May 2024 - event:decision

Introducing one of our favourite event sustainability heroes

We’re continuing our series in 2024 with a chat with Anna Peters, Creative Director at Evolve Events, a Micebook Power 50 Green Champion and a passionate advocate of sustainable travel in events.

Q: How did you first became interested in sustainability?

“You know, events are all about bringing people together, but with climate change becoming increasingly visible, the pressure’s on for the event industry to step up its game. As sustainability transforms from a ‘nice-to-have’ to a ‘need-to-have’, clients are seeking deeper commitments from event planners, venues and destinations. It’s no longer sufficient to say, ‘We’re eliminating straws’ or ‘We only wash towels only upon request’.

Our clients are requesting eco-friendly event setups, looking to us to create events that are not only sustainable-focussed and align with their values but where the impact of hosting the event can be measured, and with the Corporate Sustainability Reporting Directive taking effect this is set to increase. Sure, we can we advise them on which venue prioritise sustainability or how to incorporate sustainable menu options, all of which are super important, but it was when I discovered that travel can rack up a whopping 78% of an event’s emissions, I realised that taking responsibility for the door-to-door aspect of an event is where we can really make a huge difference.

More and more, event attendees are starting to question if they can justify travel to events in a climate crisis. The simple answer? Yes, we can. The ascent of AI and the era of remote work exemplify why fostering real-life connections has never been more crucial. But to meet carbon targets, those frequent flyers among us must take to the skies a bit less.

Here’s a fact that really hit home for me: transporting delegates by plane on average pumps out 258grams of CO2 per passenger mile but this can be reduced to 14grams if you switch to rail. So, over the last couple of years, we’ve started recommending and adopting train travel for European events, and it’s been eye-opening. The eco-friendly benefits are undeniable, but what’s really caught us off guard are the additional benefits that come with train travel.

The journey is no longer just a means of transportation; it becomes an integral part of the event experience, adding a touch of adventure and sustainability to the mix.”

Q: What sustainable habits are important to you?

“At Evolve we’ve been partnering with Eurostar, taking groups to European events and we’ve seen just how trips-by-train enable deeper connections, fun adventures and more authentic experiences before even arriving onsite. It’s great to be able to bring teams together from the get-go; exclusive carriage hire in particular is a brilliant way to get everyone together over onboard activations.

We need to bring terms like ‘compassionate travel’ and ‘positive impact’ into our planning of events, choosing to host in destinations and venues where benefits and revenues trickle into local communities and economies, leaving behind a positive legacy.

Beyond the environmental impact, train travel facilitates unique connections. The gentle sway of wheels on tracks encourages interactions that just don’t happen at 30,000 feet. Comfort also becomes a revelation – stretching out and relishing scenic beauty adds relaxation to the journey.”

Q: Have you any tips or tricks for living a more sustainable lifestyle that you’d recommend for others?

“So when it comes to sustainable travel, my big tip is to change your mindset about the use of time. Flights may seem quicker, but when you factor in all the waiting at the airport, well they’re often not that much faster than hopping on a train. Plus train stations are usually smack bang in the city centre, cutting down on transfer time. Pro-tip: look for hotels and venues that are near the train station to aid a seamless transition for your delegates from travel to chill mode.

It’s also about how you spend your time. Waiting at an airport can be stressful and flying can be uncomfortable. On the train, you can get up and walk around whenever you want. There’s wifi enabling you to work but you can also relax and unwind. We all live in a busy world, so slow travel is an investment in wellbeing. Taking the train is a great way to ensure everyone arrives relaxed and recharged, ready for the event.

Slow travel isn’t just about getting from A to B, it’s about savouring the journey. Instead of rushing for that onward connection, why not seize the opportunity to pause and share a memorable moment in the country you’re travelling through? Imagine sipping Belgian Beers at the Grand Place in Brussels or indulging in classic Crepes Suzette at the iconic Le Train Bleu in Paris. These moments aren’t just about grabbing a bite to eat, they’re about creating shred experiences that deepen connections and leave lasting impressions.

At Evolve we’re often asked to talk about the importance of sustainable travel within the events industry. However, it’s equally important to consider how to facilitate any sustainable choices in our personal lives. That’s why at Evolve Events, we’re proud to be one of the first 100 companies to become a Climate Perks employer, empowering sustainable travel choices for our team by providing additional time off for holidaying via coach, train, or ferry instead of flying. It’s really easy to sign up and it would be great to see more event companies join us.”

Q: Are there any new areas of focus you might have for your sustainable habits looking forward to 2024?

“Looking ahead, we’re thrilled about the growing momentum behind sustainable travel practices, with corporate travel policies starting to promote shifts from air to rail and we’re seeing this reflected with the sizes of groups travelling to and from the UK to Europe for events increasing. It exciting to see the MICE industry starting to embrace tågskryt (the Swiss word for train-bragging).

But it’s not just about the environmental concerns anymore, clients are also prioritising the social aspects of sustainability. This year promises a shift towards more meaningful events, focusing on genuine connections and authentic encounters. It’s all about exploring ‘off-the-beaten-track’ destinations which not only reduces over tourism and ensures revenue goes into local communities, but also satisfying our craving for unique experiences.

At Evolve, we’re excited to be collaborating later this year with a number of European partners shining a light on sustainable destinations; expect insider tips on eco-conscious accommodation & venues, authentic local experiences, wellness retreats and of course sustainable travel adventures to help others crafting sustainable European events.”

With big thanks to Anna for talking to us about her passion for sustainable travel. If any of you would like to find out more about how we could work with you to achieve all your event sustainability and ESG goals in 2024, get in touch.

Encouraging sustainable event travel is a decision that will significantly impact the event’s overall environmental footprint.

For event planners and professionals, the choice between train and plane travel involves weighing up not only carbon emissions but also the broader implications of each travel choice on sustainability. With increasing attention on reducing greenhouse gas emissions, making informed and conscientious travel choices is more under the spotlight than ever before. Here’s our comparison of the sustainability of trains versus planes plus some advice on how event planners can encourage more eco-friendly travel decisions to events.

Comparing the carbon footprint: train vs. plane

Statistics from the International Transport Forum and other research groups highlight that trains emit significantly less CO2 per passenger kilometre compared to planes. In regions where the electricity grid is largely powered by renewables, such as in key parts of mainland Europe, train travel becomes even more environmentally friendly, with emissions dropping to under 10 grams per passenger kilometre. The stark contrast in emissions is primarily due to the high energy efficiency of rail transport and the intensive fuel use involved in aviation, especially during takeoff and landing. Considering the entire lifecycle emissions, including manufacturing and maintenance, trains still maintain a significant advantage over planes.

But few pressed-for-time delegates seem to actively choose to travel by train because they feel guilty about the environment or because they are browbeaten into it. So how can event professionals sell the wider benefits of sustainable event travel of taking the train over the plane?

Benefits of train travel beyond pure emissions

More relaxed travel

Train travel offers a scenic route option that planes seldom match plus the comfort of larger legroom. The ability to move around just in itself can transform travel from just a transfer to an enjoyable part of the event experience.

Connectivity and accessibility

Trains often connect directly to city centres, reducing the need for additional transfers and the associated costs and emissions. This connectivity can really enhance the accessibility of events, particularly in urban areas where train stations are hubs of local and regional transport networks.

Economic benefits

For local economies, trains can bring more consistent foot traffic than planes, which is particularly beneficial for events aiming to boost local tourism alongside their primary activities.

Addressing the ‘inconvenience and time’ push-back of train travel

While trains may take longer than planes over long distances, the time spent travelling can be turned into a productive or restful period, rather than just transit. Modern trains offer much more comfortable seating than planes, Wi-Fi, and dining options, allowing delegates to work, relax, or socialise. For event planners, positioning train travel as a time to unwind before the start of the event or a chance to catch up on work, even schedule informal meetings with fellow travellers, can reshape perceptions about lengthy travel time.

And, the hassle of early airport check-ins, security checks, and time spent commuting to and from airports often actually negates the perception of the time saved by flying when you compare hour-by-hour. Trains typically require less stringent security procedures, allowing passengers to arrive closer to departure without the stress associated with airports.

How venue & event planners can promote sustainable travel choices

Incentivising train travel

Event planners can negotiate discounts with railway companies or include train travel as part of the event registration packages. Offering exclusive benefits for train travellers, such as upgrades, vouchers, or exclusive event carriages to travel to the event with fellow delegates, can also incentivise attendees to choose the greener option.

Iconic Luxury Hotels in the UK offers event planners a percentage of the contracted value back a as hotel credit, if 50% of the delegates arrive via public transport (terms apply) Now there’s thinking out of the box!

Providing detailed information

Providing attendees with comprehensive information about their travel options, including comparative carbon footprints and time considerations, can help everyone make more informed choices. Interactive tools that allow attendees to calculate their own travel emissions can also help the decision-making process.

Encouraging slower travel

Promoting the ‘slow travel’ concept, where the journey is part of the experience, can also make train travel more appealing. Organising pre- or post-event activities that can be enjoyed along the train route, or suggesting stopovers at points of interest, can turn sustainable event travel into a whole experience in itself.

Making sustainability part of the event identity

Embedding sustainability into the event’s brand – from the choice of venue to the activities included – sets a precedent for making sustainable choices, including travel. Highlighting the environmental commitment of the event can also inspire attendees to align their travel choices with the event’s values.

For event professionals, advocating for train over plane travel is not just about promoting sustainability but also enhancing the overall event experience. By focusing on the benefits and addressing the potential drawbacks of train travel creatively, event planners can encourage attendees to make choices that align with global sustainability goals without feeling coerced. In doing so, everyone in the events industry can take a leading role in advocating for and achieving significant reductions in travel-related carbon emissions.

For more details about Track (carbon reporting for events) get in touch and see how we can help you meet your sustainability goals.

Event Sustainability Heroes: Anna Peters at Evolve Events