Our Approach to Ethical Marketing

Our words must be rooted in action. If we say it, we must be able to support it.

We want travellers to have clear, honest information about our trips and the actions we are taking to manage their environmental and social impacts.

That means being specific about what we do, transparent about what we know, and careful not to make claims that go beyond the evidence.

Honest, Clear Claims

We aim to ensure that our trip descriptions, imagery and marketing accurately reflect what travellers can reasonably expect.

When we talk about environmental or social initiatives, we explain the action behind the claim rather than relying on broad terms such as green, eco-friendly or sustainable.

When we talk about future goals or commitments, we make clear that they are goals and only communicate them where there is a credible plan behind them.

Where we make environmental comparisons, we explain what is being compared and ensure there is evidence to support it.

Respectful stories and images

The people and places we visit are not marketing props.

We seek appropriate consent for identifiable images and personal stories and aim to represent local guides, communities, cultures and partners with dignity and respect.

We represent destinations and communities with dignity, accuracy and appropriate cultural context.

Authentic photography from our trips and destinations remains our standard.

Inclusive & Respectful Communication

We aim to communicate in ways that are inclusive, respectful and honest.

We use inclusive language and aim for diverse representation across our communications.

We avoid stereotypes based on gender, age, ethnicity, culture, disability or other personal characteristics.

We respect privacy and applicable data protection and direct-marketing requirements.

We do not use false urgency, manufactured scarcity or other misleading or manipulative marketing practices.

Evidence matters

Our environmental and social claims are supported by appropriate evidence, which may include operational and supplier data, carbon calculations, traveller surveys, project and partner reporting, policies, certifications or independent standards.

The strength of the claim should reflect the strength of the evidence behind it. Where we can't adequately support a claim, we change it or don't make it.

Where we make environmental comparisons, we explain what is being compared and ensure there is evidence to support it.

When we talk about future environmental goals or commitments, we make clear that they are goals and only communicate them where there is a credible plan behind them.

Want to know more?

Questions about our marketing practices? Contact our Marketing Director via our Sydney office.