CERTIFIED BUT UNSEEEN: GUEST AWARENESS OFSUSTAINABILITY INITIATIVES IN EUROPEAN HOTEL REVIEWS

CERTIFIED BUT UNSEEEN: GUEST AWARENESS OF SUSTAINABILITY INITIATIVES IN EUROPEAN HOTEL REVIEWS

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Published: August 2026

ORCID: 
https://orcid.org/0000-0003-0090-5793 

Keywords: sustainability certifications, Europe, hotels, hotel reviews, guest awareness.

Abstract: 

This study investigates the prevalence of environmental sustainability certifications among European hotels and examines how guests perceive these initiatives in online reviews. Such certifications are formal, third-party acknowledgments of a hotel’s adherence to established sustainable operating standards. While acquiring these credentials can be costly and time-intensive, they offer hotels a potential competitive advantage by providing verifiable proof of their environmental commitment to increasingly conscientious travelers. Our research addresses three core questions: How does the rate of certification vary across European regions? What themes emerge in guest reviews of certified hotels, and to what extent do guests demonstrate awareness of sustainability practices? Does recognition of these practices correlate with higher ratings? Methodologically, we analyzed hotels listed on Booking.com across four European regions (North, East, South, and West/Central). Findings reveal that only 11.60% of listed hotels hold a sustainability certification, with stark regional disparities: Northern Europe leads (20.86%), while Eastern Europe has the lowest rate (2.90%). Next, we selected 16 hotels—four per region—from the country with the highest number of certified hotels in each area, choosing a mix of high- and low-rated properties with various certifications. From a sample of 50,387 reviews for these hotels, a mere 289 (0.57%) explicitly or implicitly mentioned environmental practices. This indicates minimal guest awareness or commentary on sustainability. Moreover, a significant portion of these mentions were negative, suggesting that certification does not automatically translate into positive guest recognition or higher ratings in reviews. The discussion contextualizes these results within existing literature and explores practical implications for hoteliers seeking to leverage sustainability credentials effectively.

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