The players, places, and projects moving the industry into the future
21 September 2023
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What constitutes a Bright Idea? Since launching this franchise last September, the iBestTravel team has continued to revisit and refine the concept to get at just what makes an idea worth celebrating. Is it, for instance, building something that’s never been done before, or finding a way to grow something that, at scale, can create an outsized impact? Is it something that pushes an existing concept in a totally unexpected direction, or that fundamentally reframes the ways in which we think about the world of travel? As it turns out, it’s all of the above.
This list honors the ideas that are approaching travel’s most pressing issues with thoughtfulness and zeal – ideas that straddle the realms of tech, design, sustainability, community, inclusion, accessibility, and conservation. From airports making strides towards universal design and destinations sharing stewardship of lands with their Indigenous peoples to hotel programs that keep local craft tradition alive and next-gen platforms that are marrying efficiency with personalization, these 53 innovators are changing the way we travel, one bright idea at a time.
AIR TRAVEL
Portland International Airport | 📐 🌱
The idea: When it opens in 2025, Portland International Airport’s (PDX) new main terminal will be the largest locally sourced timber project of its kind, with much of the wood coming from close partnerships with regional Indigenous communities.
Why it matters: Timber has the lowest embodied carbon impact of any mainstream construction material, and this project demonstrates how the travel sector can lead in developing equitable sourcing methods to make it more sustainable.
How it works: Imagine applying the farm-to-table ethos to sourcing materials for a historic airport renovation and you get a sense of how Portlanders approach construction (“forest to frame”). When PDX kicked off its $2 billion renovation, it wanted to pioneer a locavore model for sourcing timber. For the new terminal’s lattice wooden roof, the project team led by ZGF Architects and Sustainable Northwest spent two years developing partnerships with small, sustainably managed forests. In all, they’ve sourced 2.6 million board feet of timber from within a 300-mile radius of the new terminal, with much of the wood provided by Yakama Nation, Skokomish Indian Tribe, and Coquille Indian Tribe. In doing so, they’ve gone a long way to bolster the project’s sustainability credentials and avoid extractive clear-cutting practices.
Alaska Airlines | 🌱 🚀
The idea: The airline is working on a hydrogen-electric propulsion system that will achieve zero carbon emissions in flight technology.
Why it matters: Zero-emission flights reduce the negative impacts of the aviation industry on air quality.
How it works: In late 2021, Alaska Airlines and zero-emissions engine developer ZeroAvia announced plans to create a hydrogen-electric powertrain capable of flying a 76-seat regional aircraft. The engine will produce between 2,000 and 5,000 kilowatts of power maintaining a 500-mile range and keeping flights free of CO2 emissions by using hydrogen fuel cells.
Hawaiian Airlines | 🌱 🤝
The idea: Hawaiian Airlines is ushering in the next generation of aviation maintenance technicians by focusing on innovative collaborations. An impactful partnership features an ongoing relationship with Honolulu Community College (HonCC) to help local students graduate into flourishing careers.
Why it matters: The Hawaiian mindset of mālama – to care for people, places, and communities – is at the core of Hawaiian Airlines’ Aircraft Mechanic Apprenticeship Program, which since launching in 2016, has created pathways to economic opportunity for local communities.
Kansas City International Airport | 🚀 📐🤝
The idea: Kansas City International Airport unveiled a new terminal in 2023, providing a blueprint for what an inclusive airport should be.
Why it matters: The upgraded terminal shows what an airport should look like in 2023 and beyond, showcasing inclusive features throughout the design process that enhances accessibility for all travellers.
Minneapolis – Saint Paul International Airport | 🚀 ♿ 🤝
The idea: The airport is leveraging artificial intelligence (AI) to translate gate announcements and display them on nearby screens in real-time for travelers who are deaf or have reduced hearing.
Why it matters: Most flight updates are currently announced only over loudspeakers, excluding travellers who can’t hear them from receiving essential information.
Scandinavian Airlines (SAS) | 🌱 🚀
The idea: Scandinavian Airlines has officially welcomed plans for the first commercial flights on electric planes, scheduled to take off in 2028.
Why it matters: With air travel contributing to about 2.5 percent of global carbon emissions, the Stockholm-based carrier brings fuel-free service within reach for the general public.
LATAM Airlines | 🦏
The idea: LATAM Airlines Group set its sights on a radical new sustainability strategy, achievable through meaningful partnerships with regional organizations dedicated to conservation and reforestation.
Why it matters: Strategic partnerships protect natural heritage and combat climate change while improving the quality of life for local communities.
CRUISE
Hyke | 🚀 🌱
The idea: Following the automobile industry’s migration from fossil fuels, a new era of electrified ferries is being pioneered by Norwegian firm Hyke.
Why it matters: The electrification of ships improves planetary and human health by reducing emissions.
Hurtigruten Norway | 📐🌱
The idea: Hurtigruten Norway commits to building its first zero-emission cruise ship by 2030.
Why it matters: This project aims to improve the greater cruise industry’s sustainability record and future of travel.
Ponant | 📐🌱
The idea: The French cruise line Ponant has created new technologies that will pave the way for zero-carbon cruising.
Why it matters: The initiative sets a new precedent for the shipbuilding industry focusing on decarbonization.
DESTINATIONS
Hong Kong | 👨👨👧 📐
The idea: Local architect Marisa Yiu and her team worked to transform pocket parks into joyful creative spaces.
Why it matters: Maximizing physical, emotional, and social benefits of public spaces is becoming crucial.
Muscogee Nation and Macon, Georgia | 👨👨👧 🤝 🦏
The idea: A partnership aims to create Georgia’s first national park, preserving the Muscogee (Creek) Nation’s ancestral home.
Why it matters: This initiative will help protect significant ancestral sites threatened by development.
Saudi Arabia | 📐🌱 👨👨👧
The idea: Diriyah aims to create a sustainable, human-centric destination rooted in history.
Why it matters: The project utilizes local vernacular architecture to enhance sustainability.
Zanzibar | 👨👨👧 🌱
The idea: Zanzibar is investing in youth employment through ocean-based activities and tourism.
Why it matters: The initiative aims to preserve the marine ecosystem while providing local job opportunities.
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HOTELS
Grootbos | 🦏
The idea: Grootbos Private Nature Reserve has enlisted safari guides to help guests learn why insects are essential to biodiversity.
Why it matters: Minibeast safaris encourage travellers to see the importance of the smaller creatures for a balanced ecosystem.
Phāea Resorts | 🌱 👨👨👧
The idea: This luxury resort group creates a sanctuary for regenerative travel emphasizing food provenance and responsible consumption.
Why it matters: The initiatives foster connections between locals, land, and traditional agricultural methods.
Manta Resort | 👨👨👧 🦏
The idea: Manta Pemba Island is taking the safari concept underwater with the Pemba Island Coral Safari.
Why it matters: Experience conservation while participating in underwater explorations and understanding marine ecosystems.
JW Marriott Masai Mara Lodge | 🌱 👨👨👧
The idea: The lodge is launching an initiative to empower and uplift local girls through training programs.
Why it matters: This initiative addresses gender equality by building skills in local women.
ORGANISATIONS
ReShark | 🦏
The idea: ReShark is reinforcing juvenile leopard shark populations in Indonesia.
Why it matters: Restoring shark populations is crucial for maintaining healthy marine ecosystems.
Biogents | 🦏
The idea: Biogents has created eco-positive mosquito traps as an alternative to toxic-chemical fogging.
Why it matters: These traps contribute to a mosquito-free environment while preserving beneficial insect populations.
Healthy Hospo | 👨👨👧
The idea: Healthy Hospo is a nonprofit aimed at improving the health and happiness of hospitality workers.
Why it matters: The initiative promotes a healthier workplace, addressing a common issue in the hospitality industry.
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PLANNING TOOLS
SOSTUR | 🚀 👨👨👧
The idea: Panama’s new digital platform makes it easy for travellers to book tours focused on cultural heritage and conservation.
Why it matters: This approach encourages tourism that prioritizes local biodiversity and community experiences.
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RAIL TRAVEL
GPSO | 🚀 🌱
The idea: France is working to eliminate the need for domestic flights by investing in its rail network.
Why it matters: This promotes sustainable travel while cutting carbon emissions significantly.
Coradia iLint | 🌱 🚀
The idea: Germany showcases the world’s first hydrogen-powered trains for emissions-free travel.
Why it matters: This development is a significant step towards sustainable transportation alternatives.
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Credits
Lead editor: Betsy Blumenthal
Editors: Arati Menon, Erika Owen
Lead visuals: Pallavi Kumar
Supporting visuals: Andrea Edelman, Danielle Amy
Illustrations: Giorgia Ascolani
Production: Caitlin Morton
Research: Alexandra Sanidad, Anna Gladwin, Anika Sackrider
Copy: Joyce Rubin, Marisa Carroll, Rachel Whalen
Lead social media: Mercedes Bleth
Supporting social media: Kayla Brock
