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By Sustainability

A few decades ago, cities were synonymous with urban grandiloquence and they even displayed a certain city pride in their tall buildings, wide avenues and large shopping malls.

Those were times when no one thought about incorporating environmental sustainability into urban development. Today, however, the tastes and preferences of the real estate and tourism markets demand sustainability.

What measures make a city more sustainable? What are the most widespread practices in the world?

The reduction of CO2, the transformation of public transport to electric, waste separation, recycling, the promotion of the bicycle as a means of transport, the generation of renewable energies, the creation of more green spaces, eco-tourism certifications and the regulation of plastic production are some of the most widespread measures because they have worldwide examples and models.

At Old Surfer, thanks to a great communication project, we have the possibility to work with some of the cities in Europe that are standouts in sustainability such as Helsinki, Stockholm, Copenhagen, Berlin, Amsterdam, Frankfurt, Paris, Munich, Vienna, Zurich, Lyon and Barcelona.

However, the list extends worldwide, and many more are leading the way, such as Singapore, San Francisco, New York, Tokyo, Reykjavik, Montevideo and Vancouver.

As cities move forward, the real paradigm shift will be to change our perception of and relationship with the environment at the same time. That a big city may feel like a small city. That a main avenue may be overflowing with bicycles. That a major shopping mall may be an open-air mall instead of a mega-structure.

Fortunately, these paradigms are changing in the world and in our heads. Being more sustainable means relating better to our environment, being more connected to nature and living in a more balanced way.

These cities and these measures mark the path to sustainability, which is also the path to a better future for us all.



By Sustainability


Travelers have become increasingly aware of their ecological footprint, so they have begun to demand sustainable practices from the travel industry so as not to affect the balance of the places where they choose to vacation. “Enjoy a place yes, harm it no” seems to be the motto of the new type of traveler that is already being expressed in the logarithms of search engines around the world.

And if there is anyone who knows search trends, it is Google. In fact, in Google Trend the search for “green hotel” has quadrupled since 2020, and that is why the company has made the decision to provide a tool that meets this need, the Eco Certification of hotels on its Google Travel platform.

How does it work?

Google uses the following terms and definitions to align hotel sustainability practices: energy efficiency, water conservation, sustainable sourcing (organic and/or locally sourced food and beverage) and waste reduction.

By clicking on the “green certification” link, travelers will be able to see the details of the establishment’s specific sustainable practices, which will be uploaded and updated by the hotel’s own staff using the free Google My Business profile.

Google currently recognizes 28 independent certification programs to establish green credibility. These include Green Key, Leed, Green Seal, Green Globe and the Green Growth 2050 Standard.

This tool not only responds to the needs of a more conscious and committed traveler, but also offers more transparency against so-called “greenwashing”, where brands and institutions claim to care for the environment without any evidence in order to capture this growing demand.

At Old Surfer, we exist to unlock the latent sustainability in businesses and brands. That’s why these types of initiatives excite us. Remember, the next time you go on vacation, Google Travel is a reliable tool to help you find a place that cares for its environment and resources.