The company was established in September 2006 by a group of recent Stanford University graduates.
Thus, it makes money from pay-per-click advertising when the consumer clicks through to one of the supplier websites.
In addition, it offers hotels and resorts the option to use a subscription model that provides entry into the online travel market.
Whole Travel developed the system with non-profit organizations such as Rainforest Alliance and academics at Stanford University.
Each hotel receives a Level 1-5 ranking based on their sustainability practices in four key areas: