GreenSign – A Guiding Light for the Sustainable Hospitality and Tourism Industry
In recent years, GreenSign certification has become a trusted seal of approval for sustainable hotels. But what is behind the certification? How do guests perceive hotels' efforts? In this newsletter, we take a look behind the scenes and give you exclusive insights into the world of sustainable hotels.
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What is GreenSign?
Since 2015, the GreenSign Institute has established itself as the leading authority for sustainability certification in the hotel industry. The GreenSign certification evaluates and documents environmental, social, and economic aspects based on more than 130 criteria in ten core areas. These include management and communication, environment (including energy, water, and waste), biodiversity and cultural heritage, local value creation, social responsibility, and economic performance.
In June 2022, the certification catalog for hotels was recognized by the Global Sustainable Tourism Council (GSTC). This recognition underlines the quality and comprehensive approach to sustainability. The GSTC is a leading organization that develops and promotes globally recognized standards for sustainable tourism.
The Fundamentals of GreenSign Certification
A key component of certification is the integration of frameworks such as ISO 14001* and EMAS** as well as the UN's Sustainable Development Goals, which have been firmly integrated into the criteria catalog since the inception of the institute. The actual certification process begins with a self-assessment by completing the certification tool.
The GreenSign certificate is awarded upon successful completion of the entire process. Certification is valid for three years. During this time, the hotel has the opportunity to make its operations even more sustainable to achieve a higher level of compliance upon recertification.
* ISO 14001 specifies requirements for an environmental management system that enables organizations to systematically improve their environmental performance.
** EMAS, the Eco-Management and Audit Scheme, is another tool that helps organizations improve their environmental performance and ensures transparency through external audits.
The GreenSign Certification in Tourism
In order to meet the specific requirements of a comprehensive sustainability strategy for tourism and hospitality businesses, GreenSigns has developed several certifications for the tourism industry. A distinction is made between hotels, restaurants, and spas.
All companies that receive GreenSign certification can position themselves as environmentally and socially responsible businesses that are actively working toward a sustainable future.
GreenSign Hotel
The GreenSign Hotel certification is designed for accommodation providers who want to further develop and improve their sustainability strategy. With over 130 criteria in ten core areas, it provides a comprehensive analysis of the environmental, social, and economic aspects of hotel management.
Image: Fairmont Hotel Vier Jahreszeiten
GreenSign Gastro
The GreenSign Gastro certification is intended for individual restaurants, restaurant chains, hotel restaurants, and cafés that want to show their sustainability and continue working on their strategy. It includes criteria that highlight the environmental, social, and economic aspects of running a restaurant. These include the use of local and organic products, the reduction of food waste, sustainable procurement, and social responsibility towards employees and the community.
Image: Ratskeller Leipzig
GreenSign Spa
For SPAs, thermal and wellness facilities, GreenSign Spa Certification offers a comprehensive framework for evaluating the current situation in the areas of environment, architecture, relaxation, exercise, beauty, nutrition, and social commitment. The more than 130 criteria follow the framework above, which provides guidelines for social responsibility.
Image: Waldhotel Tannenhäuschen
Specific Benefits of GreenSign Certification for Travelers
GreenSign certifications provide travelers with a guide to eco-friendly accommodations. Let's take a look at the benefits:
- Reliable Orientation
Travelers can be assured that certified hotels are actively implementing measures to conserve resources, improve energy efficiency, and demonstrate social responsibility. - Transparency
The certification allows travelers to choose hotels that operate sustainably and communicate this transparently. - Eco-friendly Travel
Travelers can enjoy their vacation with a clear conscience while making a positive contribution to sustainable development. - Quality Assurance
The comprehensive evaluation of over 130 criteria in ten core areas and an on-site audit guarantee a high standard of sustainability. - Holistic Approach
The certification considers not only environmental but also social and economic aspects. - Continual Improvement
As the certification encourages hotels to continually improve, travelers can benefit from ever-improving sustainable practices. - Conscious Travel
Certifications help travelers make informed choices and select accommodations that align with their environmental and social values.
Guest Feedback on Sustainability and Certification
And how do guests perceive the efforts hotels are making? Many hoteliers report that awareness of sustainability and the GreenSign certification in particular is slowly growing. Guests are beginning to recognize the certification and show interest in hotels' sustainable practices. They appreciate the transparency with which hotels communicate their environmental efforts and feel that their choice of accommodation is validated.
Some guests are enthusiastic about hotels' sustainable initiatives and are grateful for the opportunity to stay in an environmentally conscious environment. This positive perception can lead to greater engagement from guests who are actively interested in sustainability and express this in their reviews and conversations.
Jasmin Ohlendorf from the Renthof in Kassel is proud of the GreenSign certification and points out its importance for authentic sustainability communication with guests: "Our guests now recognize the GreenSign leaf very well. They appreciate our transparent approach to sustainability.
Conclusion and Outlook
Overall, GreenSign certification provides a credible and transparent way to integrate and continuously improve sustainability in various areas of tourism. By adhering to internationally recognized standards and continuously developing their sustainability strategies, hotels, restaurants, and spas can not only improve their environmental performance but also increase their competitiveness and gain the trust of their guests. GreenSign certification is a valuable tool for anyone who wants to contribute to a sustainable future in tourism.
While the direct guest response to certification is often subtle, a clear trend is emerging: sustainability is increasingly recognized and becoming a key factor in hotel selection. GreenSign certification positions hotels to take advantage of this growing awareness.
In the future, the GreenSign Institute plans to intensify its public relations efforts to further increase awareness and understanding of the certification among travelers. At the same time, the certification criteria will continue to evolve to meet the ever-changing demands for sustainable business practices.