Healthy Living and Sustainable Lifestyle group Nature & Kind has launched the UK's first travel collection in the emerging Lifestyles of Health and Sustainability (LOHAS) market, targeting discerning travellers who want to plan, compare and book accommodations and experiential travel experiences closely aligned with their personal values of health and sustainability.

The Nature & Kind Travel Collection includes over 350 (and growing daily) travel experiences from over 90 countries around the world, each one having been individually sourced and assessed from a hand-picked collection of accommodation and experiential travel tour operators including notable luxury travel brands such as Abercrombie & Kent, CC Africa and Banyan Tree Hotels & Resorts as well as a number of specialist adventure and wellbeing travel operators including Intrepid Travel, Wild Frontiers, Wildfitness and in:spa.

The Nature & Kind Travel Collection includes eco chic hotels, resorts, lodges, camps, holiday properties to rent and for sale and one of the most comprehensive collections of experiential travel experiences including wildlife safaris, small ship cruises, gourmet tours, yoga and wellbeing retreats, charity challenges and expeditions.

The Nature & Kind Travel Collection can be viewed at www.natureandkindtravel.com and aims to provide a one-stop-shop for healthy living and sustainable travel destinations, experiences and expert guides, as well as travel related healthy living and sustainable lifestyle products and services.

Throughout the year Nature & Kind will be launching a range of support marketing and customer support products and services including a travel concierge service, member's magazine, gift voucher programme and TV channel.

Nature & Kind Founder Andrew Harding says: "We aim to be a pioneer brand and market leader in what was perhaps seen by many as a niche marketing activity, which is a now mainstream travel sector, growing three times faster than any other sector. In the UK some 90% of the public believe a tour operator has a responsibility to operate responsibly and one in four adults is prepared to pay a premium for a responsible holiday. The potential for growth in this market is huge, and if marketed in an aspirational way and responsibly operated, this style of travel can not only make environmental sense but also economic sense to the bottom line of operators, whilst offering a premium experience for travellers of today and for future generations".

Harding adds "By increasing the awareness, accessibility and demand for sustainable, healthy living and experiential travel, we hope that our likeminded Trusted Partners, members and travellers can join us in being part of the solution, making a positive difference to environmental and social change – a central element of Nature & Kind's philosophy."

A percentage of every booking made through Nature & Kind will be donated to the Nature & Kind Foundation, a non-profit division of Nature & Kind, which campaigns and raises money for environmental conservation and social change programmes operating in areas of the world that we and our Trusted Partners operate. Recent beneficiaries include organisations such as the Born Free Foundation and the Tusk Trust.