Keeping special places special: Embracing Sustainable Luxury with B Corp Certification

We are delighted to announce that we have received certification as a B Corporation (B Corp) company. Certified by B Lab, the not-for-profit network behind the B Corp movement, we join a global community that is reinventing business by pursuing purpose as well as profit. To learn more about how this certification works and why we have always taken a more thoughtful approach to luxury travel, please read below.

What is B Corp certification?

B Lab UK is at the helm of transforming the economic landscape to be more inclusive of people, communities, and the planet. Through setting stringent standards, framing policies, and developing tools for businesses, they certify the crème de la crème of companies that are setting benchmarks for sustainable and ethical practices. These certified companies are fondly known as B Corps.

To understand the magnitude, there are currently over 7,000 B Corps in 90 countries, spanning 161 industries. Each of these companies has passed the meticulous B Impact Assessment, ensuring they meet the high standards set by B Lab UK.

How does the B Corp certification work?

B Corp certification addresses the entirety of a business’s operations and covers five key impact areas of Governance, Workers, Community, Environment and Customers. The certification process is rigorous, with applicant companies required to reach a benchmark score of over 80, while providing evidence of socially and environmentally responsible practices relating to energy supplies, waste and water use, worker compensation, diversity and corporate transparency. To complete the certification, applicants must legally embed their commitment to purpose beyond profit in their company articles.

To receive B Corp certification, companies must undergo a rigorous evaluation to prove that they “meet high standards of social and environmental performance, transparency, and accountability.” Our B Impact Assessment score was a high-flying 83, and we are proud to join 7,000 other like-minded B Corp companies around the world.

Chris Turner, Executive Director of B Lab UK, says “We are delighted to welcome The Thinking Traveller to the B Corp community. This is a movement of companies who are committed to changing how business operates and believe business really can be a force for good. We know that The Thinking Traveller are going to be a fantastic addition to the community and will continue driving the conversation forward”.

“We are pleased to have B Corps of all shapes and sizes as part of our community – from startups to multinationals and across many different industries. Business is a powerful force and B Corps demonstrate that you can do good in any sector. Welcoming The Thinking Traveller is an exciting moment because they have an opportunity to lead the way within the Travel industry. We and the rest of the B Corp community are really pleased to support The Thinking Traveller in paving the way for a new way of doing things”.

“Being able to welcome The Thinking Traveller to the B Corp community is hugely exciting. Their commitment to doing business differently will be an inspiration to others and really help spread the idea that we can redefine success in business to be as much about people and planet as it is about profit”.

Why is sustainability important within the luxury travel business?

In today's age of eco-consciousness, luxury isn't just about opulence. It's about enjoying the world responsibly, ensuring that our carbon footprint is minimal and that our actions benefit local communities. Luxury travel, when merged with principles of eco-tourism and responsible tourism, not only offers a unique experience but also guarantees that these beautiful destinations remain pristine for future generations.

Whilst we understand that there is a lot of work to be done within the luxury travel sector to reduce emissions and waste and to improve ethical practices, standards like the B Corp certification help people to invest in companies that are actively seeking a better future.

Here are some of the ways we’re already working in the luxury travel space to benefit the The Thinking Traveller community and destinations we love:

• Understanding Our Impact: we actively engage in carbon recording to gauge and subsequently reduce our carbon footprint.

• Inclusivity and Diversity: our Thinker Equity, Diversity, and Inclusion survey ensures that we are an inclusive and diverse brand.

• Office Environmental Policies: we have instilled office policies that prioritise sustainability.

• Community Engagement: we partner with local charities where we are headquartered in London and Athens, and, through the Conservation Collective, we actively support grassroots environmental initiatives in our destinations.

• Supporting Local: whether it’s choosing sustainable suppliers or understanding our villa owners through our pilot sustainability survey, we’re continuously looking to uplift and support local endeavours.

How can you be sustainable in luxury travel?

As a guest of The Thinking Traveller, you become part of our vision towards blending luxury with sustainability. Here’s what it means and how you can embrace sustainable getaways:

• Eco-friendly villas: stay in our properties working towards sustainability, where details are curated with sustainability in mind.

• Low impact travel: travel slow, savouring every moment. Opt for stays with activities that reduce your carbon-footprint and immerse yourself in green travel spots.

• Tips for travellers: embrace local cultures, buy local products, and be mindful of your surroundings. Our partnerships with local suppliers mean you'll have access to the best, responsible options around.

How does B Corp fit into our brand values?

We’re passionate about human connections and keeping special places special.

Since we began over 20 years ago, we’ve been developing ever closer bonds with those who live and work in our destinations, investing in our team, participating in the communities where we are headquartered in London and Athens.

We’ve worked closely with our owners, to develop a lower-impact, higher-quality brand of tourism that benefits the local community, businesses and initiatives. At the same time, through our long-standing association with the Conservation Collective, and as a driving force behind the Sicily Environment Fund, we’ve actively supported and promoted numerous environmental projects across the Mediterranean. It is, therefore, with great pride that these and other aspects of our modus operandi have now received formal certification.

So much of what we do as a company depends on our partnership with our owners, and we thank them for their ongoing collaboration, flexibility and belief. Our certification as B Corp company is merely the beginning of an exciting voyage, and we very much hope that our community will continue to embrace the principles behind our quest to prove that tourism, when founded on ethical principles and guided by a thoughtful approach, can be a force for good.