STERNA

Who hasn’t dreamt of spending their holiday swimming in crystal blue lagoons, napping on soft sand, warm under the sun? Most of us have. This imagery is everywhere in travel marketing: it sells itself, and that is part of the problem.

While sustainability has become a priority for many travellers, the newfound prestige of “green” travel has also made greenwashing ubiquitous. It’s difficult to tell whether travellers are being sold a photograph or a reality.

Following a few simple steps, every consumer can spot common greenwashing pitfalls and identify honest, sustainable businesses. 

Seeing beyond the marketing tropes

Companies selling tourist experiences understand that travellers’ expectations have changed. A 2023 study by Booking.com recorded that 76% of respondents wanted to travel more sustainably, while other consumer studies from the likes of PwC have shown that over half of consumers are willing to pay more for sustainable options.

As a result, however, travellers have seen a rise in dishonest rhetoric. Companies eager to appeal to this market trend have falsely labelled and priced themselves at a sustainable premium. A company covering its branding in idyllic natural imagery, for example, is perhaps one of the most literal forms of greenwashing

While eco-messaging is often cornerstone of travel marketing, it’s by no means a sign of real commitment. After all, tourism markets the very thing it jeopardises.

Untouched, natural landscapes and authentic communities are both tourism’s greatest selling points and casualties. Think back to that idyllic lagoon. The more travellers in a beautiful destination, the more likely its natural habitats will be damaged and vital resources will be diverted from the local community.

Between buzzwords and certifications

The travel industry is undergoing what’s deemed a crisis of credibility. The Advertising Standards Authority found that approximately 67% of sustainability claims were unfounded, eroding consumer trust, and with it the industry’s reputation. 

The reliance on vague, suggestive language is a hallmark of greenwashing. Terms like “green”, “eco”, or “environmentally-friendly” have little to no scientific backing, and their use is not regulated.

A certificate, awarded by an independent third party, will convey a more credible claim. However, each has a different remit. The LEED, for instance, assesses construction, GreenKey internal operations, while Earthcheck and ISO cover different aspects of resource management. Beyond Green measures the impact businesses have on local ecosystems, while the SDG monitors community protection.

A single certificate is not a golden pass. Additionally, it should be judged on its quality:

• Who awarded it?
• What standard is the accreditation based on?
• Is it audited? And if so, how often?
• When does it expire?

It may be more difficult to find this information when it comes to smaller venues, compared to large, international chains. However, the tools are improving. Booking.com, for instance, now allows users to filter searches by listings with third-party certifications, prioritising those over self-awarded “green” labels.

Examining carbon neutrality claims

Another term frequently reference when it comes to sustainability claims is carbon neutrality. At its simplest, it should be made up of two components: decarbonisation and offsetting unavoidable emissions. However, it’s one of the most misused terms in marketing.

While offsets can be an important part of any business’s carbon strategy, over-reliance on these projects should be taken as a red flag. 

Carbon offsets demand the least commitment, responsibility, and change to internal operations, generating the smallest long-term impact. Greenwashing initiatives will often only cite investing in out-of-house offsets. And with no other plan of action, their carbon strategy is rendered a tool to satisfy public scrutiny.

Another issue that’s often overlooked is the fact that various offset projects, namely reforestation initiatives, have been proven to be mismanaged and lacking scientific backing. Many end up further harming local biodiversity and environmental health.

When examining different venues’ or airlines’ carbon strategies, its best to look for plans that detail both decarbonisation and offset initiatives. Additionally, an overreliance on customers to fulfil the company’s sustainable goals is another thing to be aware of. Offloading to the consumer is another form of greenwashing that requires minimal commitment and generates minimal impact. 

Travel more responsibly by choosing the right providers

A truly committed business will have real data to share with its potential customers. Statistics, key achievements, dates, partners, and third-party auditors are valuable indicators of their dedication and progress. 

Vetting businesses may at times feel overwhelming, but the process should become easier as regulators crack down on dishonest business practices. In 2024, for instance, the EU added “vague, misleading or unfounded environmental claims” to its list of unfair practices. This year, they have banned carbon-neutral claims based on offsets.

True sustainability is a long-term process. A company that’s transparent about its achievements and admits where faults remain is committed and infinitely more trustworthy than another that dresses itself in shiny green jargon.

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