Creating positive change for people and communities

Local communities should share the benefits of tourism and the environment and human rights should be protected. Our ‘Make a difference’ pillar aims to ensure that tourism is a powerful force for good – boosting economies, creating jobs, protecting wildlife and enhancing cultural understanding and tolerance along our value chain. By showing customers how more sustainable holiday products equal a better holiday experience, we want to boost demand for sustainable tourism.


Ambition by 2020

We will deliver 10 million ‘greener and fairer’ holidays a year by 2020, enabling more local people to share in the benefits of tourism.

We measure our progress by the annual number of customers we take to hotels with credible sustainability certifications (sustainability certifications recognised by the Global Sustainable Tourism Council).


Progress in 2019

In 2019, we took over 10.3 million customers to certified hotels.