Global – Ponant is handing the reins to nature in its upcoming expeditions. To promote the luxury cruise company’s shift to a more socially and environmentally responsible approach to tourism, Ponant has introduced Nature Is Our Guide.
Written by Fred & Farid Los Angeles, the campaign showcases Ponant’s updated manifesto, where cruises initiate synergies between four actors – captain, scientist, passenger and nature. In this scenario, the tourism model invites visitors to take in not only the beauty of the landscapes but also to be active participants in conserving the land and communities they get acquainted with. In line with the ethos, Ponant is rolling out innovative and eco-friendlier ships to host sustainably minded educational excursions.
‘We believe travel has the power to transform individuals and communities,’ says Hervé Gastinel, CEO of Ponant. Although the cruise ship market at large still has room for improvement in terms of becoming sustainably viable, more brands are harnessing the transformative power of travel through slower-paced journeys that stun passengers as much as they educate them.
Luxury and sustainability can – and must – go hand in hand in the next iterations of travel and hospitality experiences. How can your business embrace the nature as a stakeholder mindset?