5 examples of how to highlight your sustainability certification
News
June 13, 2025
Content in collaboration with our partner Bioscore Sustainability, a sustainability consultant for tourism companies.
Having a sustainability certification aligned with international standards SDGs (Sustainable Development Goals) and GRI (Global Reporting Initiative) and based on ESG criteria (Environmental, Social and Governance) validates a property's environmental and social commitment and can become a clear competitive advantage, at a time when it is already an important factor in the traveler's choice.
Obtaining this recognition provides objective support for the establishment's good practices, but its true potential is reached when it is communicated effectively. Below, we present five specific strategies to make this certification visible and highlight its impact on the final customer.
1. Visibility in the direct channel: the power of the web
Your website is the main showcase for your hotel. Make sure to display your sustainability certification clearly on your site. Place the seal in a visible place on your website (for example, on the home page) and link it to a section where you explain simply what that seal means and what efforts you made to achieve it. Creating a "Sustainability" page with your accommodation's sustainable initiatives also allows you to contextualize the achievement and differentiate yourself from competitors who do not yet have this support.
2. Stand out on distribution portals and Google Business
Don't limit yourself to your website: make sure you also show your certification on the OTAs and platforms where you sell. Many travel platforms and portals already allow you to filter or label sustainable accommodations, therefore, update your online profiles by adding your certification. Similarly, updating the Google Business Profile tab with the sustainability seal allows the establishment to appear as "eco-certified." These details make you stand out in searches and potential guests instantly perceive your environmental commitment.
3. Communication on networks and institutional channels
Such an important certification deserves to be shared. Announcing your sustainability achievement on social networks, newsletters, and internal media is a key opportunity to generate brand recognition and build loyalty among diverse audiences: from customers to collaborators and investors. A recommended strategy is to create visual and explanatory content about the certification process, its benefits, and the impact on the guest experience. Publications with images of the team, short videos with some improvement initiatives in the facilities or joint actions with NGOs, humanize the brand and generate closeness and engagement, while reinforcing corporate reputation.
4. Internal communication and signage in the establishment
In addition to digital actions, it is key to reinforce the presence of the certification within the establishment itself. From the reception to the elevators or rooms, the incorporation of signage that highlights the certification allows reminding the guest that they are staying in an environment committed to sustainability. Similarly, it is essential that the staff is trained to adequately communicate the meaning of the certification and connect with the guests. Including this information in the operating manuals and in the internal training guarantees coherence in the message and transversal commitment in the organization.
5. Special offers leveraging your sustainability
Integrating the certification into the design of sustainable packages and experiences allows you to capitalize on its value from a commercial perspective. For example, a package that combines accommodation with ecological activities or 0 km gastronomy, clearly communicated as part of a certified strategy, provides added value and facilitates differentiation. These actions can not only generate additional reservations, but also position the establishment as a benchmark in sustainability in its destination and the client perceives coherence between the institutional discourse and the real experience, which strengthens loyalty and recommendation.
Sustainability is also communicated
Having a sustainability certification represents an important operational effort and making that commitment visible and understandable to the client is the next strategic step. In an environment increasingly oriented to transparency and responsibility, highlighting these credentials not only improves conversion, but also reinforces brand reputation and anticipates future regulatory requirements.
If your hotel already has the Bioscore Certification, these actions will help you maximize its value. And if you are not yet part of the ecosystem of certified accommodations, you are in time to start that process and differentiate yourself with an honest proposal, aligned with the values of the new eco-conscious traveler. At Bioscore and Roiback we are ready to support you, so that your sustainable commitment translates into more satisfied guests.
The Bioscore Sustainability certification has been internationally recognized for its rigor and alignment with global standards. It is approved by Travalyst as a valid certification for accommodation providers, integrated into the Green Collection of GHA DISCOVERY, and recognized by the Global Destination Sustainability Index (GDS-Index). In addition, it is part of the official Swisstainable program, promoting more responsible tourism aligned with the best environmental practices.
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