Green Is Not Always Green: A Comparison of Sustainability Certifications in the Hotel Industry

Sustainability is no longer a voluntary extra for hotels, but a necessary obligation for long-term competitiveness. “Many corporate clients who book with hotels have to account for the sustainability of the properties they use and are actively requesting sustainability reports,” explains Brigitte Gruber, Managing Partner of Horwath HTL Austria.

As part of the EU taxonomy and the Corporate Sustainability Reporting Directive (CSRD), large hotels – that is, companies with more than 250 employees, a balance sheet total exceeding 25 million euros, or revenues over 50 million euros – have been obliged to report on ESG (Environmental, Social, Governance) performance in Germany and Austria since 2025. This raises the question of how hotels can use this mandatory reporting strategically – by obtaining a sustainability certificate that makes ESG compliance transparent for potential guests and enhances marketing opportunities.

Against this background, students in the “Hospitality” project at Heilbronn University explored the field of sustainability certifications in the hotel industry. Their goal was to navigate the jungle of certificates and analyze their advantages and disadvantages, the challenges they pose for hotels, and how consumers perceive them.

Sustainability certificates in comparison

In Germany, there are more than 40 different sustainability certificates, some internationally and others nationally recognized, that are used in the hotel industry. This diversity can quickly become confusing for both hoteliers and guests. To provide at least an initial overview, the project analyzed four key certificates in more detail: TourCert, Green Globe, Certified Green Hotel, and the DEHOGA Umweltcheck. These certificates cover various aspects of hotel operations, from construction and energy efficiency to daily management, food and beverage supply chains, and social responsibility.

TourCert stands out for its holistic approach, referencing standards such as EMAS and GSTC. It integrates social responsibility, supply chains, and employee conditions.

Advantage: clear structure and annual improvement programs.

Disadvantage: high administrative effort and fewer details regarding building aspects.

Green Globe offers a detailed, internationally recognized system with over 385 indicators. Online tools help document progress. The depth is a strength, but its complexity can be a challenge for smaller hotels.

Certified Green Hotel is widespread across Europe and focuses on practical measures such as energy use, mobility, and food & beverage operations. Social standards such as diversity are also included. It primarily targets business hotels and is only available in combination with other Certified certifications.

The DEHOGA Umweltcheck mainly addresses small and medium-sized hotels, providing an easy entry point into environmental management. It scores well with simple data collection and its focus on basic measures like energy and water use. However, it remains comparatively superficial, lacking detailed assessments in areas such as construction quality, social sustainability, or complex environmental management systems. Many criteria are quantitative and not always oriented toward individual improvement.

Overall, no single certificate fully meets all requirements. Some systems excel in depth, international recognition, and credibility, while others offer easier entry points or practical guidance. For hotels, the choice of certificate should depend on their goals, resources, and desired external perception.

Are sustainability and certification expensive?

The costs of sustainability certificates vary widely depending on the provider, company size, and scope of services. The DEHOGA Umweltcheck is relatively inexpensive at 250–450 euros, while annual fees for the Certified Green Hotel are around 2,000 euros. Other providers, such as TourCert, calculate costs individually based on the number of rooms. Thus, even in terms of cost, hotels must weigh which certification makes the most sense.

But isn’t sustainable construction generally expensive—or at least more costly? Harro Grimmer, Head of the Construction and Development Costs Group at the “Arbeitskreis Hotelimmobilie,” provides an answer: “Sustainable construction itself is not expensive; it only becomes costly due to bureaucracy and the time investment it requires.” Therefore, it is crucial that certification requirements remain practical and proportionate so they do not become a barrier for smaller hotels. Moreover, higher initial construction costs often pay off later through savings in (energy) costs.

Sustainability certificates from the guests’ perspective

But what impact do these certifications actually have on customer booking decisions? The heterogeneity and sheer number of certificates are challenging not only for hotels but also for guests, who often lack orientation in this “jungle” of labels.

A survey conducted as part of the project on the perception and influence of sustainability certificates on hotel choice clearly showed that most respondents had little to no knowledge of hotel sustainability certificates. The majority stated they could hardly distinguish between different labels and wished for more transparency and education.

While interest in sustainable offers exists—many participants rated sustainability as “important” or “neutral-important”—actual booking decisions are often driven by price, comfort, or habit. The motivation to choose a certified sustainable hotel increases when personal recommendations from social circles are involved. At the same time, many consumers said they would be willing to pay more for demonstrably sustainable hotels, provided they can recognize the added value and trust the quality and credibility of the certification.

A unified solution for the future?

Horwath HTL sees sustainability as an integral part of corporate strategy and, together with students, explored how sustainability certificates can be used more effectively to make it easier for hotels to enter sustainable business practices and to raise consumer awareness of certified properties. A key finding of this collaboration was that existing certificates such as TourCert, Green Globe, Certified Green Hotel, and DEHOGA Umweltcheck each suit specific target groups depending on hotel size, resources, and strategic ambitions.

Therefore, a unified, overarching certificate combining the following elements could be a promising solution:

• Holistic process support as in TourCert, including regular review and active guidance toward sustainability.
• Comprehensive criteria covering environment, social aspects, and governance according to ESG and EU taxonomy, as offered by Green Globe.
• A modular tier system with entry levels for small hotels and development paths (e.g., from “Green Beginner” to “Green Expert”) to promote sustainable growth.
• Objective and transparent audit procedures, such as rotating independent auditors like in the Certified system.
• Digital tools for progress documentation to ensure transparency, traceability, and continuous improvement.
• Adaptation to company size, both in terms of criteria and costs.
• Low bureaucratic effort and reasonable costs.

Such a certificate would build trust, increase the visibility of sustainable businesses, and help prevent greenwashing. For the industry, it would be a powerful lever to make tourism more environmentally friendly, socially responsible, and economically sustainable in the long run. However, implementation would also require political backing—which, as of now, is not yet in sight.

Susann Sparwasser is a consultant at Horwath HTL Germany. Her areas of expertise include feasibility studies, project management, conception and long-term strategic planning for hotels and destinations. Connect with Susann on LinkedIn.

This article originally appeared on Horwath HTL.