What the Green Claims Directive means for hotels in Asia
Words by Liam Aran Barnes | Eco Stay Awards Co-founder
The Green Claims Directive (GCD) is setting a bold precedent for sustainability in hospitality, introducing a global standard that prioritises transparency and accountability.
Introduced by the European Union, it takes aim at greenwashing—vague or unsubstantiated claims that have eroded consumer trust in sustainability.
With travellers demanding authenticity, the GCD requires businesses to back their claims with verifiable evidence.
It mandates:
Hotels get specific: Terms like “eco-friendly” are banned unless backed by concrete evidence, as outlined in Article 5 of the GCD.
Lifecycle-based assessments: Claims must account for environmental impacts across a product’s lifecycle.
Third-party verification: All claims must be independently certified.
Why the Green Claims Directive matters for Asian hotels
For hotels in Asia, it’s a wake-up call to rethink sustainability practices—or risk losing trust in an increasingly eco-conscious market.
They should start by:
Winning traveller trust: European tourists increasingly demand verified green practices.
Meeting global standards: Frameworks like GSTC certification support GCD-aligned sustainability efforts.
Staying competitive: Hotels demonstrating measurable sustainability gains can stand out in an increasingly eco-conscious market.
How Asian hotels can overcome sustainability challenge
The GCD's influence is already reshaping the tourism ecosystem.
Tour operators, OTAs, and cruise lines prioritise verified properties, compelling hotels to align with rising expectations.
Of course, the journey for many toward alignment is fraught with obstacles, including the cost of implementing sustainability initiatives, a lack of expertise in operational practices, and the need for third-party validation.
Still, these challenges also present opportunities for hotels willing to invest in long-term change:
Address certification costs: Grants and tools from organisations like Greenview and the Carbon Trust can help mitigate financial barriers.
Bridge skill gaps: Train staff to align operational practices with global standards while effectively communicating sustainability efforts.
Ensure verification: Platforms like the Tuu Eco Stay Awards can validate environmental claims, enhancing credibility and trust.
Partner with local suppliers: Source sustainable materials and ingredients locally to reduce environmental impact and build community connections.
Leverage technology: Use energy management systems or carbon tracking software to streamline sustainability reporting and identify cost-saving opportunities.
Engage with stakeholders: Collaborate with industry bodies, local governments, and NGOs to share best practices and gain access to resources and funding.
Key sustainability trends shaping the future of Asian hotels
As sustainability expectations grow, the hospitality industry is undergoing a profound transformation. By embracing these trends, properties can align with global demands while building resilience and a competitive edge. Here a few:
1. Carbon-neutral accommodations
Hotels are increasingly targeting net-zero carbon emissions through renewable energy adoption and operational efficiencies. For instance:
ITC Grand Chola, India: One of the world’s first LEED Zero Carbon-certified hotels, this property incorporates eco-sensitive architecture and extensive solar and wind energy use to meet its energy needs.
PARKROYAL COLLECTION Pickering, Singapore: Known as the “hotel-in-a-garden,” it features energy-saving technologies, rainwater harvesting systems, and lush greenery that contribute to biodiversity and reduced carbon footprints.
2. Regenerative tourism
Hotels are moving beyond sustainability to embrace regenerative practices that actively improve the environment and communities. For example:
El Nido Resorts, Philippines: Known for reforestation efforts and coral reef conservation programs, these properties exemplify how hotels can regenerate natural ecosystems while engaging local communities.
Bawah Reserve, Indonesia: This remote eco-luxury resort is restoring marine habitats and implementing permaculture gardens to regenerate the environment.
3. Enhanced environmental claims management
The GCD compels businesses to substantiate their environmental claims with scientific evidence and independent verification. This is driving:
Adoption of lifecycle assessments to quantify environmental impacts.
Increased investment in data management tools and frameworks for accurate reporting.
4. Transparency and reporting
With rising scrutiny, hotels are rethinking how they communicate sustainability efforts. The GCD ensures that claims like “carbon-neutral” or “eco-friendly” are backed by rigorous verification, reshaping marketing strategies and public reporting.
5. Biodiversity-focused initiatives
Biodiversity is gaining prominence, with hotels incorporating measures like planting native species, creating wildlife corridors, and reducing landscaping footprints. Properties like Six Senses Zighy Bay are pioneering conservation-focused hospitality.
By proactively embracing these trends, Asian hotels can differentiate themselves in a competitive market while contributing meaningfully to global sustainability goals.
Steps for Asian hotels to lead in sustainable hospitality
The GCD is a real chance for hotels to rewrite the narrative on sustainability. By aligning with its principles, properties can build trust, exceed traveller expectations, and take their place as pioneers in the future of tourism. Here’s where to start:
Conduct a carbon audit: Pinpoint areas for improvement by assessing your property’s environmental footprint.
Join sustainability networks: Collaborate with organisations like GSTC or Tuu Eco Stay Awards to gain resources and credibility.
Start small but measure impact: Whether it’s eliminating single-use plastics or enhancing water efficiency, focus on achievable goals and share your progress transparently.
Hotels that take action now can set new benchmarks, inspire change across the industry, and prove that hospitality and sustainability go hand in hand.