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In today’s era of greenwashing, it can be challenging to separate genuine sustainability efforts from misleading promises.
As sustainability continues to gain momentum, so do baseless claims of how businesses claim they’re doing better. Fortunately, there are ways to verify these efforts through trusted certifications like B Corp and its Travel By B Corp, EarthCheck, Tourism Cares, the Global Sustainable Tourism Council, and thoroughly audited sustainable hotel collections such as Beyond Green and Small Luxury Hotels’ Considerate Collection.
While there’s no denying the global push to use tourism as a force for good, there are still those who misuse the term “eco” with false advertising, and these are eight examples of misleading practices that you shouldn’t fall for.
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Claiming to Grow All Their Own Vegetables
Whether it’s a boutique lodge or a large resort, meeting the dining demands of guests with just one restaurant—let alone several in a larger property—is nearly impossible. While many resorts boast on-site gardens that supply fresh ingredients for their chefs, it’s highly unlikely these gardens can sustain year-round production at a scale that meets the constant demand of their guests.
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Saying They Don’t Feed Wildlife
Really? Then what’s that bird feeder doing in the garden? Wildlife includes all animals—whether it’s rodents, monkeys, fish, or birds. Resorts that claim they don’t feed wildlife often seem to make an exception for birds. Have you ever noticed those signs along the pathways at tropical resorts that say, “Please don’t feed the wildlife,” only to spot fruit strategically laid out to attract toucans and other colorful birds? Don’t be fooled by this claim.
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Claims of Only Employing Local People
It’s a nice claim, but the reality is that running a resort requires a large and diverse team to keep operations running smoothly. From marketing and communications to housekeeping, cooking, general management, and maintenance, it takes many hands to deliver a seamless guest experience. In rural or remote communities, sourcing an entire team locally is nearly impossible. While many resorts make commendable efforts to hire locally and support the community, it’s simply not realistic to fill every role with local talent.
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Claiming They Recycle Leftover Soap
We’ve all heard this one before. But think about it—every time you open a new bar of soap, does it really get reused? The truth is that the most effective way to avoid waste is by using soap dispensers. Many hotels have already switched to dispenser-style shampoo, conditioner, and body wash in showers to cut down on single-use plastics, but sink-side soap dispensers are just as important. Hate to break it to you, but most barely-used bars of soap end up in the trash—unless they’re part of initiatives like Canada’s Soap for Hope program. This non-profit partners with Canadian hotels to collect used soap, melt it down, and redistribute it to underserved communities to promote health and hygiene. The most economical way we can all help reduce waste here is to consider taking the soap with you to reuse, whether that’s at your next hotel or at home.
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Claiming the Hotel Slippers Are Reusable
We’ve all spotted those cozy slippers in the closet or neatly placed by the bed at turndown service. While some hotels proudly claim their slippers are reusable, many don’t say anything at all—leaving guests to assume, or at least hope, that they’re washed and reused. Even The New York Times has questioned, “Are slippers the new plastic straws?” The reality is they’re usually not reused. Whether it’s the slippers provided in business class on flights or those in hotels, if they’re made of white fabric with soft soles, chances are they’re tossed after a single use.
INSIDER TIPTake the slippers with you! Use them on your next trip, or better yet, bring them on the plane for long flights—store your shoes overhead and enjoy a more comfortable journey.
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Claiming to Offer Sustainable and Responsible Experiences
These days, there’s no shortage of activities claiming to support community, culture, and the environment. Many resorts do a great job offering experiences that connect guests with local Indigenous communities or involve them in citizen science initiatives like coral restoration or mangrove planting. However, resorts that promote activities like ATVing or sport fishing aren’t exactly practicing what they preach. Truly eco-conscious resorts focus on providing experiences that create a positive impact—ones that protect the environment and uplift the communities that call it home rather than causing harm.
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Boasting About a Local Food and Beverage Program
While the idea sounds great, consumer demands—especially in the luxury market—often tell a different story. Guests frequently request wines from around the world, and chefs are pressured to serve high-demand items like salmon or caviar. The reality is you’re not going to find a bottle of champagne made in Costa Rica. Many eco-resorts make commendable efforts to source regionally whenever possible, but the global traveler often brings a global palate. While there’s always an interest in trying local cuisine, the desire for familiar comforts will always play a role in shaping menus.
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Claims of Offsetting Carbon Emissions
While carbon offsetting is a step in the right direction, it often overlooks the emissions generated by guests’ journeys to the resort. The real focus should be on decarbonization—actively reducing emissions at the source rather than relying solely on offsets through third parties.
Companies like Intrepid Travel and Aurora Expeditions are setting strong examples. By committing to science-based targets, they actively track and reduce emissions across their operations. Tomorrow’s Air is a program for the tourism industry that actively pulls carbon from the atmosphere and stores it in the ground through its partnership with ClimeWorks’s Direct Air Capture carbon removal facilities in Iceland.
When it comes to offsetting, some look to protecting swaths of existing forests against deforestation. While this is important, the focus should be on planting more life. Veritree is a program in Canada that plants kelp to sequester carbon. Both the Parkside Hotel & Spa in Victoria, BC, and Aurora Expeditions partner with them to plant kelp for each guest booking or journey.
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Hotels That Are Actually Doing It Right
While greenwashing might be on the rise, so are eco-champions that put community, culture, and the environment first without sacrificing comfort, luxury, or experience. A few favorites include the Cayuga Collection portfolio in Central America, with a particular spotlight on mother-daughter-owned Caribbean property Aguas Clares and Beyond Green-certified Arenas Del Mar in Manual Antonio, Costa Rica.
Also, Beyond Green-certified favorites include Three Camel Lodge in Mongolia, Parkside Hotel & Spa in Victoria, BC, and both Cavallo Point and Post Ranch Inn in California. Further afield, Bali stands out with sustainability leaders dedicated to environmental restoration and cultural preservation, such as B Corp-certified Desa Potato Head Club & Hotel, Hotel Indigo, The Legian in Seminyak, The Ritz-Carlton Mandapa in Ubud, and Plataran Menjangan in West Bali National Park.
In East Africa, conservation tourism continues to thrive, with pioneers like the Elewana Collection and African Bush Camps setting the standard. Additionally, ocean conservation tourism shines through community efforts in its Marine Protected Area and unique underwater room at The Manta Resort on Pemba Island, Tanzania.