Skift Take

It's a nice step for Google to provide more information about hotels' sustainability practices in search results. But will the company have the guts to get "political," in the eyes of some, and push hotel listings higher or lower based on environmental practices?

Series: Dennis' Online Travel Briefing

Dennis' Online Travel Briefing

Editor’s Note:¬†Every Wednesday, Executive Editor and online travel rockstar Dennis Schaal will bring readers exclusive reporting and insight into the business of online travel and digital booking, and how this sector has an impact across the travel industry.

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Online Travel This Week In a sign of the times regarding the climate crisis, Google this week will begin to enable travelers to dig into hotels' sustainability practices when they search for stays. When consumers search for hotels on Google, including in its Google Travel feature, they will be able to see whether organizations such as Green Key or EarthCheck have certified properties for laudable sustainability practices. After clicking on an About tab, travelers will be able to view a list of a property's specific practices such as energy efficiency, water conservation efforts, and the use of materials that come from sustainable sources. Google sa