My tour operator is a B Corp. What does that mean? Should I care?

Tanya Dohoney has been working on sustainability initiatives for decades. She is a retired attorney from Texas and now lives in Paris. She has even started the recycling program for her workplace. When it comes to traveling, she also appreciates environmentally friendly and socially responsible companies, which led her to make this choice Travel fearlesslya certified B Corp company, for a tour of Morocco in 2019.

The sheer number of sustainability certifications for the travel and tourism industry is almost overwhelming and certainly confusing. Certified B Corp companies must meet the standards set by B Laboratorya Pennsylvania-based nonprofit founded in 2006 rewards for-profit companies with certifications for social and environmental performance, transparency and accountability. It can take years – and thousands of dollars – to obtain this accreditation. Worldwide, there are only 62 certified B Corps in the travel industry and 76 in the accommodation and hospitality industry.

“When you see the B Corp logo, I know it’s at least semi-vetted,” Ms Dohoney, 64, said. “I do worry about greenwashing, but you have to start somewhere.”

Other travelers, increasingly concerned about the environmental and social impact of their planes, trains, food waste and more, feel the same way, and a growing number of travel operators are undergoing the B Corp certification process and joining multi-million dollar brands such as Patagonia and Athleta. , to differentiate themselves from competitors.

Aurora Expeditionsa small ship tour operator focusing on polar travel, became certified in 2024, joining other travel companies such as the accommodation company From Sawdayand travel organizations Selective Asia And Incidentally. But Aurora Chief Marketing Officer Hayley Peacock-Gower said the company has focused on sustainable travel since its inception.

“We were already doing much of this work, but we have now committed to much more responsibility and entered into a legal agreement on sustainability,” she said, adding that Aurora has also amended the company’s articles of association and formalized internal policies as part of the B Corp process. .

What is the certification process?

Companies are assessed on five criteria – governance, employee rights, community impact, environmental impact and ‘stewardship of their customers’ – and must achieve an assessment score of 80 or higher to pass B Lab’s ‘Impact Assessment’. After approval, a company must pay an amount annual contribution based on gross annual turnover and location. For US-based companies, this ranges from $2,000 for companies with less than $500,000 in gross annual revenue to $50,000 for companies with revenue of $750,000 to $1 billion. (Some organizations, such as women-owned or veteran-owned ones, may also qualify reduced fees.)

“The B Corp certification gives tourists the confidence that they are visiting and using providers that are responsible,” said Jorge Fontanez, CEO of B Lab for the United States and Canada.

With more than 2,909 employees, Intrepid Travel is the largest B Corp in the travel industry and achieved certification in 2018.

“When there’s so much green fatigue and so many certifications, it’s really hard to differentiate what’s best,” said Mikey Sadowski, Intrepid’s vice president of global communications. “We felt like B Corp really had this disproportionate advantage and level of trust.”

To meet B Corp standards, Intrepid, which offers trips in 120 countries on seven continents, is focusing on initiatives such as hiring local guides, sourcing local ingredients and materials, and reducing carbon emissions by planning train routes – rather than using air transport – whenever possible.

The Australia-based company recently completed its B Corp recertification, which includes an annual fee of 51,750 Australian dollars ($33,625) and another 900 Australian dollars ($585) for a filing fee in 2024, Mr Sadowski said. For their original certification in 2018, the company also paid a one-time verification fee of 14,500 Australian dollars ($9,573).

Who is left out?

While this certification can provide insight into a company’s environmental and social initiatives—and perhaps maximize profits by bringing in like-minded travelers—these tours and accommodations are often aimed at customers with deep pockets.

For budget travelers or those with less financial resources, finding affordable travel companies with B Corp certifications can be a challenge.

“The reality is that B Corps generally focus on the luxury side of the market. And the idea of ​​having B Corp hostels, for example, is very rare,” says Nick Pinto, a 31-year-old marketing executive from Colorado who works and travels abroad several months a year.

Mr. Pinto calls himself a “budget-conscious traveler” and has found that B Corp accommodations are too expensive.

“It’s tricky because you want programs like B Corp to be inclusive to create a broader movement,” he said. Mr. Pinto recently spent several weeks in Mexico, but had noticed that there were only two certified B Corp hotels in the province.

A third company, Hotels BFhas now been certified.

What other certifications are there?

Sufficient, together with guidelines, verifications and ‘ecostars’. The latter is a certification awarded by the for-profit organization Eco stars, evaluates the environmental impact of hotels per visitor stay. This certification, which you can receive and apply for free, is a completely digital process that takes an average of two days. Other certifications gauge sustainability efforts for short-term accommodations, tour groups and other subsectors of the travel industry.

To receive certification from the 1% for the planet non-profit organization co-founded by Patagonia founders Yvon Chouinard and Craig Mathews of Blue ribbon flies, As a fly fishing company, member companies must commit to donating 1 percent of their gross proceeds to environmental organizations. Annual dues start at $500.

The Global Council for Sustainable Tourism non-profit organization, which includes government tourism agencies, travel companies, tour operators and NGOs, verifies sustainability certificates.

Organizations also rely on it guidelines and resolutions issued by the United Nations as part of those of the entity sustainable development agenda. The guidelines call for biodiversity and climate action initiatives, as well as energy efficiency and the use of renewable energy in accommodation. For courses and webinars, which are free to register and view, a course fee of 49 euros ($53) will be charged if a user wishes to complete assignments and receive a certificate of completion.

In addition, many tour operators and travel companies have announced efforts to achieve net carbon neutrality, but carbon offsets have proven to rarely capture or reduce actual emissions, or reduce future emissions. The tour operator Run the Alps used to offset flight emissions for travelers coming to its trips, but the company is reevaluating the practice.

“Compensation is not the silver bullet we were hoping for,” said Hillary Gerardi, sustainability director at Run the Alps. “We try to evolve from ‘being good’ to ‘doing good’. This means that in addition to reducing our footprint, we also try to leave a positive impact in our community.”

The tour operator is a member of 1% for the Planet and collaborates with the local research center and citizen science organizer, CREA Mont Blanc.

But even if a travel company is committed to sustainability, B Corp certification can be a big ask for smaller operations.

“We are fully in line with B Corp status, but until this year we were a very small company. The certification and process would have been too burdensome,” said Doug Mayer, the company’s founder.

But with the company’s growth, Mayer is considering making the move.

“I can see it coming for us,” he said.

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