation by empowering people.
The group’s Sustainability Champions initiative connects teams across departments to make eco-friendly practices actionable.
“These champions are the link between our sustainability goals and the teams who bring them to life,” Lam explains.
Through measures such as eliminating single-use plastics and implementing AI-driven food waste solutions, the group combines measurable results with employee engagement.
At Mandarin Oriental Canouan, the Circularity Lab showcases practices like waste repurposing and in-house water filtration to both guests and staff.
“We want people to see sustainability in action—not as an abstract concept but as something they can be part of,” Lam shares.
Community-focused initiatives, such as repurposing surplus food into meals for underserved populations, further extend this vision.
Developing effective champions, Lam believes, demands sustained investment.
“It’s about equipping people not only to act but also to share the stories behind those actions,” she says.
Read more insights from GSTC2024: What Gen Z wants: redefining travel through sustainability and purpose
Living the story: Personalising sustainability through guest experiences
At Big Tiny, co-founder Jeff Yeo views storytelling as a way to create personal connections with guests.
As a pioneer in small-scale eco-accommodation, Big Tiny blends sustainable design with impactful guest experiences. From off-grid energy systems to composting toilets, its tiny homes are designed to minimise environmental footprints.
“Our guests aren’t just staying in a tiny house; they’re becoming part of the story,” Yeo explains.
Initiatives like planting a tree for every booking give travellers tangible ways to contribute.
“It’s about making sustainability feel actionable and relevant,” he adds.
However, scaling these efforts presents challenges.
“The upfront costs can be significant, especially for smaller operators, but sustainability isn’t an optional extra—it’s the foundation for the future of travel,” Yeo says.
Navigating the complexities: Overcoming challenges in data-backed storytelling
While data-backed storytelling offers immense potential, it’s not without challenges.
Critics argue that certifications, while valuable, can overlook regional nuances or impose high compliance costs on smaller operators. Others warn that storytelling risks becoming performative if it lacks genuine action.
Smith emphasises the importance of contextualising metrics.
“Numbers alone don’t tell the full story—being transparent about our methods is what builds trust,” he says. Lam adds that guest education is equally vital.
“For example, in-room water filtration systems benefit both safety and sustainability, but guests need to understand their value to truly appreciate them,” she explains.
Despite these hurdles, storytelling remains a key tool for connecting with diverse audiences.
“It’s not about doing everything—it’s about doing the right things and sharing them authentically,” Yeo says.
Tuu Takeaway
Sustainability storytelling has the power to engage travellers and catalyse action, but it’s not a one-size-fits-all solution.
Its effectiveness depends on transparency, measurable outcomes, and authentic engagement.
For operators, the challenge lies in ensuring that narratives reflect real impact rather than serving as mere marketing tools.
As the tourism industry continues to evolve, one pressing question remains: can storytelling inspire and also drive systemic change?
The answer will define sustainability’s role in shaping the future of travel.