Travel with Impact: The Advisor’s Role in Shaping a More Sustainable Future

As Earth Day approaches on April 22, sustainability is once again front and center in the global conversation. The hot-button topic resonates with the fact that as travelers are increasingly seeking deeper meaning in their journeys, sustainability and voluntourism are moving beyond niche considerations to more upfront priorities. Travelers are still looking for interesting places to visit, but they’re also considering how their travel choices can make a positive impact on local communities and the planet.

Recent research underscores this shift. According to an annual Sustainable Travel Report from Booking.com, a significant majority of global travelers say they want to travel more sustainably, with many actively seeking accommodations and experiences that minimize environmental impact. Similarly, insights from the United Nations World Tourism Organization highlight growing demand for tourism that supports conservation, preserves cultural heritage, and benefits local communities.

This trend presents an opportunity for travel advisors to help clients of all ages connect with memorable experiences that give back while also shaping a more responsible and resilient future for the industry.

Purpose-Driven Voluntourism

At the intersection of these priorities lies voluntourism—a segment of travel that blends vacations with purpose. Today’s travelers want to do more than see a destination; they want to contribute to it. Whether it’s participating in wildlife conservation efforts, supporting local education initiatives, or engaging in community-led projects, voluntourism offers a more meaningful way to experience a place.

Advisors are ideally positioned to guide clients toward responsible choices by vetting suppliers and recommending partners that prioritize ethical practices. This includes ensuring that voluntourism experiences are community-driven, transparent in their impact, and aligned with local needs—not simply designed for visitor appeal.

For Beth Bogan, travel advisor, Keys to the World Travel, voluntourism and sustainability in travel are “areas where I see both opportunity and responsibility. As advisors, we’re in a unique position to educate, guide, and introduce clients to options they may not have discovered on their own…There’s a growing desire among travelers to make their experiences more meaningful. Sometimes they just need someone to show them what’s possible.”

Giving Back Leaves a Lasting Impression

Bogan goes on to say: “I’ve found that whenever a trip includes even a small element of connection or giving back, it often becomes one of the most meaningful parts of their experience.

“In many cases, the greatest impact comes through meaningful interaction with local communities—whether that’s working with local guides, supporting small businesses, or creating opportunities for genuine cultural exchange. For example, I have a group of women entrepreneurs traveling to Ireland later this year who have intentionally built in time to connect with, learn from, and share insights with local women business owners. Moments like that create a deeper sense of connection and purpose within the journey.

“Personally, I have experienced voluntourism firsthand, and it left a lasting impact on me. My son and I traveled to Mexico to build a home for a family, and working side by side with the local organization and with the family toward a shared goal was incredibly powerful. Despite my very broken Spanish, I was able to have a meaningful conversation with the mother. We shared a quiet tenderness and a mutual desire for our teenage sons to have bright futures. In that moment, our connection as mothers transcended language and was deeply felt by us both.

“Travel that invites intentional connection with a community creates perspective, fosters gratitude, and often becomes the part of the journey that stays with you long after you return home.”

Encouraging Sustainable Travel

Beyond voluntourism, advisors can also influence more sustainable travel behaviors overall. From recommending eco-certified accommodations and lower-impact transportation options to encouraging longer stays that reduce the frequency of travel, small decisions can collectively make a meaningful difference. Advisors can also educate clients about respecting local cultures, reducing waste, and supporting locally owned businesses—all of which are key pillars of responsible tourism.

Importantly, sustainability does not mean sacrificing luxury or comfort. In fact, many high-end travel experiences now integrate sustainability seamlessly, offering clients the opportunity to enjoy exceptional service while also making more conscious choices. This alignment is particularly appealing to travelers who view sustainability as an enhancement, not a limitation, of their overall experience.

Vetting Suppliers & Experiences

Travel advisors can play a critical role in separating meaningful, community-driven initiatives from those that simply market themselves as “sustainable.”

A key first step is due diligence: advisors should look beyond surface-level claims and evaluate whether a program is developed in partnership with local communities, rather than imposed on them. Reputable experiences will clearly outline how funds are distributed, who benefits locally, and what long-term impact the program is designed to achieve.

Equally important is assessing whether experiences are ethical and non-exploitative. Advisors should prioritize programs that empower local people—such as locally owned businesses, community-led tours, or conservation efforts guided by trained professionals—while avoiding those that commodify culture or create dependency.

Asking questions about group size, community involvement, and measurable outcomes can reveal a great deal about a program’s integrity. By taking a thoughtful, informed approach, advisors not only protect their clients’ experiences, but also help ensure tourism dollars contribute positively and sustainably to the destinations they serve.

Mekelle Daniel, director of beyond business, Gateway to Magic Travel, says: “I ask a lot of questions. For example: How much of the donations actually go to the need/cause? What is the overhead versus how much is used? What are the lasting benefits? Can you see results from differences made years prior?”

And Bogan offers this advice about vetting suppliers and experiences: “It’s important to prioritize working with trusted suppliers and partners who have a proven track record of ethical practices and transparency. I take the time to understand how their programs are structured, how local communities are involved, and whether the benefits are truly reaching the people they’re intended to support. It’s about looking beyond the marketing language and making sure there is real substance behind the sustainability claims.”

Starting the Conversation

Truth be told, for many travel advisors, the idea of purpose-driven travel is gaining momentum among clients, but sustainability and voluntourism specifically are still emerging areas of interest rather than strongly client-driven trends.

“Many travelers care deeply about making responsible choices, but they don’t always know what that looks like in practice or what options are available to them,” explains Bogan. “What I’ve found is that when these opportunities are introduced and explained, clients are very receptive. It often shifts from something they hadn’t considered to something they genuinely value as part of their travel experience.”

As the trend toward sustainability and voluntourism continues to grow, travel advisors have a unique opportunity to serve as both curators and advocates for meaningful travel. By guiding clients toward community-driven experiences, and prioritizing partners who share those values, advisors can play a pivotal role in ensuring that tourism remains a force for good around the globe.

FROM THE SPONSOR:

At ALG Vacations®, we believe travel has the power to do more—not just for your clients, but for the communities and destinations they visit. As demand grows for more meaningful, responsible travel, we’re proud to support advisors with the tools, partnerships, and programs that help turn intention into real impact. Through initiatives like Kindness Carries On, along with advisor-focused events and hands-on giveback opportunities, we create meaningful ways for you to engage more deeply—connecting you with local communities, purpose-driven experiences, and opportunities to give back while you travel. These moments not only enrich your own perspective but also empower you to better guide clients toward travel that makes a difference. With expert support from our BDMs, dedicated booking support from our Premier Destinations Team, and ongoing education through ALGVPro, we’re here to help you confidently curate experiences that are as impactful as they are unforgettable. Follow us on social media and be part of a community committed to shaping a more responsible future for travel.