Sir Richard Branson, head of Virgin Atlantic Airways and other travel concerns, last week pledged all future profits from his transportation businesses to the Clinton Global Initiative in order to fund research for renewable energy. Total donation: approximately $3 billion over the next 10 years. According to a Forbes report, the announcement of the gift brought an “audible gasp” from the press gathered at President Bill Clinton’s summit in New York City. To Branson, it wasn’t a gasp-worthy gesture; it was simply the right thing to do. His businesses burn tons of fuel and, therefore, are part of the reason the world is facing a climate crisis. “I’ve got children; hopefully I’ll have grandchildren,” he said. “Everything I’ve read about the world shows we need to reinvest in new sources of fuel. I’m in a position to do something.”

Branson isn’t the first person to point out how travel—air travel in particular—contributes to air pollution and has moral implications. Ask Anneli Rufus. Or Al Gore. Or Pearl Jam. Or Planeta. Or World Hum’s readers. Or Babs to Brisbane, who, to reduce her carbon footprint, is currently traveling from the UK to Australia for her best friend’s wedding without flying.

And Branson doesn’t represent the first travel company to make an effort to find a greener way of doing business or to offer its customers ways to offset their carbon footprints. Lonely Planet, Rough Guides, Expedia, Travelocity and many other companies are doing so. 

But Branson’s gift stands out for two reasons. First, it’s $3 billion. That’s a lot of money, and it could go a long way toward developing alternate energy sources. Second, he made the press gasp, and a gasping press is an attentive press. Perhaps this could be a significant event in elevating the dialogue about global warming and responsible travel.