He notes the need to support the trade, which currently accounts for around 25% of Explore’s business and is its fastest growing sales route, with “selling the virtue”.
“It’s our responsibility not just to remove the flight, but to really promote the joy of travelling slightly differently,” he continues. “When we come to agents, we’ll be speaking a lot more about why their clients might want to do an eight-hour train journey.
“They’ll get a better travel experience, they’ll feel more connected to the country, and they’ll probably come away with better memories and mingle more with the local community. And of equal importance, their carbon footprint will be a lot lower.
“We see it as an opportunity to reinvent some of our programmes to make them more experiential, and rail does make most trips of like ours more experiential.”
Talking the walk
Carbon reduction initiatives are not just levied at product. Explore staff electing to travel by rail instead of flying for their personal holidays are given extra leave to allow for the extra time a rail journey may take.
“You don’t lose a day travelling by train; we reward you by giving you an extra day to allow you to take the option,” Edwards says, who also confirms people, places and planet targets are linked to board level and general manager bonuses.
“If I don’t hit my carbon reduction target, I don’t benefit – and on some level, I’ve failed,” Edwards acknowledges. “How I see my job is that it’s living up to the commitments of the Purpose Paper.
“It’s relatively easy to make money; it’s not that easy to make money and do these things. If you can do both, that’s where a modern business should be setting its ambitions.“
Edwards insists this year’s Purpose Paper serves to highlight the ambitions Explore – and he personally – has for the years ahead.
“There is lots of evidence to suggest if you are genuinely a purpose-driven business and it’s authentic, more people come to you. The Purpose Paper highlights what we’ve done, but it’s only the beginning. For me it’s about what’s next, how much further can we go, and how much more ambitious we can be.”
