Bridging Travel and Sustainability | Based on extreme consumer insights

Bridging Travel and
Sustainability
Website for sustainable travel based on extreme consumer insights
- pro-environmentalist, socially responsible & extreme travelers
- Manish Chandra Singh
- 19200980
- MSc Marketing (UCD Smurfit)

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Table of Contents
Executive Summary.......................................................................................................................2
Problem Definition.........................................................................................................................2
Need for sustainable tourism.....................................................................................................2
Objectives ........................................................................................................................................3
Secondary Research......................................................................................................................3
Booking.com key finding sustainable travel report 2019 ........................................................................3
Green Lodging Trends Report 2017 ...............................................................................................................4
Primary Research............................................................................................................................5
Interview Findings ....................................................................................................................................6
Findings after Going Extreme Ourselves........................................................................................10
Netnography Findings .......................................................................................................................... 11
Our Product ....................................................................................................................................11
How to incentivise Customer Experience (Cx)?...........................................................................12
How to build customer trust?.............................................................................................................12
Product Layout ............................................................................................................................. 13
Product Learnings........................................................................................................................ 15
How does it different from existing solution?.................................................................... 15
Marketing Our Product............................................................................................................... 16
New Product Development Learnings.................................................................................. 16
Limitations of our Approach..................................................................................................... 17
Conclusion...................................................................................................................................... 17
Appendix......................................................................................................................................... 18
References .....................................................................................................................................43

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Executive Summary
Sustainability is an emerging discourse in today’s global context with changes being brought about
in many industries to positively impact the environment. Through our report, we want to understand
the relationship between one of the fastest growing and highly polluting industries, tourism
(WTTC.org, 2019), and find solutions to bring a fundamental shift to it regarding sustainability. Our
agenda is to understand the current trends that dominate the tourism industry by deriving insights
from stakeholders, on both the demand and supply end. To come up with an innovation to tackle the
pain-points, we will conduct in-depth interviews of those who give importance to travel,
sustainability, or both in everyday life. Through our report, we wish to come up with an implementable
solution that has the potential to make sustainable tourism more accessible for those who like to
travel and wish to positively impact the environment. Throughout our report, we’ll be using Elfriede
Penz et al., 2017, “Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-
Directed Behavior Regarding Touristic Services” as a theoretical guide to drill down our findings.
Problem Definition
Over the last decade, tourism has experienced continuous growth and increased diversification,
becoming one of the fastest-growing economic sectors in the world, contributing 10% to global GDP.
Additionally, 1 in every 11 jobs are in this sector, especially in developing nations, where tourism is a
major source of income for a large part of the population. Despite the economic advantages of
tourism, it is detrimental to the environment. The industry alone generates 8% of greenhouse gas
emissions as per UNWTO report of 2016. What makes the problem even more pressing is that tourism
is both vulnerable to climate change as well as a major contributor to it. Continued environmental
degradation and disruption to cultural and natural heritage will negatively affect tourism, which will
eventually result in decline in footfall in the coming years, hence endangering economic opportunities
of those who depend on the industry for a living, and degrading the local environment beyond repair.
(Exhibit 1)
Need for sustainable tourism
The rise in global temperature from 2001 to present date, and rising sea levels, has caused an alarm
across the world. Many countries, that are major tourist destinations, are extremely vulnerable to such
dramatic changes in the climate. More and more people each year are adopting measures in everyday
life to be sustainable, yet little is known or done in the ambit of tourism. Broadly, sustainable tourism
has been viewed as a vehicle through which the adverse effects of traditional mass tourism can be

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addressed, and long-term viability of a destination can be achieved. It is a positive impact initiative
that has the potential to reduce the tension and friction resulting from the complicated interactions
among the tourism industry, tourists, the environment, and host communities. Under such
circumstances, when most industries are employing more sustainable ways of existence, tourism too
needs to adapt to positively impact the environment and local communities. (Exhibit 2) Additionally,
a recent study conducted by Nielsen Global Survey showed that millennials are “willing to pay more
for products and services that come from companies who are committed to positive social and
environmental impact.”, confirming a need for sustainable changes in tourism (Nielsen, 2015)
Objectives
“Booking trips and holidays is a typical consumer decision in tourism, yet there are no clear results on
whether consumers are willing to change their behaviour to help tourism become more sustainable.”
(Penz. et al, 2017) Through our report, we want to come up with an innovation which could directly
impact the tourism sector in terms of sustainability. We want to understand pain-points of a wide
array of people, and understand their limitations, inhibitions and motivations when it comes to
travelling sustainably. We want to make travelling sustainably more mainstream. Additionally, our
subsidiary objective is to understand the current perception and knowledge about positive impact
travel to leverage this knowledge for product development.
METHODOLOGY
Secondary Research
Booking.com key finding sustainable travel report 2019
In 2019, Booking.com carried out a survey to assess the barriers travellers faced with respect to
travelling sustainably. 50% of the respondents of a sample size of 18,000+ said that they don’t know
what they can do to travel more sustainably. 37% of the same group said that they don’t know how
to. Additionally, according to the same report, when it comes to recognizing a sustainable place to
stay, almost three quarters (72%) of global travellers say that they are not aware of the existence of
eco-labels for vacation accommodations, while well over a third (37%) of affirm that an international
standard for identifying eco-friendly accommodation would help encourage them to travel more
sustainably, and 62% would feel better about staying in an accommodation if they knew it had an eco-
label.

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Furthermore, 70% of global travellers say they would be more likely to book an accommodation
knowing it was eco-friendly, whether they were looking for a sustainable stay or not. However, Travel
companies have an important role to play here in the eyes of travellers: 71% of travellers think that
travel companies should offer consumers more sustainable travel choices. On the other hand, almost
half (46%) of global travellers acknowledge that they find it harder to make sustainable choices on
while on vacation than in everyday life. Almost a third (31%) of global travellers admit their vacation is
a special time during which they do not want to think about sustainability. As sustainable travel
intentions grow, travellers are still looking for ways to more easily fulfil this ambitions- 40% said that
online booking sites with a sustainable or eco- friendly filter would help. 71% of travellers think that
travel companies should offer travellers more sustainable travel choices.
Green Lodging Trends Report 2017
Green Lodging Trends published a report in 2017 sharing key findings on how hotels are making
sustainability related improvements. The report reviewed 2,093 hotels in 46 countries around the
world, through a survey with 110 questions in categories such as Air Quality, Climate action and
certifications, Community involvement, Energy Management, Waste Management and Water
Conservation. They compared the changes in these hotels from 2016 to 2017. The report identified
that carbon offsetting increased considerably from 28% to nearly 50% from 2016 to 2017, which
proved that there was a growing interest in making a difference among guests to make a positive
impact during their stay. It was noted that the practise of having local procurement policy jumped
from 74% to 83%. 42% of respondents (hotels) said that 90% of the rooms in their property have
occupancy sensors to reduce electricity usage. Hotels have also reported that 27% of them have
installed electric vehicle charging stations and have provided EV guest/staff owners with preferred
parking spots to encourage usage of such vehicles. 52% said they practise recycling in common areas.
% of global
respondents
who agree
I do not know how to make my travel more sustainable 37%
Although I do see options to travel more sustainably, other options tend to appeal
more 34%
I cannot afford the extra expenditure of sustainable travel 36%
My agenda constrains me in the sustainable choices I can make 34%
Sustainable travel destinations appeal to me less than other destinations 34%
I understand what I can do to travel more sustainably 50%
Table 1: ‘Sustainable Struggles’ according to Booking.com 2019 sustainable travel report

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The report proves that such initiatives are not only positively impacting the environment but are also
helping hotels effectively reduce costs.
Primary Research
To aid our research and to deep dive into the complexities of travelling, and sustainably so, we
thoroughly analysed individuals who lie on the extreme ends of the spectrum, to generate a
comparative analysis. Our agenda was to understand the motivations of these seven individuals of
our sample group who all travel at least once a year and decode their relationship with environment
and tourism. To acknowledge the diversity of experiences and lifestyles, we carefully hand-picked
individuals who are driven by different behaviour patterns in everyday life. Based on Avery Jill and
Michael Norton’s “Learning from Extreme Consumers” (2014) , we could broadly categorise each
respondent as follows:
1. Category Expert: Rohit who travels frequently and sustainably
2. Never Used: Liam who travels frequently but not very sustainably
3. Unaware: Alex who travels occasionally and is unaware of sustainability in tourism
4. Early Adopter: Tanvi who is sustainable in everyday life, occasionally travels and tries to
maintain her sustainable lifestyle when she does.
5. Customer with Constraints: Kate who is sustainable in everyday life but not when she travels
6. Rejector: Priyank who is not particularly sustainable in general
7. Socially Responsible: Asami who works for the upliftment of marginalized communities
The respondents were interviewed one on one to understand their dominant personalities with
respect to their everyday life. Instead of an unfocus group, we employed an unfocus interview
method to know about each respondent more thoroughly. An open-ended format allowed us to
discover and build on unique characteristics of each respondent. Each person was driven by different
needs and emphasised on different priorities with respect to both travel and sustainability. Kottler,
Keller, in their work, Marketing Management, stress the importance of deep diving into consumer
lifestyle by saying, “adopting a holistic marketing orientation requires fully understanding
customers—gaining a 360-degree view of both their daily lives and the changes that occur during
their lifetimes so the right products are always marketed to the right customers in the right way.”
(Kotler, Keller. 2016) We also got in touch with two hotels that undertake green efforts, to understand
how they understand sustainability.
In addition to the open-ended interview, we did netnography to study people who believe in following
sustainable tourism, and actively promote this lifestyle to their followers online. We studied few

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accounts that promote sustainable tourism to understand the concept in practice, in terms of
benefits and constraints for those who already lead such a life. Finally, we studied the first-hand
account of our group member, Manish, who has travelled sustainably in the past, to understand the
problem he faced on a personal level,
Interview Findings
Kate (Customer With Constraints): Some people are sustainable in everyday life, but face difficulties
in implementing the same lifestyle when travelling. Kate, who is of such a personality type,
acknowledges her change in priorities when she is travelling. She believes that since she doesn’t travel
that frequently, “she wants to see as much as possible in the limited time”. She does try to be
sustainable when choices such as reducing emission are presented to her when she is booking flights
on RyanAir as knowing about emissions makes her “feel good as a customer”, but she won’t go out of
her way to achieve so when travelling. “Even “committed environmentalists” who show high
attachment to nature as part of their holiday experience, would rather buy into compensation
schemes than refrain from using air-travel.” (Penz,. et al) Hence, she is not always able to find such
metrics and has to make unsustainable choices when she is travelling. She added that if metrics were
available to quantify her environmental impact when travelling, along with easily accessible options
available to plan her sustainable travel, she would be enthusiastic to incorporate sustainability more
actively in her travels.
Tanvi (Eco-Conscious): On the other hand, Tanvi who is extremely sustainable in everyday life but
doesn’t travel much showed an increased desire to travel if she “could be as sustainable during my
(her) travel as I am (she) is in her everyday life”. Being an extremely sustainable person, she is deterred
by the unsustainable aspects of tourism, which drastically affects her frequency of travel. For her,
“the lack of correct metric to measure environmental impact”, both positive and negative, make it
hard for her to make decisions in life as she doesn’t know how big or small her contribution is. She
feels she is not able to quantify it due to “lack of information out there” and hence only has a vague
idea of how much it helps the environment. Additionally, she feels that “being sustainable is
expensive” and it's a challenge to get more people to adopt this lifestyle. Lastly, she believes that
“sustainability is trending, but it needs to trend more” as more and more people are adopting this
lifestyle and are influencing others to make small changes in their lives to save the environment.
Alex (Never Heard): A working professional, Alex travels whenever she can take time out of her busy
schedule. She crisply describes herself as an “indulgent traveller” as she “loves being able to go to a
5-star hotel and splurge her money.” For her, when travelling, the priority is luxury and indulgence. She

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associates travel with going to luxurious hotels and spending her limited time to enjoy all the tourist
attractions. She describes her holidaying pattern to be “relaxed, and not work” and that is how she
plans her entire itinerary as well. Additionally, Alex feels there is a “cool-factor” in being able to share
her experiences on social media. She not only shares her experiences online but is also inspired by her
friends and family who post their adventures, motivating her to consider those locations for travel.
Rohit (Product Category Expert): is an extremely sustainable traveller. He curates his own trips from
start to end, considering every action of his journey with respect to the environment. He intensively
travels but believe in maintaining the natural sanctity of the place. For him, sustainability and travelling
are both at par, and his experiences testify his priorities. He takes certain steps to contribute to the
environment such as “travelling alone so that there is minimum wastage.” His behaviour can be
classified as goal-directed behavior which “consists of making a deliberate decision for a sustainable
option” (Penz, et al. 2017) Additionally, he even partakes in green initiatives when he is travelling such
as getting “trekking groups to clean up the Himalayan trail”. When asked what his major challenges
are with regard to sustainability, he adds that one has to “plan it on their own”. If you are planning for
sustainable travel you have to be sustainable yourself first.”
Liam (Never Used): On the other hand, Liam too travels as much as Rohit. However, for him
sustainability is the least of his priorities. His priority is covering as many places, and sustainability is
not a criterion he considers when travelling. For him, it’s as simple as “book the tickets and go”. He
says that he “doesn’t see many airlines or hotels advertising about it much”. When asked if he takes
any measures to be sustainable, he curtly says “call me a negative person, but I don’t think one person
can make much difference.” With respect to travelling, he adds that “in another country, no one cares
much about their carbon footprint”.
Asami (Socially Responsible): Asami is a person who partakes in several socially relevant initiatives.
Currently she is working with 100 Minds for the cause of children's welfare. Her perception of
sustainable tourism is inspired by her everyday life, which is helping local communities flourish in any
capacity through tourism. She added, “I think more emphasis should be put on local people. Local
people should get the benefits that these agencies get by using their resources.” She believes that
travel experience is much more enhanced if you interact and learn about the local culture like
practices, food, etc. Since she travels a lot, she believes the “experience gets much better if you
interact with the locals.” For her tourism is not only about travelling but learning from the local
communicates and helping them grow.

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Priyank (Rejector): Finally, we have Priyank, who doesn’t take many sustainable initiatives in his life. His
ideology is on the extreme end, where he doesn’t feel the need to be sustainable as he feels he won’t
be on the receiving end of the detrimental impacts of environmental degradation. For him,
convenience is a high priority, and being sustainable is work which he doesn’t want to undertake. To
back his statement he adds, “I never recycle in my life, it’s a huge task. I have better things to do”, thus
furthering his argument that he only likes to take measures that are convenient for him to implement.
In his interview, Priyank showed a degree of resistance towards changing his behaviour when it comes
to adopting sustainable alternatives. Penz, et al (2017) argue that, “often, not behaving
environmentally friendly is habit-related, convenience or reflects a personal preference”, which
appears true in the case of Priyank.
Sunando Sen, Tanhau Boutique Hotel: Sunando, owner of Tanhau, spoke to us about his inspiration to
open this property in the hilly jungle of Uttarakhand, India. A wildlife enthusiast, he wanted to provide
like-minded people an experience to be closer to nature, while providing the local community
employment opportunities and actively involve them in the preservation of the environment. He
proudly shared that his property is built from locally procured materials and by locally employed labor.
Additionally, his property runs on solar energy, and extensively harvests rainwater. Through this
project, he aspires for poverty alleviation among local families, and sensitize them about
environmental conservation and sustainable practices to preserve the forests in the area. Currently,
they are waiting for their Green Key Certification to come through.
Ann McCabe, Sandymount Hotel: Ann is a member of the Green Team at Sandymount Hotel, Dublin,
who we met at Inspiring Sustainable Tourism Conference at Croke Park on November 27, 2019. She
shared that the hotel is being recognized as “Europe’s Leading Green Hotel” for the past three years.
Installing aerator showers has helped them reduce water wastage and reduce costs and are working
towards becoming more energy efficient. They also try to buy local so that they can reuse packaging
and reduce waste generation. Their team is very active about sensitizing the staff and guests and
promote green activities in Dublin.
A diversified sample group helped us understand how people who are sustainable or want to be
sustainable are deterred from being the same when travelling. We could narrow down their travel
patterns and sustainability patterns. Kate, Tanvi, and Rohit are ranked much higher in the
sustainability ladder as opposed to Alex, Priyank and Liam. The former three showed more inclination
and receptiveness towards the emerging sustainability trends and are mostly deterred by the lack of
information and convenience. They have also shown an inclination to travel more if it has an added
advantage of positively impacting the environment. On the other end, “ignoring outlier behaviour

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can be costly” as Jill and Norton (2014) put it, thus making insights from Alex, Priyank and Liam critical
to understand why they are averse to the idea of sustainability in tourism and how can we position
the product better to try and change their attitude towards the concept. From the above findings,
we could safely classify everyone on a scale of 1 to 5, with 1 being the lowest and 5 being the highest,
based on their relationship with travel and sustainability. This will help us segment those who will be
willing to adopt new changes in tourism with regard to sustainability, as opposed to those who will be
resistant to it.
From each interview, we derived key learnings that we wish to implement in our innovation. Below
mentioned are the pain-points that our consumers face currently that inhibit them to travel
sustainably. Fran Samalionis from IDEO emphasizes that, “the customer segment decision then drove
all our subsequent decisions: it determined what features we would offer as part of the service” (Jill,
Norton. 2017), making our segmentation the core of our innovation development.
On the hospitality side, after speaking to Sunando and Ann, we realised that Sandymount undertakes
many green initiatives, but cannot be classified as sustainable property like Tanhau (Exhibit 4).
Recently, a trend has started among traditional hotels all around the world to implement some
degree of environment friendly measures, but the degree of sustainability can vary across properties.
As consumers are looking for eco-friendly and sustainable options, in some cases are misled or green-
washed by hotels that claim to be more “green” than they actually are. The term “greenwashing”
plays to this effect, which is described as “the act of misleading consumers regarding the
environmental practices of a company or the environmental benefits of a product or service”
(Delmas, Burbano, 2011)
Consumer
Segmentation
Product
Category
Expert Never Used
Customer
With
Constraints
Never
Heard Rejector
Early
Adopter
Early
Adopter
Type of
traveller
Sustainable
Traveller
(Rohit)
Unstainable
Traveller
(Liam)
Aspirational
Sustainable
Traveller
(Kate)
Indulgent
Traveller
(Alex)
Non eco-
conscious
(Priyank)
Eco-
conscious
(Tanvi)
Socially
Responsible
(Asami)
Frequency of
travel
5
5 3 2 1 1 3
Eco-friendly
attitude 5 2 4 2 1 5 4
Awareness
with concept 5 4 3 1 1 2 4
Degree social
responsibility 5 2 3 2 1 4 5

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Findings after Going Extreme Ourselves
Manish is an avid traveller who likes to explore new cultures and places. He described one of his trips
to a village near Chitkul in Himachal Pradesh, India as extremely sustainable. He travelled on foot or
by state-run buses to limit his carbon emissions. Instead of a hotel he lived with a localite, Mr. Narayan
and family in a boutique homestay. The family and other local villagers usually spent their day picking
apples and plums to make jam, and Manish contributed to the process during his stay. When he was
out and about, he would mostly eat locally grown fruits to minimize waste generation or share a meal
with the people he encountered. Additionally, he usually carries reusable utensils such as a small bowl
and spoon so that he doesn’t have to use single-use or disposable cutlery. To wrap up, he adds that
people should know what sustainable tourism entails, as it could easily be perceived as a rosy concept,
but it's altogether another ball-game when it comes to adopting it. He mentions a few points such as:
1. The hardships in travelling sustainably can be more than traditional travel.
2. Attention to detail is a must. Avoid impulsive actions like buying bottled water etc.
3. Information online is limited. Adaptation and improvisation is key.
4. Slow mobility and eco-friendly transport should be prioritized whenever they can be.
5. Minimum trash should be generated, and disposal should be responsible.
6. In most cases, to travel sustainably, one will have to forego convenience
Figure 1: Flowchart model leanings from each extreme customer of unfocus group

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Netnography Findings
Ellie and Ravi, a British-Indian couple take to their Instagram and blogging platform to share their
adventures around the world, which they insist is “travel with conscience”. As content creators of
@soultravelblog on Instagram, they constantly emphasise the need to travel more sustainably. The
couple describes their sustainable travel experiences in detail of choosing homestays over resource
exploiting properties, eating at locally owned restaurants, supporting local artisans etc to make a
positive impact during their journey. Similarly, there are many other social influencers who promote
sustainable tourism to their followers through various platforms (Exhibit 3). #sustainabletravel has
more than 2.5M posts on just Instagram, proving that it is a growing trend.
Some of the most common practices sustainable travellers usually undertake are:
1. Limiting air travel and choosing low-carbon emitting modes of transportation
2. Not using disposable products and reusing and recycling anything they can.
3. Sustainable accommodations- homestays, boutiques etc over traditional properties.
4. Supporting local businesses.
5. Not engaging in activities that exploit animals, biodiversity and natural resources.
6. Travelling in the off-season to prevent over-tourism .
Unlike regular travellers, who necessarily do not always think of the environmental and social cost of
their travel, they believe in knowing the measurable impact of their travel and make conscious efforts
to reduce their carbon footprint. As extreme travellers, they pay attention to every aspect of their
trip and are hyper-sensitive to all factors that could potentially cause harm to the environment. Since
the concept of “sustainable travel” is relatively new, it often requires an eco-traveller to put more
effort to unearth experiences that align with their cause. Their attention to detail in terms of
sustainability sets them apart from regular travellers, hence classifying them as “extreme”.
Our Product
After intense research, we innovated a B2C model for sustainable holiday planning through a website
with features such as- sustainable accommodation, activities & transportation. In addition, it will offer
a social network-like profile page for people to share their sustainable travel accounts.
Through our interviews, we identified what are the pain-points of each customer and came up with
features to cater to them, such as-

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1. Transparency: Showing details of carbon footprint on each stage of trip planning.
2. Quantification: Measuring consumer’s contribution of positive impact that will be visible to
them on their social profile
3. Rewarding & Recognition: Incentivising & applauding sustainable travellers.
4. Sustainability: Promoting sustainable travel offerings on website to bring more people on
board
5. Customisation & Personalisation: Online platform to choose sustainable options based on
individual needs
6. Carbon Offsetting: Offsetting flight/ transport Co2 emissions for free
As our extreme consumers have said, there is no “transparent”, “mainstream”, “streamlined source of
information on a single platform” to provide such services. Hence, we want to build a platform that is
a combination of LinkedIn and Booking.com for sustainable travel. We believe that in this era,
travelling is highly influenced by social media, thus want to incentivise more people to promote
travelling sustainably.
How to incentivise Customer Experience (Cx)?
To provide extra-added value to our customers, we want to add a “feel-good” factor in quantifiable
terms and ensure retention and engagement with our customers.
·Privileges: Loyalty Program for positive impact travellers and regulated membership level.
Partnerships with other sustainable brands that contribute to local communities and have lesser
negative impact on the environment.
·Alliance: ‘Positive Impact Points’ (PIPs) earned for each trip component and booking. PIPs can be used
as cashback against future travels, to purchase carbon offsets or to support sustainable
development projects. Tiered membership levels depending on points earned.
·Quantify the impact, make it feel good: Clearly quantify & explain the positive impact contribution
made by the traveller in real terms on our online website for each trip.
How to build customer trust?
As we are addressing a major social & environmental problem, expertise in our product category is
even more important than traditional businesses. In order to build our credibility and trustworthiness,
our website will offer-

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Certifications: Certification in tourism has always been a continuous debate especially as less than 1%
of tourism industry suppliers are certified. Some of the well-known certifications for ecolabeling are-
a. Green Key: A leading and internationally recognized eco-label which has strict criteria
and set rules to certify the properties that fully honour the environmental
responsibility and sustainable operation within the tourism industry in 57 countries.
b. Similarly, we’ll bring on board green and sustainable certifications like – B.Corp, GSTC,
The Long Run, Earth Check which will help us become credible for our customers.
Partnerships: Partnering with well recognised or government organisations like – Failte Ireland, Eco-
Tourism Ireland, National Geographic, WWF, UNWTO etc will provide a strong foundation of trust.
Strong Advisory Board: An advisory council of thought leaders with relevant experience, who will help
us shape our strategies & steer our social conscience.
Sustainability Scores, alignment with SDGs: Transparent, easy to understand proprietary
‘Sustainability Score’ for all accommodations/ activities/ travel partners we list. Listing will be done if
a property complies with the UN Sustainable Development Goals and scores according to a criteria
or scale (Exhibit 5).
Product Layout
Filters: To make search easier for travellers based on varying criteria, such as pet owners, zero-waste
lifestylers, environmentally conscious people, sustainability score, carbon footprint scale. This was
decided after analysing different extreme consumer needs based on lifestyle choices.
Figure 2: Quantification and transparency on accommodation search page with clear impact

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Positive Impact Points: This will show how many points customers will earn after choosing a particular
property or activity. For each offering on this website, customers will be incentivised with positive
impact loyalty points.
Positive Impact Contribution: This
will show clear quantification in
absolute terms if customer selects
any service (accommodation/
activity/ transport) on the website
Similarly, our activities displayed on
the website will have clear
quantification metrics of
sustainability and carbon footprint.
Social Network Profile: This will help in measuring overall Cx impact through all the sustainable trips
taken by the customer. It will be a dashboard to have clear overall positive impact metric in
quantifiable terms. It will help maintain a social media profile of “sustainable travel” to promote it
Figure 3: Quantification and transparency for activity or experiences
Figure 4: Social Network Profile layout

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among the community of responsible traveller through UGC (User Generated Content). It will help
make the concept mainstream and trending to attract new audience. Activities and accommodation
can be rated by customer based upon their sustainability and environmental impact. It will allow
travellers to share their photos and videos within their community and inspire other travellers. As our
main target audience will be Gen X and Gen Y, the impact of social media platform will add “cool
factor” in the trend of sustainable travelling.
Product Learnings
1. It is not always possible to avoid the emissions generated by transport, the only option we
can offer is carbon off-set.
2. Quantification and transparency is valued and highly needed when it comes to sustainability
3. We want to promote a lifestyle and behavioural change rather than come up with a disruptive
innovation.
4. To identify a product or service as sustainable, consumers depend on a responsible authority
to check the status on their behalf.
How does it different from existing solution?
Over the last couple of decades, “sharing” or “collaboration” of resources is trending because
consumers feel that it is better for the environment. Companies like Airbnb, & Booking.com are all
Airbnb Booking.com Our Product Better Places
Accommodation ✓ ✓ ✓ x
Activities ✓ ✓ ✓ x
Social Profile ✓ x ✓ x
Rating and Reviews ✓ ✓ ✓ x
Quantification x x ✓ x
Blogs about
sustainability
✓ ✓ ✓ ✓
Incentive to customer x x ✓ x
Benefit to local
community
x x ✓ ✓
Eco-friendly holidays x x ✓ ✓
Carbon Offsetting x x ✓ ✓
Customisation ✓ ✓ ✓ x
Flights Co2 offsetting x x ✓ ✓
Table 2: Competitor analysis matrix

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adopting greener practices. Most of our competitor's green practices are mainly around giving back
through CSR or as a charity, instead of empowering consumers to contribute towards these goals.
In such a space, Better Places is one such social impact holiday website which operates in Latin
America, Asia & Africa, and is our only closest competitor. However, they do not give clear metrics,
transparency, & customisation, like we plan to do. Currently, there is no global brand in the tourism
industry which is giving direct control to the consumer to engage in sustainable travel practices.
Marketing Our Product
Since we identify ourselves as a social enterprise, we need to clearly define both, our customers and
our community impact, as opposed to traditional business that focus only on customers. The
marketing for our product will be more off beat than traditional travel platforms, as we are
challenging the status quo of how people travel. Throughout the customer experience, we want the
brand mission to stand out, so that people can align with the cause of sustainability, and we can
differentiate ourselves from our competitors. Communication strategies motivate customers to
behave sustainably by raising awareness as well as by informing and educating them about activities,
offers and consequences of their choices. Some factors to consider are:
1. With the trends of both sustainability and travel growing, there is a degree of “cool-factor”
associated with adopting a greener choice when travelling. The concept itself has the
potential to gain traction organically.
2. To promote our product, collaborating with bloggers, social media influences, and
sustainable travellers will generate content for reference and awareness.
3. We want our platform to be highly interactive so that people can engage, learn, and adopt
sustainable travel practices through interactions with each other.
New Product Development Learnings
When building an innovation, it is integral to “identify major attributes and benefits that customers
value” (Kottler, Keller, 2016). Sometimes the needs can be invisible or latent, and sometimes they can
be obvious and aggressive. It is necessary to tease out the nuances that can provide long-term value
to our customers. Secondly, it is important to analyse how do customers make ends meet in the
absence of our product, what alternatives they choose, and how much will the introduction of our
product challenge the status quo.It is essential to “interact with individual customers to improve your
knowledge” (Kottler, Keller, 2016), about what they want. Pain-points derived from extreme

17
consumers give insights about existing gaps, and high-quality feedback can emerge to bridge it.
Lastly, insights from each kind of consumer is integral, be it a product category expert or a rejector.
These learnings help identify what works best and what is lacking, giving us scope to enhance product
quality on these variables.
Limitations of our Approach
1. Since most of our respondents came from all over the world and weren’t available in a time
and space at a singular time, we couldn’t conduct an unfocus group, and chose just to stick
to the unfocus interview format. The unfocus group in addition to the interview, could have
potentially given us more complex insights for our product development.
2. We also feel that our sample size had the potential to be larger and more diverse, as we could
explore more varied lifestyles and relationships- such as veganism and tourism, or zero-waste
lifestylers and tourism, or people who dislike travelling altogether, among other things.
Conclusion
Through our interactions we realised that the concept of sustainability has many different
perceptions, and sometimes they are confused with other green concepts, which prevents people
from being entirely sustainable. Hotels and the industry at large, are also diluting what it means to be
sustainable through a series of eco-initiatives, which are more efforts to market themselves than to
be truly sustainable. The lack of accurate information and transparency has made it difficult to
harness the ground reality of such eco initiatives and triggered us to think as to why there isn’t a
product already in place which collates such information.
Sustainability is a raging concept in today’s day and time, and industries need to adapt to cater to this
demand among consumers who want a lifestyle shift. People recognize their major pain-points and
seek for solutions that can make such a transition easier and more convenient. Most people who want
to be more sustainable in life, and subsequently when they travel, are limited by the lack of
information and ease of access. Our platform wishes to translate this consciousness to be more
sustainable into an actionable plan which consumers can implement on an individual level. Sustainable
tourism is a trend that has the potential to be mainstream if consumers are provided with the right
kind of tools and platform to incorporate it in their everyday lives. Equipping them with the right
information and opportunities for exploration will help the industry make this shift faster and more
efficient.

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Appendix
Exhibit 1: Newspaper articles showing the threat of climate change and over-
tourism.

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Exhibit 2: Need for sustainable tourism to tackle environment degradation

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Exhibit 3: Instagram pages of various bloggers who promote sustainable tourism.

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Exhibit 4: Instagram pages of Tanhau and Sandmount Hotel, two properties that
undertake many eco-initiatives.
Exhibit 5: The Sustainable Development Goals are a collection of 17 global goals
designed to be a "blueprint to achieve a better and more sustainable future for all".
The Sustainable Development Goals (SDGs) are a collection of 17 global goals set
by the United Nations General Assembly in 2015 for the year 2030.

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Rohit
Interviewer: Can you tell us about yourself?
Respondent: I am an extrovert I travel a lot
Interviewer: Can you categorize one thing while you are travelling what is that one thing that
motivates you the most?
Respondent: For me it’s like exploring things in depth, knowing about cultures nature around that
place.
Interviewer: How do you generally travel with friends, family or alone?
Respondent: I will travel with my friends but I prefer travelling alone even I am going somewhere I
travel with 1-2 friends not with big groups but I use to take big groups but that is different thing.
Interviewer: Is there any specific reason why you prefer to travel alone or in small groups?
Respondent: The thing is if I am travelling in bigger groups I cannot be who I am. Basically I cannot
accommodate everyone’s needs because I think everyone has a different mindset they want to do
something different and I am that kind of a person who believes more in experiencing things rather
than just touching things or shopping.
Interviewer: In that sense how many days do you travel for?
Respondent: It depends on how much time do I have. I can do it in 3 days but I prefer having more
time and actually absorbing that place knowing their culture history even knowing the people
better. Having local food if I am their I have time I will like to learn all the minute details and essence
and uniqueness of that place. I prefer exploring that.
Interviewer: What according to you is sustainability?
Respondent: In a nutshell it’s the need of an hour it should be there in everything I think like the
lifestyle you are having climate change and all these things are coming up in News Greta Thunberg
even world leaders and countries are taking some action. Even groups are coming up which are
taking action against climate change and these kinds of things.
Interviewer: Do you consider an active learner of this topic?
Respondent: I believe that I am conscious regarding this topic I. try to reduce my carbon footprint I
try to minimize the effect I have on the earth I try to manage that. It is really difficult to manage that
because you are staying in a city. You cannot control certain things.
Interviewer: Given the choice would you not be staying in a city?
Respondent: I definitely would love to move to mountains where I have my own mudhouse and my
own organic farm, cows and have good happy life that would be my childhood dream eventually I
will be there only.
Interviewer: How do you think one can sustainably travel?

23
Respondent: I believe that one can just minimize the garbage first of all one can get that back with
them if you are taking a chocolate or water bottles try to get that garbage back with you I believe
that in travel going to explore the beauty of that place I believe that otherwise no one would be
going to that destination. It will be lost if we try to just and put our garbage in that place also I
believe that there are a lot of organizations are coming which try to undercut the local people and
local people have nothing to do so I believe you should purchase locally. The basic thing I believe
every traveler should do is take their water bottle and fill water from places rather than buying
water bottle every time. Because you know the problem is over tourism also places like Iceland are
getting harmed because of the Instagram age and like social media this thing is doing more harm
than good that it should have done all this can be minimized.
Interviewer: Have you seen any of your friends trying to go to same place because they have seen
the same place online?
Respondent: I have seen it from my experience only. I have been travelling for more than 15 years as
a kid when I started this it was for appreciating the nature around me and exploring new places
which people are not usually doing they are more pristine kind of places.
Interviewer: What places they are if I may ask?
Respondent: It was in Himalayas. A tiny village called Jibli. Through my personal experience I am
telling you this thing how I have destroyed that place. I believe that because when I posted a
picture. I use to be very active member of my college societies. I was the only one who use to carry
rucksack and go to places other students are just studying. That time there was no travel boom.
Kind of like me people who started travelling going every weekend to some destination even like
posting pictures and all others are going to the same places and even asking me. Personally there
was more than 1000 people going to that place after my recommendation even college groups
going offsites happening.
Interviewer: You personally think that has done no good?
Respondent: Yeah. I think it has done more harm. Now I go to that same place I see that place has
gone like the same waterfall I use to sit at has now become a commercial place. That is selfish also
saying that I have been there before everyone but this is trend which is happening and every place
is getting destroyed. Iceland is the perfect example for this how they are tackling the situation right
now they are like. Pictures of Iceland are unique like you won’t find that kind of landscape anywhere
in this world. Now when people have started seeing Iceland everyone goes there they loiter around
put a lot of garbage. I have seen people like even if there tyre punctures they just through that and
just move on so this is much more of a warning sign for us. Recently Iceland also banned tourism last
year now countries are taking actions against this.
Interviewer: So are you saying these are the kind of things that shifted you from a conventional
traveler to sustainable traveler?
Respondent: I have seen places getting destroyed because of the trend which I have noticed.
Interviewer: This has been your motivation to travel sustainably?
Respondent: Kind of. I personally believe that now I should travel alone so that there is minimum
wastage. Even when I was in college I saw this issue I collaborated with an NGO called waste warriors
in India so we use to pick garbage in places like these. I worked with them for 2 years while I was in
college I also use to take students with me for that. I was actually sponsored by government of India

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for putting forward eco tourism. That time I use to take a lot of trekking groups to clean up
Himalayan trails and clean a lot of garbage and get back the garbage we use to sell that garbage.
Interviewer: We do understand that you have been travelling for 15 years can you please tell us
which trip was eco friendly?
Respondent: My trips are generally like that only. Top of the list there is no one particular trip that
fascinates me they all are experiences I bilevel in like digging deep into places it’s like stories each
place has different stories like Ladakh I love Ladakh they have sustainable practices but they also
have a lot of unsustainable practices which can be seen by operators that are there in that
destination even the tourist that are going there no destination is particularly sustainable each
destination has it’s pros and cons I like having my own experiences like doing things on my own and
creating value out of it.
Interviewer: How often are you able to travel sustainably?
Respondent: Right now what I do is I’m travelling around Dublin I have a cycle I cycle around and I
make sure that I have as much as less carbon footprint I prefer eating fruits and all fill up my water
bottle this is like my weekend routine if I am going cycling trips around and produce less garbage. I
make sure that people that are traveling with me don’t harm the environment
Interviewer: You feel that you are able to travel sustainably every weekend?
Respondent: Yes. whatever is possible from my end I try to do.
Interviewer: Coming to instances when you are not able to travel sustainably? What are the factors
that deter you from travelling that way?
Respondent: There are times when I am not able to travel sustainably like when I go in groups
because different people have their own mindset they look for their own comfort rather than
thinking about the environment at this level. I am even concerned about the wildlife as well they are
not everyone has their own thinking maybe I have travelled seen the negative side that is why I
believe like it is the need of an hour.
Interviewer: What are the challenges for layman who is travelling and trying to travel sustainably but
they encounter challenges what are the top challenges?
Respondent: Major challenge what I feel is. First of all it is very fancy term sustainable travel I feel so
because the thing is growing up we have been taught different definition of travel. If people were
told this is how you travel and this is the way it should have been then it would have made more
sense. Now nobody told or taught you how to travel sustainably so people are not aware of this kind
of thing like people don’t know what is sustainable travel like if you think in depth what is the
problem with the destination you are traveling. Now in the Instagram age people are just going to
places clicking pictures and then going back. They are not actually exploring the place or interacting
with the local people like what kind of food they have their culture how they live. Then the
destination is much more beautiful and you learn from it. Now it’s only about taking picture and
going back they don’t even care about the place they just loiter around. I think they should be
taught the basic ethics or rules for travel and how to respect that place wildlife. Even how you can
contribute to their economy generally what you see now is third parties are coming and just cutting
the local employment.
Interviewer: How much do you usually spend on travelling sustainably will you be willing to spend
more or less?

25
Respondent: Obviously if you want to travel sustainably you need more time first of all generally it is
higher price I don’t mind paying extra price I generally plan it on my own what I do is I go to that
place and find some local home stay or small accommodation and should be made out of local
resources not just concrete jungles like cities I hate cities honestly. when I travel I try to take an
experience of sustainable accommodation there are a lot of such places where people have their
own farms and water harvesting things like that. Now a lot of properties are becoming sustainable
and it is becoming easier to choose these kind of properties because of the Airbnb kind of model.
You can choose homestays now like shared property I prefer staying in shared home stays with
families you can minimize the resources like hotels are only for guests. Shared home stays makes
more sense for the environment and it gives you better sense of that place.
Interviewer: What matters more to you travelling sustainably or travelling to sustainable locations?
Respondent: Travelling sustainably
Interviewer: What are the other current challenges while you are trying to book these kind of trips?
What do you think is missing?
Respondent: People have started promoting these things at individual level I know this because my
friend circle is like that. I see few companies coming in and trying to take their stand but they all are
fragmented. There are ngo’s like there is one ngo in Uttarakhand who. Are trying to promote their
Properties but are not taking it to next Level like just one property I prefer having these kinds of
properties everywhere.
Interviewer: Where do you get this kind of information?
Respondent: I mostly get this kind of information through my networks or social media.
Interviewer: How do you promote people to travel sustainably? How easy or hard is it to shift?
Respondent: I motivate people at my personal level by like social media feed. I keep pushing
negative impacts of travel I don’t prefer tagging new locations and say that openly I am not telling
you location you have to earn it. Ultimately you have to earn your own travel experience so I tell
them this. I generally show negative impact of tourism in crowded places.
Interviewer: How easy or hard is it to convince people?
Respondent: It depends everyone has their own views like. A lot of people give feedback to me like
you are doing good I don’t get negative feedback because people don’t generally say it to your face
because it’s your own opinion. I won from my own friends that most people don’t think at this level
but I know a lot people are interested in sustainable holidays. Teaching their kids to be more eco-
conscious.
Interviewer: What are the challenges they generally face?
Respondent: They have to plan it on their own. If you are planning for sustainable travel you have to
be sustainable yourself first.
Interviewer: How do you think organizations or government can incentivize more people to travel
sustainably?

26
Respondent: I think how electric vehicles have been promoted among consumers these days in the
same way we can incentivize your audience or consumer to promote these things.
Also promoting the companies how are trying to encourage sustainable travel. Give tax benefits like
electric vehicles.
Interviewer: If you could how would you revolutionize this industry?
Respondent: I think if it becomes a trend like people have wework now people are believing in
shared economy like having sustainable office spaces. We should make it a trend that it should your
style of travelling.
Interviewer: How do you think people who are sustainable in everyday life are not able to travel
sustainably what do you think is the Main problem.
Respondent: I think they don’t have enough alternatives. They might not even know what is
sustainable travel like how much impact are they making on nature
Interviewer: What are the 3 things according to you that can promote sustainable travel?
Respondent: I think there is an industry need right now companies like interpret travel which is
Europe largest travel company they should become more sustainable and ethical in their practices.
I think an industry shift is needed. It is needed from both end we cannot blame govt it is the
responsibility of the traveler and there should be a supply as well of these things. Supply should be
more sustainable as well as the people who are travelling should be conscious
Priyank
Interviewer: Do you like the fact that Europe is cleaner than India?
Respondent: It’s alright, it’s clean and there are no stray animals.
Interviewer: You don’t like stray animals?
Respondent: I mean not on the road if there is a cow moving and they just shit on the road that’s not
nice to see
Interviewer: What’s the main difference you see?
Respondent: Clean water, clean air, roads better food it’s cold.
Interviewer: Why do you think that is lacking in India?
Respondent: Because of pollution a lot of companies are there and no government regulation.
Farmers burn crops and there are no system to take of this.
Interviewer: What do you think is your contribution of how life is back at home. what do you in
everyday life to reduce these problems?

27
Respondent: I water my plants if my mom forces me to. I use to litter not anymore. My friend bought
that change in me to prepare me to move outside India. My friend was very passionate about these
things use to post a lot about these things on insta so that helped me to stop littering.
I have never recycled in my life
Interviewer: Why not?
Respondent: It is a huge task. I think I have better things to do.
Interviewer: Do you think these actions have any consequences for the environment?
Respondent: What actions? I have stopped littering I use a ac and refrigerator like everybody.
Interviewer: Do you try to do any thing on your end to improve the conditions?
Respondent: I switch off the lights if I’m not in the room because electricity is expensive. I do it to
save my money not the environment.
I’m staying on campus where I don’t have to care about the electricity bill so I don’t bother about
switching the lights off.
Interviewer: There are many environmental discussions happening at the moment what do you
think about them?
Respondent: The most famous one is over-rated..
Interviewer: Why do think it’s over-rated?
Respondent: There are better ways to go about it making noise on social media is not going to do
anything. There are people who are approaching this in a. better way. There is a Instagram model
called Alexis ren she just posted a video about replanting coral reefs that’s how you use your
followers to raise awareness not by making noise on a platform where you are not capable of doing
anything and you are a hypocrite as you are moving around in yachts in different part of the world
and you are talking about sustainability and being eco- friendly makes no sense.
Interviewer: There is a research that says that it’s more sustainable to travel through slow moving
transports such as yachts over airplanes?
Respondent: She could have a taken an airplane which distributes the fuel between 400 people
whereas in yachts you are spending fuel on 4 people.
I am sure her parents own a private jet in which she’s ferried around all over the world.
There is Leonardo di caprio who raised awareness when he won an academy award that’s how you
do it.
Interviewer: What more do you know about sustainability? Do you take any actions in your everyday
life for sustainability?
Respondent: Not consciously. Like I don’t make it a point to go out of my way to be sustainable.
It’s up to my convenience if I’m not getting late and I find a piece of trash on the road if I’m not
getting late I will pick it up if I’m getting late I don’t care.
Interviewer: Do you ever try to measure your impact on the environment?

28
Respondent: I don’t. I have better issues to talk about there are bigger issues in the world. I’m
concerned about myself first call me selfish. If I’m having a social interactions with my friends I will
not make it boring by talking about the environment. There are better things to do.
Tanvi
Interviewer: Tell us about yourself?
Respondent: I stay near the outskirts of the city I stay there because I prefer to stay near the nature I
don’t like the city center that much I feel more commercial and concrete then countryside that is
one of the reasons I wanted to come to Ireland because it’s a beautiful country with a lot of
offerings for nature.
Interviewer: You enjoy nature?
Respondent: Yes. I love wildlife love doing my bit for the environment I try to live eco-friendly life in
general.
Interviewer: What are the green initiative that you take on the daily basis?
Respondent: I feel each person’s contribution can have a major major impact I try to do the things
that I can on the personal level as basic as you know like I buy bamboo toothbrush because it is
those little things that add up if you are going shopping take a bag from home these kinds of things
I have been doing these things for a while now. I saw a picture in nat geo of a bird stuck in plastic
that was really hard hitting reality. I’m trying to be more eco-friendly/sustainable.
I think I’m more sustainable than most people and I actively do so.
Interviewer: Can you recall any green initiative that you have taken?
Respondent: I completed switched to organic food it is quite challenging back in India organic food
is really expensive. I took a course in college about genetically modified food. I even became
vegetarian for a few months. These are all things that I actively try I wouldn’t say I’m 100% successful
but I try to do my bit.
Interviewer: What was the trigger for you to think more sustainably.
Respondent: I love wildlife. I think the image I saw in natgeo just changed my perception of what
impact we are having on the environment. I don’t like to live in the bubble and ignore the realities of
the world. I actively try to see how I can improve. You know for eg I recently learned ordering things
online generates a lot of waste like my lipstick came in 3 layers of bubble wrap which is plastic all
these things I realise. Once you start noticing things you can’t unseen them.
Interviewer: Is there any measure you look at to measure the impact you have on the environment?
Respondent: I don’t think I don’t have the correct measure to measure it I know that there are a lot
of things that generate a lot of waste but I’m not able to quantify it. The lack of information out
there makes it hard to measure my impact on the environment even the positive impact.
Interviewer: What are the disadvantage of trying to be sustainable according to you?

29
Respondent: Like I mentioned the organic food thing it is really expensive it’s a deterrent. I think first
of all it is the lack of information/ knowledge and secondly it is expensive to be sustainable so how
do you get people to be more sustainable
Interviewer: How do you get your friends to follow these kind of things?
Respondent: People are basically designed in such way that they think of their immediate need it is
not pleasant people don’t want to be told all the time so I have faced these kind of things.
When I see people are receptive to these things I go discuss with them my point of views. I know
people who have turned vegan, people who make hand made soaps as they don’t generate any
waste.
Interviewer: Do you see any quick observations from sustainable people?
Respondent: I have a friend who was working on a idea of not generating waste from make up she
was collaborating with a company which would refill your make up bottle instead of buying a new
one. I have friends who avoid buying food in plastic. people are taking initiative and motivating other
people to take steps so that is great to see.
Interviewer: Do you generally take trips?
Respondent: Yes. I love travelling
Interviewer: Do you understand the concept of being sustainable while travelling?
Respondent: I understand sustainability. I know what tourism is but as a concept I don’t know how it
works. I can think of few things which I do in my daily I can do while travelling I don’t know the
impact of sustainable tourism. I know tourism is very polluting as an industry if you go to any lake in
India you see how much trash the people have put there that is not nice to see.
I will do the things I do daily when I travel but I don’t know if it will qualify as travelling sustainably.
Interviewer: What would motivate you to travel sustainably?
Respondent: I think there should be more information out there for this because I haven’t heard this
term.
Interviewer: What could be your motivation to know more about this subject?
Respondent: I love travelling and it would be great if I could make a positive impact while I’m
travelling.
Interviewer: Do you know any of your friends who travel sustainably?
Respondent: I don’t know if they travel sustainably or just travel with their current behavior.
Interviewer: What are the challenges they might be facing?
Respondent: If a person is vegan they might not know where to find that type of food when they
travel. I don’t know if I burn to much fossil fuel in a place when I’m travelling. I don’t know if I indulge
in any practices which harm the environment while I’m travelling. I would like to know more about
sustainable tourism as I know travelling generates a lot of waste.

30
Aasami
Interviewer: What kind of organization are you working with?
Respondent: I’m working with 100 minds organization it is basically an social enterprise started in
2016 that brings together 100 students to raise money for charity called temple street for children.
Temple street is a charity for children who don’t have enough funds to be able to get better they
are suffering from different illnesses. All students come together and raise $1000 each.
Interviewer: Why do you raise funds for them?
Respondent: Its for a good cause and I was a participant last year and one of the reasons why I
participated was because like in everyday life we don’t really think about what is happening in the
world we feel privileged to be able to like walking having this education there are a lot of children
out there who are not supported. They don’t even have good conditions to live in everyday life we
don’t think about that. If you look at the videos you will definite and people ly see why they need
that money. The
Interviewer: There is an unequal distribution of wealth like these kids don’t have money that is why
you are raising money for them?
Respondent: Temple street foundation raises money for ill children. The hospital doesn’t have that
much equipment to treat all the children so they need all the funds to get better and more
equipment.
Interviewer: Do you travel?
Respondent: I love travelling.
Interviewer: Do you travel for any causes?
Respondent: Yes. I do.
Interviewer: Do you travel within Ireland or abroad as well?
Respondent: Abroad and within Ireland.
Interviewer: Do you plan your own trips or take helps from travel agents?
Respondent: I usually travel with my friends and I use websites like booking.com. when I book a hotel
or an Airbnb they usually come with a tour. When I travel with my family they usually book it with an
travel agency.
Interviewer: Who are the people who are guiding you on the tour locals or from the companies?
Respondent: People from the agency. Sometimes there are local people but usually people from
agency.
Interviewer: What do you feel about this unequal balance?
Respondent: I think it’s unfair for the local people. I guess most of the times there is an unequal
balance between the travel agency and local people. As local people usually suffer because of these

31
big companies undercutting them. Customers who book through travel agents feel safe like I’m
from japan so we are scared to travel usually we feel safer to book it through travel agency. I have
been travelling a lot and I do feel the experience gets much better if you interact with the locals.
You learn about their culture, food you don’t get that through travel agency. I think this part is
neglected and I think more emphasis should be put on local people. The Local people should get the
benefits that these agencies get by using their resources.
Interviewer: How can we make the local contribution better?
Respondent: A lot of people fear going to new places in Japan. I think there should be more
emphasis on how you can interact with local people and get to know their culture and learn from
them. This can help the local people as well as the tourist will spend money which can help the local
communities to grow. There should be more advertisement about local experience and home stays
so that the traveler also get to know about these things.
Alex
Interviewer: Hi, so today we are sitting with Anjali. I believe she has a whole month of travelling
coming up this year and she loves to travel, and she is studying in Dublin. So, today I will ask her
about her experiences and what she loves about travelling. So, are we okay?
Interviewer: What do you love about travelling?
Respondent: Travelling to me as a person it changes your perspective about where and how you
live. It’s about exploring new places; it’s about exploring new food which is a big part of human’s life.
I feel like it encourages me more day by day to be this better version of myself because of the newly
found perspective and new learnings.
Interviewer: So, can we say you are an avid traveler, or you generally travel when you get time?
Respondent: See I generally travel when I get time if its fits in my schedule. I do try and make more
time to travel as and when I find time or I plan it out certain way but yes, I do travel only when I can
when everything is in place and I feel like I can get out now.
Interviewer: So, what kind of trips do you usually take?

32
Respondent: They are mostly just leisure trips; you know I love being able to go to 5-star hotels and
you know just splurge money, like very luxurious trips. So yes, I am an indulgent traveler. See the
point being I work so hard I make enough money and now I just want to spend it I don’t like looking
back on anything. Even comfort per say.
Interviewer: I believe you have a few trips lined up this year, right?
Respondent: Yes, absolutely this year I again promised I would make time for myself to travel more.
Basically, just explore the places I have not been to before.
Interviewer: Could you just paint me a word picture of what an ideal travel trip looks like? How do
you get from one place to other what do you do to make bookings? Give a more detailed idea of
how you travel?
Respondent: Yeah, so it starts with the whole decision-making process as to where I want to go and
what are the kind of experiences, I want to experience this time. So, it also depends on the kind of
people I’m travelling with, so they are generally mostly with my friends. I travel very less with my
family I should say because they are mostly just busy. It generally also depends on the kind of trips
my friends want to take. So, we just look up destinations we want to go to and also the places that
are nearby. If we are totally feeling very indulgent, we put a filter to only prime properties or you
know properties that have like a lot to offer. Where it’s beautiful and it also has a lot to offer around
it. Like mainly tourist attractions. More like conventional tourism. Because I feel like it’s just quick. I
feel like being in these places where its already built for a tourist just reduces the time of wasted
effort as to where to go next.
Interviewer: Like a very relaxed holiday, right? Can you tell me about one of the recent trips?
Respondent: Yeah, so the last time we went to Thailand. My friends, with my colleagues so we were
around 25 people and it was at this 5-star resort where our office was sponsoring for us. So, we
basically just enjoyed for 7 days. Very spoilt I would say, we basically had everything at our disposal.
We had the open bar for 5 days. We could just order whatever we wanted, and we had 50% paid
food. We also had one day conference. So, it was quite relaxed, we didn’t have to do much and even
when we got out of the resort the walking street the main party area was right next door. It was like
a proper tourist place where you know we just gathered to unwind and chill.
Interviewer: Do you also take trips what involves let’s say hiking? Or like more nature involved? That
could also be luxurious in nature?
Respondent: So, hiking I feel like it’s too much work. I feel when you are in groups like this and you
are travelling with your friends. At least most of the times when I go with my friends, I feel like

33
nobody really wants to go do too much work. Take 10 hours out of your schedule where you are
already in transit for so long and then plan out an entire hike out of 4-5 days. Nobody has the energy
to do that, because by the end of the night we are just drained out and then we also have to party
right check out the night life of the area which is important. Me as person if you ask me, now this
time without the friend’s aspect. I would say I do enjoy a hike or two at times when I am in the mood.
But I wouldn’t really travel all the way just to go do that. Maybe there are more interesting people
who do do that which is great. But I just want a more relaxed environment. I just look at it as a
holiday, not work.
Interviewer: So, could you tell us more about other type of destinations you travel to? If you had to
like rate the places you have been to and what you like the most of these places?
Respondent: I do check out social media a lot. I do look at the trending places. Places where my
friends are travelling and look cool. And the places they are tagging. I feel like it’s quite cool to do it
this way, because end of the day you also want the best of snaps to remember it a long time. I
generally also like travelling to scenic places. Let’s say Bali, but not the Ubad side which is the island
side which is the more quitter area. But more of the city center where there are more things to do
available easily.
Interviewer: So, you like a hint of civilization along with scenery?
Respondent: Yes, I can’t deal with it if my phones go out of coverage area for too long. I need to be
engaged with my friends and family as well. Keep them updated as to where I am and how is it
going. So, I like being a normal traveler who is in touch with the world but at the same time also
travelling sharing experiences. That means a lot to me also, when im being able to share that with
my close group and my immediate family and my cousins.
Interviewer: Can you explain what type of websites you use what filters do you generally use while
booking? How do you narrow it down? Are you very rigid?
Respondent: I do recollect one particular instance when this one time there was this resort I wanted
to travel to, and it is generally booked out. So, I remember we actually put the trip off for a month
just so we can go stay at that place when its available. Its again a luxury resort. The websites I use
are generally 3 to 4 of them. I don’t have time to do more if it’s all available at one place then I’m
more than happy to make the bookings from that website. I can’t research the same thing over and
over in different places its time consuming. So, I also do tend to look up immediate results. I do tend
to put up filters if I have anything at the top of my mind. But also, if I do know where exactly or any
particular place I do want to travel to where you know once in my head then I do make sure I keep a
check on it. I also take my friends advise as to where they have been recently and how their

34
experience was then I definitely takt that into consideration. It’s a lot earlier. So that’s how I go
about it.
Interviewer: Would you say you are price sensitive?
Respondent: Like I said I don’t always holiday. So, when I do, I don’t think twice I don’t keep a tab
mostly. But obviously I do keep a record of what I’m spending but I wouldn’t say that’s like my only
criteria. It doesn’t stop me basically. Or neither has it ever stopped my friends.
Interviewer: What kind of resorts are these? Do you think they are mostly similar in nature? What do
you like about them?
Respondent: Mostly when I travel to a new place, not just a place which is in my immediate
proximity. These kinds of places tend to generally offer a vibe that the city in general has to offer
you. In general, what the city is known for. The culture, the food, the vibe. So, these kind of places
within the luxury is also giving you a lot of what the city in general has to offer you at your own
comfort. Location is also priority you don’t want to waste time. So, yeah if you also ask me where my
time is generally prioritized it’s also a lot about food for me. Generally, there are places that have
months of reservation lists booked. So, we do try to enjoy the best of places and those are the
things we look up beforehand, so we don’t miss going there.

35
Kate
Interviewer: I am going to be interviewing Kate about her lifestyle here in Ireland. What she does
what she likes, and she is basically going to be taking me on a journey of who she is as a person.
Then we could move towards taking about how sustainable she is, and how she thinks she could do
more.
Hi Kate, thanks for your time. Shall we begin
Respondent: No problem at all, thank you for asking me.
Interviewer: Would you start by telling me a bit about yourself?
Respondent: Currently I am doing Digital Marketing in Smurfit. So, I’m a student in Dublin. My
lifestyle is mostly connected to college campus as I have three lectures a week. Although we are
finishing with our first semester, I try to be in college as much as I can to use the study rooms. I try to
bring my lunch with me here to campus whenever I can. I keep a coffee cup with me every day and I
have about five cups everyday while I study. I do get my own bottle to drink water from. Sometimes,
like today I forgot to bring my bottle, so I buy plastic water bottles and I feel bad about it. On
weekends, I like travel to a place nearby called Meath because my boyfriend lives there. I generally
also take my car there, because by bus it takes me longer. By car it’s like 45 minutes. So, my
weekends I generally spend there. It’s beautiful with a lot of hiking trails and a more peaceful
lifestyle. I go horse riding as well and rock climbing. So, that’s my hobbies. I enjoy nature, I love
nature. Like most of my weekends or like say now when I finish college, I’m going to spend all my
time outside as much as I can. Weather in Ireland isn’t the best for that, but I like being outside, like
going to bray on walks or to Howth to enjoy the nature and walking as much as I can. Not today, but
I generally wear apple watch and I keep track of my steps. I love when it shows my circle is
complete. That’s possibly why I like active stuff, it’s a like a mission. So yeah.
I generally also do travel. This year wasn’t a lot of travelling because I just finished my under grad
and moved on to doing masters. The last semester I spent abroad as well; I was there for 2 months
last year. So that was an exceptional year. Usually though, I travel twice a year on big trips, like Japan
or Dubai you know someplace far away. Otherwise, I also travel within Europe. So yeah, that’s usually
my lifestyle.
Interviewer: So, are you travelling anywhere during the holidays this time?
Respondent: This Christmas break I am going to Moscow in Russia. It’s my home country. Because I
like going home once a year and this time I’m going now and then I’m going to France with my
parents and my boyfriend a week after new year’s. And then I’m going to see my best friend in Milan
for three days just before we start next semester.

36
Interviewer: So, air travel is something you do quite a bit then?
Respondent: Yeah unfortunately it is. But I like Ryan air it’s the cheapest airline here in Ireland mostly
to go to Europe. It’s not the best quality but whenever I book through this website, I also see like a
CO2 sign it shows like reducing emissions and stuff, so I don’t feel too bad about booking through
them actually. They try to reduce their emissions in general, so you know. I try and tend to go by
trains and stuff whenever I can otherwise.
Interviewer: So, could you tell me more about the CO2 metric on Ryan air. What does it do exactly?
Respondent: I actually don’t even know. For me it’s like phycological. It’s more like oh this airline is
trying to contribute its part on being green like reducing emissions and stuff. But yes, I do like
airlines that tend to comply with certain amounts of emissions. They try to reduce it, that makes me
feel good as a customer or like the user of this experience. Even though I understand you can’t really
measure, because airline travel is so damaging to the environment but to a certain extent, I like it.
The fumes from the train are really bad as well.
Interviewer: Would you say you think about every action more consciously and generally find more
ways to be sustainable then? Do you live your life like that?
Respondent: My routine, yes defiantly. Every day I do think about it in some way or the other.
Recently even with my start up I tried to reduce production of cotton because it takes too much
water. Like production of one cotton shirt takes 7 gallons of water which is equal to one person
drinking 8 cups of water a day for 3 and half years. That’s insane yeah. I use quite a lot of make up on
a regular basis as well. So, I use to use cotton pads to remove my make-up. So, I started a company
to produce re-usable cotton pads and sold them on Amazon. So basically, they don’t wash up
completely like you can see they are still a bit stained, but they do the job and they are perfect. So, I
do this every day. I have a hybrid car and I use that. When I was buying it, they told me it’s really
good for the environment. You see it was a lot more expensive than the normal car, but I didn’t get
a fuel model. But I got this one and in future I want to get the electric car, but just now there is no
infrastructure in place, and it is a bit more expensive. It is difficult because my boyfriend also stays at
Meath, a place where it is difficult to find like charging stations even though there would a couple
around the city to charge it. I buy all my clothes from DePop, my favorite website I also sell all my
clothes there. So, I also save money and then it’s easier to recycle or reuse let’s say. So, I also buy
secondhand clothes. You know I’m trying to reduce my consumption of fast fashion. But
unfortunately, during travel like at the back of my mind I still think oh my god I’m doing such bad
stuff for the environment with all the flying and stuff. But travelling is something that you know you
don’t do that frequently and say you want to go to the States. Even if the cruise is less polluting to

37
the environment it would take so long and I’m not able to afford that because I’m student and I have
classes. Like two weeks on a cruise and two days you are there and then you need to get back. But
yes, I feel very bad about it. I also try to find ways to reduce and help in some way, I’m really
concerned.
Interviewer: When you are travelling, your priorities are little different from when you are back
home? So, how do you try and do things differently?
Respondent: Yeah, I have these odd instances where I can’t figure out and there is not too much
time to make decisions. I’m definitely not an extremely sustainable person in my life. But I’m trying
to get as close to it as possible. With travelling I see it more and more like I see people going oh we
are going to a hike holiday like we are reducing our carbon footprint and I’m thinking that’s so good
and so interesting. In terms of let’s say a small thing like make up reusable cotton, I always bring
them with me when I travel. I can’t even buy clothes on holidays. Like I was in China and got a lot of
unsustainable clothes and I never ever used them. But it just is kind of more of experience. Say in
Japan, I mostly ate outside in like these local places and they mostly always gave food in these
plastic plates and stuff I didn’t even think of it twice. But at home here like I would never do it,
especially in Ireland here they trying to produce less of plastic now. But especially in other countries
like Asia it’s not that implemented. So, when I’m eating food outside, I don’t care that much. So, you
can say my priorities shift sometimes.
Interviewer: I’m sure you must be knowing the hospitality industry itself also produces a lot of waste
and is unsustainable in a lot of ways? So how you generally try to make sure of where you are staying
when you travel?
Respondent: I’m definitely aware of this. I do see how active the hotel, or the property is in doing all
these things. What their contribution is. But most times, I must say I don’t care as much while
booking hotels, the main priority is the proximity to the city center based on the location I’m going
to. And the quality and level of the hotel also matters to me because I don’t travel as much. When
I’m in Europe I don’t care I usually get Airbnb usually, but when I’m outside I try to get luxury hotel for
my budget. I always look for good air conditioning system. If I’m staying longer than two weeks
possibility of washing my clothes and stuff so I don’t have to get too many with me, and I know how
much energy is being wasted by this. But I don’t know how to avoid it, let’s say for air conditioning in
hot countries.
Interviewer: What do you think are the main barriers to you when you are travelling, that mainly stop
you from being sustainable?

38
Respondent: Definitely the educational aspect, let’s say up until last year I didn’t even think about
like airlines being very polluting and stuff. Like last year there was a big boom in terms of marches
and parades. So, I followed a lot of Irish bloggers who talk about sustainability in general. Because it’s
never on top of my mind it wasn’t crossing my mind. But after I saw all these people addressing
these issues, I started to think about it more. I think it’s the educational aspect even from cultures.
Before for me it was travelling mostly to go see as much as you can, like going to many places just
for experience also because it’s so time constrained. I don’t even have time to think about these
things. Well, maybe I do have time but it’s about me prioritizing my experience over these aspects.
It’s like a leisure kind of activity. I feel in general the more people talk about it the more I think about
it, and the more I think about it I actively strive to do something that would be a change as in making
my own contribution to it. So, I didn’t even for that matter know of these companies that exist that
are trying to make a difference in how people travel. So, it’s like for me it’s such a good start up idea
because I never thought about it.
Interviewer: Would you be willing to explore a platform to plan your travels, if the experience is at
the same level? And more sustainably so?
Respondent: Oh yes definitely, especially if it’s in the same level. Given the time constraints I face,
yes.
Interviewer: If you think the tourism industry can be revolutionized in some way, what would you
want the top priority to be make it more sustainable?
Respondent: First of all, I would love to support as well. You know these clothes websites they show
you how much you save and what contribution you are making by buying more stuff here, so those
kinds of things really get my attention. Like I didn’t think one person can make such an impact, so it
really put the figure on it and that made a difference. Like what you can buy and how much you can
save. So, I’m thinking with travel there can be two things, say by cycling this route you will save this
much, and this is how you contribute. Like a literal metric. Or more importantly, say if it put on a
website like on a holiday website some popular place. I really think it’s about figures to see these
definite numbers to see a tangible change. Probably, that would make a change. Its educational first
of all everywhere even on social media to make an impact. The story telling aspect as well. For
example, if a website said this particular person took a tour to 30 countries but like unsustainably
but where as compared to he went to these many places in a sustainable way and saved this much
like he was walking instead on driving in certain places and so as a result he saw so much more
because of that he actually enjoyed the trip and learnt things. Instead of being in a car, where he
never looked outside. I’m also planning on going to Switzerland next year, this time I too want to do
more of these walking tours along the mountains and stuff.

39
Interviewer: So, this would a curated trip work for you? Or would you like your own independence to
do what you like and when you like? Especially keeping the barriers in mind.
Respondent: Definitely, I think that would be perfect, because although I think of taking my trips in a
certain way and more sustainably so I wouldn’t know how to put the whole experience together. I’m
a type of person who can’t make a decision in the first go. Even the clothes website it was my friend
who bought the clothes first and then I followed. So, it helps. It’s more like what you are used to, its
difficult to turn away from that. So yeah, for the first few times maybe it helps. For instance, you can
bike to this hotel from this kiosk and then you could take a walking tour to this place and then do
these other things while you are there in this sustainable way. That would be a great idea. Like a full
itinerary. If I have that, it would be brilliant. Two options actually, curated and then a list of options
for you to choose from and then I would feel like beginners and advanced filters as well would be
great. Like different plans on the website on something which works for everyone all kinds of people
would consider using the platform.
Interviewer: How would you categorize yourself, where do you think you stand on a scale of 5 with
regards to being a sustainable traveler?
Respondent: Oh well, while travelling I would say I’m not a sustainable traveler at all. Like it’s so crazy,
my friend you know she was going to Asia like to Vietnam and Thailand and those places like for
summer holiday. And I was asking her did you make your bookings and stuff. Then she responded by
saying oh I’m not going anymore I’m going to Europe because I feel bad about the amount of
emissions and stuff. I was like Jesus, so are you actually saying you are prioritizing environment over
you own self. I would say she is advanced sustainable; I do know she goes the extra mile even when
she travels. I think at some level I do want to be like that. Now I actually feel bad telling my friends oh
I’m going on a week’s holidays to someplace far flying everywhere for just a short holiday. You know
it’s just about the culture its changing fast, people do care about this stuff more than we think. The
values are shifting, I would like to be a bigger part of that change.

40
Liam
Interviewer: Hi Liam, thanks for taking out time for us. So, as I had briefed earlier, we will have a quick
interview today on your favorite subject – travelling. Are we ready?
Interviewer: Can you tell me a little about yourself?
Respondent: I moved to Dublin, three years ago. I did my MBA from Trinity College. Now, I’m
working for an Irish whisky distillery. It’s been two years now. I’m quite happy at my job.
Interviewer: Can you tell us a about your hobbies?
Respondent: On a daily basis I think the work keeps me preoccupied, so there isn’t much time to do
other stuff. But over the weekend I usually prefer to go out, hang with friends, play a couple sports
when we can. I do like travelling a lot as well. Every 6 months I generally plan something and travel
around.
Interviewer: What are the kind of places you generally go to? Where have you travelled so far?
Respondent: I travel a lot to be honest. I travelled the entire African continent, I travelled extensively
in south-east Asia. I have travelled the gulf area. Last year I travelled to UK and Scotland. This year
even though I have been before I am planning to travel to northern part of EU. So, I’m quite excited
about that as well.
Interviewer: What kind of traveler are you, according to you? How long do you spend on planning a
trip?
Respondent: I have a couple of places I want to go to, like this list I have in my mind. So, depending
upon which month and what season it is, I base my decisions. Post that I think it’s quite easy, you just
book the tickets and go.
Interviewer: What’s the process you follow when you go about making bookings for these trips?
Respondent: If it’s a long trip, say 20 days or so I generally prefer booking an Airbnb and take the
cheapest travel mode possible. If its London or so, Ryan air is the cheapest. If its interstate bus or rail
is cheapest. But if it’s a short trip, I don’t mind travelling more comfortably and just go easy on
budget while booking.

41
Interviewer: Where do you generally stay? Is it budget based or luxury?
Respondent: Again, depends on the length of the stay and the kind of place I’m going to. If I feel I
can afford it at the minute I don’t change my mind or if I feel I should stick to a budget I generally do
that. So not very rigid I would say.
Interviewer: So, just going back to our discussion on how you travel every 6 months, what about
travel makes you feel excited? What does travel mean to you personally?
Respondent: It’s a combination of lot of things. Firstly, it’s a good stress buster. One could switch off
easily because you are in a new place. It’s a good quality time you get to spend with yourself. You
can shut off from your daily routine. On the other hand, you get to explore a lot. You get to see a
new culture, a new place, new food. So, it’s a mix of lot of things. You might get to explore
something you might have not done previously at every point of a trip.
Interviewer: Are you aware of the concept of sustainability?
Respondent: I have heard about it. But to be honest, I haven’t got any full information about it. So, I
don’t know much about it. To be honest there isn’t much research about it as well. So, I’m not sure
how it is impacting the environment and how exactly things are going at it. Because I don’t see any
hotel or airlines spreading much awareness about it. So, let alone a consumer knowing about it. So,
I’m not sure what the levels of impact are.
Interviewer: As a consumer, are you eco-conscious on a day to day basis? Do you do your part to
save the earth?
Respondent: No, I don’t think so. I do my part maybe by just planting a tree which I have quite a bit
and I water it once in a while, if that counts for you. But no to be honest, I don’t think I’m doing
anything drastic. I also have my own car, so I think that doesn’t help as well. It’s a basic car it runs on
fuel, so I don’t think that counts either. So, I’m pretty sure I may not be doing anything actually.
Interviewer: Do you care about being eco-conscious? Do you think at some point you thought of
converting?
Respondent: You know to be honest, call me a negative person. But I don’t believe in the concept of
one person can make a difference. So, I don’t think even if I try and do something it would matter
too much on a global scale. I’m still just a spec in the entire ocean.
Interviewer: So, coming back to your travel patterns, do you generally travel with you family or
friends or you take solo trips?
Respondent: It’s a mix of all. I don’t travel solo generally. So, it’s either friends or family.

42
Interviewer: So, these friends or family you travel with, are they generally aware of their impact on
environment while travelling?
Respondent: I don’t think so. I do have a few friends that maybe, I think. I don’t know I’m not sure.
But yeah, there aren’t many avenues present in the marketplace educating people much about this
or gives you an option to choose the eco friendly path. It is difficult to pick up travelling the eco-
friendly way especially when you are travelling. No one actually cares about carbon footprint I feel. It
is not that comfortable to start with. But if things are made easier and there is more information
available that would help

43
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