About a year ago, the United States Tour Operators Association (USTOA) introduced a brand-new position when it appointed Molly Laycob as its first global social impact manager. The move came as part of USTOA’s wider plan to help the travel industry move in a more sustainable direction.
“USTOA has been building a sustainability community for a few years now, and with that came the need to have a point-person to lead all sustainability and DEI [Diversity, Equity and Inclusion] initiatives,” Laycob said. “Our [tour operator members] were seeking a dedicated staff person that would focus on the areas they are seeking to learn more about, and drive the train as it relates to the expectations they have for USTOA to lead our industry in the right direction for sustainability.”
Within the last year alone, these efforts have included the formation of USTOA’s peer-led Sustainability Committee, the launch of its Sustainability is Responsibility (SIR) Education Series and the introduction of a new Sustainability Policy, designed over the course of eight months by the committee to help members achieve their sustainability goals.
Here, Laycob shares more about her role, USTOA’s ongoing sustainability goals and more.
To start, can you tell us a bit about what it means to be USTOA’s global social impact manager?
This role focuses on leading the Sustainability Committee, creating various learning opportunities for members, and fostering a collaborative environment for all corners of the industry to work toward common goals. It involves creating an environment where members can share their stories and learn from experience (both successes and hurdles), as well as reducing USTOA’s carbon footprint via responsible events and employee operations. It’s also about constant education and staying on top of the latest practices and evolutions, as sustainability is consistently evolving at a rapid pace.
And what do you personally hope to accomplish in this role?
My personal goals include:
- Ensuring every sustainability staff member under the USTOA umbrella feels that they are not alone and has a community to turn to for questions and guidance.
- Helping members answer the ever-so-common question of, “How do I get started with sustainability at my company?”
- Making sustainability both fun and accessible to all. I understand that it can be quite daunting, but it doesn't have to be.
- Creating an environment where sustainability is not a competition, but a collaboration. It’s okay to just be getting started or not have a dedicated staff member. Simply starting the conversation is a step in the right direction.
What was your first year on the job like, and what were some highlights?
My first year in this role has been equal parts enlightening and inspiring. The support that I have from within the USTOA community allows me to be creative and dream big, which I am so grateful for.
Sustainability within the travel industry is so unique in that it is not an area in which people compete against one another.
Forming the USTOA Sustainability Committee and harnessing the expertise of our members was truly incredible. And launching the SIR Education Series was quite impactful, because storytelling plays such a large role in sustainability.
USTOA recently introduced a new Sustainability Policy — can you share a bit about what that entails?
Launching the USTOA Sustainability Policy and Member Responsible Travel Promise [which asks tour operators to commit to working toward sustainability goals] this year allowed USTOA to make a firm statement on what we intend to do as an association both internally and externally for our members, and to invite our operators to join us on the journey. The policy also includes "Tracks of Involvement," where members can identify where they are in their personal sustainability journeys, and see what possibilities there are for advancing to the next step, if they are ready.
Internally, this policy identifies initiatives that we plan take for environmental and social impact, which include carbon reduction and having positive influences on the locations in which we operate. Externally, the plan outlines the many ways that USTOA is providing sustainability guidance for its members through both my position and our programs, such as the SIR Education Series and SIR summits.
The reaction amongst operators has been encouraging, with many members informing us that the release of our policy has inspired positive sustainability conversations within their leadership.
What will USTOA be working on in 2024 that you’re excited about?
2024 will see some exciting new developments. Our SIR Resources Hub will expand to include a library full of helpful external items from our member community. We will start reducing our carbon footprint internally. And, of course, we’ll be hosting our next Sustainability Is Responsibility Summit in Singapore.
Do you think the travel industry is doing a good job of focusing on sustainability issues and working toward solutions?
Sustainability within the travel industry is so unique in that it is not an area in which people compete against one another. We are constantly each other's cheerleaders and love finding ways to collaborate, which I find so refreshing.
My biggest advice for those looking to get started in sustainability is not to view sustainability as a box to check, and don’t get caught up ‘going down a rabbit hole.’
I do believe that the industry is making positive strides in the right direction. Even in the last few years, I have noticed a mindset shift where many are understanding the need for urgency behind implementing these initiatives, which has led to even more collaboration and partnerships to ensure our goals are reached.
My biggest advice for those looking to get started in sustainability is not to view sustainability as a box to check, and don’t get caught up "going down a rabbit hole." It is perfectly acceptable to start small. You don’t need to immediately shoot for an initiative that will have the largest impact. Once the first successful program is showing a positive impact on people or the environment, you will realize how many other areas of the company have the potential to follow suit.
