Novaturas, a tour operator in the Baltic states, has introduced an option allowing customers to select accommodations based on sustainability labelling.

This initiative allows travellers to choose accommodations that operate responsibly and effectively manage their environmental and social impacts.

These hotels are marked with a ‘sustainable choice’ label on Novaturas’ updated website.

These are labelled and certified by third-party systems recognised by the Global Sustainable Tourism Council.

Over a third of Novaturas’ hotels across Lithuania, Latvia and Estonia now carry this label, with plans to expand the selection in the future.

Novaturas plans to include more than 950 sustainable accommodation options in its portfolio for the 2023–24 winter (November to March) and 2024 summer (June to September) seasons.

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These options are available across all the company’s winter and summer destinations including Indonesia (Bali), the Maldives, Mauritius, Portugal, Spain and the United Arab Emirates.

Novaturas Group head of sustainability Audronė Alijošiutė-Paulauskienė said: “Our goal is to offer travellers the opportunity to select hotels that prioritise nature conservation, waste reduction, community support and cultural heritage preservation.

“We hope that this innovation will contribute to our strategic goal of increasing travel sustainability by empowering customers to make informed choices.

Earlier this year, Novaturas outlined its 2023–25 strategy, placing sustainable travel at the forefront of its focus areas.

Over the three years, the company plans to invest in technological solutions for a revamped website and streamline online trip bookings for an optimal user experience.

It will also aim to enhance traveller experience and choices, introduce more sustainable trips and garner the involvement of the whole team.

Additionally, the company intends to extend cooperation with partners that share its dedication to sustainability and educate travellers about sustainable travel choices.

Novaturas offers trips to more than 30 locations across the world for the summer and winter seasons, with a selection of more than 100 tours.