Sustainability is now a measurable driver of travel decisions, and Green Key–certified hotels directly respond to this shift. According to Booking.com’s Sustainable Travel Report, over 75% of global travelers say they want to travel more sustainably, and a majority actively seek accommodations with recognized eco-certifications. Green Key provides that assurance by verifying performance across energy use, water efficiency, waste management, and staff training—giving travelers a trusted, third-party standard rather than unverified “green” marketing claims.
The impact is tangible at the hotel level. Hotels with credible sustainability certifications consistently report higher booking conversion rates, stronger appeal to international and corporate travelers, and improved guest satisfaction scores. For example, Green Key–certified properties often achieve double-digit reductions in energy and water consumption, which not only lowers environmental impact but also enables reinvestment into guest experience. As travelers increasingly compare venues on sustainability credentials alongside price and location, certified hotels gain a clear competitive advantage—turning responsible operations into a business and brand growth opportunity.
Is your venue certified? Are you measuring the impact? To prepare for it we have put together a free assessment and report. Contact us for more information: rtw@rethinkingworks.com