Laatste update: 09/06/2026

Although the administrative burden is often seen as a barrier, the landscape is shifting such that a sustainability label is becoming a strategic advantage and a necessary protection even for small-scale lodgings (such as B&Bs).

PROS

P1. Protection from stricter EU legislation (Consumer Empowerment).

The European Union is introducing strict rules to address “greenwashing” through the Directive on Empowering Consumers for the Green Transition and the proposed Green Claims Directive.

Credibility as a shield: Vague claims such as “we are green,” “we are carbon neutral” will soon be legally risky. The new rules recognize the importance of independent, third-party verified information. A label provides that necessary burden of proof.
Focus on transparency: Consumers must be able to trust the sustainability information they receive. For a small operator, a label provides assurance that their claims will stand up legally without having to substantiate every detail themselves to inspections.

P2. Crucial visibility on Booking Platforms

Large online travel agencies (OTAs) such as Booking.com can play a key role in promoting sustainable lodging.

Filtering by labels: There is growing industry demand for stronger integration and promotion of labeled lodgings on these platforms.
Targeting the ‘Active Greens’: Research shows that 37% of the market (the ‘Active Greens’) are actively seeking information about sustainability labels. Without a label, chances are you are missing out on this capital-rich group who are willing to pay a premium price.
Distinctiveness: Although price and location take precedence, a sustainability label often acts as the deciding factor (the tie-breaker) when lodgings are otherwise equivalent.

In addition, there are some other platforms where a sustainability label is a door opener. Consider EcoBnB, Eco-Logies, etc….

P3. Labels become “SME-friendly”

Certification bodies realize that a “one-size-fits-all” approach disadvantages small businesses.

Simplified criteria: A specific Annex II framework for small and medium-sized enterprises (SMEs) is being developed for the EU Ecolabel. This will replace technical and administrative requirements (such as complex Building Automated Control Systems) with feasible, less burdensome actions appropriate to a small scale.
Digital tools: There is a strong focus on providing digital templates and tools to reduce paperwork.

P4. Labels help save money

Of course, some operational tasks become more expensive if you implement them strictly sustainably. But in many cases, the sustainable actions actually help you save money. Labeling then gives you a handbook, so to speak, of actions that could potentially save you money. Throughout the website we try to refer to this as much as possible, but here already some examples:

use microfiber wipes reduces your consumption of detergents (Green-Key)
economy showerheads reduce your water consumption and thus your bill (Green-Key and EU Eco Label)
solar panels depreciate after only a few years while drastically reducing your CO2 emissions (Green-Key and EU-Ecolabel)
Waste sorting creates smaller waste bill (Green-Key and EU Eco-label)

P5. Professional structure for the ‘Placeholder’

In Travel to Tomorrow’ s vision, you are a host who takes care of the place. A label provides you with a structured framework for this:

Management without staff: Where large hotels have a sustainability team, a label helps you as a small business owner make systematic improvements in energy, water and waste without having to become an expert yourself.
Appeal of authenticity: PXL’s research confirms that guests appreciate sustainability when it feels authentic. A label like Green Key or EU Ecolabel gives that authenticity an official stamp of reliability, which removes distrust from skeptics.

CONS

C1. The additional administration

Documenting all that you do in terms of sustainability will always involve additional administration. It is that very administration that makes it more objective and credible.

The amount of extra work depends on the type of label, the size of your company , on the level of ambition, etc.

C2. The additional cost

Acquiring an official label costs money. It can’t be done for free. But again, there are many criteria that determine the price. Again, size and type of label play a role. Always there is an entry price, sometimes an annual premium is added. E.g.:

for a small-scale accommodation of less than 10 full-time equivalents and less than 2 million Euro turnover, it costs 350 Euro once for the EU Eco-label
for an annual turnover of more than 10M or more than 50 FTE you pay 2000 Euro once and 1000 Euro annually for the same label

Note: There are several provinces and municipalities that provide subsidies for obtaining certification. So be sure to inquire there as well.

Conclusion

With the combination of stricter consumer legislation and growing support from booking platforms, a label is no longer an “extra” for big players, but a tool that can also help small lodgings become more competitive and future-proof.

Every situation is different and therefore should always be properly evaluated. Depending on the circumstances, it may certainly be that a label requires far too much investment and is therefore not feasible. Or there may be certain reasons why you throw yourself at a different target audience. The choice is yours.

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