Travel consumes precious natural resources, pollutes the environment and punches a hole in the ozone layer. You probably already know that most vacations are not green. But does the travel industry know?
A 2023 study by Booking.com found that 74 percent of travellers believe people need to “act now” to make more sustainable choices to save the planet for future generations. That’s up from 66 percent the year before. Yet hotels continue to act like scrapping single-use soaps and sourcing their restaurant food locally will reverse climate change.
Airlines often make outrageous claims about being “sustainable,” even as travellers feel the effects of climate change.
It’s gone too far, say experts.
“It can’t just be an impressive-sounding goal on a reusable water bottle,” says Kathleen Hetrick, a sustainability engineer at the design firm Buro Happold and contributor to the book The Regenerative Materials Movement.” There needs to be intention—and, of course, measurable action behind it.”
That’s an excellent way of saying, “Enough is enough. No more greenwashing.”
What is greenwashing?
Greenwashing, or making exaggerated claims about your sustainability to attract visitors, is everywhere.
Last fall, Austrian Airlines lost a case brought against it by a consumer organization. The organization accused the carrier of advertising carbon-neutral flights that used 100 percent sustainable aviation fuel. A lower court found the advertisements to be misleading.
In December, the U.K.’s Advertising Standards Authority ruled that Air France, Lufthansa, and Etihad had published ads promising passengers would “fly more sustainably” and that they were “committed to protecting the environment.” Regulators said the ads were false and misleading, pointing out that air travel produces high carbon dioxide and non-CO2 emissions.
Closer to home, one of the most prominent greenwashing cases in recent years happened at the Hotel del Coronado in San Diego County. This resort has won numerous environmental awards. Activists found that the resort was trapping and killing wildlife, including skunks and opossums.
And here’s the thing: It’s tough to tell if an airline or hotel is greenwashing. It’s not as if environmental cops are patrolling a resort. Your resort could make outrageously false claims about how it loves the environment, and you’d be none the wiser.
Or would you?
How can you tell if a travel business cares about the environment?
Look, let’s be honest — there’s no such thing as a “green” vacation. You’ll leave a carbon footprint, no matter what. But your trip can be greenish. Here are a few questions to ask:
Is it a B Corp?
B Corps are businesses that meet a strict set of standards the nonprofit B Lab sets. These standards include requirements for governance, workers, customers, community, and the environment. You can search the directory of these forward-looking companies online. You’ll see some pretty well-known brands, like Intrepid Travel. But you won’t find the names of any major airlines, car rental companies, or hotel chains—at least, not yet.
Does the company have any other environmental certifications?
Third-party certifications from Green Key, LEED and WELL indicate that a travel company means business about the environment. Transportation companies may also offer verified offsets from organizations like Terrapass or the Gold Standard Foundation. These certifications don’t guarantee the company is green, but it’s a good start.
What’s the company saying to everyone?
If the company claims to be green, don’t just take its word for it. Listen to what it says. If you see nothing but bikini models lounging around a pool on its Instagram channel or ads for online discounts on its site, perhaps it’s a shade of fake green. “A company’s social media strategy generally reflects its current ethos and goals,” explains Julia Carter, founder of Craft Travel. If you see posts about sustainability and conservation, it can be a positive sign.
How deep is its commitment to the environment?
Look for reliable reports on sustainability from a travel company. For example, The Travel Corporation publishes an annual impact report that charts its progress against 11 sustainability goals developed by the United Nations. Many cruise lines also publish detailed reports that allow you to check their commitment to the environment against several objective standards. For instance, Carnival shows which goals it has completed and which are still in the works.
Looking for a green vacation? Be skeptical.
Allow me to go off-script for a minute. Most of the travel industry’s environmental claims are nonsense. The only green they care about is the colour of your cash. I, on the other hand, care a lot about the environment. That’s why I recycled that line from a previous story.
As someone who travels often, I have two consistent truths: First, no matter what the travel industry claims, it always profits over the planet. In other words, if it’s a choice between helping the environment and earning money, the money wins.
Second, travellers lie about what they want. They tell pollsters they want to make a difference and care deeply about the environment. And then they turn around and book the cheapest hotel room. (Is it LEED-certified? Who cares!). They choose the least expensive airline. (Does it use biofuels? It doesn’t matter!).
That has created an environment where travellers pretend they want a green vacation- and the travel industry pretends to give it to them.
Meanwhile, if you’re considering taking a green vacation, you might want to think again. Travel harms the environment no matter how you get there. If you want to be green, stay home.
Elliott’s tips on spotting a greenwashing travel company.
It’s difficult to exaggerate, but almost everything in the travel industry has a tinge of fake green. Here’s how you can spot the biggest offenders and avoid them:
Look for sleight of hand.
Some companies highlight eco-friendly initiatives that are unrelated to their main environmental impacts. For instance, an airline might promote a small recycling program but fail to address its massive carbon footprint. “It’s irrelevant,” says travel advisor Kristin Winkaffe of Winkaffe Global Travel.
Beware of a hyper-focus on one program.
Greenwashing companies focus on a single initiative but miss the bigger picture, says Justin Smith, owner of The Evolved Traveler, an agency that focuses on sustainable travel. For example, a hotel that touts its commitment to abandon single-use plastics or utensils may miss an opportunity to create a sustainable product by supporting the local population. “Such practices indicate there is not a full or authentic commitment to sustainability,” he says.
Watch for vagueness and buzzwords.
Be skeptical. Any hotel that calls itself green—or, worse, an “ecolodge”—deserves extra scrutiny. But even so, many terms thrown around aren’t just buzzy but also fuzzy. “Vague, unverifiable claims can be a sign of trouble,” says Shannon Guihan, who heads The Travel Corporation’s not-for-profit TreadRight Foundation, an environmental organization focused on supporting nature-based solutions to the climate crisis.
Written by: Christopher Elliott
BIO:
Christopher Elliott is an author, consumer advocate, and journalist. He founded Elliott Advocacy, a nonprofit organization that helps solve consumer problems. He publishes Elliott Confidential, a travel newsletter, and the Elliott Report, a news site about customer service. If you need help with a consumer problem, you can reach him here or email him at chris@elliott.org.
