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On September 27, 2026, the European Union's Empowering Consumers for the Green Transition Directive goes into effect, banning sustainability claims and labels that are not backed by approved certification schemes.
While the regulation applies in Europe, its impact extends far beyond EU borders. Across North America, booking platforms, corporate travel buyers, and investors are increasingly prioritizing verified sustainability credentials. In fact, 76 percent of companies now include sustainability clauses in supplier contracts, and travel managers are actively seeking properties with independently verified environmental practices. As a result, self-declared green claims are losing credibility, while third-party certification is quickly emerging as the industry standard.
The Solution: Trusted, Third-Party Certification
Green Key Global, jointly operated by the American Hotel & Lodging Association and Hotels Canada, is North America's leading third-party hotel sustainability certification. Built by hoteliers, for hoteliers, with more than 3,000 members.
As sustainability expectations evolve, independent verification is becoming essential. Getting started takes less time than you think. Whether you’re a REIT, property management company, ownership group, or independent hotel looking to advance ESG goals, there is no operational overhaul, no new equipment required. The certification process begins by evaluating the sustainability practices already in place at a property.
Getting started is easier than many hotels expect. The certification process focuses on the essential operational practices that many well-managed properties already have in place, such as a documented sustainability policy, responsible purchasing practices, and an active Green Team. Once the necessary documentation is gathered, properties complete an independent third-party verification audit. The result is a recognized certification that strengthens credibility with guests, corporate buyers, hotel brands, owners, lenders, and investors.
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