The Bournemouth couple, who run Jo and Jo Travel, will donate 10% of their commission on bookings from customers who mention the charity.
Not just Travel's unique Partners in Travel pairs consultants with charities, businesses and associations that refer customers to them. It generated £16,360 in charitable commission in 2025, as well as many thousands for small business such as hairdressers and beauticians.
School in a Bag was set up in Somerset by Luke Simon after his brother Piers was killed on Koh Phi Phi in the 2004 Boxing Day tsunami. The charity has funded 200,861 SchoolBags for children in 61 countries. Its current appeal is for children affected by the Nepal floods in August. Each £25 rucksack holds exercise books, pencils, crayons, eating utensils, a water bottle and hygiene items.
The partnership has a personal link; the O’Connells both worked as diving instructors on Koh Phi Phi and share friends with Luke from their time there. They reunited at the charity’s Home Farm Fest this summer.
Mr Jo O’Connell, a TTG Sustainability Ambassador, said: “Partnerships work when they mean something to everyone involved. We have a real connection to Phi Phi and to the people behind this charity, and that’s what customers respond to. It gives people a reason to book with us that has nothing to do with price.”
Mrs Jo O’Connell, who has worked in travel PR for 25 years and also manages the PR for Not Just Travel, said: “There is no better way to fundraise than by going on holiday. Customers get our personal service throughout their trip while supporting a cause that matters to us.”
Luke Simon, founder of School in a Bag, said: “Customers simply need to mention School in a Bag during their holiday booking process, and they will generate essential funding for our charity. It is a straightforward yet excellent concept that will create a significant impact for children around the globe.”
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