Social impact at the heart of Good Travel Management rebrand
Posted on 16 January 2026
Good Travel Management, which acquired and merged with CT Business Travel in October 2024, has relaunched as Good Business Travel under an umbrella brand, The Good Travel Collective.
The Good Travel Collective also comprises GT Groups, GT Trade Missions, a new end-to-end events proposition called Never Beige, plus two leisure businesses – tailor-made holiday specialist Pettitts Travel and AG Cruises and Tours – which were acquired as part of the CT purchase.
All of these are owned by the John Good Group, a 192-year-old family-owned business with a strong and longstanding focus on social impact.
Each year, the group gives 10% of its profits to their charitable arm, The Matthew Good Foundation, which was established following the passing of Matthew Good in June 2011 while running a marathon for charity.
He was the sixth generation to work in the John Good Group family business and was passionate about making a positive difference to the group’s employees and its communities.
“We’ve very fortunate to have ‘Good’ as the family name but it also perfectly reflects our firm commitment to social responsibility, being a business that is good to work with and an employer that is good to work for,” said Kevin Harrison, Director The Good Travel Collective.
“Under this new umbrella brand, we will be giving an even greater focus to social impact, not only for our own businesses but also supporting our clients on their ESG journeys and supporting them in how to give back.
“In the future we will go beyond the travel and business travel norms to help our clients in far more depth, from being able to support and manage their social impact programmes, whether that’s for sustainability, volunteering, or charitable donations, right through to our client service delivery – people first, backed by tech.”
See full interview with Kevin Harrison
Harrison said the corporate division, Good Business Travel, would be instrumental in driving The Good Travel Collective’s new social impact focus, working with existing likeminded clients or new ones, as well as fuelling the company’s growth ambitions.
He said the TMC was one of the first to be operationally carbon neutral and that The Good Travel Collective is committed to its three pillars of its parent company – people, planet, performance.
“We are not scared to talk about profit as it fuels our other two pillars – people and planet,” he said.
“We already work in emerging markets through our wider tour operating and trade missions divisions, where we can support development in tourism and economic growth, while also harnessing the growth we are seeing in the groups, experiential and event management market by bringing people together on a larger scale.”
The combined business, under the new umbrella brand, employs 125 people and has a turnover of just over £90 million. It has plans to double in size in the next five years, predominantly through organic growth, but will also look at further strategic acquisitions to extend these ambitions.
“Our parent company is strongly committed to the travel sector and is looking for long-term growth, but only with businesses or people who are like minded and share the same belief in doing good things as The Good Travel Collective,” said Harrison.
The rebrand, which has been in development for six months, is supported by new logos and a new website, showcasing the different strands of the business.
“I’ve been with the business 20 years and this is something I personally feel very proud of, and proud to represent,” continued Harrison.
“We’ve already had very positive initial feedback from our clients and our employees. It’s fresh and contemporary and shows the breadth of what we offer, our personality, and perfectly represents who we are as a business.”
