One key component of the strategy is the launch of Make Travel Matter (MTM) Experiences. In its concept, MTM Experiences are conscious travel options which take into consideration the social or environmental impact of a trip. MTM Experiences are identified by a robust set of criteria directly linked to the United Nations Sustainable Development Goals (SDGs), and use a unique proprietary online assessment to ensure these goals are being met. TTC customers can spot which brands use the MTM schemes online by keeping an eye out for the MTM seal. “Make Travel Matter Experiences have already impacted what we are prioritising in travel,” says Guihan. “The industry is realising that if we want the travel experience to be maintained - if we want our communities to be healthy and safe, if we want our children to be healthy and safe - then prioritising a sustainable, regenerative recovery is simply what we need to do.”