Journey has by no means regarded higher.

Beautiful images. Drone pictures. Authentic. Immersive. Transformative. Everyone is promoting us some model of the identical story.

But none of that essentially tells you whether or not a spot is definitely price your time, cash, advice—or bringing a gaggle there.

I spend a whole lot of my life on the B2B aspect of journey, the place there isn’t a scarcity of noise. What I’ve realized over the previous 12 months, as a traveler first, is that it’s simply as noisy for the traveler.

How do you discover a resort, vacation spot or expertise that you simply genuinely want to expertise, really feel a connection to when you get there, and might belief is making a constructive influence on the place you got here to expertise?

That query is a giant a part of why we created:

Greenluxe Approved will probably be a rising library of inns, locations and journey experiences that my crew and I’ve personally skilled, totally evaluated and are prepared to place our identify behind.

And I would like that to imply one thing.

I’ve spent years working contained in the journey trade and consulting inns on operational sustainability—not simply speaking about it from the skin. I’ve helped properties work by means of sustainability certifications, regarded carefully at how these packages function behind the scenes, and discovered which questions reveal whether or not the story being marketed is definitely mirrored within the expertise and operations.

If you see the Greenluxe Approved emblem, our promise is that we might suggest making that place or expertise a part of your personal journey journey.

This just isn’t a certification. It just isn’t pay-to-play. And we’re not going to take the analysis calmly.

We’ll look behind the gorgeous footage: asking operational questions, reviewing sustainability commitments and certifications, sourcing and conservation, speaking with workers, contemplating the connection to native communities and understanding the influence tourism is having on the place itself.

And sure—it nonetheless must be a nice journey expertise.

We aren’t on the lookout for perfection. But we’re on the lookout for substance.

This week I’m in Tampa at Connect Marketplace, the place I’m presenting my DESIRE Framework™ for the primary time.

DESIRE™ and Greenluxe Approved are related, however they do totally different jobs.

DESIRE™ helps inns and locations determine what makes them price selecting—and talk that in a method that creates want and demand.

Greenluxe Approved seems on the expertise itself: does it truly ship on that promise, and does it meet the deeper requirements we imagine make a spot price recommending?

One defines and communicates the worth. The different evaluates whether or not the expertise lives as much as it.

Over the subsequent few months, we’ll start revealing the primary Greenluxe Approved inns, locations and experiences—and we’ll share extra concerning the standards we’re utilizing to judge them.

Whether you are a traveler on the lookout for your subsequent journey, an advisor recommending one to a shopper, a gathering planner deciding the place to deliver a gaggle, or a vacation spot attempting to grasp what vacationers more and more worth, I hope this turns into a useful resource you’ll be able to belief.

And we have now loads of locations forward to discover.

TAMPA → NEW YORK → CALIFORNIA → BAHAMAS → FRANCE

We’ll be taking you alongside.

Before I’m going, I need to know one factor:

What resort, vacation spot or journey expertise do you DESIRE to expertise—or suppose Greenluxe ought to consider?

Hit reply and inform me. We’re beginning the record now.