Eco or Ego? Certifying your Green Game in Hospitality

Are you interested in sustainable hospitality? Are you bored and looking for a blog to read? Do you enjoy a sassy tone while getting somewhat informed? Then read on, you’re in the right place!

Hospitality And Sustainability

As we approach World Nature Conservation Day, it’s worth discussing some of the ways in which the hospitality industry impacts the natural world. Hotels contribute significantly to greenhouse gas emissions, accounting for about 1% of all global carbon emissions. Tourism and hospitality activities generate a lot of waste, as in 1-12 kg of waste per person per day kind of a lot. The industry also uses plenty of water and land, cause habitat destruction, contribute to all types of pollution…I think you get the picture. 

I’m not laying it all out to make anyone feel guilty, whether you work in the industry or are just a hospitality enthusiast, we all need to pay the bills and hopefully save up enough to travel to some beautiful places! The whole thing is a well-designed loop. The problem with this loop is that in order for those beautiful places to stay beautiful, we have to make some changes. This is where sustainability certifications step in, offering more than just empty promises (like many politicians and lousy ex-partners). Certifications provide a proven framework for tourism businesses to demonstrate their commitment to environmental stewardship and social responsibility. 

It’s one thing to say you are doing the good and running a sustainable business, but it’s another thing entirely to actually do the good. We can’t go around making statements without backing it up. Well technically you can do whatever you want, but in the world of sustainability this is called greenwashing, and it is most definitely not a good thing. So, for a little clout, the UN defines greenwashing as ‘misleading the public to believe that a company or other entity is doing more to protect the environment than it is.’ At one point, I do think that greenwashing was an effective marketing strategy, but now we know better. Now we have things like sustainability certification frameworks which ensure a company or organization is making sustainable choices to help the environment, supporting local communities, and promoting economic sustainability all around.

Hospitality Certification By Fifty Shades Greener

Here at Fifty Shades Greener, we are a sustainable education company, and our flagship programme is geared towards hospitality, so we would be remiss if we did not jump on this bandwagon! Hospitality will always be at our core, and if we are going to make an impact, we also must adapt to changing circumstances, environments, and regulations. So we have our own Green Hospitality Business Certification, which is more than just an ecolabel, it is designed to assess and to inspire real, measurable action. Call us the greenwashing police because we’re here to make sure those who talk the good talk can also walk the good walk!

Our standards align with the UN sustainable development goals and the GSTC standards (I know, I know, I’m bragging for more clout), but the point is we’ve tried to make them as solid as possible. Not just because it’s the right thing to do, but also because that’s what the people want! Research done by Booking.com in April 2024 showed that traveling sustainably is important to at least 83% of travelers and while I might not be an expert on marketing, I do think there is a basic principle of ‘give the people what they want’. Say it with me:

WHAT DO WE WANT?

A certified sustainable business that aligns with our global need for environmental sustainability!

WHEN DO WE WANT IT?

Well ideally like 20-years ago but since that is no longer an option, NOW! 

Why Certify Your Business?

Becoming a sustainable organisation also extends beyond the consumer, it’s about becoming part of a larger movement geared towards global sustainability. It sounds like a lot of big words, but the basic principle is this; we all have to share the planet. Whether we like it or not, we share it with each other and millions of other living species, so why not try to make it just a little bit nicer for all those involved??

Now, if altruism really isn’t your thing, or if the difficulties seem to outweigh the benefits, I get it and I’m not here to judge. The path to sustainability and getting certified looks tough – you’ve got upfront costs, there’s paperwork that needs to be done (and nobody likes bureaucracy), and it can take actual commitment. But at the end of the day, we just like to complain and it’s really not that bad! At least it’s not nearly as bad as environmental catastrophe which, though I haven’t experienced it myself, seems way worse. So pull up your pants, stop finding excuses, and look at the bright side – you’ll be complying with global standards, improving your operational efficiency (HINT: that means lower costs in the long run), and enhancing your reputation.

If you do decide to keep putting it off (and again, not judging) just remember that eventually it won’t be a choice anymore. All industries, including the hospitality industry, will have to get on board. Laws are changing, people are getting more educated on topics of sustainability, and our demand for beautiful, eco-friendly places to visit is only increasing. Now is the time to get ahead of the curve and prove that you’re better than everyone else, which deep down I think we all want. So let’s make some good choices, some good changes, and be cocky about it!

For more information on our Green Hospitality Business Certification check out our site! If you don’t like what you see, that’s fine too. We are still an educational organization after all and hope that reading through our standards can at least help you make the most informed decision on where you want to get certified. 

About the Author

Kiri Spanowicz is the Communications Officer at Fifty Shades Greener, bringing a blend of sustainability knowledge and a spirited approach to her content. With a background in marine biology and years as a scuba diving instructor, Kiri leverages her deep appreciation for the natural world to advocate for environmental education. She is dedicated to crafting content that is not only fun and cheeky but also richly informative—believing that learning about sustainability should be as entertaining as it is enlightening. Her work, aimed at making environmental awareness engaging and accessible, has been recognized across various platforms. Follow Kiri's journey on LinkedIn or through the Fifty Shades Greener blog for a lively take on transforming both business practices and personal habits for a greener future.