Greenwashing is the art of looking green without being green. Travel businesses love to highlight their “eco-friendly” changes, like plastic-free straws, towel reuse, and the like. But these are small, visible actions that don't tackle the bigger problems.

They’ll never talk about where their guests are coming from, or how they travel. They won't mention how much carbon is being pumped into the atmosphere for that luxury getaway. And they’ll happily use carbon offsets as a quick fix, paying for solutions that don’t actually solve the problem.

Greenwashers also avoid discussing labor conditions. Are the workers who clean those eco-friendly rooms paid fairly? Are they treated with respect? These are the hard truths they’d rather not face.

Greenwashers rely on vague certifications, empty claims, and short-term changes to look like they care. But real sustainability is about the hard conversations, about their supply chain, their long-term goals, and their true impact. It’s not about a pretty label, but about action.

If a company isn’t open about their entire process, their challenges, and their strategy, it’s time to ask: what are they hiding?