Green Pearls, the international platform and communications agency focused on responsible tourism, has described 2025 as a defining year for sustainable accommodation, as it expanded its partner network and adapted to major changes in how travellers search for eco friendly travel.
Founded more than 13 years ago, Green Pearls curates a global network of more than 70 hotels and accommodations that meet environmental, social, and economic sustainability criteria. In 2025, the organisation continued to promote transparent and credible sustainability practices at a time when political and economic pressures made long term environmental priorities more difficult for parts of the tourism sector to sustain.
A key focus during the year was the rapid shift in digital search behaviour. The growing use of generative AI tools such as Google AI Mode and ChatGPT has changed how people plan trips, with travellers increasingly using longer and more specific queries and often receiving direct answers without visiting traditional websites. This has reduced reliance on standard search rankings and increased the importance of authoritative and trustworthy content.
Green Pearls responded by optimising its editorial and informational content for both conventional search engines and AI driven systems. Drawing on more than a decade of research based articles, clear user guidance, and documented sustainability practices, the platform aimed to ensure its partners remain visible within AI generated travel recommendations.
In December 2025, Green Pearls also expanded beyond accommodation partners to include selected companies from the travel and lifestyle sectors under the initiative Curated by Green Pearls. The move reflects the organisation’s position that sustainable travel extends beyond hotels to the products and services that shape the wider travel experience.
New partners include Medeco Cleantec, which received the German Sustainability Award in the Resources category in October 2025 for its micro dry steam cleaning method using over 90% less water; SWISSFEEL, which produces fully recyclable mattresses using a 2 Cycle concept that reduces CO2 emissions by up to 80%; PHARMOS Natur; memo AG, recognised for its reusable packaging system that has saved thousands of tons of cardboard; Ecowaterjet by rabmer; and Segmüller Werkstätten.
“Sustainability is no longer a single segment, but a joint task across industries,” said Stefany Seipp, founder and managing director of Green Pearls. “By opening up our network, we are creating new synergies and demonstrating the diversity of sustainable travel today, from hotel rooms to the furnishings within them.”
The expansion is intended to support closer collaboration between hotels and sustainability focused suppliers. One example is memo AG’s long standing partnership with Hotel Luise in Erlangen, which also received the German Sustainability Award in the lodging category in 2025.
Looking ahead to 2026, Green Pearls plans further international network growth, continued digital optimisation for its partners, and a stronger global presence. The organisation said its priorities remain raising awareness of holistic sustainable travel and supporting partners as AI continues to reshape online visibility.
Green Pearls thanked its community for their collaboration throughout 2025 and confirmed that full operations will resume on 5th January 2026.
