The Murky Waters of Green Travel: Separating Sustainability from Greenwashing
The modern traveler is increasingly conscious of their environmental footprint. Hotels and travel companies, eager to appeal to this growing demographic, often tout their eco-friendly initiatives. From skipping daily linen washes to promoting reusable water bottles, these practices appear, at first glance, to be positive steps towards sustainability. However, a closer examination reveals a more complex picture, one where genuine environmental commitment can be obscured by a deceptive marketing tactic known as greenwashing.
The tourism industry is undeniably a significant contributor to global carbon emissions. A 2018 study published in Nature Climate Change estimated that the industry accounts for approximately 8% of the world’s carbon emissions, a figure encompassing transportation, food, energy consumption at accommodations, and the operations of cruise ships. As travel continues to grow, so too is its environmental impact.
Given these statistics, it’s no surprise that the travel industry is keen to embrace the "green bandwagon." According to Booking.com’s Sustainable Travel 2024 report, a significant 83% of surveyed travelers (over 31,000 respondents) consider sustainable travel important. However, not all efforts marketed as sustainable are created equal. Many companies are capitalizing on the popularity of eco-conscious travel without making substantial changes to their practices.
Dr. Mike Gunter, a political science professor and chair at Rollins College specializing in ecotourism, highlights the ambiguity surrounding the term "sustainable development." In academia, it’s a broad and vague concept, open to interpretation and, unfortunately, exploitation. "In that case, it’s kind of like a marketing ploy," Dr. Gunter explains.
This "marketing ploy" is greenwashing – the practice of deceptively promoting a company or product as environmentally friendly without making genuine, significant changes. It can be overwhelming for travelers to discern between genuine sustainability efforts and superficial marketing claims.
The term "greenwashing" was coined in 1986 by environmentalist Jay Westerveld, inspired by his experience at a hotel in Fiji. While the hotel encouraged guests to reuse towels "to protect the planet," it was simultaneously clearing island ecosystems for expansion. This stark contrast between a seemingly eco-conscious request and a destructive environmental practice perfectly illustrates the core of greenwashing.
So, how can travelers navigate the muddy waters of green travel and identify genuine sustainability? According to Dr. Gunter, simply hanging up a towel for reuse, while better than nothing, is not a profound or meaningful step toward true sustainable development. He argues that these actions often serve as public relations maneuvers or cost-cutting measures rather than genuine environmental commitments.
Dr. Gunter suggests that companies genuinely committed to sustainability operate within three core concepts:
-
Minimizing Environmental Impact: Reducing waste, conserving resources, and limiting pollution are crucial aspects.
-
Supporting Local Communities: Investing in local economies, employing local staff, and respecting local cultures are essential for sustainable tourism.
-
Promoting Conservation: Contributing to the preservation of natural environments and wildlife through direct funding or educational initiatives.
Sarah Dusek, a pioneer in the ecotourism industry and a 2023 Meaningful Business Leader, aligns her work with the United Nations Sustainable Development Goals. She views sustainability through a regenerative lens. "How does this business become regenerative?" she asks. "How do we put back things that have been lost – not just how do we not take – but how could we use ecotourism to be a regenerative force in the world?"
Dusek’s newest company, Few & Far, exemplifies this regenerative approach. It offers carbon-neutral safaris in partnership with local conservation nonprofits. In building her lodge, she prioritized minimizing environmental impact. Instead of importing wood, she utilizes invasive albizia trees, removing them from the ecosystem while simultaneously regenerating the land by replanting native grasses. The lodge operates on 100% solar energy, and food is sourced within a 50-mile radius from local purveyors. Dusek meticulously tracks the carbon emissions of each trip and offsets them through carbon offset fees.
Unfortunately, the travel industry often makes it difficult to distinguish between greenwashing and genuine sustainability. Websites and marketing campaigns are filled with buzzwords like "green" and "eco-friendly," but determining the substance behind these claims can be challenging. As Dusek notes, "It’s hard to spot, to be able to differentiate greenwashing from really good practices. I think one of the things for me is looking at how deep the initiatives are."
Here are some key things travelers can look for to determine greenwashing:
-
Lack of Specificity: Vague claims without concrete data or measurable results are a red flag.
-
Focus on Minor Efforts: Emphasizing small actions like towel reuse while ignoring larger environmental impacts (like energy consumption or waste management) suggests greenwashing.
-
Misleading Labels: Using terms like "eco-friendly" or "sustainable" without clear definitions or certifications can be deceptive.
-
Ignoring Supply Chains: Failing to address the environmental and social impacts of suppliers and partners is a sign of superficial commitment.
-
No Third-Party Verification: Absence of independent certifications or audits suggests a lack of accountability.
Ultimately, tackling climate change requires collective action across all industries. While the onus is on the travel industry to shrink its footprint, it’s not a singular solution. "Ecotourism is not a silver bullet to address sustainable development, climate change, or any of our overarching societal problems," Dr. Gunter emphasizes. "But it has remarkable potential to expand consciousness on the problem and tap into some of the ideological divides that we have in the U.S." By becoming more informed and discerning consumers, travelers can play a crucial role in driving genuine sustainability within the travel industry and beyond.
