Iberostar Group Unveils the “Discover Iberostar” Media Campaign
Iberostar Group, a global hospitality chain with 80% of its hotels on the seafront, has joined Expedia Group and UNESCO in the expansion of the UNESCO Sustainable Travel Pledge. Iberostar has a strong commitment to the oceans and the local communities where the company operates, while the UNESCO Pledge promotes responsible practices, community resilience, and heritage conservation, with the goal of changing the nature and impact of global tourism. Expedia Group’s recent Traveler Value Index research shows that travelers want to support sustainable practices, with nearly three in five (59%) willing to pay higher fees to make their trip more sustainable.
Launched in 2019 UNESCO and Expedia Group signed a global agreement promoting sustainable travel and heritage conservation through the UNESCO Sustainable Travel Pledge.
As tourism destinations are experiencing a double impact from climate change and a global pandemic, Iberostar is fast-tracking solutions to build a responsible tourism model supported by science and the protection of nature. The Group’s goals, outlined in its 2030 Agenda, are the cornerstone of the company’s effort to combat climate change: eliminate waste, source responsible seafood, neutralize carbon emissions and improve the health of the ecosystems surrounding its hotels, among others. Through its Protecting and Restoring the Mesoamerican Reef Project, Iberostar aims to increase the resiliency of the Mesoamerican Reef to adapt to climate change risks through the establishment of comprehensive, science-based, ecosystem propagation and restoration programs. This provides Iberostar guests with an opportunity to enjoy and connect with a more naturally functioning ecosystem.
In addition, Iberostar Group has also partnered with Expedia Group Media Solutions, the global travel advertising platform connecting marketers with hundreds of millions of travelers across the Expedia Group brand, on the “Discover Iberostar” campaign. As part of this campaign Iberostar Group and Expedia Group have both contributed $100,000 to the Protecting and Restoring the Mesoamerican Reef initiative.
The campaign will educate travelers about Iberostar’s Wave of Change movement, the chain’s commitment to the oceans and leading responsible tourism, to offer consumers a responsible vacation experience. Developed by Expedia Group Media Solutions’ in-house creative agency, Creative Partnerships, the interactive campaign features stunning images and thoughtfully curated information to inspire users to make more informed decisions on how they travel and to consider their impact on destinations. Through bold and direct messaging, users are encouraged to interact with the content, thereby making a positive impact and helping improve coastal health with just one click.