Now In Korea
Hotels Build Trust with Sustainability Certifications: ‘Certification Equals Competitiveness’
Creatrip Team
2 months ago
South Korean hotels are increasingly using global eco-certifications to build trust and meet changing consumer expectations for sustainable travel. Andaz Seoul Gangnam announced it earned the Green Key (an international program run by the Foundation for Environmental Education and UNWTO) after meeting standards across 13 areas such as energy saving, ethical sourcing, laundry, indoor air quality, and food sourcing—using free-range eggs, certified sustainable seafood, eco-friendly detergents, and an on-site herb garden. Smaller lifestyle hotels in Seoul have been early adopters of Green Key, which emphasizes ethical consumption and community engagement. Larger chains are pursuing EarthCheck (run by Australia’s EC3 Global), a data-driven certification that verifies carbon emissions, energy and water use, and waste management; hotels like Grand InterContinental Seoul Parnas, JW Marriott, and Conrad Seoul use it to align with global ESG policies. Surveys show growing demand for sustainable travel—Booking.com reports 83% of travelers consider sustainability important and 81% plan to book sustainable accommodations; PwC finds consumers willing to pay about 9.7% more for sustainably produced goods. Industry experts say eco-certification has shifted from a differentiation tactic to a baseline competitive requirement: hotels without credible sustainability practices risk losing customer loyalty and revenue.
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