CHANGES TO THE BOOKING.COM TRAVEL SUSTAINABLE PROGRAM 2024
From March 25, 2024, Booking.com has changed the way that accommodation listed on their platform can display environmental claims. This is to reflect the new (and very welcome) regulatory guidelines taking place worldwide.
Booking.com introduced the Travel Sustainable program in 2021. By 2023, more than 500,000 accommodations on the platform had a “Travel Sustainable” badge.
However, the removal of the “Travel Sustainable Badge” follows pressure from the Netherlands Authority for Consumers and Markets (ACM). Booking.com is headquartered in Amsterdam. The badge was intended to help consumers find properties that are operating more sustainably. The ACM said the program “was a possibly misleading sustainability claim.”
“It implies that travelling and staying at one of the program-affiliated accommodations are sustainable, even though this is incorrect,” the regulator found. “The use of the green leaf reinforces this implication.”
They also noted that the Travel Sustainable program didn’t clearly state the basis of the scores given to properties and erroneously credited properties with measures, such as not using single-use plastics, that were already required under European Union law, the regulator stated.
“It’s important that companies use clear, correct and relevant sustainability claims,” said the regulator’s director, Edwin van Houten, in a statement. “Consumers are more and more aware of the impact that they themselves have on the climate, including when travelling. That is why, when choosing accommodations, consumers must be able to understand and rely on the sustainability claims that are used.”
Across the globe, efforts are underway to crack down on greenwashing, where companies mislead consumers with false claims of environmental friendliness.
In Australia, the Australian Competition and Consumer Commission (ACCC) has rolled out preliminary guidelines to ensure businesses make genuine sustainability claims. These guidelines are designed to safeguard both consumers and the environment, while championing truly eco-conscious businesses that can substantiate their claims.
In Europe, the recent introduction of the Green Claims Directive by the European Commission sets a stringent standard. It mandates that environmental claims must meet specific criteria and undergo independent verification by third-party assessors. Terms like ‘environmentally friendly’, ‘natural’, ‘biodegradable’, ‘climate neutral’, and ‘eco’ will require solid evidence to back them up. Additionally, carbon offsetting schemes, often used to claim ‘carbon neutral’ status, will no longer suffice as proof.
In the United States, the Federal Trade Commission (FTC) is considering significant revisions to its Green Guides, which provide standards for companies making environmental assertions. While these guides aren’t legally binding, they serve as a beacon, shedding light on deceptive marketing practices surrounding sustainability and environmental responsibility, potentially leading to violations of federal law.
In anticipation of these regulatory changes, Booking.com will be adapting their approach towards sustainability claims starting March 25, 2024.
The focus at Booking.com has now shifted toward third-party certifications for recognizing an accommodation’s efforts to operate more sustainably. Incoming regulations are helping set the framework for sustainability standards, bringing more clarity on sustainability communications and making it easier for travellers to make informed decisions.
The three Travel Sustainable names and levels are being removed to highlight the significance of third-party certifications. This shift ensures consistency and clarity to make it easier for travellers to make informed decisions that are more sustainable.
While the Travel Sustainable branding and levels will no longer be displayed, the practices of accommodation properties will still be visible to guests on their property page. For partners with third-party certifications, these will be displayed with a clear label. Plus, travellers will have the option to filter for properties with a third-party certification.
Third-party certifications signify the highest standard of recognition for a commitment to sustainability. These certifications enhance credibility and ensure confidence in the sustainability efforts of your property. Certifications offer clarity on sustainability communication and make it easier for travellers to make informed decisions.
Why are certifications important?
Becoming third-party certified demonstrates the commitment of an accommodation owner to sustainability and boosts your credibility. It also aligns with travellers’ growing preference for sustainable properties.
Which 3rd Party Sustainability Certifications are Recognized by Booking.com?
These vary according to the country where the accommodation is listed.
For accommodation in Australia, Ecotourism Australia is the certifying body.
Booking.com says that if you’re certified by one of the groups listed above but don’t see your certification on your property page, follow these steps:
- Sign up to www.because.eco by using your work email to create a user profile
- You’ll be asked to connect to your company. Search for your property’s name to claim it as your company
- Click “Connect.” Go to “General Information,” then the “Sales Channels” subsection, where you’ll see “Booking.com.” You’ll need to edit that section and add your Booking.com property ID
- Then the process will be complete. You should see your certification listed on Booking.com within seven days
If you can’t find your property’s name while creating a profile on www.because.eco, contact the organization you’re certified with and ask them to make sure your certification information was sent to BeCause.
We’re working to add info from more certification bodies to our platform. If you hold a sustainability certification from another organization and would like to display it on your property page, you can ask the certification body to contact BeCause with the request. Note that not all certifications are accepted.
Green Getaways supports the changes being made to the Booking.com Sustainable Travel program to move towards 3rd Party Certification for accommodation.
Want more information about improving the sustainability of your accommodation in Australia? You can also read about the Strive 4 Sustainability Scorecard from Ecotourism Australia here.
You can find more information about Booking.com’s program at the BOOKING.COM TRAVEL SUSTAINABLE HANDBOOK
Author: Amanda Lambert
March, 2024
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