"Carbon offsetting is a way to make the problem visible but it is not the solution"

EFT Special

In these times of noticeable global warming and environmental changes, knowing how travel companies are contributing towards conserving and supporting the environment can be quite insightful.

Recently, EyeforTravel.com's Ritesh Gupta checked with Jan Peter Bergkvist, Director of CSR, Safety & Security, Scandic on corporate social responsibility in this arena.

Bergkvist said running a business in a sustainable way is not only about being responsible, but it is also about surviving as a business in the long-term while doing short-term winnings in the mean time.

Travel companies are coming up with carbon-neutralisation campaigns. For example a leading car rental company has decided to plant more than 100,000 trees covering 100-hectares of degraded land by mid 2008. On such moves, Bergkvist said, "Carbon offsetting is a way to make the problem visible but it is not the solution. We all need to both offset but more importantly save energy and change to renewable sources and this need to happen fast! This is just a way to make the problem visible and something we can do in a transition period parallel with changing to renewables. With that background it can be considered a good service to offer to your customers."

Customers are being encouraged to make a voluntary donation, too. When queried which is the best way to communicate the `Green' message on part of travel companies to consumers, he recommend that the companies can act in a sustainable way in their daily operations and by that encourage customers to contribute to a better future by choosing our companies.

Bergkvist felt that companies can ensure green campaigns are engaging and interesting by "basing them on a real understanding of the actual challenges we have and implement actions that really contribute to a positive change."

"And finally through a pedagogical communication that enables the customer to understand your true commitment."

At the same time, Bergkvist cautioned that in case any product that isn't thought-through will be rejected in terms of negative backlash by marketing an unqualified green product.

When queried how critical are such issues going to be for travel companies going ahead, Bergkvist said,

"Moving towards a sustainable future is a must for all individuals, organisation and companies so we will surely see an increasing focus on all types of communication and action in this area within all businesses."