Leadership Lessons in Sustainability that Matter with Shannon Guihan

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The rules of “green travel” have changed. We’re moving beyond feel-good labels to a world where travelers, advisors, and investors expect real proof, data, targets, and measurable benefits for the places we visit. To open our Sustainability Series, Shannon Guihan, Chief Sustainability Officer at The Travel Corporation, joins us to unpack what credible impact looks like in 2026 and how operators of any size can demonstrate it.

We trace an origin story from Newfoundland’s cod collapse to the surge of unplanned tourism that followed, illuminating why sustainability is really destination quality control. Shannon cuts through the sustainable vs. regenerative debate by grounding it in evidence: climate action plans, supplier standards, transparent reporting, and guest experiences that keep money in local communities. She also details The Travel Corporation's approach from aligning with the UN SDGs and creating internal carbon funds to supporting ecosystem and cultural restoration through the TreadRight Foundation.

We confront the price question head-on: sustainability isn’t altruism; it’s risk management, resilience, and competitive advantage. Shannon shares a clear starting framework for small inbound operators and practical guidance for advisors and travelers on what to look for—transparent data, time-bound goals, and verifiable outcomes. We end by exploring a major shift already underway: host communities asserting more control over visitor flows, seasonality, and shared value.

Thanks to Intrepid for sponsoring this series! 

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🔥 Special Thanks to our Season 6 Title Sponsors for their Support: Holafly, Propellic, PayCompass, Kaptio, Civitatis and WeRoad

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