With growing environmental consciousness, sustainability has become a significant factor for travellers. Aside from lifestyle changes, they seek accommodations that align with their values, leading many hotels to promote themselves as eco-friendly. However, not all these claims are genuine.
Enter the phenomenon of “greenwashing” — where businesses misleadingly portray themselves as environmentally responsible. It’s particularly prevalent in the hospitality industry, and discerning the real from the greenwashed can be challenging.
What is Greenwashing?
Greenwashing is the practice of making false or misleading claims about the environmental benefits of a product, service, or practice. In the context of hotels, it can involve overstating the extent of eco-friendly practices, using vague language, or presenting minimal efforts as substantial sustainability initiatives.
Why Does Greenwashing Occur in Hotels?
Hotels have recognized that a growing number of travelers prefer environmentally responsible accommodations. As a result, some establishments might exaggerate or fabricate their green credentials to attract these guests. This can be more cost-effective than implementing genuine sustainable practices, which require significant investment and commitment.
Signs of Greenwashing in Hotels
Let’s unravel the greenwashing tactics and equip you to identify truly sustainable hotels.
- Overemphasis on Towel and Linen Programs: While programs encouraging guests to reuse towels and linens are beneficial, they are a minimal effort compared to comprehensive sustainability practices. If a hotel heavily promotes these programs as a primary eco-friendly feature, it might be a case of greenwashing.
- Vague Claims: Be wary of hotels that use broad, non-specific terms like “eco-friendly,” “green,” or “sustainable” without providing detailed explanations or evidence. Authentic green hotels typically share specific practices and achievements, such as energy savings, water conservation, or waste reduction metrics.
- Lack of Certifications: Reputable eco-friendly hotels often have certifications from recognized organizations like LEED, Green Key, or EarthCheck. These certifications require compliance with rigorous standards and periodic audits. A lack of such certifications, especially when green claims are prominent, can be a red flag.
- Inconsistent Practices: An eco-friendly hotel should implement sustainable practices across all areas of its operation. Inconsistencies, such as using single-use plastics while promoting energy-efficient lighting, suggest a lack of genuine commitment to sustainability.
- Focus on Aesthetics Over Substance: Some hotels may emphasize natural décor or a “green” aesthetic without actual eco-friendly practices. For instance, using plants and natural materials in design does not necessarily equate to sustainable operations.
How to Spot the Real Eco-Warriors
Identifying genuinely eco-friendly hotels requires a discerning eye and a bit of research. Here are some detailed factors to consider when evaluating the sustainability claims of a hotel:
1. Transparency and Specificity
Genuine eco-friendly hotels provide comprehensive information about their environmental practices.
- Detailed Information: This includes specific details on how they conserve water, reduce waste, manage energy consumption, and minimize their carbon footprint. They may outline initiatives such as rainwater harvesting, greywater recycling systems, or the use of biodegradable cleaning products.
- Clear Metrics and Goals: Look for hotels that share measurable outcomes and set clear sustainability goals. For example, they might report on the percentage of waste they recycle, the amount of energy saved through efficiency upgrades, or reductions in water usage over time.
This hotel in Killarney Ireland, for instance, proudly shares its Silver accreditation from Green Tourism. This prestigious certification recognizes the hotel’s commitment to sustainability and environmental practices. Their website also shows their proactive sustainability measures, including bike use, rainwater tanks, energy-efficient appliances, and recycling practices.
2. Third-Party Certifications
Certifications are strong indicators of a hotel’s commitment to sustainability. They cover various aspects, including energy efficiency, water conservation, waste management, and usage of sustainable materials.
Look for certifications from recognized organizations such as LEED (Leadership in Energy and Environmental Design), Green Key, EarthCheck, or Green Globe. These certifications require adherence to stringent environmental standards and regular audits to ensure ongoing compliance.
3. Comprehensive Sustainability Policies
- Energy and Water Efficiency: Genuine eco-friendly hotels invest in energy-efficient lighting, heating, and cooling systems. They often use renewable energy sources, such as solar or wind power, and employ technologies like smart thermostats and energy-efficient appliances.
- Waste Reduction: These hotels have robust waste management practices, including comprehensive recycling programs, composting organic waste, and minimizing single-use plastics. They often use refillable dispensers for toiletries and encourage guests to reduce waste.
- Sustainable Sourcing: Real eco-friendly hotels prioritize local and sustainable sourcing. This includes using locally sourced, organic, and seasonal foods in their restaurants, and choosing suppliers who adhere to environmental and ethical standards. They may also use sustainable materials in construction and furnishings.
4. Engagement with Local Communities
Genuine eco-friendly hotels often engage with and support local communities and the economy. This includes employing local staff, supporting local artisans and businesses, and participating in community development initiatives.
Many eco-friendly hotels also engage in or support local conservation efforts, such as wildlife protection or habitat restoration. They might also offer educational programs or cultural tours that promote local heritage and environmental awareness.
5. Guest Education and Participation
Genuine eco-friendly hotels educate guests about their sustainability practices and encourage participation. This might include information on how guests can help reduce water and energy use during their stay or participate in on-site recycling programs.
They also boast eco-friendly amenities that go beyond aesthetics. These include bicycles for guest use, electric vehicle charging stations, and shuttle services to reduce carbon emissions. They might also offer eco-friendly products in guest rooms, such as organic toiletries, reusable water bottles, and fair-trade snacks.
6. Community and Environmental Impact Reports
Some hotels publish annual sustainability reports detailing their environmental impact, improvements made, and future goals. These reports provide transparency and accountability, showcasing the hotel’s genuine commitment to continuous improvement in sustainability.
In addition, look for independent reviews or assessments by sustainability experts, travel bloggers, or reputable travel platforms. Feedback from previous guests can also provide insights into the hotel’s practices and how they align with its green claims.
In a nutshell…
As awareness of environmental issues grows, more travelers seek out eco-friendly accommodations. However, the rise of greenwashing makes it essential to critically evaluate hotels’ claims. By being a discerning traveler, you can contribute to promoting genuine eco-friendly practices in the hospitality industry. Choose hotels that align with your values and demand transparency. Your choices can make a difference.
Author Bio: Carmina Natividad is a travel and lifestyle writer. Aside from taking vibrant street photos, you can find her writing articles about travel, food, and lifestyle. To learn more about hotels and travel blogs, you may visit Cahernane House Hotel Killarney.
