The “Better” Choice: Making Low-Carbon Travel the Easy Option
May 8, 2025
12pm ET / 6pm CET
For many travelers, sustainable choices still feel like extra work, a trade-off, or a costly decision. But what if the lowest-carbon option was also the easiest and most appealing?
In this webinar, we’ll explore how travel companies and destinations can redesign their experiences and marketing strategies to naturally nudge travelers toward climate-conscious choices–without requiring them to make a sacrifice. Our CEO, Paloma Zapata, will chat with leading tour operators and destination marketing organizations who are removing the hassle from climate-friendly travel and making it the desirable option, including Shannon Guihan of The Travel Corporation, Michele Harvey of Butterfield & Robinson, and Susanne Andersson of Visit Sweden.
Join us to gain practical, real-world insights on how to make sustainability the better choice – not just for the planet but for travelers and your business.
What You'll Learn
- How to seamlessly incorporate low-carbon alternatives like trains, cycling, and greener accommodations into itineraries–making sustainability intuitive and frictionless for travelers.
- How clear, transparent emissions data helps travelers easily identify the most sustainable options.
- How to position climate-friendly experiences as the default and higher-value choice through packaging, incentives, and messaging.
- How partnerships, bundling, and strategic pricing can lower costs and make sustainable travel more accessible.
- How to use emission targets and action plans to guide your efforts from start to finish.
Can’t make the live event? Register anyways and we’ll send you the recording.
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Meet the Experts
Speaker
Shannon Guihan
Chief Sustainability Officer and Head of TreadRight, The Travel Corporation
Shannon Guihan is the Chief Sustainability Officer and Head of TreadRight at The Travel Corporation (TTC), a global portfolio of 18 travel brands. She leads TTC’s sustainability strategy and impact reporting, including the company’s validated net zero targets, and oversees the TreadRight Foundation, which supports projects focused on Planet, People, and Wildlife in over 25 countries.
With more than 20 years of international experience in tourism development, Shannon has worked with both global and specialist tour operators, as well as destinations, serving as a strategist and sustainability leader. She was recently a panelist at COP29 in Azerbaijan and Phocuswright Europe in Barcelona, and in 2024 was named one of Travel Pulse’s Most Influential Women in Travel.
Shannon holds a Master of Science in Tourism and Environmental Management from Oxford Brookes University and a bachelor’s degree in Outdoor Recreation and Environmental Education from Acadia University. Her first and favorite job was as a sea kayaking guide in her home province.
Speaker
Michele Harvey
Sustainability Lead, Butterfield & Robinson
Speaker
Susanne Andersson
CEO, Visit Sweden
Susanne Andersson is the CEO of Visit Sweden, the Limited Marketing Company for the Tourist destination of Sweden. The Company is owned by the Swedish Government. After several year as acting CEO and vice chairman of Visit Sweden’s board, as well as the chairman of the Business Organisation “Swedish Tourism”, Ms Andersson was engaged as CEO of Visit Sweden in February 2022.
Susanne has worked all her life in the service and hospitality industry as a highly valued and award-winning entrepreneur. For many years, Susanne has also been involved in a wide range of national business-, employer- and hospitality industry organisations.
Susanne is by nature a person who, through a large portion of positive energy, is able to link people together by creating a positive climate for collaboration towards common goals. Susanne and her family live just outside the mid-north Swedish town Östersund, in a villa on the shore of lake Storsjön. She like to spend time in the family holiday home in Vemdalen in the Swedish mountains, or on the hunting grounds together with the family’s dogs.
Moderator
Paloma Zapata
CEO, Sustainable Travel International
Paloma Zapata leads Sustainable Travel International’s global efforts to maximize tourism’s contribution to environmental conservation and community well-being. With over 15 years of experience in sustainable tourism, Paloma has implemented impactful initiatives in 26 nations across the globe. Paloma manages the organization’s efforts to engage the tourism industry in climate action through a suite of carbon measurement, offsetting, and educational solutions. She is also working alongside destination leaders and communities to define a Carbon Neutral Destination model.
Road to Net Zero
A webinar series catalyzing climate action in travel
It’s readily apparent that the world must take swift, ambitious action to reach net zero emissions. What’s less evident is how to get there. Our Road to Net Zero Webinar series offers stakeholders support on their journey to net zero travel. Each webinar takes a deep dive into a different aspect of climate action, demystifying confusing or controversial topics and highlighting real-life examples of climate action in practice.