Is Your US Hotel Sustainable or Eco-Friendly? The EU Says Prove It, Whole Systems Hospitality Podcast

Partner Daja Apetz-Dreier spoke with the Whole Systems Hospitality Podcast about the European Union’s (EU’s) new anti-greenwashing requirements and what US hotels, resorts, and destination marketing organizations should consider when promoting sustainability to EU consumers.

Daja discussed how the Empowering Consumers for the Green Transition Directive, which becomes binding September 27, 2026, raises risks around vague environmental claims, unverified sustainability labels, and certain offset-based claims. She also outlined practical steps for hospitality businesses, including determining whether their activities fall within the directive’s scope, ensuring environmental claims are supported by appropriate evidence, and considering independent validation.

Listen to the full Whole Systems Hospitality Podcast episode >>