Sustainability Certifications: What do they Really Mean for the Travel Industry?

As sustainability becomes a non-negotiable priority, particularly within the travel and tourism industry, many businesses are seeking sustainability certifications to demonstrate their commitment to reducing environmental impacts. But with so many certifications available, what do they really mean for the industry, and how can businesses ensure they are adhering to the most reputable standards?

The Rise of Sustainability in Travel

In recent years, the travel industry has faced immense pressure to reform its practices. The sector is responsible for approximately 8% of global carbon emissions, and as travel increases post-pandemic, the urgency to adopt more sustainable practices has become clear. Destinations, hotels, tour operators, and airlines have all started taking steps towards sustainability, and certifications have emerged as one key method for validating these efforts.

According to the World Economic Forum, post-COVID trends have accelerated the demand for sustainable travel, with companies setting new sustainability targets to meet the growing expectations from regulators, governments, and customers. The rise in consumer awareness has led to a shift, with more travelers opting for environmentally conscious travel choices and businesses seeking to showcase their commitment through sustainability certifications.

Key Certifications in the Travel Industry

There are several sustainability certifications that are recognized globally, with varying degrees of rigor and standards. Understanding the differences between these certifications can help businesses in the travel industry make informed choices.

1. Global Sustainable Tourism Council (GSTC): While they don’t directly certify organizations (using accredited certifying bodies to carry out audits), the GSTC sets a global standard for sustainable travel and tourism. Their criteria focuses on four main pillars: effective sustainability planning, maximizing social and economic benefits for local communities, enhancing cultural heritage, and reducing environmental impact. The GSTC certification is considered one of the most rigorous and trusted standards in the industry.

2. Green Key: Often seen in the hotel and accommodations sector, Green Key is an international certification program that promotes sustainable business practices in the tourism industry. Hotels with Green Key certification must meet strict criteria related to water conservation, waste management, and energy efficiency. Many businesses, from small boutique hotels to large chains, have adopted Green Key as a way to highlight their sustainable efforts.

3. B Corp Certification: While not travel-specific, B Corp certification is a global designation awarded to companies that meet high standards of social and environmental performance, transparency, and accountability. Several companies in the travel sector, such as Intrepid Travel, have achieved B Corp certification, underscoring their commitment to not just reducing environmental impacts but also positively affecting the communities they engage with.

4. EarthCheck: Particularly prominent in the Asia-Pacific region, EarthCheck focuses on scientific benchmarking, certification, and advisory services for travel and tourism businesses. It is designed to help tourism organizations and destinations achieve sustainability goals while providing an evidence-based approach to improvement.

5. Travelife: Specifically designed for tour operators and travel agents, Travelife is a leading international certification that focuses on environmental and social sustainability. Businesses certified by Travelife must comply with criteria ranging from biodiversity conservation to labor conditions and local community benefits.

Why Certifications Matter

Sustainability certifications go beyond being just a marketing tool. They act as a credible signal that a company is committed to reducing its environmental footprint, improving social responsibility, and being accountable for its sustainability claims. For travel businesses, certifications help distinguish genuine sustainability efforts from greenwashing—where companies falsely present themselves as environmentally responsible to attract customers.

The demand for certifications is also driven by the consumer's desire to make ethical choices. According to a 2022 report by Accenture and the World Economic Forum, more than 60% of travelers are willing to pay more for sustainable travel products, provided they can verify the sustainability claims made by businesses.

The Threat of Greenwashing

As sustainability becomes more popular, there is also a rising concern about greenwashing. Greenwashing involves companies overstating or fabricating their environmental and social impact in an attempt to appeal to eco-conscious consumers. Unfortunately, the travel industry is not immune to this issue.

Experts warn that businesses need to engage in deep, systemic change rather than adopting surface-level sustainability claims. As Gavin Bate, founder of Adventure Alternative, suggests, “Tourism has not yet caught up with the changing times,” referring to the industry’s lag in addressing pressing climate issues.

Companies that engage in greenwashing risk damaging their reputation as consumers become more discerning and governments implement stricter regulations. With international agreements such as the Paris Agreement calling for a 50% reduction in carbon emissions by 2030, businesses need to step up their sustainability efforts beyond mere compliance.

New Regulations on the Horizon

Looking forward, the travel industry can expect stricter sustainability regulations. In particular, the European Union is introducing its Corporate Sustainability Reporting Directive (CSRD), which will require large companies, including those in the travel sector, to publicly disclose detailed information on how they manage social and environmental challenges. This legislation will set new expectations for transparency and accountability, pushing businesses to adopt more robust sustainability practices.

Additionally, the Global Biodiversity Framework, often referred to as the “Paris Agreement for Nature,” seeks to protect 30% of the world’s lands and oceans by 2030. This framework is expected to have a profound impact on the tourism industry, especially for nature-based and coastal tourism operators, who will need to align their practices with biodiversity goals.

Conclusion: Navigating the Certification Landscape

For travel companies, choosing the right sustainability certification can be a complex process. Certifications such as GSTC, Green Key, and EarthCheck provide a structured pathway for businesses to verify their environmental efforts, reduce their carbon footprint, and increase social impact. However, it’s important that businesses go beyond ticking the box and engage in real, systemic change.

As the world moves towards more stringent environmental regulations, the travel industry will have to adjust quickly. Sustainability certifications offer a valuable tool in navigating this transition, ensuring that businesses not only meet regulatory requirements but also contribute positively to the communities and environments they touch. The path forward lies in greater transparency, collaboration, and a long-term commitment to sustainability.

Sources:

• World Economic Forum, "How to Create the Sustainable Travel Products Customers Want"​(World Economic Forum).

• Global Destination Sustainability Movement, 2023 Reports​ (Global DSM).

• Sustainability Leaders, "Sustainable Tourism Trends and Priorities 2023"​ (Sustainability Leaders United).