How to Choose a Truly Sustainable Hotel (and Spot Greenwashing)
"Eco-friendly." "Green." "Planet-conscious." Hotel websites love these words. But what is really behind them? Sometimes a lot. Sometimes just a little card asking you to reuse your towel.
I used to work on the other side of the reception desk, as an assistant hotel manager on the island of Elba. So I know how hotels like to talk about themselves, and which questions make a good manager smile. Here is how I pick a place that truly cares, without turning a holiday into homework.
What greenwashing looks like
Greenwashing is when a business makes itself sound kinder to the planet than it really is. Think of it as a fresh coat of green paint on the same old walls.
These are the signs I watch for:
Big words, no details. "Eco-friendly" tells you nothing about energy, water or waste.
One small gesture sold as a whole way of life, like the towel card or a bamboo toothbrush.
A leafy logo that looks like a label, but you can't find out who gave it.
Not a word about people: the staff, local suppliers, the neighbourhood.
Good news: the rules got stricter
Since 27 September 2026, new EU consumer rules have banned vague green claims such as "eco-friendly" unless the business can back them up. Sustainability labels must now rest on a real certification scheme or be set up by public authorities. Homemade badges are out.
According to hospitality lawyers, the rules reach any hotel that markets to travellers in the EU, even one based elsewhere. Hotels don't have to get certified, though. Many honest small places simply tell you what they do, in plain facts. That's exactly what we want.
Two labels worth knowing
The EU Ecolabel for tourist accommodation is the European Union's official label. You can look a hotel up in the EU Ecolabel catalogue in about a minute.
The Global Sustainable Tourism Council (GSTC) does not certify hotels itself. It writes the standard and approves the bodies that do the checking. Its criteria cover local buying, decent work, saving energy and water, emissions and waste. A certificate from a GSTC-accredited body is a good sign.
Still, a label is a shortcut, not the whole story. A tiny family-run guesthouse can be wonderfully green with no logo at all.
Five questions I'd ask before booking
A short email is enough. A hotel that is proud of its work will answer gladly. A vague reply tells you something too.
Where does your energy come from?
How do you save water, beyond the towels?
What happens to food waste and plastic?
Do you buy from local farmers, bakers and wine makers?
Do you hire people from the area, and keep them on through the year?
What to notice when you arrive
Water refill points instead of rows of tiny plastic bottles.
A breakfast with local, seasonal food.
Clear recycling bins that staff actually use.
Staff who suggest a bus, a bike or a nice walk before a taxi.
Tips on small local shops, guides and places to eat.
The nice part? These things usually make a stay better, too: a tastier breakfast, warmer staff and a real sense of place.
My quick checklist
Look past the big words and find at least two real facts.
Check who is behind any label: look it up in the EU Ecolabel catalogue, or see if the scheme is GSTC-accredited.
Send one or two of the questions above.
Read recent guest reviews for what people saw, not what the website says.
Pick a hotel you can reach by train or bus. Getting there often counts more than any towel card.
Have you ever stayed somewhere that was truly green, or caught a hotel greenwashing? Tell me in the comments. I'd love to hear your stories.
Sources and further reading
Photo: Marc Wieland / Unsplash
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