A Traveler's Checklist for Spotting Greenwashing

Beyond pools, spas, and seven-course meals, hotels are using a new marketing tool to woo travelers: sustainability claims. Holiday brochures are full of terms like “eco-luxury”, “sustainable”, “nature-friendly”, and “earth-centric”.

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Airlines do it too with phrases like “sustainable travel” and “carbon-neutral”. A European Commission report found that many of these green claims are vague, misleading, or unfounded. In short, much of the travel industry is greenwashing.

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What Greenwashing in Travel Looks Like

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Almost every hotel asks you to reuse towels, but the staff often replaces them anyway. Same with A/C. You switch it off when you leave and return to find housekeeping has turned it back on. Waste segregation bins look good, but the waste often ends up in the same landfill.

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Then come bigger issues like off-the-grid hotels running diesel generators instead of solar, untreated water pumped into nearby rivers, man-made lagoons built to look natural, and rustic interiors built from wood and stone with no clarity on sourcing.

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Airlines often downplay their actual emissions and rely on cheap, unverified offsets like poorly planned tree-planting projects, instead of cutting emissions at the source.

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How to Spot Greenwashing Before You Book Your Travel

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Check the Certifications

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Many eco-labels skip third-party verification. Trust certifications like:

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• Green Key: verifies energy, water, waste, and operations.
• Travelife: covers environmental impact, labor conditions, and community impact.
• Green Globe: audited standards across operations and supply chains.
• EarthCheck: science-backed benchmarking for tourism operators.
• Biosphere: aligned with the UN Sustainable Development Goals.
• GSTC-recognized labels: meet the Global Sustainable Tourism Council’s criteria.

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For beaches, marinas, and dive operators, look for Blue Flag and Green Fins.

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Search the Website for Specifics

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Search the property’s site. Look for numbers, dates, and audited data. Terms like “kWh of solar installed”, “% of waste diverted”, “greywater system”, “local suppliers”, or a named certification are good signs. If all you find are green color palettes or images of trees, look for other options.

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Call the Property and Ask Direct Questions

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A five-minute call tells you more than a brochure. Try these:

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• What % of your energy comes from renewables on-site?
• How do you treat and dispose of wastewater?
• Where does segregated waste actually go, and who picks it up?
• Are toiletries refillable or single-use?
• Which sustainability certification do you hold, and when was it last audited?

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If the person can’t answer or redirects you to marketing copy, you might want to consider other properties.

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Greenwashing thrives when we don’t ask questions. The more specific your questions, the harder it is to fake the answers.

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