Five Leading Travel Companies Join Equator’s Founding Cohort to Redefine Impact Measurement

Travel tech company Equator today announced the launch of its founding cohort, bringing together five leaders in purpose-driven travel: The Adventure Travel Trade Association, Evaneos, Jacada, Natural Habitat Adventures and Wilderness Group UK.

The founding cohort marks the first deployment of Equator’s impact measurement system, which combines artificial intelligence, statistical modelling, and large-scale data to give travel companies insight into their trips that has not previously been possible.

This early access will give them a level of insight into their own products that hasn’t existed before, including how their products are actually performing, the value that their trips create for the destinations and communities they operate in, and the marketing story their impact tells.

Over the next six months, the five founding members will work directly with Equator to refine it using their own data and operations across their priority markets.

“Being part of this cohort means seeing what’s possible and helping envision the future of the industry,” said Edmund Morris, Founder of Equator. “Working at the cutting edge of data and impact measurement always carries some uncertainty, and we’re grateful for the trust these five companies have placed in us as we build this together.”

The findings from the founding cohort will be compiled into a published report, establishing a benchmark for how the travel industry can measure and communicate its impact going forward.