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The rising demand for eco-friendly travel options has brought the sustainability practices of hotels into sharp focus. As more travelers prioritize environmental responsibility, the hospitality industry faces growing pressure to demonstrate its commitment to sustainable practices. This has led to an increasing need for standardized certifications that validate a hotel's environmental efforts. Sustainable certification not only helps hotels stand out in a competitive market but also provides transparency for consumers, ensuring that their choices contribute to the preservation of our planet.
Together with Randy Durband, CEO of Global Sustainable Tourism Council (GSTC), we explore the critical role of sustainable certification in the hotel industry and why it has become essential for businesses striving to meet modern travelers' expectations.
Photo credit: Pexels, Tom Fisk
To put everyone first in context, let me explain who we are and what we do: The GSTC was created by the UN agencies UN Environment and UN Tourism and is registered in the USA as a non-profit organization that represents a diverse and global membership, including national and provincial governments, leading travel companies, NGO’s, individuals and communities – all striving to achieve best practices in sustainable tourism.
The GSTC manages the GSTC Criteria which serve as the global standards for sustainability in travel and tourism. The Criteria are used for education and awareness-raising, policy-making for businesses and government agencies and other organization types, measurement and evaluation, and as a basis for certification. They are the result of a worldwide effort to develop a common language about sustainability in tourism and are arranged in four pillars:
In today's tourism industry, sustainability has become a vital aspect of business operations. The demand for sustainable practices is not only a response to environmental concerns but also a strategic approach to meet the expectations of a growing segment of conscientious travelers. When speaking about certification, it’s crucial first to note its definition: a voluntary, third-party assessment, through an audit, of a tourism enterprise for conformity to a standard. GSTC does not certify, that is the job of many Certification Bodies across the globe.
GSTC provides international accreditation for sustainable tourism Certification Bodies. Accreditation, is a mark of quality that GSTC places on Certification Bodies that choose our independent and neutral process to verify that they certify businesses, such as hotels, tour operators, or destinations, in a competent and neutral manner. GSTC looks very hard at the CB’s certification process to ensure that they issue certifications based on merit and neutrality.
Hotels getting certified as sustainable by a GSTC-Accredited Certification Body have increased due to the growing consumer demand for environmentally responsible options. This surge is also influenced by the credibility and marketability that comes with certification, prompting more hotels to seek GSTC-Certification to meet both client expectations and industry standards. Being GSTC-Certified means that the hotel/accommodation complies with the highest social and environmental standards on the market.
Sustainability is not merely a trend but a critical component of the hospitality industry's future. As more hotels achieve certification from GSTC-Accredited Certification Bodies, they not only contribute to environmental preservation but also gain a competitive edge in the market. This commitment to sustainability reflects a broader industry shift towards responsible tourism, where economic, social, and environmental considerations are balanced to ensure long-term viability. Consequently, the emphasis on sustainable practices is expected to grow, encouraging more establishments to pursue certification.
Türkiye for example, has taken a big step towards sustainability as a destination; the Türkiye Tourism Promotion and Development Agency (TGA), with guidance from the GSTC, has developed the first mandatory national program for accommodations based on the GSTC Criteria and GSTC Assurance program. From 2023 through 2030, all accommodations in Türkiye must be certified through a GSTC-Accredited Certification Body.
Photo credit: GoTürkiye
Also, the Singapore Tourism Board announced the launch of the Hotel Sustainability Roadmap. By 2025 its goal is for 60% of hotel room stock to achieve hotel sustainability certification through a GSTC-Accredited Certification Body.
As consumer awareness and demand for sustainable options continue to rise, the hospitality industry must adapt and commit to rigorous sustainability standards. This global movement towards sustainability will not only ensure the long-term viability of the tourism sector but also contribute significantly to preserving our planet for future generations. By integrating sustainable efforts, hotels can create a positive feedback loop where environmental stewardship and community involvement drive business success. Certified hotels can see improved guest satisfaction and loyalty, as travelers increasingly prioritize sustainable accommodations. Furthermore, sustainability initiatives can lead to valuable media exposure and industry recognition, further enhancing the hotel's brand image. Hotels' ongoing commitment to sustainability not only attracts guests but also inspires employees, creating a motivated and engaged workforce dedicated to the hotel's mission.
Furthermore, implementing sustainable practices often leads to reduced energy and water consumption, waste reduction, and overall operational cost savings. These efficiencies can improve the hotel's bottom line. The pursuit of sustainability through certification positions hotels as leaders in responsible tourism. It demonstrates a genuine commitment to protecting the planet and supporting local communities, ensuring that the hospitality industry can thrive in harmony with the environment for generations to come. The ripple effect of these efforts extends beyond the hotel itself, contributing to a global movement towards a more sustainable and equitable world.
Photo credits: Pexels, Sebastian Coman Travel
A large number of hotels get the community involved in their sustainable journey through a variety of initiatives that promote environmental stewardship, economic growth, and social responsibility. Some examples (without saying any brand names to remain neutral): I have seen hotels organize regular community clean-up programs in local neighborhoods, parks, and beaches, fostering a sense of pride and environmental awareness. Several of them also partner with local farmers, artisans, and businesses to source food, products, and services to support the local economy and reduce the carbon footprint associated with transportation. Additionally, many host educational workshops and events on sustainability topics, such as recycling, composting, energy conservation, and sustainable tourism, open to both guests and local residents. I have also seen hotels encourage guests and staff to participate in local environmental initiatives, such as tree planting, wildlife conservation projects, or habitat restoration efforts, that significantly contribute to community engagement; others collaborate with local environmental NGOs to support their initiatives and raise awareness among guests and the community and publicly celebrate these achievements that inspire community pride and engagement.
By working together with local businesses, environmental organizations, and other key players in its destination, hotels can create comprehensive sustainability programs that address a wide range of issues, from reducing carbon footprints and conserving water to supporting local economies and promoting cultural heritage.
I believe education plays a critical role in this effort, as it empowers both staff and guests to make informed decisions that contribute to their sustainability goals. Hotels can provide training for their employees on best practices for energy efficiency, waste reduction, and responsible sourcing. Additionally, by offering educational materials and programs for guests, hotels can encourage more sustainable behaviors during their stay and beyond.
Innovation is also key to advancing sustainability in the hospitality industry. By investing in new technologies and practices, hotels can significantly reduce their environmental impact. For example, adopting energy-efficient lighting and HVAC systems, implementing water-saving fixtures, moving towards zero single-use plastic, and utilizing renewable energy sources can all contribute to a more sustainable operation. Moreover, hotels can explore innovative ways to manage waste, such as composting organic materials and partnering with recycling programs.
Through collaboration, education, and innovation, hotels have a unique opportunity to lead the way in promoting sustainable practices that benefit not only the environment but also the local communities they serve, and GSTC-Ceritification can pave the way for them.
