In a climate where tourism businesses are facing many day-to-day challenges such as inflation and staffing, sustainability can often get pushed to the bottom of the list. Yet adopting a sustainable approach can often provide an answer.
We recently partnered with Green Traveller to produce a new series of ‘Better Business’ case studies for VisitEngland, highlighting the many benefits for businesses of incorporating sustainability into their operations.
The ten case studies showcase the achievements and initiatives of a diverse range of business types, including activity providers, a holiday park, a museum and a stately home which are taking practical steps to make a positive impact on local communities and the environment, whilst also boosting business performance. These examples provide inspiration for businesses themselves and destinations keen to support their stakeholders.
Take a look at the case studies here: Sustainability: Make Your Business Greener | VisitBritain.org
Top ten benefits:
1. Save money: Minimising waste, energy and water consumption can translate into big cost savings over time
“We’ve always had a consideration for the environment and the benefits have been certainly cost savings … We’re saving currently £6500 a year on our electricity. It’s really good for business!” Matt Rawlingson-Plant, Director, Mill on the Brue.
2. Cut carbon: Responsible environmental practices also contribute to reducing your business emissions, which will increasingly become required by regulation in order to meet the UK’s net zero goals
3. Attract and retain staff: Job-hunters, especially those from younger generations, are increasingly looking to work for businesses with purpose. Offering a positive work culture helps reduce turnover, maximise productivity, enhance your business’ reputation locally as an employer of choice and ultimately offer a better guest experience.
“People feel valued and they actually want to do as much as they can to help guests. And that feeds through to a better guest experience and … better repeat bookings and recommendations”. Patrick Langmaid, owner, Mother Ivey’s Bay Holiday Park
4. Respond to market demand: Business practices that take care of the environment and support your local community respond to growing customer trends for experiences in nature and the outdoors, health and wellbeing, local food and drink and active travel.
5. Build guest loyalty: Involving guests in sustainability initiatives can create a sense of shared values and purpose between a business and its customers, translating into increased customer loyalty. Offering sustainable, memorable experiences with a strong connection to the destination plays a crucial role in encouraging visitors to return. Guests also appreciate knowing that not only are they having a great time, but that it’s also ‘guilt-free’ from a sustainability point of view – again adding to customer satisfaction.
“Everything we do is about the people who come here. And ultimately, of course, that’s good for business, because the more people enjoy and feel welcome by being here, the more they come back”. Dave Harris-Jones, co-owner Laverock Law
6. Generate business: Tour operators and agents are themselves embracing sustainability and increasingly looking for suppliers who share that ethos and approach.
“Everything we do here is looked at through the lens of sustainability and for us that’s meant an increase in bookings, it’s helped us grow our reputation, which has all led to business growth”. Celia Gaze, owner, The Wellbeing Farm
7. Future-proof: Investing in sustainability can help reduce your business’ exposure to risk, address regulatory challenges, rising costs and shifting trends – with an expectation of sustainability becoming the norm, especially for younger travellers.
“Our approach to sustainability has no doubt future-proofed our business…We need to manage the visitors and the landscape, so that it’s still here in the same family in 400 years’ time.” Sue Penlington, Sustainability Manager, Holkham Hall
8. Gain local support: Championing local suppliers, building strong relationships with your community and showing care for the natural environment helps foster goodwill, loyalty and local support for your business.
“It grows your audience. It means more people visit your site, more people take part and truly engage in what you do. And that’s very good for visitor numbers but also for your business””. Mark Simmons, Audience Development and Engagement Manager, Leicester Museums and Galleries, speaking about community engagement.
9. Tell a great story: Sharing your sustainability journey, challenges and successes helps deepen connections with your customers and partners, as well as offering opportunities for recognition through, for example, working towards sustainability certification or entering awards.
10. Access funding: Many investors, lenders, and grant programs prioritise sustainable businesses for funding opportunities. Demonstrating a commitment to sustainability can improve access to capital for expanding and adapting your business.
