Are Green Key Certified Hotels More Sustainable

Are certified hotels more sustainable?
An assessment of environmental practices of Green Key

certified hotels in the Limburg Region
Master Thesis
Guadalupe Laura Amsquita Palacios
1st Supervisor: Pieter Glasbergen
2nd Supervisor: Anja van Bogaert
ICIS, Maastricht, Wednesday, 24th of August
Content
1. Introduction: Research question, aims and

objectives of the research
2. Methodology
3. Outcomes of the literature Review
4. Comparison of Standards
5. Results of data collection
6. Conclusions and recommendations for further
research
International Centre for Integrated assessment and Sustainable development
1. INTRODUCTION
Introduction
A response to the need for actors such as

businesses and civil society to get involved in
sustainability has been materialised in the form
of governance from markets and networks
(Jordan, 2008) Sustainability standards and
certifications.
Introduction
Sustainability in the hospitality sector is

becoming popular with an increase of
certifications covering this industry.
The industry lacks of a clear or widely positioned
standard.
Introduction
Europe plays a key role in terms of global hotel

offer 70%.
Certifications in developed countries are more
oriented towards environmental performance.
80% of eco-label programmes are based or
operate in Europe (Honey, 2008)
Introduction Research question
Can the Green Key certification help hotel

businesses in the Limburg region improve their
environmental practices?
Introduction Sub-questions
1. Explore the reasons why the Green Key could be the
answer for the sustainability challenges in the
hospitality industry and which can be tested in further
research.
2. Are there more comprehensive and well positioned
standards in the market that address environmental
practices and sustainability of hotels?
3. Is the Green Key standard a suitable tool that
contributes to the improvement of
environmental practices of hotels in the Limburg
region? Does the Green Key certification
contribute to attaining sustainability in hotels?
4. Are there other benefits derived from the
implementation of the standard in the social and
economic dimensions?
5. Are there any differences between the environmental
practices of Green Key-certified hotels versus noncertified hotels?
Introduction Aims and objectives

Understand the drivers for sustainability practices and
certification in the hotel industry
Develop a theory of the value brought by the Green Key
certification to the hotel industry, by exploring how the
Green Key contributes to the improvement of a hotels
sustainability practices.
Compare existing standards in the Hospitality sector for
hotels related to sustainability with the Green Key
standard.
Introduction Aims and objectives

Assess the environmental practices of a sample of 6
Green Key certified hotels in the Limburg Region.
Compare the environmental practices of the Green Key
certified businesses with a sample of 9 non-certified
hotels.
2. METHODOLOGY
Methodology
1. Literature
Review
Comparison
To2.understand
of standards
what
sustainability implies for the hotel
industry
what the dynamics in sustainability
certification is in that industry
If indicators have consistency
3. Data
collection
Methodology
1. Literature
Review
2. Comparison
of standards
Selection was based on the following reasons:
The standard has a broad exposure in the Netherlands in number of

hotels certified.
There is availability of information, including public disclosure and
disposition for delivering information about criteria and indicators.
There is availability
3. Dataof information in literature review.
International
governance bodies endorse and/or have a connection with
collection
and/or recognise the standard.
Methodology
1. Literature
Review
3. Data
collection
2. Comparison
of standards
Through interviews and

online questionnaires.
Assessing 18 criteria from
the Green Key in 6
certified hotels and 9 noncertified hotels in Limburg
Methodology
1. Literature
Review
2. Comparison
of standards
4. Exploration of
insights based on the
findings of previous
steps
3. Data
collection
3. OUTCOMES OF THE LITERATURE

REVIEW
Outcomes
Tourism 4th largest economic sector globally.

Tourism 5% of global CO2 emissions in 2005,
21% of which belong to accommodation.
Efforts to promote sustainability in the sector
have been made by several organisations
Outcomes
In Netherlands:
The contribution of travel & tourism was EUR
12.5 Bn in 2014
The average CO2-related emissions extended to
hotels in 2014 was 55 Kg/CO2 per day for short
holidays and 88 Kg/CO2 per day for long holidays
Outcomes
Sustainability
measures
Industry pushed
CSR efforts in the

industry
Voluntary standards
and certifications
But
Outcomes
Consumers base their
purchasing decisions
primarily on:
Destination
Costs
Comfort
Logistics
Although good environmental and social

practices are considered a desirable attribute
Benefits of certifications
Societal and
environmental costs
Water
consumption
Food waste
Energy
consumption
GHG emissions
Other types of waste
Societal and
environmental benefits
Promotion of local
businesses
Promotion of the
natural and cultural
heritage
Local employment
4. COMPARISON OF STANDARDS
Most comprehensive
5. RESULTS OF DATA COLLECTION

Responses from certified hotels
Motivations for attaining certification were

driven by concern for the environment and
market demand from government and
businesses Dutch SPP influence
Some measures from the standard were already
applied intuitively before certification
Green Key is the most positioned standard in the
Netherlands
Responses from certified hotels
Recommendations for improving the standard

included the establishment of criteria beyond
what is requested by regulatory framework.
Optional criteria concerning the maximum
amount of litres of water flow from taps and
showers are not accepted.
Responses from non-certified hotels
5 out of 9 hotels do not implement additional

sustainability practices. Those who do so based
their reasons on CSR and cost savings.
8 out of 9 respondents state their hotel lack a
CSR plan
Respondents recognise Green Key above other
schemes.
8 out of 9 respondents state their hotels are not
interested in certification
Results of assessed criteria

Green Key Criterion
Certified Hotels / Max N=6
Non-certified Hotels Max
O=Optional / M=Mandatory
out of 6
N=9 out of 9
The participant reduces the water flow of
2 for all taps
showers to a maximum of 9 litres per minute (M)

The participant reduces the water flow from taps
to up to 6 litres per minute. (M)
The participant cleans in an environmentally
4 partially
6
sound manner. (M)

The participant provides in the bathroom
3
4 do not know
dispensers to provide a soap with an eco-label;

Or
The participant provides in the bathroom soap
and shampoo in single package with a sound

content & packaging with an eco-label. (O)
Green Key Criterion
Certified Hotels / Max
Non-certified Hotels
N=6
Max N=9
The participant has calculated what
percentage of the total waste consists of
1 in the process of
recyclable waste and aims to increase
doing that
the percentage of recyclable waste. (O)
The participant has to provide for

breakfast
without
the
a
following
single
products
package
A Muesli and cornflakes;
(M):
A9
B-8
C3
B Cheese and charcuterie;

C Creamer
Green Key Criterion
Certified Hotels /
Non-certified
Max N=6
Hotels Max N=9
The new participant shall have within one year after the initial
inspection only energy-efficient indoor and outdoor lighting,
4 partially
and if this is not the case it shall have an inventory of the

current non-energy-efficient lighting. At the time of the first
approval incandescent bulbs cannot be present anymore.
or
The existing participant has exclusively energy-efficient lighting

or a dispensation granted for not having it. In the latter case,
the participant must have a current bright spot inventory of
non-energy-efficient lighting. (M)
The participant buys green electricity and / or green gas. (O)
The operator uses paint with a recognized eco-label. (O)
6 do not know
Green Key Criterion
N=6
N=9
The participant has mostly autochthonous
3 are not applicable
5 are not applicable
vegetation in the area, has a target developed

and applies ecological green management (O)
The
participant
communicates
the
accessibility by public transport clearly on the
6 only at the reception desk
website and The participant has information

on the use of local public transport available
in the location. (M)
The participant rents bicycles and / or electric
scooters
or
The
participant
provides
information on the nearest bicycle rental and

/ or electric scooters. (M)
Green Key Criterion
N=6
N=9
The participant offers at least the following
A7
products organic and / or fair trade to (M):
B7
C6
A) 2 items dairy products
D6
B) 2 items vegetables and / or fruit

C) A red and white wine
D) coffee or tea
The participant does not buy fish that is overfished
or whose way of growing / catch is damaging to the

ecosystem. (M)
The participant buys only sustainable print paper
with one of the following labels (M):
* European Ecolabel
* Nordic Swan
* Blue Angel
Green Key Criterion
Certified Hotels /
Non-certified Hotels
Max N=6
Max N=9
The participant only orders prints
with at least the FSC or PEFC logo;

or
The participant does not use prints
(O).
The participant has at least one item
towels to use that contains a label
for organic or fair trade origin (O).
The participant is limited to changing
the volume of bed linen after three
nights (or later) for laundry (O).
6. CONCLUSIONS AND
RECOMMENDATIONS FOR FURTHER
RESEARCH
Conclusions
Having the Green Key certification contributes

moderately to improving a hotels
environmental practices in Limburg.
The extent to which the Dutch version of the GK
can contribute to better environmental practices
is not as big as the Global version.
The Dutch version of the standard does not
present ambitious measures beyond what has
been experienced in industry-led efforts
Conclusions
The theory of the value that the Green Key can

create Value defined as:
the set of benefits derived by a stakeholder from an
exchange (CEN/TC, 2013)
Conclusions
The theory of the value that the Green Key can

create Business model innovation
Innovations that create significant positive and/or
significantly reduced negative impacts for the
environment and/or society, through changes in the
way the organisation and its value-network create,
deliver value and capture value (i.e. create economic
value) or change their value propositions
Bocken et al., 2014
Recommendations
Validate with a representative sample of hotels

if a full implementation of the Green Key
standard helps create value as proposed. The
exploration should be ideally made with not only
hotels but other stakeholders to better identify
value captured, as well as the value missed and
value opportunities.
Recommendations
Assessment of the implementation of at least

all mandatory criteria by the standard on noncertified hotels to analyse if the extent to which
the Dutch version of Green Key can contribute
significantly to improve environmental practices
of hotels in the Limburg region.
Recommendations
Confirm if the size of hotels matter as a

decision-making factor for certification, as it can
be suggested that the reasons for small or
independent hotels for not attaining a
certification are connected to the costs that are
involved not only for implementing but also for
assuming the costs of audits.
Recommendations
As the lack of a CSR has been stated by non-certified
hotels as part of their responses, possible questions for
further consideration arise such as: Is not having a CSR
plan connected with the fact that most hotels that
responded the questionnaire are independently
owned? Is the low level of implementation of certain
assessed criteria explained by this lack of CSR plan?
Does the lack of a CSR plan influence their decisions
on possible attainment of a certification?

Are Green Key Certified Hotels More Sustainable

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Are Green Key Certified Hotels More Sustainable

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Are certified hotels more sustainable?

An assessment of environmental practices of Green Key

1. Introduction: Research question, aims and

A response to the need for actors such as

International Centre for Integrated assessment and Sustainable development

Sustainability in the hospitality sector is

International Centre for Integrated assessment and Sustainable development

Europe plays a key role in terms of global hotel

International Centre for Integrated assessment and Sustainable development

Introduction Research question

Can the Green Key certification help hotel

International Centre for Integrated assessment and Sustainable development

International Centre for Integrated assessment and Sustainable development

International Centre for Integrated assessment and Sustainable development

International Centre for Integrated assessment and Sustainable development

Introduction Aims and objectives

Introduction Aims and objectives

International Centre for Integrated assessment and Sustainable development

Selection was based on the following reasons:

The standard has a broad exposure in the Netherlands in number of

International Centre for Integrated assessment and Sustainable development

Through interviews and

International Centre for Integrated assessment and Sustainable development

3. OUTCOMES OF THE LITERATURE

Tourism 4th largest economic sector globally.

International Centre for Integrated assessment and Sustainable development

International Centre for Integrated assessment and Sustainable development

CSR efforts in the

Although good environmental and social

Other types of waste

International Centre for Integrated assessment and Sustainable development

International Centre for Integrated assessment and Sustainable development

International Centre for Integrated assessment and Sustainable development

5. RESULTS OF DATA COLLECTION

Responses from certified hotels

Motivations for attaining certification were

Responses from certified hotels

Recommendations for improving the standard

International Centre for Integrated assessment and Sustainable development

Responses from non-certified hotels

5 out of 9 hotels do not implement additional

Results of assessed criteria

Certified Hotels / Max N=6

Non-certified Hotels Max

The participant reduces the water flow of

2 for all taps

showers to a maximum of 9 litres per minute (M)

sound manner. (M)

dispensers to provide a soap with an eco-label;

and shampoo in single package with a sound

Green Key Criterion

Certified Hotels / Max

The participant has calculated what

percentage of the total waste consists of

recyclable waste and aims to increase

the percentage of recyclable waste. (O)

The participant has to provide for

A Muesli and cornflakes;

B Cheese and charcuterie;

International Centre for Integrated assessment and Sustainable development

Green Key Criterion

Hotels Max N=9