Greenwashing is rampant in the travel industry. It’s when a hotel, resort, or outfitter gives a false impression that they’re making an effort to be more ecological than they actually are. The terms “eco-friendly” and “green,” for example, mean nothing specific.
According to Geonode, some companies focus on one good effort while ignoring all the areas in which they’re having a negative impact on the environment.
In the U.S., guidelines vary depending on the state. The FTC currently has a Green Guide, and the SEC has proposed disclosure requirements. But with our current administration, it’s hard to say what will happen. In Europe, the Corporate Sustainability Reporting Directive (CSRD) requires that large companies disclose their environmental data. You can check to see if there are regulations in the country you plan to visit.
How to Spot Greenwashing
Violations: Check to make sure the travel company you want to use hasn’t had environmental violations. If it has had several, its green messaging is probably false or at least exaggerated.
Certifications: Sometimes, companies claim to have certifications that don’t really mean anything. Look up any claims to make sure they’re legit. Trusted certifications include LEED, Energy Star, and GOTS.
Energy sources and waste practices: Check to see what properties are using for energy. They might call themselves “sustainable” but still use diesel generators. Are they pumping wastewater into local waterways and contaminating them? Ask if they actually avoid washing towels and linens every day or just give you the option and wash everything daily anyway.
Composting and recycling: Try to find out if businesses actually recycle and compost.
Animals: I’ll admit that I have fallen prey to poor animal practices while traveling. The riding of elephants in places like Thailand, for example, isn’t good for them. Watch out for chained or caged animals. Swimming with dolphins is also now considered unsafe for them.
Cultural experiences: I have been duped by these kinds of scams while traveling, too. I once visited a place in South Africa that had relocated many Bushpeople who had been kicked out of the Kalahari Desert. Their kids were being schooled there, which was good, but they were dressed like westerners, while the adults were put in traditional dress and gave us a performance without making it clear that’s what it was. it didn’t feel authentic, and the place felt quite exploitative.
So read reviews carefully, and ask questions about cultural experiences. There’s nothing necessarily wrong with a traditional dance program that’s more indicative of the past than the present, but are the locals being exploited? It may not be easy to find out, but do your best.
Carbon neutrality: This is another claim that many companies make that may or may not be true. There’s no global agreement as to what “carbon neutrality” actually means, so it’s easy for marketers to use it in a misleading way.
To try to avoid dealing with greenwashing, research companies carefully, and verify their claims by reading reviews and asking them direct questions. For example, Sustainabletravel.org says, “One of the most common indicators of greenwashing is the use of misleading or suggestive visuals. This can include green color palettes or images of trees or natural environments without context or evidence to support their claims.”
To combat that, you might look for photos taken by guests rather than the property’s marketing team. Do they look the same, or do the marketing images look so much better that they give you pause?
According to Sustainabietravel.org, “True eco-hotels integrate comprehensive practices throughout their operations to minimize environmental impact. This includes using renewable energy sources, sustainably sourcing building materials, incorporating energy-efficient design principles and technologies, reducing and properly disposing of waste, installing water conservation systems, and preserving surrounding habitats.”
Quantis’s Guidelines for credible, science-driven environmental footprint claims help companies in all industries comply with existing standards. Besides the other sources listed here, check with World Animal Protection and Sustainable Travel International before you book your trip.
Melanie Votaw is the Publisher and Executive Travel Writer of LuxuryWeb Magazine. She has visited more than 50 countries on 6 continents and written for such magazines as Executive Travel, Just Luxe, Business Insider, South China Morning Post, Travel Mindset, and more. She is a member of the International Food, Wine & Travel Writers Association, New York Travel Writers Association, and International Travel Writers Alliance. Melanie's photography has won awards, and she has also written 43 nonfiction books as either the author or ghostwriter.
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