Hotel sustainability information may undermine customer trust and drive perceptions of ‘greenwashing’, according to a study by the University of Surrey.
The study of 800-plus users of hotel search platforms in the UK and Germany, published in the Journal of Hospitality and Tourism Management, suggests hotels risk “overwhelming potential guests with excessive information, leading to confusion and scepticism”.
The University of Surrey researchers used the self-reported data and sustainability ratings behind Booking.com’s former Travel Sustainable label for hotels in the study.
Booking.com removed its Travel Sustainable label in March 2024 following criticism by the Netherlands’ Consumers and Markets Authority.
Half the survey respondents (48%) described the amount of information as an ‘overload’, 47% agreed it was “not easily interpretable” and 41% said they did not need it. Three out five (59%) thought hotels displaying this type of information “overstate or exaggerate”, and 49% felt hotels “leave out or mask important information” on sustainability.
The researchers noted half the respondents perceived the information “as excessive, unnecessary and overly complex” when it needed “to be perceived as trustworthy and helpful”.
They suggested “some companies exaggerate sustainability claims” and “guests often believe hotels overstate sustainability claims”
The researchers argued information ‘overload’ could occur “when information is unfamiliar, complex or presented faster” than it can be processed, and suggested: “Information overload is more likely in virtual (vs. traditional) retail environments due to the reduced degree of human interaction to interpret information.”
They concluded: “Sustainability communication can be too frequent, ambiguous and undifferentiated, leading to customer confusion and perceived greenwashing.”
The study defined ‘greenwashing” as giving “a false impression of sustainability features or benefits”.
Co-author of the study Xavier Font, professor of sustainability marketing at the University of Surrey, said: “As consumers are bombarded with claims and metrics, many begin to suspect hotels are engaging in greenwashing – presenting a false image of environmental responsibility.
“Our research shows that while hotels aim to demonstrate their commitment to sustainability, they must consider how this information is perceived.”
The study was conducted among 806 adults aged 18-70 who had used a hotel search platform in the previous 12 months.
Participants were shown a sustainability scorecard and questioned about the information, with researchers concluding there was “a clear link between perceived information overload and scepticism about hotels’ commitment to sustainability”.
Information should ‘resonate with consumer expectations’
The University of Surrey study of responses to sustainability claims concludes there is a value to information which “positively impacts booking intentions and [online] word-of-mouth recommendations” but the value depends on customer “expectations and perceptions of greenwashing”.
It suggests: “Transparency is important but insufficient to reduce the perception of greenwashing. Companies must ensure information resonates with consumer expectations.
“Sustainability messages will be rejected when customers find green practices inconvenient or when they do not provide a positive customer experience. Selectively communicating aspects that enhance customer value is key.”
The researchers note: “Many of the featured sustainability practices are now commonplace and would not impress customers. Some of the claims made are now legally required and their communication is redundant.”
The study acknowledges at least one unexpected finding, noting: “The more practices a consumer expects a hotel will undertake, the more likely it is these customers accept some greenwashing . . . suggesting customers with high sustainability expectations may be more forgiving of a certain amount of greenwashing.
“When customers’ expectations are low, the negative effect of greenwashing is stronger – the opposite of what we expected.”