The 2026 survey, carried out across the 27 Member States with more than 25,000 respondents, shows recognition of the EU Ecolabel’s flower logo up 8 percentage points since 2023, and trust up from 75% to 81%. Two in three Europeans (66%) say they often or sometimes buy eco-labelled products, and 46% do so with the EU Ecolabel specifically, also 8 points higher than in 2023. The survey covers products and services in general rather than accommodation specifically, but it shows a public that increasingly looks for verified environmental credentials.

On the supply side, 121,083 products were covered by 3,665 licences in September 2026, the highest numbers since the label was created, with more than 4,000 products added since March. Around 97% of licences are held by companies in the European Economic Area and about 62% of licence holders are SMEs. Tourist accommodation grew by 7%, with 69 newly certified services bringing the total to 1,051, most of them in Austria and France, building on the milestone of 1,000 certified services reported in September. For hotels, campsites and other providers, the combination of rising recognition and growing consumer interest makes certification a more visible signal for guests choosing where to stay.

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