Intrepid Group, the flagship brand of Intrepid Travel—the world’s largest adventure travel company—is officially the world’s largest B-Corp certified travel company.

Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. After a lengthy three-year accreditation process, the certification represents Intrepid’s commitment to use business as a force for good.

Why is this important? The demand for travel to have a positive purpose is growing; according to the global Sustainable Travel Report by Booking.com, the majority of Canadian travellers (87 per cent) stated that they want to travel sustainably. According to the most recent Nielsen Global Survey of Corporate Social Responsibility and Sustainability, 66 per cent of global respondents said they’re willing to pay more for products and services that come from companies that are committed to positive social and environmental impact, up from 55 per cent in 2014.

As the travel industry continues to grow into one of the largest direct and indirect contributors to GDP—with international travel at a record high—it’s increasingly important to move toward socially-conscious travel, with businesses taking onus for sustaining the planet and people.

Since its humble beginnings 30 years ago, Intrepid Group has operated small-group, locally-led and locally-sourced tours with the ethos of “Changing the way people see the world”.

“Ultimately, we take people away from big-chain, unauthentic businesses and over-crowded destinations, instead travelling into the heart of a country to interact with locals, to eat in locally-owned restaurants and experience what makes each country, city and community innately beautiful,” officials said.

“Now, as the world’s largest adventure company, our ethos hasn’t faltered; in fact, as a business, we see a greater need to provide sustainable tourism for our 250,000+ travellers every year. It was one thing to say we were a sustainable tour operator and another to prove it. The certification means more than a stamp of approval; the certification represents Intrepid’s commitment to upholding the highest level of social and environmental standards – over profit. ?

The three-year process assessed and verified Intrepid’s “Purpose Beyond Profit”, including what percentage above the minimum wage the lowest-paid workers receive, how diverse the board and executives are and whether there is a company-wide recycling program.