Sustainability Certifications: Green Stamp or Greenwash? APAC Travel Leaders Weigh In
Photo by Shinta Mani Wild.
Sustainability certifications have been important partners in guiding businesses toward more responsible practices, offering structure, credibility, and recognition.
However, a growing number of industry leaders have raised significant concerns about their inaccessibility and lack of transparency.
As part of Asia Sustainable Travel (AST)'s ongoing commitment to better support the hotel and travel industry, we conducted a survey to understand how APAC hospitality and travel professionals perceived and evaluated sustainability certifications, such as B Corp, Positive Luxury, and those accredited by Global Sustainable Tourism Council (GSTC).
This report synthesizes key findings from the survey and provides targeted recommendations to enhance the effectiveness of sustainability certification schemes.
Disclaimer
AST does not endorse, promote, or favor any specific sustainability certification programs.
While we have taken great care to ensure the accuracy and reliability of points of views presented, AST acknowledges that sustainability is a dynamic field, and perspectives may evolve over time.
Organizations are encouraged to conduct their own due diligence when considering sustainability certification programs and to tailor their approach based on their unique operational, environmental, and business needs.
For further inquiries or feedback, please contact us at people@asiasustainabletravel.com
Key Findings
Key Takeaways
Certification organizations are valuable partners for tourism and hospitality brands looking to advance their sustainability agenda.
However, the insights from this report reveal significant challenges ranging from inaccessibility and low consumer awareness to complexity and regional adaptability must be addressed to unlock their full potential.
Essentially, our respondents’ feedback can be categorized into the following points:
Values vs. Limitations
Gap Between Certification & Consumer Recognition
Balancing Feasibility & Credibility
Concerns Over Greenwashing & Certification Integrity
The Need for More Regionalized Approaches
