TUI, one of the world’s largest travel companies, places sustainability at the forefront of its business strategy. One core aspect of this is their sustainability certification program for hotels and resorts, which they have been implementing since 2012, in collaboration with the Global Sustainable Tourism Council (GSTC). TUI only accepts certifications that meet the GSTC Criteria or equivalent GSTC-Recognized Standards. These certifications provide reassurance and orientation to travelers while also benefiting partner companies by promoting social and environmental good practices. An analysis of 300 certified hotels showed significantly increased environmental performance compared to non-certified accommodation, with CO2 emissions 10% lower, 24% less waste produced per guest night, and freshwater consumption reduced by 19%. In addition to hotels and resorts, TUI has recently become the first company in the world to apply the GSTC sustainability Criteria to experiences. TUI hopes to create a leverage effect in changing the tourism industry with their sustainability initiatives, including driving certifications, one of the focus areas within their Sustainability Agenda.