Dear WuBookers, among the travel trends of recent years is the growing attention of travelers to environmental sustainability. An aspect that affects not only the way of traveling, with choices oriented to means of transport with low environmental impact, but the vacation as a whole. More and more tourists are choosing to stay in eco-friendly facilities, where they can relax without giving up their principles.

Therefore, to attract this important segment of the public, it is necessary to adapt buildings and apartments and obtain one or more of the green certifications available for hotels and accommodations. Here we’ll talk about the main ones and their requirements.

7 green certifications for hotels

Conscious and measured use of resources (energy and water first and foremost), use of environmentally friendly products, attention to waste and recycling: these are just some of the factors taken into consideration in the context of environmental certifications. To these can also be added the working conditions of employees, customer satisfaction and the relationship with the territory, the ability to respect and enhance it.
That is why being able to have an official certification goes beyond a simple self-declaration of compliance or commitment, but involves specific procedures. Procedures that are also essential to dispel the risk of “greenwashing”: an unfair practice that aims to deceive consumers through false claims of environmental sustainability.

Green Key

There are 13 aspects that a hotel must comply with in order to meet the standards of excellence required by this certification, which is issued by the UK-based Foundation for Environmental Education. Among the most rigorous are, for example: the presence of a resource management plan, the active involvement of staff, the reduction of the carbon footprint with clear and measurable objectives, the prudent management of water in all the activities of the property, periodic checks and maintenance to avoid waste, and so on. To join, you must submit an application and cover the related costs: the response may take 4 to 6 months.

EU Ecolabel

“EU Ecolabel certification promotes goods and services that ensure a reduced environmental impact throughout their lifecycle”: is what we read on the official website of the organization that aims to certify the reliability and sustainability of the best European companies.

Again, the focus is on resources used, environmental impact and waste produced: criteria that are thoroughly evaluated before the official label is issued. Hotels that succeed in obtaining this environmental certification can also be included in the EU Ecolabel Tourist Accommodation Catalogue and therefore gain additional visibility with the interested public.

Travel Life Certification

Present in Europe, America and Asia, the Travel Life Certification focuses on both the management of the facility and its relationship with its surroundings. Saving, recycling and reuse are at the heart of this certification, which rewards environmentally virtuous hotels and beyond. Guests at these facilities should be actively encouraged to adopt sustainable, nature-friendly practices inside and out. Avoiding contact with rare, protected or wild animal species, favoring public transportation, encouraging the purchase of local products and participation in local initiatives are all valued.

LEED Hospitality

LEED stands for Leadership in Energy and Environmental Design and, as the name suggests, certifies the energy and environmental sustainability of buildings. In other words, it applies mainly – but not only – to new construction or renovations that put energy efficiency first. It currently has more than 190 thousand projects in over 180 countries around the world, including commercial realities and homes.

BIO Hotels

Popular especially in Germany, Austria and Italy, this association of hoteliers certifies establishments that use organic products and follow an all-round green philosophy. From bedding made of natural materials to organic food and beverages, from certified eco-friendly cleaning products and cosmetics to hotel design (possibly using local raw materials), green energy sourcing, proper waste sorting, and controlled CO2 production. BIO Hotels has been in business for more than two decades and panders to the travelers’ desire to immerse themselves in environmentally conscious hotels and B&Bs.

B Corporation

B Corporation promotes conscious consumption choices and, to do so, considers numerous parameters including: “the company’s positive impact on workers, communities, customers, suppliers and the environment” and those “potentially negative impacts associated with the industry and other practices” of the company. The Certification B Corp certification attests to the commitment of hotels and other facilities to responsible business and is obtained through a pathway divided into several steps: it starts with the impact assessment, awaits official verification and, if confirmed, pays the annual fee. Renewal occurs every three years.

Green Globe Certification

There are 44 criteria established by the Green Globe Certification (supported by as many as 380 indicators) to determine the sustainability of a facility. A quality measured according to several macro-areas: sustainable management and customer satisfaction; support for local economies and fair trade; protection and enhancement of local cultural heritage; consumption of natural resources and environmental protection. Green Globe is an affiliate member of the United Nations World Tourism Organization, and the assessment process is structured in multiple steps, from membership to third-party verification of compliance.

Why get a green certification?

Getting a green certification for hotels is not just an ethical choice, but a strategic investment. More and more travelers are paying attention to sustainability and prefer to stay in facilities that respect the environment. Adhering to recognized standards, such as those seen so far, implies several concrete benefits:

• it allows you to distinguish yourself in the marketplace: sustainability is no small thing, and between two facilities that are similar in terms of offerings, the green one definitely has an added plus;
• it allows you to improve the brand reputation of the hotel which can thus demonstrate a concrete commitment to sustainability, strengthening its credibility;
• attracts and fosters the loyalty of guests who share the same values: more likely to return and recommend the property, they often become true brand ambassadors;
• helps to reduce energy and water consumption, with a direct impact on operating costs;
• it can be a requirement for accessing public incentives and European grants, offering new funding opportunities.

In addition, many OTAs reward green facilities through dedicated badges and privileged placements in search results, factors that affect AD click-through rates and, therefore, reservation potential.

Finally, sustainability is also a powerful storytelling tool: telling about one’s commitment through the website, social media and newsletters strengthens the customer bond, generates trust and encourages positive reviews.

Zak, the PMS with a green heart

Zak, WuBook’s PMS for hospitality facilities, also has sustainability at heart. A cause we believe in not only in principle, but also in our daily practices. The same one that leads us to make our software through green coding, a computing method that allows servers to save energy when running a program.
A policy of attention and care for resources that we have also adopted within the company, limiting chat and message communications (energy-consuming) and managing raw materials and waste appropriately.

Choices that have rewarded us, as evidenced by some of our happiest collaborations, such as with La Forestale, Luxury Ecolodge in the heart of the Marche region.

Being green within the tourism and hospitality sector is an articulated but possible path, and we are proud to be able to contribute for the good of the Planet and people.