MooVert is championing sustainable tourism in France by providing eco-responsible accommodations, cultural experiences, and personalized itineraries that prioritize environmental responsibility and support local communities.
In an exclusive interview with Modern Campground, Pier Tognazzini, founder and CEO of MooVert, highlighted the company’s mission to offer travelers authentic experiences that explore France’s cultural heritage while ensuring a positive impact on the destinations they visit.
At the core of MooVert’s offerings is a selection of accommodations that prioritize environmental responsibility.“Our selection of accommodations, from charming rural cottages to historic eco-lodges, is carefully chosen for their environmental impact and local significance. Each property is committed to sustainability, ensuring that guests enjoy their stay without compromising the natural beauty and cultural heritage of the area,” Tognazzini told Modern Campground.
MooVert’s approach extends beyond lodging, with cultural and gastronomic experiences that connect travelers to local artisans and culinary traditions. Tognazzini emphasized that MooVert provides guests opportunities to engage in traditional French cooking classes, wine tastings at renowned vineyards, and guided tours of historical sites.
“These experiences are designed to deepen the connection between travelers and the regions they visit, providing insights into local traditions and practices,” he said.
MooVert also promotes eco-friendly activities that allow travelers to connect with France’s natural beauty, offering guided hikes, cycling tours, and wildlife observation in protected natural parks. These nature-focused experiences aim to encourage a deeper appreciation for the country’s diverse landscapes.
Recognizing that every traveler is unique, MooVert tailors personalized itineraries to match individual interests and values. “By offering these services, MooVert ensures that every traveler not only enjoys a memorable vacation…We believe that true luxury lies in meaningful, responsible travel that leaves a lasting impact on both the traveler and the destination,” the founder of Moovert explained.
Sustainable Tourism and Local Authenticity
One key differentiator for MooVert in the growing sustainable tourism market is its global reach combined with local authenticity. The platform caters to both national and international travelers, providing services in 11 languages.
Moreover, MooVert’s scoring algorithm, developed in partnership with Teragir/La Clef Verte and Bienvenue à la Ferme, guides travelers toward eco-friendly and authentic experiences by assigning ratings to service providers.
According to Tognazzini, the MooVert algorithm evaluates accommodations based on criteria such as energy efficiency, water management, and waste reduction. Properties are rated on a scale of 3 to 5 pine cones, with the highest-rated accommodations excelling in sustainability and cultural immersion.
“The MooVert algorithm and its pine cone rating system are designed to help travelers make informed choices that align with their values, ensuring that their stay is not only enjoyable but also leaves a positive impact on the environment and the local community. By focusing on these critical criteria,” he said.
To ensure that its service providers adhere to sustainability standards, MooVert employs a “rigorous verification process.” Accommodation providers must complete a questionnaire, submit supporting documents, and undergo random audits. Customer feedback further guides continuous improvement, ensuring that MooVert’s values of eco-responsibility and authenticity are present.
MooVert’s services also extend to supporting local communities and preserving cultural heritage. One example is a collaboration the company facilitated between a Japanese executive chef and a Michelin-starred French chef, which resulted in a cross-cultural dining experience. By facilitating such exchanges, MooVert helps keep traditional crafts alive while enriching both travelers and local experts.
During their visit, they attended an exclusive cooking class led by a Michelin-starred (Etoile Verte-Green Star) French chef, celebrated for his mastery of both traditional and contemporary French cuisine. This hands-on experience offered a dive into the intricacies of French culinary techniques and flavors, combining expertise from both Japanese and French traditions.
Following the intensive 1.5-hour session, the Japanese chef and his team extended their stay to assist with the evening service at the restaurant. The fusion of their culinary skills, techniques, and cultural influences resulted in a “unique and unforgettable dining experience.”
“This is the spirit of MooVert, fostering cross-cultural exchanges that enrich both the guests and the local community. These authentic interactions between travelers and local experts create lasting memories and help keep traditional crafts and knowledge alive for future generations,” Tognazzini explained.
Grape Harvesting Experiences in Vineyards and Champagneyards in France
During the autumn season, MooVert offers travelers the chance to participate in grape harvesting in France’s vineyards and champagne-yards. These experiences connect guests with local producers and traditional winemaking practices, offering a deeper appreciation for France’s rich cultural heritage.
Tognazzini explained that MooVert’s packages offer stays with artisanal champagne producers, giving guests a firsthand experience of the champagne-making process. These accommodations provide an authentic look into the life of local producers, often incorporating organic and eco-responsible practices.
“Travelers can explore the different maisons de champagne, learning about the unique techniques and histories of each producer. This not only enhances their appreciation of champagne but also deepens their connection to the local culture and traditions,” he said.
Overcoming Challenges
Despite its success, MooVert has faced challenges in securing funding and building its brand reputation. Through planning and dedication, the company has navigated these obstacles and continues to evolve. MooVert remains committed to refining its platform and improving the user experience as it grows.
“Despite our progress, we recognize that there is still much work to be done. Our booking platform is continually evolving and while we are proud of what we have achieved so far, we acknowledge that it is far from perfect,” Tognazzini told Modern Campground.
Looking to the future, MooVert plans to expand its offerings beyond France, with its first Italian region, Piedmont, already added to the platform. “This marks an exciting step as we broaden our geographical presence and continue to offer diverse, high-quality experiences. MooVert is highly scalable, and we are actively exploring opportunities to replicate our model in new markets,” he noted.
MooVert’s recognition by the French Ministry of Economy as one of the top 10 startups representing French travel tech at CES 2023 sparked interest from regions like California and Nevada, with ongoing discussions about implementing the MooVert model.
“As we continue to expand, we remain dedicated to maintaining the core values of eco-responsibility and local engagement that define MooVert. So, ‘Let’s MooVert; and come experience MooVert for yourself,” Tognazzini said.
For more information about MooVert, visit moovert.fr.
Featured image by MooVert
