The chairman and co-founder of Intrepid Travel has said there was too much “rhetorical flourish” from travel companies when it comes to discussing sustainability.

Speaking at the Skift Sustainable Tourism Summit on Wednesday, Darrell Wade bemoaned how organizations were touting a “build back better” ethos, while failing to take action.

“It’s disappointing, embedded into marketing, or even worse the boardroom,” he said during the online event.

“Half of the companies, probably more, will have done nothing. At the World Travel & Tourism Council, a good number of companies are talking the right way, and committing, but not enough are putting the rubber on the road.”

While some companies had managed to go beyond what he described rhetorical flourish, he said travel companies needed to ensure there was”company engagement” from the top, and they needed to commit measurable action, including science based targets. “You need to sign up to have that line in the sand,” Wade told moderator Rafat Ali, Skift CEO and co-founder.

“Sustainability is not easy, it’s heavy lifting. Even one aspect like climate change, to work out a pathway to zero emissions, is a lot of work,” he added.

Tour operators like Intrepid are at the forefront of the sustainability movement, Wade argued, because they are, in a physical sense, on the ground and dealing with locals, going face to face with communities.

“We’re often in remote areas, and that’s one of the reasons we go there,” he said. “It takes something climate change, and not a lot of imagination, to realize destinations will be impacted by climate change, before the New Yorks and Shanghais of the word,”

And overall he said that tour operators, including Intrepid, still have a long way to go, as they still emit a lot of carbon emissions.

By failing to take action, operators could end up alienating a public who are demonstrating intent to travel greener. Travel could become the new oil, Wade suggested, if tourists started saying “I’m not going to get in a plane.”

“It’s the role of every CEO, and staff member to start banging the drum,” he added.

CORRECTION: An earlier version of this article described Wade as CEO.

Tags: carbon emissions, climate change, intrepid travel, skiftlive, sustainability, wttc