Communicating about Responsible Tourism for Hotels Greenwash, Hogwash or Genuine commitment?

Importance of environmental issues

Tourists care (or say they do) Source: VisitBritain (2007) Sustainable Tourism: the UK domestic perspective

Actions speak louder than words Source: VisitBritain (2007) Sustainable Tourism: the UK domestic perspective

Some hotel clients care more than others

What’s in a word Sustainable Tourism: “High quality provision that you would wish to visit again or regularly” “Tourism that sustains itself – gets people back for more” Source: VisitBritain (2007) Sustainable Tourism: the UK domestic perspective

Responsible tourism: “Being a responsible tourist would mean not dropping your litter on the floor, while being an eco-tourist would involve recycling your litter” Ecotourism: 'It reminds me of swampy, living with nature, living on a compost heap.'

What matters to different groups of consumers is different

… and will ultimately be influenced by things outside of the hotel

… and often does not match hotel priorities

Modes of communication

Ensure the mode matches the market Business Leisure Reports Carbon measurement Certification Local food Healthy Soft transport Destination links

Golden rules of greenwash (adapted from Futerra – the Greenwash Guide)

Golden rules of greenwash 1.Fluffy language “Green issues matter to the hotel management Eco-friendly Ecologically aware Green

Golden rules of greenwash 1.Fluffy language 2.Eco-speak for dirty products “We offer eco-friendly 4 by 4 driving experiences in the unspoiled sand dunes around the resort”

Golden rules of greenwash 1.Fluffy language 2.Eco-speak for dirty products 3.Suggestive pictures

Golden rules of greenwash 1.Fluffy language 2.Eco-speak for dirty products 3.Suggestive pictures 4.Making overt claims about small actions (while ignoring glaring pollution) “The focus of our green programme is on cleaning up the local beach”

Golden rules of greenwash 1.Fluffy language 2.Eco-speak for dirty products 3.Suggestive pictures 4.Making overt claims about small actions (while ignoring glaring pollution) 5.Best in class (when the best are terrible or operate under very different circumstances to you).

1.Fluffy language 2.Eco-speak for dirty products 3.Suggestive pictures 4.Making overt claims about small actions (while ignoring glaring pollution) 5.Best in class (when the best are terrible or operate under very different circumstances to you) 6.Using jargon or presenting very complex information Golden rules of greenwash

1.Fluffy language 2.Eco-speak for dirty products 3.Suggestive pictures 4.Making overt claims about small actions (while ignoring glaring pollution) 5.Best in class (when the best are terrible or operate under very different circumstances to you) 6.Using jargon 7.No proof – or failure to practise what you preach Hotels that host towel cards and fail to train staff appropriately.

Golden rules of greenwash 1.Fluffy language 2.Eco-speak for dirty products 3.Suggestive pictures 4.Making overt claims about small actions (while ignoring glaring pollution) 5.Best in class (when the best are terrible or operate under very different circumstances to you) 6.Using jargon 7.No proof 8.Outright lying

Golden rules of greenwash 1.Fluffy language 2.Eco-speak for dirty products 3.Suggestive pictures 4.Making overt claims about small actions (while ignoring glaring pollution) 5.Best in class (when the best are terrible or operate under very different circumstances to you) 6.Using jargon 7.No proof 8.Outright lying 9.Presenting what matters to you and ignoring what matters to your clients.

Ethics Girl: The Devil Wears Primark By Sophie Morris By Sophie Morris The dangers of Greenwash

It couldn’t happen to a hotel company?