Founder and chief executive Carol Savage said achieving B Corp Certified status underlined Not in the Guidebooks’ ambition "to make it as a travel company with a difference", one that offers high quality experiences while supporting local communities.

"This certification completely legitimises what we are creating for our stakeholders, including our customers and trade partners," said Savage.

Founded four years ago, Not in the Guidebooks becomes the latest B Corp Certified travel business, joining the likes of Intrepid Travel, Exodus Adventure Travels, Experience Travel Group, Inside Travel Group, Byway Travel, Explore Worldwide and Pura Aventura. TTG Media also achieved B Corp Certified status late last year.

Not in the Guidebooks last year recruited sales and operators leader Tracy Roberts to ramp up its trade focus, reporting into sales director Debbie Sowden who has been the brand’s main trade point of contact.

It has also embarked on two rounds of trade-focused crowdfunding, inviting agents to invest directly in the business and become shareholders to support its ambition of becoming "a platform for agents, owned by agents".

Reflecting on the impact for agents of becoming B Corp Certified, Savage continued: "For our trade partners, it means that they can further rely on us to deliver fantastic sustainable holidays on their behalf. As more and more UK consumers look to take more experiential, immersive and sustainable travel experiences, we want to be the ’go-to’ for agents.

"We will continue to keep our trade partners abreast of information around sustainable travel, helping them to easily access what’s important for them to know and helping them to see what more they can do to create a positive change in the travel industry, and also how they can support their customers looking to do their bit too."

Savage also also paid tribute to her team. "My thanks go to them for their unwavering support in helping us achieve this significant goal," she said.

"Their hard work and determination to get us this certification, which has been a long and detailed process, demonstrates the spirit of the team and their commitment to ensuring we can be the best at what we do in our sector."