The Travel Corporation is to donate $1 for every booking made across its global brands on Earth Day next week.
The April 22 donations will support Wildlife SOS to help fund an Elephant Conservation and Care Centre in Mathura, India.
The money to help save elephants from cruelty will come via The Treadright Foundation, a not-for-profit initiative between the TTC brands.
Participating brands include Contiki, Trafalgar, Insight Vacations and Uniworld.
Wildlife SOS aims to help rescue and rehabilitate elephants in distress, including those being used illegally under deprived conditions.
The April 22 donations will go towards expanding the rescue centre to provide space to house 50 more elephants.
TTC, TreadRight, and Wildlife SOS will also publish ‘A Guide to Ethical Elephant Experiences’ featuring tips to help travellers participate in responsible, ethical elephant experiences.
TTC chief executive, Brett Tollman, said: “Working with Wildlife SOS in India as one of our TreadRight Wildlife Initiative partners, we’ve had the tremendous opportunity to fully appreciate the remarkable effort and care their entire organisation commits to saving elephants.
“That is why our travel brands across the planet are participating in this important Earth Day campaign, helping Wildlife SOS secure the land required to care for elephants still desperately in need of rescuing from harmful situations.”