Thursday,  June 24, 2021  5:16 am

TTC unveils 5-year sustainability strategy, experience assessment tool

TTC unveils 5-year sustainability strategy, experience assessment tool
Pax Global Media

The Travel Corporation (TTC) has redoubled its commitment to sustainable and regenerative tourism, alongside its 40 brands, as part of its response to the consequences of COVID-19. 

Just ahead of World Tourism Day (Sept. 27), TTC has launched How We Tread Right (HWTR), its new five-year sustainability strategy that includes 11 goals designed to advance TTC’s efforts to address climate change, overtourism and animal welfare. 

The strategy outlines initiatives to strengthen efforts that address sustainable food production, responsible consumption and diversity and inclusion. 

Making travel matter

A core component of the strategy is the launch of Make Travel Matter (MTM) Experiences, which have been identified using an industry-first, proprietary assessment tool. 

This tool measures each experience against criteria that take direction from the United Nations Sustainable Development Goals (SDGs). Make Travel Matter (MTM) Experiences allow TTC’s award-winning brands, including Insight Vacations, Trafalgar, Contiki, Uniworld, Luxury Gold and Red Carnation Hotels, to identify experiences by the positive impact they have on destinations and the way in which those experiences directly advance the UN’s SDGs. 

WTTC approved

Endorsed by the World Travel & Tourism Council (WTTC), the proprietary MTM E-Assessment tool enables TTC teams to identify which UN Global Goal a potential MTM Experience aligns with as an assurance to travellers on the positive impact of the experience. 

An experience must meet the criteria associated with at least one Global Goal in order to be labelled a Make Travel Matter Experience and can advance up to two Global Goals. 

The complete set of qualifying criteria is available on TTC’s MTM Experiences webpage. 

This will drive a critical commitment to integrate at least one Make Travel Matter Experience on 50% of all itineraries by 2025, ensuring that TTC's return to travel is mutually beneficial to both travellers and hosts. 

TTC’s guided travel brands alone offer in excess of 1,500 unique itineraries worldwide which have laid the foundation for the company to truly integrate these new experiences benefitting people, the planet and wildlife around the world – TreadRight’s three focus pillars. 

“Our personal choices matter and travel connects directly to the United Nations Sustainable Development Goals, so with this tool you can really make a difference and see the positive impact of sustainable tourism in the environment, protecting our ecosystem, our assets, and especially wildlife, while at the same time providing a significant positive social impact," stated Gloria Guevara, president & CEO of the WTTC.

To launch HWTR, The TreadRight Foundation enlisted its Ambassadors – Céline Cousteau, activist and filmmaker; Sarain Fox, Indigenous storyteller and activist and Ami Vitale, National Geographic photographer - to share how travel has impacted their lives, as travellers look to them to learn how they can make their travels matter. The video is available on TreadRight’s YouTube channel here

“Our comprehensive How We Tread Right strategy is the progressive commitment to sustainability and the planet that TTC and our travel brands must make right now to achieve our 11 goals and be accountable for our impact,” stated Brett Tollman, chief executive of TTC. “Never before has our industry been faced with so many challenges, many of which are directly tied to the heavy environmental footprint on the planet. At TTC, we believe that sustainability is critical to the return of our business post-COVID-19." 

Among the 11 HWTR goals included in the strategy, one critical step is the company’s commitment to achieving carbon neutrality by 2030 or sooner. TTC intends to drawdown its direct emissions through conservation and technology, investing in clean energy, low-emissions transportation and innovation. 

Leading the charge is Xigera Safari Lodge, part of the Red Carnation Hotel Collection, which will open in Botswana in December 2020 and run on nearly 100% solar power, while TTC’s guided travel and FIT brands, such as Contiki and Trafalgar, have measured the carbon footprint of their trips and will announce roll out plans later in the year.

In its entirety, HWTR has committed to achieving the following by the close of 2025:

  • Goal 1: Achieve carbon neutrality by 2030 or sooner
  • Goal 2: Source 50% of electricity from renewable sources by 2025
  • Goal 3: Reduce food waste by 50% across all hotels and ships by 2025
  • Goal 4: Increase use of local and organic products in supply chain by 2025
  • Goal 5: Reduce printed brochures by 50% by 2025
  • Goal 6: Eliminate as many unnecessary single use plastics from operations and itineraries by 2022
  • Goal 7: Include at least one Make Travel Matter Experience on 50% of all itineraries by 2025
  • Goal 8: Achieve a 20% increase of itineraries visiting developing regions by specialist brands by 2025
  • Goal 9: Increase employee and market sentiment regarding diversity and inclusion across brands
  • Goal 10: Complete 30,000 volunteer hours by 2025
  • Goal 11: Ensure all wildlife experiences across TTC brands adhere to Animal Welfare Policy by 2021

The full strategy featuring all 11 goals is available at

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