Marketing for conscious travel brands is in the midst of a revolution. The focus of the last decade– search visibility, brochure storytelling, certification badges, the sustainability page – are being replaced by specific claims built on aspirational forms of travel, that center on the customer’s own journey, and built on what travel can do when it’s at its very best.

This masterclass is a working session on how that shift is being executed, and what it now takes to do it well. Places are limited to 20, recommended for senior travel leaders and are limited to one place per company.

Edmund Morris, co-founder of Equator, will walk through the innovations changing how conscious brands market: what leading brands are doing with impact data across social, sales and product design; the claims that convert and the ones that damage trust; and how a handful of brands are building audiences around evidence rather than aspiration.

He'll then open up Equator's impact engine — publicly, for the first time — and run it live on attendees' own itineraries, products and properties. You'll see exactly what goes in, what comes out, and how quickly raw numbers on local economic impact, social and environmental impact, can transform the design of content, spark new forms of engagement, inform supplier decisions, and build marketing funnels that help conscious, purpose-driven brands stand out.

If you’d like to see how this might work on your products or brand, share a link to your property page, itinerary or product and Edmund will show how data can give it a competitive edge. Places for live product submissions are limited.

You'll leave with a clear view of the marketing strategies now worth building, three concrete ways to turn measurement into assets your team can use next week, and a sense of how your product benchmarks against operators already working this way.

Hosted by Google at their Central St Giles offices, this interactive session will challenge assumptions, spark ideas and explore how members of The Conscious Travel Foundation can use AI not to sound like everyone else, but to amplify what already makes you different.