How should hotels communicate their sustainability efforts without alienating customers? To find out, the study, published in Hospitality and Tourism Management, surveyed over 800 British and German travellers to understand their expectations when it comes to hotel sustainability practices. 

Participants were shown a sustainability scorecard and asked to evaluate their feelings about the information presented. The findings reveal a clear link between perceived information overload and increased scepticism about hotels' genuine commitment to sustainability. 

Xavier Font, co-author of the study and Professor of Sustainability Marketing at the University of Surrey said:

"As consumers are bombarded with claims and metrics, many begin to suspect that hotels are merely engaging in greenwashing—presenting a false image of environmental responsibility to boost their appeal. The overwhelming flood of sustainability information often leaves consumers feeling confused and misled.

"Our research shows that while hotels aim to demonstrate their commitment to sustainability, they must also consider how this information is perceived. If not managed carefully, the very messages intended to attract eco-conscious guests could end up driving them away."

The study identifies two key issues: the fine line between informative communication and information overload, and the need for hotels to align their sustainability messaging with consumer expectations. 

The researchers recommend that hotels streamline their sustainability communications, focusing on the most relevant and impactful initiatives rather than overwhelming potential guests with vast amounts of data. This could involve highlighting specific, engaging sustainability efforts that resonate with customers rather than using generic claims.

• The research is available in the journal of Hospitality and Tourism Management