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Tripadvisor game changer for green tourism certification? – professor Goodwin thinks so
Tripadvisor launches Green Leaders in Europe – voices raised in angry protest
Last week Tripadvisor launched their Green Leaders program in Europe see STORY HERE
Said Professor Harold Goodwin in his Responsible Tourism blog this week: "When TripAdvisor launched its Green Leaders Programme in Europe on Monday, March 19, there was so much interest that their site crashed. Not perhaps surprising since all the certification schemes have struggled to put the green credentials of the businesses they certify before the travelling public, whether travelling for or leisure."
He says that Tripadvisor Green Leader scheme is a gamechanger because it offers a way in which businesses confident in their green credentials can reach a broader consumer market.
"With 260 million unique monthly visitors in 2013, and more than 150 million reviews and opinions covering more than 3.7 million accommodations, restaurants and attractions the green credentials of businesses will be out there in the market place. That is a game changer. Achieving scale and reaching the biggest possible market matters."
"The TripAdvisor Green Leaders Programme is free and it will have market reach – this will pose major challenges for existing schemes, some will probably cease to trade. Those that offer real benefits for the business from the advice and audit process will continue to provide a valued service. Their clients will be able to secure a much bigger market reach, they can list themselves on TripAdvisor at no additional cost, and with the security that their experts can substantiate their claims. Potentially a win win."
"There are some major businesses already engaged: Marriott International, Hilton Worldwide, Red Carnation and Macdonald Hotels. There will be more. The Greenleaders programme launched in the USA in April in 2013 and it already has 3,700 accommodations with TripAdvisor GreenLeaders status. A game changer in volume and reach – but much more besides."
Professor Goodwin also vaunts Tripadvisor’s transparency, and says that "He remains to be convinced that Tripadvisor lacks integrity. He is also impressed that Tripadvisor’s terms and conditions for ‘Green-ness’ are tough.
However, even on his WTM Responsible Tourism blog voices are raised in angry protest… there is certainly more to be said about Tripadvisor’s Green Leader program.
Valere Tjolle
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