Staying silent on sustainability could be holding you back

Sustainable tourism has been gaining significant momentum in recent years – 75% of travellers report wanting to make more sustainable choices (Booking.com, 2024), and many businesses are responding to this demand by showcasing what they’re doing to care for the planet.

 

With the acceleration of the sustainable tourism movement, as in other sectors, organisations have been facing growing scrutiny over their messaging.

 

Greenwashing has been a growing issue and can often dominate the conversation on sustainability – and rightly so, to hold companies accountable and ensure that sustainability claims are backed up with action.

 

This scrutiny has now been strengthened with consumer regulations such as the Green Claims Code in the UK and the Green Claims Directive in the EU.

 

But with this pressure to prevent misrepresentation of sustainability initiatives, there’s another issue creeping in: greenhushing.

 

Greenhushing happens when businesses keep quiet about their sustainability efforts because they’re worried about backlash or regulatory trouble.

 

With stricter rules around environmental claims, some companies fear that even the most genuine statements could backfire. But staying silent isn’t the answer – it’s a missed opportunity for both businesses and travellers.

 

Why greenhushing is a problem

 

For travellers, a lack of transparency makes it hard to make informed choices. People want to support responsible businesses, but if sustainability efforts aren’t communicated clearly, how can they tell which ones are making a real difference?

 

Travellers will be drawn to companies that make the most of sustainability in the marketing of their experience, possibly missing out on staying in with organisations that have strong credentials but lack the confidence to share their sustainability story.

 

For businesses, staying quiet about sustainability means losing out on a competitive edge. In a world where trust and authenticity are key to customer loyalty, not talking about sustainability can make a company seem like it’s not doing anything.

 

And if you’re not monitoring sustainability metrics, you may be doing more than you think as you work towards economising and improving efficiency in your business.

 

Transparency: the solution to greenhushing

 

The best way to avoid both greenwashing and greenhushing is through honest, data-driven transparency. Here’s how travel businesses can confidently share their sustainability efforts:

 

1. Use verified data to tell the story

 

Instead of vague marketing claims, companies need to share real, measurable data that’s been verified by a third-party. Whether it’s your guest carbon footprint, carbon emission reductions, water conservation efforts, or waste management stats, transparency builds trust.

 

Even if there’s still progress to be made, sharing the journey honestly resonates with guests.

 

2. Choose trustworthy certifications

 

Not all certifications are created equal, but now there’s much better information about which can be trusted. While certification can be more expensive than taking a data-driven approach, it’s currently the standard approach used by major travel platforms, such as Booking.com, to flag sustainability to travellers.

 

Travel businesses need to select well-respected, independent frameworks, like the Global Sustainable Tourism Council (GSTC) or B Corp status, that align with regulations and integrate with other platforms. Travalyst is a great source of information on which certifications meet these requirements.

 

3. Make sustainability visible and engaging

 

Sustainability isn’t just about numbers. To make the most of the opportunity presented by sustainable tourism, it should be used to enhance the guest experience. 

 

Whether it’s using renewable energy, serving locally sourced food, or offering conservation activities for guests, showing sustainability in action makes a big impact. When travellers see these efforts first-hand and enjoy the experience they provide, we create new advocates for responsible tourism.

 

The business case for being open

 

Sustainable travel is only becoming more mainstream. Travellers are looking for experiences that align with their values, and companies that embrace transparency will stand out.

 

While sustainability may not be the driving force behind where travellers stay, it can be a significant deciding factor when choosing between comparable experiences.

 

Being open about sustainability efforts, using robust data to tell a meaningful story, helps businesses build trust, attract customers, and make a lasting impact.

 

It might feel safer to stay quiet in the face of scrutiny, but in the long run, transparency wins. The businesses that choose honesty over silence will be the ones shaping the future of tourism.