Today, an increasing number of tourist destinations and companies are highlighting their ‘green’ side, offering attractive ecological labels and sustainable practices. However, behind the shiny marketing slogans often lies a practice known as ‘greenwashing’ – the manipulation of public opinion through false or exaggerated claims of environmental consciousness.
Considering the omnipresent environmental problems, policy fluctuations, and consequences, it is logical that greenwashing emerges in all economic sectors, including tourism.
In this article, we uncover how, behind the facade of the ‘green’ tourism industry, often lurk practices that are anything but environmentally acceptable.
Greenwashing in tourism
Environmentally friendly lifestyle and business have become a sort of trend among consumers and service providers. Tourists and travelers, following trends, create demand for a certain type of service. That, consequently, affects tourism professionals who, for economic reasons, adapt their services. Therefore, today we have a flood of eco-friendly products, various ‘green certificates’ and reward systems for loyal ‘environmentally conscious consumers’.
By using greenwashing techniques, service providers convince customers that by purchasing their products and services, they are contributing to environmental protection. Tourism advertisements are filled with trendy words like ‘eco-friendly,’ ‘sustainable,’ ‘nature-friendly,’ ‘natural,’ and so on, but are they all true?
The truth behind the ‘green’ promises of the tourism industry
In the following, we will explore examples of greenwashing in tourism, uncovering how some of the well-known tourism companies have used marketing tricks to portray themselves as environmentally conscious, while their practices are far from it.
Example in practice: Booking.com
The well-known online accommodation platform Booking.com had a program called ‘Travel Sustainable,’ within which certain accommodations were labeled as ‘sustainable’ at different levels. Accommodations meeting the platform’s sustainability criteria would receive green leaf icons on their profiles and be advertised to travelers as such.
The Dutch Authority for Consumers and Markets (ACM) considers this program misleading and not sufficiently clear what it means for a particular accommodation to be ‘sustainable’. Due to identified greenwashing, Booking.com removed the ‘Travel Sustainable’ program and introduced prioritizing accommodations with sustainability certificates from third parties.
It is important to note that hosts often promote their sustainability, which is already legally defined. For example, hotels sometimes emphasize being plastic-free because they do not have single-use plastic packaging, but single-use plastics are already banned by law in the European Union! Therefore, accommodation providers and restaurateurs who do not use single-use plastic are not doing anything additionally environmentally conscious; they are simply complying with the law.
Example in practice: KLM airline company
Royal Dutch Airlines (KLM) is the oldest airline in the world still operating, founded back in 1919. This company advertised its sustainable operations and led its clients to believe that the company operates environmentally friendly. KLM also introduced a ‘carbon offset’ strategy, deceiving its passengers into thinking that carbon emissions could be offset by supporting reforestation projects. Additionally, they misled people into thinking that the company contributes to the planet’s protection by purchasing small amounts of biofuel for aircraft propulsion.
Fossil Free Netherlands, a movement advocating for the reduction of fossil fuel use, and activists advocating for fossil fuel-free marketing, Reclame Fossielvrij 2022, sued KLM for greenwashing. This year, it was confirmed that the airline was guilty of deceptive marketing and the judge deemed their claims of adhering to the Paris Agreement unlawful.
This verdict marks a turning point in the approach to greenwashing and to the climate crisis. It is officially confirmed that false ‘green’ advertising is a harmful business strategy that creates misleading beliefs among clients and negatively impacts the wider public.
Example in practice: United Airlines
A collective consumer lawsuit has been filed against the American airline company United Airlines for deceiving customers. The basis of the lawsuit is precisely greenwashing, i.e., deceiving customers into believing that by paying more for their plane tickets, they are contributing to preventing climate change and protecting nature.
United Airlines claims that their operations are environmentally friendly and that they use biofuels. However, the plaintiffs argue that this company only uses one million gallons of biofuel, while it consumes a total of four billion gallons of fuel annually. Airlines often advertise their use of biofuels, but the truth is that this biofuel, whose environmental acceptability is also debatable, is mixed with conventional fossil fuels.
How to choose the right sustainable tourism services from the abundance of options?
Firstly, let’s raise our awareness as travelers. Let’s ask ourselves whether we truly want to travel sustainably or if we are just following trends.
Next, let’s analyze the options. An environmentally conscious traveler will not be swayed by colorful certificates of “sustainability” at facilities or images of “organic origin” at tourist trap locations. Keep in mind that greenwashing encompasses not only false claims but also those that are vague or insufficiently verified, such as in “green” certifications. Here are a few tips on what you, as tourists, can do to avoid falling into the trap of greenwashing:
- Explore services, products and providers.
- Find out which authority awards a specific “green” certificate, check the requirements needed to obtain a particular certificate and its authenticity.
- Ask service providers everything you want to know about their sustainability.
- When in Rome, do as the Romans do: buy locally and support the local community.
When booking accommodation, check the sustainability certificates, who awards them and what the criteria are for obtaining the certificates. An example of a quality sustainability certificate for accommodation facilities is the Dalmatia Green certificate. This certificate distinguishes sustainable properties and enhances visibility among environmentally conscious guests.
For sustainability, education and future-proofing are most important. Therefore, Sunce is implementing the project ‘Career for Green, Digital, and Sustainable Tourism‘. Project involves educating students, pupils and tourism professionals with a focus on the zero-waste principle, Dalmatia Green certificate and digitalization.
Service providers in tourism industry need to look at the bigger picture
Hosts and restaurateurs are often the target of criticism and are caught in the crossfire of various market and trend fluctuations. To remain competitive in the market, they adapt to demand. But where is the limit to adaptation and is it worth embellishing the real situation a bit?
From the examples mentioned above, we have seen that greenwashing is noticed sooner or later, which can result in a decline in profits and loss of guest trust. Therefore, as a service provider in tourism, you must look at the bigger picture and plan for the long term. Be genuinely sustainable and environmentally conscious and convey this to your guests. Also, keep in mind that ‘sustainability’ doesn’t just mean recycling, renewable energy sources and other ‘green’ practices. Sustainability also refers to the impact you have on the local community.
What can you, as a service provider, do:
- Certify your product with trustworthy authorities.
- Employ local workforce.
- Conscientiously use resources.
- Use locally sourced seasonal ingredients.
- Responsibly manage waste generated at your facility.
- Educate your employees about sustainability.
- Incorporate an ecological aspect into the experience you offer to tourists.
As a host, become a member of our Dalmatia Green community, adopt sustainable practices and attract more responsible guests. By joining our program, you can benefit from numerous discounts and advantages. Join us and support the development of sustainable tourism.