Kuoni is bringing out a new sustainability label to display alongside its hotels online and in brochures as it targets an increase in eco-accredited properties.
The Engage – People and Planet logo will be used from early next year as the over-arching green label attached to all properties accredited by The Global Sustainable Tourism Council (GSTC), seen as the global standard for sustainability.
Around 25% of the operator’s property portfolio is currently accredited under the GSTC but Kuoni hopes to raise this to 35% by the end of April 2024.
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The tour operator said it hoped the new Engage label would make it easier for agents and consumers to identify sustainable properties in its portfolio.
It will show which hotels have been independently verified by a certification aligned with the GSTC and information will be included to explain this.
Claire Ross, director of sustainability for Kuoni parent Der Touristik, said there were around 30 to 40 GSTC recognised labels in use across various destinations, with Travelife a brand that is used more commonly in Europe.
She said: “Different destinations have different labels. There are a huge number of labels and confusion between the schemes.
“Rather than asking customers to familiarise themselves with all the different labels, we are using one [label]. We are making it clear and explaining what it is.”
This would in turn make it easier for customers “to make that choice” of which hotel to stay in, and help the trade in the sales process, she said.
She added: “For travel agents it’s complicated, so one of the things we are doing is talking about certification and what goes behind it to give them the tools to explain it.
“We are trying to talk to agents about what value this adds to the consumer, for example, they might get locally sourced food at their hotel or it might be plastic-free. This is a real focus for our trade team.”
She added the move was about “transparency” rather than competitive advantage.