Sustainability labels in the travel industry face scrutiny, as many are deemed insufficiently robust. Carolyn Wincer, MD of Travelife for Accommodation, critiques the current certification landscape, citing widespread confusion. Travel Convention 2024 will highlight the importance of credible certifications at the Travelife-certified Costa Navarino. EU Directive on Green Claims aims to address these issues next year. Certified properties must follow an annual improvement cycle to ensure continued sustainability efforts.
The travel industry is currently grappling with the proliferation of sustainability labels, with many being challenged for their lack of robustness. Carolyn Wincer, the managing director of Travelife for Accommodation, has remarked on the pervasive confusion caused by numerous so-called ‘sustainability’ labels that do not meet stringent criteria. According to her, it is paramount that industry events, such as the upcoming Travel Convention in Greece, are hosted at venues with solid sustainability credentials, like the Travelife-certified Costa Navarino.
Wincer drew attention to a particular certification label gaining popularity amongst hotels, which relies heavily on self-certification and artificial intelligence with minimal oversight. This process involves hotels submitting documents online, lacking thorough site inspections. Such methods, she suggests, may undermine the credibility of sustainability claims. To this end, Wincer hopes the forthcoming EU Directive on Green Claims, expected to be finalised next year, will mitigate confusion and enhance certification standards.
Misunderstandings about what sustainability certification entails are widespread. Wincer clarified that sustainability isn’t merely about the absence of buffets or single-use plastics. Newly certified hotels might still use such items, as immediate disposal is not always viable. Crucially, a ‘visible’ lack of recycling, often misunderstood by guests, may not reflect the actual practices of behind-the-scenes waste management, as housekeeping frequently sorts rubbish.
The reliability of self-auditing and consumer feedback is put to question. Wincer argues that much of the sustainable operations occur behind the scenes. Guests often remain unaware if a hotel engages in composting, upholds fair labour practices, or provides adequate breaks for staff. The only reliable assessment can be conducted by independent experts who visit these sites and confirm compliance.
A significant obstacle is conveying the value of certification to the broader public. Wincer noted that the travel sector tends to wait for consumer demand for sustainable travel. However, similar to how Fair Trade certification influences purchasing decisions, a well-presented sustainability certificate can sway consumer preferences significantly. Costa Navarino exemplifies this model through its rigorous compliance with the latest Travelife criteria, highlighting its ongoing commitment to sustainability and social responsibility.
The travel industry must act swiftly to enhance the rigour and understanding of sustainability certifications, ensuring they are both credible and comprehensible.
