A Greener Story or a Regenerative Hope? Hospitality’s Green Claims in the Age of AI

Since 27 September, EU consumer rules have placed tighter limits on vague environmental claims. A hotel calling itself “green” must be able to demonstrate recognised excellent environmental performance relevant to that claim [1]. The delayed Green Claims Directive leaves questions about further rules, but it does not excuse claims that cannot be supported.

I am a believer in regeneration as long as it doesn't just become another marketing label. Doing less harm is definitely a must; but surely doing more good is what true hospitality must be all about. That means helping places and people flourish, through healthier ecosystems, stronger local economies and better conditions for those who work in our industry. Regenerative tourism research supports this wider view of positive impact [2].

The difficulty is turning this ambition into irrefutable evidence. Research I conducted with colleagues in London hotels found a gap between senior managers’ and frontline employees’ understanding of environmental policies [3]. More recent research finds that hotel ESG communication often remains abstract, particularly on social and governance matters [4]. A badge or a polished report cannot close either gap.

AI makes this more urgent. It can help teams bring records together, identify missing information and test possible improvements. But on the dark side… It can produce plausible figures and persuasive explanations in seconds. An organisation determined to invent results could do so more easily if nobody checks the information behind its claims.

We therefore need auditors and a way to establish where each figure came from. Meter readings, purchasing records and other original evidence should be traceable; estimates should be clearly labelled, with their methods and assumptions explained. Material claims should face a level of independent checking proportionate to their importance. No system will eliminate dishonesty, but a clear trail from claim to source makes fabrication harder and scrutiny possible. Perhaps customers could act as auditors? I am not sure….

One thing I’m certain off I would like these new rules to push us beyond better wording. The opportunity is to build better operations, better evidence and, ultimately, a hospitality industry that leaves people, communities and places stronger than it found them.

References

1. European Parliament and Council (2024). Directive (EU) 2024/825.
2. Bellato, L. et al. (2022). ‘Transformative roles in tourism: adopting living systems’ thinking for regenerative futures’, Journal of Tourism Futures, 8(3), pp. 312–329.
3. Pantelidis, I., Geerts, W. and Acheampong, S. (2010). ‘Green generals, jade warriors: the many shades of green in hotel management’, London Journal of Tourism, Sport and Creative Industries, 3(4), pp. 8–20.
4. Wolfs, C.A.H.M. et al. (2026). ‘Time and space: The missing context in hotel ESG communication’, International Journal of Hospitality Management, 133, 104479.