Helping reporting travel further 

We’ve been working with Nordic Leisure Travel Group (NLTG) since 2021. Our role working with their sustainability team started out as writers and editors – and over the years, that’s largely been about getting behind the scenes and making their data come alive through vibrant stories from across the organisation.

Great stories, wrapped in a PDF

Travel and sustainability are one of those areas where the challenge is obvious. You’re a travel company. Your largest footprint is in the air. NLTG knows this – and it’s exactly what spurs their commitment to be as proactive as possible.

But they realised that all the great case stories that provided real evidence of NLTG’s commitment were getting wrapped in a PDF that not many people really saw. Click rates after publication weren’t much to go by, as they didn’t say anything about whether the report and the stories were reaching the people the company really wanted to connect with.

So all the great stories were there. They just weren’t getting out.

When the Omnibus pause arrived, NLTG spotted an opportunity. From a regulatory perspective, everything was fine. They were compliant. All the boxes ticked. So could they use this pause to rethink the whole approach? 

With a clear ambition to lead the way on sustainability within the travel industry, the editorial team recognised the opportunity to amplify their communication to connect more powerfully with employees, customers and investors.

In short: they wanted to make these stories travel further.

Stepping back, before stepping forward

We invited NLTG to be one of the first to pilot our New Reporting Playbook. And they said yes.

In Playbook terms, we had been supporting NLTG in ‘Delivery’ (phase 2) – that is, providing content support, year after year, to a high standard. The pilot pulled them back into ‘Strategy’ (phase 1), which is the bit most organisations skip. Together, we sat with the harder questions. What do we actually want our reporting to do for us? Who’s it really for? And how could it create more value for stakeholders and for the business?

A workshop with their sustainability and comms teams, paired with an internal survey of colleagues, gave NLTG a much clearer picture of what their reporting could do, and who it should be reaching. They even turned that survey itself into a case story in the 2025 report, a transparent move that signalled, “We hear you. We’re changing how we report to make it more engaging and relatable.”

Read the full story of NLTG’s pilot of our New Reporting Playbook here.

The 2025 report on the surface, the 2026 shift underneath

The 2025 Sustainability Report has now launched. On the surface, it looks like previous years – robust data, paired with great case stories that bring material issues to life. While we’re constantly improving how we tell those stories, in many ways, this year’s report has been ‘business as usual’.

As Camilla Malmose, NLTG’s Head of Sustainability, puts it in the launch video, the report reflects “the result of the thousand choices made by colleagues, partners and guests.”

The really interesting work, though, has been happening behind the scenes. That’s where the strategic advisory bit has been gearing up and preparing for the Playbook’s ‘Activation’ (phase 3) in the 2026 report.

What’s coming is what’s known as ‘distributed reporting’. The PDF will stay, for compliance and auditing. But alongside it, there’ll be a website where the data and the stories can come to life. Somewhere employees, customers, partners and the wider non-regulatory stakeholders can go to get a better understanding of and even engage with NLTG’s commitments, progress and how they’re doing.

A reporting journey, not a quick fix

This is the part we love most. Reporting transformations don’t happen overnight. They take appetite, honesty and a willingness to take a close look at yourselves and ask what reporting is doing for you – which it clearly isn’t if no one’s engaging with it.

NLTG had all of that. And our role has evolved alongside them. What started as writing and editing has grown, this year, into strategic consultancy. We’ll be picking the work back up with them shortly to keep things moving.

For NLTG, this is the beyond-compliance journey into distributed reporting. For us, it’s a brilliant example of what reporting can become when a company is brave enough to question what it’s always done and be patient enough to build something better.

Words from our client

“Compliance is the starting point, not the final destination. The pilot gave us the space to rethink how we report, and we’re excited about what distributed reporting will unlock for our colleagues, customers and partners in 2026.” – Camilla Malmose, Head of Sustainability