Climate Action - Your story

HOW TO TELL YOUR CLIMATE ACTION STORY

13 Marketing TIPS

POINTERS

FOR YOUR CLIMATE ACTION POLICY

BUSINESS

Spotlights

IRISH TOURISM INDUSTRY

WHAT’S INSIDE

Fáilte Ireland's Climate Action Roadmap - Our Terms and Conditions of Use Disclaimer - Please note: this content is provided for information purposes only and Fáilte Ireland makes no representation or warranty, express or implied as to its accuracy, completeness, or suitability, or in relation to third party intellectual property rights in or to any part of the content.

Ireland has committed to cutting greenhouse gas emissions in half by 2030 and to achieving net-zero emissions by 2050. Driving Climate Action is a Strategic Priority for Fáilte Ireland, and we aim to help tourism businesses play their part in reducing greenhouse gas emissions.

Our Climate Action Roadmap provides guidance on reducing emissions through managing energy, reducing waste, conserving water, supporting biodiversity, and introducing carbon offsetting. These actions reduce costs, engage customers, and boost team morale.

By committing to Climate Action measures, your business is likely to resonate with sustainably aware consumers. Providers who take Climate Action measures will have a competitive edge in the future, as the world calls for a rise in green business practices.

Marketing activity should be a feature of each stage of your Climate Action journey, helping your commitment to reducing emissions, impacting positively on your brand value.

This guide is part of a series that has been created to support tourism and hospitality businesses on their climate action journey.

Let's get started!

THE ACTIONS IN THIS GUIDE CONTRIBUTE TO THE FOLLOWING SUSTAINABLE DEVELOPMENT GOALS (SDGs).

Start telling your story

This guide provides practical advice and tips to help you tell your Climate Action story in an impactful way.

Jargon Buster

CLIMATE ACTION

The term ‘Climate Action’ relates specifically to actions that reduce greenhouse gas emissions.

In the area of marketing and communications, however, ‘Sustainability’ is a term often used by consumers and the industry when talking about climate action (and other related areas).

While recognising that ‘sustainability’ refers to more than just Climate Action, the term is commonly used throughout this guide when discussing climate-related communications, reflecting the everyday discourse of consumers.

CABU BY THE LAKES, CO. CAVAN

KEY INSIGHT

A Booking.com Sustainable Travel Report 2022 found that 71% of travellers expressed a desire to travel more sustainably over the coming 12 months (up 10% from 2021).

HOW IS CONSUMER BEHAVIOUR CHANGING?

Research conducted by Deloitte explores how consumers are adopting a more sustainable lifestyle. The survey revealed that nearly 1 in 3 consumers claimed to have stopped purchasing brands or products because they had ethical or sustainability related concerns about them.

From March 2020 to March 2021, 49% of consumers surveyed claimed to have bought more seasonal products and 45% bought more locally produced goods.

Efforts to reduce their usage of single-use plastics remains the most common ways consumers are becoming more sustainable, with 61% of those surveyed confirming they tried to do so.

The research reveals some of the main barriers to consumers behaving more sustainably, with 16% saying that it’s too expensive and 15% feeling that they don’t have enough information. This highlights the importance of incorporating the value of Climate Action through your marketing and communications.

QUAY ARTS, BALLINA, CO. TIPPERARY

Internal marketing and communications

Marketing is an important aspect of your Climate Action journey and there are plenty of ways to communicate your strategy as it evolves over time. Here are a few things to keep in mind from internal to external communications.

The collective mindset and behaviours of an organisation define its culture. Embedding Climate Action into your company ethos goes beyond encouraging employees to print less or recycle more.

Nurture a long-term vision that fosters a work environment where employees understand the impact of carbon emissions and are encouraged to contribute towards change.

8 TIPS FOR INTERNAL MARKETING AND COMMUNICATIONS

To integrate Climate Action into your internal communications, here are some key actions to consider.

1 Review and update your vision, mission, and core values so your commitment to Climate Action has a significant role to play in the overarching purpose of the business.

2 Define your Climate Action policy, outlining your commitments and assigning measurable goals to evaluate performance. Communicate the policy in your onboarding packs, brand immersions and employee review sessions to encourage buy-in.

3 Hold management accountable for driving results within their teams and departments.

4 Educate employees on the impact of ‘doing nothing’ and the benefits of ‘doing something’.

5 Incentivise your team to contribute through internal and external initiatives such as local clean-ups and volunteering.

6 Empower your team to share their ideas on how the business can reduce its carbon footprint.

7 Reward employees for Climate Action measures by building it as a measurable metric into their annual goals with its success linked to bonuses.

8 Communicate success by sharing regular updates on the collective impact employee efforts are making to reduce carbon emissions.

HOW TO WRITE A CLIMATE ACTION POLICY

A Climate Action policy is a formal document outlining a company’s commitment to Climate Action. It demonstrates that good environmental practices are in place across all aspects of the business, by identifying and managing your impact on the environment, underpinned by a clear set of measurable goals.

It can vary in length, detail and format depending on the desired audience. A visually appealing infographic or one-page pdf would suffice for visitors and customers,

whereas a new development seeking investment may need an extensive document to support the quest for external funding.

In addition, HR leaders may wish to create an informative handbook for employees as part of onboarding packs and branding in locker rooms or canteens.

9 POINTERS FOR YOUR CLIMATE ACTION POLICY

 identify your audience

 evaluate the level of detail required

 choose an appealing format

Top Tip

Key to communicating your commitment to Climate Action, is to have a formal written policy in place, that outlines your goals, initiatives and ongoing performance. Call it something appropriate for your business e.g. Our Climate Commitment, Our Communications Promises, Our Making the Difference Statement. This is an opportunity to get creative!

 integrate with your overall brand messaging and storytelling style

 describe your journey and learnings

 focus on impact, not input

 back all claims up with evidence

 share how you go ‘above and beyond’

 make it personal and conversational

External marketing and communications

Here are some top tips to keep in mind for external marketing and communications.

5 TIPS FOR EXTERNAL MARKETING AND COMMUNICATIONS

1 Make it visible: display credential logos and badges across all marketing channels and material so that it sits at the forefront of your messaging.

Checklist of channels  Email signatures

 Website

 Booking confirmation email

 Tickets

 Ezines

 Blogs

 Food & drink menus

 Recycling points

 Social media

 Digital kiosks

 On-site signage

 Post-visit surveys

2 Reinforce your claims: include an explanation around each green credential you have earned along with the commitments you have made to receive them.

3 Humanise with imagery and video: use dynamic, high resolution visuals featuring behind the scenes content of the team working towards their green credentials.

4 Generate good PR: highlight your success by sending a press release to relevant local and national media. Identify a ‘Climate Action spokesperson’ for your business and pitch them for possible interviews.

5 Invite the visitor to join your green movement: earning your green credentials is one thing but retaining them requires commitment. Invite visitors to contribute to your Climate Action efforts and share in your progress.

GUINNESS STOREHOUSE, DUBLIN

BUSINESS SPOTLIGHT: GOOD FOR YOU, GOOD FOR THE PLANET

A member of the Sustainable Restaurant Association, Camile prides itself on sustainability, from store design to waste management and the food that’s served. The team develop goals to positively impact the food system including two key initiatives:

Plant Forward Menu – a vegan menu aimed to reduce the carbon impact of the food served by up to 30%.

Compostable Packaging – not only are Camile’s cups and packaging adorned with beautiful artistic designs, but they are compostable too. They have also created a clear and concise guide to compostable packaging for their customers.

MAKE CLIMATE ACTION EASY

As visitors seek out providers who actively build Climate Action measures into their operations, it’s important to communicate your actions and how they can partake.

Key Insight

The American Express Global Travel Trends Report 2021, asked travellers what’s on their minds as they plan for or dream about their next trip. 68% of consumers agreed they were trying to be more aware of sustainability-friendly travel brands to support.

Communicating Your Green Credentials to the Media

When showcasing your green credentials to the media, be clear on what kind of audience is being targeted and the medium via which this audience is reached. This may include:

 Print media: e.g., newspapers and travel magazines

 Broadcast media: e.g., television and radio

 Online media: e.g., online newspapers

For each media opportunity, speak to the expectations of the target audience. For example, via an interview with an Irish radio station, this audience will differ depending on the show:

 A light chat show

Key reach: private person

e.g. a person listening in from

home or on their way to work

 A business-focused show Key reach: corporate person

It is recommended that you prepare a document based on the following headings:

 What do we do to safeguard the environment?

 What do we do to champion and support our local community?

 What do we do to support local livelihoods and the economy?

Include your website address and 5-6 quality images that showcase your green ethos.

Once you have completed this document, you will be equipped with the key messaging and points that are most relevant

for promoting your green ethos and credentials via media opportunities or to send as a PDF to journalists.

For more examples and further information on how to highlight your green credentials to the media, see here

Key Insight

According to a booking.com study, 66% of people don’t actively look for sustainability efforts when booking a property. But it could impact their decision if it is easily accessible.

Highlight pre-visit information

It’s essential to communicate your Climate Action efforts from the beginning of the customer journey when they first interact with your business. It might even be the encouragement they need to go ahead and book.

As research shows, there’s lots of ways you can do this from a pre-visit email to ways of sharing relevant information on your website.

TIPS FOR YOUR WEBSITE

 Create a standalone landing page on your website, dedicated to communicating your Climate Action policy. Keep it current by updating the page regularly with your latest initiatives and progress.

 Display the badges of certification or awards you have received to highlight your commitment to the environment.

 Look beyond your own product to the greater destination and include details of any community initiatives underway.

 List any hands-on experiences or opportunities for customers and visitors to volunteer.

 Write a regular blog on Climate Action as part of your content strategy.

 In the case of cafés, restaurants, and bars – highlight any local producers you work with to add substance to a promise of ‘locally-sourced produce’.

Key Insight

Booking.com’s 2021 Sustainable Travel Report revealed that 75% of global accommodation partners say they have implemented sustainable steps in their property, but only 31% actively communicate about their efforts proactively to potential guests, with this mostly happening at the time of check-in. There are significant opportunities to make Climate Action information easy to access for visitors at earlier stages of the booking process.

BUSINESS SPOTLIGHT: TRAVEL WITH PURPOSE AT HILTON

By 2030, Hilton is committed to doubling their investment in social impact and cutting their environmental footprint in half through responsible hospitality across the company’s value chain.

They clearly communicate their 2030 goals with full transparency on progress to date.

They have also created a one-page overview that summarises the entire initiative in a visually appealing and easy to digest format.

SOCIAL MEDIA ADVICE

 Tailor your messaging around Climate Action to create bite-sized content.

 Ensure your communications are consistent with all other channels including the tone and visuals used, along with any facts and figures shared.

 Consider your key segments relative to the audience for each platform (LinkedIn versus Facebook versus Instagram) and create content accordingly.

 Ensure you’re making use of all relevant social media channels and repurpose content to fit your chosen medium.

 Post regularly to keep your audience engaged. Start a Climate Action series where you post on a certain date and time, so that your audience comes to expect the content.

 Engage with brands and producers who you admire for

their Climate Action efforts.

 Celebrate local producers through a series of ‘Meet the Maker’ posts, blogs, and experiences.

 Leverage popular hashtags to drive greater reach.

 Be educational while entertaining.

 Capture and curate appealing imagery and video to tell your Climate Action story.

EMAIL MARKETING MUST-DOs

 Look at your ezine schedule and commit to a regular slot for your Climate Action initiatives, including work by the wider community.

 Include a question on how customers and visitors would rate your Climate Action efforts as part of their experience in any post-visit surveys.

 Send a virtual comments box inviting customers and visitors

to share ideas about how you could further improve your environmental efforts. Include an incentive like a gift voucher as a prize for those who share the best ideas. Ensure to adhere to GDPR.

OVERHAUL YOUR PRE-VISIT EMAIL

 Replace paper tickets with digital formats.

 List the things visitors can do during their stay to take care of the environment, e.g., include a map with recycling points or electric vehicle charging stations along a trail, provide a discount off hot beverages or a free refill for hikers who bring a flask along to a local café, re-use towels.

 Share social media handles and your Climate Action initiative hashtag in any pre-visit communication, encouraging visitors to tag you during their trip.

NIRE VALLEY COMERAGH MOUNTAINS BOGTROT, CO. WATERFORD

Share destination information to aid decision making and planning

Consumers want to play their part so build your Climate Action story into various touchpoints along the visitor experience. Make it impactful and interactive, inviting the visitor to join you on your journey of carbon reduction.

 Share a QR code at the entrance, ticket desk or in the reception area that visitors can easily scan to access your Climate Action policy. Keep it topline, with a link to find out more for those who’d like to explore further later in the day or when they’ve returned home. Include a fun list of

Key Insight

During the rainy season in Bali, the beaches of the island become swamped with rubbish washed away on the shores. In response, the team at W Bali – Seminyak created an installation of a large fish called Goby, encouraging guests to dispose of their plastic for recycling by feeding the fish. The team’s quick thinking sparked conversation while building sustainability awareness.

things they can do during their visit to support your efforts.

 Create a visual display like an infographic that summarises your efforts in areas of high footfall or where visitors may have some dwell time, such as in a queue for food or an attraction.

 Partner with a local artist or brand to create an installation made from recycled material. This will spark a conversation around supporting the environment and integrate a way that visitors can get involved.

 Where local produce features on your menus, highlight

the various producers you source from . Include their location and bios in the menu for visitors to read as they browse. Why not create a feature wall with a map highlighting all producers within a certain radius? Or consider offering a food trail experience.

 In the case of guided tours, explore ways to include sustainable initiatives from your own product and the destination, while driving awareness of the local environment and the positive impact carbon reduction can have.

Influence in-destination visitor behaviour

You communicate your Climate Action policy so that it is visible during the planning stage of the consumer journey. It’s also important to consider how you can provide an opportunity for visitors to support your initiatives on arrival.

As consumers become increasingly conscious of their actions and how they can be more environmentally friendly in their travels, any activities that help them to play their part will be welcomed, while promoting a feel-good factor and memorable experience. Some ideas to help inspire your thinking include:

 Encourage paperless transactions across all points of sale from arrival to departure, with email tickets, invoices, receipts, brochures, maps, guides, and guest directories in digital format via a QR Code.

 Introduce signage at your entry point detailing topline initiatives that are relevant to the visitor journey and how they can get involved. Place reminders at key touchpoints such as recycling bins, washrooms, and water stations.

 Incorporate a ‘Green Trail’ into your product offering with an opportunity for customers to earn points along the way for every completed activity that can be converted into a reduction of their bill. Ideas include reusing towels, switching off lights, using a re-usable cup, volunteering to take part in a local beach clean, and ordering local food & drink produce.

 In the case of local festivals, farmer’s markets, and activations, try the German

‘Pfand’ System by charging the customer a deposit for their glass or cup, that is only refunded when it is returned.

 Provide meeting delegates and event attendees with a reusable water bottle that can be refilled from a water station. This reduces the waste from opening multiple plastic and glass water bottles.

 Reward customers who contribute towards your Climate Action goals. See our Green Rewards and Customer Loyalty Section for some ideas!

 Create a comments box at the departure point for visitors to share ideas on Climate Action initiatives. Provide an incentive to encourage comments such as ‘the chance to win an annual membership, complimentary stay etc.’.

Create visitor give-back opportunities

Consumers can be mindful about the carbon emissions from flying and seek to make a positive socio-economic impact during their trip to offset their carbon footprint. Consider how can you help them to give back, including local initiatives that you can build into your business offering.

6 TIPS FOR BUILDING A CLIMATE FRIENDLY TOURISM EXPERIENCE

1 Try a beach clean-up if you are located near the coast.

2 Promote outdoor activities in nature that have a low impact on the environment.

3 Research food and drink experiences that celebrate local producers.

4 Make it easy for visitors to explore the destination by foot over public transport with guided walks and trails.

5 Trial a discount card to use in local retailers, cafes, and restaurants.

6 Introduce tree-planting on the grounds of your premises.

TRAVELLING WITH PURPOSE

Booking.com research

(based on a 2021 survey of over 29,000 travellers in 30 countries) revealed that respect for local community is high on the traveller’s list of considerations. 65% want to have an authentic experience that is representative of the local culture.

74% believe increasing cultural understanding and preservation of cultural heritage is crucial and 68% want to ensure the economic impact of the industry is spread equally in all levels of society.

BUSINESS SPOTLIGHT: GOOD TRAVEL WITH MARRIOT BONVOY

A programme allowing guests to forge connections with local communities for meaningful travel, Good Travel with Marriott Bonvoy offers curated purposedriven experiences that focus on three distinct pillars: Environmental Protection, Community Engagement and Marine Conservation.

From mangrove conservation to beach clean-ups and food redistribution, Good Travel with Marriott Bonvoy provides guests with the opportunity to contribute as they explore and build deeper connections with a destination.

10 TIPS FOR TELLING YOUR DESTINATION STORY

1 Focus on others It is important to tell your climate action story, but it is also important to tell the stories of other people, places and activities around you.

2 View sustainability as the connector Focus on how a sustainability ethos connects people and places in the destination.

3 Embrace social media Aim to create lots of positive stories around that shared ethos. Create a climate action hashtag for your destination and encourage others to use it.

4 Emphasise the beauty and accessibility of nature Give people the inside track on how to get up close and personal with nature in your area. Share lots of ideas for getting outside to walk, bike or hike.

5 Shine a light on fellow climate-conscious and community-based businesses Share the climate action activities and successes of other local businesses in your area. Celebrate their awards and certifications and share what it is you admire about them.

6 Let visitors know how they can travel sustainably when they get to your destination Share information on car-pooling options, bike hire, walking itineraries, walking guide services, and public and community transport timetable.

7 Support and celebrate community-based projects Shine a light on all that goes on in your area that helps make your destination a better place to be e.g., clean-ups, community festivals and events, biodiversity programmes, school projects.

8 Engage the local community in your climate action journey Let people know how your own endeavours and tourism in general can benefit them and their place. This can result in residents becoming advocates for you and other local businesses.

9 Write about it Create case studies or blogs based on the best climate action stories from your destination. Focus on the people behind the projects and their climate action journey.

10 Partner with other businesses to tell your shared story If your destination has a common connector, you can greatly increase your chances of climate-conscious visitors choosing you. Consider coming together as a formal group with a shared charter or code that connects businesses in the area.

BLACK HEAD LIGHTHOUSE, THE BURREN, CO. CLARE

BUSINESS SPOTLIGHT: FREE CUP OF TEA IF YOU CYCLE TO ME

Several businesses in the Burren & Cliffs of Moher UNESCO Global Geopark in Co. Clare make a shared promise to visitors: anyone who arrives by bike is rewarded with a complimentary tea or coffee. This promotes sustainable transport and highlights that the best way to see The Burren is by leaving your car behind!

BURREN ECOTOURISM NETWORK

Members of the Burren Ecotourism Network, nearly 70 in number, work in partnership with the Burren & Cliffs of Moher UNESCO Global Geopark. The businesses adopt The Geopark’s

Code of Practice for Sustainable Tourism, which commits them to collaborating on climate action, community, heritage, landscape, food and marketing projects. Each business provides evidence to

demonstrate how they meet the requirements of the Code, which is then assessed and verified by independent auditors.

MULLAGHMORE LOOP, THE BURREN, CO. CLARE

POULNABRONE DOLMEN, THE BURREN, CO. CLARE

Green rewards and customer loyalty programmes

You can incentivise your customers to contribute by incorporating Climate Action into an existing loyalty programme or by rewarding their efforts to ‘reduce, reuse and recycle’ throughout a visit or stay.

Customers are drawn to brands that share similar core values to themselves. Environmentally conscious consumers respond to brands that communicate their commitment to Climate Action and integrate it within the customer journey.

It can cost more to retain your current customer base than attract new ones. The good news is that loyal customers are known to spend more and can become brand advocates.

Here’s some tips for incentivising consumers to support Climate Action, and how this can benefit your business:

 encourage customers to support your Climate Action efforts to reduce, reuse and recycle which can in turn reduce operational costs

 increase footfall and spend by encouraging customers to visit, explaining how they can earn and redeem green rewards

 drive engagement across social media by taking part in environmental movements online to increase traffic to your accounts

 foster a community of ‘green’ brand advocates who will share your story through word of mouth, leading to positive referrals while becoming repeat visitors themselves

Key Insight

According to the American Express Global Travel Trends Report 2021, “Consumers are becoming more conscious travellers with an increased desire to book their travel through companies that are aligned with their values and will journey to destinations where they can have a positive impact on communities. 59% of respondents agree that they are interested in 'philantourism', the act of choosing a vacation or experience to support a destination through tourism society."

ARAN ISLANDS CAMPING AND GLAMPING, INISHMORE, ARAN ISLANDS, CO. GALWAY

Green rewards and customer loyalty programmes

BUSINESS SPOTLIGHT: CLIMATE ACTION CUSTOMER LOYALTY

Rewards system at Sandymount Hotel

Sandymount Hotel in Dublin is a three-time winner of ‘Europe’s Leading Green Hotel’ at the World Travel Awards, positioning the hotel as a ‘green’ leader in an elite category of environmentally friendly hotels. As part of their initiatives, Sandymount Hotel offers incentives to guests who help the hotel to take a ‘greener’ approach. For example, if a guest opts-out of housekeeping, they are rewarded with a €5 voucher redeemable in the hotel’s bar.

Conscious choices by Etihad

Etihad launched the world’s first green loyalty programme as part of the brand’s sustainability mission to achieve net zero emissions by 2050 and halve 2019 emissions by 2035. The programme rewards members for making ‘green’ choices, providing options to reduce their carbon footprint.

Here are some of the ways guests can earn more Tier Miles: carry less baggage, offset the flight’s carbon emissions using Etihad Guest Miles, offset everyday emissions such as driving, donate miles to a green cause or purchase sustainable products from the Etihad Guest Reward Shop. There is also the option to ’go green’, by opting for a digital membership card instead of a physical one.

ARIGADEEN RIVER, CO. CORK

Promote certifications and standards

Build your Climate Action credentials by obtaining an appropriate accreditation or reporting standard for your business. This acts as a thirdparty verification of your efforts

and may reassure clients and visitors of the authenticity of your communications. There are national and international options available so you can identify one that is robust, credible and adds

BUSINESS SPOTLIGHT: CERTIFICATIONS

value to your customers. Many Irish tourism and hospitality businesses are already experiencing the benefits of certification, here are just a few examples.

Killarney Park Hotel goes green

The Killarney Park Hotel first used the Green Hospitality Programme as a framework for its climate journey and is a Certified Gold Member. The hotel is now working to achieve further certification with Sustainable Travel Ireland and is progressing with the international It Must Be Now programme.

Ever evolving at Blackstairs Eco Trails

Blackstairs Eco Trails is one of a few businesses that have achieved Gold Level Certification with Sustainable Travel Ireland.

“We learned a lot through the certification process, it has huge educational value. Each certification process has a different focus, but they all tie back to the same overall theme”.

Marcus Treacy, General Manager, Killarney Park Hotel

“We are audited every three years and there is a requirement to show improvement each time. The certification process encouraged us to improve and implement more changes. Our guests certainly like the fact that we have proved our sustainability credentials”.

Mary White, Founder and Owner, Blackstairs Eco Trails

Croke Park’s high sustainability standards

Croke Park was the first stadium in Ireland and Britain to secure both ISO 14001 (Environmental Management Systems) and ISO 20121 (Sustainable Event Management) standards. The stadium is currently striving towards ISO 50001 (Energy Management).

“We are proud of wanting to reach the highest standards in sustainability. The ISO process provided a great framework for our internal journey. Our international corporate clients are reassured of our best practices in this area.”

Shauna Conroy, Business Development Executive,

Park

Croke

MARY WHITE, FOUNDER AND OWNER, BLACKSTAIRS ECO TRAILS

SHAUNA CONROY, BUSINESS DEVELOPMENT EXECUTIVE, CROKE PARK

MARCUS TREACY, GENERAL MANAGER, KILLARNEY PARK HOTEL

BUSINESS SPOTLIGHT: HOW HOTEL DOOLIN’S AWARDS COMMUNICATE CLIMATE ACTION BENEFITS

Hotel Doolin, the first hotel in Ireland to become certified as carbon neutral, has won more than 30 awards for sustainability and Climate Action since it started its green journey in 2013, including the Overall Green Business of the Year 2022 at the Green Awards, the Gold Medal Award 2021 for Ireland’s Greenest Hotel, The Green Award for Best Medium Sized Organisation of the Year 2021 and The Green Award for Sustainability Team of the Year 2021.

“Entering these awards reminds us of our achievements and being shortlisted and winning is really rewarding for the team at Hotel Doolin. The national and international exposure that the awards create for us is very beneficial. There are many networking opportunities, and, in our case, we have seen an increase in business as a result.

A growing number of wedding couples now choose to host their wedding with us because we are a sustainable and carbon neutral venue. Feedback has been very positive from guests overall. Our guests are becoming increasingly conscious of their carbon footprint.”

Áine Martin, HR & Green Manager, Hotel Doolin

Shout about the good news

Awards are an impactful way to promote your Climate Action journey. The application process challenges you to look at your Climate Action policy, the results it’s driving, and how you can improve. Take an interest in award nominees and category winners so that you stay up to date on who is excelling and why.

With awards in Ireland and abroad, research those relevant

to your business offering and target audience.

HOW TO PREP FOR AWARD ENTRIES

 Research relevant awards.

 Filter by submission date.

 Filter by cost (some are free, and others have an entry fee). Where there is a cost involved, speak to your marketing and communications lead to see if there is budget to cover the submission.

 Review application requirements well in advance of the deadline – you may need to collate data or involve others in the application.

 Make sure you include all your achievements while respecting the word allocation limits.

 Provide evidence to support your claims.

3 Steps for leveraging award opportunities

In summary, when exploring awards opportunities, follow these 3 steps:

1 RESEARCH to find the awards most relevant to your business and target market

2 PREPARE a strong application with facts and figures to back-up your efforts

3 CELEBRATE wins by leveraging PR opportunities and visibility across marketing and communication channels

Shout about the good news

Communicating Your Green Credentials

Communicating Your Green Credentials to Travel Buyers

We have focused on highlighting credentials to consumers, now let's look briefly at communicating your credentials to professional travel buyers.

As professional travel buyers operate in busy environments where they engage with multiple stakeholders and markets, it is helpful to note in bullet point format the responses to each of the below noted questions.

 What do we do to safeguard the environment?

 What do we do to champion and support our local community?

 What do we do to support local livelihoods and the economy?

While the outcome will naturally be different for each business,

it is useful to group the answers to these questions into two categories – 1) Key points; 2) Points of interest for the travel buyer and their global customer.

To ensure that your green credentials are fully understood and appreciated by a professional travel buyer when meeting in person, it is important that what you state verbally is reinforced.

 Visually: With well-chosen images and /or video that provide a positive showcase for your green credentials

 Behaviourally: A professional and friendly manner naturally aligns with a green ethos

Apart from written text, when creating content such as a PDF brochure you should also include:

 Quality images that showcase your green practices

 Relevant website links that a buyer can access to find out more about your green ethos and policies

 Accreditations, awards, or memberships of reputable organisations that can confirm your green credentials

Don’t forget to reinforce your green credentials during the on-site experience with travel buyers as well.

For examples and further information on how to highlight your green credentials to professional travel buyers, see here.

Key Insight

Remembering that accreditations and memberships known in Ireland may be unfamiliar in the global marketplace where travel buyers operate, it can be important to provide further clarity. For example, a food or drink-related tourism business might advise “As an ethical food practitioner and responsible supplier, we are members of Origin Green in Ireland which is the world’s only national food and drink sustainability programme.”

HONEY, KYLEMORE FARMHOUSE CHEESES, KYLEMORE, CO GALWAY

MARKETING & COMMUNICATIONS DOs

Be clear and concise in your messaging, avoiding complex language or jargon that the visitor will find difficult to digest.

Aim to educate employees, stakeholders and visitors about the impact carbon emissions are having on your local environment so they can understand your reasoning and appreciate your efforts.

Be unique by highlighting what you are doing differently to others and the benefits of your efforts.

Localise your message by communicating Climate Action relative to your business and destination.

Consider appropriate and reputable certification to build your green credentials.

Keep your target audience in mind and tailor your communication based on the segments you are speaking to. Different age groups and demographics have varying tastes and preferences and consume different types of media. Draft your message and select your marketing channels accordingly.

Build the creation and curation of imagery and video to support the communication of your Climate Action policies and initiatives into your content strategy and shoots.

Reflect care for the environment in every aspect of your internal culture and external visitor experience.

Share your wins through internal and external PR as they impact everyone.

MARKETING & COMMUNICATIONS DON'TS

Use heavy, complex terminology that the visitor may struggle to understand.

Just talk about reducing single-use plastic and recycling.

Highlight certification without clearly conveying the basis for earning the credentials.

Publish your message once and never update it. Keep your audience informed, interested, and engaged by regularly communicating what you are doing and coming up with new initiatives.

KEY RESOURCES

Claim that you source local produce without backing it up by sharing the stories of the growers and farmers you work with.

Communicate about renewable materials unless you can identify the material being used and explain why it is renewable.

State that your packaging is made from recycled material unless it is 100% so.

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Fáilte Ireland Consumer Insights Report Gain insights on future-facing sustainable experiences that could motivate people to make sustainable trip choices.

Climate Action Guides

Explore our series of guides as part of Fáilte Ireland’s Driving Action on Climate Change in tourism businesses. You can find links to all the others in the series to help you on your climate action journey here.

CLIMATE ACTION ROADMAP

Explore our key tool designed to help you navigate the climate action journey of cost and carbon reduction.

ERRIGAL MOUNTAIN, CO DONEGAL.

HOW TO FIND OUT MORE

Just click on the covers below to access each guide in our series.

ENERGY MANAGEMENT

Learn how minimising energy consumption using renewable energy alternatives will save costs and reduce carbon emissions.

BIODIVERSITY

Find out how enhancing biodiversity in your business or location is a great place to start actioning climate change.

WATER MANAGEMENT

Explore our guide for suggestions on how your business can reduce water consumption, resulting in a lower water bill.

MEETINGS AND EVENTS

Learn how to run a climate-friendly meeting or event that incorporates environmental considerations.

WASTE MANAGEMENT

Find out how waste management can reduce your carbon footprint which can directly lead to cost-savings.

FESTIVALS

Discover more about the importance of festivals for climate action from applying influence and inspiration to engaging with audiences.

CARBON OFFSETTING

Read our advice for tourism businesses who wish to complement their reduction strategies by offsetting emissions.

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