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Islands magazine has a new agreement to publish submissions by Green Globe International about hotels and travel businesses that meet the Green Globe certification criteria (and are paying the steep fees for certification). The partnership may be helpful for conscientious travelers navigating the sea of greenwash, but hotels are probably better off tooting their own sustainability horns.

It’s hard for businesses to see the financial upside of some sustainability certifications. At best, they get buried in a directory and can download a logo. The Green Globe certification adds some magazine promotion, but is it worth the cost? A 60-room hotel in the US pays $2,500 per year for the honor.

So far, the company lists only four certified hotels, one hotel-management firm and a submarine-touring company. For now, these six businesses might be getting their money’s worth with stories in the glossy Islands magazine. However, they would probably be better off installing wind turbines or switching entirely to local food, than paying $2,500 for a PR team to get stories in Islands, along with dozens of other magazines and websites.

According to a Deloitte survey, fully half of all US travelers are attracted to lodging that is more environmentally conscious. They mostly rely on vague self-reporting from hotels and tour groups. Published sustainability policies are typically as nebulous as one Barbados hotel’s promise to “continue to integrate environmental aspects into our day-to-day operations.”

It’s certainly easier to look for a Green Globe logo, even if the certification system is far from perfect. Green Globe’s critics say the company just sells its seal of approval to any company that “talks the talk” and promises to take some sustainability steps. This year, Green Globe updated its certification requirements to include 248 measures of sustainability. Unfortunately, you can’t read the list on the website; you have to buy the information for $450. Without public access to particular numeric benchmarks, it is hard to determine if a hotel is truly green.

Consumers are looking for hotels that take specific sustainability steps. According to Deloitte, 80% of eco-conscious travelers look for a hotel that recycles, 75% look for energy-efficient lighting and 40% want a hotel that uses renewable energy. But travelers can’t rely on the Green Globe badge to tell them categorically about any of these measures.

Granted, the Green Globe mark and other certifications are a good first step for travelers. It makes sense, however, after finding a Green Globe listing, to call or email the hotel and try to get hard numbers and facts on sustainability programs.

If a hotel is truly sustainable, it doesn’t need an expensive badge to show you some green.

Updated 8/11/10; originally posted 9/30/09.

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