TORRANCE, CA – JTB USA, a subsidiary of JTB Corp, has announced participation in a $1.5 million late seed investment in Goodwings, the Copenhagen-based, climate-focused SaaS travel management platform. This strategic investment emphasizes the rising importance of sustainability in business travel.

According to a 2022 Global Business Travel Association survey, most travel buyers and suppliers (including 97% in Europe and 84% in North America) indicate that “better protecting the planet” is a top priority. At the same time, legislative bodies in the European Union have already taken steps to reduce travel-related emissions, and industry experts suggest that the future of business travel will only include more sustainability-related regulations — not less.

These dynamics make JTB’s investment in Goodwings timely and relevant within the global travel landscape as organizations hasten preparations to comply with coming regulations.

“There is a paradigm shift happening within business travel. Sustainability is no longer a secondary consideration but a key driver for corporate decision-making,” says Geert de Boo, VP of Global Business Travel at JTB USA. “Our investment in Goodwings allows JTB to continue its commitment to responsible travel while powering cutting-edge solutions to meet the market’s evolving needs.”

Goodwings has developed an innovative cashback model that subsidizes the decarbonization of travel and helps reduce the overall footprint of an industry that contributes 8–11% of total GHG emissions. The platform provides a full stack of climate features, including emissions calculations, reductions, and quality data for ESG reporting.

“The investment from JTB USA is not just a financial boost; it’s a strategic alliance. Together, we can meet the growing demand from businesses for transparent and accountable travel solutions,” says Christian Møller-Holst, founder and CEO of Goodwings.

With Goodwings now part of JTB’s FlexConnect Global Affiliate Partner Program (launched in August), they gain access to JTB Business Travel’s extensive service network and advanced travel management solutions. Meanwhile, clients benefit from seamless integration, granting them access to a potent, innovative carbon tracking and offsetting tool.

JTB created its FlexConnect Global Affiliate Partner Program to give small- and mid-size Travel Management Companies (TMCs) flexibility, stability, and options to better serve their clients. The Program connects TMCs with a global fulfillment network, strong supplier relationships, 24/7 emergency support, and assistance with supplier negotiations.

Access to cutting-edge technologies, including platforms that support greater sustainability and compliance, was also among the factors driving the creation of FlexConnect. JTB’s investment and partnership with Goodwings helps expand the FlexConnect Program while underlining JTB’s larger commitment to sustainability.