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Sustainability Stars in our Specialist Sectors

Rishi Sunak has put his foot down at COP26, announcing that Britain’s biggest firms must play their part in tackling climate change. It’s a bold and brave approach, as it means they’ll need to roadmap their strategy for net zero without hiding behind a greenwash screen, being assessed annually on their efforts. Those that fail to deliver could face sanctions in the form of fines or the removal from the stock exchange – a move to show that he’ll hit them where it hurts if they don’t comply.

This will undoubtedly impact all businesses, but here at The Lucre Group we specialise in key sectors where we have unrivalled expertise and insights. With this in mind, we’ve picked through the press releases that made the cut in both the mainstream, trade and marketing media to share our favourite stories of the sustainability season:





Co-op has long been known for leading the way with its sustainability measures, so it has widely been deemed clever and appropriate for it to take the bold step of ‘rebranding’ six of its store fronts as ‘CO-OP 26’. An impactful image, particularly in Glasgow where the conference is being held, it helped show the retailer’s commitment to radically reducing its carbon contribution and its goal to becoming a Net Zero business by 2040. Read more about it on Prolific North.





Launched a few weeks before COP26, likely in a bid to avoid the sheer volume of sustainable storytelling during the conference, Selfridges shared its commitment to helping to counteract the Christmas wastefulness with a pop-up pre-loved toy shop selling collectables, antique stuffed toys and classic board games. A clever nod to the nostalgic and planet-conscious consumer, the high-end retailer will undoubtedly win on 2 fronts, both in terms of the public’s perception of its commitment to sustainability, plus improve footfall during the festive season. Either way, it’s a bold move from a retailer which has traditionally prided itself on selling the newest and best of everything. Read more about it on Time Out.





The Travel Foundation has used COP26 to announce its role in providing support for a newly-launched Glasgow Declaration on Climate Action in Tourism. It will be working with the UN World Tourism Organisation (UNWTO) to ensure businesses can work towards decarbonisation, adapt to climate change and support ecosystem regeneration. Read more about it on Travel Weekly.





Single-use plastics are one of the biggest plights on our planet, with bottled water being in the inner circle of carbon-emission culprits. However, a revolutionary Swedish water company called Bluewater is tackling this head on. It has publicly appealed to business and world government leaders at COP26 by launching a white paper reviewing the health hazards of chemicals released into the ocean from millions of single use plastic bottles dumped into our oceans and landfills every year. The paper worryingly confirmed that the endocrine-disrupting chemicals found in single-use bottles posed the number one threat to humankind. Read all about it on IT-TECH NEWS.


If your business is seeking an agency that understands how to deliver sustainable campaigns that have meaningful impact, click the link to find out more about our services and complete the contact form for a call back.

Travel trends set to take the world by storm in 2021

Finally, the end of lockdown is in sight! With government plans in place to start easing restrictions, travellers are already planning their next big adventure. Now we have a lockdown roadmap, is it time for a road trip? Here are the luxury travel trends we’re expecting to see later this year…


  1. Ready for the trip of a lifetime

For over a year, people’s travel plans have been up in the air. Trips have been cancelled, holidays postponed and future plans indefinitely delayed. It’s no wonder, then, that people are planning on blowing their budget on the trip of a lifetime in 2021. In fact, 62% of 18-24-year-olds plan to spend more on their holidays.

Instead of planning a series of smaller trips, the trend seems to be spending on one epic, indulgent luxury holiday. These are likely to be longer trips and more extravagant. Why stay in a three-star hotel, when you can luxuriate in a five-star?

Longer trips also provide a great opportunity for travellers to reconnect with friends and family. People have been kept apart for so long, and a “bucket list” holiday is the perfect opportunity for loved ones to spend some quality time together.


  1. Private experiences

Whether it’s staying on an island, partying on a private yacht or spending the night in a countryside cottage, private destinations are proving popular. People love exclusivity and feeling like a true VIP. The old saying “what happens in Vegas stays in Vegas” is also true of private holidays – they provide a haven of security and reclusiveness that travellers love.

Private holidays are also experiencing a boost this year as holidaymakers look to book a COVID-19 safe trip. A family or group can book a getaway without worrying about interacting with others outside of their social bubble, making private bookings an attractive prospect.

One of our favourite luxury trends is the rise of private island takeovers. A word of warning, though, your group will need to find at least £100k to book a three-night stay.


  1. Sustainability

Sustainable travel is most definitely on the rise. Holidaymakers are looking to minimise air travel by enjoying rail holidays and cruises, with many moving towards booking longer holidays rather than several small trips for this reason as well.

Being conscious of sustainability doesn’t stop there. With nearly two-thirds of people believing travel companies should ensure holidays help the local people and economy, it’s clear travellers are more aware than ever of the impact their trip could have on local communities.


  1. Wellbeing

Who doesn’t need a bit of rest and relaxation right now? Travellers are dreaming of luxury spa breaks and long days spent by the pool. People will be on the lookout for sanctuaries that offer peace, calm and the perfect setting for a moment of mindfulness.

Zoom fatigue has well and truly set in, so those looking for a digital detox will be either heading out to exotic, faraway locations or seeking out a close-to-home spa to relax and take some time to themselves.

We’re more aware of our own health and wellbeing than ever before and, for this reason, luxury travel destinations will be placing emphasis on hygiene. Hand sanitising stations and masks may be here to stay and are expected to be subtly amplified in the luxury market this year.


  1. Travelling with purpose

So many people have found new hobbies or enhanced their skills during lockdown. With nothing to do but explore home-based activities, people have had time to learn new languages or rekindle old interests. Now’s the time to put them into practice.

Travellers will be heading out with a new-found vigour. Whether they’re travelling to a conference, to meet like-minded hobbyists or to embrace different cultures, people will be trying to add real meaning to their trip.


  1. Working from holiday

Debate around the future of working from home remains rife, but what about working from holiday? Keen travellers are swapping their home offices for exotic destinations. Working with an ocean view ahead of you surely sounds far more idyllic than a makeshift home office desk. Tourist destinations are already capitalising on this trend, promoting the opportunity to work from their stunning luxury location.

If you’re a keen traveller with kids, you needn’t miss out on this exciting new trend because Schoolcations are on the rise too. When homeschooling ends, the school of life is set to start, and parents will be keen to enrich their holidays with amazing life experiences. Some tourist destinations such as the Puente Romano resort in Marbella are bolstering this with on-site tutoring too, so families will be able to work and be educated abroad.


  1. Glampervans and staycations

Luxury holidays don’t have to happen overseas. Those looking for a close-to-home holiday are booking VIP UK experiences, including glampervan roadtrips and even canal holidays. People are looking for unforgettable experiences, and what’s more memorable than touring the UK on a barge?

High-end staycations come with a hefty price tag but offer all the home comforts and none of the hassle of travelling abroad. This summer, the travel industry expects to see a rise in people sticking to their home country and exploring all there is to offer on their own doorstep.


  1. Opportunistic travel

We’re all no doubt dreaming of our next trip, but there are no definite confirmations as to when we’ll be able to head off on our future getaways. The travel industry has had to adapt. Many airlines are offering travellers the option to change travel plans without incurring a fee. This is encouraging people to book trips away, knowing they won’t be charged if travel advice changes and they have to rearrange their holiday.

Sprint bookings – super last minute holiday bookings – are also set to be popular in 2021. When travel corridors re-open and restrictions are finally lifted, the industry is expecting a huge surge in same-day trip bookings. Travel brands and tourist destinations are bracing themselves for the surge, ensuring they’re ready to entice travellers with irresistible offers.


Is your travel brand ready for take-off?

With travel at the top of people’s post-covid bucket list, we expect travel brands and tourist destinations to be busier than ever before. With demand comes competition. Ensuring your voice is heard amongst the noise will be key to securing bookings and boosting your brand. Get in touch with our team today.