Explore's Ethical Marketing Guidelines 2026

EXPLORE’S

Ethical Marketing GUIDELINES

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Introduction to our approach

Ethical event marketing

What’s important to us

Ethical print marketing

Ethical photography Ethical data use and videography and social media

Ethical digital marketing

Selling holidays responsibly

PR, partnerships and merchandise

Our focus areas for 2026/27

Please let us know if you see anything that doesn’t look right – on our website, in our brochure or indeed on a trip.

Get in touch at marketing@explore.co.uk

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Explore’s Ethical Marketing Guidelines | Contents

Introduction At Explore, we want to have a positive impact on people and the planet – and that includes the way we market our trips.

We believe ethical marketing isn’t a box to tick or a statement to publish; it’s an ongoing responsibility that shapes how we communicate, represent the world, and make decisions every day. From the imagery we use and the stories we tell, to the

We know expectations and best practice will continue to evolve – and so will we.

partners we work with and the data we collect, we want our marketing to reflect our values: honesty, inclusivity, respect and transparency.

These guidelines set out the standards we hold ourselves accountable to across every channel and campaign. They’re designed to help us make better decisions, ask tougher questions, and continue improving as both a brand and a business.

We know expectations and best practice will

Ownership & delivery These guidelines are delivered by our Marketing team, with responsibility shared across the business. Ethical marketing is supported by our wider company policies, including our Climate Action Plan and Ethical Purchasing Policy. We review these guidelines regularly to ensure they remain relevant, practical and aligned with legislation, industry best practice and our company values.

continue to evolve – and so will we. We won’t always get everything right first time, but we’re committed to listening, learning and being better than yesterday.

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Explore’s Ethical Marketing Guidelines | Introduction

Agreed by: Jae Hopkins and the Explore Worldwide GMT on 21 May 2026. Next review date: May 2027.

What’s important to us Looking after the planet for future generations We recognise the role travel plays in the climate crisis and the responsibility we have to reduce our impact.

We aim to minimise waste across our marketing activity by reducing, reusing and choosing more sustainable materials and processes wherever possible.

We continuously review the environmental impact across all of our marketing activity, and look for ways to improve.

Openness and transparency We know we won’t always get everything right first time, but we are committed to listening, learning and improving.

We will be open about our progress, challenges and areas where we still have work to do.

As technology evolves, we will continue reviewing how we use new tools responsibly — including artificial intelligence (AI).

Where AI-generated content or imagery is used in our marketing, we will ensure it is carefully reviewed and fact-checked by our teams.

Diversity, equality, inclusion and representation We strive for marketing that reflects the breadth and diversity of the world around us.

We aim to represent people, places and cultures respectfully, accurately and inclusively across our content and imagery.

We believe diversity should be celebrated, both within our business and in the experiences we share.

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Explore’s Ethical Marketing Guidelines | What’s important to us

Fairness and credibility We believe customers should have clear, honest information to help them make informed decisions.

We will only make environmental or sustainability claims that can be supported by credible evidence, reliable data or recognised scientific methodology, and we'll share our sources for transparency.

We are committed to avoiding greenwashing and following relevant guidance, including the CMA Green Claims Code and equivalent regulations in other territories.

We’ll be fastidious about protecting customers’ data and handling it responsibly, in line with our data policy.

We seek out partners and suppliers who share similar values around ethics, sustainability and responsible business practices.

Authenticity Across every channel and campaign, we aim to describe our trips honestly and accurately, ensuring we compliy with ASA guidance, the CMA Green Claims Code and equivalent standards in other territories.

We avoid misleading imagery, exaggerated claims or unrealistic portrayals of destinations and experiences.

We respect the privacy, dignity and wellbeing of the people and communities featured in our marketing.

While committed to inclusivity, we recognise that not every trip is suitable for every person. We aim to be open and honest about the nature of our trips and the level of fitness, experience or support required, including through features such as our ‘Is this the tour for you?’ guidance.

Ethical event marketing We are committed to the following event marketing principles: We work with suppliers who share our values toward people and the planet, and try to use smaller businesses rather than big international companies.

We challenge issues with venues and organisers where we see them and believe that asking questions and keeping the conversation open can help move the dial little by little.

We are committed to using repurposed, recycled and reusable materials wherever possible for our exhibition stands.

We create stands for long-term use, not single-use.

In-person events are important, but we carefully consider what we do in-person vs digitally. We know that digital events are the lower carbon option. The majority of our customer events are now remote.

We promote our products, pricing and promotions truthfully and accurately at events.

When we collect data as part of an event, we are GDPR-compliant and are committed to permission-based marketing and data privacy.

We don’t give away single-use merchandise at events. Anything we do give away has a longterm purpose and is ethically-sourced. We actively look for more sustainable options each year.

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Explore’s Ethical Marketing Guidelines | Ethical event marketing

Case Study: Event stands, 2023–2026 When creating our event stand for Destinations 2023, we partnered with Sidney Fox – a supplier that shares our values around thoughtful, lower-impact stand design and build.

We created a modular stand designed for long-term use across multiple events and layouts. Rather than a single-use stand, we invested in a reusable structure that was used at Destinations Travel Shows for four years, from January 2023 through to February 2026. Elements of this were also used for two years at the Holiday World Show Dublin.

Many of the materials used within the stand were repurposed, recycled or reused – from TV screens saved from being scrapped by a school and recycled pallet feature walls, to reused carpet tiles, existing lightboxes and sofa fabric made from recycled plastic bottles.

By 2026, parts of the stand were beginning to lose structural integrity.

Rather than disposing of it, we repurposed sections of the original build to create a smaller stand for the Family Traveller Show – extending the lifespan of the materials and reducing waste.

Ethical print marketing We are committed to the following print marketing principles: Wherever possible, we use digital communication instead of print, while recognising that print still has an important role to play for some audiences and channels.

We continuously review how much we print, exploring lower-impact formats, smarter distribution and ways to reduce unnecessary waste. In 2025, we tested a range of different print formats - from a full brochure to a 40-page magazine and a smaller 24-page booklet - to better understand how customers engage with printed marketing. Those learnings will help shape the next evolution of our print strategy.

We aim to minimise waste by carefully forecasting print volumes and recalculating requirements regularly - we’d rather run out than be left with significant unused stock.

We only work with suppliers that share our values around sustainable print production and regularly review the partners we work with.

We aim to use the most sustainable print materials and processes available to us and partner with suppliers at the forefront of responsible printing practices.

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05. Explore’s Explore’s Ethical EthicalMarketing Marketing Guidelines Guidelines | Ethical | Ethical event print marketing marketing

Case Study: A new print partner In October 2025, we began working with Seacourt - a B Corp-certified printer recognised for its pioneering approach to sustainable print production.

Using waterless LED-drying technology powered by 100% renewable energy, Seacourt operates with no volatile organic compounds, zero waste to landfill and a net carbon-neutral factory. The company is also collaborating with Oxford University to explore more restorative and regenerative approaches to print supply chains.

We believe Seacourt is setting a new benchmark for sustainability within the print industry, and we’re proud to partner with them.

Ethical photography and video marketing We are committed to the following photography and video principles: We strive for photography and videography that reflects the breadth and diversity of the world around us, and we continuously work to improve representation across our content and image library. We know we still have work to do in this area and remain committed to learning and improving over time.

We will only use imagery that represents local communities, Indigenous peoples, cultures and destinations respectfully and authentically.

We will not use or store imagery that depicts the mistreatment of animals or nature or that does not align with our wildlife policy.

We avoid overly filtered, misleading or heavily altered imagery that creates unrealistic portrayals of our trips or destinations.

Where AI-generated or AI-enhanced imagery is used, we will ensure it is used responsibly, reviewed carefully for accuracy and authenticity, and governed by a newly established internal AI policy, including guidance around transparency and disclosure.

We respect privacy, consent and ownership rights. We hold signed GDPR consent forms for all photography featuring our customers and ensure imagery is clearly tagged with origin, usage rights and any required copyright credits.

We regularly review and evolve our image library to ensure it continues to reflect these principles.

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Explore’s Ethical Marketing Guidelines | Ethical photography and video marketing

Ethical data use We are committed to the following data and privacy principles: When we collect personal data, we will be clear about why we’re collecting it and how it will be used and stored.

We want customers to feel in control of their data and communication preferences, including which communications they receive from us and through which channels.

We regularly review and cleanse our data so that we only retain and use information where there is a clear and appropriate reason to do so, in line with our data retention policies.

Confidentiality and privacy are paramount when conducting research and gathering customer feedback.

We will always obtain informed consent from anyone involved in research, testimonials, advocacy or marketing campaigns, and anonymity will always be respected where requested.

Our customer data is housed within secure systems and handled responsibly in accordance with our privacy policy.

We only process non-essential cookie data where website visitors have given the appropriate consent for us to do so, and we regularly review and update our cookie policy to reflect changes across our websites.

Our privacy and cookie policies are publicly available on our website and are regularly reviewed and updated.

Ethical social media We are committed to the following: While content shared on social media may be publicly visible, we will not use customers’ words, images or videos without permission from the creator and, where appropriate, any featured individuals.

We will be transparent about commercial relationships on social media, clearly identifying partnerships, sponsored content, gifted experiences, influencer collaborations and giveaway promotions where required.

We will share authentic experiences that reflect the reality of our trips and destinations, prioritising real photography, genuine traveller stories and honest customer feedback over staged or idealised portrayals.

We will take additional care when handling content that may be considered sensitive, personal or potentially triggering, including topics relating to mental health, religion, culture or personal experiences.

We aim to engage respectfully and responsibly across all social platforms, recognising the importance of privacy, context and consent in online spaces.

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Explore’s Ethical Marketing Guidelines | Ethical data use and Ethical social media

Ethical digital marketing We are committed to the following digital marketing principles: We aim to ensure our digital marketing

Case Study:

accurately and honestly reflects our products,

Promoting rail across Paid Search

pricing and purpose across our websites and external platforms.

We regularly review and fact-check our digital content, including ad copy, calls to action and promotional messaging.

We are committed to responsible and ethical Paid Social and SEM practice, focusing on authentic partnerships, high-quality content and long-term relevance rather than manipulative tactics.

We continue to explore how we can better understand and reduce the environmental impact of our digital marketing activity, including digital advertising and media delivery.

As digital technologies evolve, we will continue reviewing how new tools - including AI - are used responsibly, transparently and accurately within our marketing activity.

As part of our commitment to building authentic, purpose-led partnerships, we introduced account-wide sitelinks across our Google Ads account to promote our partnership with International Rail and highlight the joys and benefits of travelling by train.

International Rail, like Explore, is a Hampshire-based business, with more than 20 years’ experience booking rail travel across the world. They are true rail experts, with over 66,000 European routes available in their system alone.

Since being enabled in October 2025, our ‘Explore by Rail’ sitelinks have delivered 1.6 million impressions and driven over 57,000 clicks globally to our Explore by Rail landing page.

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Explore’s Ethical Marketing Guidelines | Ethical digital marketing

Ethical PR and partnerships We are committed to the following PR and partnership principles: We seek out partnerships and collaborations with organisations, creators and brands that align with our values around responsible business, sustainability and positive impact.

We will only work with partners, influencers and ambassadors whose content and conduct reflect the standards and values we expect from our own brand.

We particularly value working with fellow B Corps and businesses committed to driving meaningful change within their industries.

We believe partnerships should create genuine value for audiences, destinations and communities - not simply visibility or reach.

We aim to ensure all partnerships, press activity and collaborations are transparent, authentic and clearly disclosed where appropriate.

Branded merchandise We are committed to the following merchandise principles: We avoid unnecessary single-use merchandise and focus on items that are designed to be useful, durable and reusable.

Wherever possible, we aim to source merchandise responsibly and prioritise suppliers and materials with strong sustainability credentials.

We aim to make thoughtful and considered decisions before producing branded items, recognising that the most sustainable product is often the one that doesn’t need to be created.

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We continue to explore ways to reduce waste and avoid overproduction, including more intentional distribution methods such as opt-in merchandise.

As we develop more on-tour branding for customers and tour leaders, we are also exploring ways these initiatives can create positive impact - including opportunities to support the Explore Foundation through merchandise-related fundraising or donations.

Explore’s Ethical Marketing Guidelines | Ethical PR and partnerships and Ethical merchandise

Selling holidays responsibly Our websites, emails, printed materials, social channels and events should always reflect our trips honestly and accurately.

We aim to give customers clear, balanced information to help them decide whether a trip is right for them, including the pace, physical requirements and overall travel style.

We believe travel should be sold responsibly and transparently. While passionate advocates for our trips, our teams should never use misleading, pressurising or coercive sales tactics.

We expect colleagues representing Explore at events, trade shows and industry activities to act with honesty, professionalism and respect, in a way that reflects our values as a business.

We know expectations and best practice will continue to evolve, and we remain committed to listening, learning and improving over time.

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Explore’s Ethical Marketing Guidelines | Selling holidays responsibly

What we’ll focus on in 2026/27

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Creating a new reusable event stand

We’ll create a new modular UK event stand designed around the same lowerimpact principles - including reuse, adaptability and longevity.

Our 2026/27 target: Deliver a stand intended for use across multiple events over a minimum three-year lifespan.

Reviewing our print marketing

We’ll continue reviewing the role and format of printed materials, exploring ways to reduce waste while still creating high-quality communications.

Our 2026/27 target: Reduce the overall pagination and print volume of our core printed marketing materials compared with 2025.

Improving representation across our image library

We’ll expand the diversity and authenticity of our photography and video library, making greater use of real customer and staff content captured on Explore trips around the world.

Our 2026/27 target: Ensure all training trip imagery is uploaded to Asset Bank within six weeks of return.

Developing a responsible AI policy

As AI tools become more widely used across marketing, we want to ensure they are used thoughtfully, transparently and responsibly across our business.

Our 2026/27 target: Create a cross-channel AI usage policy for Explore marketing activity.

Giving customers greater control

We believe customers should be in control of their relationship with Explore.

We'll continue improving how we communicate about data, privacy and marketing preferences, making it easier for customers to manage their choices.

Our 2026/27 target: Launch a new customer preference centre to improve transparency and customer control over marketing communications.

Maintaining responsible customer data

We want to ensure the data we hold remains accurate, relevant and useful, while giving customers confidence that their information is being managed responsibly.

Our 2026/27 target: Complete a review and cleanse of marketing data by March 2027 in line with our data retention policy.

Explore’s Ethical Marketing Guidelines | What we’ll focus on in 2026/27