Only a short while ago, it meant being less damaging to the planet; now, it doubles as a term to describe simply staying in business.
Post-Covid, the word will be reclaimed for its more usual purpose, but meanwhile, has the pandemic made us more aware of our responsibility to the planet?
Mid-outbreak, G Adventures founder Bruce Poon Tip said lockdown meant “we are all at ground zero” in travel.
He asked: “Why fight to get back to normal when you have such a fantastic opportunity to become a transformative industry as opposed to just selling capacity?”
