Green Pearls® expands its network and boosts visibility in a changing digital landscape
2025 was an eventful year for Green Pearls® and its international community of sustainable accommodations. Concurrently, it signifies the dawn of a novel digital era: AI-based searches are changing how travelers research, and consequently, where and how accommodations and businesses need to be visible. As a platform and communications agency for responsible tourism, Green Pearls® implemented numerous projects, welcomed new partners, and expanded the digital visibility of its members, both on traditional search engines and with regard to the growing influence of generative AI.
More important than ever: visibility and community
2025 turned out to be a difficult year for sustainable tourism. The political and economic situation caused many people and companies to lose sight of the importance of sustainability. For this reason, it is all the more important to have beacons and pioneers who are actively and wholeheartedly working towards more sustainable tourism. Providing a platform for these pioneers to share their stories and initiatives has always been at the heart of Green Pearls®, and this has become even more relevant this year.
Industry trend: Google AI Mode and the New Search Reality
The increasing use of AI and large language models, such as ChatGPT and Google AI Mode, is significantly changing users’ search behavior—even when it comes to travel planning. Longer, more specific search queries are becoming more prevalent. Since answers are provided directly in the search engine or chat, users no longer necessarily click on traditional search results.
For sustainable hotels and companies, the quality and relevance of content will be even more crucial. As in classic search engine optimization, clear, understandable information about sustainable measures, compelling texts, and good user guidance will remain essential. However, the focus is shifting from click numbers to targeted visibility in AI responses. This requires authority and credibility. With its more than ten years of history, carefully researched and written content pieces, and clear optimization for users, search engines, and AI, Green Pearls® delivers both.
Network expansion: Sustainability across industries
Sustainability does not end at the hotel entrance, and achieving sustainable tourism requires strong partners from throughout the industry. That is why, as of December 2025, Green Pearls® has expanded its network to include select companies and brands from the travel and lifestyle sector. „Sustainability is no longer a single segment, but a joint task across industries,” emphasizes Stefany Seipp, founder and managing director of Green Pearls®, in the press release announcing Curated by Green Pearls®. She adds: „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.”
Outlook for 2026: visibility, synergies, and innovation
In the coming year, Green Pearls® plans to expand its network further, strengthen the digital presence of all its members, and improve the optimization of its content. The goal is to better position sustainable partner accommodations and companies internationally, increase their visibility in the right places, and, at the same time, raise awareness of holistic sustainable travel.
Finally, we would like to thank you for your dedicated cooperation over the past year and look forward to a sustainable and exciting travel year with you in 2026. We will be available again starting January 5, 2026, for editorial topics or discussions on joint projects.
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Our press service for 2026:
- Are you interested in sustainable press trips? We would love to collaborate with you to create a tailored research opportunity at one of our partner accommodations.
- Are you looking for experts for interviews, podcasts, or panels? We can connect you with suitable discussion partners from the hospitality and tourism industries.
- Do you need images, examples of best practices, or background information on individual partners? We can support you with curated information.
- Are you planning publications on topics such as green hospitality, sustainable tourism, sustainable innovations, the circular economy, or visibility in the hospitality industry? We can provide relevant insights and practical examples from our network.
