Greenwashing in travel: how to spot a sustainable holiday company

Jetting off on holiday produces emissions that accelerate climate change, yet few travel companies acknowledge this when you book a break or flight with them online.

Instead, they use buzzwords including ‘sustainability,’ ‘eco-friendly’, ‘carbon neutral’ and ‘green’ to convince customers that they care about the environment. But it’s difficult to separate the companies taking genuine steps to improve their eco credentials from those just trying to make a fast buck.

It’s a worry, especially since two thirds of Which? members told us in a recent survey that they trust what tour operators and airlines say about their sustainability efforts. Nearly half said that it could be the clincher when choosing between two companies. 

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What is greenwashing?

Greenwashing is when a company’s marketing copy exaggerates how environmentally conscious it is, intending to boost sales. 

It’s difficult to separate the good from the greenwash – but our tips below will help you do your due diligence when selecting who to book your next holiday with.

Check corporate credentials

Look for evidence of the company engaging with reputable, third-party organisations such as B Corp, the EU Ecolabel or the GSTC. They set global standards and are less likely to be biased. 

B Corp is a respected eco credential awarded to companies that balance purpose with profit to meet high social and environmental standards. Intrepid Travel, Much Better Adventures and Pura Aventura made the cut. Pura Aventura, for instance, offsets 160% of its customers’ carbon emissions from their front door and back again. Visit Travel by B Corp to find more B Corp companies. But remember, being listed doesn’t automatically guarantee good customer service, so check our holiday company reviews in tandem.

Check whether sustainability claims stand up

Companies should avoid absolute claims, such as ‘sustainable’ rather than ‘more sustainable’. If you spot this wording, be sceptical and look for evidence.

Any company can say that it cares about the environment, but what is it actively doing to help? If a company is using its profits or, even better, a chunk of its income to fund environmental projects, it’s a great sign.

For instance, Much Better Adventures sets aside 5% of its revenue to support reforestation and rewilding projects. 

Look past green appearances 

The Competition and Markets Authority (CMA) warns us to look beyond images. Don’t let photos of wildlife, lush green forests and sweeping landscapes on a holiday company’s website fool you. Look deeper into what it’s doing for the environment. Find more tips for shoppers from the CMA’s Green Claims Code.

Look for carbon labels

There’s no denying that air travel is carbon intensive, but the accommodation you book and the food you eat will also have an impact. 

Carbon labelling is like nutritional information on a food packet. But, instead of calories, it estimates how much CO2 is emitted on each holiday – allowing us to make more planet-friendly choices. Read more about carbon labelling.

A few companies do this currently, including Explore and Which? Recommended Provider, Exodus. See our review of Exodus and other excellent walking tour providers.

Look for companies that encourage slow travel 

It’s challenging to avoid flying altogether, but some companies suggest low-carbon options where possible. 

For instance, Exodus offers train travel alternatives on many of its European trips. It estimates that taking the train from London to Naples (one way) produces only 10.2kg of CO2 compared with 254kg if you take a flight in economy from London to Naples. On top of this, it has bumped up its selection of UK tours to offer more sustainable choices closer to home.

Also, look out for itineraries that include 'slow travel' options while overseas. Activities such as cycling, hiking and kayaking are less damaging than bus and coach travel, and will get you closer to nature. 

See which provider came out on top in our survey of the best and worst walking holiday companies.

A more sustainable travel company will have clear carbon-zero targets

Read the company’s ‘about us’ sections and sustainability pages (if it has them). Has it mentioned carbon reduction goals or aimed for net zero? It’s tricky to filter out greenwash, but if a company measures its carbon footprint, it’s a strong sign that it's at least transparent and committed to reducing its impact.

Both Exodus and Much Better Adventures report their carbon footprint annually.

Find out if the company puts money into the local economy

Choose holiday companies that employ local guides as they won’t have been flown in and will know the area better than anyone. 

Similarly, your money is more likely to support the local economy if you stay at a small guesthouse rather than a big, all-inclusive chain hotel.