Greenwashing is when a company uses marketing and PR to present itself as environmentally friendly without a solid, verifiable basis. Guests wanting to make sustainable choices are misled.
Common tactics with hotel examples:
- Vague terms: Using words like “green” or “eco-friendly” without data.
Example: “Green hotel” without any CO₂ footprint or recycling rate disclosure. - Hidden trade-offs: Highlighting a small action to cover up bigger issues.
Example: Promoting towel reuse while serving imported bottled water. - No proof & irrelevant labels: Self-created “eco-logos” without third‑party verification.
Example: In‑house label without certification from a recognized organization. - Selective disclosure: Sharing positives while hiding negatives.
Example: 100% green electricity but outdated oil heating and no waste separation.
