Sustainable travel is no longer just a trend; it’s a necessity, it’s the future, and it’s here to stay. Businesses and travellers are waking up – some faster than others – to the fact that tourism is not always sunshine and rainbows. In Booking.com’s 2023 Sustainable Travel Report, 76% of people said they want to travel more sustainably in the next 12 months. But how can travellers identify a responsible company that walks the walk and doesn’t just talk the talk?
‘Sustainability’ has become a huge buzzword in the industry, and there isn’t much to stop less responsible companies from simply slapping the word across their website along with pictures of trees and furry animals without being backed up by any real action. Indeed, greenwashing is a very current and very real problem.
However, for responsible companies that are serious about sustainability, there is a way to add genuine credibility and trust to a brand – certifications. But knowing where to begin with all of the different options can cause a bit of a headache. Indeed, there are now over 400 sustainability standards around the world, including a confusing myriad of awards, certifications, and ‘stamps of approval’ specific to destinations, hotels, tour operators, and other travel businesses. So, how do you know which ones to pursue? In this guide, we’re going to take a look at three of the most prominent certifications available to tourism companies.
Global Sustainable Tourism Council (GSTC)
Established in 2010 by the Rainforest Alliance and several United Nations agencies, including the UNWTO, the GSTC is the international authority on setting and managing standards for sustainable travel.
These standards are known as the GSTC Criteria and are directly aligned with the UN Sustainable Development Goals (SDGs). There is one set of criteria that applies to sustainable management for destinations and another for the private sector, which focuses on tour operators and hotels. The Criteria are arranged into four pillars – sustainable management, socioeconomic impacts, cultural impacts, and environmental impacts.
In addition to annual sustainable tourism conferences, the GSTC provides training and membership, but it does not directly certify companies and destinations; GSTC certification is awarded by third-party certification bodies through an auditing process.
Why Choose GSTC Certification?
Global Recognition
GSTC certification is globally recognized and respected within the tourism industry. It signals to travellers, partners, and stakeholders that a business is committed to sustainable practices on an international scale.
Environmental Stewardship
GSTC certification encourages businesses to minimise their environmental impact. This includes measures to reduce energy and water consumption, manage waste responsibly, and protect natural habitats. Certified businesses contribute to global efforts in environmental stewardship.
Positive Community Impact
Businesses with GSTC certification actively engage with and support local communities. This commitment leads to positive social impacts, such as job creation, community development, and the preservation of cultural heritage.
Travelife
The most popular sustainable travel certification in terms of the number of awarded companies, Travelife is a training, management, and certification initiative approved by the GSTC. It aims to promote environmental and social responsibility, support community engagement, and foster sustainable business operations throughout the tourism value chain.
There are two forms of Travelife certification – one for tour operators and one for accommodations. The sustainability standards cover various aspects, including how a business is managed, the products they offer, the treatment of animals, their relationships with partners and suppliers, and how they communicate with clients. To meet these guidelines, businesses are required to have a sustainability policy that the public can access, purchase products that are sustainable and locally sourced (such as FSC paper, green energy, and fair-trade coffee), and encourage their partners and suppliers to adopt sustainable practices as well.
Why Choose Travelife Certification?
Competitive Advantage
Certification sets sustainable travel businesses apart from competitors. It provides a tangible way to showcase their commitment to environmental stewardship, social responsibility, and economic sustainability, offering a distinct competitive advantage in the market.
Consumer Trust and Loyalty
In an era where conscious consumerism is on the rise, travellers actively seek businesses with sustainability certifications. Travelife certification builds trust among consumers who prioritise eco-friendly and socially responsible travel experiences, leading to increased customer loyalty.
Access to Educational Resources
Travelife offers educational resources and support to businesses seeking certification. This includes training programs, workshops, and informational materials that assist businesses in implementing sustainable practices and staying updated on industry best practices.
B Corp
B for Benefit, B Corp is a movement of companies that are committed to using business as a force for good. Although not specifically a sustainable travel certification, B Corp status is widely recognised and respected by businesses and their customers. Its members include pioneering brands such as Patagonia and Ben & Jerry’s, and over 100 travel companies of all shapes and sizes.
Where traditional businesses have prioritised profits and shareholder value, B Corps strike a holistic balance between people (employees, communities, and stakeholders), planet (environmental sustainability), and financial success.
To become a B Corp, businesses undergo a rigorous comprehensive assessment covering various aspects, including governance, workers, community impact, and environmental performance.
Why Choose B Corp Certification?
Attracting Responsible Travellers
Certification attracts travellers who actively seek businesses with a commitment to sustainability. B Corp certification signals to eco-conscious travellers that a sustainable travel business has met stringent criteria, making it an appealing choice for those who prioritise responsible tourism.
Transparency and Accountability
B Corp certification encourages transparency and accountability. Sustainable travel businesses often engage in activities that benefit local communities and protect the environment. Certification provides a platform for businesses to transparently communicate their efforts and be held accountable to their stakeholders.
Continuous Improvement
B Corp certification encourages businesses to pursue continuous improvement in their sustainability practices. This aligns with the ethos of sustainable travel businesses, allowing them to adapt and evolve in response to changing environmental and social challenges.
Which Sustainable Travel Certification is Best?
The GSTC, Travelife, and B Corp all have their merits, but the real answer is – it depends. There is no right or wrong answer. In fact, there may be another option out there that is more suitable for your business that isn’t on this list; these are just some of the most reputable certifications out there.
B Corp is by far the most widely recognised, as it spans all industries, but it is not specific to travel. The GSTC is the international authority on sustainable tourism standards, but Travelife is the most popular sustainable travel certification, in terms of awarded companies.
Pursuing sustainability certification can require a significant investment of time and resources, so it is important to do your research to find the one that is right for you. There will also be certifications that are relevant for particular countries such as CST in Costa Rica. And, of course, there will be some bad options, i.e. organisations that will certify on the cheap with a very thin auditing process that stray dangerously close to the greenwashing line.
This article is designed to serve merely as a starting point, but becoming certified is a worthy pursuit. Not only is it a badge of honour that you can proudly share with your customers, but it also acts as a public declaration that you are truly committed to helping the environment and local communities and making the tourism industry that little bit better.
Good luck!