The next step for travel firms targeting sustainable credentials is to develop “proper metrics” showing their achievements, the Leaders of Luxury conference was told.

Speaking at the conference, Linden Coppell, vice-president of sustainability and ESG at Explora Journeys, insisted travel companies could offer upmarket holidays that are sustainable.

But she stressed: “While we talk about (sustainability) issues, the next step is to develop proper metrics and put down the numbers of what we are achieving. It’s something we are working on.”

By doing this companies could show clear tangible achievements and more effectively communicate sustainable messages, she added.

She said the luxury cruise line, part of the MSC Group, was already making “real, key progress” towards its commitment to reach net zero by 2050.

“People do associate luxury with having a bigger footprint. We have to make that balance. We can still have that experience guests want and do it in a more sustainable way,” she said, stressing: “Explorer Journeys is achieving sustainability without compromising anything on board.”

The line aims to get rid of all single-use plastic, sells products on board from companies that are committed to sustainability, and is striving to have a “light footprint” in destinations by offering trips on bikes, by foot, and kayaking, rather than by car.

“We are not just reducing our footprint but making the best effort to bring our customers on that journey,” she said.

She added: “A lot of people don’t realise how self-sufficient our vessels are. They can create their own water; we take sea water and desalinate it.

“All hot water on the ship is created by using the heat from the engine. It’s a strong message to show we can have that luxury in a sustainable way.”

Other luxury travel firms said efforts to be sustainable were proving a draw for clients.

Santiago Dunn, chief executive, of yacht brand EcoVentura, told a panel debate the company had developed a recycling centre and had committed to offering seven-night trips instead of three or four nights to reduce the number of passengers it took to the Galapagos.

He admitted the move to longer stays was challenging, but added: “We tend to ask our clients [why they chose us] and the vast majority say it’s because of our green credentials.”

Meanwhile, Michael Caines, chairman of Relais & Chateaux property Lympstone Manor, said being a sustainable business went hand in hand with being a better employer.

“I don’t think you can look at these things separately; you have to look at it holistically,” he said.

Coppell agreed it was vital companies were sustainable across the board, including in the way they looked after staff.

“We tend to think about the environment but we must not forget diversity and inclusion, the social agenda. We have to look after our crew and bring them on the sustainable journey. We need the right people with us and we have to make them aware of what challenges are in our businesses,” she said.