Relatively run-of-the-mill web relaunch story from ResponsibleTravel this week, except a closer look shows the company is doing some interesting things with its suppliers.
One of the earlier environmentally concious online travel brands, RT has implemented a number of changes to the core web service including a new tagline (the slightly confusing "travel like a local"), navigation and overall design, photo galleries and a separate accommodation search platform.
But here is one interesting element of what the site is trying to do - give a voice to its suppliers, something that is perhaps more important in its sector (having green credentials, etc), through the now growing trend of so-called storytelling.
So each supplier will have a section to explain how and why a particular business was created and its philosophy on travel.
ResponsibleTravel says it will eventually turn some of the material into podcasts.
Furthermore, next year will see a number of supplier-focused initiatives emerging on the site:
The first will be a free listing service for accommodation owners. But perhaps the more interesting element will be the formation of a service specifically targets day trip and activities providers, giving them a page to manage on the site.
While such moves may seem fairy ordinary to some, it perhaps signifies that the tours and activities marketplace is starting evolve and mature online, with many of the established players attempting different initiatives with product distribution.
The relaunched site has also reached across the Atlantic to its sister brand ResponsibleVacation - a service which launched in June this year to specifically target the North American market.