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
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 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 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.
We know expectations and best practice will continue to evolve – and so will we.
Agreed by:
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
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
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.
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
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
Ethical data use
We are committed to the following data and privacy principles:
Ethical social media
We are committed to the following:
Ethical digital marketing
We are committed to the following digital marketing principles:
We aim to ensure our digital marketing accurately and honestly reflects our products, 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
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 particularly value working with fellow B Corps and businesses committed to driving meaningful change within their industries
We aim to ensure all partnerships, press activity and collaborations are transparent, authentic and clearly disclosed where appropriate
Ethical PR and partnerships Branded merchandise
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 believe partnerships should create genuine value for audiences, destinations and communities - not simply visibility or reach
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
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
Selling holidays responsibly
What we’ll focus on in 2026/27
Creating a new reusable event stand
Reviewing our print marketing
Improving representation across our image library
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
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.
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
Giving customers greater control
Maintaining responsible customer data
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
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.
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.
