About us

Driven by our passion for travel and a deep appreciation of the benefits it can bring to people and places around the world, we support travel companies on their journey to net-zero. Helping them develop robust strategies to reduce carbon and waste whilst controlling consumption and costs.

Meet the team

Our team combines decades of leadership experience across tourism’s value chain, with the know-how of professional advisory.

Patrick Richards
Patrick Richards

Founder Director

Patrick’s 35-year career spans leadership and transformational roles across the travel sector. This includes a 20-year stint on the executive committee of GTA, the pioneer in the hotel bedbank and groups segments, sold to Cendant for $1.1 billion in 2005. Post ’05, the company owners included Blackstone’s Travelport and Kuoni. As a core member of the management team, Richards drove change and revived growth. Joining Cox and Kings in 2013, as Chief Commercial Officer, he modernised the commercial face and globalised the group, additionally being appointed President of the business’ arm in the Americas and Ezeego1 Board Director (the on-line sister brand).


Between 2007-2014, Richards chaired the European Tourism Association (ETOA). Remaining as a director (from 2015 to 2021); he took on board-level responsibility for the association’s drive on positive climate action. It quickly became apparent to him that a real gap existed between travel & tourism’s sustainability rhetoric and real adoption across the commercial sector. This led to the creation of TerraVerde. Today, additional board roles are held in trade association the Nordic Tourism Collective, and an innovative tourism e-learning start-up LVG Learning.


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Chris Fraser - Founder Director - TerraVerde Sustainability
Chris Fraser

Founder Director

Chris is an entrepreneur and CEO with a 35-year career in travel, hotels, tailor-made luxury tour operating, hotel room distribution and short breaks. He advises international travel & tourism organisations, now concentrating on Sustainability.


For 18 years, Chris was CEO of HotelConnect Ltd, a company he founded in 1993 as one of the first accommodation only sellers. HotelConnect was the first hotel supplier to sell rooms on any UK low cost airline website and one of the very first to launch online transactional hotel booking. HotelConnect became universally recognised for excellence in customer service and quality checked accommodation, winning many awards for its call centre and internet booking systems.


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Marina Bradford - Sustainability Lead - TerraVerde Sustainability
Marina Bradford


Marina is a sustainability consultant with the focus on environmental management, value chain impact creation and responsible resource management. A founder of a certified B-Corp sustainability practice and an advocate of inclusive, regenerative and triple bottom line economies, Marina is passionate about creating and enabling solutions that can help address social and environmental challenges.


Marina was born in Russia, educated in the UK, lived on 3 continents and worked in over 19 countries - which has helped her gain global outlooks across a variety of cultures and sectors.


bemari.co.uk >


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Joanna Lawton

Marketing & Communications Lead

Jo is skilled in all aspects of online marketing, e-commerce and product development with over 20 years experience. She is commercially focused with proven success increasing traffic and revenue online.


Starting her career as an Interactive Graphic Designer for QVC Jo quickly became more involved in front-end design and coding, whilst developing a keen interest in usability and analytics. Joining the team at HotelConnect, as a Web Designer she progressed to Head of Online before moving to Stanfords Travel to work as their E-Commerce Manager. In 2013 Jo set up her own company supporting a range of businesses with their marketing and e-commerce strategies.


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Liza Degtyareva -
Liza Degtyareva

Sustainability Consultant

Liza is a sustainability consultant and business designer, a keen advocate for regenerative economy with consulting experience in the energy, technology and social impact sectors. Liza co-founded and developed the 4D Sustainability Canvas framework to help SMEs set on their sustainability journey, the tool helped hundreds of businesses assess their impact and create actionable plans. She is keen on creating new solutions that can help businesses unlock positive impact, often advices start-ups and incubator programs. Liza is originally from Hungary but lived in 4 countries among them the UK and Brazil, her multicultural background and language skills makes her thrive in culturally diverse environments.


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Olivia Down - Sustainability Analyst
Olivia down

Sustainability Advisor

Olivia’s background lies in the development of data products which assist businesses moving international workers around the world on a short or long-term basis. A recent graduate from UCL with a Masters in Environment, Politics and Society, she is passionate about instigating a just transition to a greener tourism sector. Olivia provides research and business support across a diverse range of projects, contributing to our mission of fostering sustainable practices in the industry.


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Our clients say

Our clients include:

TerraVerde, Environmental Consultants client - ABTA - Travel with confidence logo
Investment and Development Agency of Latvia
El Nido Resort
Travel Curious
Gosh Pr
Visit Cornwall
Royal Coster Diamonds
Weco Travel logo
National Maritime Museum
Deben Travel Logo
CIE Tours logo
Big Bus Tours
Nordic Tourism Collective
Select Travel Service
TTG Media
Kuoni Tumlare logo
Institute of Travel & Tourism
Ocean Holidays
Abbey Ireland & UK

Contact us

Our goal is to help businesses of all sizes implement successful sustainability strategies.

We know that every client is different, so we tailor our prices and packages to suit your needs.

Get in touch to discuss your requirements

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