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.
Build Trust Through Shared Values
Podcasts
Dr Xavier Font
Professor of Sustainability Marketing at the University of Surrey
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.
Dr Xavier Font
Professor of Sustainability Marketing at the University of Surrey
Latest from our Resource Center
01 Jun 2026
The Rise of The Fitness-Driven Hotel
Insights
Many travellers now expect hotels to support their fitness, recovery, sleep and nutrition goals. This is changing how hospitality brands design spaces, deliver …
14 Apr 2026
Mastery of Hotel & Resort Operational Auditing: How to Do It Right
Insights
Operational audits can be a powerful diagnostic tool for hotel and resort owners seeking to improve property performance. But if done the wrong way, they remain…
08 Apr 2026
The Evolving Role of Owner Representation
Insights
Hotel owner representation increasingly extends beyond individual projects to supporting investors throughout the entire lifecycle of their assets. Here is how …
01 Apr 2026
Reality vs feasibility: Where the Model Breaks
Insights
The gap between feasibility and reality often lies in how operational factors are accounted for. A robust feasibility study must go beyond validating demand and…
11 Mar 2026
Why Skipping Concept Development Costs More Than You Think
Insights
Concept development is often treated as a nice-to-have element, stemming from a misunderstanding that it is simply about branding or aesthetics. Many stakeholde…
30 Jan 2026
Advanced Property Evaluation: New Metrics for Modern Hospitality Assets
Insights
Hotel owners and investors must move beyond traditional financial indicators in asset evaluation and take a holistic approach with new metrics to uncover hidden…
09 Dec 2025
Dos & Don’ts in Leisure Development: What the Experts Say
Insights
Experts at the Resort & Residential Hospitality Forum 2025 outlined leisure development best practices – prioritizing authentic guest experiences, balanced tech…