The 'Much Better' Bit
We’re on a mission to build the world’s most positive-impact travel company.
We're in the midst of a climate and biodiversity crisis.
Protecting and restoring our natural world is the key to solving it.
Our Purpose is to protect our world’s wild places, one adventure at a time. And we’re out to prove it, trip by trip.
Our Model
We partner with independent businesses, cutting out middlemen, inefficiencies, and greedy markups. As a result, our customers get better value, and a bigger chunk of everything spent stays in the local economy to support the people and places that make our trips possible.
How much bigger? We worked with sustainable development experts Equator.ai to build an Economic Impact Calculator that traces the money on every trip. It varies by country, but our modelling shows that 70-80% of the money we send to destinations stays there. That’s far higher than in many other forms of tourism, where spending with foreign-owned businesses, like hotels, typically 'leaks' back to wealthier countries.
And it doesn’t stop there. Every pound spent locally generates around £2.63 in the local economy.
Our model for adventure can be a major driving force behind the conservation and protection of our natural world, and one of the keys to tackling the global climate and biodiversity crisis.
1. Supporting Local Communities
We’ve ripped up the typical travel company rulebook, designing a platform model that maximises the flow of money directly into rural communities. In the last 10 years we’ve sent £75m to local hosts around the world, and 85% of our nights are spent in rural areas. This creates jobs and sustainable livelihoods in wilderness areas that are essential to their conservation.
Read how the power of adventure can protect the world’s wild places.
2. Funding Conservation
On top of that, 5% of our revenues (not profits) go straight into our Much Better Fund. It’s primarily focused on the Buy an Acre programme (opens in new tab) run by our friends at World Land Trust (opens in new tab), which helps local communities purchase and manage natural habitats in perpetuity, protecting the reserves and their wildlife.
So far, our adventures have helped protect 6,700 acres, and in 10 years we’ve donated more than £1.2m to community and conservation causes.
3. Reducing carbon
We measure and report on our carbon footprint annually, publish the footprint of every trip, have a transparent carbon reduction plan in place, and spearheaded the climate emergency movement in tourism.
For every trip, we also fund forest protection and restoration projects run with local communities and supported by the World Land Trust, in proportion to its in-destination emissions. In 2025, that came to £50,584. It doesn’t make a trip carbon neutral or cancel out its emissions. It protects high-biodiversity tropical forests through certified REDD+ projects (opens in new tab) that store carbon, shelter wildlife and support the communities who look after them.
Now we’re asking a harder question: is the carbon worth it? By measuring the economic benefit of every trip alongside its emissions, we can show where travel genuinely earns its place.
4. Campaigning
We amplify our impact by collaborating with NGOs, activists, and environmentalists to spearhead campaigns on urgent issues.
We helped unify global tourism leaders around the Glasgow Declaration, a commitment to halve tourism emissions by 2030, now administered by UN Tourism. We fought to protect Europe’s last free-flowing river. And now we’re challenging the industry to show its numbers, so the communities that host visitors get their fair share.
"One of the best travel companies committed to climate action"
The Guardian
We're proud to be a B Corp™
We're part of a growing global community of businesses that are walking the walk when it comes to sustainability.
We can do Much Better Yet
We don't claim to have all the answers, but are committed to transparently sharing our progress and learnings, and invite feedback at any time to help us improve.
Ultimately we do believe that travel, rather than be part of the problem, can be a major part of the solution. Too often it is not.
For us, it's a mission, a philosophy and a way of life.
We owe it to the world to never stop working at it.
