A new chapter for the Safer Tourism Foundation
We are very pleased to share the launch of our new branding this month, complete with a new logo, bold colours and a Safer Tourism Pledge badge to help travellers recognise Safer Tourism Pledge partners.
The new brand represents an evolution from the charity’s original branding and colours, reflecting the development of the charity’s remit and scope of activity.
The Safer Tourism Foundation was established in 2016, ten years after the deaths of children Bobby and Christi Shepherd who died from carbon monoxide poisoning while on holiday in Corfu in 2006. Their mother, Sharon Wood, worked with the travel industry to create the foundation as a positive legacy from this terrible tragedy. While the charity still promotes awareness of the dangers of carbon monoxide poisoning, its remit is much more wide-ranging, encompassing potential risks to personal safety including those related to transport, activities, water safety, allergic reactions, and falls. The new brand reflects the charity’s broader role as a campaigning body, thought leader and industry facilitator.
“We’re so pleased to unveil our new branding. The bold colours and design are more aligned with our role as a campaigning body, and better reflect the breadth of our mission. Perhaps the most exciting part of this new brand, alongside our updated and far more user friendly website, is the suite of brand assets we can now offer to Safer Tourism Pledge partners. We hope this will encourage partners to showcase their Pledge involvement, which reflects their commitment both to customer safety as part of broader ESG goals, and reminds travellers about their own personal responsiblity in staying safe.” said Katherine Atkinson, CEO, Safer Tourism Foundation.
As well as the new logo and colour palette, the brand suite includes Safer Tourism Pledge partner badges – a first for the charity. The Safer Tourism Pledge was developed to identify and recognise those travel operators and organisations who adhere to excellent standards of safety management. The Pledge is a set of commitments which articulate support of the charity’s aims and an intent to work in collaboration to improve health and safety measures for all travellers. Many leading travel brands have already signed up to the Pledge, offering travellers additional confidence about their chosen travel provider’s approach to risk management in relation to customer health and safety.
Hotelplan UK, parent company of Ingham’s, Explore, Santa’s Lapland and InnTravel, and Travelopia Tailormade (American Holidays, Citalia and Sovereign Luxury Travel) have been Safer Tourism Pledge partners from the start. They shared their thoughts on the foundation’s work and their partnership:
"The Safer Tourism Foundation has been a valued partner to Hotelplan UK since its inception. It provides resources and a forum for a wide variety of tour operators to share ideas and develop solutions to issues that are directly relevant to our businesses, ensuring our approach to customer health and safety stays robust and up-to-date," said Margaret Flo McEwan, Hotelplan UK Group Head of Governance.
“The Travelopia Tailormade group of businesses (American Holidays, Citalia & Sovereign) are proud to be a Safer Tourism Pledge Partner. Working closely with the Safer Tourism Foundation and its pledge partners allows to ensure our customer’s health & safety is our number one priority – by looking into industry wide trends and working on campaigns to ensure our customers not only have a relaxing holiday, but a safe one knowing that relevant guidance to reduce the risks is readily available in a consumer-friendly manner,” said Garreth Hines, Customer Health, Safety and Operations Manager, Travelopia Tailormade