Sessions from Brands for Good '25 day 3 in this video:
Messaging Strategies and Tactics to Positively Influence Traveler Behavior
The vast majority of today’s travellers (83%) view sustainable travel as important, while 67% feel inspired to adopt more responsible practices when they see them in action. With this in mind, Booking.com ౼ one of the world’s leading digital travel platforms ౼ collaborated with Accor and the University of Surrey to bring academic rigor to the development of an innovative research protocol. This study was designed to help address a key challenge shared by many in the hospitality sector: how to communicate effectively about sustainability. Recognizing the cross-sectoral nature of this issue, we contribute with this report to tackling it together. The resulting report, "Engaging Travelers to Embrace More Sustainable Behaviors," serves as a unique tool for change, designed for everyone in the hospitality sector striving to address these concerns and strategies with the potential to influence consumer behaviors across multiple settings.
Cutting Through the Noise: Brands Solving the Waste Crisis in the World’s Busiest Places
In a world where time is short and public spaces are packed, waste is piling up—and so is consumer confusion. Hassan Murad, CEO at Intuitive AI, reveals how Oscar Sort, the AI Recycling Assistant, is transforming airports, arenas, and iconic destinations by eliminating uncertainty at the bin and helping properties reach zero-waste goals. This session explores how AI and behavioral science meet at the point of disposal to educate travelers, improve recycling rates, and offer brands a powerful moment of connection with purpose-driven consumers. Discover how waste bins are becoming the next frontier for sustainability storytelling and culture change.
Plus Q&A with speakers Thomas Loughlin and Hassan Murad