‘Becoming B Corp Certified will be a minimum standard in travel’

“Speaking to agents, and considering research we’ve done, I believe most people don’t come through agents’ doors asking for sustainable, responsible holidays,” Savage tells TTG. “Together we sell to [agents’] customers experiential holidays where they can be connected to local people.

“You need to sell the holiday as an experience, not on hardcore sustainability. We want agents to know we are doing what we can to work with great partners who care about what they can do for the environment and the community.

“That’s our job. Theirs is to pull it together and create a fantastic holiday for their customers.”

Savage says NITGBs started as a platform for agents keen to book experiences for customers, with the original focus on day trips having now grown more into longer multi-day itineraries and mini breaks.

Agents are able to “pull together modules to create a holiday for customers to experience and connect with local activities and people, so they feel like they’re somewhere, and can get under the skin of the place”, she adds.

A self-confessed later entrant into the travel industry, Savage says the premise of the business came from taking her three sons on holiday, and rather than keeping them “protected” by sitting at a hotel, trying to ensure they experienced the local area and its food and people.

But experiential trips are a growth area in travel, according to Savage. “Customers are looking for mind-expanding experiences, whether it’s wellness, learning new skills or simply doing things they don’t at home.”

NITGBs has turned over £5 million in four years of trading and has more than 200 travel agent investors following two rounds of crowdfunding. Its advisory board, meanwhile, includes Iglu chief Richard Downs and Attraction World founder – now NITGBs chair – Tony Seaman.

More than four-fifths of sales come from agents, Savage reveals, adding the operator is “committed to price parity” and has an eight-strong trade team directly involved with agent queries, training sessions and management meetings.