I work with freelancing eco creatives to develop and master marketing and messaging skills in an ethical way that helps them stand out and attract mission-aligned clients so that together, they create epic award-winning campaigns that inspire entire generations to connect more with nature and shop consciously.
👣🌴 : 20 airlines already changed their copy
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Hi Reader, Open your trip overview page and read the first line under the header. If it says sustainable or carbon neutral with no number attached, that line has a deadline now. September 27. That's when the EU's Empowering Consumers for the Green Transition Directive starts applying in all 27 member states. Germany already wrote it into the UWG back in February. You've seen the first round of this already. In November, more than 20 airlines agreed to stop telling passengers their flight emissions could be neutralized by paying into climate projects. The European Commission ran that one with the national consumer authorities. Fourteen new rules. Four of them change how you write about a trip. ↳ Offsetting a trip and calling it climate neutral is banned outright There's a fifth that catches travel brands more often than any of those. Claiming an environmental benefit for your whole business when it only applies to one part of it. "Our sustainable lodge" when the sustainable part is the solar array and the towels. Most of the fix is writing. "Sustainable lodge" becomes "solar has covered 100% of our electricity since March 2021, and our rainwater system cut mains water use by 63% last year." Same claim, and it books better, because that's the detail a conscious traveler was looking for anyway. I've put all fourteen rules in this article, so you can check any wording your team argues about. I'm running green claims audits before September 27. I go through your site and your trip pages, mark every claim that fails, and rewrite the vague ones into specifics your team can prove. You get the wording back ready to publish. I can take four new clients before the deadline. If you want to be one of them, reply and tell me which website needs assessing and we'll have a conversation first. In service of nature, |
Jessica Lohmann
I work with freelancing eco creatives to develop and master marketing and messaging skills in an ethical way that helps them stand out and attract mission-aligned clients so that together, they create epic award-winning campaigns that inspire entire generations to connect more with nature and shop consciously.
Hi Reader, On Thursday, November 5, at 12pm EST (6pm CET), I’m joining Tourism Cares for “Technology and Sustainability: Advancing Meaningful Travel in the Modern Age.” Destination leaders and technology innovators will look at how destinations use technology to influence traveler behavior and strengthen community connections, and at the tradeoffs of an increasingly digital future. I've been invited to be on the panel with Dan Flores (Satisfi Labs), Alexis Kreluk (ConnectSeven Group) and Xose...
Hi Reader, I’m joining a Tourism Cares panel on November 5 to talk about AI search in travel. So honored to get this invitation. If you work with travel brands, or run your own creative business in the travel industry, this one is especially for you. Travelers now plan trips by having deep conversations with an AI, and they often get a short list of names. A brand that isn’t on that list may not be considered. Your travel clients may soon ask you about it. What I love about this development...
Hi Reader, I keep having some version of this conversation with travel brand founders, so I'm putting it in writing here too. You already know travelers are asking AIs where to go. You may have also read that this kind of search barely sends any traffic to travel sites directly, and quietly moved it down the priority list. The traffic is there. It just doesn't look like it’s coming from ChatGPT, Claude, and co. Most travelers who get your name from an AI answer don't click through right then....