U.S. Travel Association Launches Sustainability Initiative

Sustainability in the meeting and event industry is a long-term strategy, one that necessitates the launching of 20- to 30-year plan. A new effort led by the U.S. Travel Association just might the start of such an initiative.

“The new science around removing carbon from our air is an opportunity to remove pollution at the same time that we focus on reducing emissions,” said Michael Dominguez, President and CEO of Association Luxury Hotels International (ALHI) and a member of the newly launched Sustainable Travel Coalition. “The next decade could be really exciting about the progress we witness. We have a responsibility to be good citizens and protect our planet while we explore the planet. The two are not mutually exclusive.”

Amplifying industry goals and commitments to conservation, best practices, waste, and emission reductions are among the priorities for the coalition of hospitality industry organizations that will serve as an advisory body to the U.S. Travel Association on sustainability issues, opportunities and concerns within member organizations and destinations.

A dedicated Policy Committee will help drive the broader coalition’s efforts to enable regular progress and collaboration.

“Seeing the world and saving the world should not be mutually exclusive,” said U.S. Travel Association Executive Vice President of Public Affairs and Policy Tori Emerson Barnes. “As technology advances and consumers demand more sustainable travel options, the work of this coalition will ensure that the U.S. travel industry can meet the needs of an evolving market while also protecting our planet’s natural resources.

“This is clearly an issue that spans well beyond the travel industry itself to practically all other sectors of the U.S. economy. By bringing together stakeholders across related industries, we are aligning leaders in travel, transportation and technology on the critical issues that will affect their businesses for decades to come.”

The coalition is designed to align the travel, transportation and technology sectors in developing and advancing strategies for a more sustainable future for the U.S. travel industry. Among the nearly 60 industry leaders who have joined the coalition include executives from convention and visitor bureaus, hotels, airports, industry associations and more.

The coalition members will serve as thought leaders for U.S. Travel, the national, non-profit organization representing all components of the travel industry.

Dominguez said USTA is focused on a mobility initiative and sustainability plays such a large part in that initiative. 

“The US is behind the curve as the last national strategy around mobility was with the Eisenhower administration,” he said. “If we expect to see the increase of international visitation that we forecast, our ability to get people moving most effectively and in the most sustainable way possible is critical to our future growth.”

U.S. Travel announced several long-term goals tied the coalition’s work, including:

·      Spotlight industry progress by showcasing innovative technologies and calling attention to the ongoing actions and leadership of travel professionals in the sustainability space.

·      Amplify industry goals and commitments to conservation, best practices, waste and emission reductions and both long- and short-term investments.

·      Highlight why sustainability matters and the importance of it as a core to travel's future.

·      Play offense by identifying and promoting proactive policies to help the industry achieve its goals.

·      Defend against harmful policies that slow progress toward sustainability goals or penalize the industry without progress.

“As technology advances and consumers demand more sustainable travel options, the work of this coalition will ensure that the U.S. travel industry can meet the needs of an evolving market while also protecting our planet’s natural resources,” Barnes said.

Additionally, the Sustainable Travel Association issued a letter to Congress, urging the government to act on several initiatives that protect environmental resources and promote more eco-friendly travel options. More than 100 industry organizations, including from the coalition, co-signed the letter, which pushes for new tax incentives and more energy efficiency infrastructure.

"Travel businesses and organizations of all sizes — from airlines and hotels to airports and attractions — are already taking steps to reduce waste, lower emissions, protect natural environments and switch to more sustainable sourcing. However, to accelerate and enable greater investment in this area, we need greater support at the federal level," the letter said.

The letter listed among priorities to be considered:

·      A tax credit for the production and use of Sustainable Aviation Fuel, such as those proposed in the Sustainable Skies Act;

·      An enhanced tax credit to increase the availability of electric vehicle charging stations;

·      An enhanced tax deduction to increase energy efficiency upgrades to commercial buildings;

·      Federal investments to protect and restore natural attractions, including recreational waterways, shorelines, and National Parks;

·      Other clean energy incentives for investment in renewable energy deployment, green hydrogen, carbon capture and storage, direct air capture and other innovative technologies to lower the carbon intensity of transportation fuels and the power grid.

The coalition will meet virtually three times per year to receive updates from the committee on policy development and progress. There will be on in-person meeting, coinciding with U.S. Travel's Future of Travel Mobility Conference, Sept. 20, in Washington, D.C.

Barnes said travel businesses and organizations “are already taking steps to reduce waste, lower emissions, protect natural environments and switch to more sustainable sourcing. However, to accelerate and enable greater investment in this area, our new coalition can speak with one united voice to policy makers to advance investment and create a sustainable travel culture for generations to come.”

“This is clearly an issue that spans well beyond the travel industry itself to practically all other sectors of the U.S. economy,” she added. “By bringing together stakeholders across related industries, we are aligning leaders in travel, transportation and technology on the critical issues that will affect their businesses for decades to come.”