Skepticism about hotels’ exaggerated sustainability claims

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Hotel sustainability information may undermine customer trust and drive perceptions of ‘greenwashing’, according to a study by the University of Surrey

Feb 21, 2025

A study conducted by the University of Surrey explores how sustainability information in hotels can unintentionally harm customer trust and contribute to perceptions of “greenwashing.” The research, which surveyed over 800 hotel search platform users in the UK and Germany, reveals that excessive, complex, or unclear sustainability information can lead to confusion, skepticism, and even accusations of false environmental claims. The study, published in the Journal of Hospitality and Tourism Management, suggests that while sustainability messages have the potential to boost booking intentions, the manner in which they are communicated plays a critical role in how they are perceived by consumers.

Key takeaways

Information overload: Nearly half (48%) of respondents felt overwhelmed by the amount of sustainability information presented by hotels, with many finding it difficult to interpret or unnecessary;
Skepticism and greenwashing: 59% of participants believed hotels exaggerated sustainability claims, while 49% felt important details were intentionally omitted;
Virtual environments increase overload: The study found that information overload is more likely in online settings due to the lack of personal interaction to help process complex details;
Consumer perception of greenwashing: The study defines “greenwashing” as creating a false impression of sustainability and suggests that unclear or excessive information increases the likelihood of customers viewing hotels as misleading;
Tailored communication: To avoid confusion, hotels should ensure sustainability information resonates with consumer expectations and focuses on aspects that add real value to customers, rather than relying on legally required or commonplace practices that may not impress;
Forgiving consumers: Interestingly, customers with high sustainability expectations may be more willing to accept a degree of greenwashing, while those with lower expectations are less forgiving.

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