THG Studios, the award-winning creative marketing agency, today released a new white paper, “The Conscious Traveller”. The report highlights a significant shift in consumer behaviour, with 84% of global travellers stating that travelling more sustainably is important to them.
The report also uncovers a critical “crisis of credibility,” as 57% of consumers believe travel brands are guilty of ‘greenwashing’. This widespread scepticism presents a challenge for brands, demanding a move away from superficial claims towards transparent, impactful communication and content. The report details the opportunities for brands that can successfully build trust and demonstrate a genuine commitment to social and environmental responsibility.
To navigate this changing landscape, the white paper outlines the need for a holistic marketing approach rooted in authentic storytelling. It covers how brands must integrate their sustainability initiatives into their core narrative to resonate with a discerning audience that values transparency. It showcases how a multi-channel content strategy spanning long-form video, immersive experiences, and detailed impact reports are essential for building credibility and fostering lasting brand loyalty.
Hannah Pym, Chief Brand and Marketing Officer, THG Studios said: “The rise of the conscious traveller is the most significant shift the travel industry has faced in a generation, but it presents an incredibly opportunity for forward-thinking brands. Consumers are no longer just buying a holiday; they are buying into a brand’s values. It’s an opportunity for brands to turn their sustainability commitments into their most powerful asset. By leveraging authentic storytelling and innovative technology, brands can drown out the competition and build the deep consumer connections that drive long-term growth.”
To download the full white paper, visit https://www.thgingenuity.com/resources/reports/the-conscious-traveller