In October 2025, the European Travel Commission (ETC) officially launched the “Unlock an Unexpected Upgrade” campaign at the Skift Transatlantic Summit in New York City. This initiative represents a pivotal shift in how responsible travel is communicated: moving away from the idea of sacrifice or compromise, and instead positioning sustainable choices as valuable enhancements to the travel experience.In October 2025, the European Travel Commission (ETC) officially launched the “Unlock an Unexpected Upgrade” campaign at the Skift Transatlantic Summit in New York City. This initiative represents a pivotal shift in how responsible travel is communicated: moving away from the idea of sacrifice or compromise, and instead positioning sustainable choices as valuable enhancements to the travel experience.
Unlock an Unexpected Upgrade: Reframing Responsible Travel This Holiday Season
