Launch partners for the BehaviorSMART platform include the Tourism Association of Vancouver Island (4vi Group) and The European Tourism Association (ETOA).
BehaviorSMART, global leader in promoting sustainable tourism practices using innovative behavioral economics strategies, announced the general availability of its beSMART Platform for tour operators across the globe. Following the initial launch of the platform in August, targeting destinations, the beSMART Platform is now fully equipped to support both tour operators and destinations by offering solutions that make sustainability both easy and profitable.
As travelers demand more sustainable travel options, with over 41% of travelers choosing eco-friendly accommodations to reduce their environmental impact and over 31% believing sustainable businesses treat local communities better, tour operators need to respond. The beSMART Platform empowers tour operators to design tours and experiences that align with these growing sustainability expectations, helping them stay competitive while benefiting both their business and the environment.
“With the launch of the beSMART Platform for tour operators, we’re making sustainability easy and effortless”, say Gergana Nikolova and Milena Nikolova, founders of BehaviorSMART. “We believe that by empowering tour operators with easy-to-implement actions, we’re not only helping them meet travelers’ increasing sustainability demands but also creating real business value. This is now possible by transfering our proven expertise blending knowledge of human psychology, travel and sustainability from our consulting business BehaviorSMART to a digital solution enabling bigger scale and impact.”
Partnerships and Strategic Collaborations
The launch of the beSMART Platform is backed by industry leaders who are already leveraging its capabilities to drive sustainability within their networks. Among the key partners are The European Tourism Association (ETOA) and the Tourism Association of Vancouver Island (4vi Group), whose collaboration underscores the platform’s effectiveness in creating sustainable change in the tourism sector.
“4VI Group is excited to partner with BehaviourSMART and integrate their behavior science insights and data-driven approach into our strategy. The beSMART Platform empowers sustainable practices for our clients, businesses, and communities, and helps visitors make more responsible decisions as they travel,” says Anthony Everett, Executive Chair & Chief Executive Officer of 4VI Social Enterprise Group. “Collaborations like these are vital for our work on climate action and systems change in the sector.”
“Effective product development and diversification rely heavily on informed decision-making by both businesses and consumers. By getting it right, we can mitigate issues like overcrowding through seasonal and geographic dispersal, while fostering innovation and positive impact. Partnering with the beSMART Platform provides ETOA and its members with a powerful, behaviour-driven tool to help destinations, suppliers, and tour operators transition to a more sustainable visitor economy. Our sector must lead this change, and with the right partners like BehaviorSMART, we are well-positioned to do so.” says Tim Fairhurst, Director General of the European Tourism Association – ETOA.
What Is the beSMART Platform and How Does It Work?
The beSMART Platform is the first sustainability platform in travel, grounded in psychology and neuroscience, designed to make the adoption of sustainability practices simple, practical, and profitable. It provides structured learning paths that guide tourism professionals step-by-step through different aspects of sustainability, such as reducing carbon emissions, optimizing resource use, minimizing single-use plastics, balancing tourist flow, ensure local communities’ happiness and more.
Beyond implementation, the beSMART platform acts as a marketing coordinator for travel and tourism businesses, enabling them to communicate their sustainability efforts effectively
to customers, thus enhancing brand loyalty and driving consumer preference.
Here’s how it works:
- Behavioral Insights: The beSMART Platform leverages knowledge from psychology and behavioral science to recommend specific, easy-to-apply actions tailored to each business type. For instance, it provides actions to tour operators that help make sustainable choices – like minimizing waste or reducing energy use- effortless for both staff and travelers.
- Step-by-Step Guidance: Users choose their sustainability goals from a range of focus areas, such as cutting carbon emissions, reducing single-use plastics, or conserving water. The platform then guides you through a step-by-step journey, at your own pace, to implement these goals.
- Impact Measurement and Communication: Once you’ve implemented the recommended sustainable practices, the platform allows you to measure the positive impact of your actions – both for your business and your suppliers. You can track key outcomes, such as resource savings or reductions in waste, and then easily communicate these achievements to your guests and partners.
Key Benefits of the beSMART Platform
The beSMART Platform helps tour operators and destinations by empowering both their staff and supply network to incorporate sustainability into their operations in an easy and scalable way. With the beSMART Platform, these tourism professionals can:
- Increase revenue from travelers seeking sustainable tour options
- Improve the customer experience by meeting travelers’ sustainability expectations
- Reduce costs by optimizing resource use
- Build your brand as an industry leader in sustainability
- Achieve their sustainability goals, such as reducing carbon emissions, minimizing single-use plastics, and more
Ultimately, the beSMART Platform empowers your team to incorporate sustainability at every level, creating long-term value for your business, your customers, and the planet.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
