How Authentic Sustainability Storytelling Can Transform Destination Marketing: Insights from GLP Films' Rob Holmes

Mind Hous
Oct 30
8 min read

The Power of Sustainability Storytelling That Move the Needle

What if the most effective sustainability strategy for your destination or hotel wasn't a certification badge or a green policy document—but a story?

That's the philosophy behind Rob Holmes' work. As founder of GLP Films and an active voice with the Global Sustainable Tourism Council (GSTC), Rob has spent 17 years proving that sustainable tourism storytelling isn't just about pretty videos. It's about creating systemic change through authentic, documentary-driven content that transforms how travelers behave, how destinations are valued, and how communities thrive.

In this episode of The Conscious Check-in, host Amy Wald sits down with Rob to explore his unconventional journey from wildlife conservation to becoming one of the industry's most respected voices in sustainable destination marketing. Whether you're a DMO struggling with limited resources, a hotelier wondering how to communicate your green initiatives authentically, or a travel professional tired of greenwashing, this conversation offers a refreshingly honest roadmap.

From Wildlife Management to Documentary Filmmaking: An Unexpected Journey

Rob's path wasn't linear—and that's exactly what makes his perspective valuable.

Starting with a wildlife management degree and fieldwork in Kenya, Rob seemed destined for conservation work. But after diving into the private sector and realizing he needed business skills, he pursued an MBA with international study in South Africa and Brazil. Along the way, he became an obsessive traveler and photographer, backpacking solo through Cuba, Mongolia, China, and South America for months at a time.

"I've been to close to 100 countries at this point," Rob shares. "I'm a hardcore traveler. I'm a backpacker. I get rough and dirty."

That travel sparked a love for photography and storytelling. Rob began doing slideshow presentations in Seattle and Boston, and the consistent feedback was clear: people loved the imagery, but it was the stories—the adventures, the challenges, the human connections—that truly resonated.

Fast forward to 2008, inspired by Al Gore's An Inconvenient Truth, Rob founded GLP Films with a documentary-driven approach. The goal wasn't just to create beautiful content—it was to create authentic, narrative-driven stories that could inspire real behavior change in tourism.

Today, GLP Films partners with destinations and brands worldwide, producing content that balances conservation, culture, and business goals. And unlike many production companies, they only work with clients genuinely committed to sustainability—no greenwashing allowed.

Why Documentary-Style Content Works for Sustainable Tourism

Most destination marketing looks the same: drone shots of beaches, happy couples toasting wine, generic "visit us" messaging. It's pretty, but it doesn't move anyone to actually change their behavior or understand what makes a place special.

Rob's approach is different. Drawing from the documentary film tradition, GLP's work focuses on:

Real people with real stories: Not actors or influencers, but local residents, business owners, conservationists, and travelers with disabilities sharing honest, sometimes vulnerable experiences.
Deep research and pre-production: Rob's team spends 3-4 months researching a destination before filming, identifying authentic voices and storylines rather than relying on tourism board talking points.
Purpose-driven narratives: Every project ties back to sustainability pillars—people, environment, culture—and shows how tourism can create positive impact.

Take their work with the Oregon Coast, which focused on accessibility and inclusivity in tourism. Rather than just showcasing wheelchair-accessible beaches, they interviewed people with visible and invisible disabilities about their travel challenges and triumphs. The result? Content that moved viewers to tears and fundamentally shifted how people think about accessible travel.

"85% of us are going to have some form of disability in our lifetime," Rob explains. "And all disability is not visual. There's so much hidden, invisible disabilities that people struggle with."

The Oregon Coast project also highlighted stewardship—showing locals committed to protecting marine ecosystems while encouraging visitors to take that conservation mindset home. It wasn't just about protecting Oregon; it was about creating better travelers everywhere.

This kind of sustainable hospitality storytelling isn't just emotionally powerful—it's strategically smart. Authentic marketing that showcases real sustainability efforts builds trust, deepens guest loyalty, and attracts the growing segment of travelers who want their trips to have positive impact.

The State of Destination Leadership (and Why We Need More)

One of Rob's most candid insights? While sustainability has finally moved from "side note" to "center stage" in tourism conversations, destination leadership still lags behind.

"We need more leadership coming from destinations. Absolutely. And that is a disappointment," Rob says frankly. "It's complicated. It's difficult. Most DMOs are small—you're talking two, three, four people in some destinations."

He's quick to acknowledge the challenges: small teams, limited budgets, political pressures, bureaucratic processes. But he also believes destinations can't do it alone—and that's where the private sector has a responsibility to step up with support, tools, and expertise.

Despite these challenges, Rob highlights a few destinations leading the way:

Canada: Indigenous Tourism Leadership

Since COVID, Canada has made indigenous tourism a cornerstone of its destination marketing, celebrating indigenous communities as integral to the country's culture, heritage, and landscape. This authentic integration (not tokenism) sets a powerful example.

Greenland: Balancing Growth with Community

With only 50,000 people spread across a massive, fragile landscape, Greenland is navigating the challenges of new airports and cruise ships while keeping its community-driven approach front and center. Their grassroots initiatives show you can balance development with stewardship.

Cook Islands: Destination Stewardship in Action

This South Pacific destination of just 15,000 people across 15 islands is pioneering comprehensive destination stewardship planning—a ground-up approach that actively involves local communities in tourism management decisions. No other South Pacific destination is doing this level of strategic, inclusive work.

Oregon Coast: Regional Innovation

Smaller, regional destinations often move faster than large national tourism boards. Oregon Coast's focus on accessibility, inclusivity, and marine stewardship shows how targeted initiatives can create authentic differentiation.

The common thread? These destinations aren't just checking certification boxes—they're making sustainability fundamental to how they conduct business.

The Certification Conundrum: Beyond the Checkbox

Rob's perspective on sustainability certification is nuanced—and necessary.

He acknowledges that organizations like GSTC (which bases criteria on the UN Sustainable Development Goals) provide valuable frameworks and community. But he's also vocal about a growing problem: too many certification bodies, too much confusion, and not enough rigor.

"There's a lot of certification bodies, too many," Rob admits. "I struggle with the 'everyone gets a trophy' mentality. If you are going to really do sustainability, it's fundamental. It's a lot of work. It's a journey. It takes time."

His advice? Don't just get certified and check the box. Make sustainability core to your operations. Do the heavy lifting. Be one of the leaders who rises to the top—not one of the many who dilutes the meaning of "certified sustainable."

And on greenwashing? Rob's blunt: "Call a spade a spade. If there's greenwashing, if someone is saying this and not walking the talk, we need journalistic approaches and voices calling it out."

This honest accountability is exactly what the industry needs. If you're a hotelier or destination marketer reading this, ask yourself: Are you doing the deep work, or just the marketing? Because travelers are paying attention—and increasingly, they can tell the difference.

What Hotels Should Prioritize: Supply Chain Transformation

When asked what practice hotels should prioritize, Rob doesn't hesitate: change your supply chain.

Big brands like REI, Booking.com, Travcorp, and Intrepid are already pushing their supply chains to adopt sustainable practices—requiring recycled materials, biodegradable products, and adherence to sustainability standards like GSTC criteria or the UN SDGs.

"Changing supply chains has such a massive ripple effect," Rob explains. "Businesses and entrepreneurs realize, 'If I want to still work with this brand, I've got to get on board and change.' And these changes are good for everyone."

Yes, it's a heavy lift. But the payoff is significant: you create an authentic, sustainable experience that guests notice and value—and you contribute to broader industry transformation.

Plus, as Rob notes, sustainability isn't just about doing good—it's good business. "Travelers are going to spend more money. They're going to come more often and they're going to tell everyone."

If you're a hotelier ready to start making these changes but unsure where to begin, Greenluxe's sustainable purchasing support can help you find vetted suppliers that enhance guest experience, support your sustainability goals, and improve your ROI.

Advice for Travelers: Embrace Slow Travel and Spontaneity

Rob's travel philosophy is refreshingly simple: slow down.

"Spend more time, do more quality trips than quick short trips," he advises. "Go off-season. Take public transport. Buy local."

He calls it slow travel—spending more time in fewer places, prioritizing depth of experience over checking off bucket list items. It reduces your footprint, supports local economies more meaningfully, and honestly? It's more rewarding.

Rob also champions spontaneity. For the past eight years, he's taken his kids on annual "ice cream road trips" with minimal planning—they know the rough route, but figure out where to camp and what to do as they go. This summer's trip took them through five of Utah's iconic national parks with no pre-booked accommodations.

"That spontaneous approach to travel brings back my passion and love for travel," Rob shares. "Not knowing, having a lot of things unknown—that's where the real adventures happen."

Of course, not everyone can (or wants to) travel without knowing where they'll sleep. But Rob's point stands: leave room for discovery. Talk to locals. Wander off the main tourist path. Use public transportation. Experience destinations as they are, not as Instagram tells you they should be.

What Travel Journalists and Content Creators Can Do

For travel writers and content creators trying to cover sustainability more effectively, Rob offers straightforward advice:

Keep it simple. Cut through the buzzword jungle—regenerative, conscious, transformational, meaningful. At its core, sustainability is about people, environment, and culture. Start there.

Celebrate champions—and call out greenwashing. Lift up the destinations and hotels doing legitimate work. But also hold the industry accountable. "If there's greenwashing, call a spade a spade," Rob urges. "We need those journalistic voices."

Do your research. Go beyond press releases. Lift up the hood. Spend time understanding what destinations are actually doing vs. what they're saying.

Remember your influence. Journalists and creators have captive audiences. That's a powerful opportunity to educate travelers and create real change. Use it responsibly.

Key Takeaways: How to Move the Needle on Sustainable Tourism

Whether you're a destination marketer, hotel operator, or travel professional, here's what you can take away from Rob's 17 years of sustainable tourism storytelling:

Make sustainability fundamental, not performative. Don't just get certified and move on—integrate sustainable practices into every aspect of your operations.
Prioritize conservation and biodiversity. Nature isn't just the backdrop for travel; it's the foundation. Protect it fiercely, and help travelers understand why it matters.
Change your supply chain. This single action creates massive ripple effects, pushing the entire industry toward more sustainable practices.
Tell authentic stories. Whether through documentary-style videos or written content, focus on real people, honest challenges, and purpose-driven narratives. Skip the greenwashing.
Support slow travel. Encourage guests to stay longer, explore more deeply, travel off-season, and take their conservation mindset home with them.
Be a leader, not a follower. The destinations and hotels that integrate sustainability now—authentically, comprehensively—will be the ones travelers seek out and return to.

Final Thoughts: The Future Is About Stories That Create Change

Twenty years ago, sustainability was an afterthought in tourism. Today, it's finally getting the attention it deserves—but as Rob makes clear, we're still in the early stages of real transformation.

The destinations, hotels, and brands that will thrive aren't the ones with the most certifications or the greenest-sounding marketing. They're the ones doing the hard work: changing supply chains, protecting biodiversity, empowering local communities, and telling stories that inspire travelers to be better stewards.

As Rob puts it: "Sustainability is really basic. But don't forget the traveler experience. Provide an amazing, authentic experience that has a positive impact on the environment, on culture and people. That's what sustainability is."

If you're ready to start—or deepen—your sustainability journey, explore how Greenluxe can help your hotel or destination create authentic, profitable sustainability strategies that enhance guest loyalty and drive real impact.

Listen to the Full Conversation

This blog only scratches the surface of Rob's insights on everything from the Palau Pledge to his ice cream road trips with his kids. For the complete conversation, including his take on GSTC's yearly summit in Fiji and what makes a destination truly innovative, listen to the full episode:

Listen on your favorite platform:

Follow The Conscious Check-in:

Ready to Transform Your Sustainability Story?

If Rob's approach resonates with you and you're ready to move beyond greenwashing to authentic, strategic sustainability, let's talk.

Book a 1:1 consultation with Amy Wald to discuss how your hotel or destination can:

Develop genuine sustainability practices that guests notice and value
Communicate your green initiatives authentically
Navigate the certification landscape strategically
Train your team and transform your supply chain

Learn more about Greenluxe's services or download our free e-book: "10 No-Cost Ways to Go Green" to start reducing costs and elevating your eco-friendly reputation today.