Join us campaign to establish word of mouth adventure resource


MORZINE, France – Know a place? “Join Us.” The industry-wide campaign to unearth independent, individual, and personal adventure choices travelers struggle to find online was launched yesterday by new “for adventure, not profit” initiative, Much Better Adventures. The campaign encourages anyone with a passion for the outdoors to come forward with suggestions of great local accommodation, outfitters, guides, bars, and restaurants they would recommend to a friend. The word-of-mouth travel resource is designed to support local businesses and reward ethical practices. “Join Us” is being supported by leading names across the industry, and all suggestions are rewarded with chances to win holidays, clothing, and other giveaways.

Co-Founder Alex Narracott explained: “In a world where most travel choices on offer are increasingly impersonal, mass produced, and formulaic, there are many independent, individual, and personal alternatives out there. They are normally the hardest to find online. Through encouraging word-of-mouth suggestions and reviews, we hope to ‘revive the soul of adventure,’ helping [travelers] connect direct to those who live locally, know the best spots, and share [a] passion for a particular activity.”

As well as travelers’ suggestions, the travel guides are being put together by voluntary “ambassadors” – skiers, surfers, climbers, cyclists, trekkers, divers, and locals in adventure hot spots around the world. All local businesses are added for free so that others can get in direct contact with them and leave reviews. Those that display a strong ongoing commitment to a sustainable future are awarded much better status and featured profiles at no extra cost. This ensures the selection remains independent, unbiased, and accessible to small businesses and community groups. They have also developed a consultancy service to help other businesses go green.

The site already includes over 2,000 local providers. More than 250 of these, offering over 750 featured itineraries between them, have been approved as much better. They range from classic adventure holidays – ski chalets, treks, rafting trips, cycling holidays, and yoga retreats – to unique, potentially life-changing ideas from inspirational organizations around the world. These could be anything from trekking from yurt to yurt with Mongolian nomads, to surf camps supporting local community development in Peru, to two-week horse treks through Rajasthan, which deliver relief aid to rural villages.