This toolkit gives you the CHANGE-DESIGN-SELL process and tools from measuring your first emissions all the way to designing low-carbon experiences your customers will actually choose - and communicating them without greenwashing. There are three ways to use the toolkit. Pick one, or combine them:

Read this site as a self-study and apply the tools and templates.
Use the AI prompts in each section with your preferred tool.
Talk to the Custom GPT for conversational guidance.
Enjoy the journey of making travel less carbon, and double the fun.

Welcome to
Less Carbon,
Double The Fun
Every company can make a big change.

A free, practical toolkit that helps your tourism business cut carbon emissions — and turn it into something guests actually want to buy. Nine easy to use tools across three stages: CHANGE - DESIGN - SELL. Built for travel and tourism businesses like yours in the Baltic Sea region.

Start by reading Our Summary Guide to Less Carbon, Double the Fun and explore the tools available including a dedicated AI Prompt library and the world´s first purpose-built AI Assistant for helping you to reduce emissions and design and sell new low-carbon services.

Identify & reduce

Understand your carbon footprint, find the biggest levers, and build a plan to act.

Tools:

Summary Guide to Less Carbon, Double the Fun
Carbon Calculator Guide
Business Plan Template
Business Case Calculator

Create & Build

Turn the insight into a low-carbon experience guests actually want.

Tool:

Concepting a Low-Carbon Experience

Communicate & sell

Reach the right customers and tell a credible story - without greenwashing.

Tools:

Customer Archetypes & Nudging ·
Marketing & Communication Guide

Anchor 1

Anchor 2

Anchor 3

Step 1 · Map your emissions

Before you can calculate, understand where your emissions come from.

Write down what causes emissions:

Energy (heating, cooling, lighting)
Transport (own vehicles, staff travel, guest transfers, excursions)
Food & drinks (especially meat- and dairy-based items) · Waste & water
Purchased goods & services (cleaning, laundry, maintenance, equipment).

Sort by scope:

Scope 1: what you own or control (vehicles, equipment, generators).

Scope 2: electricity and district heating/cooling you buy. Scope 3: everything else (purchased food & services, guest travel, waste).

Step 2 · Decide what to measure

Answer a few simple questions, then pick one clear approach.

Operational control: measure everything you directly run: your own buildings, vehicles, kitchens, offices.

Activity-based: measure per unit of service: per guest night, per meal, per tour.

Which fits you? If most emissions come from assets you operate, use an operational-control boundary; if different products or packages matter most, also track per guest night / per tour / per meal.

Step 3 · Collect your data

Once you've decided what to measure, gather the activity data you need to calculate.

Energy use → utility bills, meter readings, invoices
Transport → fuel receipts, mileage logs, booking systems.
Food & drinks → supplier invoices, menus.
Waste → contractor reports. Water → bills, meter readings. Other purchases → procurement records.

Step 4 · Choose a carbon calculator

Focus on these:

Technical quality
Ease of use & access
Extra features & support

GO IN-DEPTH → Guide to Choosing a Carbon Calculator.

Step 5 · Identify hot spots and prioritize

Focus on the top 2–3 emission sources
Rank them by effort vs. CO₂ impact

Step 6 · Implement reduction actions

Score each idea on one-time cost

Ongoing cost change,

Revenue impact, payback and CO₂ saved,

GO IN-DEPTH → Low-Carbon Business Plan Template + Business Case Calculator.

AI PROMPTS:
Use these prompts to identify and understand your emissions with your chosen AI tool.

Compare carbon calculators available in my country on transparency of factors, full scope coverage, ease of use and price.
What's the simplest free calculator for a beginner in the tourism sector?
Help me draft a one-week pilot plan to trial a carbon calculator with my real business data.
What scopes are essential for my business model — and which can I add in year two?
Generate a list of red flags that suggest a calculator is not transparent enough.

AI PROMPTS:

Use these prompts to move from calculator output to a costed plan you can actually run.

1.Help me identify my top 2–3 emission hotspots from the calculator results I'll paste here.

2.Generate three practical reduction tactics for each of my hotspots — and rank them by effort vs CO₂ impact.

3.Build a business case score for these ideas using one-time cost, ongoing cost, payback, and CO₂ benefit

4. Draft a six-month implementation plan with phases, named owners, partners and dependencies.

5 What funding or subsidy programs in my country could support these actions?

01 · WHO IS THIS SERVICE FOR?

What kind of person would actively want this — what do they value, prioritise, care about when choosing experiences?
What are they willing to trade off — paying more for exclusivity, accepting slower travel for a better journey, choosing depth over convenience?
What signals make them feel "this is for me" — tone, social context, format, setting?

02 · WHAT MAKES THIS SERVICE LOW-CARBON?

Which 1–3 key elements of this service or business make it low-carbon?
Are the low-carbon elements built in by default — or does the customer need to opt in?
What are the 1–2 things that make the biggest emissions difference?

03 · WHAT MAKES THIS SERVICE AN EXPERIENCE?

What is the central idea or story - the thing that makes it coherent and memorable rather than just a list of activities?
What will the visitor feel, remember, or tell others about after it is over?
Does the low-carbon dimension add extra value to the experience, or does it just not constrain it?
For help in concepting a low carbon experience, use the guide to service concepting and design to make your experience stand out.

04 · COMMERCIAL VIABILITY

What must be true commercially for this to work - price premium, minimum occupancy, minimum partner participation?
What are the biggest commercial risks - too niche, too expensive, operationally complex, cannibalises existing sales?

05 · CORE SERVICE PROMISE

Can you describe this service in one clear sentence a customer would immediately understand?
What is the main personal benefit - not the environmental one, but the experience, feeling, status, convenience, value?
What makes this different from what a competitor could offer tomorrow?

AI PROMPTS:
Use these prompts to take a concept from idea to testable pilot

Help me fill out the Concept Template for my service - who it's for, what makes it low-carbon, what makes it an experience.
Draft a one-sentence core service promise for this concept - without using the words 'sustainable' or 'eco-friendly.'
Suggest three low-cost, low-risk ways to test this concept before full launch.
For a destination or travel agency, map the ecosystem partners needed - and where the weak links might be.
Identify the biggest commercial risks of this low-carbon concept — too niche, too expensive, operationally complex?

First, know who you're talking to

Low-carbon isn't one motivation, and one message can't reach everyone. Six attitudinal traveller segments — from the already-convinced to the actively disengaged — each want to hear something different. Pick the one or two that are yours, then use the six nudge types to shift behaviour at the moments that matter: booking, on-site, and after.

Don't try to speak to everyone. Identify your one or two archetypes — and brief everything else around them.

GO IN-DEPTH → Customer Archetypes & Nudging

Then, say it so it sells

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GO IN-DEPTH → Marketing & Communication Guide

AI PROMPTS:
Use these prompts to make compliant communication interesting — and interesting communication compliant.

Audit my website hero copy for vague sustainability claims - and rewrite each with claim + number + scope + source.
Apply the 'Less Carbon, Double the Fun' tone of voice to this draft, leading with the sensory hook and proof underneath.
Pick the right creative angle (Sensory Upgrade, Proof Story, Quiet Achievement, Better Default, Honest Limit) for my customer mix.
Build a backup file checklist for every claim - measurement, scope, time period, verifier, last/next audit date.
Help me draft a response to a customer accusing us of greenwashing - calm, specific, with proof.

01 CHANGE: USE RELIABLE TOOLS AND DATA SOURCES FOR MEASUREMENT

Pick a transparent calculator. Document scope, time period and method. Keep the original measurement file, not a summary.

02 DESIGN: USE DATA AND EVIDENCE WHEN BUILDING A NEW BUSINESS MODEL OR SERVICE

Carbon data is like any other business data. Use it at every step - just like money- to make decisions and document its use.

03 ·SELL: ENGAGE WITH EVIDENCE

Every claim: claim + number + scope + source. Backup file ready when somebody asks.

Pro tip: What to have when somebody asks

The original measurement or audit report - PDF or email confirmation. Not a summary, the source document.
The scope statement - what is included, what is excluded, why.
The time period covered - year, quarter, or measurement window.
The name and contact of the verifier - auditor, certifying body, or independent measurement source.
The dates - last verification and next planned. When was it audited; when is the next audit scheduled?

AI PROMPTS:
Use these prompts to keep every claim trustworthy

Audit the claims on my website and rewrite each one to meet the claim + number + scope + source test.
Generate a backup-file checklist template I can fill in for every public sustainability claim.
Help me write a scope statement for my CO₂e per guest-night figure — what's included, what's excluded, and why.
Draft a one-page "how we measure" explainer that I can link from every claim on my website.
Help me prepare for a journalist or auditor questioning my biggest sustainability claim — what should I have ready?

Get the toolkit!

No one has to start from scratch.

Practical templates and examples save time, reduce errors, and give confidence. Use what you need, in the order that suits you.

AI PROMPTS:

Use these prompts to find ready-made templates and examples with your chosen AI tool.

List all data collection templates available for my business type.
Find me a supplier email template for requesting carbon data.
Give me a simple measurement boundary guide for beginners.
Where can I connect with other businesses to share experiences?
Recommend further reading or case studies for my team.

​

Read this site as a self-study and apply the tools and templates.

Use the AI prompts in each section with your preferred tool.

Talk to the Custom GPT for conversational guidance.

Welcome to Less Carbon, Double The Fun Every company can make a big change.

AI PROMPTS: Use these prompts to identify and understand your emissions with your chosen AI tool.

Get the toolkit!

AI PROMPTS:

Use these prompts to find ready-made templates and examples with your chosen AI tool.

Welcome to
Less Carbon,
Double The Fun
Every company can make a big change.

AI PROMPTS:
Use these prompts to identify and understand your emissions with your chosen AI tool.