Our Purpose

We actively engage and seek, at all levels of our business and influence, a positive environmental, social and cultural impact – leading, educating, learning and sharing our journey.

Our Mission

To make staycation holidays more appealing than overseas holidays, reducing people’s travel emissions and building their love and respect for nature.

We do this across all stakeholder groups; our hard-working team, our hosts who share their houses, our discerning guests, and our local communities; including traditional farming and commoning communities in the New Forest.

Our Vision

To become the UK’s most loved staycation travel brand for the South Coast, offering holiday experiences that deliver greener holiday options.

To help reduce negative travel impacts (carbon emissions, environmental damage) and increase positive ones; promote sustainable economic development and build people’s love, respect and understanding for UK’s biodiversity.

Our biggest goal is to lead change in our industry and accelerate sustainable tourism.

Our biggest project is working to support our owners. Whilst we have committed to sustainability and responsible tourism, many of them are getting started.

We want them to be part of the solution too.

We run over 10 projects in 4 main areas:

– Cut the Carbon
– Be Serious+Play
– Be Nature Positive
– Share Our Learnings

Read more about them on our Properties page here. 


Community, Contribution and Choice. Catalysing local sustainability.

We know that we influence over £1.7m* of spending to the area each year (extra to the money that comes through our company).

By influencing how that spends stays local, we have a huge opportunity to drive sustainability in the New Forest community. We have started to screen any suppliers that we work with, or recommend first, to ensure their principles match our own.

*This data is generated by Tourism South East figures for 2015 GVA in tourism. Read more here on page 7 of our 2022 Impact Report. 

Collective education and action

We want to help our industry do better and want to share our success and failures so we can all learn quicker, together. (That’s why there is so much detail on these Sustainability pages).

Aside from what we share here: we work closely with Solent University to support their business and entrepreneur faculties with live business challenges.

We commit budget to subsidise collective education – to teach us, our suppliers, competitors and collaborators – on a world leading project. In 2022 this was ‘Authentic Sustainability Communications webinar with Professor Xavier Font (which welcomed over 35 like-minded travel companies & Councils).

We are also very active with the Travel by BCorp group and love to enable the 20+ companies to share learnings.


Kick-starting regenerative tourism

This is on the wish-list!

We know that guests seek a proactive way to support the communities and nature they visit, but how and what in the New Forest?

We want to enable that work, but it’s not easy because of local constraints. We are struggling to get this project started in our area because of significant local authority and National Park constraints.

If you have any ideas of help please email [email protected]

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