A recent survey conducted among GSTC-certified hotels has provided valuable insights into why leading properties worldwide choose certification by GSTC Certification and how it supports their sustainability journeys.

The findings highlight not only the strong motivations behind certification but also the tangible benefits hotels are experiencing as they align their operations with the GSTC Industry Standard (previously known as GSTC Industry Criteria).

The GSTC Standards, which serve as the global standards for sustainability in travel and tourism, are the minimum, not the maximum, which businesses, governments, and destinations should achieve to approach social, environmental, cultural, and economic sustainability. 

One of the key takeaways from the survey is how hotels first became aware of the GSTC Certification. The results highlight the significant impact of word-of-mouth recommendations and industry events as key channels for spreading awareness. These findings reflect the growing influence of peer-to-peer learning and networking in advancing sustainability across the hospitality sector.

When asked about their motivations for pursuing GSTC Certification, hotels cited a wide range of factors, including enhancing multifaceted sustainability beyond environmental performance, meeting customer or market demand, gaining a competitive advantage on booking platforms and achieving corporate-level and/or individual-level goals and targets, among others. 

Expectations from pursuing the GSTC Certification

Certified hotels highlighted several key benefits they expected from pursuing GSTC Certification, reflecting the growing importance of sustainability in today’s hospitality landscape.

At the top of the list was increased trust and credibility among customers, cited by the vast majority of respondents, who view certification as a powerful way to demonstrate authenticity in their environmental and social commitments.

Closely following, an enhanced brand reputation in the market emerged as another significant benefit. Hotels also pointed to their ability to attract eco-conscious and sustainability-focused travelers, recognizing how certification can differentiate them in a competitive global market where guest expectations are evolving rapidly.

Together, these benefits underscore why certification is not just a sustainability milestone but also a strategic business decision.

• More than 40% of respondents first learn about the GSTC Certification by recommendations from other businesses or organizations (including the owner group or the parent company)
• More than 70% were motivated to pursue certification to enhance multifaceted sustainability beyond environmental performance. 
• More than 60% were motivated to pursue certification to meet customer or market demand.
• More than 85% expected to gain increased trust and credibility from customers with certification when applying, and more than 75% expected to attract eco-conscious or sustainability-focused travelers.
• More than 80% of respondents indicated that GSTC Certification has been somewhat or very beneficial to their operations. 
• Nearly 75% of participants shared that the certification has mostly or fully met their expectations.

“These survey results confirm what we’ve long believed, that sustainability is not only a responsibility but also a powerful differentiator. Each GSTC-certified hotel represents a conscious choice to put purpose into practice, to protect what matters most while welcoming the world. These findings reaffirm the essential role of certification in building trust and driving real change in the tourism industry,” said Randy Durband, CEO of GSTC. 

Valuable Benefits of GSTC Certification

When asked about the most valuable benefits of GSTC Certification, hotels highlighted enhanced trust and credibility with customers, as well as an improved brand reputation, as top outcomes, helping them stand out in a competitive market. Many also emphasized the importance of better alignment with regulations and sustainability goals, which allows them to navigate evolving legal frameworks and meet corporate responsibility targets with confidence. 

Additionally, hotels valued the importance of measuring and evaluating their environmental impact, including water usage, carbon emissions, and solid waste, as a crucial step toward ongoing improvement. Another notable benefit was the strengthening of social relationships with stakeholders, such as local communities and suppliers, reinforcing the role of certification in fostering collaboration and positive change beyond hotel operations.

GSTC Certification has been regarded as the most trusted benchmark for sustainability and excellence in the travel and tourism industry worldwide. With certification, tourism businesses demonstrate their commitment to sustainable tourism through a credible, impartial, and rigorous assessment. More information can be found here.

GSTC recently launched its Official Directory of GSTC-Certified Hotels, a comprehensive resource designed to help destinations, businesses, and consumers identify accommodations that have been certified as sustainable by GSTC-accredited Certification Bodies.

GSTC promotes market access for certified sustainable businesses to travelers and travel providers of hotels/accommodations, with a strong preference for those businesses certified by GSTC-accredited Certification Bodies.

GSTC Certification for Hotel Groups

For hotel groups, GSTC Certification plays a key role as part of a comprehensive, broader sustainability strategy. By implementing certification across all their properties, hotel groups ensure alignment with global standards and promote consistency in sustainable practices throughout their operations.

Certification helps hotel groups enhance organizational resilience, meet regulatory and market expectations, and contribute to the broader goal of advancing sustainability in the hospitality industry.

Acknowledgments 

GSTC extends its sincere appreciation to all the certified hotels that participated in this survey and shared their experiences. Their insights not only help shape the future of GSTC Certification but also highlight the collective commitment of the hospitality sector to building a more sustainable and responsible industry.

As these hotels have demonstrated, achieving sustainability is not a destination but an ongoing journey, and GSTC Certification provides a trusted pathway to guide that process, empowering hotels to create positive impacts for their guests, communities, and the planet.

We would also like to express our gratitude to the GSTC-accredited Certification Bodies that supported this initiative by distributing the survey and encouraging participation. Their collaboration has been instrumental in gathering valuable feedback and strengthening the shared vision for sustainability in the hospitality industry. Together, we are driving meaningful change and inspiring others to join the movement towards a more sustainable future for all.

Download the Summary Report Here