How to spot a sustainable holiday company

Most of us know that jetting off on holiday is bad for the planet. But a few meaningful choices can help us minimise our carbon footprint when we travel. 

That’s where choosing the right travel company comes in. Many tour operators and airlines boast about their eco credentials: using buzzwords such as ‘sustainability,’ ‘carbon neutral’ and ‘green’ to convince us that they care about the environment. 

But it can be difficult to tell the difference between companies taking genuine action and those just trying to make a fast buck.

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What is greenwashing?

Greenwashing is when a company exaggerates how environmentally friendly it is to gain trust and boost sales. 

Read our tips below to help you separate the good from the greenwash, and choose wisely for your next getaway.

Check corporate credentials

It’s a good sign if the travel company is working with or endorsed by a reputable, third-party organisation. Some to look out for are B Corp, the EU Ecolabel or the GSTC. They set global standards and are less likely to be biased. 

B Corp is a respected eco credential awarded to companies that balance purpose with profit to meet high social and environmental standards. Intrepid Travel, Much Better Adventures and Pura Aventura have all made the cut.  Visit Travel by B Corp to find more. 

For example, Pura Aventura offsets 160% of its customers’ carbon emissions - from their front door and back again.

These are the best holiday providers for 2025 - as rated by you. 

Do sustainability claims stand up

Be wary of companies that make absolute claims about their eco credentials. For example, they may describe holidays as ‘sustainable’ (rather than ‘more sustainable’), ‘environmentally friendly’ or ‘eco’. If you spot this wording, look for evidence.

Any company can say that it cares about the environment - but is it using its profits or, even better, a chunk of its income to fund environmental projects?

For instance, Much Better Adventures sets aside 5% of its revenue to support reforestation and rewilding projects. 

Look past green appearances 

The Competition and Markets Authority (CMA) warns us to look beyond images. Don’t let photos of wildlife, lush green forests and sweeping landscapes fool you. 

Look deeper into what that company is actually doing for the environment. Find more tips from the CMA’s Green Claims Code

Check for carbon labels

There’s no denying that air travel is carbon-intensive, but the accommodation you book and the food you eat also have an impact. 

Carbon labelling is similar to the nutritional information on a food packet. But, instead of calories, it estimates how much CO2 is emitted by each holiday – allowing customers to make more planet-friendly choices. Read more about carbon labelling.

A few companies do this currently, including Explore and Which? Recommended Provider, Exodus. Our review of Exodus and other excellent tour providers.

Do they offer slow travel alternatives?

It’s challenging to avoid flying altogether, but some companies suggest low-carbon options where possible. 

For instance, Exodus offers train travel on many of its European trips. It estimates that travelling by rail from London to Naples (one way) produces only 10.2kg of CO2 compared with 254kg if you fly economy. On top of this, it has bumped up its selection of UK tours to offer more sustainable choices closer to home.

Also, look out for itineraries that include 'slow travel' activities such as cycling, hiking and kayaking. They are less damaging than bus and coach travel, and will get you closer to nature. 

Beginner’s guide to walking holidays: everything you need to know.

Are there clear carbon-zero targets?

Read the company’s ‘about us’ sections and sustainability pages (if it has them). Has it mentioned carbon reduction goals or aimed for net zero? 

It’s tricky to filter out greenwash, but if a company measures its carbon footprint, it’s a strong sign that it's at least transparent and committed to reducing its impact.

Both Exodus and Much Better Adventures report their carbon footprint annually.

Does money go into the local economy?

Choose holiday companies that employ local guides as they won’t have been flown in and will know the area better than anyone. 

Similarly, your money is more likely to support the local economy if you shun big, all-inclusive chain hotels. Staying in small guesthouses and eating at local restaurants isn’t just more sustainable - it’s often cheaper and will offer a more authentic experience, too.