Travellers will be able to book holidays on ecotourism site responsibletravel.com for the first time later this month.
Since 2001, responsibletravel.com has been aggregating holidays from tour operators, which are respectful to the environment and local culture. However, next month it will start operating as an online travel agent.
Founder Justin Francis has decided to introduce flights and a bookable collection of 60 hotels in the Caribbean and Southeast Asia.
The company is working with the Travel Trust Association to make sure customers’ money is protected.
Francis said: “There are some fantastic new hotels out there that are committed to being sustainable. Some of these were not able to work with us unless we could take the bookings for them.
“These hotels are for people who want to relax in the knowledge that their hotel is being considerate to the local environment.”
A microsite for the collection, which will be called Responsible Hotels of the World, will be launched a later date.
Travel agents play an important role in educating customers about sustainable travel, Francis said.
“This is only the beginning for us but we may look at whether we could distribute through the trade.
“Consumers are healthily sceptical and are starting to ask challenging questions about their holidays. This is a great opportunity for agents, but they need to have the product to sell.”
Ethical holidays have not been hit hard by the recession and responsibletravel.com has experienced revenue growth in the last year, added Francis.
“In these times, flashy wealth is out of fashion. The problems with the economy have come from greed and lack of regulation and now people are looking for a more sustainable way of living.
“People are beginning to prize authenticity and responsible travel tends to be more authentic.”