"Green" holidays without cheating: tips for tourists
Experts have explained how to spot greenwashing when travelling.
More and more travellers are trying to choose environmentally responsible holiday options. According to surveys, around 93% of travellers are willing to consider sustainability when planning trips. In response to this demand, hotels are increasingly labelling themselves as 'green', 'eco-friendly' and 'sustainable'. However, loud claims are not always followed by real action, reports The Conversation.
Experts warn that some of these promises are an example of greenwashing, when eco-friendliness is used as a marketing ploy.
When "eco" is just a word
Greenwashing occurs when companies claim to care about the environment but don't back it up with real and measurable actions. In a study published in the Journal of Vacation Marketing, the authors examined how travellers perceive hotels' environmental promises.
It turned out that many guests were sceptical. Simple measures, such as requests to change towels less often or turn off the air conditioning, are perceived as insignificant and more about saving money than protecting the environment. Study participants noted that such initiatives shift responsibility to customers without addressing systemic issues such as food waste, cleaning chemicals or energy consumption.
Excessive green slogans and signage were also distrusted, with travellers perceiving them as a branding element rather than evidence of real change.
What boosts guest trust
At the same time, the study showed that trust increases when hotels explain in detail what measures they are taking, provide specific data and talk openly about their restrictions. In such cases, guests are even willing to pay more for their stay.
In recent years, independent certification systems have emerged that assess the sustainability of hotels according to clear criteria. Such registers are not directly related to the tourism industry and require minimum standards.
What to look out for when booking
Experts advise travellers to consider several signs that help distinguish real environmental initiatives from greenwashing:
Independent certification. Reliable hotels list recognised third-party certifications such as EarthCheck or Green Key. Lack of verification information is cause for doubt.
Specifics instead of generalities. Numbers, timelines and clear measures are trustworthy. Language like "eco-friendly" or "planet-friendly" without explanation is too vague.
Match promises to reality. Guest testimonials, photos and personal observations should back up claims - for example, the availability of recycling or reusable hygiene products.
Who bears the brunt of the burden. If the entire "eco-friendliness" is reduced to guest requests, and there is no investment in energy efficiency and water conservation, this is a red flag.
Honesty about the limits of capacity. No hotel can be completely sustainable. Acknowledging challenges and outlining goals looks more convincing than "zero impact" statements.
Travellers can also influence the market by asking questions before booking, researching independent reviews and mentioning real-life practices in their post-trip comments.
Why it matters
As sustainable tourism becomes the norm, consumer awareness is key. Being able to recognise greenwashing helps support companies that are actually reducing environmental damage and reduces the effectiveness of empty 'green' promises.