A growing trend in travel is what we call “Travelers Philanthropy” whereby tour operators and other travel providers make it easy for their customers, their employees, and their company’s “giving back” team to support worthy causes.
Web tools describe carefully screened causes, ranging from supporting elephant orphanages to rain-forest protection to child education and welfare. Those wishing to contribute can pay online – either before, during, or after their travel experience.
This “opt-in” method of giving is great for all involved.
Some travel providers have created their own programs, while others simply direct their clients to trusted non-profit groups who do all the heavy lifting. Our favorite is STI – Sustainable Travel International, a global leader in providing resources to help travel companies and their clients be “greener” and in tune with the needs of community members at the destinations we travelers visit.
Should tour operators promote their good deeds? I say yes!! While we all hope that motivations are altruistically driven, first and foremost, there’s nothing wrong with communicating your actions and intentions to your past and potential customers—and there are plenty of good reasons to do so. You benefit by promoting positive attributes of your company. You inspire others – both travel professionals and travelers themselves – to do good. And don’t overlook the fact that some of your competitors are getting the marketing benefit you may deserve as much or more than they.
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