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Lantern rebrands 'sustainable travel' for Europe turning duty into desire
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Lantern rebrands 'sustainable travel' for Europe turning duty into desire
The European Travel Commission and Visit Europe have unveiled a strategic repositioning by Lantern, swapping "sustainable" for "responsible" travel and flipping the script from guilt to upgrade. It's no secret that the word "sustainable" has become one of those slippery words that's full of good intentions but often becomes muddied by confusion, greenwashing, and a vague sense that it probably means paying more for less. The travel sector is no …
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