Say What You Mean, Mean What You Say

Sustainable Communication Strategies for Hospitality

If we are honest with ourselves, a lot of sustainability content these days is simply boring, vague, or it sounds too corporate or similar to what everyone else is saying. In fact, we advise against even using the "S" Word.
Talking sustainability can feel like walking a tightrope. You want to impress guests, tour operators, stakeholders and certification bodies, but you don’t want to bore anyone or slip into greenwashing territory. Saying “we’re eco-friendly” isn’t enough anymore; regulators now expect iron-clad proof under the EU’s Green Claims Directive, and you need to provide real numbers, not buzzwords.

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Sustainability
Efforts Lost in Translation?

We help you to translate your genuine sustainability achievements into a narrative that feels 100% on-brand and speaks directly to your target audience. Whether your hotel prides itself on local sourcing, heritage restoration, tech-driven efficiency or community partnerships, we’ll shape clear, engaging messages that highlight the specific initiatives you care about, and ensure you can back them up with the verifiable data the Green Claims Directive demands.

From tone-of-voice guidelines and printed materials displayed throughout your hotel to digital campaigns and guest touchpoints, every line of your copy, graphic and social posts will reinforce your unique identity.

By blending creative storytelling with regulatory insight, we help you build trust and loyalty, turning sustainability from a vague “check-box” into a powerful brand differentiator that keeps guests coming back.

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Comprehensive Communication Audit:
Assesssment of current internal and external messaging to identify gaps and opportunities.

The Core Building Blocks
of Sustainability Communications:
Sustainability communications go beyond written content and social media posts, they are shaped by how teams speak, act and connect with each other, with guests and anyone else that comes into contact with your business.

Deliver the right sustainability message,
at the right time, every time:
Plan and execute timely, relevant sustainability messages throughout the year.

Avoid the Greenwashing Trap:
The EU Green Claims Directive means what you say about sustainability needs to be backed up. A dedicated online course walks you through exactly what it takes to stay clear, honest, and on the right side of the rules.

Personalised Support:
Unlock live consultations with our team for expert support and feedback as you progress.

What’s Inside the Program

Everything You Need
to Communicate Sustainability with Confidence

Why It Works

The Right Words Build Trust. The Wrong Ones Break It.

Increased guest engagement with sustainability initiatives

Improved reviews, higher credibility, and a stronger brand identity

Empowered,
better-informed
team members

Fewer misunderstandings around operational changes that require staff and
guest support

Program Tiers

Flexible Support for Every Team

Standard Programme

Analysis of current communication practices (internal and external)
A structured framework combining practical tools, strategic guidance, and global best practice delivered in 7 targeted modules
Sustainable Communications Workshop with Key Team Members
Annual sustainable communications calendar and strategy
Online course to align your messaging with the EU Green Claims Directive
Personalised support and feedback