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Khiri Travel’s founder Willem Niemeijer tells Chloe Cann what the Travelife scheme means to the destination management company and how agents can offer more responsible holidays.
With consumers wising up to exploitation in the developing world, it’s only a matter of time before responsible, sustainable and ethical travel become more than buzzwords. The ill treatment of animals on factory farms and labourers in the garment industry are issues that have already been put under the microscope; the travel industry could well be the next industry to come under fire according to Khiri Travel’s founder and chief executive, Willem Niemeijer. Since Khiri was established in 1993, Niemeijer says he has already seen a change in customers’ consciousness.
“There’s growing concern from customers about products being sourced ethically and responsibly,” he explains. “We see an increasing number of clients insisting on a fair supply chain. In Europe there’s growing pressure for tour operators operating in Asian countries to be sustainable. In the garment industry now you can’t get away with just going for the cheapest manufacturing company, and the end supplier, such as Nike or Adidas, is responsible.
This parallel will continue in the travel industry.”
The destination management company makes ground arrangements for operators – such as Steppes Travel and Rickshaw Travel – and deals directly with agents, in seven Asian countries. It was recently awarded Travelife certification in its three most popular destinations – Thailand, Burma and Vietnam – having undergone a rigorous process to ensure that they meet the organisation’s exacting international standards, in line with Khiri’s “think global, act local” philosophy.
Initially, however, Niemeijer was hesitant to obtain any kind of responsible travel certification. “At the beginning it seemed like a gimmick, and we were never comfortable with that,” he says. “Then sustainability became more of a mainstream theme, especially in the UK with Abta taking a very brave lead on that – we were intrigued by the professional way they took it up.”
When it came to implementing some of Travelife’s principles Niemeijer also had reservations. “You really have to involve your team – you can’t hire one person who does everything. When I first saw that part [of the certification] I was a little sceptical. I wondered ‘how are the staff going to be motivated by going greener?’ Separating garbage is something that’s simply not done in Asia.” Yet much to Niemeijer’s surprise local employees took to the scheme with gusto. “Local staff have been the driving force behind it,” he adds.
While DMCs have a responsibility to provide tours, hotels and transfers that ensure best practice, so too do all other links in the supply chain, says Niemeijer: from tour operators to agents on the frontline. “We see there’s power in numbers,” he says. “We definitely have to cooperate and we’d love to see more tour operators applying for Travelife certification.”
So what can agents do? Inform yourselves and educate others, says Niemeijer. “The overall raising of awareness is something that needs to be addressed,” he states. “It’s good just knowing these kind of certification projects are out there. Something agents can do is to ask their chosen partner – why aren’t you Travelife certified? Everybody can do it. Travelife’s the best out there. I think that needs to be demanded.”
With rising awareness among consumers it makes business sense to spell out the advantages of responsible holidays to clients, Niemeijer adds. “Customers are interested in doing more. It’s an added USP and shows you’re an expert and that always helps in the sales process.”
