Depending on how carefully you assess hotels and other accommodation needed for your next trip, wherever that may be, you may or may not find information on a property’s sustainability agenda.
More likely though, you’ll see it at some point during any online booking process. Whether it’s some simple advisories, requirements, direct marketing or even something you’ll be charged for, accommodation operators understand the need to be green, or to appear green.
According to some 32,000 responses from Booking.com 2025 Travel and Sustainability Report, 93% said they would make sustainable choices when deciding on their hotels needed. Sustainability is now more about staying relevant and in business than simply wanting to do the right thing.
More and more hotels are becoming certified by independent assessment bodies as meeting a high sustainability standard. It’s both good for the planet but also good for the bottom line.
This information glut is also leading to some operators going a little overboard. Whether they’re aiming high but falling short in their quest for greener operations or wildly and unashamedly embellishing and inflating their performance, travellers can easily get caught up in ‘greenwashing’ – a term coined to reflect primarily the latter but also a dash of both. It can easily get overwhelming.
According to a study published in the Journal of Vacation Marketing by Griffith University and Sydney’s UTS, a series of focus groups found many travellers are naturally sceptical of the claims made by hotels.
Instead, many view tangible actions they can see or be involved in as a key sign hotels are making a difference. Simple actions such as turning off the air-conditioning or getting rooms cleaned occasionally instead of daily as much more important actions a hotel can do.
Some guests felt hotels were wanting them to do the work, such as by sorting and disposing of rubbish and recycling separately or reusing towels.
“They had signs all over the place, and for me, it felt like they were trying too hard and making it seem better than it actually was,” one focus group participant said.
“Hotels talk a lot about being green, but to me, it feels more like branding than real action.”
While consumers expressed doubt about some sustainability claims, many study participants said if a hotel’s green claims are verified, guests feel empowered in choosing and supporting their efforts. Some may even be willing to pay more for their stay.
That said, it seems there are a multitude of businesses claiming to be “independent certifiers”, so there are certain things that travellers can look out for when booking their hotels to ensure they are not being taken for a greenwashing ride.
Educating yourself about broader sustainability practices and knowing what to look for can help you have a better stay, apply subtle pressure to hotels to match your green values and support those who are going the extra mile and not just putting up another sign.