Booking.com’s Travel Sustainable program has faced regulatory issues in the Netherlands, leading to the removal of sustainability badges from listings. The program was launched in 2021 to highlight properties with strong sustainability practices, but regulators found that it could be misleading to consumers. The Netherlands Authority for Consumers and Markets determined that the program gave a distorted view of hotels and did not clearly state the basis for the scores. The regulator emphasized the importance of companies using clear and relevant sustainability claims to enable consumers to make informed choices.
Initially, over 100,000 properties on Booking.com had received a Travel Sustainable badge, representing more than 25% of the hotels, motels, and resorts listed on the site. However, in response to regulatory concerns, Booking.com announced that the sustainability program would be taken offline and replaced with an improved system. The company plans to include official certification notices for partners certified by government-approved third-party sustainability bodies and will provide information on sustainability steps for other properties. The tiered leaf system will no longer be used, but the focus on educating partners and highlighting sustainable practices to travelers remains unchanged.
Booking.com is communicating the changes to its partners through an FAQ about the evolution of the sustainability program. The company will now rely more heavily on third-party certifications to ensure consistency and clarity for travelers seeking sustainable options. Properties will have the opportunity to showcase their sustainability practices on their Booking.com pages, with the ability to edit and manage the information they share. Travelers will still be able to search for properties with third-party certifications through filters on the site, allowing them to make informed decisions based on sustainable practices.
The Netherlands Authority for Consumers and Markets raised concerns about Booking.com’s Travel Sustainable program, prompting the company to remove sustainability badges from listings. The regulator found that the program could be misleading to consumers by implying that properties affiliated with the program were more sustainable than others. Booking.com’s response to this regulatory scrutiny will include a shift towards displaying third-party certifications for sustainable practices, providing travelers with more transparent information about each property’s sustainability efforts.
As Booking.com reevaluates its sustainability program, the company aims to continue promoting and educating partners on sustainable practices in the travel industry. By highlighting hotels that engage in sustainability efforts, Booking.com hopes to empower travelers to make environmentally conscious choices. Moving forward, Booking.com plans to prioritize clear and accurate sustainability claims, ensuring that consumers have the information they need to support sustainable travel options. Through these changes, Booking.com reaffirms its commitment to promoting sustainability within the travel sector while adapting to regulatory requirements and consumer expectations.
