There is sadly also the converse, where travel suppliers say they are sustainable, have a sustainable focus or somehow cover their tracks to make them look more sustainable than they really are. This is called Greenwashing.

Greenwashing has the added effect of discouraging travellers from taking action and slowing down policymakers because they are given the impression that things are “greener” than they really are. The UN even states that it presents a significant obstacle to the climate crisis.

Let’s say a hotel chain starts using paper straws at the bar and touts it as the entire restaurant & bar operation being sustainable. That would be Greenwashing. It’s a step in the right direction but a misleading statement. 

How bad is it? 
Well, that depends on where you put your limits and how you measure them. With regulation being vague and the ability to purchase carbon offsets and trade them with other nations, the actual amount of greenwashing could be argued as being relative. You could, for example, say that a tourist shop selling only T-shirts from a factory that uses all recycled materials in their garments is sustainable. On the face of it, this might be a true statement. Now, ask if the clothes are produced in a factory that emits a lot of pollution and has poor employment standards -   Since we don’t know the full story behind the garment and the supply chain behind it, this could be misleading.

Let’s say an airline operates a 150-seat airplane and a more efficient 180-seat airplane from London to Paris. On this flight, it emits 20 tons of CO2 with the 150 seater and 22 tons with the 180 seater. Divide it by the number of passengers. 20,000/150= 133kg per passenger 22,000/180 =122 kg per passenger. The argument that the bigger airplane is greener is easily made, even though it emits more CO2, and both arguments are valid. So, if an airline is relying on this to tout itself as being sustainable, this argument is incomplete and misleading.

Why do organizations greenwash? 
For one, being green is trending. The UN’s climate goal is to reduce emissions by half by 2030 and net zero by 2050.

This is a lofty goal, and achieving it is not only difficult but also expensive. Ultimately, for the survival of our planet, it will be necessary.

Take the Port of Amsterdam as an example. To curb pollution, noise and overtourism, the City Council voted that the number of ocean cruise ships should be reduced to 100 per year from the current 190 and the river cruise from the current 2000+ per year to no more than 1150 by 2026 and 2028, respectively. Using shore power is required from 2027 onwards. The consequence is that tourism numbers will reduce. Tourists spend less, which means fewer jobs and tourist taxes.  The possibility exists that a new Ocean cruise terminal will be built to the west of the city, which means that tourists will have to be bussed in. If these buses are diesel-powered, we are no further ahead, so bus companies will have to invest in new bus technologies. Adding shore power connections is an expensive investment. Additionally, how is that power generated? These costs will have to be borne by the consumer, where government incentives and tax credits don’t suffice. Cruise lines are working hard to make ships shore power compatible.

Do travellers care?
The simple answer is Yes. Followed by a “but”. Cost.

A recent World Travel and Tourism Council report indicated that only 7%-11% of travellers prioritize sustainability when making a travel purchase.  A whopping 50% prioritize cost, and 30% prioritize quality when making their travel decision.

Simply put, consumers want sustainability, but it must be cheap. Like any industry, regulation, public and government support leading to mass adoption must be in place for the price to drop. When Anti-Lock brakes were introduced in cars in the late 1970s, you could only get them on top-of-the-line cars. Now, all cars have them as standard.

Gin & Tonic Travel aims to help you travel sustainably, and we can certainly point you in the right direction. We realize that sustainability isn’t perfect, and we’re here to help you make the best choices for you.

You can read more about sustainability in travel in our weekly Sustainable Sips blog.  If there is a topic you would like for us to write about, please send us your suggestion to explore@ginandtonictravel.com.      

Article by Marc Geuzinge, Co-founder and Travel Specialist at Gin & Tonic Travel

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