The Truth About Greenwashing: How to Spot It and Travel Sustainably

Many companies, products, hotels, and others out there are using eco-friendly buzzwords to elevate their image and misleadingly attract eco-conscious travelers. In an effort to expose greenwashing, at nomastays, our mission is to provide transparent reviews on eco-accommodations so that guests can make informed choices, while also motivating properties to continually improve their environmental efforts.

What Is Greenwashing?

Greenwashing is the deceptive practice where companies exaggerate or falsely claim their products, services, or initiatives are environmentally friendly. It’s a marketing tactic designed to attract eco-conscious consumers without making meaningful sustainability efforts. The term was coined in the 1980s by environmentalist Jay Westerveld, who criticized hotels for encouraging guests to reuse towels while making no real efforts toward sustainability beyond reducing laundry costs.

Why Do Companies Greenwash?

The demand for sustainable products and experiences has skyrocketed, and businesses want a piece of the eco-friendly market. Unfortunately, instead of investing in true environmental initiatives, many take shortcuts—using misleading labels, vague language, or outright false claims to appeal to conscious consumers while continuing harmful practices. It’s all about profit, not the planet.

How to Identify Greenwashing in Travel

If you’re an eco-conscious traveler, spotting greenwashing is crucial. Here are key red flags to watch for:

1. Vague or Meaningless Labels

Terms like "green," "natural," or "eco-friendly" sound great but often lack certification or specific proof. Always look for verified sustainability certifications like EarthCheck, Green Globe, or GSTC (Global Sustainable Tourism Council).

2. Overuse of Nature Imagery

A company might plaster its website with pictures of forests, oceans, and wildlife without actually implementing sustainable practices. Beautiful visuals don’t equal eco-friendliness.

3. Hidden Trade-offs

A hotel might use solar panels but waste massive amounts of water. A tour operator may support conservation programs but also contribute to over-tourism in fragile ecosystems. Look at the big picture.

4. No Transparency or Data

Real sustainability efforts come with measurable impact. If a business claims to be carbon neutral, do they publish their emissions reports? Do they share clear sustainability goals? If not, be skeptical.

5. Too Good to Be True

If a budget airline claims to be 100% eco-friendly or a massive resort says it has zero environmental impact, it’s likely an exaggeration. Sustainable travel takes effort and compromise.

When and Where Does Greenwashing Happen?

Greenwashing is everywhere—from international hotel chains to local tour operators. It happens when businesses want to appear responsible without making necessary changes. You’ll find it in luxury eco-resorts, airline carbon offset programs, "sustainable" cruises, and even in destinations that brand themselves as eco-friendly while overdeveloping fragile ecosystems.

How to Travel Without Falling for Greenwashing

1. Ask Questions – Don’t hesitate to email a hotel or tour operator. Ask about their sustainability practices, waste management, and carbon reduction strategies.
   

2. Support Truly Responsible Businesses – Look for companies that are community-driven, support local economies, and have transparent sustainability initiatives.
   

3. Be a Conscious Consumer – Avoid excessive waste, respect local cultures, and choose eco-friendly activities that genuinely benefit the environment.
   

4. Use Trustworthy Resources – Websites like Sustainable Travel International and nomastays provide verified recommendations for ethical travel choices.
   

5. Do Your Research – Read beyond marketing claims. Look at third-party reviews and sustainability reports. Check for independent certifications.
   

Final Thought: Be an Informed Traveler

Greenwashing thrives on consumers who don’t question what they’re told. By being informed and making thoughtful choices, you can ensure your travels support real sustainability—not just good marketing. Let’s hold travel companies accountable and choose experiences that truly protect our planet.

Ready to travel responsibly? Explore our curated list of verified eco-friendly accommodations to plan your next ethical adventure!