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TerraVerde Sustainability Logo

The Trailblazers

Who are the Trailblazers? They are the front runners, the leading lights and the innovators!

These are the companies (big and small) that we love to follow, who are driving real change in the sustainability space.

What is the real culprit for anti-tourism resentment? (and what can the travel trade start doing about it.)

“Refugees welcome, tourists go home!” is an increasingly common piece [...]

By |2026-02-05T21:15:26+00:00December 11, 2024|Corporate Sustainability, Sustainable Strategy, Sustainable Travel & Tourism, The Trailblazers|Comments Off on What is the real culprit for anti-tourism resentment? (and what can the travel trade start doing about it.)
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Navigate uncertainty to craft a successful sustainability strategy. 

When we first meet with clients, they are often unsure [...]

By |2024-09-18T05:55:34+00:00September 18, 2024|Corporate Sustainability, Sustainable Strategy, Sustainable Travel & Tourism, The Trailblazers|Comments Off on Navigate uncertainty to craft a successful sustainability strategy. 
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Plug in to the opportunities!

Whitbread recently announced that it will be introducing 1000’s of GeniePoint network high-powered electric vehicle charging points across its UK sites. It’s brands include Premier Inn hotels and restaurants Beefeater and Brewers’ Fayre and it boasts more car park locations than the NCP. This is an important step in promoting the uptake of electric vehicles in the UK and shows how hospitality companies can seize the opportunities a greener future brings. To mark the announcement Premier Inn has ‘electrified it’s logo by ‘plugging in’ it’s famous moon. Read more >

By |2022-03-22T18:08:36+00:00February 3, 2021|The Trailblazers|Comments Off on Plug in to the opportunities!
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Joanna Lawton

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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Zennor Pascoe

With a decade in the marine industry and five years in corporate sustainability, Zennor brings a unique blend of expertise across both sectors. As one of the youngest RYA Yachtmasters, she worked on a wide range of vessels, from high-performance sailing yachts to superyachts. Transitioning into sustainability, Zennor now specialises in carbon footprint analysis, emissions reduction, and sustainability reporting. She has developed and implemented strategies aligned with global best practices, collaborating with stakeholders to deliver meaningful environmental and community impact.

Zennor’s dual background enables her to navigate challenges at the intersection of industry and sustainability. She is passionate about advancing sustainable practices and engaging with others to drive positive change.

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Liza Degtyareva

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 advises 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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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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Chris Fraser

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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Patrick Richards

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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