Sustainability certifications for hotels: a tool for trust or a barrier for smaller operators?
Words by Liam Aran Barnes | Eco Stay Awards Co-founder
Certifications are often seen as the gold standard in sustainability—a hallmark of credibility that reassures eco-conscious travellers and corporate buyers alike.
But are they always the solution?
Insights from the recent GSTC Conference in Singapore reveal a more nuanced picture.
While certifications offer a clear framework for accountability and alignment with ESG goals, the journey to certification is often resource-intensive, leaving smaller operators at risk of being excluded.
Here’s Tuu’s take on the pros and cons of certifications—and how the industry can bridge the gap.
A clear case for credibility
Certifications are critical for building trust in an industry where greenwashing is under increasing scrutiny.
Jeffery Smith, Vice President of Sustainability at Six Senses, highlighted how his company’s move from internal audits to third-party certifications not only increased transparency but provided a clear roadmap for continuous improvement.
“Certifications have pushed us to look at areas we might have overlooked,” Smith shared during a panel discussion.
“They’re not just about validation—they help us fine-tune our operations and deliver measurable impact.”
At The Ascott, certifications have driven a broader cultural shift.
Chief Financial and Sustainability Officer Siew Kim Beh explained how aligning with GSTC criteria helped embed sustainability into KPIs and operational decisions. This alignment, she noted, has driven both staff engagement and external trust.
“Certifications create clarity,” Beh said. “For us, they’ve been the glue that ties together our sustainability goals, operational decisions, and how we communicate progress to stakeholders.”
These insights reflect how certifications can go beyond simple recognition to actively improve both internal processes and public credibility.
Challenges for smaller operators
While certifications build transparency and trust, they also come with significant hurdles.
Beh acknowledged that resource-intensive certification processes can pose challenges, particularly for smaller properties without dedicated sustainability teams.
“The hardest part is often getting started,” she said. “Once teams see results—even small ones—it builds confidence and momentum.”
Rebecca Keillor, Senior Sustainability Manager at Klook, pointed to another critical barrier: low awareness.
Many smaller operators, particularly in under-resourced regions, lack the tools or knowledge to even begin their certification journey.
“We need to demystify the process,” said Keillor. “There’s this perception that certifications are only for big players, but they can be a game-changer for smaller operators when approached incrementally.”
The challenges highlight the risk of creating a two-tier sustainability system, where resource-intensive certification processes inadvertently exclude smaller businesses.
Addressing this inequity is essential for ensuring certifications remain a tool for progress, not privilege.
Read more insights from GSTC2024: Why sustainability makes financial sense for hotels (no, really)
Making certifications work for everyone
Despite the challenges, leaders are finding ways to lower barriers and make certifications more accessible.
Rod Simpson, Managing Director of Operations (APAC) at BWH Hotel Group, shared how a phased approach has helped properties within his portfolio work toward certification targets while maintaining operational efficiency.
“Our strategy is about pacing,” Simpson explained. “We’ve introduced progressive milestones so properties can work toward compliance in manageable steps, backed by training and support.”
Simpson also emphasised the importance of sustainability champions—key individuals within each property who ensure consistency across operations and help overcome challenges like staff turnover.
By embedding accountability at every level, properties can turn certifications into a practical, achievable goal rather than a daunting hurdle.
Tuu takeaway
Certifications are a powerful tool, but they’re not a one-size-fits-all solution.
For them to drive meaningful change, the industry must focus on education, accessibility, and incremental action.
Trust isn’t built overnight. With the right tools, a collaborative approach, and a commitment to inclusion, certifications can become more than just an emblem of credibility—they can empower both global chains and boutique operators to lead in sustainability.