Internova Travel Group has taken its sustainability education efforts to the Arctic, deploying a cohort of luxury travel advisors on an expedition designed to deepen their understanding of responsible travel. The trip, organized under the company’s Green Circle initiative, was carried out in partnership with Atlas Ocean Voyages, Scandinavian Airlines (SAS), and destination management company NORDIC STAR.
The expedition gave advisors direct exposure to sustainable practices across multiple travel sectors, including expedition cruising, aviation, and destination management. Participants engaged in discussions with Atlas Ocean Voyages about responsible ship operations, attended educational sessions on Arctic conservation, and toured sustainability-focused hotels in Norway curated by NORDIC STAR. SAS also presented its latest environmental initiatives, including fuel-efficiency programs and carbon-offset options.
Green Circle’s Second Educational Journey
This Arctic expedition marks the second immersive learning experience under Internova’s Green Circle banner, which was created to embed sustainability into advisor training and client engagement. The initiative also supports broader corporate goals such as carbon neutrality and contributions to UNESCO’s World Heritage Programme.
“Through Green Circle, we’re investing in immersive educational experiences that give advisers a deeper understanding of sustainable travel whilst strengthening the expertise they bring to clients,” said JD O’Hara, CEO of Internova Travel Group.
Advisors who participated reported a significant shift in their perspective. Selma Weisbein, an advisor from Global Travel Collection, noted: “Experiencing the Arctic firsthand gave me a much deeper understanding of what responsible expedition travel looks like. The knowledge and perspective I gained will help me better advise clients seeking meaningful luxury experiences.”
The expedition comes as luxury travelers increasingly demand sustainability credentials from their trips, particularly in the expedition cruise segment. Operators such as Ponant and Crystal Cruises have also expanded their polar itineraries with an emphasis on responsible tourism.
Internova’s approach mirrors a broader industry trend: travel advisors are being asked to guide clients through an increasingly complex landscape of eco-certifications, carbon offsets, and destination stewardship. Programs like Green Circle aim to equip them with the knowledge to do so credibly.
The Arctic expedition also highlights the role of technology in sustainable travel education. As noted in a recent Agoda survey, younger travelers expect seamless integration of sustainability into loyalty programs and booking platforms. Internova’s initiative addresses this by making sustainability a core part of advisor expertise rather than an add-on.
Internova Travel Group, which owns brands such as Travel Leaders Network, Tzell Travel Group, and Global Travel Collection, has positioned Green Circle as a long-term commitment. The company has not yet announced the destination for its next educational expedition, but the Arctic trip sets a high bar for immersive, hands-on learning in some of the world’s most fragile environments.
