Intrepid Travel is seeking to become the first global travel company to achieve B Corp status in recognition of its commitment to responsible business.
B Corps businesses are certified by a not-for-profit organisation in the US and are required to meet “rigorous standards of social and environmental performance, accountability and transparency”.
This commitment applies to corporate structure, staff and suppliers, in addition to non-legal entities such as the environment.
There are currently more than 1,300 companies from 41 countries certified as B Corps, but as yet only 13 smaller travel businesses, mainly in the Americas, have qualified.
Intrepid co-founder and chief executive Darrell Wade admitted the company’s desire to become a B Corp was unlikely to affect short-term business and sales.
But he said the positive culture required to maintain the status would result in improved staff retention and business performance throughout the supply chain, and more repeat business.
He said: “Our research shows that a commitment to responsible tourism is fairly low on the list of priorities for first-time bookers, but rises for rebookers who experience the company’s ethos.
“This accreditation is about demonstrating that our commitment to sustainability is more than just a marketing line.”Intrepid aims to become a fully accredited B Corp by April 2016.