John Gunter, President & CEO of Frontiers North Adventures, spoke today at the Skift Global Forum.

Working with his team of 50+ full-time and seasonal staff, Gunter is responsible for the company’s growth, expense management, corporate culture and maintaining the company’s commitment to corporate social responsibility.

Gunter guides Frontiers Norths’ relationship with Polar Bears International, a non-profit polar bear-habitat and species conservation group, an organization with which he also holds an advisory position.

Gunter’s talk on “The Travel Industry’s Footprint” revolved around being a responsible traveler. Here are three things we learned:

  • “Keep in mind stakeholders are included in your community. Define your brand position and bake corporate social responsibility into your brand DNA.”
  • “It doesn’t matter if you operate a small company, or if you work for a larger company, we all need to empower our teams and staff to make responsible decisions.”
  • “It’s our responsibility to inspire our guests, not to scare or manipulate them into visiting these places.”

Keep track of all the activity at today’s Global Forum by bookmarking our #skiftforum tag.

Photo Credit: John Gunter speaking at the Skift Global Forum in New York City on Oct. 9, 2014. Skift