Melissa Tilling, chief executive of Sustainable Journeys and the travel agency Charitable Travel, said the new operator, targeting independent travellers who “want control over what they do” in the mid-market, is seeking not to provide a “bitter pill for customers”.
Speaking at the new operator’s launch event on Monday (15 January) in partnership with Visit Estonia, to mark Estonia as Sustainable Journeys’ launch destination, Tilling said: “We recognise people don’t buy sustainability; they want to buy sustainability, but more importantly, they want to buy fantastic holidays.
“Our goal is to offer fantastic holidays with sustainability baked in,” she added.
