How to easily identify greenwashing travel businesses

Greenwashing is everywhere. And it’s hard to know what’s real and what’s just PR. Travel businesses have quickly realized that "green" is trendy, but is it truly sustainable, or is it just a shiny label on a subpar product?

Here’s how to see through the facade and identify when someone is trying to make you believe something they’re not.

1. Empty words and undefined claims
   "Sustainable" is a buzzword, but what does it actually mean? If a company can’t define what sustainability means to them or doesn’t have measurable results to show, that’s a red flag. Words like "eco-friendly" without explaining how or why are meaningless. Real sustainability involves clear, actionable commitments that can be measured and tracked.

2. Lack of documentation
   If they claim something, ask for proof. Are they certified by an independent organization? Do they have documented results? If you can’t find concrete information on how they’re actually reducing their impact, it could be a sign of greenwashing. Real sustainable businesses should be able to provide clear results, supported by third-party verification, not just vague statements.

3. Focusing only on small, visible actions
   Greenwashers often highlight small, visible changes, like removing plastic straws or promoting towel reuse, which can also be a way to save money. However, these actions alone don’t address the bigger picture. They avoid talking about the most important factors like how guests travel, where they come from, and the carbon impact of transportation. Real sustainability involves looking at the entire business model, not just the easy wins.

4. Using off-setting and sketchy solutions
   Many companies use carbon offsetting or plastic removal as a quick fix to appear sustainable. The problem is that offsetting often doesn’t result in real, measurable change, it’s just a way to pay for the continued harm being done. In some cases, companies rely on sketchy solutions, such as dubious offset programs that don’t actually make a meaningful impact. True sustainability requires direct action to reduce environmental harm at the source, not just paying for someone else to fix it.

5. Avoiding difficult questions
   Real sustainable businesses are open about their challenges. If you ask them about waste management, emissions, or resource conservation, and they give vague or evasive answers, that’s a sign they’re not committed to real change. Transparent businesses will readily provide data on their efforts and outcomes, as well as their ongoing goals.

6. Exaggerated marketing claims
   Claims like "100% green" or "The world’s best for the environment" are often unsubstantiated and misleading. The reality is that no company is entirely green, and claiming such perfection is a red flag. True sustainability is a journey, and businesses that are genuinely working toward it are transparent about their progress, challenges, and steps still to be taken.

7. No long-term strategy
   Real change happens over time. If a business claims to be sustainable but doesn’t have a long-term plan to reduce emissions, conserve resources, and contribute to the community, they’re likely just making small changes to gain attention. Sustainable businesses have clear, long-term strategies that address their impact holistically and address systemic issues in the industry.

8. Silence on hidden problems
   Are they open about labor conditions? Do they discuss their supply chain and human rights issues? If there’s silence on this, it’s a clear sign of greenwashing. A truly sustainable business will ensure ethical practices across its entire supply chain, and it will be transparent about how it treats workers and communities.

9. Certifications as a greenwashing tool
   While certifications can be helpful in confirming a company’s commitment to sustainability, they can also be used as a way to greenwash. Some certifications are poorly regulated or only focus on small aspects of sustainability, without considering the broader impact of a business’s operations. But all certifications only tell a small part of the story, as they only measure a small set of criterias. Be wary of businesses that rely heavily on a single certification without showing real, measurable progress in key areas like emissions, resource conservation, and ethical practices.

How to Avoid Greenwashing: A Short List for Companies

1. Set clear, measurable sustainability goals – Define what sustainability means for your company and track your progress.

2. Be transparent – Share detailed reports on your actions, outcomes, and areas where improvement is needed.

3. Focus on systemic change – Look beyond superficial actions and work to reduce your environmental impact across all areas of your business.

4. Invest in real solutions, not just offsets – Aim to directly reduce emissions and environmental harm at the source.

5. Engage with third-party certifications – Partner with credible organizations that can independently verify your sustainability efforts. Ensure certifications are meaningful and comprehensive, not just symbolic.

6. Address your entire supply chain – Ensure that sustainability is a priority at every level of your operation, from sourcing to final delivery.

7. Commit to the long-term – Sustainability is a journey. Develop a long-term strategy and communicate it clearly to your customers.

Greenwashing is easy to spot. When you know what to look for, it becomes easy to distinguish between real sustainability and those who are trying to fool you with pretty words and colors.