Founder Tom Savage, says that while his management team have not visited the 16 destinations featured on the website, which he hopes to boost to 50 in the coming months, all of the host hoteliers and tour companies have been through a rigorous survey. This ensures they comply with strict requirements on the treatment of local employees, waste management, participation in local community projects and so forth. The questionnaire knocked out two thirds of the potential holiday destinations, according to Savage, and gives customers peace of mind that all of his holidays are "100 per cent guilt free".

"I wanted to sift through those people just using marketing spin and find those pro-actively helping the local community," said Savage.

Responsibletravel.com is a more established distributor of holidays. Founder Justin Francis told Times Online: "One of my ambitions is to create a new category of travel that is widely recognised by travellers as enriching the traveller, as well as enriching destinations and local people. I'd like responsible to become to travel what organic is to food."

He says he doesn't see Travelroots as competition: "I spend more time thinking about the huge on-line travel agencies booking mass tourism holidays - they are the not-so-good guys and we aim to be serious commercial rivals to them down the line."

Travelroots destinations were picked for their uniqueness, employment of local staff, knowledge of the surrounding area, comfort, beauty, and environmental and social responsibility, according to Savage. Holidays on offer include a one-week horse-riding break in South Africa that costs from £1,260, not including flights or transfers. Alternatively, there's a two-week southern Australia outback and reef safari that costs £3,649 not including flights.

Travelroots does not hold an ATOL bond, which means customers hold a contract directly with local hoteliers, tour companies or suppliers and would be unable to recoup their money from Travelroots if local suppliers went bust. Anyone not wishing to take that risk can choose to book at a greater cost through Specialised Travel, a tour operator that works with Travelroots and does hold a bond.

Savage, 26, has already launched Blue Ventures, a not-for-profit organisation that invites volunteers to help monitor marine projects around the world, at a cost of £1,580 for a six-week diving holiday (£1,780 for non-qualified divers). Breaks with Blue Ventures can be booked through the Travelroots website.

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