Angel Llull Mancas, managing director Asia Pacific of the travel giant, told the Web in Travel conference the site will continue working on sustainable tourism strategies.

But he said adding an “eco-friendly” tag to hotel listings in an A-B test actually led to those hotels being book less often than those without the tag.

“People were telling us that if a property is eco-friendly that would be quite interesting. We were sure that showing a hotel is eco-friendly would be better."