Two years after launching its Green Circle sustainability initiative, Internova Travel Group has been able to demonstrate that sustainability can drive travel sales for travel advisors in a meaningful way.
“One of the most powerful things we can do is give our advisors the tools and firsthand experiences they need to speak confidently about sustainability,” said J.D. O'Hara, CEO of Internova Travel Group.
Through Green Circle, which offers Internova advisors firsthand eco-luxe experiences and education, the company has already seen stronger advisor engagement and several success stories.
One such example? After a sustainability-focused fam trip with Micato Safaris last year, Internova advisors were able to generate more than $1 million in sales. The measurable financial impact demonstrates the power of advisor education. Other opportunities to promote sustainability exist within Internova’s global network of advisors and supplier partners, including Hyatt’s Alila brand.
In 2025, Internova also launched its Sustainable Travel Knowledge Learning Module 1, which provides its network of more than 100,000 worldwide advisors with an educational framework for understanding the impact of tourism on climate, waste, wildlife and local communities. This year, the company will launch Sustainable Travel Knowledge Learning Module 2, which is designed to help advisors translate sustainability insights into targeted client engagement and stronger sales strategies.
Later this year, Internova intends to expand its Green Circle program with additional educational opportunities, impact initiatives and partnerships. In addition to continuing its commitment to carbon neutrality and preservation efforts, the company will offer its advisors experiential learning opportunities with partners such as Atlas Ocean Voyages, Scandinavian Airlines and Nordic Star. Select Internova members will also participate in an Arctic polar expedition to learn firsthand about sustainable travel practices and destination stewardship.
