The Travel Corporation (TTC) is on a mission to make travel synonymous with sustainability. One of the first places the company is starting to make significant strides toward that effort is in Switzerland, where Trafalgar, part of the TTC Tour Brands portfolio, began offering a trip recognized by Switzerland Tourism’s Swisstainable accreditation program as 100% sustainable. TTC Tour Brands CEO Gavin Tollman talked with senior editor Nicole Edenedo about the company’s commitment to sustainability and its goal of reaching net-zero carbon emissions by 2050.

Q: What does it mean for an itinerary to be 100% sustainable? How did Trafalgar achieve that feat?

A: We are the first company anywhere to have a trip that is 100% sustainable. It’s Trafalgar’s Contrasts of Switzerland train trip. What that means is that every single day, every single experience is sustainable. This includes traveling by train; enjoying seasonal, regional produce at local restaurants; immersing oneself in the natural landscapes; and supporting Swiss-based organizations that raise awareness for environmental and social issues.

What’s powerful is that since the Swisstainable stamp has appeared on that itinerary, we’ve seen our sales on that trip increase 70% over 2022. Versus 2019, it’s up 24%. And looking forward into next year, it’s increased 30%.

Q:How did the partnership between TTC Tour Brands and the Swisstainable program come about?

A: Swisstainable began a couple of years ago when Switzerland Tourism had a vision where they wanted to try and get all suppliers to come on a journey with them. They created a way of grading sustainability efforts. As an industry that often doesn’t look very far forward, what Switzerland Tourism is doing is so powerful because it’s not just about what is driving consumers today, it is what’s going to be needed in our future. And for me, that’s the single most powerful imperative.

Q: Are there any other destinations outside of Switzerland where TTC is working toward 100% sustainable itineraries?

A: Switzerland has really become the prototype that everyone is trying to understand. A lot of destinations speak to us about what more they could be doing and how they could be doing it. We’re currently working hand in hand with VisitScotland — another great example of an organization that wants to ensure that they are creating a sustainable travel and tourism industry. We will work with everyone to ensure that we share all of our best practices. Ultimately, sustainability is not about having a competitive advantage. We should all be sharing best practices.

Q: What’s your personal connection to sustainability and how does that filter not only through TTC’s itineraries and travel offerings, but the company’s culture?

A: Far too often, people think that when you run a business, you separate your personal life from your professional life. When it comes to sustainability, they have got to be one and the same. 

When scientists are saying we’re having the warmest month ever in history, making sure we’re environmentally conscious, sustainably conscious, especially about global warming, we’ve got to try and do the right thing. And we have to embed that into travel itself. It can’t just be words. It’s got to be in action. I’m an immensely passionate traveler. I love the voyage of discovery. I love learning from new people, new cultures and understanding their heritage. I live in Switzerland. I have electric cars. I love to get to the mountains, and I only take the train. So by showing that I live those values, it permeates to everyone I work with within our team. 

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