Скачать или смотреть Overcoming Green Fatigue: How To Talk To Guests About Sustainability

Sustainability-oriented marketing communication is often interpreted as greenwashing and customers can´t keep up with all the sustainability seals anymore. It seems that customer reviews addressing sustainability are regarded as more credible. TripAdvisor´s Green Leaders program evaluates those comments. The analysis of these customer reviews, supplemented by studies of Harvard University, will be presented to the public for the first time. The results will show how sustainable product development as well as marketing communications can become more successful.

Moderated by:
Matthias Beyer, Managing Director, Mascontour

Panel guests:
Jenny Rushmore, Director of Responsible Travel, Tripadvisor
Deirdre Shurland, Coordinator - Global Partnership for Sustainable Tourism, UNEP DTIE

The full presentation will be hold during ITB CSR day 2 on 7 March from 3.15 - 4.00pm