Several years ago, Tui Travel set out its stall to really blaze a trail for sustainable tourism.
It’s not the only company taking it seriously, of course, but it’s arguably the biggest and has certainly shouted the loudest about its considerable achievements in this field.
This week, new Virgin Holidays managing director Mark Anderson revealed the company was going to use its leadership position to campaign for equality for all holidaymakers – addressing issues surrounding sexuality, accessibility and affordability.
He said Virgin feels passionate about supporting changes around the world to enable holidaymakers to travel easily and without concern about how they are received, whether they are gay, lesbian, bisexual or transgender, have accessibility needs or find it difficult to afford holidays.
Anderson said he would address the issues through open dialogue with governments, tourist boards and hoteliers.
And he promised to turn the spotlight on equality by using the Virgin brand’s voice to stand up and be counted.
Of course, Virgin Holidays will be doing this for commercial as well as moral reasons. And why not? The Pink Pound is growing, and accessible travel is a huge, largely poorly-serviced, market.
But, talking to Anderson, it was abundantly clear that underpinning his key business imperatives of profitability, customer satisfaction and staff engagement, was a genuine desire to play a leading role in being a force for good. And that should be applauded.