Even in the luxury space, travel should not cost the earth. When it comes to sustainable luxury travel, we’re proud to lead the way.

As the new year approaches, we took the opportunity to talk with Shannon Guihan, TTC’s Chief Sustainability Officer and Head of TreadRight, our not-for-profit foundation. Here she shares how we’ve led the industry this year and takes a look ahead to 2024. Plus we announce a new project set to make a big impact towards our goal of net zero GHG emissions by 2050.

The year that was

Focussed on change though action, we’re constantly adapting our sustainability journey at Luxury Gold and our sister brands at The Travel Corporation. Exactly one year ago, we announced a reset of our Climate Action Plan and, as part of this reset, we accelerated our original climate action commitments.

A major undertaking, we committed to reach net zero GHG emissions across the value chain by 2050. “We were the first in the industry to have all three targets (short-term, long-term and net zero targets) validated by the Science Based Target initiative (SBTi), an organization that ensures our targets are aggressive enough to do our part for the planet,” Shannon explains.

“Another industry first, we established an internal Carbon Fund to invest in our net zero transition,” she continues. Luxury Gold contributes a dedicated amount annually to the Carbon Fund, alongside its sister brands within The Travel Corporation portfolio, this is then allocated to projects that will reduce our emissions in line with our Climate Action Plan. “Currently, we’re investing in 100% renewable electricity across our USA offices, solar power for our Australian offices and biofuels across our European coach fleet.”

Read ore about sustainable luxury travel: Slow and sustainable: The expectations of the luxury traveler in 2023 and beyond

Sustainable luxury travel in 2024

“Moving ahead, you’re going to see us really dive deep into our travel experiences to ingrain sustainability even further,” Shannon tells us. “Our itineraries already incorporate all of the work done to date into the guest experience. Many adaptations guests won’t notice, and that’s our aim – a seamless integration of greater sustainability performance, but guests can trust that as we are always evolving our approach.

“This is in addition to the gradual reduction of the carbon footprint through investment in our own infrastructure and assets and technology, all while  not passing that cost on to our guests, which is really important.”

MAKE TRAVEL MATTER®

“Our MAKE TRAVEL MATTER® Experiences are a really wonderful way to identify pre-vetted experiences, ones that we know really benefit a community through either environmental or social justice,” says Shannon. “These are really interesting because they are immersive impact experiences that really get you into what makes a place tick, and quite often how that place is navigating with care the challenges the world faces today’. Ensuring you leave a positive impact in the places we visit, we are continuing to build these experiences and for 2024 we aim to have at least one MAKE TRAVEL MATTER® Experience on every Luxury Gold journey.

Bookmark for later: 4 incredible MAKE TRAVEL MATTER® Experiences you can enjoy with Luxury Gold

Investment in carbon reduction

“Investments into carbon reductions is going to be the big trend across the board in 2024, there are more and more technological solutions coming online and investments are needed so that these solutions scale,” Shannon says.

According to the World Economic Forum, ‘new technologies are key to achieving arguably one of the greatest challenges for humankind, the transition to net zero.’

“Some ways we have invested to date include ensuring that at our offices we are nearly at capacity in our ability to produce renewable energy. Looking ahead to next year we are heavily focused on our Scope 3 emissions, these are those produced by our partners and suppliers.

“There are several ways we can reduce our scope 3 footprint, such as by favoring electric and or biofuels, and by changing our routes such that we are on the road a little bit less and staying in places a little bit more. We can also greatly reduce these emissions by saying ‘no to more stuff’.”

You may also enjoy reading: How your travels with Luxury Gold help conserve nature for future generations

Say “no to more stuff”

We’ve recently discovered that the branded merchandise we give away at TTC produces 2,500 tones of carbon emissions every year. So, from today (7 December) we will launching a new project, saying ‘no to more stuff.’ Luxury Gold’s Sustainability Officer Gemma Myhill tells us more.

“Focusing on the non-essential carbon emissions that we emit as a business; we identified that 2500 tones of emissions go into the branded merchandise that we give away every year. This is the equivalent to 6.5 million car driven miles worth of carbon emissions that could be completely removed from our ecosystem.

“Instead, we can donate the money we would’ve used for merchandise designed to give away into projects that focus on nature-based carbon solutions to climate change. So, we asked ourselves, do we actually need more stuff?  And the answer is no.”

The projects

Credit: @greenwaveorg on Instagram

“The nature-based solution projects we have chosen to support are Project GreenWave’s Kelp Climate Fund and Rainforest Rescue’s Daintree Project,” Gemma tells us. “There are two existing partners of our not-for-profit foundation, TreadRight. The fact that we already have strong relationships in place to leverage is a testament to how much sustainability is engrained in our core.”

GreenWave trains and supports ocean farmers in the era of climate change. Donations will be made to their Kelp Climate Fund which enables Kelp farmers to play a climate-positive role with their ocean farms, including carbon and nitrogen removal and habitat restoration. Each donation will fund the planting of 40lbs of kelp, which will help capture carbon and restore marine ecosystems.

To learn more about sustainable luxury travel, our sustainability strategy and journey to Net Zero, read our Climate Action Plan.

 The Travel Corporation (TTC) launched its 5-year How We Tread Right sustainability strategy in September 2020 and has made some incredible progress in achieving its goals. We’re sharing all our progress in our 2022 Impact Report, including all the actions we’ve completed against our 11 goals in the past year. One of our major goals was to include at least one MAKE TRAVEL MATTER® Experience on 50% of TTC itineraries by 2025. We’re proud to say we’ve already surpassed that goal with MAKE TRAVEL MATTER® Experiences now on 62% of TTC itineraries, and a total of 571 experiences across all TTC brands, including Luxury Gold. 

Our MAKE TRAVEL MATTER® Experiences are important to us as they have been carefully chosen to leave a positive impact on the places and people we visit. They’re developed exclusively for TTC brands, are endorsed by industry experts, and support communities, environments and wildlife all over the world. 

We’re celebrating some of our MAKE TRAVEL MATTER® Experiences that help you connect with the natural world. From helping save the Iberian Lynx in Portugal and the Kiwi bird in New Zealand to meeting the Cree Warrior Women in the Canadian Rockies and a wildlife ranger at the Giant’s Causeway in Northern Ireland, here’s how you can connect with nature through our exclusive experiences. 

Read more: 2022 Impact Report

Meet the Cree Warrior Women in the Canadian Rockies

There are few better places to connect with nature than the Canadian Rockies, and you’ll get to the heart of this extraordinary region with this MAKE TRAVEL MATTER® Experience. We’ll meet the First Nations Cree Warrior Women from the Sturgeon Lake Cree Nation. As we sit down to enjoy a fireside barbecue, you’ll have views of the stunning Pyramid Mountain on the shores of Trefoil Lake in Jasper. You’ll have the opportunity to talk with the women, including matriarchs Matricia and Mackenzie Brown. You’ll learn more about their Indigenous culture, spirituality and their passion and connection to their land and home. We’ll also enjoy music, drumming and storytelling, and learn some Cree songs and phrases to take home as a memento of this special experience. 

Discover it on: Majesty of the Rockies

Read more: Uncovering Indigenous history with Canada’s Warrior Women

Protect the Iberian Lynx in Portugal

Journey to beautiful southern Portugal to connect with nature and the Iberian Lynx on this unique MAKE TRAVEL MATTER® Experience. The Iberian Lynx is the world’s most endangered feline and the species was quickly disappearing due to hunting. In 2015, the region established conservation programs to protect and re-introduce this beautiful cat in its natural habitat, the Vale do Guadiana Nature Park. 

We’ll visit the gorgeous hilltop town of Serpa with its cobbled streets, red-sloped roofs, white facades and shady olive trees. Here we’ll meet with Local Experts to learn about the conservation programs in the nearby nature park. You’ll discover how the Iberian Lynx population has steadily increased to a total of 400, yet more needs to be done. Visits like ours will help continue the preservation of this beautiful cat and its stunning natural habitat.

Discover it on: Spain & Portugal in Style

Read more: 4 incredible MAKE TRAVEL MATTER® Experiences you can enjoy with Luxury Gold

Marvel at the waterfalls of Plitvice, Croatia

With its cascading waterfalls, emerald lakes and primaeval forests, Plitvice Lakes National Park ranks among nature’s most enchanting wonders. The park centers around a system of 16 lakes flowing into the next, ending with the spectacular Sastavci Waterfalls. Over millennia, the water has created limestone and chalk travertine barriers and natural dams, forming this dreamy series of cascades.

While it’s magical to simply gaze over the landscapes, we really connect with Plitvice on this MAKE TRAVEL MATTER® Experience. We’ll meet a Local Expert and wander along the wooden footbridges while learning about the diverse plants and animals of the park. You’ll gain insights into the park’s critical research and conservation programs for its Indigenous species. You’ll also hear about the challenges the region faces including overdevelopment and the ensuing deterioration of water quality. 

Discover it on: Croatia & The Dalmatian Coast

Read more: Reconnect with the great outdoors at these luxurious back-to-nature retreats

Help save the Kiwi in New Zealand

While the Kiwi bird is the iconic national emblem of New Zealand, it’s also an endangered species, with only around 70,000 left in the wild. The little Kiwi’s numbers are dwindling due to habitat loss and predators such as dogs and cats. We’ll get to know more about this special bird on this MAKE TRAVEL MATTER® Experience. We’ll connect with nature as we wander through the magnificent Californian Coastal Redwoods of Whakarewarewa Forest in Rotorua and visit the National Kiwi Hatchery. 

The hatchery is New Zealand’s leading institution for Kiwi conservation. You’ll meet the experts to learn more about their dedicated egg incubation systems, hatching techniques and chick rearing. You’ll even get to see some adorable, newly hatched Kiwi chicks. As we stroll through the towering redwoods, you can also spot other wildlife such as geckos and bellbirds. 

Discover it on: The Long White Cloud

Read more: 5 Once-in-a-Lifetime Experiences to Have in New Zealand

Join a local ranger at the Giant’s Causeway, Northern Ireland

Get to know one of the world’s most ancient natural landscapes at the Giant’s Causeway, a UNESCO World Heritage Site. This spectacular natural phenomenon features around 40,000 hexagonal stones rising out of the Atlantic Ocean, remnants of a volcanic age about 60 million years ago. This nature reserve is also steeped in ancient lore. Legend says it was formed by an Irish giant, Finn McCool, who created a path of stepping-stones for a battle with a Scottish giant. 

Today, the Giant’s Causeway battles the challenges posed by overtourism, the pandemic, and climate change. However, a significant conservation plan is underway to protect this fascinating site. As part of the MAKE TRAVEL MATTER® Experience, you’ll join a local wildlife ranger to learn about the Causeway’s ancient history, formation, and folklore. You’ll also learn about the region’s unique plants and wildlife and conservation efforts, with each visit contributing to the preservation of the site for future generations.

Discover it on: Ultimate Ireland

Read more: Hives and honey: Meet Ashford Castle beekeeper, Steve Watson Oughterard

Explore a bird paradise in, Iguazu, Brazil

@parquedasaves

If you love to connect with nature, you’ll be amazed when you step into this avian oasis at Parque das Aves. This MAKE TRAVEL MATTER® Experience takes you to the world’s only institution dedicated to conserving Atlantic Rainforest bird species. As you wander through the stunning forest, you’ll spot colorful toucans, parrots, flamingos and hummingbirds. You might even see eagles, hawks, herons and owls. 

Loss of habitat is the greatest threat to the birds, with less than 10% of the original rainforest remaining. The sanctuary not only provides shelter and protection for these animals, but it also rescues many birds from mistreatment. They also run breeding programs to help rebuild population numbers. While this extraordinary sanctuary focuses on birds, you’ll also spot reptiles and butterflies from across South America. 

Discover it on: Classic South America

Read more: How your travels with Luxury Gold help conserve nature for future generations

In a fast-paced world, where mass production and automation dominate, you can still find regions and communities where handmade arts and ancient techniques continue to thrive. These artisanal skills are much more than jobs and beautiful art forms; They are vital to the preservation of diverse cultures and a testament to human ingenuity. They’re also a bridge between generations, as these skills have been passed down for centuries. From potters in Jaipur and sake brewmasters in Japan to handweaving in Perugia and salt mining in Peru, we look at some of the most remarkable artisanal jobs and how you can watch the masters at work. 

Quechuan weaving in Cusco, Peru

Quechuan weaving is a centuries-old tradition and one of the oldest artisanal jobs in Peru. Weavers use natural dyes and ancient techniques to create vibrant textiles depicting the cultural heritage of the Andean people. In Cusco, you can visit the Center for Traditional Textiles of Cusco which helps preserve the Quechuan weaving traditions. 

When you travel to Cusco with Luxury Gold, you’ll meet Nilda Callañaupa Alvarez, a Quechua scholar, and director of the Center for Traditional Textiles of Cusco. You’ll learn about her mission to preserve traditional weaving techniques and help support these artisans and skills passed down through generations. As part of this MAKE TRAVEL MATTER® Experience, you’ll not only celebrate the cultural heritage of the region but also contribute to the economic empowerment of the local communities.

Experience it: Grand South America

Read more: Keeping the Old Ways Alive: Center for Traditional Textiles of Cusco

The Geisha art form in Kyoto, Japan

Geishas are highly skilled entertainers who undergo years of rigorous training in traditional Japanese arts, including dance, music, and conversation. Steeped in tradition and mystery, geishas are living embodiments of Japan’s cultural legacy, serving as guardians of its traditions and artistry. As geisha traditions are dwindling across Japan, it’s vital to recognise the important contribution of geishas to Japanese culture. 

When you visit Kyoto with Luxury Gold, you’ll witness a skilful dance performance by a Maiko, an apprentice Geisha, all while savouring a lunch of traditional Kyo-Kaiseki cuisine. 

Experience it: Majestic Japan

Read more: The timeless elegance of Japan: admire geisha in Kyoto

Glassblowing in Murano, Venice

This small island near Venice has been renowned for its glassblowing craftsmanship for centuries. The artisans of Murano possess an exceptional mastery of glass manipulation, shaping molten glass into intricate forms. From delicate chandeliers to exquisite vases, their creations are timeless works of art. However, the art of glassblowing faces challenges due to the influx of cheaper, mass-produced alternatives. Preserving these artisanal jobs and skills is crucial, not only for the local artisans but also for the preservation of the unique cultural identity of Murano. 

When you visit Venice with Luxury Gold, you’ll witness the ancient skill of glassblowing at a long-standing arts center. On this MAKE TRAVEL MATTER® Experience, you’ll see the masters create singular works of beautiful art and help support the workshop and the survival of this craft.

Experience it: Ultimate Italy

Read more: Dine, Sleep, Do: How to spend a blissful 24 hours in Venice

Block printing and blue pottery in Jaipur, India

Delve into the side lanes of old Jaipur, and you’ll discover the highly skilled local artisans who are passionate about passing on their ancient crafts. Two of the most important crafts are the intricate arts of block printing and blue pottery. 

Block printing involves carving intricate designs onto wooden blocks, which are then dipped in natural dyes and stamped onto the fabric. It requires meticulous precision and an intimate understanding of the materials to achieve the desired patterns. Blue pottery utilizes a unique technique that originated in Persia and found its way to Jaipur. Skilled potters handcraft each delicate piece, creating stunning blue and white designs. 

When you travel to Jaipur with Luxury Gold, you’ll visit a workshop to learn more about these crafts and the rich cultural heritage of the region, while supporting local artisanal jobs and communities. 

Experience it: Essence of India

Read more: Meet the female riders of Jaipur’s Pink City Rickshaw Company

Flamenco performers in Seville, Spain

The soul-stirring rhythms and movements of flamenco are deeply ingrained in the cultural fabric of Spain. Skilled flamenco artists, known as bailaores and bailaoras, captivate audiences with their passionate dance, music, and singing. Flamenco was named an “Intangible Cultural Heritage” by UNESCO in 2010, however, this Spanish tradition is seriously endangered. With fewer skilled flamenco performers and the Covid pandemic forcing many out of business, it’s more important than ever to preserve this powerful cultural art form. 

You’ll discover flamenco with Luxury Gold when we visit the Cristina Heeren Foundation in Seville, which promotes the teaching and conservation of flamenco. As part of this MAKE TRAVEL MATTER® Experience, you’ll meet the students, learn some flamenco steps, and feel the passion as they perform a flamenco show.

Experience it: Spain & Portugal in Style

Read more: Why Spain Sets the Gold Standard for Art Museums

Traditional handweavers in Perugia, Italy

The central Italian region of Umbria is famous for its medieval weaving tradition, yet there are very few artists who possess these ancient skills. You’ll find the last remaining weavers at the Laboratorio Giuditta Brozzetti in the historic city of Perugia, a sanctuary for handweaving. Here the skilled weavers craft stunning tapestries and fabrics using traditional techniques passed down through generations. 

When you travel to Perugia with Luxury Gold, you’ll meet the founder and fourth-generation weaver, Marta to learn about the medieval art of handweaving and admire their woven masterpieces. This On this MAKE TRAVEL MATTER® Experience helps support Marta to pass on her craft to future generations and safeguard a legacy stretching back centuries.

Experience it: Ultimate Italy

Read more: The Luxury Gold guide to discovering statement art pieces on your travels

Rice paper making in Vietnam

This ancient craft of rice paper making been passed down for generations in Vietnam. Skilled artisans use delicate processes to create versatile rice paper sheets. While they’re commonly used in decorative crafts, such as lotus flowers and intricate lanterns, rice paper sheets can also be used as a canvas for traditional paintings, handwritten calligraphy, and sacred texts. Traditional rice paper making faces challenges with competition from mass-produced versions. However, there are a group of artisans who work diligently to pass their knowledge and craft on to future generations.

With Luxury Gold, you’ll meet one of these artisans at his family home in the Mekong Delta. Mr Sau Tuong was a former soldier who now works with his wife to make rice paper using traditional techniques. You’ll hear stories of how he spent four years fighting the Khmer Rouge, and now seeks out a quieter life preserving his cultural heritage.

Experience it: Inspiring Indochina

Read more: Travel Experiences that can change the world

Ancient salt mining in Maras, Peru

High in the Peruvian Andes lies the breathtaking Salt Mines of Maras, where salt is harvested using centuries-old techniques. The farmers channel mineral-rich spring water into terraced pools. This allows the sun to evaporate the water, leaving behind dazzling salt crystals. This evaporation technique has been used since Incan times. It’s been passed down by generations of local families, who still harvest salt and sell it to local markets. This method not only produces unique salts but also sustains the local community and preserves these artisanal jobs.

With Luxury Gold, you’ll visit the UNESCO-listed Salt Mines of Maras and meet a local salt miner. They’ll share the ancient salt mining techniques passed down through generations, and how it sustains the environment of the region. 

Experience it: Treasures of the Incas

Read more: Discovering Fascinating Indigenous Cultures on Your Luxury Gold Journey