We’re delighted to announce a new partnership between Green Tourism and AA Hotel and Hospitality Services, uniting two of the UK’s most trusted marks in hospitality – the AA stars for quality and the Green Tourism badge for sustainability.
Together, we’ll help hospitality businesses demonstrate excellence in both service standards and sustainable practice, while making it easier for guests to choose experiences that care for people, places, and the planet.
Quality meets sustainability
AA Hotel and Hospitality Services is well known for awarding star ratings to hotels, B&Bs, restaurants, and more. Green Tourism independently verifies businesses against evidence-based criteria that assess their impact across social, environmental, and ethical areas.
For the first time, these two recognised systems will sit side by side – confirming that a business has been independently assessed for both quality and sustainability.
Greater visibility for green businesses
Green Tourism members will now feature more prominently on the AA’s consumer platform, RatedTrips.com. Businesses will display both their AA rating and Green Tourism award, supported by a dedicated sustainability search filter, giving responsible travellers clearer choices than ever before.
Industry recognition
The partnership extends beyond accreditation. Green Tourism is proud to sponsor the AA Sustainable Award at the 2025 AA Hospitality Awards, taking place on 22 September 2025 at Grosvenor House, London. This award celebrates businesses showing leadership in sustainable hospitality.
A shared commitment
Andrea Nicholas, Chief Executive of Green Tourism, said:
“Our mission is to help hospitality businesses reduce their impact and be recognised for caring for people, places and the planet. By working with AA Media, businesses can demonstrate performance in both areas, and guests can make more informed choices.”
Simon Numphud, Managing Director of AA Media, added:
“This combined approach offers guests clearer information and helps operators demonstrate their commitment to both service quality and sustainability.”
What this means for you
• Accreditation: Display both AA and Green Tourism awards together.
• Visibility: Gain exposure on RatedTrips.com with sustainability filters.
• Trust: Offer guests assurance of quality and responsibility.
• Recognition: Be celebrated through the AA Sustainable Award.
This collaboration is a major step in helping the UK hospitality sector thrive responsibly – making sustainability and quality go hand in hand.
