Last year, I was staying at an Australian hotel that had advertised it was sustainable. Next to my bed was a bottle of water which didn’t make much sense to me considering we’re in Australia where tap water is okay to drink. I let management know my thoughts — that plastic water bottles were not the most sustainable option — when I checked out.
Sustainable tourism is not black and white, there’s a grey area, which is why hotel greenwashing is rampant.
A study reported in the World Economic Forum put the tourism industry’s impact at 8% of global carbon emissions though the figure depends on what’s included in the definition of the industry.
“Greenwashing has become a pervasive phenomenon in the tourism and hospitality sector, posing significant challenges and potential reputational damage to green hotels,” reads a 2024 paper Greenwashing Behaviour in Hotels Industry: The Role of Green Transparency and Green Authenticity.
“Despite its prevalence, research on mitigating greenwashing’s influence on guest trust and behaviour remains limited.”
There is considerable consumer demand for sustainability. In 2022, an Expedia survey found that 59% of their customers were willing to increase their spending to make the trip more sustainable.
So what can you do as a guest wanting to determine if a hotel is greenwashing? Lee Stewart, an Australian sustainability professional with 20 years of experience in Australia, the UK, Japan and New Zealand, shares some things to look out for.
If the Hotel Doesn’t Have a Sustainability Section on Their Website
Before booking, Lee suggests you look at the hotel’s website. These days, most reputable hotels will have a dedicated sustainability section that should provide insight into their efforts and achievements.
“Many hotels publish annual sustainability reports or have dedicated sections on their websites detailing environmental initiatives,” he says. “These documents often highlight energy usage, renewable energy adoption and projects like solar panel installations.”
If the Hotel Doesn’t Have Reputable Sustainability Certifications
Certifications from organisations like the Global Sustainable Tourism Council are legitimate, as are climate targets accredited by the Science-Based Targets Initiative. ISO accreditations, such as ISO 14001 for Environmental Management Systems, are also good indicators of adherence to basic standards and practices.
If the Hotel’s Sustainability Info Isn’t Readily Available
“If information isn’t readily available, guests have the right to ask hotels about their sustainability practices,” he says. “You might be surprised by their responses. By being informed and proactive, guests can encourage the hotel industry to adopt more genuine and impactful sustainability practices.”
If you’re wondering why hotels are getting away with greenwashing in the age of social media where little info can be hidden, Stewart says it’s due to three reasons. Limited consumer awareness, lack of regulation and enforcement and minimal industry-wide accountability.
Many regions have insufficient regulations or enforcement mechanisms to address greenwashing. The absence of consistent standards allows hotels to use vague terms or make misleading claims to exaggerate their sustainability efforts.
“For example, the term ‘eco-friendly’ can mean many different things and is often used without any specific criteria,” he says. “They also might not understand basic sustainability fundamentals and think that if they recycle they are eco-friendly.”
From his travels he’s seen countless examples of false certifications where hotels display awards that are either self-awarded or easily bought with minimal effort.
“Perhaps the worst example was an ‘eco-lodge’ that boasted sustainability credentials but had inadequate sewage treatment on the island. Guests were only allowed to swim in certain places or at specific times due to the pollution — a stark contradiction to their eco-friendly claims.”
Another way greenwashing can happen is that guests aren’t fully aware of what true sustainability entails and may be easily swayed by superficial claims or certifications, says Stewart. Without a deep understanding of sustainability practices, guests may not question or recognise greenwashing.
Lee says the hotel industry will likely change significantly over the next decade thanks to rising consumer awareness, stricter regulations and increased competition. Hotels that embrace authentic and transparent sustainability strategies will prosper while those relying on greenwashing may encounter serious challenges.
“This evolution will foster a more sustainable and accountable hotel industry, benefiting consumers, businesses and the environment,” he says.
Related: Why Australian Hotels Are Buying Bees in the Name of Sustainability
Related: Sustainable Travel Is Achievable, But You Have to Do Your Research
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