Is TripAdvisor’s GreenLeader Scheme a game changer? Yes and No.
Yes – because it offers a way in which businesses confident in their green credentials can reach a broader consumer market.
No for four important reasons:
- You need to be very confident as a business to make explicit statements about you green credentials if you are to risk claims for refunds by consumers who feel you’ve not delivered as promised. Being identified on TripAdvisor as having made claims which cannot be substantiated will be painful. Any business which is fingered for false claims by a consumer on TripAdvisor will be expected to deliver a paper trail which demonstrates the veracity of their claims. Surely the best way that a business can substantiate its claims and defend itself, in the small claims court or to TripAdvisor, will be through independent audit, provided by flagship programmes like Travelife and GTBS – both based in the UK and the leading international exemplars of best practice in certification.
- It is not just about the green agenda – there is more to Responsible Tourism and sustainability than that – the social and economic issues matter at least as much, and to many consumers more. Travelife and GTBS both address the broader agenda.
- Travelife and GTBS are both successful programmes, they both have recognition in the market place – it will be good to see businesses making more of the their graded and certified status on TripAdvisor – one of the ways to benefit from Travelife and GTBS will be to get it mentioned on TripAdvisor. Travelife brings recognition from the tour operators – a TripAdvisor rating will not carry weight with them
- The most important part of the audit carried out by established programmes like Travelife and GTBS is the process of preparing for the visit and the learning that comes from it.
So two cheers for TripAdvisor’s Greenleaders, and three cheers for the credible certification and grading programmes; TripAdvisor will help raise awareness amongst consumers and provide an additional means for certificated and graded businesses to communicate their achievement. I see TripAdvisor as an additional opportunity for businesses graded by credible established programmes like Travelife and GTBS to gain recognition with consumers and to have the confidence to talk about their achievements.
I asked whether TripAdvisor’s Greenleaders programme was a game changer on the WTM WRTD blog site. Here