Abbey Group Policies

Environmental Policy

The Abbey Group is fully committed to protecting the environment. This commitment is reflected in our Environmental Policy and is shared by all management and staff in the company. As part of our objective to prevent pollution and minimise waste, we will operate our business with consideration for the environment and habitats. We will also provide the necessary resources to fully implement our environmental policy. ​ The following are the specific measures we will put in place to achieve our stated objectives:

  • Monitor our use of energy and natural resources with a view to reducing our requirements.
  • Comply with all applicable environmental legislation and maintain documentation to demonstrate compliance.
  • Demonstrate our commitment to continual improvement by setting targets and objectives for our products and Company activities and review these measures on a regular basis.
  • Maintain an open communication environment whereby all employees can actively participate in the environmental management system.
  • Provide the necessary information, instruction, supervision and training to enable all persons, affected by the Company undertakings, to carry out their environmental duties.
  • Choose suppliers and contractors that adopt best environmental practice.
  • Inform, motivate and encourage all Abbey stakeholders to play an active role and commitment to our Environmental Policy.
Our Environmental Policy is a major priority within our commitment to Abbey’s corporate social responsibility. We accept our business must be accountable for CO2 or Greenhouse Gas emissions. As a further measure to address the environmental challenges, we will add a financial contribution from our business to offset carbon emissions. This revenue will be channelled through an environmental charity. Within our business we deal with a very large number of product suppliers. We will institute a communication programme, aimed at our suppliers, to encourage them in supporting our environmental objectives. Our Company Environmental Policy will be reviewed on an on-going basis in accordance with our company procedures.



Eco-Tourism Policy

Responsible Eco-Tourism Policy Leading with Environmental Sustainability

  1. At the Abbey Group we are working towards a minimal environmental impact. We advocate with our clients and suppliers to encourage best practice and to protect the environment during visits. In regard to our clients, we ask that they:-
  • Recommend their customers bring reusable water bottles / reusable mugs for hot drinks
  • Recommend their travellers bring a reusable shopping bag – this can avoid the need for plastic bags
  • Recommend that they dispose of any waste while in the country with care and attention
  • Recommend that visitors leave what they find when in our landscape – observe and conserve
  • Recommend that visitors never feed farm animals or wildlife
  • Recommend that visitors are respectful and responsible and encourage others to do the same while enjoying the countryside
In regard to our suppliers, we will:-
  • Work closely with suppliers who have environmental certification or verified environmental credentials.
  • Work closely with suppliers who have developed KPIs for energy, water and waste consumption/generation and carbon emissions.
  • Work closely with suppliers that have made responsible commitments toward their local communities
  • We will favour suppliers who limit waste (including non-recyclable waste)
  • Work closely with suppliers who advocate responsible purchasing (Fair Trade, environmentally certified products etc) and where the use of local and organic produce is promoted
  • Work closely with suppliers who limit the use of chemicals – pesticides, cleaning product and weed control
  • Work closely with suppliers who will limit use of single use plastic in their offering
  • Work closely with suppliers who provide drinking water without charge to customers (to include refilling customers’ drinking vessels)
  • Work closely with suppliers whose staff are fully trained in delivering on environmental objectives and targets
  • Evaluate all proposals submitted by suppliers according to a set of criteria covering quality, performance and sustainable development



Responsible Marketing Policy

The Abbey Group Responsible Marketing Policy sets out the guidelines for all marketing activities carried out within the remit of the Group. These guidelines ensure that the Abbey Group’s marketing efforts are in line with and promote Sustainable Tourism, defined below as ‘Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities’ Eco-friendly marketing
The Abbey Group is committed to using online marketing rather than print marketing.

Marketing materials, including tariffs, presentations, itineraries, and other relevant company information, are produced and disseminated online or using technology such as computers or iPads. These materials are the key promotional tools used throughout the Abbey Group’s marketing. The only material printed is the company leaflets, and sustainably-sourced paper is used. The Abbey Group is committed to having paper-free stands at our trade fairs and to reducing paper-use on sales trips. iPads and computers are utilised to present information. Sustainability in marketing materials
The Abbey Group is committed to promoting sustainable tourism products in a responsible manner. Sustainable products are included and highlighted in generic as well as in sustainable-focused itineraries to ensure that concern for environmental issues and a focus on responsible travel are embedded throughout all programmes.

A definition of sustainable tourism relative to the Abbey Group is included on our programmes to ensure our clients understand the concept and are aware of our dedication to it:

This programme shows our commitment to the true meaning of Sustainable Tourism. Sustainable Tourism is a powerful driver in boosting economies in regions and communities while preserving the natural and cultural strengths of the communities and regions.

The definition is partnered with a symbol, which is embedded within the marketing copy to indicate a sustainable product. This product can be an experience, venue, or attraction. The Abbey Group is committed to having an ‘Eco-friendly’ logo printed on all trade show stands to promote the sustainability agenda among its consumers and to encourage discussion and promotion of sustainable programmes and products. Responsible depiction of products
The Abbey Group is committed to producing and using marketing materials that represent the products, services, and experiences offered in an accurate manner.

The marketing materials aim to provide inspiration but also to set realistic expectations. Popular tourist attractions are denoted as such in the marketing copy, while images depicting typically crowded sights as empty are avoided. Only the aspects of the product experienced by the passenger are depicted in marketing materials. Images that could potentially be replicated by passengers are favoured. The integrity of the experiences is respected by the avoidance of images that show practices contradictory to minimal impact behaviour.

Collation and dissemination of product information
The Abbey Group is committed to collating and circulating up-to-date product information, including access details and current visitor volumes and capacities, to ensure that products and experiences are accurately reflected. Areas of special environmental conditions are highlighted within the marketing copy. The Abbey Group is committed to developing a database of sustainable product throughout Ireland. This database enables ease of identification of sustainable venues and attractions, facilitating their inclusion in itineraries and empowering the Marketing team to highlight them effectively throughout the marketing materials. Marketing training
As a B2B company, much of the marketing undertaken at the Abbey Group is relationship-based. As such, the Abbey Group is committed to empowering its staff to promote sustainability and responsible travel by providing them with training on the range of sustainable product in Ireland and with the means to access further information on it, including how to engage clients, travel ethics addressing minimal impact behaviour for natural areas, and equipment, clothing and personal supplies relevant to areas being visited.