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Newly established B Corp Collective supports UK travel companies

by JoAnna Haugen


Travel companies increasingly realise the need to abandon extractive and destructive models of operation. As Certified B Corporations, some UK tourism businesses are one step ahead of balancing purpose and profit.


After fielding questions about their B Corp certification journeys, Pura Aventura and Intrepid Travel co-founded Travel by B Corp in April 2021. The collective currently includes four other UK-based B Corp travel companies and a founding advisor. “This is an inclusive community. It’s in all of our interests that we rise together,” said Tom Power, co-founder and CEO of Pura Aventura. “We’re all trying to be better at being better.”


Ultimately, the collective hopes to enhance consumer recognition of B Corp certification and engage in advocacy work, but one of its current area of focus is on supporting and sharing best practices with each other and aspiring B Corps. Power offers the following tips for those travel companies on the certification journey:


  • Have patience. While the B Corp ethos naturally fits some companies, others will need to make big changes. “If that’s the business you want to be, then start today on that transition,” he said. “If the destination is the B, then you have a clear pathway. Just start walking it.”

  • Don’t delay submission. “As long as you know as you have a realistically achievable pathway, just submit,” Power said. Companies can act and implement in the time between committing to certification and undergoing assessment.

  • Aim high. Certification requires a minimum verified total score of 80 across all impact areas. Power said most companies will lose points during the assessment, so overshoot when applying.

  • Do it. Power said he believes certification will become expected, especially once a critical mass is reached. “There isn’t any time to lose,” he said. “Don’t wait for perfection to get started.”




About the Author


JoAnna Haugen is a writer, speaker, and solutions advocate who has worked in the travel and tourism industry for almost 15 years.

She is also founder of Rooted, a solutions platform at the intersection of sustainable tourism, social impact, and storytelling. A returned U.S. Peace Corps volunteer, international election observer, and intrepid traveler, JoAnna is always on the hunt for her next great adventure.


Follow her on Twitter, Instagram, and LinkedIn.


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