As travel advisors, you’re shaping the way your clients interact with the world. That means you have a unique opportunity, and responsibility, to be an advocate for the places your clients visit. Sustainability isn’t just a buzzword; it’s a powerful lens through which you can elevate your business, align with modern values, and support the long-term viability of the destinations we all cherish.

Sustainable travel advisor practices go far beyond encouraging reusable water bottles. It involves culture, community, and connection. Here’s how to think differently about sustainability and incorporate it into your client experiences.

Rethink What Sustainability Means

Dr. Paige Veen, Executive Director of the Sustainable Hospitality and Tourism Management Program at Cal State Monterey Bay, reminds us that sustainability isn’t just about the environment.

“Sustainability is not just about reduce, reuse, recycle. It’s about preserving culture, supporting the local economy, and fostering social responsibility.”

Think of it as a three-legged stool: environment, culture, and economy. True sustainability balances all three. This shift in mindset helps advisors recommend experiences that not only wow travelers but also respect and enhance the destinations.

Off-Season and Off-the-Beaten Path

One powerful tool for combating over-tourism? Timing and location. Helping clients travel during the off-season or guiding them to lesser-known destinations can:

• Create more authentic experiences
• Support local economies
• Reduce strain on overwhelmed cities

For instance, if your client dreams of the Amalfi Coast in July, be honest about the reality: shoulder-to-shoulder crowds and minimal immersion. Instead, consider coastal gems like Malta or explore the region in the fall.

Lead with Education, Not Judgment

Travelers want to do the right thing, but often they simply don’t know how. As their advisor, you’re in the perfect position to educate them gently on cultural norms and tipping, share the value of supporting locally owned restaurants, guides, and artisans, and explain the impact of travel timing and over-tourism.

Pro Tip: Frame these insights as added value. Instead of preaching, position your knowledge as enhancing their travel experience.

Partner With Intentional Suppliers

The ripple effect of your questions matters. Ask your DMCs and tour operators if they employ local guides, how they give back to the community, and whether their accommodations are engaging in sustainable practices. These conversations nudge partners toward transparency and improvement. Your curiosity signals to suppliers that sustainability is a growing priority among travelers.

Build Meaningful Itineraries

When crafting itineraries, consider how they support cultural preservation, connect travelers to the local community, and incorporate environmental mindfulness. Choose experiences that highlight and respect local heritage, include visits to local markets or artisan workshops, and recommend properties that make eco-conscious efforts such as farm-to-table dining or renewable energy usage. Even urban hotels can champion sustainability—like Carmel Valley Ranch in California, which offers beekeeping classes, garden-to-glass cocktails, and goat cheese-making experiences.

Embrace Your Influence

Advisors often underestimate their role. But you are the most influential player in creating more sustainable travel habits. You shape traveler behavior, guide supplier standards, and reinforce values through every booking. Start small: Add a sustainability commitment to your website. Share why this matters to you. Create tip guides that include recommended gratuities, explain why local tipping matters, and help clients prepare appropriately.

Final Thoughts

Being a sustainable travel advisor doesn’t require a complete overhaul of your business. It requires intention. It means educating yourself, asking thoughtful questions, and reframing travel as a collaborative act of stewardship.

The journey toward becoming a more intentional, values-aligned advisor starts with self-education and curiosity. Excellent resources include the Global Sustainable Tourism Council (GSTC), which outlines clear criteria and best practices; Leave No Trace, which provides simple, actionable principles for minimizing impact; and Travel Unity, which offers training on inclusive and community-based travel experiences.

As you start embracing these practices, consider tools that can support your communication strategy. The Client Communication Templates from TIQUE are an excellent way to reinforce sustainability values and set expectations with clients from the beginning.