Walking through Gordale Scar in England.

Our Approach to Ethical Marketing

Our words must be rooted in action. If we say it, we must be able to support it.

We want travellers to have clear, honest information about our trips and the actions we are taking to manage their environmental and social impacts.

That means being specific about what we do, transparent about what we know, and careful not to make claims that go beyond the evidence.

Honest, Clear Claims

We aim to ensure that our trip descriptions, imagery and marketing accurately reflect what travellers can reasonably expect.

When we talk about environmental or social initiatives, we explain the action behind the claim rather than relying on broad terms such as green, eco-friendly or sustainable.

When we talk about future goals or commitments, we make clear that they are goals and only communicate them where there is a credible plan behind them.

Where we make environmental comparisons, we explain what is being compared and ensure there is evidence to support it.

Responsible Travel: what we mean

Responsible Travel is the name we give to our approach to managing the environmental and social impacts associated with travel.

It brings together our work across climate and carbon measurement, waste and single-use plastics, animal welfare, nature and biodiversity, human rights, local communities, cultural respect and First Nations engagement. Rather than using Responsible Travel as a label to suggest a trip has no negative impacts, we aim to show you the specific actions being taken.

Being transparent about carbon

Our Carbon Labels show the estimated CO2-e per person per day associated with the components of a trip included in our methodology.

We explain what is included in our calculations and recognise that carbon footprints are estimates. Our methodology has been developed with independent carbon consultancy ecollective, and we use this data to identify opportunities to reduce emissions across our trips and operations.

Talking about community impact

Supporting local people and communities is an important part of our approach, but we believe these stories should be told carefully.

We distinguish between money contributed, activities delivered and outcomes achieved. Where results are reported by our partners, we say so, and we don't claim credit for outcomes created by communities themselves.

Respectful stories and images

The people and places we visit are not marketing props.

We seek appropriate consent for identifiable images and personal stories and aim to represent local guides, communities, cultures and partners with dignity and respect.

We represent destinations and communities with dignity, accuracy and appropriate cultural context.

Authentic photography from our trips and destinations remains our standard.

Inclusive & Respectful Communication

We aim to communicate in ways that are inclusive, respectful and honest.

We use inclusive language and aim for diverse representation across our communications.

We avoid stereotypes based on gender, age, ethnicity, culture, disability or other personal characteristics.

We respect privacy and applicable data protection and direct-marketing requirements.

We do not use false urgency, manufactured scarcity or other misleading or manipulative marketing practices.

Evidence matters

Our environmental and social claims are supported by appropriate evidence, which may include operational and supplier data, carbon calculations, traveller surveys, project and partner reporting, policies, certifications or independent standards.

The strength of the claim should reflect the strength of the evidence behind it. Where we can't adequately support a claim, we change it or don't make it.

Where we make environmental comparisons, we explain what is being compared and ensure there is evidence to support it.

When we talk about future environmental goals or commitments, we make clear that they are goals and only communicate them where there is a credible plan behind them.