A new study, published in Hospitality and Tourism Management, surveyed over 800 British and German travellers to understand their expectations when it comes to hotel sustainability practices. The study highlights a critical challenge: while sustainability matters to guests, the way hotels communicate their efforts can significantly impact trust.
The Numbers Tell a Story
A closer look at the data reveals widespread scepticism among travellers when it comes to hotel sustainability claims:
These statistics underscore a growing challenge for hotels: guests are increasingly aware of sustainability issues but remain wary of misleading or exaggerated claims.
The Paradox of Information
The research exposes an interesting contradiction. As hotels strive for transparency in their sustainability efforts, they risk overwhelming guests with information. The study found that nearly half of respondents (46.7%) struggled to interpret the sustainability information presented to them, while 40.7% felt it didn’t meet their needs.
This resonates strongly with what we’ve seen at ECOsmart. Our approach has always been about verified, meaningful sustainability actions rather than an extensive list of unsubstantiated claims.
Guest Expectations vs. Reality
The study also sheds light on guest expectations versus reality:
However, when hotels attempt to communicate too many initiatives at once, they risk triggering scepticism rather than building trust. Guests don’t just want to hear about sustainability, they want to see it in action in ways that are relevant and impactful.
The Path Forward
The research confirms that effective sustainability communications need to:
- Focus on verified, impactful initiatives. Avoid generic statements and instead highlight real, measurable sustainability efforts.
- Highlight practices that enhance guest experience. Show how sustainability efforts improve comfort, convenience, and overall guest satisfaction.
- Avoid overwhelming customers with too much information. Keep messaging clear, concise, and targeted.
- Demonstrate genuine commitment rather than just compliance. It’s key that guests can recognise transparency and credibility when sustainability is a true business value.
- Use third-party certification. Independent validation adds credibility and reassures guests that claims are legitimate.
- Use storytelling. Instead of listing initiatives, share compelling stories that illustrate real-world impact.
- Engage guests in sustainability efforts. Offering opportunities for guests to participate, whether through carbon offset programs, water conservation initiatives, or sustainable dining choices, can enhance their experience and reinforce trust.
How ECOsmart Can Help
This research validates our ECOsmart certification approach. We emphasise:
- Third-party verification to ensure that sustainability claims are backed by data and independent assessments.
- Actionable sustainability initiatives that provide tangible benefits to both the hotel and its guests.
- Clear and effective communication strategies that help businesses convey their green efforts without overwhelming or misleading customers.
It’s not about listing as many sustainability practices as possible—it’s about implementing and communicating the ones that truly matter. Through transparent and meaningful sustainability actions, hotels can build trust, enhance guest experiences, and drive real change in the industry.
Start the conversation with us today – contact@greengage.solutions
