Travelocity has launched a green directory that highlights hotels and destinations employing sustainability practices.
The hotels and destinations featured in the green directory are likely to be training their staff and management about conservation, supporting the local community, working for cultural as well as environmental preservation and actively reducing their carbon footprints, said Travelocity.
"Each business may not be doing all of these things, but if they are taking action in most of these areas, they rated highly enough to earn a spot in Travelocity’s directory," said the online travel agency.
Travelocity is a member in the Partnership for the Global Sustainable Tourism Criteria (GSTC Partnership), a group developing universal criteria for sustainable tourism. The GSTC Partnership will teach hotels and tour operators how to implement the criteria as well as qualify organizations as sustainable travel companies, said Travelocity.
"As we work toward this ultimate goal, we’ve designed our own eco-friendly directory to serve as a quick reference guide to customers who want to avoid 'green-washing' now," said Jeffrey Glueck, Travelocity’s chief marketing officer.
"Consumers deserve a cohesive certification process to help determine which travel suppliers adhere to true sustainable practices. Customers can be confident that if they find a hotel or destination on our green pages, we believe that company is legitimately working towards long-term sustainability."
Travelocity said it developed a four-tier system based around the GSTC Partnership rating system.