Travel companies need to approach travel philanthropy with the same seriousness they would a new supplier, reveals research by World Travel Market. The WTM Advances in Travel Philanthropy report highlights some of the pitfalls companies face when considering travel philanthropy initiatives.

Among the top issues highlighted are transparency in collecting and reporting funds as well as the staff and resources allocated to manage initiatives.

The research advises travel companies to be transparent in terms of ensuring they differentiate between individual and corporate donations, communicate with donors on what proportion of their donation is helping the destination and allocate the correct level of resources to managing projects.

Businesses also need to consider their own image and how their customers view their participation or lack of, in local schemes and programmes. Customers feeling pressurised to give to beggars, could for example, damage a company’s reputation because it has failed to educate guests on what to expect.

Additional areas to be aware of are cash or other gifts sent in to the post to staff for distribution locally or given in destination to tour leaders or resort staff, risking the potential for the money to go astray.

The research advises companies to establish a company policy with guidelines for customers on the best way to donate.

World Travel Market Chairman Fiona Jeffery said: “Travel companies are doing a fantastic job in raising awareness of in-resort issues and promoting travel philanthropy. While not participating in schemes is potentially more damaging, the industry does need to consider the best way forward to maximise the generosity of customers and the effectiveness of initiatives.”