Have you ever walked into a hotel lobby, and spotted a giant “We Care About the Planet” sign, only to be handed a plastic water bottle five minutes later? Yep, that’s greenwashing, where businesses wear the eco-friendly badge but behind the scenes, it’s business as usual. Now, this is just one example, but when it comes to sustainability in the hospitality industry, well, a lot of stuff seems to be up in the air.
For the most part, the travel and hospitality industry loves a bit of eco-fluff. For example, from “sustainable” room service menus to “eco-friendly” towel reuse cards, it’s easy to spot the feel-good marketing. Okay, but what’s the problem? Well, guests are catching on fast, and nothing kills trust quicker than preaching green while throwing away half the buffet.
If you read reviews for hotels, a good chunk of hotels won’t change bedding or give new towels and it’s stated it’s due to sustainability reasons. Sure, it might be true (for some), but for other hotels, it’s just a cheap trick to greenwash and save some money.
There’s a Lot of Tricks the Hospitality Industry is Pulling
One was mentioned above, but there’s another. But yeah, it’s not all evil masterminds in suits, but some of the tricks are straight out of the greenwashing playbook. There’s the resort boasting about “reducing waste” while serving drinks with plastic stirrers. Or the hotel that “supports local” but sources its seafood from the other side of the planet.
And there’s always the classic: the “please reuse your towels to help the environment” note, meanwhile, lights and air conditioning stay blasting in unoccupied rooms 24/7. Sure, it’s easy to slap a green sticker on things and hope no one asks too many questions. But modern travelers aren’t stupid.
How to Actually Be Eco-Friendly
What’s actually, the secret? Stop faking it. Start making actual changes. Seriously, there’s no need for vague promises like “striving to be more sustainable.” Instead, just get specific. Show guests the farm where the produce is grown, the renewable energy that powers the spa, or the food waste program that’s cutting landfill contributions in half.
Actually, guests don’t need an Oscar-worthy green marketing campaign. They want real actions, and it’s simple too, like composting scraps, switching to refillable toiletries, ditching plastic where possible, and making sure suppliers are as committed as the hotel says it is.
But it might even help to look into resources like the waste industry glossary, since this can help hospitality pros decode the real meaning behind terms, especially when it comes to having team meetings about making serious changes.
Your Guests are Onto You
It was mentioned subtly earlier, but yeah, these days, guests are part-time detectives. They’re checking sustainability claims before booking and calling out the dodgy ones after check-out. Actually, social media loves a viral “eco-friendly hotel” fail, and guests are more than ready to spill the tea if something doesn’t add up.
Now sure, no one’s expecting perfection, but they are expecting honesty. Being upfront about what’s working and what’s still in progress builds trust faster than any greenwashing campaign ever could. It also means guests feel like they’re part of the journey, rather than part of the problem.
