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 the international SDG (Sustainable Development Goals) and GRI (Global Reporting Initiative) standards and based on ESG (Environmental, Social and Governance) criteria validates the environmental and social commitment of an establishment 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 is an objective endorsement of the establishment's good practices, but its true potential is achieved when it is communicated effectively. The following are five specific strategies to make this certification more visible and to highlight its impact on the end customer.
1. Visibility in the direct channel: the power of the web
Your website is your hotel's main showcase. Be 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 in simple terms what the seal means and what efforts you made to achieve it. Also create a "Sustainability" page with your accommodation's sustainable initiatives to contextualize the achievement and differentiate yourself from competitors who do not yet have this endorsement.
2. Stand out in 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 platforms and travel portals already allow you to filter or label sustainable accommodations, so update your online profiles by adding your certification. Similarly, updating your Google Business Profile 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 in institutional networks and channels
Such an important certification deserves to be shared. Announcing your sustainability achievement in social networks, newsletters and internal media is a key opportunity to generate brand recognition and build loyalty among diverse audiences: from clients to collaborators and investors. A recommended strategy is to create visual and explanatory content about the certification process, its benefits and impact on the guest experience. Publications with images of the team, short videos with some improvement initiatives in the facilities or common actions with NGOs, humanize the brand and generate closeness and engagement, while reinforcing corporate reputation.
4. Internal communication and signage in the facility
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 highlighting the certification reminds guests that they are staying in an environment committed to sustainability. Similarly, it is essential that staff be trained to properly communicate the meaning of certification and connect with guests. Including this information in operating manuals and internal training ensures consistency in the message and transversal commitment in the organization.
5. Special offers taking advantage of your sustainability
Integrating certification into the design of sustainable packages and experiences allows capitalizing on their 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, adds value and facilitates differentiation. These actions can not only generate additional bookings, but also position the establishment as a benchmark in sustainability in its destination and the client perceives coherence between the institutional discourse and the actual experience, which strengthens loyalty and recommendation.
Sustainability is also communicated
Having a sustainability certification represents a significant operational effort, and making that commitment visible and understandable to the customer is the next strategic step. In an increasingly transparency and accountability-driven environment, highlighting these credentials not only improves conversion, but also reinforces brand reputation and anticipates future regulatory requirements.
If your hotel already has 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 the 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.
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 in the GHA DISCOVERY Green Collection, and recognized by the Global Destination Sustainability Index (GDS-Index). It is also part of the official Swisstainable program, promoting a more responsible tourism aligned with the best environmental practices.
Read more
