The hospitality industry has continuously evolved in response to changing guest expectations. Over the last decade, the shift has been both visible and profound. Today, travellers increasingly look beyond the thread count of linens or gourmet menus. They want transparency, values, and accountability. They want to know how a hotel treats its waste, conserves water, supports the community, and manages its carbon footprint.
This shift has driven a visible surge in sustainability messaging across the sector. From eco-labels on websites to tent cards in rooms encouraging guests to reuse towels, sustainability is now a key part of brand storytelling. But behind this movement lies a growing concern: “Greenwashing.” In hospitality, it is alarmingly easy for brands to slip into it.
Greenwashing, by definition, involves overstating or falsely representing one’s environmental efforts. In hospitality, it can be as simple as removing plastic straws at the bar while using plastic bottled water throughout the property, or showcasing a CSR partnership in brochures. At the same time, core operations remain energy inefficient and resource-intensive. What’s more troubling is that greenwashing is often unintentional, as many operators believe they are being sustainable but fall short on execution, measurement, and transparency.
The consequence is more than reputational, especially in an industry built on perception and trust; a mismatch between messaging and reality erodes credibility. Guests are increasingly informed and discerning. Many read sustainability reports before booking and compare third-party ratings. They ask questions at check-in. And when they discover a lack of follow-through, it reflects in reviews, loyalty, and even brand advocacy.
In a recent experience during my visit to Bhutan, a country widely admired for its carbon-negative stance and conservation-led tourism model, I noticed a disconnect. Luxury hotels, including global brands, did not have sewage treatment plants or in-house bottling facilities. Plastic bottled water was commonly used, and carbon footprint measurement was absent. These brands likely had sustainability guidelines at the group level, but implementation was patchy on the ground. Conversations revealed an intent to be sustainable,e but challenges with policy enforcement, infrastructure support, and local compliance created gaps that undermined the message.
This isn’t unique to Bhutan but reflects a global issue where sustainability becomes a branding theme rather than a business function. Without proper checks, third-party certifications, or transparent ESG reporting, it is difficult for guests, investors, or even staff to differentiate between a genuine green brand and one simply performing Greenwashing.
The urgency to act is growing. A Booking.com’s 2023 report noted that 76% of travellers want to travel more sustainably, yet nearly half feel there aren’t enough reliable options. This perception gap is the danger zone where greenwashing thrives. In India, where hospitality is rebounding post-COVID with a stronger focus on experience and purpose, this is an opportunity for introspection and course correction.
The way forward is not more messaging but more operational integrity. Hotels must invest in sustainability infrastructure, establish clear internal targets, engage third-party audits, and train employees at every level. More importantly, they must communicate these efforts transparently, with humility and clarity, not as slogans but as shared progress with their guests.
The future of hospitality will not be defined by brands that speak the most about sustainability but by those that act the most on it. For hotels, real competitive advantage now lies in the credibility of their ESG practices, not just the visibility of their green claims.
