A major shift is underway in the global travel industry, and it’s set to reshape how travelers choose their accommodation in destinations like Osaka and the wider Kansai region. Travalyst, a non-profit sustainable travel initiative backed by major industry players, has announced a new certification program designed to fight “greenwashing” and bring clarity to sustainability claims made by hotels and Online Travel Agencies (OTAs).
The Growing Problem of “Greenwashing” in Travel
As awareness of environmental issues grows, more and more travelers are looking for sustainable options. A recent report by Booking.com revealed that 80% of global travelers intend to travel more sustainably over the next 12 months. However, this demand has also given rise to “greenwashing”—the practice of making misleading or unsubstantiated claims about a company’s environmental practices.
For tourists, this means that a hotel’s “eco-friendly” badge might not be backed by genuine action, leading to confusion and distrust. This new initiative aims to replace vague marketing terms with verified, transparent information.
Travalyst’s Solution: A Unified Framework for Sustainability
Travalyst, founded by Prince Harry, The Duke of Sussex, in partnership with giants like Booking.com, Google, Skyscanner, and Visa, is tackling this issue head-on. The new program is a direct response to upcoming European regulations, such as the EU’s Green Claims Directive, which will require companies to substantiate their environmental claims with evidence.
The core of the program involves two key elements:
- A Clear Framework: It establishes a set of minimum criteria for sustainability that a hotel or accommodation must meet.
- A Public List of Approved Certifiers: Travalyst will maintain a list of trusted, independent certification bodies. If a hotel is certified by one of these bodies, travelers can be confident that its sustainability claims are legitimate.
This means that soon, when you browse for hotels on major booking sites, the sustainability information you see will be based on a consistent and reliable standard.
What This Means for Travelers to Osaka and Kansai
For international and domestic visitors planning a trip to Kansai, this development brings significant benefits.
- Trustworthy Choices: You will be able to easily identify hotels in Osaka, Kyoto, or Kobe that are genuinely committed to sustainable practices, from energy efficiency and waste reduction to supporting local communities.
- Informed Decisions: The standardized information will allow for easier comparison between different accommodation options, empowering you to make choices that align with your values without having to do extensive research.
- Greater Transparency: Vague claims like “green” or “eco-conscious” will be replaced by information backed by credible, third-party verification.
The Impact on Kansai’s Hospitality Industry
This global standard presents both a challenge and a significant opportunity for hotels across the Kansai region.
The Challenge
Hoteliers will now face increased pressure to move beyond marketing slogans and implement measurable sustainability initiatives. Acquiring a recognized certification will require investment in time, resources, and operational changes. Those who fail to adapt may find themselves at a disadvantage as booking platforms begin to prioritize and highlight certified properties.
The Opportunity
For forward-thinking hotels, this is a chance to stand out in a competitive market. With the upcoming Expo 2025 Osaka, Kansai, which is themed around “Designing Future Society for Our Lives,” sustainability is already a key focus for the region. Hotels that achieve certification can:
- Attract High-Value Tourists: Environmentally conscious travelers, particularly from Europe and North America, are often willing to pay a premium for verified sustainable options.
- Enhance Brand Reputation: A credible certification serves as a powerful marketing tool, building trust and demonstrating a commitment to responsible tourism.
- Future-Proof Their Business: By aligning with global standards and regulations now, hotels can ensure they remain competitive and compliant in the years to come.
Looking Ahead: The Future of Sustainable Travel in Japan
The Travalyst program is an important first step. We can expect to see its influence expand beyond hotels to other sectors of the travel industry. For Japan, a country that prides itself on harmony with nature, this global push for transparency is a catalyst for positive change. As travelers become more discerning, the entire tourism ecosystem in Kansai and beyond will be encouraged to adopt more responsible practices, ensuring that the region’s unique cultural and natural beauty can be preserved for generations to come.
