Sustainability Challenges and Opportunities in Hospitality Marketing: A Regulatory and Consumer Perspective

Gabriel Laeis () and Willy Legrand ()
Additional contact information
Gabriel Laeis: IU International University of Applied Sciences
Willy Legrand: IU International University of Applied Sciences

A chapter in Brand Leadership im Tourismus, 2025, pp 203-222 from Springer

Abstract: Abstract Voluntary corporate sustainability commitments, reporting and marketing endeavours are often falling short of credible improvements and generate ‘greenwashing’ activities. In order to address this and to credibly drive the topic of sustainability in business forward, the European Union is deploying various directives, specifically the Corporate Sustainability Reporting Directive and the EU Green Claims Directive. These directives aim to produce substantial changes in the way the industry reports ESG performance, thus limiting the room for false claims. These newly established regulations impact mostly operators and owners of hotels, but consumer choices play a crucial role in sustainability transformation as well. This article, therefore, expands on what hotel marketers need to understand about the changing EU regulatory landscape as well as the concept of consumer choice and more specifically on ‘green nudging’. Supported with hands-on examples and industry practices, the article argues that both consumers and (policy) leaders in the hospitality industry have a decisive role to play in shaping the sustainability transformation.

Keywords: Sustainability transformation; Certification; Sustainability regulations; Green branding; Green nudging (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-45540-8_9

Ordering information: This item can be ordered from
http://www.springer.com/9783658455408

DOI: 10.1007/978-3-658-45540-8_9

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().