Sustainability claims under scrutiny
Terms such as ‘sustainable’, ‘green’ and ‘environmentally friendly’ have become commonplace within the hospitality industry. At the same time, greater attention is being paid to how businesses substantiate these claims.
With the introduction of new European measures aimed at combating greenwashing, consumers are receiving stronger protection against misleading sustainability claims and unfair commercial practices. As a result, broad environmental claims without clear supporting evidence are coming under increasing pressure.
For hotels that have invested in sustainability over recent years, this also presents opportunities. Businesses that can demonstrate the impact of their efforts are likely to stand out more clearly in a market where guests, business partners and investors are taking a closer look at sustainability commitments.
A clear direction of travel
The implementation of EU Directive 2024/825 is part of a wider trend. European legislation relating to sustainability, reporting requirements and consumer protection continues to evolve at pace. Examples include the Corporate Sustainability Reporting Directive (CSRD) and the growing attention regulators are paying to sustainability-related communications.
The Netherlands Authority for Consumers and Markets (ACM) is also paying close attention to the way companies use sustainability claims in their marketing and communications.
While many aspects of European sustainability legislation remain under development, the overall direction is becoming increasingly clear. Transparency, substantiation and, where appropriate, independent verification are playing a greater role in the assessment of sustainability claims.
Implications for hotels
For hotels, sustainability communication is becoming less about marketing and more about accountability. The way sustainability is presented is attracting increasing attention from regulators and consumer protection authorities.
This requires not only continued investment in sustainability initiatives, but also careful consideration of how results are measured, documented and communicated. Hotels that place sustainability at the heart of their positioning are increasingly likely to face questions about the evidence behind their claims.
From Brussels to hotel operations
European policymaking is having a growing impact on the day-to-day reality of hotel businesses. Issues such as sustainability, regulation and entrepreneurship are making knowledge-sharing and collaboration across the sector increasingly important.
Hotel Alliance Netherlands actively monitors these developments and advocates for strong representation of the Dutch hotel industry on issues that affect the future of the sector. To learn more, visit our About Us page.
