Our Mission

Greener Guest leads the crusade to build the greenest, most sustainable future for the hospitality industry.


We do this by championing innovative products from ethical suppliers and arming businesses with the information they need to transform the sustainability of their operations.

Our Story So Far…

While working with hotels, destinations and travel companies on plastic reduction, we realised how confusing it was for people to navigate all of the marketing terminology associated with alternatives to plastic.  What is bioplastic, what does recycled content really mean, does recyclable mean anything at all?

We realised we could take everything we’ve learned from helping hotels to reduce plastic waste since way back in 2011 and make the information available on a wider scale.

Greener Guest is the perfect solution as we not only provide the answers to all of these questions, we’ve created an e-commerce site that links directly to trusted suppliers.

We have curated the product descriptions ourselves to include information on usability in a hotel setting, the origin of the products, how to dispose of them responsibly and even the impact stories of the producers behind the products.  It truly is a one-stop shop for sustainability

Jo and Rachel

Meet the Founders

Jo Hendrickx

Jo is a sustainability professional living in Gran Canaria with over 20 years of experience in the global tourism industry.  She has worked extensively with hotels and accommodation providers around the world since 2001 helping managers to navigate the health, safety, quality and sustainability expectations of tour operators. Increasingly concerned with the impacts of unnecessary plastics, Jo was motivated to create Travel Without Plastic to support those hotels that want to make a difference.

Rachel McCaffery

Rachel McCaffery has over 15 years of experience in tourism and sustainability. She has driven sustainability strategy and supply chain management for commercial tour operators such as Airtours, Virgin Holidays, STA Travel and Virgin Atlantic. She was heavily involved in the creation of ABTA Tools such as the Travelife Sustainability System, Global Animal Welfare Guidelines and Responsible Volunteering Guidelines and played a leading role in the development and testing of the European Tourism Indicator System for the EU. 

Steve Smith

Steve is an astute commercial director who is passionate about balancing people, profit and planet. He brings a broad background in business strategy, e-commerce, and finance to Greener Guest from his past experience at household brands including TUI Travel, Virgin Holidays and Sainsbury’s. Steve is an ACA qualified accountant, having trained with KPMG in London.

Jenefer Bobbin

A rare mix of designer, developer and project manager, Jen is passionate and knowledgeable about the visual and technical aspects of creating impactful websites.  She thrives on joining projects right at the beginning, supporting the entire project from gathering requirements to developing robust code. 

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