Your industry: Travel & Tourism
- Company: WestJet
- Theme: Eco-Conscious Travel
- Task: WestJet is considering a line of carbon-offset programs and eco-friendly flight options. Your task is to analyze whether there is a strong market for sustainable travel among Canadians. Who are the travelers most likely to engage with these initiatives? How much are they willing to pay for sustainability? What communication strategies should WestJet use?