Over the past 20 years, the hospitality industry has experienced a continuous increase in various 'stamps of approval', especially at the sustainable front. A few large certification bodies with extensive criteria catalogues dominate the market but hoteliers and consumers alike are still struggling to differentiate the reputable and credible ones from the home-made seals of approval. A growing number of hotel chains and independent operators have opted for external, third-party certification in regards to their hygiene and sanitation standards in light of the current pandemic. Is there an increased interest in micro-certification? Why not look for a plastic-free certification? What about a carbon natural certification or a water-efficient certification? A plant-based restaurant certification? So micro certifications with low-barriers of entry for hoteliers who could build their sustainability endeavours along micro-certification, like pieces of a puzzle. Would micro-certification facilitate consumers' understanding of the meaning and intention of certification?

Maribel Esparcia Pérez
Maribel Esparcia Pérez
Managing Partner of the European Sustainable Hospitality Club

As legislation evolves, current certification schemes might be ineffective or become obsolete in upcoming months, especially in European countries. Further regulations for hotel building and operations have more chances to be a catalyst for change than some of the existing certification schemes. Alike with CSR, due to its voluntary and altruistic motivation, we can not expect an exponential impact. Thus, materialization, commitment, and integration into the core business activity are essential.

Current certifications offer is too wide and it can be challenging for hoteliers to spot the right one for every environmental and social challenge. Considering if they help to dig deeper into ESG issues (such as risk management or SCM) is fundamental before adding more certification schemes into the market. Micro certification could offer solutions to tackle specific issues as well as support to non-financial reporting. However, in terms of strategy and implementation in business areas that are transversal with interdependencies, it should be easy to implement with a holistic approach and systems-based. For reputational purposes, or consumer awareness, micro certification could bring clarity to consumers on business advancement in their sustainability journey, nonetheless, building trust does not only depend on one or multiple certifications.

In this regard, distribution platforms play a key role in consumer awareness and data management. The industry needs a shared vision where sustainability in hospitality is perceived as the normal practice, guide consumers to identify truly responsible hotel companies that are a force for good and proactively tackle environmental, social, and corporate governance challenges (e.g B corps). 

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