Pen Portrait: How will Ethical Travellers plan their travels in 2030?

Daniel Batchelor

Global Head of Corporate Communications, Amadeus IT Group

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Meet Stan. He’s a 35 year old American and for him holidays are not bought, they are earned. He rigorously monitors his eco-impact using a total life-logging app which plots his lifestyle against an index of eco-ideal behaviours, taking in everything from his transport choices to his electricity consumption to the mileage on the food he eats. He’s then rewarded for his greenness with payments in a cryptocurrency called KindCoin, an initiative financed by a Corporate Social Responsibility drive at his workplace.

ethical travellers


Stan likes this because he gets paid for behaviours which are good for the world, and he finds it satisfying to know that, when he travels, his negative impacts can be offset elsewhere in his life.

To cut down on this negative impact, he creates links with connected communities within the app to arrange group travel, and receives notifications regularly about seats on planes which would otherwise go unfilled.

Because he is flexible and impulsive, and his work for a tech start-up allows him a degree of flexibility in his working, he can afford – both financially and ethically – to travel by air more than most, an idea that his non-initiated friends find strange given that he is so eco-aware.

He explains that it is about a mixture of app-enhanced awareness, and a willingness to make micro-compromises on his holiday time and on travel luxuries that allows him to travel so regularly and so guilt-free.

For example, he charges his devices by cycling or using solar power. He earns KindCoins by micro volunteering his IT skills in local communities when he is away, or by evangelising the eco-cause on his networks. This isn’t too time-consuming, and it helps him sleep better at night.

Interested in learning more about Ethical Travellers like Stan? Have a look at our Traveller Tribes 2030 report.