How to integrate sustainability across your website

Maximise your website's impact by integrating your sustainability practices. Learn how to showcase your sustainable commitment across your website.
Integrate sustainability across your website

Control the sustainable narrative on your website

For many travel businesses, their website is at the core of their marketing strategy. It’s the primary way to present your business to your (potential) costumers. In many cases, it’s also the main channel for bookings.

Unlike social media channels or through partners, your website offers you complete control of the narrative. This unique advantage makes your website the perfect place to seamlessly integrate sustainability. A well-designed and functional website (with a focus on sustainability) offers:

  • Enhanced online presence with sustainable branding
  • Increased bookings and sales through showcasing sustainable options
  • Opportunities to highlight your sustainable offer
  • Trust and credibility as a responsible travel business
  • Strong engagement with customers
  • SEO and online marketing opportunities

However, simply adding a page to detail your sustainability efforts is not enough. Travellers are increasingly stating that sustainability is becoming a more important factor in their booking decisions. Yet, there’s a gap between what travellers say, and what they do.

The sustainability say-do gap

Even though studies show a very positive change in sustainable travel behaviour, we don’t see these high numbers reflected in actual booking behaviour yet. When it comes down to making more sustainable choices during booking, many travellers show they have other priorities. Such as price, availability, and the overall experience.

Read more about the sustainability say-do gap

Where do you integrate sustainability on your website?

Instead of just highlighting sustainability, it’s essential to integrate it into all aspects of your communication. Your website should demonstrate how you’re maximising positive impact through your travel experiences. By showcasing your sustainable efforts effectively, you illustrate how these practices enhance the overall travel experience for your customers.

5 places to integrate sustainability across your website

Below, we discuss five key areas for integrating sustainability into your website. While some areas may be more apparent than others, applying sustainability practices across them ensures a seamless integration into your website.

  1. Homepage
  2. About us page
  3. Destination / Itinerary pages
  4. Blog / News section
  5. Sustainability page

1. Homepage

Use your homepage to highlight your commitment to sustainability. This could be through a dedicated section, or subtle (visual) cues that reflect your sustainable beliefs.

Visual elements

Use high-quality images and videos that showcase your sustainability efforts. Visual storytelling can be a very powerful tool in your communications.

Tone of voice

Incorporate clear messaging about your commitment to sustainability right from the start. This could be a tagline or a short statement that immediately highlights your core values.


Highlight quotes or reviews from satisfied travellers on the homepage to build trust around your sustainability claims.

Customer testimonials on sustainability

2. About us page

This page is an opportunity to dive deeper into your businesses’ backstory. Use this page to detail your sustainability practices. Share your mission, vision, and values that emphasise your commitment to sustainability.


Share the story of why and how your business was founded with an emphasis on your passion for sustainable travel. Personal stories resonate with readers and can help to your target audience.


Detail your sustainability practices and goals with transparency, showing not just the successes but also the challenges and how you’re addressing them. This builds trust with your audience.

Certifications and awards

Display any relevant certifications, awards, or recognitions you’ve received for your sustainability efforts. Explain what they mean and why they matter, helping travellers to understand the standards you uphold.

3. Destination / Itinerary pages

Ensure each specific page about a destination or travel experience includes information on how it contributes to sustainability. This could be through carbon offsetting, supporting local communities, nature conservation or protecting animal welfare.

Local impact

Explain how choosing a specific destination supports local economies, preserves culture, or contributes to conservation efforts. Be specific about the actions taken, such as employing local guides, supporting local businesses, or contributing to conservation projects.

Educational content

Include information on the ecological or cultural significance of the destinations, educating travellers on the importance of preserving these places. This can include tips for sustainable travel specific to each location.

Sustainability icons

Use icons or labels to highlight the sustainable attributes of each itinerary, such as “supports local communities” or “wildlife-friendly” providing a quick visual reference for travellers.

Sustainable icons on website

4. Blog / News section

Regularly post articles or news updates about your sustainable practices, achievements, and insights. This educates and engages your audience with your ongoing commitment to sustainability.

Success stories

Share detailed case studies or stories about specific sustainable projects you’ve supported or implemented, highlighting the positive outcomes.

Expert insights

Feature posts from your team or external experts on topics related to sustainability in travel, offering insights and tips.

Updates and news

Keep your audience informed about the latest developments in sustainability within your business or the travel industry at large, showing your commitment to staying informed.

5. Sustainability page

Create a page dedicated to your sustainable practices. Include detailed information about your initiatives, partnerships, and impact reports.


Showcase your sustainable initiatives and provide detailed descriptions, including how they’re implemented and monitored.

Impact reports

Publish reports or summaries of your sustainability impact, including metrics and statistics that highlight your contributions.


Feature partnerships with NGOs, local communities, or other organisations, showing your collaborative efforts towards sustainability.

Future goals

Share your short-term and long-term sustainability goals, demonstrating your commitment to improvement. Consider adding a timeline to illustrate your businesses’ journey.

Your website is just the starting point

Your website is just the starting point of where to share your sustainability story. Remember to extend your sustainable efforts through social media and email communications. These platforms are powerful tools to keep your audience engaged with your efforts.

No matter the channel, always prioritise honesty and transparency. By consistently showing your commitment and how you’re making a real impact, you build trust and inspire action.

Sustainable Marketing Program

Strategically navigating WHERE to share your sustainability journey is crucial, but it’s only part of mastering sustainable marketing. Our Sustainable Marketing Program not only guides you in effectively sharing your story but also helps you:

  • Understanding WHY sustainability is a core part of your business
  • Clearly defining WHAT your sustainable actions are
  • Mastering HOW to integrate sustainability into your communications

Designed for busy professionals, this 4-week program requires just 2-3 hours of your time each week. It’s your path to making sustainability irresistible to your travellers.

Master sustainable marketing


Roadmap to sustainable travel success (free Ebook)

Discover 6 proven paths to best-selling sustainable travel experiences.

Download free roadmap

Good Tourism Institute: sustainable today, travel tomorrow

Roadmap to sustainable travel success (free Ebook)

Discover 6 proven paths to best-selling sustainable travel experiences.