A new study, “Inequitable Access to Sustainability Certification: Implications for the Implementation of European Greenwashing Legislation,” explores how current and forthcoming EU rules—such as the Empowering Consumers for the Green Transition Directive and the proposed Green Claims Directive—may reshape the tourism landscape.

The report finds that only 9.3% of European hotels were certified in 2024, with certification largely concentrated among large, high-end chains. Independent and smaller hotels struggle due to disproportionate costs, limited resources and lack of support. Without targeted policy measures, this could entrench inequities, allowing only the best-resourced businesses to make verified environmental claims while sidelining others.

The authors also point to the pivotal role of Booking.com’s removal of self-reported sustainability badges in 2024, which pushed many hotels towards third-party certification. They outline four common strategies emerging in the sector: “wait and see,” “partial investment,” “growth” among larger players, and “withdrawal” by smaller hotels.

This is a timely and highly relevant analysis for hospitality businesses, policymakers, certification bodies and destination managers. It provides a critical perspective on how green legislation may affect competitiveness and equity across the European tourism market.

The report is available as a pre-publication for open peer review. We recommend reading the full draft for a detailed exploration of the data, implications and strategic responses for the sector. The report is available here. 

##Green transition #Climate action #Resource efficiency #Climate neutral travel