The company says that Holidays Forever represents the next stage of its sustainable tourism strategy and the brand will be also be used to raise awareness of sustainable tourism amongst company employees.
Thomson and First Choice are making 20 sustainable commitments under the Holidays Forever banner, including reducing the carbon emissions from the TUI Travel airlines by 6% by 2014 and aiming to recycle 30% of the cans it hands out onboard its flights.
The brands will have Holidays Forever microsites to educate customers on greener holidays and to provide suitable tips. Each site will have its own voice in keeping with the Thomson and First Choice brand identities
Jane Ashton, head of sustainable for development, says: “Whilst we are proud of the efforts we have made to date, we recognise that we are still at the start of our sustainability journey.”
The companies have carried out research that shows customers are more receptive to messages about the environment than they were five years ago. In a poll carried out by Clicktools completed by 830 customers in January 83% of respondees said that they appreciate advice form a tour operator on how to make their holiday more environmentally and socially responsible when they’re abroad.