Your supposedly eco-conscious hotel might not be as green as you think

Like many industries, hotels evolve with shifting trends – from their design to the services they offer and the experiences they provide.

When it comes to making hotels and resorts truly eco-friendly, it can be tricky to tell which efforts are built for lasting sustainability and which are just short-lived trends.

Although many travelers claim to care about the environment, factors like cost, location, and rewards programs often weigh more heavily in their hotel choices. Add in the sometimes-muddled messages from the industry, and it’s no wonder booking decisions can be tough.

Is it possible to have a great vacation and still make a positive impact? Absolutely. Here's what you need to know.

What exactly do those awards really mean?

Many businesses in the hospitality industry proudly display awards they've received. The issue? Have you even heard of these awards? And are they genuine accolades or just self-congratulatory titles given out within the industry?

Justin Francis, the co-founder and CEO of Responsibletravel.com, a group advocating for a more eco-conscious travel industry, weighs in.

“Some hotels claim to be ‘environmentally responsible,’” Francis points out. But this phrasing is intentionally misleading. He highlights a Las Vegas hotel with thousands of outdoor light bulbs that still carries this ‘eco-friendly’ label.

“You get recognized for making small improvements across various criteria, not for actually achieving true sustainability,” he explains. In other words, replace a few energy-draining bulbs, and you're already doing better than last year.

Francis uses this as an example of greenwashing, where marketing and PR tactics deliberately mislead consumers into thinking a product – whether it’s a hotel, soap, or even diapers – is more eco-friendly than it really is.

How can you tell the difference between a greenwashing award and a genuine environmental accolade? Francis offers this advice: “A truly responsible hotel will publish an environmental report. That report will include data on energy consumption, waste, and water use, and I’d expect to see those numbers decreasing. If they don’t provide an environmental report or refuse to share it publicly, that’s a major red flag for me.”

The best approach is to rely on a third-party, independent organization with no financial ties to the travel industry. Some reputable options include LEED, GreenKeys, and Green Seal.

Big Chains vs. Boutique Hotels

A common belief is that boutique hotels are automatically more eco-friendly than big brand names simply because they're smaller in size.

But that’s like assuming every Netflix series is better than a show on a traditional network – you’ll have to watch and judge for yourself, even if it means slogging through unnecessary sequels of 'Orange Is the New Black.'

Part of going green involves financial considerations. Smaller, independent hotels may struggle to afford the costs associated with applying for green certification. Even if they are certified, they might not have the resources or inclination to promote it on their website or hire a publicist to spread the word.

Ironically, the very factor that makes people skeptical about large hotel chains – their size – is also their greatest advantage when it comes to sustainability.

Imagine it like this: if you live in a remote area, you’re probably more likely to try a plant-based burger for the first time at McDonald’s than at a specialized vegan café.

This same principle applies to large hotel chains, which can make significant reductions in emissions, plastic usage, and other sustainability efforts by implementing them across their entire brand.

Denise Naguib is the vice president of sustainability at Marriott, the world’s largest hotel chain after merging with Starwood in 2019.

In response to customer demands, Marriott was one of the hotel chains that largely eliminated single-use plastic straws across all its locations. While banning plastic straws initially seemed like a passing trend, Naguib and her team saw it as a pivotal moment.

“Eliminating plastic straws wasn’t going to save the oceans or reduce global plastic pollution,” Naguib explains. “But it was a wake-up call. It drew more attention to the issue than anything else had before. Many companies switched to PLA (polylactic acid), which mimics plastic. Although plant-based, PLA contains additives that make it behave exactly like plastic, meaning it still pollutes the ocean the same way.”

In the end, Marriott decided to eliminate straws entirely – regardless of material – unless a guest specifically requests one. This not only saved staff the hassle of automatically providing straws but also prevented a billion straws from entering the company’s portfolio, leading to cost savings. What initially seemed like a minor change turned out to have a big impact due to Marriott’s size.

However, Naguib recognized that a blanket ban wasn’t the best solution for all guests, even though it sounded good in theory. Some guests, such as those with disabilities who depend on straws, still have access to them upon request.

Empowering the people

The primary driver behind a hotel’s decision to adopt sustainable practices is money. Without customers, there’s no revenue, and without revenue, there’s no motivation to change.

Christina Chi, a professor at the School of Hospitality Business Management at Washington State University’s Carson College of Business, emphasizes this point. She leads a team researching green practices in the hotel industry.

“We compared eco-friendly hotels with non-eco hotels, and found no significant difference in occupancy or revenue,” she explains.

Even hotels that have sustainability certifications or awards don’t always highlight them on their websites or make it easy for guests to find out about them.

Like any other industry, hospitality shifts in response to consumer demand. Right now, Chi notes, many hotels are putting their hygiene practices front and center as travelers prioritize cleanliness during the pandemic.

Many hotels had these hygiene measures in place long before, but they didn’t advertise them because guests weren’t asking. It creates a chicken-and-egg dilemma: hotels don’t promote it because guests don’t inquire, but guests don’t ask because hotels don’t promote it.

Francis from Responsible Travel reminds travelers that even small inquiries or requests can accumulate and make a significant impact.

“Every time you ask a question, even if you don’t get the response you hoped for, you’re still contributing to the process of creating change.”

Beyond just plastic bottles

So, you’re only booking stays at LEED-certified hotels that have cut out single-use plastics. That’s a great start, but the entire world – and the hospitality sector in particular – still has a long way to go.

Francis highlights several areas where consumers can push back if they want to accelerate change in the industry.

One issue to consider is how the employees are treated at the hotel or resort.

“I want to learn about the staff… are they paid minimum wage, or are they paid a living wage?” he says. “I’d like to know if they have a program to hire disadvantaged individuals or people from minority groups, maybe through an entry-level initiative. I’m also interested in opportunities for employees to advance. Do they have examples of people who started in lower positions, like washing dishes or cleaning rooms, and worked their way up in the organization?”

Not every guest feels comfortable asking these types of questions upfront. Plus, nobody wants their vacation to feel like an assignment. But Francis encourages people not to view speaking up as a barrier to having a great time.

“We’re all part of the change. Every question we ask contributes to that change.”

Chi concurs, stressing that the person with the financial power – the guest who’s paying to stay – has the responsibility to step up.

“Ultimately, the customer is the deciding factor in the greening of hotels. If they don’t care or ask for it, hotels won’t be motivated to go green.”