Amidst growing concerns about environmental impact, the travel industry faces scrutiny for greenwashing—misleading consumers with claims of sustainability.
Despite rising awareness, discerning genuine eco-conscious practices remains challenging. Unveiling the truth behind ‘green’ labels and offering tips to identify truly responsible travel companies, this article navigates the murky waters of eco-tourism.
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Greenwashing in Travel: Deciphering Fact from Fiction
Travel destroys the ozone layer, pollutes ecosystems and consumes precious natural resources. Most of you already know that most travel is not eco-friendly. But is the travel industry aware of this?
According to a Booking.com poll from 2023, 74% of travellers think individuals must “act now” and make more sustainable decisions to save the environment for future generations. Compared to the previous year, it was 66%. However, hotels still act as though eliminating single-use soaps and procuring food locally will reverse climate change.
Additionally, even though travellers are experiencing the effects of climate change, airlines often make ridiculous claims that they are “sustainable.”
“This can’t just be an impressive-looking target on a reusable water bottle,” said Kathleen Hetrick, a contributor to the book “The Regenerative Materials Movement” and sustainability engineer at Buro Happold. “There needs to be intention behind this, and certainly measurable action.”
That’s quite an elegant way of stating, “Enough is enough. No more greenwashing.”
What is Greenwashing?
Greenwashing is a harmful technique in the tourism industry that makes customers feel they are supporting environmentally sustainable travel; in fact, the opposite is often the case.
Last fall, a consumer group sued Austrian Airlines, claiming the airline advertised carbon-neutral flights using only sustainable aviation fuel. Austrian Airlines lost this case. The lower court said that these advertisements were misleading.
The UK’s Advertising Standards Authority ruled in December that ads produced by Etihad, Lufthansa and Air France promised passengers that they would “fly more sustainably” and that they were “committed to protecting the environment.” Authorities declared the ads false and misleading, highlighting the fact that air travel produces high levels of pollutants in addition to carbon dioxide.
The Hotel del Coronado in San Diego County, a resort that had received several environmental honours, was one of the largest examples of greenwashing in recent years. Activists discovered that the resort was capturing and killing wildlife, including skunks and possums.
And the thing is, it’s really hard to identify greenwashing by an airline or hotel. It is not as if any resort is patrolled by environmental police officers. You won’t be able to tell that your resort has made blatantly misleading statements about how much it loves the environment.
How do you determine if a travel business truly values the environment?
There’s no such thing as a green vacation; let’s face it. No matter what, you will leave a carbon footprint. But it could be quite a green trip. Here are some questions to ask:
Is it a B Corp?
Businesses that meet the strict standards set by the nonprofit B Lab are known as B Corps. They cover the needs of the community, environment, workers, customers and government.
You can also find directories of these progressive companies online. In this, you will see some well-known brands, like Intrepid Travel. But at least for now, you won’t see the names of any significant hotel chains, car rental agencies or airlines.
Does the company have any other environmental certifications?
Green Key, LEED and WELL third-party certifications are signs that a travel company takes environmental responsibility seriously.
Additionally, transportation companies can provide verifiable offsets from groups like the Gold Standard Foundation or TerraPass. Although these certifications do not guarantee that a company is green, they are a good start towards the environment.
What is the company saying to everyone?
Don’t just accept a company’s claims of being green. Pay attention to what it says. If you see photos of bikini models lounging by the pool or ads for online deals on its website or Instagram feed, it’s probably a shade of fake green.
Julia Carter, founder of Craft Travel, said that a company’s social media approach generally reflects its current vision and ambitions. If you see posts related to conservation and sustainability, that might be a good sign.
How deep is its commitment to the environment?
Look for a trustworthy report on sustainability from a travel company. For example, Travel Corporation releases an annual impact report outlining its achievements in relation to the 11 sustainability goals developed by the United Nations.
Additionally, many cruise companies release comprehensive reports that let you evaluate their environmental commitment against several objective benchmarks. For example, Carnival Corporation displays which goals it has achieved and which ones it is currently working on.
Looking for a green vacation? Be skeptical
The tourism industry makes many absurd environmental claims, most of which are unfounded. The colour of your cash is only green, which means a lot to them.
But, as someone who travels frequently, I know two things that are true every time: First, money always comes before the environment, no matter what the tourism industry says. To put it another way, if given a choice between helping the environment and making money, money always wins.
Second, travellers often exaggerate their desires. They convey to polluters their strong desire to change the world and their concern for the environment. After that, they make a U-turn and book the lowest-priced hotel room they can get. Is it LEED-certified? Who cares! He chose the cheapest airline. Is biofuel used in it? It does not matter!
As a result, there is now a situation where tourists pretend to want a green holiday, and the tourism industry pretends to provide it.
In the meantime, if you’re planning a green vacation, you might want to rethink your plans. Whatever way you choose to get there, travel has an impact on the environment. If you want to be completely eco-friendly, then stay at home. 🤣
Elliot’s tips for spotting a travel company that is greenwashing
It’s hard to overstate it, but there’s a hint of artificial green in practically everything in the tourism business. Here’s how to spot the biggest offenders and avoid them:
See sleight of hand:
Some companies undertake environmentally beneficial initiatives that have no connection to their major environmental impacts. For example, an airline may promote a small recycling program but fail to address its huge carbon footprint.
Beware of excessive focus on one program:
Justin Smith, owner of The Evolved Traveler, said greenwashing companies often ignore the bigger picture by focusing on a single initiative.
They suggest that hotels that promote single-use plastics or utensils may be missing opportunities to create sustainable products while supporting local communities, indicating a lack of real commitment to sustainability.
Watch for vagueness and buzzwords:
Hotels that claim to be green or ecolodge should be checked, as these terms are often vague and unverifiable. Shannon Guihan, head of The Travel Corporation’s non-profit TradeRight Foundation, warns that vague claims could spell trouble because they may not align with nature-based solutions to the climate crisis.
Conclusion
In an era of heightened environmental consciousness, distinguishing genuine eco-friendly practices from greenwashing tactics is paramount. With consumers demanding transparency and accountability, the travel industry must prioritize meaningful sustainability efforts.
By empowering travellers with knowledge, we can foster a truly greener future for tourism, one mindful journey at a time.
What is greenwashing tourism?
Greenwashing is the practice of promoting an organization, product, or service as environmentally friendly, sustainable, or eco-friendly when it is not.
What is an example of greenwashing in hospitality?
Making vague or unproven claims about a hotel’s environmental practices through the use of eco-friendly marketing terms such as “green” or “sustainable” without any actual environmental initiatives is another common greenwashing practice.
What is an example of greenwashing?
The plastic packages containing new shower curtains are labelled “recyclable.” It is not clear whether the package or the shower curtain are recyclable. In any case, the label is misleading if any part of the package or its contents, other than small components, cannot be recycled.
