Trends & Insights
‘Travel Experience Voices’ – The conscious consumer
The ‘Travel Experience Voices’ report also underscores the need for collaboration within travel retail as mandatory to making progress in decarbonisation.
Lagardère Travel Retail says that raised consciousness about sustainability among travellers means we have reached a “pivotal moment to adapt and innovate” as an industry.
“The dialogue around CSR transcends mere regulatory compliance or marketing strategy; it is about forging genuine connections with the eco-conscious travellers and educating those less aware of their environmental footprint. Transparency becomes the cornerstone of consumer trust.”
The level of demand for responsible consumption among travellers is rated as 3.2 out of 5 by airports and brands.
The online survey revealed the main hurdle faced by airports and brands is simplifying CSR messaging without falling into the trap of ‘greenwashing’. Conveying often complex messages around CSR and measuring the impact of communication in this area are also difficult, respondents said.
More action can be taken to commit to carbon-cleansing and making eco-pledges that can serve as aspirations to drive direct action.
A further external view is provided in the report by Utopies Associate Director Sophie Labbé. She says: “Retailers must transition from simply supplying demand to curating an offer that reflects a deeper understanding of quality—one that encapsulates environmental and social considerations.
“This journey demands that retailers retrace their value chains and build expertise on foundational issues—from sustainable agricultural practices to packaging eco-design—that were once beyond the buyer’s remit.
“Defining what constitutes a responsible product is also key. It’s not about achieving perfection but about setting objective criteria and KPIs. Relying on third-party certifications and labels can help build credibility and confidence in the approach. However, setting standards is only part of the equation. Retailers are also expected to make deliberate choices, even ban certain practices—like off-season vegetables and fruits or frequent fashion drops—to align actions with convictions.”
She adds: “At the forefront of change, retailers have a unique opportunity to lead. Financially supporting suppliers to adopt more sustainable practices, influencing consumption through transparent marketing, and ensuring affordability of responsible products are all part of the transformative toolkit.”
Summarising the key messages under this conscious consumerism theme, Lagardère Travel Retail Asia COO and Global Chief Strategy and Development Officer Séverine Lanthier says: “The report reinforces the need for collaboration by all of the Trinity players in this area.
“What was surprising to me was how communication to the consumer was at the heart of many responses. It is important of course but we need to see more action day to day from all parts of the industry.
“We try to focus on the responsible offer and see that consumers are aware of the environmental impact of the offer. As operators we have a role in building the offer and pushing our brand partners to do even more. It is what consumers want to see.”
Discover Singapore at Changi Airport is one of many stores in which the travel retailer conveys its core sustainability messages
Partner’s message
The Moodie Davitt eZine
Issue 334 | 12 May 2024
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com