Expert Opinion: Albert Salman on importance of international green certification

With the recent rise of sustainable travel trend, many hoteliers ask a question if being officially 'green' certified really affects the business. Today, we are talking to Albert Salman, President of Green Destinations/ Good Travel Seal, who is sharing his thoughts on successful collaboration between hospitality and international sustainable certification bodies.

Photo credits: Good Travel Seal

HC: Is receiving an international 'green' certification impactful for hotels? What sustainable efforts can contribute to a hotel's business success, while serving the community at the same time?

AS: "Earning the Good Travel Seal (GTS) is not just an accolade—it represents a continuous and comprehensive journey towards validating the sustainability initiatives of tourism businesses, enabling them to confidently showcase their commitment and values.

The advantages of GTS are profound. Certification drives greater operational sustainability in businesses. Research has shown that on average, certified businesses report a 19% reduction in water usage, a 24% decrease in waste production, and a 10% cut in CO2 emissions. These improvements extend beyond environmental benefits to include substantial savings in resource consumption and costs. Following a comprehensive approach, the GTS criteria also evaluate the accessibility measures of a business and its efforts to protect and promote local culture and traditions.

With GTS, each certified business receives a performance scorecard, enabling it to transparently communicate its strengths to customers and clarify the reasons behind their sustainability certification. Certified businesses generally achieve higher ratings and more positive reviews, which enhances guest satisfaction and increases visitor numbers. Ultimately boosting both the quality of management and services. Being GTS-certified increases a business’s profile on key Online Travel Agencies (OTAs) including Booking.com, Good Travel Guide, EcoHotels, and Tourism 2030. These platforms are gradually adopting sustainability certifications as the sole criteria for inclusion, positioning these businesses as preferred sustainable options amongst travellers."