Startseite » Projekte » A „nudge“ towards sustainability

A "nudge" towards sustainability

How can travelers be motivated to travel more sustainably? The joint project between Futouris and Tourism Ireland Germany is intended to provide answers to this question. A concept for using effective “nudging” methods to successfully communicate sustainable travel offers in Ireland will be developed and tested in practice.

Project goals

  1. Raising awareness among (German) travelers for sustainable travel offers in Ireland.
  2. Creating a common understanding of sustainability in tourism and sustainability certifications
  3. Visualization of sustainable travel offers in Ireland.
  4. Strengthening Ireland’s position as a sustainable destination in collaboration with international tour operators.

The term sustainability

The almost inflationary use of the term “sustainability” is increasingly met with criticism and leaves many people skeptical about it. Travel offers never offer 100% sustainability, but offer an alternative with a conscious focus on this is no longer enough. Describing a trip as “sustainable” is not enough. Instead, other methods are needed to make travelers aware of sustainable holiday offers and encourage them to book. The “nudging” method has proven to be particularly effective in “nudging” people toward positive behavior.

Which communication methods can motivate travelers to use more sustainable offers?

As part of the joint project by Futouris and Tourism Ireland Germany, the question of which communication methods can be used to sensitize Irish travelers to the destination’s commitment to more sustainability and to motivate them to use climate-friendly offers is being examined. A concept for the use of effective “nudging” methods for the successful communication of sustainable travel offers in Ireland will be developed and tested in practice.


Effective nudges range from transparent additional information in the booking tool to raise awareness of greener travel options, to carbon footprint comparisons of selected means of transport, to adjusting pre-selected standard options when booking. The results will be analyzed as part of an academic thesis.

What does„Nudging“ mean?

“Nudging” is a communication method that aims to influence human decision-making behavior without prescribing or restricting certain behaviors. With “nudges,” people can be encouraged towards a more sustainable travel behavior, for example.

Project activities

The following activities are planned

  • Analysis of the status quo with regard to existing sustainable travel offers and communication measures used
  • Analysis and development of concrete nudging methods
  • Establishing criteria for measuring success
  • Testing the developed nudging methods in Tourism Ireland’s social media channels/newsletter
  • Evaluation of the nudges used based on the previously defined criteria
  • Summary and dissemination of the results (e.g. to Futouris members, Tourism Ireland markets)


News from Futouris


New 2024 progress report published

Der neue Futouris Fortschrittsberichtes zur aktuellen Projektwelt 2024 ist ab sofort verfügbar. Jetzt entdecken!


Kickoff Workshop Climate-friendly Product Design

Employees from the 8 pilot companies came together at the kick-off workshop for the project Climate-friendly Product Design for Tour operators to discuss possible measures.


SRV patronage of Futouris

Futouris is now being supported by the Swiss Travel Association as part of a new patronage. The SRV complements the existing patronages of the German Travel Association and the Austrian Travel Association.


Plastic reduction at TUI MAGIC LIFE Cala Pada

As part of the industry project plastic-free vacation, TUI MAGIC LIFE Cala Pada on Ibiza is implementing another plastic reduction measure this year: the elimination of plastic water bottles in the hotel.

Curious to know more about our other projects?

Together with our members, we at Futouris develop innovative projects and implement them in practice. Our projects are as diverse as our members. Our common goal: to preserve travel destinations and make the industry fit for the future.