Build Trust Through Shared Values
Spanish podcast with English subtitles. Professor Xavier Font from the University of Surrey explains why most sustainability communication in tourism fails—marketers greenwash unintentionally while sustainability experts write for auditors, not customers. He shares proven strategies for implicit communication that enhance experiences rather than preaching, reveals why small businesses earn more guest trust than certified chains, and discusses how the EU's Green Claims Directive will change everything by 2026.
Subscribe to our channel
Clicking the button below will lead you to our YouTube channel, where you can complete your subscription.
Thank you for watching!
Dr Xavier Font
Professor of Sustainability Marketing at the University of Surrey
Dr Xavier Font is a professor of Sustainability Marketing at the University of Surrey. He has published widely about sustainable tourism marketing, communication, and certification. He is currently serving as an advisor in the Travalyst coalition. He has conducted over 200 courses for more than 5,000 businesses on how to market and communicate sustainability. Recently, he was the Principal Investigator for the University of Surrey for the €24.5m EU Interreg project Experience to develop low-season sustainable tourism visitor experiences. He has just published a report with Booking.com and Accor on how to communicate sustainability actions persuasively.
Watch more videos
Restore hospitality industry jobs' prestige
Dr. Achim Schmitt talks about the importance of reigniting the prestige of the jobs in hospitality industry, and its complex positive impacts in both the present industry and for the future professionals including employer branding, and the consequent employee engagement and guest experience. view more
Be faster, become a better story-teller
Dimitris Manikis shares his learnings from the pandemic era, his thoughts on the importance of embracing younger generations' ideas and why the hospitality industry narratives need to be changed. view more